Germany'S Camel Active Brand Will Open Up A New Chapter Of Internationalization In The Next Ten Years.

China's clothing market has become a red sea. According to AI media consulting data, in 2018, China had more than 10% of clothing shoes, hats and needles. Spin The retail value of category merchandise was 1 trillion and 370 billion 650 million yuan, and the per capita clothing consumption expenditure of residents amounted to 1289 yuan, accounting for 6.5% of the total expenditure per capita, and the growth rate of per capita clothing consumption expenditure was 4.1%. China's clothing market with steady growth and huge consumption potential has attracted various countries. brand Admission.

On the afternoon of June 18th, Mr. Mark Ed Faye, Mr. CEO Yang Kuntian of the group of camel, Mr. Huang Jianbing of brand active GM, Mr. Carey Michael, President of WBI camel active, and Mr. Yan, chief financial officer of WBI, attended the signing ceremony of the China region. The signing of this contract represents not only the great leap forward of camelactive in the Chinese market, but also the new progress of Mark Ed Faye group on the road of internationalization.

Heart to light, strong alliance

China is the second largest economy in the world and has a strong demand for consumption, but the competition is fierce and the market environment is complex and changeable. An international brand should take root in China, not only to deepen the Chinese consumers, but also to adapt to the Chinese market, rapid response and rapid change.

Mark Ed Faye group CEO Yang Kuntian

Mr. Yang Kuntian said that only the brand that has a sense of historical precipitation and resonates with the current consumer demand will be remembered and consumed. Profound cultural heritage is the cornerstone of brand survival for a long time.

Camel active clothing category has been established for over 40 years. It has more than 10000 stores and is located in the European continent. It has a unique style and has a strong cultural and historical sense. As Mr. CareyMichael said, "40 years ago, the brand was established as a pure outdoor leisure brand. We created a strong brand DNA, and also ensured our unique understanding of outdoor recreation: emphasizing innovation, tolerance and enjoying nature."

WBI camel active Global CEO Carey Michael

Since its signing in 2015, camelactive has been actively catering to the needs of consumers under the guidance of mark Hua Fei group and Luo Shang, Shanghai, and has made many innovations in the light of the characteristics of the Chinese market. From the brand operation team to the in-depth study of Chinese consumer demand, from the brand style to the overall image of the terminal, on the basis of maintaining the brand DNA, we upgrade the commodities comprehensively, give the brand new life and vitality, and enable camelactive to get the entry ticket to compete in the market.

With the success of market expectations, the brand has opened more than one hundred stores in China. Luo Luo Shang, Shanghai, has also resumed all the brands of its products under the new long term contract. It has obtained the general authorization of camelactive Greater China, and has been combining the popularization of German style with the localization operation mode. Under the strong combination, it has opened a new chapter of internationalization of Mark Ed Faye and camel active.

Looking up at the starry sky, down to earth

With the concept of sports and outdoor in China Popular Outdoor leisure subdivision has been growing rapidly, and more outdoor leisure brands have appeared in the market. At present, people's pursuit of a better life and the desire for spiritual wealth have become new social contradictions. The beautiful way of life is the major trend of the present and future society. Is full of street Tide card and business Men's wear In the clothing industry, camelactive will bring light outdoor travel lifestyle to China, leading people to pursue a better way of life. Camelactive positioning is light outdoor, and its products are not only functional, technological, natural and comfortable, but also equipped. fashion Sense.

Camel active brand GM Huang Jianbing

How to infiltrate the culture and spirit of light outdoor into the life of Chinese consumers? Mr. Huang Jianbing thinks that all the conformance should be made according to the brand positioning. The brand gene is the cornerstone of its long-term survival. The market is changeable, but the brand gene should not be changeable. It will evolve in different ways as the times change. The younger generation is not the same as the older generation. They have a strong purchasing power and a higher demand for fashion. They often convey their attitudes and values by buying fashion brands. In the evolution of the times, different periods of camelactive face different changes in different consumer groups, but no matter what era, we should always stick to the brand gene. In addition, channel, team culture, store image and employee temperament should be matched with brand positioning and gene to maintain consistency. To win the recognition of Chinese consumers, the most important thing is brand word of mouth. In the over Marketing China market, brand temperature and word-of-mouth are always the key factors to attract consumers.

Under this kind of cognition, Luo Shang of Shanghai has always been down-to-earth, achieving a leap from "0" to "1" from camel active to 30% annual growth.

No fear of rain and sunshine

Fashion never stops. The global fashion industry is developing rapidly, but not all brands can keep up with the pace of the times and industrial change, and countless brands lose their competitiveness on the way forward. Germany camelactive is pragmatic and innovative, and dares to fight hard and respect the nature of market rules. The global map is expanding.

In the next ten years, Luo Shang, Shanghai, will continue to introduce the spirit of Germany and a better way of life in Europe, with camelactive breaking the box, changing lanes, overtaking and navigating, bringing a more natural and comfortable light outdoor travel lifestyle for Chinese consumers.