During this year, international brands continued to lay out and expand the Chinese market.
Zocalo
In September 7th, Japan's high-end jewellery brand Zocalo held a "through time and space" brand press conference in Beijing, and announced the opening of China's first experience exhibition hall. This also means that the brand begins to enter the Chinese market formally.
Zocalo was founded in 1998. After more than 20 years of innovative design and process exploration, it has formed a complete product line made up of gold, silver, and high precious stones, which is a diversified cultural element. At the same time, Zocalo has been adhering to the concept of pure handwork, all its products from hand sketching to wax carving, wax casting, finishes silver mold, turn over mold, refiner wax grinding, casting, chemical aging, four polishing and so on 15 processes, all are finished by hand. The brand currently has more than 80 sales outlets in Japan.
Brooks Brothers
In September 16th, the classic clothing brand Brooks Brothers officially opened the flagship store of Jingdong, and synchronized its 2019 autumn and winter new products. The move also means that the brand is starting to exert further force on China's electricity supplier.
Brooks Brothers brand said that consumer demand for international dress, as well as the rapid development of e-commerce platform and online shopping, promoted Brooks Brothers to enter Jingdong platform. Brooks Brothers has launched a series of brand logo products and 2019 autumn and winter new products specially selected for Chinese men in Jingdong. It continues the brand's own concept of combining tradition with technology, quality and technology, so that consumers can enjoy different styles in the same taste and comfort.
Suitsupply
In September 20th, the European menswear brand Suitsupply opened its new store in the Mixc, Shenyang. This is the first store in Northeast China, and the seventh brand store opened in China. The new store has a business area of 320 square meters, which includes clothing and shopping areas and customised areas. It also sells tailored suits, jackets, trousers, shirts, jackets, shoes and accessories.
Founded in 2000, Suitsupply is famous for its professional men's tailoring. It has opened over 130 retail outlets worldwide. In the Chinese market, in addition to the northeast region, Suitsupply opened its first store in Chengdu in May this year, and will open its first store in Chongqing to further layout the southwest region.
Daniel Wellington
In September 21st, light luxury accessories brand Daniel Wellington new ICON concept store and China's 300th stores officially unveiled in Chongqing. The new store has been designing for half a year, bringing new and upgraded store design concept and showing the brand's determination to the Chinese market.
At present, Daniel Wellington has established cooperation with more than 100 market distributors, and there are more than 8000 sales outlets in the world. Daniel Wellington said that from the retail sale to the Chinese line, the Chongqing Raffles shop is the 300th brand store opened in China. The rapid development in the Chinese market reflects the comprehensive strength of the brand and the recognition of the consumers. The new ICON concept store will further consolidate the status of Daniel Wellington in the Chinese market.
Hunkem ller
In September 24th, Holland underwear brand Hunkem ller officially entered Shanghai global port. In June of this year, incense and Moore entered the Chinese market. After opening the first store in the century shopping center of Pudong, Shanghai, the brand opened 2 physical stores in 3 months, and plans to establish 40 stores in China over 5 years in 2023. At the same time, the brand also opened the official flagship store of Tmall, opening up the online and offline channels, and strengthening the layout of the Chinese market.
Founded in 1886 in Amsterdam, Holland, Hunkem ller has more than 900 stores in more than 20 countries, including bra, underwear, pajamas, bathing suits and other product types.
Cole Haan
In September 27th, the American lifestyle footwear Cole Haan, the first concept store in China, GRANDSH P, was officially opened in Shanghai.
GRANDSH P concept store has followed the spirit of brand innovation, combined with technology, style and engineering. All kinds of shoes, clothing, bags and accessories displayed in the shop reflect the philosophy of life of the brand. Cole Haan said the new store is the brand's sixth new concept store in the world. The brand is in the fast growing period of business and has landed in more than 60 countries and regions. After the opening of the concept store, the brand will open more stores in Greater China in the next few months.
Vilebrequin
In September 30th, Vilebrequin, a high-end swimwear brand in France, was officially opened in Kerry Center, Jingan, Shanghai. This is Vilebrequin's second store in the mainland market after the Sanya store opened in 2018. It is also the first flagship store in China.
Vilebrequin, which was founded in 1971, used to be the main market in Greater China in Hongkong. Now, Vilebrequin has begun to concentrate on the mainland market. In October, Vilebrequin opened shop in Shenzhen Zhuo Yue center. At the end of this year, Vilebrequin will open second stores in Sanya. Next, the brand will enter Chengdu, Qingdao, Dalian, Guangzhou, Xi'an, Wuhan, Hangzhou and other cities. At the same time, the brand will set up a logistics system in the mainland market and open the Chinese official website.
Allbirds
The Silicon Valley shoe brand Allbirds10 launched a new store in Guangzhou and Chengdu in November. The move also means that the brand will further expand the Chinese market.
Allbirds's shoes are the main selling point with the comfort of no socks and the concept of sustainable environmental protection, and the most famous ones are wool sports shoes. The brand officially entered the Chinese market this year. In April, it opened the first store in Shanghai, and its official website and Tmall flagship store were synchronized. In May, Allbirds China's second entity stores appeared in Taigu, Sanlitun, Beijing. Allbirds said that after opening 4 new stores in 2019, Allbirds plans to open a new 8~10 store in China in 2020 and has yet to confirm the specific city. But the brand will first consider some innovative cities, such as Hangzhou and Shenzhen.
Maker's Shirts
In November 7th, Japanese national shirt brand Maker's Shirts Kamakura will open its first flagship store in Shanghai. The new store is located in Kerry Center, Jingan, with a sales area of about 133 square meters, which is also the largest entity store of the brand. The new store will mainly provide men's and women's shirts, suits, neckties and other accessories, consistent with Japanese stores. In addition, Kamakura shirt Shanghai flagship store will also set up an open workshop for the first time to facilitate customers to revise their clothes on site, and will also have Made to Measure shirts customized area.
Maker's Shirts was founded in 1993, and the brand side hopes to further realize its brand idea by entering the Chinese market, escorting business people who are active on the world stage. In January of this year, Maker's Shirts opened its official flagship store in Tmall. Prior to that, Maker's Shirts had only physical stores in Japan and overseas markets, and its cooperation with Tmall was the first attempt to cooperate with the third party e-commerce platform in addition to its own website. Maker's Shirts said that it attaches great importance to the user experience of Chinese consumers and is committed to bringing more cost-effective products to more Chinese shirt lovers.
Zimmermann
The Australian brand Zimmermann, founded in 1991, has launched a business trip in Shanghai recently. China is the first stop for its brand to enter the Asian market. Zimmermann plans to open a brand online store in Tmall early next year, and will launch a physical store in China as soon as possible. The first store will open in Shanghai, Beijing or Hongkong.
At present, Zimmermann has 37 entity stores in the world, and also sells through Barneys, Bloomingdales, Harrods, David Jones and other electronic commerce platforms such as Net, A and Porter.
Niko and...
Japanese fashion lifestyle brand Niko and will enter Huaihailu Road, Shanghai in the near future, and set up the world's largest flagship store. The new brand flagship store area is 3500 square meters, the first floor and the two floor are mainly clothing for men and women, furniture, groceries and other goods. The third floor is food court. It will provide the net red coffee Niko and, which is the independent brand of the brand. Coffee and net red bread Niko pan and other products.
Niko and... Founded in 2007, Niko is the abbreviation of Nobody I Know Own Style (no one knows my exclusive style), advocating that young people should develop their individuality and create a unique style, and and will extend the brand to endless imagination. Niko and is the fastest growing brand of ADASTRIA, the second largest clothing group in Japan. It mainly trades in nine categories, such as men's clothing, catering, groceries, home, music, magazines and so on. The brand currently has 132 stores in Japan, Korea and Hong Kong and Taiwan, which can be broadly divided into three types: Standard shops, large stores and super large stores.
Chinese consumers get the world.
There is no doubt that the Chinese market has always been a battleground for international brands. In addition to the well-known brands that we all know, recently, many new faces, which are not so familiar to us, have begun to concentrate on the layout of the Chinese market. This year, the global fashion industry ushered in many opportunities and variables. Consumption upgrading will lead to industrial upgrading, and consumption globalization will undoubtedly become the focus of next step in consumption upgrading, and global quality products will be consumed by Chinese consumers and bring huge market opportunities. According to the report on the future of China's retail industry released by Gartner L2, a consultancy, it predicts that the total retail sales in China will reach 5 trillion and 600 billion US dollars in 2019, and is expected to become the world's largest retail market. And from the consumption of luxury goods, the proportion of Chinese consumers in the global luxury market will increase from 32% in 2017 to 40% in 2024, leading to a 75% growth in the global luxury market. McKinsey's 2019 annual report on global fashion format points out that China will surpass the United States in 2019 and become the world's largest fashion market.
Obviously, the rise and growth of Chinese consumers, especially the middle class and the younger generation, have become the key factors and the main driving force to promote the growth of the fashion industry market. And China's retail industry has entered a new stage, and consumers' lifestyle is leading the world in terms of digitalization. It is no exaggeration to say that almost all international fashion brands that can enter China want to share a slice of this booming market. It seems that the Chinese consumers get the world, which seems to have become the true meaning of the market that the international brands are well versed in. In the past few months, the new strategy and new trends of international brands have seen that the longer the list of brands entering the Chinese market and the more and more new faces, the more and more practical actions are taken under the online layout of the Chinese market. The popularity of international brands entering the Chinese market continues to grow, and the Chinese market is becoming more and more crowded.
However, for the Chinese market, which the global brands are looking forward to, the retail environment, consumer habits and competitive situation are no longer the same. Facing the rapidly changing market environment and the consumption demand of the elusive millennials and the Z generation, it can be said that it is very hard for brands to have a simple path in the past. Whether it is to open up e-commerce platform, overweight online transactions, or develop digital strategy to encircle young people, brands need to think about how to avoid aging and keep pace with the times, how to avoid acclimatization, make the brand better integrate with the localization of China, adapt to the retail environment of the Chinese market, and be able to make effective and effective changes in response to the changing needs and expectations of consumers.
Recently, the traditional textile market in China's textile market has been sluggish in marketing, and there are many different parts in the autumn and winter polyester ammonia elastic fabric and polyester ammonia elastic fabric.
