Overseas clothing brands open up the Chinese market

Recently, at the 21st China Apparel and Accessories Fair held at the new China International Exhibition Center in Beijing, about 400 outstanding overseas brand companies from South Korea, France, Germany, Italy and other countries gathered and they focused on the Chinese market. He hopes to find new opportunities in China.

Han De Women's Wear Netting China Market The “2013 Preview In China Korea Fashion Show” organized by the Korea Textile Industry Federation was the fourth time this year in the Korean Pavilion of the CHIC Pavilion. According to Lu Xican, president of the Korea Fiber Industry Federation, this year the South Korean pavilion was made up of 71 companies and exhibited lingerie, designer brands, furs, and apparel brands. Among the exhibiting companies, women’s clothing accounted for the largest proportion. Mainly for female consumption levels 20 to 30 years old. Some brands have achieved good publicity and promotion effects in last year's exhibitions, such as women's clothing brands “Le Queen” and “Mill&I”. Other brands such as casual outdoor brand “Intermax” and down apparel brand “Elinbliss” are exhibiting for the first time this year. Is ready to take the first step to enter the Chinese market. It is understood that in 2011, 42 women's wear brands participated in the show in South Korea. In 2012 and 2013, 55 women's wear brands participated in the show. There are 41 women's wear brands participating in the Chinese market this year, and the largest in all Korean companies.

Zhong Lixin, a managing director of Laurel, a mid-range womenswear brand exhibiting at the German Overseas Pavilion, also stated that currently Chinese business women are increasingly concerned about women's brands. Therefore, Laurel attaches great importance to the design and production of the products and hopes to seek out China through this exhibition. To partners.

Italian brands insist on single-product advantage At this exhibition, during the visit to overseas pavilions, most of the Italian and French brand companies that came to the exhibition were mostly family-owned industries, and most of them were single series of apparel categories.

The Italian high-end brand Heresis's agent Lu Jie introduced, Heresis is a three-generation heritage company, they use more well-known international brands such as Gucci, D & G and other international famous brands of free designers to do the design, fabrics are all from Italy. “This year is the first time to come to China to participate in the show. Our brand has gone through three generations of heritage, has a long history, and is relatively well-known in Europe. We are a company that makes women's coat brands, and some partners may ask whether we will launch summer clothes in the summer. , but we only do coats, and in addition to the strict requirements on the product's fabrics, design, we also constantly innovate the process, refine the product line, and the pursuit of product excellence." Lu Jie introduced that most of Italy's current brands are doing a series of single The products, they do not pursue the expansion of the company's scale, but in the historical heritage of the brand, continue to create more professional products.

The Ferrand SAS brand from the French Pavilion is a brand that makes women's shoes. According to Cedric Chambeau, China sales manager, there are many series of women's branded shoes, but only women's flat-bottomed casual shoes are exhibited and intended to be promoted to China. In terms of appearance, women's shoes of Ferrand SAS have similarities with Chinese traditional shoes. Where are the advantages of selling in China? Cedric Chambeau said: "The soles of our shoes are very soft and strong. The lines on the soles are all hand-sewn and can be worn indoors and are also very suitable for outdoor activities. According to Cedric Chambeau, the company pays great attention to the products. Fabrics, design and craftsmanship, strive to make shoes the most beautiful and comfortable to meet the professional requirements of Chinese consumers for women's shoes.

The shrinking of the European economy and the steady trend of the Chinese clothing market brought together many overseas brands to CHIC. Many foreign brands at the show also demonstrated their strong readiness to enter the Chinese market with their long history, advanced design and high-quality fabrics. For the just-started domestic brands, they will face more tests and challenges in the future development.