Following UNIQLO,

Three dimensional promotion of Fashion Festival

In May 7th, CECILMcBEE, COCODEAL, DRESSCAMP, Hany 'sCloset, Joias, Kitson, LIZLISA, Lovedrose, rosebullet, Ravijour, and 11 Japanese girl clothing brands participated in the fashion festival held in Beijing.

Learn from the market experience of "predecessors"

In the 9 years since its entry into the Chinese market in September 2002, UNIQLO has opened more than 50 stores in all major cities in the country, and the number of shops in Shanghai and Beijing has reached two figures.

Honeys, a fast fashion brand, is more dramatic in China: its chief executive came to Shanghai on business. His intention was not to investigate the Chinese market, but decided to enter the Chinese market on the same day.

So in January 2006, Honeys opened its first store in Shanghai. In April, the sole proprietorship (Shanghai) apparel trade Co., Ltd. was established.

But as far as the status quo is concerned, the development of Japanese clothing brands in the Chinese market is quite different from that in Japan.

According to the insiders, Honeys stores in Japan are very large, while Chinese shopping malls are hard to provide a display environment comparable to their local counterparts. Moreover, the mainstream trend in China is still dominated by European and American fashion brands such as H&M and ZARA. Japanese brands such as breadnbutter and IIMK, which are positioned as "girl brands" and whose prices are relatively high, are hard to get the leading position.

Laying products by electronic websites

The experience of the "forefathers" entering the Chinese market has also created a new road for Japanese brands to promote: opening up the vertical e-commerce website "TGC Fashion Mall" and building their own "fashion industry chain".

In May 7th, at the beginning of the "TGC Fashion Festival", the "TGC Fashion Mall" was also on the same day.

It is reported that the mall can synchronously buy Japanese brand goods in the TGC Fashion Festival.

"TGC Fashion Mall and Japan are offering the latest fashion costumes.

As a result, when the models walk on the stage, viewers can log on to the TGC Fashion Mall to check the latest costumes provided by the TGC brand and complete the "real time purchase" through the Internet.

The responsible person said.

According to the insiders, the new mode of vertical docking between fashion show and e-commerce enables consumers to contact fashion information faster and more comprehensively, breaking the asymmetry between professionals and ordinary consumers in fashion information.

This allows many local consumers without TGC stores to buy goods that are new to the market instead of paying for purchase and high express fees.

At the same time, it also solved the shop style and product display problems.