< p > 2012, born in 1922, the US high-end male a target= "_blank" href= "http://m.pmae.cn/" > shoes < /a > brand Alan Edmonds (Allen Edmonds) officially entered the Chinese market.

As a traditional foreign brand with nearly a hundred years, how to fall into the Chinese market has become the primary issue.

What exactly do Chinese consumers want? Alan Edmonds Paul Grangerd of CEO has given his answer.

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For more than a century, Alan Edmonds Edmonds has been committed to producing high-end men's shoes, P Allen.

From Reagan to Obama, every American president passes through this brand.

Today, the company, headquartered in Washington, Wisconsin, with an annual revenue of $122 million, is expanding to the east to try to find new markets.

The company recently opened its first store in Shanghai, where its men's shoes are priced between $175 and $695.

I interviewed Alan Edmonds CEO Paul Grangerd.

He talked about the real feelings of going abroad.

Here are three lessons he learned.

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< p > do not exaggerate the difference < /p >

When p entered the Chinese market, Alan Edmonds discovered that Chinese consumers may want to eat more like Europeans, but they are very similar to Americans in wearing food.

The best selling leather shoes in Shanghai are exactly the same as those in American stores.

"Although the Chinese do not travel too much," Glenn Gerd said.

"But the younger generation of Chinese is very cultured and very realistic.

As far as we know, they like America very much. "

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< p > promote the true reliability of products < /p >

< p > Glenn Gerd said, "Chinese people spend less on eating and living than Americans, and spend more on them."

The company understands that for Chinese consumers, a very important point is that the shopping bags are marked with imported brands.

In order to stand out in the Chinese market, Alan Edmonds decided to emphasize his long tradition as a high-quality American footwear manufacturer.

On the day of store opening, the company set up a display screen to display Alan Edmonds's shoemaking technology in different periods.

In a market full of "Shanzhai" products, Glenn Gerd believes that for manufacturers wishing to enter the Chinese market, < a target= "_blank" href= "http://m.pmae.cn/" > clothing "/a", emphasizing the true reliability of products will be an excellent starting point.

"Chinese consumers want to buy genuine products," he said. "They want to buy products in a physical store."

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< p > careful shop location < /p >

When Alan Edmonds seeks retail positions in Shanghai, Chinese owners want to rent the upper floor of the shopping center to the P shoe manufacturer.

For Alan Edmonds, a small well-known brand, it is hard to get a first-class pavement in China.

The company's Chinese franchise partners warn them that only unpopular brands will be placed on higher floors.

Alan Edmonds had to talk to the property endlessly, and finally found a shopping mall. He was willing to rent the two building near the escalator's gold position to the company.

Glenn Gerd said that the rent per square foot of the company's rented store is even higher than that of the Rockefeller Center.

However, from the beginning of performance, such rents are indeed worth it.

The company plans to open two stores in Shanghai and open a new store in Beijing, and will open more than five stores every year.

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< p > conclusion: China's luxury market in 1995 is almost blank.

Now, when the European and American economies are in crisis, the global luxury market is in the doldrums, and the Chinese market has become the sales engine of luxury brands.

According to Bain global partners, Bruno Lanna, chairman of consumer goods, retail and luxury goods business in Greater China, China's luxury market has entered an explosive stage since 2006.

When foreign brands compete in horse racing, they need to consider adapting to local conditions and choose market competition strategies.

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