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The survival of local brands is difficult. How can foreign brands that have come from afar overcoming the ills of land and water? What way did they enter the Chinese market? What kind of products do they use, what kind of marketing methods, what kind of special services to conquer Chinese consumers? In the coming few months, the children's wear edition will focus on the issue of how foreign monks in the children's wear market will read the Bible.
Judging from the current market development situation, Yacati, which has entered China for 6 years, can be considered as a typical example of a successful French children's brand landing in China. Li Yang, the regional manager of France Purchasing Services (Hong Kong) Co., Ltd., brought it into China. It shows the advantages of Yakadi.
As the top three children's wear brands in France, Yakadi's China tour began smoothly. After being introduced by French Procurement (Hong Kong) Service Co., Ltd., it has had its own place in Beijing, Shanghai, Tianjin, Shenzhen, Shenyang and Chengdu for six years. Its Chinese agent, Li Yang, regional manager of Purchasing Services (Hong Kong) Co., Ltd., carefully analyzed the key links that Yakadi has gained in the Chinese market.
Dislocation management and steady development
When it comes to the survival issues that make brand companies a headache, Li Yang said: "China's high-end children's wear market is not saturated, compared with the market space of middle and low-end brands is smaller. Although compared with domestic brands, Yakadi's market The speed of advancement is not fast, but in terms of an imported brand, development is still worthy of recognition. We have received market recognition. Fundamentally speaking, the key lies in dislocation and steady development."
“Dislocation management first comes from consumer demand, which is the result of segmentation of the market and is the inevitable outcome of market competition conditions. In terms of children’s clothing business environment, there are as many as 99 children’s wear brands in major department stores in Beijing alone. From the point of view of the sales area and target customers opened up by shopping malls, it can be quite crowded.In terms of brand positioning and product price analysis, the market competition of mid-range brands is approaching fierce competition, but in the high-end market that Yacati meets, competition is almost vacuumed. This choice is a reasonable avoidance of competition among peers, and the differentiation in the product also enables the agency company to enjoy the unique benefits of high prices."
Not in a hurry to achieve, targeted development of market space, but also makes Yakadi avoided the same fate with many imported brands. In six years, exclusive stores or counters were opened only in Beijing World Trade Mall, Sai Te Shopping Center, Lufthansa Friendship Shopping Mall, Shanghai Meilong Town Isetan, Oriental Plaza, and limited high-end shopping malls in Tianjin and Shenzhen, until 2005. The increase in purchasing power and demand in emerging cities has only entered Chengdu and Shenyang markets.
Market share has always been one of the most important indicators of the company, and the number of shops has become an important guarantee for the growth of the share. However, when the company “comforts†with the store coverage, the troubles of “whipping up†are also generated. In this regard, the international children's wear brand is surely more in control of the market than domestic brands.
Unlike other popular brands, even for the middle class in France, to buy a Yakidi clothing for their children, you need to think about it, which shows that its price is high. However, Li Yang believes that Yacati is not a luxury brand compared with brands that provide services to celebrities and wealthy individuals, but judging from its design, functionality, and wearing comfort, it can be attributed to high-end brands. It's up to the brand's excellence to do it well.
Customer demand VS terminal service
The reason why French Purchasing Services (Hong Kong) Co., Ltd. dared to introduce a high-end brand into China during the immature period of the market was mainly to trust Yacaki's products and their ability to operate. Li Yang introduced the unexpected organizational structure of Yakadi’s headquarters: “The largest department in its French headquarters is design and procurement, and the sales department that deals with most of our agents only has three or four people. Four people are responsible for the marketing of Yakidi globally."
“On the sales side, they are basically agents, and there are only 20 self-operated stores in France, Italy, and Spain. They are used to test new products. Each time they introduce some new concepts, they will always run self-operated stores. In order to get feedback from customers in the first time, if it is not good, they will immediately give up.So, the products that Yakadi flows to the world are always the most suitable for children. For example, in order to cater to the child's active characteristics, 90% of our clothes are Machine washing is also loved by the mother. This is just one example of its efforts to meet the needs of its customers. The strong design force has ensured that Yacati's products will continue to be innovative."
One of the characteristics of Cadilla’s huge design team is very prominent. “When companies recruit designers, they always choose to have children. This is not to reject new ideas, but to fully consider the needs of children. "Li Yang continues to introduce. Indeed, if the designer does not understand what kind of design can make the child more comfortable and what functions are more convenient for parents, how does the product he creates make the child like it and win the trust of the parents?
After the introduction of a good brand, the next step is to highlight the role of the terminal, often the domestic brands value their terminal is "take volume," but Li Yang believes that the terminal store more important is to convey the brand image and philosophy . "The first is the exhibition, which is neglected by many children's clothing brands. However, customers' first impressions of the brand often come from the storefront. In addition, the sales terminal needs to love the shopping guide of the brand, and it must have affinity to identify with the brand concept."
France's top children's wear Yacdi dislocation business strategy
In the more than ten years of the development of children's wear in China, how many companies have risen to fame and how many companies are far from people's attention. “How to live, how to live long?†has long been a concern for the brand.