When the pace of opening up the Chinese market, one by one well-known brand outside constantly appeared in various cities, Chinese people began to worry about the fashion industry, “the wolf is really here!” Foreign Gucci shoes sale
brands or clothing group through technical cooperation, management support means of the joint venture with Chinese enterprises, gradually the share of Chinese clothing market were divided.

Five French fashion brand is currently planning joint operations, senior brand consultant Zheng Lei is that this is the Chinese apparel industry, a necessary stage of development.

Gathered in the view of international brands in China on this issue, he said, should be two levels to the analysis: First, external factors. Slowdown in the global economy and even the back of today, China’s rapid economic growth have to say is one bright spot. The commercial interests of the so-called put it bluntly, if that is the pursuit of money, many international brands in the same economic impact, while the sales decline by the time the purchasing power of Chinese consumers in terms of enhancing its obviously that is a late gift, but also is a timely. Three economically developed arechanel handbags
as in China (Beijing and Tianjin, the Yangtze River Delta region, Pearl River Delta region), annual consumption growth rate of nearly 20 percentage points, China’s pursuit of the rich on luxury goods like high-end apparel products, the degree and the spending power of the world surprised . So, who can enter the Chinese market sooner, early access to China’s high-end consumers of the brand’s identity, who will compete in the Chinese market in the next upper hand.

Second, internal factors. With the reform and opening up, not only to make foreign access to domestic material product, but also the spirit of consumer goods and living culture, consumerism along with all kinds of media to spread and it was accepted, the course of making products consumers buy, it will natural selection, “Duality of” products. Thus was this kind of behavior known as “cultural invasion”, but he thinks that title goes too far, as the poor country folk of the affluent lifestyle of the city people’s envy, to follow such, just a result of economic differences in behavior resulting from imitation. Therefore, in achieving certain economic income of the premise of work requirements under the Weiliaomanzu, psychological needs, social needs Deng Yi Ji Sheng Huo demand, the performance of the economy can choose to buy Geng Shi Li of foreign well-known Pinpaichanpin will be inevitable. The two sides are often used in cooperation: to provide the brand used by a foreign power, design and development of the kind of clothing, brand management and image display technology, the Chinese side provides bulk product processing, marketing, personnel management based on the Chinese market expansion and market channels investment promotion costs. Seen in from the partnership, foreign only to provide technical and management, but the Chinese have to pay, but also to contribute, just as other people’s brands, it also produces the industry’s “technology for the market to manage the exchange market The Chinese market has been foreign brands, “which occupied all the worry, but such argument Zheng Lei, seemed to have a certain degree of bias.

First, he can not simply be that the holders of foreign brands and domestic brand management authority between the simple exposition of the relationship with the agency. Their cooperation is based on complementary strengths, through independent control of the superior resources and the available channels docking, will provide support for their respective resources to maximize performance. It should be said, is what they want the relationship will create the kind of authority and agency relations. Both, to obtain benefits through the cooperative principle of redistribution. In this process, China not only have access to the brand in the market operating in the distribution of profits, you can also get their own brands do not have the management skills, brand development skills to create brand image and business skills to enhance self-image. Therefore, it can be said is a complement to the process of self-ability, and the Chinese garment operators in the process of learning and the ability to imitate is strong. Secondly, in his view than some brands before entering the Chinese market is already well known by consumers, consumers can quickly be recognized, most of the clothing brand promotion in the Chinese consumer market is also more difficult for the initial stage. Therefore, if it is fancy Chinese agent businesses it owns the brand, not as it is more fancy product design their own R & D capability. As we all know, the birthplace of the modern fashion trends in Europe and the United States, stylish living culture and advanced design concept is its ability to lead the development of the source for clothing. Aside from the commercial interests of a single business ethics perspective view, a lot of Chinese clothing brands in the early stage of operation though seemingly working for foreign bosses: the people not only money, but also the brand name of other people to sell other people’s products, the profits less than 10% of the brand holder. However, when the Chinese clothing enterprises in joint ventures for some time, by acting in that Guanxi new foreign design and development process and after Bufen human resource channels, we can form his own product design Gongying system, complete the Zheng Ge brand creation process in the product Ti Xi, as brand basis. Therefore, this agent can act as an independent agency before the development of enterprise self-dormant.

Lei Zheng said that China’s apparel industry and the electronics industry is different from the day of, in these two industries really created a thriving up a market of foreign brand monopoly, or through acquisition, equity participation and joint venture way to penetrate the Chinese market formed after the original brand of suppressing and crowding out domestic acts. Chinese garment operators and the characteristics of the consumer market is difficult to determine this phenomenon occurs: the Chinese apparel sector practitioners have always had the tradition of self-employment, and low barriers to entry, industry and relatively limited resources, which resulted in costumes brand shops, market, China’s garment industry competitive situation, although the overall strength is limited, but the delusion by simple methods are difficult to achieve a large share of the takings. On the other hand, is the Chinese consumer market is not balanced by the show and spending habits of purchasing power due to the different market space, while significant, brand-based marketing is also relatively fragile Chinese consumers in the selection process of the garment The process is often followed: Price Satisfaction> Fashion satisfaction> wearing satisfaction> brand recognition, thus leading to low brand loyalty of Chinese consumers.