EFTC sets up a bridge between China and Europe

In the 15th edition of the China mainland market, through the China International Clothing & Accessories Fair (CHIC) display and business platform, the successful introduction of a number of German and European brands into the Chinese market of the European Fashion Trade Center (EFTC), set up a fashion between China and Europe The bridge of commercialization works. Recently, this reporter interviewed Mr. Werner Kuenstle, CEO of the company, about how foreign brands can better integrate with the Chinese domestic market and seek development.

By entering the China market with the exhibition platform, “Innovation, uniqueness and quality are the direction that EFTC pursues in running fashion brands.” Headquartered in Hong Kong, EFTC is principally engaged in European high fashion agency, retail and wholesale and underwriting services. In 1994, European brands entered the Chinese mainland market through Hong Kong. In the same year, EFTC entered the Chinese mainland market through the Hong Kong Trade Development Council and then the China International Clothing & Accessories Expo (CHIC). Talking about the original intention of choosing the Chinese market, Mr. Kuenstle stated that EFTC has developed very well in Europe, especially Russia. In terms of overseas expansion of the brand, EFTC seeks to develop a promising market with potential. Latin America and the United States market are still relatively weak, while China It is the ideal choice. He also pointed out that opening up the Chinese market is not an easy task. China has a vast territory, and the industry rules, fashion ideas and customer groups are quite different. Before talking about fashion and marketing, it is necessary to conduct serious research on this, and establish a good cooperative relationship with CHIC, which plays an important role in better access to the Chinese market.

In recent years, EFTC has actively explored new opportunities for customers and has brought different European fashion brands to Asia's fashion industry in the most appropriate form. Barutti, Gardeur, Public, RABE, RIANI, SET, Sportalm and many other famous brands are important partners of EFTC. At present, EFTC's service scope covers Beijing, Shanghai, Dalian, Nanjing, Guangzhou, Hangzhou, Shenzhen and other domestic cities.

Market strategy is more important than the market itself. Tom Tailor, a fashion brand founded in Hamburg, Germany, once had 23 stores in China, but the rough business model quickly disappeared from the market after two years. The reason is that he is not familiar with China. The market did not adopt a suitable business model.

According to Mr. Kuenstle, compared with China, European wholesalers and retailers pay more attention to the previous market research. They believe that market strategies are more important than the market itself. Before starting business, we should fully understand the local market, define the target customers, identify potential consumers, how many stores there are, what styles, sizes and colors are sold in each shop, and how to determine new products in the next season. These are EFTC's systems. And real-time research issues. Market research is the expertise of EFTC. We help the brand to make proper localization transformations in terms of product design, channel construction, marketing planning, shop decoration, etc. to meet the needs of the Chinese consumer market. At the same time, we must increase the market share of the brand. Make changes accordingly. For example, for Chinese consumers who love to design clothing styles and colors, even some brands will specifically adjust the size and size of the Chinese market, provide brand manufacturers with necessary consultation and training, and promote branding and cooperation with partners. And pairing.

Turning to sales channels and storefront decoration, Mr. Kuenstle said that it is more appropriate for European brands to open multi-brand stores in China than to open stores because single-brand stores only focus on one brand and cannot sell other brands if they cannot sell well. And a single brand can easily make consumers tired and lose more brand choices. In addition, both parties need to adjust their coordination in terms of industry rules. Mr. Kuenstle said: “In Europe, the ordering of merchants generally takes half a year in advance. However, Chinese merchants often cannot order on time because they cannot determine the opening hours. For example, in Germany, orders are made for two seasons in a year. In July of this year, it is necessary to book goods for spring and summer next year. It is very difficult to make up for the fall and winter items in February, once you miss the ordering season. So if you can't expect when the shops will be opened, you will have an ordering problem."

Diversification to meet brand needs According to Mr. Kuenstle, at the China International Clothing & Accessories Fair (CHIC) 2012, the European Fashion Trade Center brought 12 German brands to the show. Compared with Italian and French brands that Chinese consumers are familiar with, the German brand emphasizes simplicity and practicality in style; it emphasizes the differences in details in design and can meet the needs of different customers. In terms of target customers, it mainly targets mature business people with higher spending power. At the CHIC next year, the company will bring more German brand suppliers to the Chinese market.

Mr. Kuenstle said: “In Germany, because we are familiar with the market, brand promotion is relatively easy, and China is a completely different market. Therefore, developing brands in China is facing more challenges, and we need to spend a lot of energy on strategy, marketing, branding, and fashion. Shows and other issues. As a high-quality platform for overseas brands to enter China, we must use it as a platform to reach out to domestic consumers."

Wang Fang, vice president of Beijing Fashion Expo International Exhibition Co., Ltd. believes that CHIC is like a matchmaker. The original idea of ​​the organizers was to gather various brands and middlemen on this platform, but later it was found that they were still difficult to communicate and understand. Therefore, CHIC should help them establish a better communication and connection platform, exchange information, and help. They are paired. Wang Fang introduced that the European market adopts a direct model from the brand to the purchase order. For example, brand owners do product sales, retailers or department stores can directly buy products at the sales outlets and sell them to consumers. In China, brand owners To find partners or wholesalers, and then develop the retailer's final sales to consumers, the value of CHIC becomes the bridge connecting the three.

Talking about CHIC2013, Wang Fang said that the 2013 CHIC exhibition has two key points to enhance and change: First, the diversity of supporting activities, the former brand dealers through the exhibition to find dealers, agents, and now the brand's demand is very For this reason, CHIC will provide a wide range of services. The future exhibition is not only a booth, but the direction of the future is the development of diversified activities, and the direction of these activities are the needs of brand owners. The second is the use of technology. Whether in Europe or in the country, science and technology have a huge impact on people's lives. Science and technology will promote the leading role of fashion and fashion industry through exhibitions. ”