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“Made in Germany” products enjoy a good reputation in China. To further capitalize, China International Clothing and Accessories Fair (CHIC) 2013, Asia’s biggest fashion fair, will host 27 brands at the end of March, nine represented by Werner Kuenstle, CEO of the local European Fashion Trading Center (EFTC). His Hong Kong-based agency helps enterprises enter the Chinese fashion market.
From women, men and kids’ wear, casual and leather or accessories, more than 1,000 fashion labels from 21 different countries will display their creations to distributors, renters, franchise partners and fashion victims. Similar to last year, organizers are expecting more than 100,000 attendees.
German labels, including Tom Tailor, Taifun and Blacky Dress, have rented about 1,000 square meters in the New China International Exhibition Center in Beijing. The German Pavilion will again be managed by Messe Düsseldorf (Duesseldorf Trade Fair) with subsidies from the Ministry of Economy as well as the Exhibition and Trade Fair Committee of German Economy.
These brands represent only a fraction of the overall 400 international exhibitors. Italy and France, which spearheads European fashion in China with labels such as Louis Vuitton and Hermès, will enjoy an even greater presence.
Kuenstle knows all about the special features of the Asian and Chinese fashion market. He established his marketing and public relation agency in the 1980s as a bridge between the two continents. From Hong Kong, he helped establish the first German fashion house in Beijing in 1997. In the years that followed, branches in Hangzhou, Shenzhen and Guangzhou quickly sprang up. At CHIC2013 he will represent seven labels, among which are Barutti and Sem Per Lei, and work as consultant for Gerry Weber and Taifun.
While the economic situation in Europe remains gloomy, the Chinese market booms. Double-digit export ratios have been consistent, Kuenstle said. “However, the fashion business isn’t easy. You have to follow the rules, which German companies mostly flaunt.”
Distribution in China works completely different to that in Europe. While German shops sell various labels beneath one roof, mono brand stores prevail here. If your product does not sell well, you quickly go out of business.
Foreign companies have to adapt to regional distinctions. “China is not the same everywhere. Each province is different and has its own taste,” Kuenstle explained. Moreover, it takes time to build mutual confidence with local business partners.
However, that’s what you need to obtain one of the highly coveted selling spaces in a thriving shopping mall. “Expansion into China has to be well prepared.”
Despite obstacles, Kuenstle believes in a positive future for German fashion companies in the Far East. “China appreciates brand-name products. ‘Made in Germany’represents quality, a perfect fit and an extensive size catalogue.
The German entrepreneur is not afraid of Chinese competition. Indeed, increasing numbers of local brands are taking to the field. “They are becoming better and better, focusing on their own growing market,” Kuenstle noted.
Fashion companies might be further seduced by possible profits. In the north of Beijing a new 160,000-square-meter mall includes a budget of 20 million yuan ($3.21 million) aimed solely at German brands. ( Maike Schulte )
From women, men and kids’ wear, casual and leather or accessories, more than 1,000 fashion labels from 21 different countries will display their creations to distributors, renters, franchise partners and fashion victims. Similar to last year, organizers are expecting more than 100,000 attendees.
German labels, including Tom Tailor, Taifun and Blacky Dress, have rented about 1,000 square meters in the New China International Exhibition Center in Beijing. The German Pavilion will again be managed by Messe Düsseldorf (Duesseldorf Trade Fair) with subsidies from the Ministry of Economy as well as the Exhibition and Trade Fair Committee of German Economy.
These brands represent only a fraction of the overall 400 international exhibitors. Italy and France, which spearheads European fashion in China with labels such as Louis Vuitton and Hermès, will enjoy an even greater presence.
Kuenstle knows all about the special features of the Asian and Chinese fashion market. He established his marketing and public relation agency in the 1980s as a bridge between the two continents. From Hong Kong, he helped establish the first German fashion house in Beijing in 1997. In the years that followed, branches in Hangzhou, Shenzhen and Guangzhou quickly sprang up. At CHIC2013 he will represent seven labels, among which are Barutti and Sem Per Lei, and work as consultant for Gerry Weber and Taifun.
While the economic situation in Europe remains gloomy, the Chinese market booms. Double-digit export ratios have been consistent, Kuenstle said. “However, the fashion business isn’t easy. You have to follow the rules, which German companies mostly flaunt.”
Distribution in China works completely different to that in Europe. While German shops sell various labels beneath one roof, mono brand stores prevail here. If your product does not sell well, you quickly go out of business.
Foreign companies have to adapt to regional distinctions. “China is not the same everywhere. Each province is different and has its own taste,” Kuenstle explained. Moreover, it takes time to build mutual confidence with local business partners.
However, that’s what you need to obtain one of the highly coveted selling spaces in a thriving shopping mall. “Expansion into China has to be well prepared.”
Despite obstacles, Kuenstle believes in a positive future for German fashion companies in the Far East. “China appreciates brand-name products. ‘Made in Germany’represents quality, a perfect fit and an extensive size catalogue.
The German entrepreneur is not afraid of Chinese competition. Indeed, increasing numbers of local brands are taking to the field. “They are becoming better and better, focusing on their own growing market,” Kuenstle noted.
Fashion companies might be further seduced by possible profits. In the north of Beijing a new 160,000-square-meter mall includes a budget of 20 million yuan ($3.21 million) aimed solely at German brands. ( Maike Schulte )