How many top Chinese fashion brands did you know ?
The first global Chinese luxury brand which has been amazed fashion industry worldwide by its elegance and fusion of East to West.Shanghai Thang was established in 1994 by Hongkongness David Tang Wing-Cheung who started his business as a little boutique. However, Shanghai Tang is now not just opening it’s flagship store in Shanghai and Hongkong, but in the American NewYork city as well. The reasons why Shanghai Tang has becoming the most successful and No.1 Chinese Luxury brand internationally are not just because it’s fine and highest quality of materials in the production but also distinctivelly Chinese cutting, styling and blending with Chinese attitude in it. Besides, fully understanding of international market before entering international market makes Shanghai Tang having more competitive advantages than others. For example, they have existing loyal customers program to avoid losing big customer and also excellent designers in various countries provide their inspiration into the brand and make the even more brand better. Last but not the least, existing mobile marketing platform allows the brand tracking all the potential customers online and getting ideas from customers for the future designs of the product
This is a very ‘romantic’Chinese women’s fashion brand in a European style. And it has been provided fashion women of middle class in China since 1999 with its exquiste and full of frills products. Since Ochirly targets fashion young womenin the middle class, its reasonable prize attracts huge amount of fashion ladies and it has become leader of women’s dress in the fashion industry in China Ochiry owed its success to the excellent marketing strategies in China. Firstly，company has precise positioning of target group ( age between 25-45) and clearly designs style of the brand. Secondly, the mode of operation drives increasing sales of stores. For example, headquarter with flat supply Channel directs to store that gained the profit maximization and reduced unnecessary expenditure. Thirdly, different sales and marketing channels like selling products online from Taobao for instance, has also been increased the market share and brand awareness.
Metersbonwe is a Chinese casualwear fashion brand which targets teenagers and age at 20s. It is the biggest Chinese casualwear fashion brand which still owns 5 layers of flagship store based in Shangghai,China. When marketing expert was doubt that the brand would fail in the intensive Chinese market, however, it has already expanded its market by collaboration with movie industry overseas. Meters/bonwe was ranking at No.61 out of 100- the most valuble Chinese brands 2014. How Meters/bonwe did this successful progress? It was all about extraordinary aspects of branding strategies. Firstly, the brand brings energy with the vitality of attitude to the young fashion people. Secondly, with increasing life quality of Chinese people, Meters/bonwe meets people’s demands of perusing leisure life style. Thirdly, the choice of spokesmen makes a difference- since Jay Chou becomes the spokesmen of the brand who has been brought the vitality of entertainment industry into the fashion brand The company is now trying to gain more apparel market share by increasing stock turnover and highly impacting of advertisment on the young fashion audience.
This is another good example of Chinese brand goes global. Bosideng has opened its first overseas store in London in 2012. This brand is focus on high standard production of men’s wear in detail of tailoring and fabrics and very famous in China. According to Forbes, the expansion of European market of Bosideng has a limitation of customer. It’s customers are mainly London based- Chinese , overseas students or tourists. This situation is going to be hard for the company in the long run if the company is not going to improve the marketing strategy.However, the CEO of BosidengMr.Zhu announced that the future of marketing strategy of Bosideng will be focusing on expending by means of e-commerce and building relationship with premium department stores in London, and of course inputting of hiring local fashion designers who know the market trend is important to international market of Bosideng, because they are knowing better of customer tastes in London.
Septwolves is the most successful men’s business fashion brand in 2013 in China. Just in the half year of 2013, Septwolves profited RMB256m out of sales RMB 1.4bn. (Statistics from just-style). Septwolves Group has continually renewed their marketing strategies so that they can follow the market trend and conditions. And now the company defines its marketing strategies as multi-dimensional and multi-level branding strategy. Customers in any areas can find that Septwolves is the best brand to fit into their ideal life style. Recently, Septwolves is not just selling men’s suits series, but also other series under the brand like casual club series, women series, children series and designer’s series etc.At the same time, Septwolves enhances the distribution channels advantages so that real- time logistic and distribution services and information system can go through all internal sales outlets (source from official Septwolves website)
Gujin is a Chinese lingerie brand, which targets women who has elegant intellectual taste. The company’s idea of ‘ hoping all women healthier and more beautiful’ has won women’s heart and social credibility in China. Gujin’s marketing strategy puts itself ahead of other lingerie brands. Firstly of all, Gujin puts emphasis on fashion without being harmful to healthy. Secondly, Gujin sees itself as local Chinese fashion lingerie brand .It is not only focusing on the design and quality but also the deep understanding of Chinese women’s needs and Characteristic of the Eastern women. Thirdly, massive media coverage like advertising strategy, online promotion, and fashion show really grabbed every woman’s attention all the time. Currently, Gujin has been expanded its market to Overseas like France, Italy, Span and Janpan. And it has become one of well-known brand in China. It is fashionable with reasonable prize that every fashion women can afford it
Belle footwear brand started its business in 70s in Hongkong and is now the No.1 footwear brand with its more than 10,000 store opening in China. Belle has meaning of ‘beautiful woman’ in French. The brand aims to let all women wearing its brand everywhere in the world. The brand is mainly targeting group of women at age between 20~ 40. Belle won women’s heart by using its soft marketing and customer relationship marketing and what they want women to know is that women need a pair of beautiful shoes and this idea was really touching to women’s emotion and getting connection between the brand and customers. According to 100the most valuable Chinese brands in China 2013, it was at highest apparel entrant at position of No.42.
This is a designer fashion brand appears on the fashion week regularly, which founded by Mr. Sander Zhou. His brand is all time favorites for the magazine in terms of its design with combination of realism and aesthetics of fashion. Sander with his brand has been waved Chinese fashion industry and the attitude of men’s fashion in China- menswear can be not just brave and confident but also narcissism. Does he promote himself and his brand? Of course! Although his talent has been recognized internationally, his is always seeking the opportunity to work with the best of the best. As you can from the banner below- he stated on his website that always welcome and glad to work with the best fabric supplier and garment factory!
MJ is one of the fast growing local Chinese fast fashion brands since 2013, and it is the only brand, which can compete with the brand like H&M and ZARA in home China. The reasons why the name of brand can be recognized and remembered by customers is that the brand has quality of luxury brand but with reasonable price. Besides the cost performance, MJ style has other competitive advantages as a Chinese local brand and more opportunity to enter in second -tier cities However, if the brand wants to go further of the game, it has to find it’s own way and identity in the market. As we all know that Chinese people like Western brand more than local one, especially for young fashion people. .
Why Lining can be listed in the top 10-fashionbrand? I would like to stress on the meaning of ‘Lining ‘. It has become one of memories for people who were born in 70s and 80s.Lining was a leading Chinese sportswear, which had big market share before the Chairman announce re-positioning its brand in 2010. The main reason Lining failed in the market is that giving up on loyalty customers and trying to make a great leap forward and win 90s young customer only. Big changing of slogan from ‘anything is possible’ to ‘ made the change’ lost its loyalty of customer. Secondly, mistaken of re-positioning- goes international first and then local market.Thirdly, lack of product development and product innovation makes customer to choose other brands. Although this brand is not No.1 sportswear in China anymore, however, it is still the only one Chinese sportswear brand known by worldwide than any other brands.
By Elliot Dao Fashion branding specialist