Up now, over 500 international fashion brands have entered into China market. They chose different strategies to enter into China market according to different characters.
On February.24, one brand under Inditex group who is famous in fashion circle Zara show in Nanjing Xi Lu formally. After trial for a period time, it is opened ceremoniously on March.8. This is Zara first flagship store in inland as well as first Spain vogue fashion brand entering into China fashion market.
What s more, the president for communication and foreign business in Inditex disclose that Zara is planning to open other tow new stores in Shanghai and Beijiang in 2006 following with first new store. This brand who own over 850 stores in 60 countries and area as well as 4billion Euro annual sale have apparently regarded China as one of most important market for future.
In reality, not only Inditex group and Zara brand, a great deal of international famous brands and second round brands have covered China high-class and middle-high class fashion market. Taking Beijing as example, international brands spread Wangfujing, Guomao center while some inland brands such as Saite, Yansa only account for about 40%.
With the increasing cooperation between China fashion enterprise and foreign brands in design, producing, marketing, over 500 international fashion brands enter into China market at present. This overseas enterprises and brands compete with China fashion enterprises in design, fabric, craftwork, quality, price, service, culture, storefront, consumer management and advertisement. They also choose different market and strategies according to their own characters.
From 1985 to today, nearly 100 Hong Kong fashion brands are identified by China consumers. After entering into WTO, more and more Hong Kong enterprises enter into inland and major of them have established distribution network in Beijing, Shanghai, Guangzhou etc and further to develop West area and second line cities, such as Mashilong, Episode, Jessica etc.
When Hong Kong fashion brand penetrate inland market, many Hong Kong enterprises move manufacture base to inland. At present, over 70% Hong Kong fashion enterprises have built manufacture bases in Shenzhen, Dongguan etc. due to low cost labor force, government s support and improved traffic condition etc.
