Korean Fashion Brands Are Facing Resistance In China

< p > China's clothing market is huge, Korea a href= "//www.sjfzxm.com/news/index_c.asp" > garment enterprise < /a > entered a large number of years ago, but many Korean enterprises did not get the expected revenue in China.

After the ebb and flow, Korean clothing enterprises only left some powerful brands, which expanded rapidly in the Chinese market.

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< p > China's clothing market has increased three times in the past 10 years, and Europe and the United States have become the world's largest and most important three markets.

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It is not surprising that Korean fashion companies have penetrated into the Chinese market in the past 10 years, P.

However, because of the lack of long-term strategy and insufficient understanding of Chinese culture, most of the Korean enterprises that enter the Chinese market have failed.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Jessi New York < /a > LG Fashion is one of the few Korean enterprises that have achieved success in the Chinese market. Their success is attributed to the localization strategy and brand differentiation.

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< p > women's casual wear brand Jessi New York started in 1998 and began to contact the Chinese market in 2005.

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< p > Jessi New York indicates that the company has set up factories and R & D centers specifically targeting the Chinese market, so as to understand this market well.

Since 2009, Jessi New York has been expanding its distribution channels, laying the foundation for future business expansion.

At present, Jessi New York is mainly sold in Chinese department stores, and Jessi New York can be seen in more than 40 high-end shopping malls in Beijing, Shanghai, Hangzhou, Nanjing and Tianjin.

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< p > industry experts say that the success of Jessi New York is mainly due to its localization strategy. It belongs to a large group in Korea, so it has strong financial strength, but it spends a lot of time planning and investing cautiously.

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< p > at present, there are 120 employees in Jessi New York (China) company, about 80% of whom are Chinese.

Jessi New York plans to open more than 60 stores in China.

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P, LG Fashion's Hazzys is Korea's three largest a href= //www.sjfzxm.com/news/index_c.asp, casual wear /a, and Hazzys entered the Chinese market in 2007. Since then, its sales volume has increased by 100%, and has opened 150 stores in China.

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< p > LG Fashion has many brands, such as Lafuma and TNGT.

In addition to its operation in the Chinese market, it has expanded its business to other Asian countries and regions.

For example, Hazzys opened a storefront in Taiwan last May, becoming the first Korean brand to open a shop in Taiwan.

Recently, Hazzys also signed a cooperation agreement with Thailand distributors.

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"We are committed to making Hazzys a global brand, not only in China and Southeast Asia, but also our strategic goal," said Koo Bon-keul, President of P LG Fashion.

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Korean fashion has a unique style. It combines traditional Korean style with modern design style. Korean clothing has many fans in China's consumption, and even some Chinese manufacturers imitate their "Korean style" to make their own p clothes.

Among the young people in China, there has been a wave of "Han Korea". Korean clothing has been selling well.

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