International Fur Brands Accelerate The Layout Of Chinese Market

With China as an example

At the beginning of this year, the thirty-eighth China International Fur and leather products Fair (hereinafter referred to as the Leather Fair) attracted exhibitors from countries such as the United States, Europe, Japan, Korea, Australia, New Zealand, Russia and Hongkong. After the exhibition, the fur of Copenhagen in Denmark immediately held 4 months of "happiness spokesperson" selection activities in 7 cities in China, which became the largest promotional activity in 20 years of entering the Chinese market.

Fur consumption in China enters a rapid rise period

"Fur fur Market Research Report of 2011~2016" released by Shang Pu consulting shows that the global fur production has entered a relatively stable period. However, fur consumption in China is showing a rapid upward trend, and has become a major consumer country in the world.

According to statistics of China Leather Association, in 2011 1~10, the gross industrial output value of fur and products enterprises above designated size was 47 billion 500 million yuan, up 29.2% compared to the same period last year. In 2011 1~10, the output of fur garments at above scale increased by 2 million 410 thousand, an increase of 12.6% over the same period last year. In 2011 1~9, the gross profit of fur and tanning products and products was 3 billion 150 million yuan, an increase of 24.6% over the same period last year. In 2011 1~10, China's fur and products (excluding raw fur) exported 2 billion 200 million US dollars, up 47.3% over the same period last year.

"Fur industry will have vast space for development in the Chinese market."

Steven Hurwitz, chairman of the International Fur Trade Association (IFTF), said at the Leather Fair held recently: "with the continuous improvement of China's per capita income and the continuous updating of people's consumption consciousness, fur is no longer a patrons of dignitaries and celebrities, but will become increasingly popular and more fashionable and casual."

Because of the debt crisis in Europe and the United States, the high-end consumption ability has been seriously impacted.

In contrast, China

Copenhagen has the world's largest fur auction house, holding 5 world-class fur auctions annually, selling over 20 million mink skins and a substantial number of Fox Skins, lamb and Rex rabbit skins, accounting for more than half of the international fur auction market share.

Kenneth Loberg, director of leather sales in Copenhagen, said: "in 2011, the global sales of fur in Copenhagen amounted to US $1 billion 500 million, and the Chinese market contributed 70%.

In the Chinese market, fur has an immeasurable market potential.

Conservatively estimated that in 2011, there were about 850 thousand mink fur coats sold in China, with an average retail price of twenty thousand yuan per mink coat. The total retail sales amounted to 17 billion yuan in the whole year.

The sales volume of Chinese fur clothing is bigger than many people expected.

Force two or three line Market

"China is the most important market in the world and has a bright future. We must pay high attention to it."

"This is why we have to carry out new activities every year to support a variety of partners, including retail and production," Kenneth Loberg said.

Our various projects, including retail projects, production projects, and the fur training program jointly launched by Tsinghua University and China, have increased our business in China by 50%.

Copenhagen fur is the leading brand of foreign fashion industry in China.

Kenneth Loberg said that the purpose of the move is to foster the cutting-edge fashion in China and to foster the forward-looking thinking of innovation in China, and lay a good foundation for the development of the fur industry in China.

In the history of fur consumption culture in China, fur has always been the exclusive possession of Northeast China.

But the international fur brand business in China is not confined to the northeast, but is flourish in China.

Kenneth Loberg said fur sales in Copenhagen were not only large in the Northeast market, but also growing rapidly in East, central and western regions.

Li Rumei, deputy general manager of Harbin international fur city, said: "fur consumption is not unified in Northeast China. The purchasing power of North China, Southern China and even the South has begun to appear."

Li Rumei said that the consumption of fur is no longer limited by climate, material, style, color and other factors. In recent years, production technology and fashion elements have been continuously strengthened.

Because of the positioning of luxury goods and the influence of top brands, fur is loved by more and more consumers.

Of course, the most important reason is that China's economy has maintained rapid growth, and people's consumption ability has been continuously improved.

This "happy spokesperson" selection activities, Copenhagen fur chose Shenyang, Shanghai, Beijing and other 7 cities as the main and sub division.

At the same time, Copenhagen fur is also cooperating with leading fur shops in China, including Harbin KC fur, Changchun Paris spring fur, Shenyang's big fur flagship store, Dalian San Bang fur, Taiyuan Lisheng mink, Beijing burdy fur and Shanghai MATTIAFURS, with a view to achieve a broader market in China.

Besides the first tier cities, the fur market in the two or three tier cities should not be underestimated.

China fur "heavy land" Yuyao City, Zhejiang Province, in 2011, fur clothing and apparel trade volume accounted for 1/7 of the world, and became the world's largest mink skin clothing trading center.

Due to the drive of the national market, Hebei has formed various characteristic industrial clusters in Yangyuan, Suning and Xinji in the past 10 years.

At present, the fur industry has become a pillar industry in many places.

Apart from the extensive layout, the two or three line market has also become a new strategy for the international brand layout in the Chinese market.

Kenneth Loberg said: "in the past 20 years, the Chinese market has become the focus of fur industry in Copenhagen.

The Chinese market has brought its rich rewards to its confidence and determination in the Chinese market.

In the future, Copenhagen fur will strengthen its investment in existing projects in China and begin to extend its tentacles to the two or three tier cities, because we have seen the potential.