The Olympic Uniform Problem Did Not Affect Chinese Clothing Retailers' Business In London.

Some time ago, a US senator was angry at the fact that the US Olympic delegation's uniform was "made in China" and suggested that they should be stacked together and burned. But in London, a large China. clothing Retailers do not seem to be nervous about "made in China".

In July 21st, the United Kingdom launched a series of special topics on the Olympic Games. In the article from "suburb to town: Chinese brand in London", the author tells the story of a Chinese clothing enterprise entering the British retail market. The following is a full text translation.

Earlier this month, an American senator was angry at the fact that the uniform of the US Olympic delegation was made in China, and suggested that the clothes should be piled together and burned. However, a large Chinese clothing retailer does not seem to be nervous because of "made in China". In July 26th, the Chinese company will open a men's wear flagship store near the London Deluxe Business District, Bond Street. Less than 10% of its clothing will be made in China - a lower grade than many west London stores.

The London store is not the first store opened outside China. Green, Woods, a York based clothing store retailer of the company holding Greenwoods in 2009, opened three small stores in the small towns of Britain (including those that seemed to be more receptive to their brands). They only spent about 20000000 pounds (31 million dollars) to buy a real estate in South Morton street, and spent nearly 10 million pounds to decorate it. The two floor of the top floor was used as the office of their future European branch. Of course, the slowdown in consumer spending is not a concern for the company, because its wealth target market will not be affected by these disturbing factors.

The company is famous for making mid-range thermal jackets in China, but in Britain they will sell expensive suits and trousers. They plan to sell with the exclusivity principle of "no more than 50 pieces of each style", and maybe sell different brands in the store. In fact, what surprises people is the Chinese eyes of "x * London" - Jensen, the British Retail Director, explains that the lines of clothing are designed by British designers, inspired by British style and integrated into Chinese elements. Products sold in nearly 11000 shops in mainland China will not appear in London. Instead, if Chinese consumers aspire to get a product with London logo, they will have to go to the UK to choose, because even the company's logo will be different.

Opening a store in London is a road to success. They hope that Chinese tourists will tell their friends about the high-end shop in London after they return home. David Tang, a Shanghai based Tang Liansuo brand and the Hongkong restaurant in China, explained this strategy: "as long as Westerners are accepted, they can induce more people in China to buy." Other Chinese brands also want to set up shop in London's commercial district, but they failed to find the right property, according to Paul - rich, chief China analyst at Mintel. The surrounding area of the west end of Oxford street is the choice after the key investigation. Few houses are sold in this extremely expensive area. The company hopes that the location of the store can convince the shop owners that they are also concentrating on the grade of clothing.