Whether The Sales Of Japanese Brand Clothing In The Chinese Market Have Been Affected After The Diaoyu Islands Incident

　　 Japan in 2010 brand Large scale Chinese market "digs gold"

In 2010, many Japanese clothing The manufacturer introduced its brand to China for the first time. The promotion activities of Japanese textile and clothing from Beijing to Shanghai have the trend of collectively developing the Chinese clothing consumption market. Frequent promotional activities make Japanese style clothing closer to the Chinese consumer market. While expanding overseas markets, Japan has tightened measures to import clothing, reducing the number of clothing imports, and the number of Chinese clothing exports to Japan has been cut.

Japanese clothing promotion spared no effort

At the end of the year, the "Tokyo Vision" clothing promotion activity was held in Shanghai. "Cool and cute" is the outstanding impression of Japanese clothing in this "Tokyo Viewpoint" promotion activity.

In the opinion of Tetsu Watanabe, the head of the Creative Industry Promotion Office of the Ministry of Economy, Trade and Industry of Japan, China has not only become the production base of global clothing and fabrics, but also is becoming an important clothing consumer market. Especially young women in their twenties and thirties in cities are very sensitive to changes in global fashion and fashion, forming a considerable consumer group. It is for these reasons that Japan's Ministry of Economy, Trade and Industry chose Shanghai to carry out clothing promotion activities.

Industry insiders also predicted that after 2010, China's clothing consumption market will gradually enter the personalized market, that is, integrating personalized taste into fashion. This has provided new business opportunities for global well-known clothing brands, including Japanese enterprises.

It is reported that, as one of the world's fashion centers, Tokyo has led the fashion trend in Asia for many years with high-quality, high-tech clothing fabrics. In 2010, a total of 21 Japanese companies came to Shanghai to promote, displaying seven fashion brands, eight children's clothing brands and high-performance fiber fabrics with high strength, lightweight, breathable and waterproof characteristics newly developed by seven enterprises.

This is the first wave of Japanese clothing brands to the Chinese market.

　　 In 2011, Japanese girls' clothing brands seized the Chinese market, relying on fashion shows and electronic platforms

Following Uniqlo, Honeys and other Japanese clothing brands in China market After making impressive achievements, more than ten Japanese girls' clothing brands, including rosebullet, LIZLISA, and Hany's Closet, launched large-scale promotion in the Chinese market at the same time last week, and used e-commerce websites to lay products.

By "Fashion Ceremony"

Three dimensional promotion

On May 7, 2011, CECIL McBEE, COCODEAL, DRESCAMP, Hany's Closet, Joias, Kitson, LIZLISA, Lovedrose, rosebullet, Ravijour 22OCTOBRE and other 11 Japanese girls' clothing brands participated in the "Tokyo Girls Collection promotes its brand through clothing shows, T-GIRLS talent shows and other activities. It is reported that the previous TGC was held in Japan, which is the first time to land in China. Industry insiders believe that from the perspective of Japanese clothing brands that have entered the Chinese market before, businesses really see the huge purchasing potential of the Chinese market.

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Learn from the market experience of "predecessors"

In the nine years since it entered the Chinese market in September 2002, UNIQLO has opened more than 50 stores in major cities across the country, including double digit stores in Shanghai and Beijing. The entry of fast fashion brand Honeys into China is more dramatic: its president came to Shanghai on business, not to investigate the Chinese market, but decided to enter the Chinese market on the same day. So Honeys opened its first store in Shanghai in January 2006, and the sole proprietorship Hollice (Shanghai) Clothing Trade Co., Ltd. was established in April.

However, as far as the current situation is concerned, there is still a big gap between the development of Japanese clothing brands in the Chinese market and that of Japan itself. According to insiders, Honeys stores in Japan have a large area, but it is difficult for Chinese stores to provide a display environment comparable to that of their home market. Moreover, the mainstream fashion trend in China is still dominated by European and American fashion brands such as H&M, ZARA, and Japanese brands such as break n butter and IIMK, which are positioned as "girl brands" but have relatively high prices, are difficult to achieve leading positions.

Laying products by electronic websites

The experience of "seniors" entering the Chinese market has also opened a "new road" for Japanese brands to promote this time: to develop the vertical e-commerce website "TGC Fashion Mall" and build their own "fashion industry chain".

Industry insiders believe that the new model of vertical connection between fashion shows and e-commerce enables consumers to have faster and more comprehensive access to fashion information, breaking the situation of asymmetric fashion information between professionals and ordinary consumers. This allows many local consumers without TGC stores to buy goods newly entering the market without paying agency fees, high express fees and other fees. At the same time, it also solved the problems of store style and product display.

This is the second step for Japanese brands to selectively enter the Chinese market.

　　 In 2012, the "Diaoyu Island" incident forced Japanese clothing brands to move to Southeast Asia in the third step?

It is reported that large Japanese garment manufacturers are accelerating the shift of production focus and consumer market from China to Southeast Asia. Recently, more and more high price goods for department stores began to shift their production and sales to Southeast Asia. This is because these ASEAN emerging economies have lower labor costs and tariffs than China.

A clothing chamber of commerce plans to start producing women's brand down jackets for two department stores in Myanmar from the middle of August. Taking the long down jacket with fur at some positions as an example, the sales price in Japan is close to 30000 yen (about 2402 yuan), which can reduce the cost by about 5000 yen (about 400 yuan) compared with the production in China. In the future, the production of men's trousers will also be transferred to Myanmar.

In addition to soaring labor costs, ensuring labor supply is also becoming a problem in China. The labor cost in Myanmar is very low, only 1/5 of that in China. Because it is very easy to ensure the supply of personnel, Sanyang Chamber of Commerce decided to place the production in the sewing factory in the suburbs of Yangon. Since Myanmar can apply Japan's "preferential tariff system" for developing countries, products exported to Japan can be exempted from tariffs, and this advantage will also be reflected in the price. Moreover, the economic development of Southeast Asian countries is rapid, which is very suitable for potential consumer markets.

A Japanese holding company also plans to increase the proportion of production in Southeast Asia, which is currently only about 10%, to about 30% by 2015. In the future, the production of leisure clothing and sportswear will be transferred from China to Southeast Asia. World Group, a Japanese company that produces about 60% of its products in China, also plans to transfer its production to Vietnam and other places.

Due to the rise of low-cost clothing such as Uniqlo and other foreign fast fashion brands, consumers are increasingly picky about price requirements. As a sales channel for large clothing manufacturers, Japanese department stores are flowing to specialty stores and fashion malls. As of last year, sales have declined for 15 consecutive years on a year-on-year basis. The current situation requires clothing companies to sell clothing with higher added value in design and other aspects at a lower price.

Observing the trade statistics of Japan, it can be found that due to the impact of production withdrawal from China, clothing imports from the ASEAN region increased by 22% from January to June this year compared with the same period last year, maintaining the growth momentum, in sharp contrast to China, which declined by 4%. With the signing of the Economic Cooperation Agreement (EPA) between Japan and ASEAN, textile tariffs have been abolished, which also makes ASEAN's advantages more obvious.

The fastest growing products are polo shirts, sweaters and other knitwear, while the fastest growing regions are Myanmar and Cambodia, where preferential tariff restrictions began to be relaxed last April. The import volume of knitwear from the two countries that do not need to pay tariffs increased by 50% over the same period last year, with rapid growth.

In addition to the products for department stores, this trend is the same. Nippon Shoji Co., Ltd., which operates Muji Shoji, a general grocery store, plans to knitting The production proportion of products in Southeast Asia has increased to 70%. Previously, China accounted for 70%. The production bases of products with complex processes such as coats and jackets will also be transferred to Southeast Asia in the future.

Reflecting on it, the clothing market, like other commodity markets, has its own phased period. Regardless of the outcome of the Diaoyu Island incident, timely transfer of goals and change of tactics should be a wise choice for clothing enterprises and businesses.

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