Entering the Chinese market requires a few precautions in order to target the right clientele and succeed in doing business in China. Here's a practical guide to expanding in this fast-growing fashion market!
A closer look at Chinese fashion habits
In China, fashion has become a true symbol of modernity, especially in the big cities. Young Chinese enjoy a comfortable lifestyle, and budget accordingly for their clothes and accessories. In particular, they appreciate luxury products as a guarantee of high quality, unlike Chinese products whose reputation is still fragile and which young people shy away from.
50% of the world's luxury consumers are Chinese: an impressive figure that demonstrates the importance of targeting this fast-growing market. In particular, the Chinese appreciate Western fashion and are looking for original pieces that will highlight their uniqueness. It's time to showcase your "made in France" products.
How to target Chinese expectations?
If you want to do business in China, you need to have a good understanding of the market you'll be targeting, especially with regard to the following points:
Country codes: colors, numbers and language differ from culture to culture. What seems attractive to one may be unpleasant to another. So be careful before sending out e-mailings!
Consumer habits: to find out what appeals to the Chinese, you need to find out by talking to them, surfing forums, listening to conversations... Assess the typology of the customers you're targeting and the average budget they have.
Competitors' prices: it's important to find out about the prices offered by companies selling the same types of products. This will help you understand local pricing policies.
The keys to developing your fashion business in China
To succeed in developing your fashion business in China, you first need to focus on your brand's image. Indeed, the Chinese appreciate international brands with a strong image and like to be fully informed about products. As the Chinese are ultra-connected, it's ideal to have a strong online presence.
You create your website in Mandarin so that Chinese consumers can easily find your products. Communication on social networks is essential for communicating with your future customers and building an e-reputation.
Applications like Wechat, used by hundreds of millions of people, can be used to advertise your brand. Forums are also a good way to find out what consumers think of your products.
Finally, if you have the necessary budget, you should bet on Key Opinion Leaders (KOLs), those influencers who make fashion rain and shine.
To sell your products, there are e-commerce platforms like Tmall, which controls almost 90% of the Chinese online transaction market. A great way to increase your brand's visibility!
Last but not least, you also need to give time for Chinese consumers to get to know your brand. Once your brand is well identified, fasten your seatbelt, because the acceleration will be strong and intense!
The fashion market in China is constantly expanding, and products are gaining in quality thanks to the emergence of talented designers. If you are interested in working with China, ISAL Paris offers training to develop your international business.
