Establishing a presence in the Chinese market requires taking certain precautions in order to target customers and successfully do business with China. Here is a short practical guide to expanding into this rapidly growing fashion market!
Focus on Chinese fashion habits
In China, fashion has become a true symbol of modernity, particularly in large cities. Young Chinese people enjoy a comfortable lifestyle and allocate a significant portion of their budget to clothing and accessories. They particularly appreciate luxury goods, which are synonymous with high quality, unlike Chinese products, which still have a fragile reputation and are shunned by young people.
50% of luxury consumers worldwide are Chinese: an impressive figure that demonstrates the importance of targeting this booming market. The Chinese particularly appreciate Western fashion and seek out original pieces that will highlight their unique style. It's time to showcase your «made in France» products!.
How can we target the expectations of Chinese consumers?
If you want to do business with China, it is necessary to have a good understanding of this market, particularly with regard to certain points:
Country codes: colors, numbers, and language vary from one culture to another. What seems appealing to one person may be unpleasant to another. So be careful before sending out emails!
Consumption habits: to find out what Chinese consumers like, you need to talk to them, browse forums, listen to conversations, etc. Assess the type of customers you are targeting and their average budget.
Competitors' prices: It is important to find out about the prices offered by companies selling the same types of products. This will give you a good understanding of local pricing policies.
The keys to developing your fashion business in China
To succeed in the Chinese fashion market, you must first focus on your brand image. Chinese consumers appreciate international brands with a strong image and like to be fully informed about products. Since Chinese consumers are highly connected, it is 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 media is essential for interacting with your future customers and building an online reputation.
Apps such as WeChat, used by hundreds of millions of people, allow you to advertise your brand. Forums are also a good way to find out what consumers think about your products.
Finally, if you have the necessary budget, you should focus on Key Opinion Leaders (KOLs), the influencers who call the shots in the fashion world.
To sell your products, there are e-commerce platforms such as Tmall, which controls almost 90% of the Chinese online transaction market. It's a great way to increase your brand's visibility!
Finally, you also need to give it time for Chinese consumers to get to know your brand. Once it is well established, fasten your seatbelt because the acceleration will be fast and intense!
The fashion market in China continues to grow, and products are improving in quality thanks to the emergence of talented designers. If you want to work with China, ISAL Paris offers training courses to help you develop your business internationally..
