Japanese children's wear brand accelerates the development of the Chinese market

Since the earthquake in 2011, the cost of goods has risen and the Japanese economy has continued to slump. Many Japanese industries have invested their goals overseas, and the apparel industry is no exception. As the emerging force in the apparel market, the strength of the Japanese children's wear brand cannot be underestimated.

It is understood that the Japanese children's wear brand DreamBabys once again aimed at the Chinese market. The clothing manufacturers in the Nagoya/Korea region of Japan are busy exploring the Chinese market. Beginning in May, except for Shimamura, which has stores in Shanghai, Japanese monopoly chains and mass merchandisers will be stationed in Shanghai. Japanese goods in China are likely to grow further.

Previously, Nagoya/Ryu apparel manufacturers have launched sales activities in China through a sales model combining sales outlets and agency stores. However, apart from individual companies such as Rio Yokoyama, which sells children's clothes in department stores, most other companies eventually ended in failure and had to withdraw from the Chinese market. The lack of retail experience and difficulties in the recovery of sales receipts are all important factors leading to the failure of Japanese companies’ marketing in China.

In fact, from the beginning of last year, the expansion strategy of Japanese monopoly chain stores has achieved certain results. Island Village has successively launched a series of store expansion plans, and negotiations with agents have gradually entered formality. ANP KIDS, a children's wear brand under the well-known Japanese casual wear brand, has achieved initial success in sales in China.

Sunlary Group, a brand from Japan, had sales of approximately 10 million yen in mainland China last year; Tan Yukyu’s sales amounted to approximately 50 million yen (including Hong Kong, China); Japan’s sales of women’s and baby wear products totaled approximately 1 More than 100 million yen. Although companies such as Takihyo have few sales, they all said that they will double this year.

In spite of this, foreign-funded enterprises have high costs, even in China's domestic and domestic sales markets that have received great attention.

Because according to China's relevant standards, the demand for foreign sales of goods in China is subject to standard GB national standards. The enforcement of this provision is particularly stringent, and there is no shortage of cases in which some foreign-owned production retailers have been banned.

For example, according to GB regulations, China has stricter standards for clothing containing formaldehyde and azo dyes.

Relevant departments stipulated that each kind of checked item needs to pay 2,000 to 3,000 yuan, which is too costly for Japanese companies selling 10 to 20 products, and these companies are often those with many varieties and small quantities. Enterprises, so most Japanese apparel companies have set a minimum of 500 items for each product category. Overall, it is not easy for Japanese companies to take root in China.

The reporter interviewed Shimamura's chairman: "The overall cost of Japanese products entering China will indeed increase, but the impact on the price will not be great. Most Japanese companies have also expressed their optimism for the Chinese market. In addition to dealing with the GB issue, Japanese companies will continue to increase personnel training and strive to become bigger and stronger enterprises in China."