Superdry Enters And Opens New Market In China

Superdry, the UK's wave brand, has a good market. In the 2016 fiscal year, both revenues and profits have skyrocketed. Recently, it has also entered China, and has opened water in Beijing and Shanghai. When Superdry enters China, how will the market react? What are the plans for the future?

Speaking of the brand of Superdry, the audience who loves fashion and fashion is not unfamiliar. It was born in 2003, and it has the greatest characteristic of the love of symbolic American culture and the advocacy of British style cutting techniques.

The brand is mainly casual wear, such as hoodies and jogging pants. Customer groups It is a teenager under 30 years old. The price of a single piece of clothing is generally less than 100 dollars. So far, Superdry has been sold in more than 20 countries worldwide. Recently, Superdry has entered China in a high-profile manner, and has tried to open a store in water.

Last March, the British fashion brand Superdry and Tmall A Tmall flagship store was set up to provide free direct mail service to the UK. But now, search for the keyword Superdry on Tmall platform can search its store, but click on the entry without showing anything.

Many people speculate whether this is the precursor of Superdry's withdrawal from China, but in June of this year, Superdry The action made this speculation unfounded. It turned out that Superdry always wanted to shop under the Chinese layout line and opened it in China's first store in Disney Town, China. Recently, it opened a shop in Beijing port.

Hu Xiangzhou, general manager of China, said that the flow of the theme park itself is huge in Disney town. There are many people at the door of Superdry shop, which is very good for a brand that comes to China for the first time.

The guests in the shop should say a lot, but not so much as expected. It may be related to Chinese consumers who still do not know much about the brand. They also need more time. So it is in the store of Disney town that more publicity is played. People who like it will buy a lot of things, and will sigh that this brand has finally come to China.

In fact, as early as before, Superdry has also made some attempts in China. Previously, superdry was mainly popular in Europe and other countries such as the United Kingdom. Its internationalization path has been developing rapidly in recent years, especially in the past two or three years. In the process of expanding other international markets, brand discovery, Superdry can also sell well in various countries after leaving Europe, and in recent years, it has been more vigorous and the timing has matured.

Superdry has been preparing for entering the Chinese market for a long time. For the Beijing Yi Di port store, it has been preparing for nearly 6 years, and it has been "deliberate for a long time". According to relevant news, in 2016, Superdry will add 5 stores in China.