Jiangnan clothing women's overseas marketing strategy

Since its establishment in 1994, Jiangnan Buyi (JNBY) has proven to China and the world the strong potential of Chinese brands as fashion pioneers. With light style, soft design, and high-quality fabrics, Jiangnan commoner quickly stepped out of its birthplace in Hangzhou, and successfully entered the international city Changjiangnanbuyi's first multinational boutique in Moscow quickly led to its broader international expansion. Shortly afterward, Jiangnan Puyi opened stores in Tokyo, Hong Kong, and Singapore, and later he threw “Hydrangea” to North American and European countries. How does Jiangnan Buyi succeed? In our opinion, rapid entry into the market and in-depth understanding of the target market may be two important factors for the brand's success.

Jiangnan Puyi’s first multinational boutique in Moscow quickly led to its wider international expansion. Shortly afterward, Jiangnan Puyi opened stores in Tokyo, Hong Kong, and Singapore, and later he threw “Hydrangea” to North American and European countries. How does Jiangnan Buyi succeed? In our opinion, rapid entry into the market and in-depth understanding of the target market may be two important factors for the brand's success.

Fashion Brand: Jiangnan Buai Women's Clothing Jiangnan Buyi has been operating in the SoHo business district of New York City for a year and a half. The Chinese brand is fulfilling its mission of introducing the elements of Chinese contemporary fashion style to the world and striving to localize the brand. New York fashionista. Recently, the author interviewed Megan Maguire Steele, the American public relations representative of the brand, on the topic of Jiangnan Buyi’s overseas expansion strategy and his quest for New York fashion.

Author: Can you please briefly introduce Jiangnan commoner? How was the brand founded?

MeganMaguireSteele (MMS): Jiangnanbu Fashion Co., Ltd. was officially established in Hangzhou in 1994. In the same year, the company launched the brand JNBYSINCE1994, which focuses on women's wear. Jiangnan Puyi's team was created by 11 graduates of arts and design. Our brand motivation derives from constantly inspiring and nurturing individual interpretations of modern life styles. Jiangnan Puyi's team was inspired by all aspects of culture, such as music, art and architecture. The diversification of commoner designs in Jiangnan further embodies the brand's purpose of satisfying consumer individuation.

Author: How popular is Jiang Nan's commoner abroad?

MMS: As early as 2003, Jiangnan Puyi has 400 branches in China. In 2005, Jiangnan Puyi established the first overseas shop in Moscow. Afterwards, the company continued to expand overseas and in Tokyo (2006), Hong Kong (2006), Singapore (2007), Canada (2007), Bangkok (2007), Georgia (2009), Barcelona (2009), Seoul (2009), New York (2010) established a new store. Today, Jiangnan Buyi owns 600 stores around the world, most of which are concentrated in China. In spite of this, the expansion of the international market will continue to be one of the main strategic goals of Jiangnan Puyi.

Author: Jiangnan Buyi’s concern for the Canadian market far surpasses that of the United States. Why?

MMS: "It's far more than" is not worth mentioning, but Jiangnan commoner does have four stores in Canada, but the United States has only one, because Jiangnan Puyi has entered the Canadian market for four years, and in the United States only one and a half years of operation. However, from the perspective of the growth rate of the business, the two countries are divided. Due to cultural differences, Jiangnan Buyi’s market strategy in Canada and the United States is not the same. In the United States, Jiangnan Buyi will pay more attention to the expansion of the wholesale market, while in Canada, it is biased towards the expansion of independent flagship stores.