Portsuit: Infiltrating Power Brand and Capital

According to a recent "ELLE Magazine" publication of "The ELLE Reader's Annual Survey" commissioned by A.C. Nielsen, a Canadian brand "Portsight" ranked first. Become the apparel brand that consumers want most.

Brand and capital advance

1993. Baozi opened its first shop in Shanghai, China. This is the best gift it presents for its 32nd birthday. Founded in Toronto in 1961 in Toronto, Canada, the "concise and elegant" style of clothing brands loved by people began to make indissoluble bonds with China.

At this time, Baozi brought people to China not only to all the concepts contained in an international brand, but also to transplant its own capital market to China.

The reason why China's consumer market and capital markets have such a strong interest. "Portsight" does not come from nowhere, but before entering the Chinese market, did a lot of investigation and research.

Two years before entering China, Baozi commissioned an internationally renowned research institute to invest in China. A detailed survey was conducted on the economic conditions and development as well as on the economic capabilities and habits and preferences of consumers. At the same time, Baozi sent senior Canadian executives to China to spend more than a month and from the south to the north on China’s economic conditions, market conditions, and consumption conditions. Two surveys showed that China’s economic development at that time was in good condition and there was a huge amount of room for growth. People had a strong ability to accept new things. more importantly. People's economic capabilities have greatly improved, consumer awareness has greatly increased, and the market has great potential. The southern tour of China’s leaders has deepened reform and opening up, creating an excellent environment for foreign investment.

It can be said that the good economic environment demonstrated by the survey results and consumers’ increasing buying power and desire to purchase have strengthened Bao’s confidence and determination to invest in China. As a result, Baozi fully attacked and appeared in China in the image of a wholly foreign-owned enterprise, and operated independently, and was standardized into the Chinese market. This is also an extremely rare mode of operation for foreign brands entering the Chinese market.

Design and Cultural Parallelism

Born in the beautiful scenery of Canada, "Porth" is positioned between high-fashion and ordinary clothing, that is, Portsuit's clothing has high fashion and fashionable design style and first-class fabrics and exquisite perfect workmanship, but at the same time it has ready-to-wear clothes. The wearability and modest price in life.

This positioning was also moved to China. At the time, the Chinese market was lacking such apparel, especially the needs of successful women in the workplace. Experiences and investigations have shown that women have a strong demand for fashionable things. Therefore, Baozi first introduced their women's collections to the Chinese market, and later slowly introduced men's clothing and Other series. With the diversification of market demand, more product lines have been introduced.

Because of its determined determination to "take root" in the Chinese market, in addition to the frequent adaptation of its products in Paris, Milan, London and other fashion cities, the designers of Ports insist on at least twice a year in China. China draws inspiration from its history, culture and customs. such as. The designer's China Dragon T-Shirt with crystal stones is inspired by Chinese legendary dragons. On the other hand, it also deepens the understanding of the Chinese market and learns more about the habits and needs of Chinese consumers. For example, China has made great adjustments to the clothing type. At the same time, considering the habits of Chinese consumers, it has increased the number of washed fabrics. Convenient for consumers' cleaning and maintenance.

Promotion and Cooperation

"Portsight"'s business policy in the Chinese market is in line with the world, and it also has a long-term perspective. It not only brings popular costumes and elements to China, but also hopes to establish itself in China and make China a truly fashionable country.

In the development and promotion of the market. Baozi actively seeks cooperation with excellent brands in various industries to provide consumers with better products and fashion information. For example, with the BMW Group to launch the BMW Lifestyle series of apparel; cooperation with De Been, Swarovski, DuPont Leica for marketing, displaying the latest information on the world's latest fabrics and apparel; and SK-II and other advanced make-up Brand cooperation, together to interpret the concept of fashion. In cooperation with these brands, strong cooperation has been promoted and mutual promotion has been achieved.

The choice of sales outlets has always been the focus of international brands. In the Chinese market, “Portzuit” continues the principle of site selection for foreign stores, that is, “Portzuit” only opens stores in the most upscale areas or hotels and top shopping malls. These venues can set up and display the elegant image of “Porth”, and at the same time, it is the place where “Potential” actually and potential consumers are in and out. For example, in the New York Financial Center, Bond Street in London and Cambridge University; after entering China, the Hong Kong Peninsula, Beijing Dorset, Shanghai, the United States and the United States, Guangzhou Garden Hotel and Shenzhen Seibu, etc. have become the first choice for "Porth."

Ideas and consumer resonance

For the market, consumers are the ultimate testers. This point, Ports is very lucky. The concise and elegant connotation of Baozi apparel embodies some of the characteristics of Chinese culture. Consumers in China who have a long history and a splendid culture are more likely to identify with cultural temperament, especially those with a good education and self-cultivation. This part of the people are very successful in both life and career. On the one hand, they have relatively strong economic strength and become "real" or potential consumers of "Pozi"; on the other hand, they have a concept of fashion in the crowd. China has the position and role of opinion leaders. From the ideological point of view, their fashion words and deeds and lifestyles tend to chase and imitate people. The simple and elegant “Pozi” can reflect this cultural trait in their hearts. Bao Zi's attention to detail and perfection implicitly expressed their pursuit of quality of life. Therefore, Portsuit's simplicity is more sexy and luxurious. Alternative and other styles of clothing are more easily accepted by people. Because of this, Baozi has a sense of identity with the Chinese market from the depths of internal exchanges, and this sense of identity is mutual, and has been strengthened in the process of mutual recognition. Therefore, Baozi welcomes consumers' love with simple style, high-quality fabrics, tailored fit and comfortable wearing.

Today, Baozi has been on the Chinese market for nearly a decade, with good sales. In recent years, it has grown at a rate of 30% per year. Almost all cities across the country can see the word "Porth" in place in line with the principle of building shop. Visibility of its brand image is evident. At the same time, these outlets also made it possible to recognize Baozi and hope that people with Baozi can purchase it conveniently and quickly.

A good product itself is a pass on the market, and the great success that has been achieved makes the Ports Pass this one unimpeded. If people say that there is something that is not easy for Baozi, it is price. After all, with China's current consumption levels and conditions, Baozi is not yet an ordinary consumer who can easily match. It is only part of the people who can afford it, or part of it is weather resistant.

In the face of the increasingly competitive Chinese market, "Porth" will rely on its first-mover advantage, and believe that its high-quality products and favorable marketing already have relatively stable consumer groups and a firm market position. However, the market is constantly changing, "Porth" still meets the challenges of the future with the power of infiltration.