Counting from May 31, 2016 stationed Lynx, the French women's brand BEIYAYAN Beja Yan to enter the Chinese market has more than more than a year. And many foreign brands into the Chinese market after the same BEYYAYAN Bayan Yen also need to solve the localization problem. After a year of exploration, BEIYAYAN Pu Ya Yan seems to find a way out.
BEIYAYAN Bayan Yen was founded in 1913 , to the romantic seaside city of Nice in southern France as a starting point to open the women's journey. After more than a hundred years the brand does not fall through the storm, from beginning to end are always on the quality of the consistent. BEIYAYAN Bejae Yen customer groups located at the age of 28 to 45 years, including the golden age of the woman dressed, from beautiful young to mature and elegant, through a style of different styles of women's clothing, BEYYAYAN Beja Yen will be interpreted by women of each stage Extremely in place, to bring them unlimited confidence, but also allow them to freely walk between the workplace and family.
In China, with the substantial improvement of living standards, people have more and more requirements for dressing. Compared to France, the Chinese market is larger and the potential purchasing power of consumers is stronger. BEIYAYAN Beya Yen The target group of women, most people in the real play the role of the workplace elite and housewife dual role, how to keep them under the best status of different identities, Beiyayan Beya Yen has been thinking about things. Since the brand was founded 104 years BEIYAYAN Pu Ya Yan has been strictly adhere to the French garment tradition, while continuing to combine new materials and new technology, women always pursue the elegant character, so that they always confident, elegant.
Why enter the Chinese market? BEYYAYAN Beiya Yan gives the answer is do not want to miss this golden opportunity, a high-end women's have a huge consumer potential market. After entering the Chinese market, BEIYAYAN Pu Ya Yan quickly stationed in the world's largest retail trading platform Alibaba's Lynx Mall. Compared to open up online channels quickly, BEIYAYAN Beyerdynamic line is slightly cautious to open up, so far, the brand only operates in Suzhou, China headquarters opened a BEYYAYAN Beiyan women's boutiques, but the next shop The plan has been put on the agenda, BEIYAYAN Bayan Yan line shop goal is to enter more competitive cities.
At the same time, BEIYAYAN Beya Yen also put more energy on product development, continue to design and introduce more women's habits in line with Chinese consumers. Not long ago, BEIYAYAN Beja Yan 2017 spring and summer series officially released, the main product series of heavy silk shirt made of 100% silk, according to the design characteristics of Chinese women also made a series of changes. It is these moves, not only make the product on sale, but also continue to pave the way for Pu Ya Yen localization. Next, BEIYAYAN Beya Yen will also continue to carry out more localization attempts, of course, the core is still inseparable from the product itself.
BEIYAYAN Pu Ya Yen localization of the road to other foreign brands also provide a reference. Only with the actual local market, consistent with the introduction of the local market products and services in order to overcome the localization of the various "acclimatized", it will make the localization of the brand more and more smooth.
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