Chinese fashion brand pioneer Jiangnan Buyi’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. Through its light style, soft design, and high-quality fabrics, Jiangnan Puyi quickly moved out of its birthplace of Hangzhou and successfully entered the international market. 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.

Jiangnan Puyi has been operating in the SoHo business district in 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 and become a part of New York fashion. . Recently, Jingri Media interviewed the brand's US public relations representative Megan Maguire Steele on Jiangnan Buyi’s overseas expansion strategy and entering the New York fashion world.

"Fine Japan Media": Can you briefly introduce Jiangnan commoner? How was the brand founded?

Megan Maguire Steele (MMS): Jiangnanbu Garment Co., Ltd. was officially established in Hangzhou in 1994. In the same year, the company launched the brand JNBY SINCE 1994, 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.

"Fine Japan Media": How popular is Jiangnan Buyi in foreign countries?

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.

"Jingri Media": Jiangnan Puyi’s concern for the Canadian market far exceeds 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.

"Fine Japan Media": What are the opportunities for Chinese brands abroad, especially in the United States? Do you think Chinese brands are mature enough to enter the international market?

MMS: The US market is definitely opening its doors to the East. Hangzhou is the origin of Jiangnan's commoner clothing and is a place that inspired design. The HSR shortened the time from Shanghai to Hangzhou to less than 40 minutes, which has contributed to the promotion of Hangzhou as an international tourist destination. In addition, the “New York Times” listed Hangzhou as one of the best tourist destinations in 2011, and it also allowed Hangzhou to enter a new line of sight for the American press and designers.

Vogue China is also exploring its own "potential shares." Vogue China's "Asian Special Issue" in September made a grand recommendation for Jiangnan. The popularity of Jiangnan Puyi is due to the fact that it allows the public to have a more in-depth look at China's design energy, which is a valuable resource for China's domestic market and international market.

"Jinri Media": Today, Jiangnan Buyi's first flagship store in the United States has been operating in New York for a year and a half. How does American consumers react to the brand?

MMS: Jiangnan Puyi is very popular in the US market. Initially, Jiangnan Puyi opened a pop-up store in the United States. The unusual success of the guerrilla shops prompted Jiangnan to open a permanent flagship store at 75 Greene Street, Soho District, Lower New York City. Since consumers in New York are always looking for novel designs, the store is also very easy to get "return customers" of all ages.

"Jinri Media": Jiangnan Buyi recently launched a new children's series. Can you talk about the current high-end children's clothing market?

MMS: The U.S. high-end children's apparel market has considerable investment opportunities. Many brand names such as J. Crew, Gap, or the avant-garde brand Stella McCartney now have children's series. Recently, we have also seen a growing number of fashion children's clothing blogs such as the Planet Awesome Kid. High-end children's fashion is definitely a market full of opportunities.

"Jinri Media": How does Jiangnan Buyi compete with Aimei Kobayashi's Comme Des Garcons and Yohji Yamamoto of Yohji Yamamoto?

MMS: Although Jiangnan Buyi has similarities with Kawai Kubo** and Mr. Yamamoto's design format, it is its popularity that can really make Jiangnan Puyi a surprise winner. In addition, the unique design and diversified clothing styles allow consumers to collaborate freely and fully demonstrate their individuality. All in all, Jiangnan Buyi has won the favor of many consumers with its exquisite, avant-garde design concept and affordable price.

"Jinri Media": Will Jiangnan Puyi participate in New York Fashion Week this fall?

MMS: Jiangnan Puyi participated in Fashion's Night Out on September 8 this year. The event is a joint event between New York City and Vogueg that deepens consumer and retailer relations. On the day of the event, thousands of retailers in five districts in New York will extend their business hours to allow the public and designers to “close contact”, watch in-store performances, and participate in various activities supported by retailers.

Jiangnan Puyi's store layout will have a strong Chinese flavor to celebrate Chinese tradition. Specifically, Jiangnan Buyi will host a game party with Chinese characteristics for parents and children. Adult customers will have access to Jiangnan adult clothing valued at up to $300 by playing flop games. In the flop game, each player will have 3 chances to find the same pair of mahjong tiles. There is only one pair of cards in the game, and the fastest player to win will win. The children can choose to participate in the chopstick competition, where the children need to use chopsticks to clamp five round objects from one bowl to a bowl on the other. If the object falls, the game has to start again. The first child who completes the game will have access to the Jiangnan clothing children's clothing worth up to US$200.