Blue lover looks at the Chinese market Blugirl opened in Beijing Shin Kong Place

Bluegirl Shin Kong Place Store

Under the efforts of Canar International Trading (Shanghai) Co., Ltd., Blugirl, a blue-lined brand owned by the world-famous Italian designer brand Blumarine, was held at the 3rd floor of Beijing's Shin Kong Place in 2011. Spring and summer new product launches. The conference announced that the first store of Blugirl Beijing officially settled in Shin Kong.

Blugirl, known for its sweetness and romance, currently has 350 sales outlets around the world. If the performance of the Beijing Shin Kong Place with a benchmark effect is excellent, then it will accelerate the expansion in the domestic market.

It is clear that China, the world's most promising consumer market, will next be the new sales growth point for Blugirl.

Beginning with Shin Kong Place

Although many domestic consumers are not yet familiar with Blugirl, in fact, it is already "red" in the global market. Blugirl has extensive influence in Europe, the United States, Japan, South Korea, and Hong Kong and Taiwan in China, winning the hearts of countless ladies who love romance and love sweetness.

Currently, Blugirl has 350 sales outlets around the world, mainly in integrated fashion stores, brand franchise stores, high-end department stores, and shopping centers. Next, with the further expansion in the Chinese mainland market, the number of its stores will further increase.

The introduction of Blugirl into the Shin Kong Place Shopping Mall in Beijing, Wen Yinhong, chairman of Canar International Trading (Shanghai) Co., Ltd., pointed out that the Blugirl is suitable for the "goods" of ladies who have better family environment. If they want to go to a great event and need a fabric, workmanship and design that are very good, Blugirl is a good choice. Blugirl is the kind of brand that at first glance, it will make people very obviously feel romantic, sweet style, will bring every girl like a little girl's sweet and beautiful.

In fact, there is one thing that is important. Taking China's most popular and influential shopping mall---Xinguang Tiandi as the starting point of the Blugirl market in Beijing, there is no doubt that it has a strong benchmarking and demonstration effect, followed by further market expansion. The road will be much smoother.

According to reports, if Shin Kong has a relatively good performance, then Blugirl will accelerate its expansion in the Chinese market, and will initially select high-end premium department stores and shopping malls in Beijing and Shanghai.

Blugirl and Blue Lovers "Family"

Blugirl is a subsidiary brand of Blumarine, a well-known designer brand in Italy.

The Blumarine brand was born in 1977. At the time, designer Anna Molinari and his husband Gianpaolo Tarabini Castellani decided to establish a company called Blumarinein Carpi (Modena). In 1980, the Blumarine brand made its debut at Milan Modit. Since then, in 1981, its first show during Milan Fashion Week has also been successful. Then in 1986, at the Milan Fashion Week, the debut of the series completely designed by Anna Morinari was successful.

In 1988, Blumarine decided to change the direction of development, and set up Blufin company, Gianpaolo Tarabini as the company's sole director, his son Gianguido Tarabini was responsible for the franchise.

In the 1990s, Blumarine’s brand image changed dramatically and established the company’s first branded store in Via della Spiga in Milan.

In 1995, the Blugirl brand series designed by Anna Morinari was born and joined the Blumarine family. In 2002, Blugirl debuted at Milan Fashion Week and won wide acclaim.

In 2006, Gianguido Tarabini took over his father's position and currently serves as CEO of Blufin.

Overall, the success of the Blumarine family stems from many aspects. Target marketing strategies and forward-looking detailed financial management plans developed by Gianpaolo Tarabini are important factors. From the aspect of brand marketing, choosing to cooperate with many famous photographers and supermodels is also crucial.

Well-known photographers Gianpaolo Barbieri, Albert Watson, and Helmut Newton successively produced photographs for them, all forming very good advertising effects. The cooperation between the brand and the supermodels Naomi Campbell, Naga Orman, Carrie Otis, Carla Bruni and Monica Bellucci is more about the brand's style and The characteristics of the perfect interpretation, but also greatly enhance the brand's visibility and influence.

Kenner or its overall agency in the mainland market

Kenair is a subsidiary of Taiwan Jiayu Co., Ltd. and was established in Shanghai in October 2002. It is one of several agents of Armani brand series in mainland China.

In March 2003, Kenal established the first Henry Cotton's counter in Isetan, Meilong Town, Shanghai. In May 2005, Kenal established the first Armani Collezioni shop in Beijing World Trade Mall.

At present, it's agent Armani Collezioni has a total of 12 stores in the mainland, including 7 in Beijing, including Lufthansa Shopping Center, Lotte Intime, Parkson Shopping Center, Saite, etc.; Emporio Armani has 5 stores; Armani Jeans's stores have 7, 8 home. In addition, the Italian cowboy fashion brand Diesel, which it represents, opened six stores in the mainland market; Desai's young brand 55DSL stores has four stores; Adolfo Dominguez, a famous Spanish fashion brand, is currently opening in Beijing. A flagship store.

Recently, Kenair also represented Cole Haan, the American fashion brand known for its leather goods collection, and set up a counter in Shanghai’s most famous CITIC Pacific. This time, it brought the design of a very sweet and romantic Blugirl to consumers, and also announced that the new agent's personality, handsome Italy's first-line leisure brand ICE Iceberg also made its debut in Shin Kong.

Since 2002, Kenal has been practicing in the Chinese mainland market for nearly 9 years. The 9-year experience has enabled it to accumulate different demographics, fully understand the consumption characteristics and psychology of the mainland market, and accumulate the mental path and professional experience of different positioning of international brands in the mainland market.

It is also because of these accumulations that it gained the high trust and recognition of Blugirl. It was revealed that next, Kenair has a great chance to become the overall agent of Blugirl in the Chinese mainland market.

Moreover, this time the agent has an even more important meaning for Wen Yuhong.

If it was said that the agency Armani series was more from a commercial perspective, then this time, after accumulating certain resources in the business field, Wen Yuhong began to pay attention to her inner preferences. She put the "little girl who had lived in her heart." The sweet dream "moved out and was expressed through Blugirl, hoping to share sweetly with the group of ladies who "had the same sweet dream of a little girl inside."

Interview

The mainland market has entered the era of "flowers bloom"

Reporter: Kenal had previously represented the classic Armani, etc. This time, he chose a more stylized designer brand.

Wen Yuhong: The consumer market in mainland China has now entered a stage that is more subdivided, diversified, and refined. It is already in an era of “hundred flowers”, and different consumers will have different style requirements. All we have to do is let the Chinese ladies have more choices.

Reporter: In other words, the diversification of demand makes consumers want to see more and more colorful brands.

Wen Haohong: Yes. The big names like Armani, Louis Vuitton and Chanel actually each correspond to a relatively fixed group of consumers. However, from the perspective of large consumer trends, the breakdown and diversification of demand is a trend.

In addition, whether it is LV, Armani or Blugirl, everyone is changing and tending towards youth is also a trend. In particular, mainland China is currently the world's most promising market. Consumers have a strong purchasing power, which provides a good opportunity for a group of featured brands with more design features and more stylistic features.