Summa: British tide brand Superdry 2016 fiscal year revenue and earnings are both soaring, recently stationed in China, and in Beijing, Shanghai shop test the water. Superdry time to enter China, how to market response? Future, how about planning it?

British tide brand Superdry 2016 fiscal year revenue and earnings are both soaring, recently stationed in China, and in Beijing, Shanghai shop test the water.
Superdry time to enter China, how to market response? Future, how about planning it?
Superdry Profile
Speaking Superdry brand, love fashion clothing audiences are not familiar with, it was born in 2003, has symbolic significance for American culture of love and respect for British tailoring skills extraordinary is its most prominent feature. Flagship brand hoodie jogging pants with a kind of casual, the main customer groups, young people under the age of 30, the price of a single piece of clothing is generally less than $ 100. So far, Superdry has worldwide sales of more than 20 countries, is a high-profile recent Superdry into China, but also to test the water shop.
A beautiful misunderstanding
Last March, the British fashion brand Superdry reached a cooperation with Lynx, Lynx opened a flagship store, the sale of clothes are available free UK direct mail. But now, in the days of cat internet search keywords Superdry, which can search the shop, but did not click into the associated display any content.
Many people speculate whether this is a sign of Superdry quit China? But this year in June, Superdry action make this speculation proved unfounded. Original, Superdry been hoping in China layout line shop, and it's first store in China opened in the Chinese Disney town. More recently, it INDIGO shop in Beijing.
Disney store traffic town okay?
General manager of China Hu Xiang Zhou said, the town Disney, the theme park itself is huge traffic. After Superdry store in front of a lot of people, which is a first time to China's brand is very good. Guests into the store should say a lot, but not expected so much, with Chinese consumers may not fully understand the relationship between the brand, still need more time, so are the Disney stores in town, from more to the role of a propaganda, there are like people will look to buy a lot of pieces, and will sigh, this brand has finally come to China.
Superdry Why stationed in China?
In fact, as early as before, Superdry in China there have been a number of attempts.
Previously, superdry mainly popular in Britain and other European countries, it is also the path of internationalization in recent years, especially the last two years relatively fast development, expand in other international markets in the process, we found that brand, Superdry after leaving Europe, each country can sell well in recent years, more than the fierce momentum, this timing is ripe.
For entry into the Chinese market, Superdry ready for a long time, the Beijing INDIGO shop concerned, on the preparations for nearly six years, be regarded as "premeditated."
Superdry planning in China market
According to sources, in 2016, Superdry will be a net increase of five stores in China.