In recent years, many domestic cutting-edge brands have gone abroad to target overseas markets, "Made in China", "Chinese Design" and "Chinese Fashion" are constantly emerging in overseas emerging markets, and the "light of domestic products" will usher in a new round of improvement in terms of brand power and brand potential.
Many brands go abroad, on the one hand, from domestic enterprises with the accumulation of domestic demand experience and global supply chain logistics advantages, on the other hand, it also represents China's gradually deep national self-confidence, and it is an inevitable trend to seek new growth points overseas.
Overseas enterprises with their own brands have radiated to all walks of life, such as food and beverage, home and outdoor beauty and 3C electronics. This article will take stock of some domestic brands that have gone overseas, and in which shopping malls are the first stores set up abroad? 01
Food and beverage is adapted to consumers
Carry out "localization" improvements
Axiang rice line - Aeon Lake City in Koshiga
In 2018, Akami Noodles set sail abroad and opened its first overseas directly-operated store in Aeon Lake City, the largest shopping mall in Japan, with a turnover of more than one million yen in three days of opening, ranking second among nearly 100 catering brands in the entire AEON Koshigaya on the same day.
In terms of store design, Axiang Rice Line invited famous Japanese interior design masters to create a restaurant that blends Chinese and Japanese cultural elements with Japanese design and Chinese elements. The Japanese store continues the domestic standard in terms of area to ensure the unity of the brand image to the outside world.
In terms of supply chain, the raw materials and ingredients of the brand's formulas are shipped from domestic sea to Japan, and some are exclusively provided by Japanese food suppliers, which ensures that the ingredients used are fresh and of guaranteed quality.
Akami Line is located in Japan's Koshiya AEON Lake City with a commercial area of 245,000 square meters, creating an annual passenger flow of more than 50 million people, the project consists of three commercial districts: Kaze Building, Mori Building and Lake Town Outlets, each of which is given a personalized theme. Mori, where the Akami noodle store is located this time, is a new shopping district positioned as a lifestyle mall, with the longest mall in Japan at about 500 meters, and is aimed at family-oriented consumers.
Based on the cooperation between Axiang and AEON in China and many raw material suppliers are Japanese companies, it is imperative to choose Japan as the first stop, not only that, rice noodles as a snack category, closer to the daily life of Japanese consumers, high degree of adaptability, coupled with Axiang rice noodles in China AEON is quite patronized by Japanese and Korean customers, the brand image seems to be in the hearts of consumers.
Hotpot – Suntec City Shopping Center
The hot pot industry has long been in the red ocean of competition in China, and it has long been a major trend to find blue ocean incremental markets overseas. In January 2022, the first overseas store opened in Singapore, the first store is located in Suntec City Shopping Mall, the first store covers an area of more than 910 square meters, and can accommodate more than 240 customers to dine at the same time.
Suntec City Mall, where Hotpot is located, is one of the largest shopping malls in Singapore, located within the Marina Bay branch in Singapore's Central Business District. With a total GFA of 490,000 square meters, Suntec City includes the world's top Singapore International Convention and Exhibition Centre, four 45-storey and one 18-storey office tower, a four-storey shopping mall, and the landmark Fountain of Wealth, which is a "city within a city" with a diversified environment of leisure and entertainment, cultural exchange, business opportunities, innovation and research.
In terms of store visual design, Coucou Singapore stores continue the domestic design pattern of "thousands of stores and thousands of faces", with the theme of "Youth Fantasy Drifting", through ingenious design and dream-like space creation, to bring consumers a novel experience of traveling through quiet beauty to reach the dream continent.
The ingenious combination of antique dining environment and Taiwanese hot pot milk tea has been localized and improved. Not only integrate local culture into the design, but also narrow the distance with local consumers; Through the in-store landscaping, it leaves visual memory points for consumers.
Singapore has always been a "springboard" for many catering brands to expose to the outside world, such as outside the riverside city, fish exploration, taiji sauerkraut fish, etc., all of which have set up their first stop in Singapore. On the one hand, the Chinese community in Singapore is large, and the food taste is close to the mainland market, and on the other hand, Singapore's laws and regulations are complete, and the tax system is quite attractive. For F&B companies, Singapore's food safety regulations are close to those in China, making it easier to set up stores and expand the market later. 02
Retail
With brand power, product power and cost performance to win the attention of overseas consumers
In the era of going overseas, retail brands are also accelerating their penetration into overseas markets. And through high-quality products and high-quality service experience, many overseas consumers are dazzled. Of course, Chinese brands going overseas are still unable to escape competition, and fighting with local brands is also testing the competitiveness of retail brands.
MJstyle – AEON Makuhari Shintokoto
Founded in 2012, MJstyle is a brand of Jiushang and a pioneer explorer of domestic fast fashion brands.
In June 2018, MJstyle opened its first overseas store in AEON Makuhari Shintoshin, Chiba Prefecture, Tokyo.
In this store in the heart of AEON Makuhari Shinto, Japan, MJstyle's full line of products gathers, with stylish design style and high cost performance, attracting many Japanese consumers.
Although it has entered the home of MUJI and Uniqlo in Japan, in the context of "frigidity" everywhere, MJstyle has added more fashionable elements and styles to Japanese consumers. In addition, MJstyle provides consumers with all the fashion products they need in their daily lives in a faster and more affordable form than local Japanese brands, and the concept of this service and the management method have created great adhesion to consumers.
Aeon Makuhari Shintoto, where MJstyle is located, located next to JR Kaibin Station in Mihama-ku, Chiba Prefecture, Japan, opened at the end of 2013, with a commercial lease area of about 128,000 square meters and a total length of 15 kilometers. Various sensory facilities such as anime exhibition halls, musical instrument performance, sports equipment experience, bicycle test rides, etc.
ACC SUPER AS LIPPO MALL PURI
As China's first fast fashion jewelry brand to go overseas, ACC Super Jewelry's first overseas stop is located in LIPPO MALL PURI Shopping Center in Jakarta, Indonesia, and debuted with the "international identity" of "WOW ACC".
It is worth mentioning that the "WOW ACC" Indonesia store has landed with a very recognizable gray space image, and in terms of regional division, through the display method of curtain wall partition, the layout of different categories of jewelry is refined and customized, and the N possibilities of trendy decoration are fully displayed with a visually impactful jewelry wall.
Not only that, WOWACC opened three new overseas stores at the same time, all located in the economically developed first-tier cities in the three countries, landing on the top & benchmark shopping malls in the local core business districts, namely IOI City Mall (Southeast Asia Market) in Putrajaya in Kuala Lumpur, Malaysia, Metro Mall (North American Market) in Panama City, Panama Capital, and Tribeca Central Mall (African Market) in Mauritius. After opening, it has been enthusiastically sought after and recognized by many overseas consumers.
Among them, IOI City Mall, where WOWACC's first store in Malaysia is located, is located in the core strategic location of Putrajaya, and is currently the largest commercial complex in Malaysia, with a total construction area of 1.5 million square meters, in addition to gathering major international famous brands, fashion brands, cinemas and international catering brands, there are ice rinks, music corridors, century adventure theme park "District 21" and other diversified choices. 03
Tea drinks occupy the Southeast Asian market
It became the main stage of the first overseas station
For the current "new tea industry", the domestic cake has basically been divided, and the upgrade space of products has reached the top. Seeking overseas markets has become the second position for many tea brands.
Since 2012, the "bubble teas" represented by Coco and Laohutang have entered the North American continent, and since 2018, the chain tea drinks with Heytea, Michelle Ice City and Bawang Chaji as the main chain of tea drinks have begun to sail away to occupy the Southeast Asian market and become the main stage of the first overseas stop.
Hi Tea – ION Orchard
In November 2018, Heytea opened its first overseas store in ION Orchard in Singapore. According to Heytea, the daily sales volume of the first store in Singapore was more than 2,000 cups in the first 3 days, of which the daily sales volume of the Brebobo series reached more than 500 cups.
In the creation of the first store, Heytea's space aesthetics have continued, continuing to follow the concepts of inspiration, coolness, Zen and design. By selecting natural stone and bamboo fibers, the details of the store are rich in design; The futuristic blue-green translucent resin long table injects a touch of flexible atmosphere into the space; The Heytea LOGO puzzle composed of traditional handmade clay cups is the highlight of the space and one of the symbols that everyone rushes to check in.
In addition, Heytea has carried out localized innovation in its products, launching two types of "durian" ice cream and "salted egg yolk" ice cream limited to Singapore to win the favor of local consumers.
Located in the heart of Singapore's famous Orchard Road, ION Orchard is an eight-storey mall (four above ground and four underground) with a total retail area of 66,000 square meters, featuring flagship stores, concept stores and lifestyle pavilions of the world's most popular brands. Visitors can enjoy a unique shopping experience here: more than 300 retail, dining and entertainment outlets.
Nayuki's tea – Vivo City
Nai Xue's tea is located in Vivo City, a famous local shopping mall in Singapore. Nai Xue's tea, which pioneered the "tea + soft European bag" model, still chose the first store at the entrance of the first floor of Vivo City under the pressure of high rent in Singapore, emphasizing the space experience with a large area.
Vivo City, Singapore's largest shopping mall, located in the Singapore Harbour Area, with a total gross floor area of 140,000 square meters, officially opened on 1 December 2006. The original location was the exhibition hall of the Singapore World Trade Centre. , Vivo City introduced 3 major stores to attract customer flow. THE FIRST IS THE LARGEST CINEMA IN SINGAPORE - GOLDEN VILLAGE, LOCATED ON THE 2ND FLOOR, COVERING AN AREA OF 20,000 SQUARE METERS, ACCOUNTING FOR 1/5 OF THE TOTAL BUSINESS AREA. In total, there are 15 screening halls that can accommodate more than 2,000 spectators at the same time. The last major store is the three-in-one supermarket vivomart, which includes Malaysian supermarket chain brand Giant Supermarket, Cold Storage, Singapore's largest organic food market, and Wanning, which specializes in beauty and health products.
Michelle Ice City – Vietnam
In terms of store scale, the expansion speed of Michelle Ice City is still very fast, since 2018 opened the first store in Hanoi, Vietnam, with "MIXUE" as the brand name, and the domestic "Michelle Ice City" to distinguish. By this year, 200 stores had opened in Hanoi. By recently, the scale of its overseas stores has exceeded 1,000.
A cup of bubble tea sold to Vietnamese people is priced at 25,000 VND, about 7 yuan, and local people flock to the store, and motorcycles are parked in front of the store. The first store in Vietnam opened in 2018, data shows that Vietnam Michelle Ice City opened on the day of its business, with a turnover of 9,681 yuan and a daily sales of nearly 1,400 cups.
Subsequently, with Vietnam as a springboard, Michelle Ice City's tentacles gradually extended to Singapore, Indonesia, Myanmar, Laos and other countries. Low prices are still Michelle Ice City's killer feature in overseas markets. In Vietnam, Michelle Ice City set the price of bubble tea at 25,000 VND, about 7 yuan, which is also the average price of Vietnamese milk tea.
Whether they are taking the mid-to-high-end route or attracting customers at low prices, these Chinese tea brands are constantly reshaping the new pattern of the Southeast Asian market. Geographically, because the Southeast Asian market and China's "close neighbors", it has similar consumption habits to the Chinese market, a large number of Chinese live together, and has a strong continuity in distance and culture, which can fill the gap in the new tea beverage industry in the Southeast Asian market. 04
Layout favorable conditions for overseas markets
Help enterprises go abroad
On the one hand, the advantages of supply chain logistics have laid a deep foundation for Chinese enterprises to go overseas.
In terms of policy, Chinese port enterprises have launched a layout in key hubs around the world, providing various services such as cost, service and coordination for overseas enterprises, helping them open up new overseas markets. In terms of land transportation, with the context of the Belt and Road Initiative, the infrastructure network quota is convenient, which also brings great convenience to Chinese enterprises to go overseas.
Second, the market is saturated, and companies are currently looking for a second growth curve. China's domestic demand market is huge, but the demographic dividend is gradually fading, mature industries have become saturated, under this circumstance, the layout of overseas markets has become the only choice for Chinese enterprises to seek new growth points. summary
Today's overseas market has become another territory for domestic brands to fight, and I hope that domestic brands can raise their eyebrows with national confidence!