To Enter Or Not To Enter the Chinese Market?

Nowadays, many foreign companies have long eye for China with 1.3 billion people as a potential bonanza.

Edward Tse, chairman of global management consultants Booz & Co in China, said that many foreign companies now have little choice but to enter China since it is emerging as the really key market of the 21st century.

"The great majority of the companies I deal with regard it as the most important market in the world, if not the most important," he said.

To Enter Or Not To Enter?

Top lingerie companies like Chantelle Group, Simone Perele and Gerbe all expressed their great interest in entering the Chinese market during the fourth Hong Kong Mode Lingerie. And it is not about whether to enter China, but having the right China strategy.

Bruno Roberty, the business director of Simone Perele, said:”We do have a plan to open a store in Hong Kong or Chinese mainland. But when and where are still unknown. Chinese market has very big potential. However, considered that China is a big country, regional differences are significant in different areas. So, it is critical to select a suitable way to enter the Chinese market. To be frank, we cannot success only by our own. So we are seeking experienced partners to distribute our product.”

Alain de Rodellec, Directeur Export at Le Groupe Chantelle, said: “We don’t have a very detailed plan to come to China yet. First of all, we need to do a lot of homework and preparation. Through running business in Hong Kong and Taiwan, we can observe and investigate market in Chinese mainland and evaluate whether our products can make a success. We are also seeking suitable partners at the same time. If the time is right and all things are ready, we will shift from Hong Kong to Chinese mainland at once.”

Alain Regad, the president of Gerbe, said:”We already have a plan to enter China. We’ll firstly enter into Harvey Nichols department store in Hong Kong. And we hope that in the near future, we can cooperate with Chinese partners like Harvey Nichols. We need partners who are familiar with the local consumers to help us open the Chinese market.”

Valerie Lemant, the lingerie division director from Eurovet, said: “China is moving very very fast as well. If you hesitate for a while, you will lose your chance. So I want to say, don’t be late, just come here to China. The chances wait for no one. “

“4 years ago, Eurovet is still a baby-born show in China, maybe with 70 exhibitors. But we have over 150 exhibitors coming from all over the world. And this figure grows year after year. It really is a scratch of the dynamism of the market in Asia and especially in China. The outlook for the Chinese market is very optimistic.” She said.

She also recommended that European brands can reach a wide range of excellent sales channels& networks from the help of Chinese distributors.