from local to global
DESCRIPTION
På vækstmødet fortæller Hans Peter Høeg om hans erfaringer med at skulle ind på det kinesiske markedTRANSCRIPT
FROM LOCAL to GLOBAL CHINA 2013 ?
1000 sales points in Northern Europe
• Functional Outdoor Clothing for Children
• 1000 retailers in 8 different countries (?) • 55 employees (3 in Hong Kong) • Own center of logistic • Charity and CSR-profile
• 2 annual collections with four different design groups:
• Outer Wear (183 styles in 2011) • Casual Wear (170 styles) • Woman Wear (31 styles) • Assessories (21 styles)
• Total number of 445.878 pieced produced in 2011
Headquarter - Hørsholm
• 1000 retailers in 8 different countries (?) • 55 employees (3 in Hong Kong) • Own center of logistic • Charity and CSR-profile
• 2 annual collections with four different design groups:
• Outer Wear (183 styles in 2011) • Casual Wear (170 styles) • Woman Wear (31 styles) • Assessories (21 styles)
• Total number of 445.878 pieced produced in 2011
Logistics Center
Development 2001 - 2011
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Growth based on mega trends
• ONLINE • CHINA • CSR
CHINA… WHY – HOW??
China Facts (Shanghai consulate ”UM Vitus” program)
• 400 mio. KIDS-families • 2.3 BILLION pcs per year • 24% growth in the demand • Developments rising • Middle class rising • 250 mio. online • 1 mio. more every month • 58% shopped kids wear online
within 1 year
Foreign middle andhigh endbrands(Nike,Adidas,etc)
Chinese middle & highend brands(Balabala,Paclantic, etc)
Chinese unknownbrands
40% 50%
10%
TICKET fits the Chinese market
Go-to-market
• Fact finding • Planning/strategy • Partner negotiations • Financing • Execusion
TICKETS Chinese experience
• Supply/export since 1994 • Feasibility studies 2011/12: - consumer, product, competitor • (re)Naming proces ………. • Marketing plan • SMM Event may 2012 • Store location • Partner definition • Fact finding - december 2013
Fact finding – december 2013
Fact finding – december 2013
Partner visit, - the ”elevator speech”
Embassy with a strong vision
3 x 3 m + a few posters
Gifts for mom-bloggers
Dialog with 5 bloggers
Posting on ”WEIBO.com” – massive response
ALL is great – any reservations?
• Copying – (IPR) - intellectual property rights • Choosing right partner(s) • Does Products fit the market • Capital requirement • Detailed planning • Resources – do not forget
the homemarket ….
Ready for questions..