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Cruise, A Famous Japanese Clothing Company, Is Implementing The Strategy Of Globalization.

2008/9/26 14:29:00 20

Cloth Company, a famous Japanese clothing company, recently said that it began to implement the globalization strategy from 2008.

As part of this, the company will reduce the size of its existing brand stores so as to improve efficiency.

Ishikawa Yasuharu, general manager, believes that the clothing consumer market is hard to break through in the next 3 to 4 years. Reducing the size of the store can effectively reduce the cost and avoid the low efficiency caused by the oversize of the shop.

In the existing format of Cruise's company, the standard shop area of the flagship brand "the ash Meck eco" is 82.5 square meters, and the plan is reduced to about 56.1 square meters. The area of "Green Parks" for outskirts shopping centers is about 264 square meters, and it will shrink 30% left and right in the future.

At the same time, Cruise also plans to speed up the opening of small shops in department stores, boutiques and other channels.

At the same time, the company clearly put forward that "2008 is the first year of globalization strategy". We should strengthen the development of the international market focused on Asia.

The head of the company believes that if Japanese casual wear brands can not succeed in the Asian market, there will be no future growth.

In September 1st this year, Cruise officially opened the first store in Taiwan, China, and opened the curtain on the company's entry into the overseas market.

In the future, Cruise will focus on strengthening sales in mainland China, Hongkong and Macao, Taiwan and Singapore.

Lux plans to open 5 stores in Taipei, Taiwan this year, and will gradually expand to Kaohsiung and other southern areas after 2009.

The company expects sales revenue of Taiwan business to be 70 million yen in the first year and 1 billion yen in 3 years.

It is worth mentioning that in order to make preparations for entering the mainland market, lux plans to train management personnel in Taiwan and plans to list in Taiwan in 2011.

Lux side is very optimistic about the mainland market, and believes that "in 2013, the wealthy children will graduate from high school, and the senior leisure wear market will enter a stage of rapid growth, and it is expected to last 20 years."

Therefore, the company will formulate long-term development strategy for the characteristics of China's clothing consumer market.

In addition, lux believes that the experience of small business operation is expected to play a role in overseas markets. At present, the store area in the department store in Taiwan is generally 33 square meters.

Compared with the company's grand global strategy, the investment plan seems more prudent.

Retail business in mainland China, Hong Kong, Macao, Taiwan and Singapore will not be carried out for a long time, with a focus on wholesale business.

Cruise expects that the sales revenue of overseas business will exceed 10 billion yen in 2017.