Hong Kong fashion retail brand Betu is continuing the evolution of its Chinese offer
with a new interior store concept. Owned by Tungtex, the Group opened the first retail store under the ‘Betu’ label in Shanghai, China in 1989. Today, the own-branded business, which targets female customers between 23-32 years of age, operates throughout mainland China with over 150 outlets.

The brand’s new concept pilot concept store was launched in Guangzhou on 26 July 2009, with a flagship opening shortly afterwards in October in Beijing.

The new concept combines clean, geometric shapes with brightly coloured panels of polished stainless steel. The creative work for the new design originated from UK-based Dalziel & Pow’s London studio with local support from its Shanghai office.

“Having operated within the Chinese market for over 15 years, we felt it was time to refresh our brand images as a modern, feminine and fashionable brand targeting young office ladies in what is a very dynamic and competitive market. The new design is therefore extremely important and a facilitator in our brand-building process,” said Billy Tung, Director of Betu.

“After the opening of our flagship store in Beijing in October, we plan to roll out this new store concept into other exclusive stores and department store shop-in-shop counters throughout China, and plan to complete the roll-out by the end of 2010.”

Older stores in the Betu portfolio will also be re-fitted as part of the brand’s overall improvement strategy.

Longer term, Tung plans to open up to a further 300 outlets within two years and at least ten new exclusive stores in the Tier 1 cities throughout China. The brand is also targeting prime shopping malls in Hong Kong and Taiwan.

In the past, Betu has operated own-stores in both of these key markets, opting instead to concentrate its efforts in mainland China. The retailer now feels that the time is right to reintroduce the brand through the new design concept.

Of course, global retail is facing a number of economic challenges and China has experienced the downturn in much the same way as any other market, though Fiona Cheung, General Manager of Betu, remains positive about Betu’s performance in the face of this: “The Chinese fashion market is challenging and competitive nowadays, especially due to the penetration of various reputable, international brands during the past few years,” she says. “However, there are still market niches and opportunities for potential fashion brands to cultivate and further develop.”

Presumably, recruitment and training are key factors in the continued success of the brand? “I totally agree,” says Cheung. “Retailing is a people-oriented business and the development of our staff is crucial to continued success.”

Has the customer’s attitude to fashion shopping changing?

“Yes, especially in the Tier 1 cities. A lot of upmarket and large-scale shopping malls have been open during the past few years. In the Tier 2 cities, department store management are trying to re-position their shopping environment and tenant mix in a bid to target more modern and fashionable consumers,” explains Cheung.

For the full article please see the RLI October 09 issue