During the past several months, American Legend has been helping the Chinese retail market prepare for what will hopefully be another successful winter selling season. Advertising campaigns on the national, regional, and local levels are in place and are helping direct the quality discerning customers to stores that carry your mink sold at American Legend last year.
The Chinese retail market continues to expand into new markets and is growing bigger even in existing traditional markets. These new consumers visiting the retailers will all be trying to decipher the meaning of ”quality” in making their garment purchases whether it is a first time purchase or an additional purchase to replace an older garment. This past week, Scott Wolfe, along with the American Legend China staff, was conducting trade visits in Beijing, Yuyao and Hainang continuing the educational programs that have become so famous throughout China. On special request, Scott was invited by the Haining Fur City Mall of Xinxiang, China, to do seminars for consumers, local press, and store and sales managers. As a result of these three seminars, the press was able to write about and promote your product, the consumers became more selective in their purchases, and the store sales managers were more effective and knowledgeable in the garments they were selling.
The Chinese economy continues to expand at a rate of 7-8% a year giving consumers discretionary income to spend on items such as fur coats. The determining factor in pelt prices again this year will be the success the Chinese have at the retail level. As a whole, the fur industry has a few challenges in China in keeping both the product flowing through the system and in keeping the consumers interested in fur. An early, cold, and long selling season will once again force a strong demand on this year’s crop. Currently, stores are full of inventory as they wait for the rush of shoppers that arrive in sync with the cold weather. When they get to the stores, you can be assured that your brands will be front and center in their purchasing decision.
About ALC Auctions
American Legend is the world’s oldest fur auction house. Today, American Legend is a world leader in the marketing and promotion of fur products. American Legend is the exclusive outlet for American Legend® mink, the finest quality mink in the world. We also offer European mink, North American wild fur, and North American and European farm fox. American Legend was also the first American auction house to offer Russian sable. American Legend is owned entirely by American mink producers.
Indigenous to North America, mink have been ranch-raised here for over a century. Over time, a tradition of superior research, innovation and genetics has evolved American mink production into the pinnacle of the world’s fur industry. American Legend prides itself in offering the world’s finest fur: American Legend® mink. American Legend is North America’s largest fur auction house, selling over 70% of the North American mink crop annually. Each year, American Legend offers the world’s largest collection of North American mink, averaging 2 to 2.5 million pelts annually. North America produces 10-12% of the world’s entire mink crop. North American mink have a shorter nap, are finer in quality, and are preferred in the world’s traditional and emerging markets.
Although over a century old, American Legend is every bit the most modern, efficient and technologically advanced fur auction facility in the world. Located in expansive facilities covering over 40,000 square meters, American Legend is state-of-the-art in every way. Our systems for record and receipts, invoicing and payment, and shipping and receiving are accurate, efficient and cost effective.
American Legend provides an exceptional environment for conducting the business of buyer inspection and sale. Our inspection area is both spacious and comfortable, and our auctions are time-efficient, market sensitive and fair. To add to the efficiency and ease of business, there are fax machines and phones available to buyers, and a working environment that is relaxed and professional.