The Shortcut Of International Operation Of Small And Medium Garment Industry In China

It is not only large enterprises with a certain strength can implement the strategy of "going global". SMEs can achieve international operation only if they foster strengths and circumvent weaknesses and identify channels.

"The construction of international access involves all aspects of customs, commodity inspection and spanportation. In the face of complex and changeable international environment, there will be many uncertain factors in the operation of the access channel. Therefore, it is very important to get the government's recognition and policy encouragement and support to break through the current policy bottlenecks restricting the entry of domestic SMEs into the international market."

Many people think this way: only a large enterprise with certain strength can have the ability and necessity to implement the strategy of "going out". For a large number of small and medium-sized enterprises, this choice always seems to be "exclaiming". In fact, a large number of small and medium-sized enterprises themselves feel that their strength is not good enough, and the ability to operate extroverts is not strong enough. They do not have the ability to "make money". However, in the 2003 China clothing forum held during the China International Clothing and fashion fair, some experts interviewed in an interview with reporters said: "things are not absolute. Although large enterprises have the advantage of spannational operation, small and medium-sized clothing enterprises can achieve international operation by leaps and bounds in the hope of finding the right international channels.

Fill short boards to achieve pole vault

He Fang, a well-known marketing expert, recently had a theory of pole vaulting, which was mainly aimed at the traditional "barrel theory". He believes that the core concept of barrel theory is to find its own short board and make up, but this theory from abroad is mainly for large enterprises, and it is still far away from domestic enterprises, because most Chinese enterprises have not developed, especially for small and medium enterprises. If small and medium-sized enterprises can find a suitable "pole", it is possible to take advantage of the situation to achieve a breakthrough leap.

But how to find this "bar" is the core issue that enterprises need to consider. Dr Chee Tsai of the Institute of industrial economics of the Academy of Social Sciences believes that joint ventures and cooperation will help solve these problems. Because joint venture cooperation can introduce advanced technology on the one hand and reduce the risk of technology introduction on the other hand. From the perspective of the development of the world, technology spanfer worldwide has increasingly relied on spannational investment and cooperation. Transnational investment and cooperation have become an important technology carrier for international technology spanfer. There is a clothing company in Wenzhou. Not long ago, it was bought by the Italy brand of Zegna, one of the three top international men's wear brands, to 50% of the shares. This means that the "Xia Meng" brand from the private sector will be able to enter the world market quickly through international famous brand channels, thus realizing its dream of internationalization in a short time.

It is clear that Xia Meng is walking along the road of cooperation with the rest of the world. Clothing industry professionals believe that this project, the first truly joint with the world clothing brand in the history of clothing in China, can be said to be a real case in which WTO actively takes the initiative and "leverages" in a new situation. In fact, when the geographical boundaries between the domestic and international markets are increasingly breaking down, enterprises need to familiarise themselves with and grasp the trend and rules of the international market as soon as possible. There is no way out for the hard work of being self complacent. Only when we learn from "advancing", can we change our strategy passively to take the initiative to make less detours, so as to enhance our core competitiveness in the changeable international market in the future.

In fact, the international brand "marriage" has become an effective way for domestic garment enterprises to internationalize. "Shan Shan", "YOUNGOR" and other enterprises have also made use of their brand influence and good grasp of the terminal market, and cooperate with the international brand "Pierre Cardan" and "Fa Rao", or exclusive agents or jointly launch new brands. It is reported that the "French School" and "Bi Shi" clothing brands have entered the cooperation stage with international brands such as "itoin" and "LEE".

Channel construction is still stuck in the regional dominated domestic market.

In the face of the vast international market, many enterprises are eager to open up the international market. However, due to the lack of effective international access, they have never been able to enter the international market. Obviously, if they rely on enterprises alone to break through the market, they will be in a complex international environment.

Therefore, a considerable number of enterprises have begun to pay close attention to the construction of their access channels and invested heavily in the process of their internationalization in the process of internationalization. However, due to their own strength and management concepts, the construction of the channel is still stuck in the domestic market dominated by regions, and there is no international access to spannational operations.