International Fashion Brand Agency: "Example" Or "Obstacle"

China should have its own international clothing brand. If we follow the development strategy of follow up and follow up in the future, we will never get rid of the hat of "migrant workers".

There is no doubt that China has become the largest producer and exporter of textile and clothing in the world. What is urgently needed is a group of brands that can be heard internationally. This "brand" road has been going on for a long time and is not easy. Not only international brands have been aggressively occupied by China after joining the WT0, but they occupy a large share of the market. More Chinese clothing enterprises can not afford to go through various difficulties in the process of creating their own brands, and it seems much easier to choose international brands. This is mainly because garment export processing enterprises do OEM production, gross margins are basically less than 10%, and profit margins are very small. In addition, the franchisee can only take the money to pick up the goods. The risk of operation is very small, and it can also make use of the famous brand effect to open the market easier. As a result, there are some "hot brands of foreign brands" in some parts of China, and even a lot of brand enterprises have abandoned the hard-earned private brand and become the general agent of the international brand in China. Some smaller clothing manufacturers directly registered abroad as the brand of their agents. Even some good and well known local brands, such as news bird, Parker and so on, are actively seeking or have already represented international brands.

Then, what will be the impact of large-scale selection of international brand agents on the development of Chinese local brands?

　　 If it is not enough to challenge, learn from your opponent.

"If you are not strong enough to challenge your opponent, learn from your opponent." This is what an international brand Chinese agent said. As early as 1998, when international brands coveted the Chinese market, he gave up the two trademarks he had owned and chose the international brand. He said, "I want Chinese people to enjoy these international brands and learn to enjoy their management."

Zheng Yonggang, chairman of the board of directors of Shanshan (Holdings), also pointed out that Chinese enterprises should accept foreign brands and localize their foreign brands so as to enhance their ability to operate their international brands. To do this, the best way is to cooperate with foreign companies and international brands, and learn from others' design ideas in the process of cooperation, so as to accumulate experience for the growth of local brands.

Of course, cooperation with international brands is to make money. Zheng Xueming, President of Shanshan Group, which hosts the operation of "multi brand internationalization", makes no exception to this: "now is a globalized era. Many international brands want to enter the Chinese market, but they do not understand the Chinese market." He said, "brand advantages and advanced management and design concepts of foreign brands are just combined with the low cost and sales channels of Chinese enterprises. Cooperation with them is a win-win strategy."

It is understood that at present, there are more than 1200 clothing brands in Shenzhen. In the face of increasingly fierce competition, many clothing "old" brands have adopted new development strategies. Like the "movie", "Song Li Si", "man Ya", "Hua Si" and other clothing brands that have been developing in Shenzhen for many years, they began to "brand" on the international brand, and reshape their brand image and raise their social status. For example, the original "man Ya" brand of Shenzhen Keyser company has already gained a high reputation in China. In recent years, it has launched the "Joc&Jllies 1" brand. The Korean brand has been completed in South Korea, and two Korean designers have been stationed in Shenzhen to help Shenzhen Shenzhen company to reintegrate the design according to the human body shape, consumption ability and color preferences. In addition to simply acting as an international brand, some clothing brands have begun to deepen cooperation with international brands in depth and breadth, forming interest communities. This cooperation led to the upgrading of the design level of Shenzhen garment enterprises and the internationalization of brand image.