How Does The Local Clothing Brand Touch The Global Market?

With the advent of the post crisis era, the environment we are faced with has changed, our thinking has changed, our height and our mind have changed. China's apparel industry should take a forward-looking vision, a vision of development and a global perspective to look at the global market, and constantly plan and make continuous efforts. In recent years, the appeal of "going out" has become more and more popular in the clothing industry. Many brands that have experienced rapid development are eager to try their best in the vast overseas market. Many entrepreneurs take the dream of "bigger and stronger" and try to plug their brand into foreign business. Has the opportunity for local enterprises to enter the international market really come?

Since 2010, the most heard of in many textile and apparel industry occasions is the description of China's four outstanding characteristics of becoming a "strong garment country" in the future.

Jiang Hengjie, executive vice president of the China clothing association, explains these four characteristics. First, China should occupy a leading position in the global textile and apparel industry chain, and the level of scientific research, technology and industry standards must be global leading. Two, China's fashion culture must have the right to speak internationally. In London, Milan, London, New York, Tokyo and other world fashion centers, Chinese clothing should be accompanied by the improvement of the status and reputation of the country and establish a permanent fashion style instead of a flash in the pan. Three, the influence of Chinese clothing brands should be radiated around the world, creating a world-famous brand, leaving behind a story, connotation and touching brand culture and expressing it to consumers through the market. In the process, we must rely particularly on the establishment of the global buyers team. Four, China's garment enterprises should start to have strong global market control power, play a certain influence on the global market of garment market and further enhance their ability to resist risks.

These four points, standing at the height of global competition, refer directly to the direction of internationalization of industry and brand. In the next ten years, domestic garment enterprises will enter a new period of development. Because of the rapid growth of the brand enterprises, the competitors will also become stronger and stronger. The competition for the market may not be completed by relying solely on the "local strength".

Then, how do we go on the path of internationalization? How can domestic brand enterprises make use of the rich external resources of the "flat world"? How are we going to stand on a new starting line through the path? There are many problems, and there are more than one answer.

1 ask internationalization, have we started?

Answer: many local businesses are on the way...

At the autumn and winter ordering meeting of Shandong sulang clothing and apparel Co., the reporter saw that at the end of the new show, there was a brown face and a high nose bridge in the design team. She came from France and was a member of the design team.

This is not the first time that there are more and more local enterprises. foreign friends "We are integrating into our fashion brand team.

Perhaps because of the existence of the French designer, Wu Jianmin, chairman of Shu long, has put himself in a more "tough" position as a "walking on the road of internationalization". In his view, the company's position is very clear -- eventually it will become a world-class enterprise. "Actually, Shu Lang is now an international company." He used his own theoretical analysis. "Before reform and opening up, we are all Chinese enterprises. After becoming members of the WTO, we are all internationalized companies. The so-called international enterprise is to operate enterprises with international people and things, rather than just marketing products abroad. He said: "what we are talking about is internationalized in a narrow sense, that is, selling products to the US is internationalized. Lenovo's acquisition of IBM is internationalization. This is only part of the concept of internationalization. "

He analyzed that in a broad sense, from the day of his creation, Shu Lang was a "globalized" enterprise - the fabrics he used from France and Italy participated in international procurement. He chose overseas models to take pictures and take pictures, and the designer team introduced international designers to compete with brands from all over the world in the store. "If we extend our products, brands and culture to the target market all over the world, such enterprises will reach a higher level of internationalization." Wu Jianmin said firmly.

Many enterprises in China are preparing for the "internationalization upgrading" of their own brands.

At the end of the Shishi "Haibo conference", the old stone lion brand "emperor" brand men's Logo quietly changed. Lu, who is the second generation leader of the brand, explained that the original logo of the Chinese character "emperor" combined with the Chinese pinyin "DI" blocked the spread of the brand abroad. The great emperor group, which has made good use of international sporting resources, has sponsored many famous international events such as the Italy Super Cup and NBA in recent years. However, the combination of vigorous Chinese characters and Pinyin in the arena brings many international friends confusion. They do not understand what "DI" stands for, and can not understand the cultural connotation of the brand. The emergence of the word "King" in the new Logo "Diking" is very enlightening. The word "King" represents the brand implication of the male "king style". "This is the inevitable trend of brand internationalization and fashion." Lu said.

Entering the entry process in Baidu encyclopedia will get the following information: the internationalization process (internationlizationprocess) has four stages: irregular export activities; exporting through independent representatives (agents); establishing one or more sales subsidiaries; and setting up factories abroad.

For the first article, there are excellent export enterprises in the Chinese textile and garment industry with the name of "world factory". They already have the ability to design and manufacture products that meet the needs of different regions. At the end of 2007, Bosideng men's clothing formally launched the strategic cooperation agreement with Green and Woods in expanding the European market. In September 23, 2008, they opened two stores in the UK, creating the first step of China's independent men's wear brand store landing on the European market. After that, more and more excellent local brands began to enter the international market gradually. The internationalization process has already entered the second step for them.

It was in 2007 that Ningbo YOUNGOR group successfully completed the merger and acquisition of the new Ma clothing group, the core business department of Kellwood, the famous clothing company of the United States. Through this action, YOUNGOR has obtained 14 production bases, including Sri Lanka and Philippines, which has 43 thousand employees at home and abroad, and has 80 million manufacturing and processing capacity each year. It has become the world's largest garment manufacturer. In addition, YOUNGOR has obtained more than 20 well-known brands ODM processing business, 5 licensing licensing brands, a top team with decades of international brand management and design experience, a sales channel for hundreds of department stores in the United States, and a powerful logistics system that ensures these products flow smoothly into the department store. At this point, YOUNGOR's international layout has begun to take shape.

There are too many cases. Entering the international arena, many local businesses are on the way.

2 ask my brand to be internationalized?

Answer: This is not the growth path for every brand.

The debate over whether to go out has been chattering away. With the advent of the financial crisis, enterprises in the post crisis era are more cautious and steady. We realize that the foreign market is not a trap, nor is it a paradise.

Although the brands that have been rewarded with great returns from international operation have become an example of envy, "internationalization" is not the best oil for every enterprise.

"Every brand has its own lifeline. Like people, everyone has a different track of development." Zhao Qian, director of the China High Fashion Association, said: "there is no right or wrong to internationalize the problem. For what kind of soil, where to survive. " She said frankly that at present, the brand with a real "internationalization" level is still rare. Looking at the modern high-end brands that are really popular in the global market, this kind of "classic", which is widely recognized worldwide, is not a day's work. They have history, memories, stories and roots. Moreover, fashion must be a "cultural factor" which is very high from low to high and is very important in internationalization. Its recognition must follow this rule.

"For those brands that already have their own distinctive styles and positioning, stick to the original ones." Zhao Qian suggested that "internationalization" should not be blind, nor could it be blindly followed. The domestic market and foreign market are two completely different markets. It is dangerous to copy the original experience to another market, because no product is suitable for all markets, and the target market must conform to its brand image and brand strategy. You can not watch others gain, but ignore your own "bureau". Sudden change of line makes it easy to lose even the original market.

This is in line with the internationally renowned trend expert Feng Jiuling. She once said that a brand must be based on its own territory and must be able to inspire its own consumers before it can internationalize. Therefore, she believes that China's consumer market is the most important foundation for us to move towards the "Chinese century".

A brand that even sits in a familiar market is not qualified to talk about "internationalization". But not all brands that have settled on the domestic market can be internationalized.

Yuan Hui, deputy director of Zhejiang International Investment Promotion Center, takes Zhejiang businessmen who he knows well as an example to talk about the plight of this group in the process of investing abroad. Perhaps, companies eager to move towards internationalization have not yet thought of these.

First, the policy of "going out" is not matched, which restricts the further development of Zhejiang businessmen overseas. He analyzed that the relevant laws and regulations and supporting policies of China's foreign investment are not yet matched in many respects, and need to be improved. The public service system is not sound enough, private enterprises' overseas investment and financing are difficult, the sources of funds are unstable, foreign exchange cross-border movement and overseas financing guarantee are restricted, which restricts the further development of enterprises overseas.

The two is the lack of understanding of the local laws and business environment of the host country. Taking Zhejiang textile enterprises as an example, a textile industry is in the initial stage in the country. Although its newly built factory is already very complete in hardware, the quality of textile workers is difficult to compare with Chinese workers, and the difficult skills of printing and dyeing and embroidery still need to rely mainly on domestic production. For example, weaving is a high-intensity job and often requires overtime work, but local workers often refuse to work overtime, resulting in the factory unable to deliver the goods to customers in time. Postpone one or two months is common and the longest will even drag for half a year.

What is even more troubling is that successful "going global" enterprises will inevitably affect the original market and attract local competitors to attack.

So, should we go out in an "internationalized" manner? This is a bit of a "cold and warm self knowledge" - there is space and some benefits, but the risk and uncertainty exist at the same time. The key is how to control the enterprise.

3 ask how to touch the global market?

Answering questions: relying on capital path, finding the right business mode.

In the future, the expansion of international cooperation in the creative field will enhance the scale of brand competitiveness. business model It will be updated and more internationalized; the budgetary funds of international buyers will be used in the Chinese market; Chinese brands will enter international sales channels. These important directions dominate the development trend of international fashion industry.

Zhao Qian pointed out: "the past 30 years are the 30 years of" industry ", and enterprises often use scale to describe their own strength. For example, what kind of equipment, how many employees, several pipelines, how much production capacity, and what kind of production management mode? And the next 30 years are really brand years. Measuring a company will involve more details related to the brand, such as turnover, business model, corporate culture, cross-border cooperation, etc. At present, it is not possible for enterprises to think more about internationalization, but how to realize them.

Is it possible to internationalize a brand that relies on the growth of two or three tier cities in China?

It is imprecise to answer "yes" or "no" blindly. Because it involves two levels of "capability" and "capital". The original product of the brand may not be an international way, but it does not prevent enterprises from coming up with an international brand face with the accumulation of "capital strength" accumulated over the years, and bringing it into the international channel through the reorganization of the new operation team.

Among them, the choice of business model is particularly important. According to Zhao Qian analysis, there are two kinds of brands that are easy to embark on the international road. One is the designer brand that may go to the high-end market. The other is a powerful enterprise through the asset merger and acquisition to enter the overseas circulation channel.

He has been doing international trade in wedding dresses for many years, general manager of Limited by Share Ltd of China and Arab League from Taiwan. He encourages those domestic colleagues who want to make the brand to the international market to participate in professional exhibitions of international nature, and contact with designers, retailers and distributors in the overseas exhibition venues with the target market. He suggested that, like France, Italy, Spain and Britain, these important European countries, domestic manufacturers should take part in it. It is the fastest way to show the best quality clothes and the highest level design to let local consumers and buyers know us directly.

If there are institutions that can fully display the space for domestic brands, it is best. What is more exciting than "commercial landing" of "Chinese creativity"?

There really is a chance.

In September 2010, the China Fashion Association, the French Fashion Association and France international fashion Agency jointly set up the "contemporary Chinese creativity ShowRoom" in the central area of Paris, focusing on displaying outstanding Chinese designer products and brand products, bringing "Chinese creativity" directly to international buyers, media and investors. The designer brand will go further along the way of business. This display of normality will effectively push "China creation" into the international market. It is reported that there will be 5 brands of "Rose Square", including Uma, MashaMa, NacyK and Guo Pei, which will debut in Paris through ShowRoom.

In the future, more and more "Chinese faces" will appear on the world stage of fashion.

For those with market base, let's take a look at this example. Feng Jiuling believes that the operation of many textile and garment enterprises in China has reached a critical point today - it has done a good job, but there will be a bottleneck when further development. What's the bottleneck? No professional management, no international talent. She gave the example of "Shanghai", which was brought to a height by a Hongkong people with very strong feelings about China, the founder of the Chinese design, who successfully recommended the products to the world's celebrities, including the princess Diana, with his personal charm. However, once the brand is internationalized, if you want to open a shop in the US Fifth Avenue, if you want to open a shop in Paris and set up shop in New York, its personal charisma can not solve some problems such as capital demand, management level and so on. Therefore, he sold "Shanghai" to a foreign brand, which is a way of sustainable development.

4 what do we need to go out?

Answering questions: talents, creativity, inclusiveness and national pride

What is the most expensive in twenty-first Century? Talent! International development needs more internationalized talents, including those who are proficient in foreign languages, have an international vision and understand the rules of internationalization.

A team of talents is very important. Zhao Qian believes that whether the team is "training" or "airborne" is not important, depends on whether it can afford the continuation of the core value of the enterprise. Especially for those teams that are grafted together through mergers and acquisitions, inclusiveness is particularly important.

Taking the Lanvin, the oldest fashion brand in France, for example, the brand has been acquired by a Taiwan enterprise, but it has not changed the original core team, but has retained the original talent and management mode. This brand completely retained its original style with inclusive thinking, and the market was completely free from any influence.

After all, to develop the international market, we still need talents with local culture background, which is especially critical to the different consumer market. No introduction, no output. For many domestic enterprises, international talent input is a shortcut to improve product innovation.

At present, many enterprise Will hire some foreign designers. Usually, foreign designers will play the role of "consultant". They will plan for the next season's products and come up with a series of plans. Under normal circumstances, there will be a design director in China who will cooperate with the adjustment so as to achieve the integration effect of individual creativity and brand positioning.

In this respect, the French designer's Shu Lang has achieved good results. Wu Jianmin believes that the greatest sense of achievement in this year's Fair is the evaluation of insiders at home and abroad. "The fashion made by Shandong people is affirmed by the fashion authority of France and Italy. They think it is fashionable and I am satisfied with the result." he regards this affirmation as the determination of the international standard of the product. "If clothes want to be good and integrate with the world, they must have a bit of" foreign thoughts "and" bringing ism ". If they don't take the mentality of the world, they will fail.

Wu Jianmin always believed that the relationship between man and man, nationality and nation, state and state is equal, and there is no difference between high and low. National culture is neither good nor bad. The strength of the nation and the prosperity of the national industry must be based on national pride and national strength. "Our generation should view international cooperation and international exchanges in the vision of a new era, and national integrity must not be lost."

The word "different and different" may be the best description of "internationalization". When we put our eyes farther, our arms should be opened enough. Taking the essence and seeking progress has always been the internal driving force for local enterprises to move forward. Whether it is international resources or the application of internationalized talents, whether it is developing the market or overseas mergers and acquisitions, respecting each other and appreciating each other is the main theme of the era of global win-win.

"When the future develops to a certain stage, referring to domestic and foreign enterprises, it will not be regarded as merely a competitive relationship, but any corner of the market in the world is mutually needed, interdependent and close together." Zhao Qian said firmly.