"Hualian" Acquisition Of "Orlando" Helps Shaoxing Brand Internationalization Take A New Road.

　　 Existing in Shaoxing County Clothing enterprise About 220, but the lack of internationally renowned brands, "short legs" phenomenon is more obvious. Waz Lian Group The Orlando clothing company of Italy successfully acquired the "JOSEORLANDO" ( Jose Orlando Brand, the brand internationalization of clothing enterprises in Shaoxing county has taken a new road.

The international line of men's clothing brand "JOSEORLANDO" (Jose Orlando) takes root in Keqiao. Orlando clothing company, a subsidiary of Hualian Group, will integrate its local elements on the basis of retaining its original business mode and designing research and development ideas to accelerate the pace of internationalization.

The JOSEORLANDO brand originated from the Orlando family in Barcelona, Spain. In 1860, the family opened the first fabric shop named after its name in Florence, Italy. After years of hard work, "JOSEORLANDO" has become the best clothing product of the upper class. In 1970s, the Orlando family launched the SIMONCASILLAAS brand. Because of its good management, it quickly became famous. Its stores are located in more than 10 countries and cities such as Italy, France, Germany and so on.

In 2007, "Hualian" met Orlando at an exhibition in Florence. After that, after many communication and understanding, the marriage was finally settled. The Orlando family is optimistic about the future of the Chinese market, and the "Hualian" has also found a new way of brand internationalization. Last year, the family formally decided to re register the "JOSEORLANDO" brand and spanfer it to "Hualian".

"Orlando" has opened 6 direct chain stores in China, and sales outlets are mainly concentrated in the second tier cities, such as Beijing, Shanghai, Hangzhou, Guangzhou and Nanjing. In the next 3 years, the company will strive to open more than 50 brand sales outlets in the country through two modes of agency and direct operation, and gradually go abroad to enter Italy, France and other markets.

Feng Defu, executive vice president of the China clothing association, believes that the cultivation of clothing brands is a long process. Any famous brand in the world has cultural accumulation for decades or even hundreds of years. It has its own distinct personality and represents the trend of a certain field. Hualian Group has introduced overseas mature brand lines through acquisitions and cooperation, and has brought its own brand onto the road of internationalization. This is a new way of development, from which we can learn more about the concept of brand management and design research and development.