China Fashion Brand Internationalization Strategy Summit Held Yesterday

As the current Costume Fair One of the important forums is the Ministry of Commerce of China, the Dalian Municipal People's government and China. Dalian International fashion and Textile Expo Organizing Committee co sponsored the China Fashion Brand Internationalization Strategy Summit held yesterday in Dalian World Expo Plaza. 3 speakers from different fields, from their respective perspectives, focus on the overall positioning of this year's exhibition from internationalization. brand With regard to people's livelihood, product development, image building, marketing and other aspects, this article explores the reality of China's fashion industry facing international competition and enterprise transformation with the most sensitive fashion sense and unique perspective, and seeks effective ways to promote the internationalization of national fashion brands.

　 Cao Heping, a famous Chinese economist and professor of Peking University:

Don't just "exert power" or "profit".

Similarly, a world-famous brand of men's shirts, a garment company in China, is responsible for the foundry. Its export price is $7.5, but the price of this shirt went up and down in the mall of the United States, and the price of the shirt was between $70 and $120. At yesterday's forum, Cao Heping, a famous economist in China and professor of Peking University, told us that the number of clothing enterprises in China was "powerful" but did not match the "profits".

China is a big country in garment OEM production. 40% of the world's three men's shirt brands are produced by Chinese enterprises. Our clothing enterprises have the ability to produce high quality clothing, but they can not make profits because they do not have the ability to enter the fashion brand economy.

So, how can we have the ability to develop the fashion brand economy? Cao Heping suggests that enterprises should concentrate their efforts on developing logistics. Two, we need to work hard on creativity. Three, we must establish a capital market that supports fashion economy. For the development of brand, the complete clothing brand industry chain is the most important.

　　 Francesco, head of Italy Fashion Association, China:

China's garment industry can only survive through transformation.

Mr. Francesco has cooperated with many international brands including HUGO BOSS and CUCCI. He has been a manager of international fashion market development and design as well as the head of Italy Fashion Association of China. In his view, the case of Adidas's cooperation in his career has great practical significance for the current stage of clothing market in China.

Mr. Francesco believes that many garment enterprises in China are experiencing a bottleneck similar to that of Adidas. Only by transformation and change can we continue to exist and develop. Over the past 20 years, China has been considered by some to be a low price and low quality garment production base. With the continuous improvement of costs, China's garment industry must go out of the "low" related circles to meet the transformation.

"China has the ability to make top-grade brand clothes, but we must avoid entering a new misunderstanding -- simple cooperation with foreign design institutes," Francisco reminded.

　 NC.STYLE founder Chen:

Give professional matters to professional people.

Many garment enterprises in China had their own brands and accumulated huge capital 20 years ago, but they always remained relatively primitive in their operation. Now these enterprises want to expand the internationalization of brands, what should we do? The first generation of international fashion buyers in mainland China, Chen Feng, the pioneer of China's fashion industry, elaborated on this forum yesterday. She believes that the professional development of brand development should be done to professionals.

From the design point of view, she said, many domestic enterprises are now blindly seeking foreign design teams for cooperation and brand marketing. Foreign design team is experienced, but many experiences are not suitable for Chinese market. From the point of view of brand promotion, some enterprises believe that as long as they accumulate excellent production technology, they will be able to break through the international market, but neglect the role of professional teams in the overall long-term planning and promotion of brands. In addition, the rising trend of young designers' brand creation also exposes a new problem, that is, designers themselves do not understand the rules and patterns of brand operation, resulting in the eventual failure of marketing.