Decoding The Transnational Road Of Clothing Brands Such As YOUNGOR

" low cost Competition is no longer an era. trend OEM is no longer the goal of future development. China's clothing industry has entered. transnational Times.

When it comes to "transnational enterprises", people usually think of "energy", "telecommunications", "household appliances" and "IT". When it comes to "clothing", it does not seem to be a general consideration. For example, the internationalization of Chinese enterprises in 2011 published by Chinese entrepreneurs. index In the list, clothing companies only have 4% of the shoe industry and good children. share 。

In fact, from a few years ago, Chinese garment enterprises began to operate internationally and made remarkable achievements.

YOUNGOR, Bosideng, Nanshan Group, through the acquisition of multinational companies sales channels, to achieve "leveraging"; first of all, the international road of Shanshan, first of all, to operate international brands, and then to cooperate with the world's top five hundred enterprises in Itochu to achieve their own transnational business objectives, is also a "borrowing force"; through the establishment of industrial parks overseas, red beans make the transnational road more pragmatic and at the same time, the road is longer; Shu Lang is through the establishment of design centers abroad, to grasp the latest fashion pulse; and the unknown Han Shan shoe industry, through its own practice, has walked out of a small and medium-sized enterprise. Internationalization Road.

The initial transnational road began with the acquisition of foreign brands. The biggest impact was the Pierre Cardan purchase two years ago. In this regard, the industry applauded, "such an international brand such as Pierre Cardin, is the lack of our enterprises. So direct purchase permission is a shortcut to use. Professor Wu Dayang, Dean of the College of textiles and clothing of Southwestern University, thinks so.

However, more rational voices question, "what is the purpose of purchasing a brand?"

First of all, the real international brand will not be sold to China, and the brand like Armani will never be bought by Chinese people. Secondly, the acquisition of Pierre Cardan in Shanghai is not a big deal. Piercadaden is already strong and strong. The brand value and added value are very weak. It has become a symbol of decadence and aging.

Instead of simply buying a foreign brand to kill the already hot domestic market, it would be better to enter the global market through acquisition channels, just as YOUNGOR did.

In November 6, 2007, YOUNGOR signed a three party equity purchase agreement with the US KellwoodCompany and its wholly-owned subsidiary KellwoodAsiaLimited to acquire a 100% stake in its subsidiary, Xin Ma company, with a total investment of $120 million.

Through this acquisition, YOUNGOR will receive fourteen production bases distributed in Sri Lanka, Philippines and Guangdong, Jilin and Shenzhen, including the ODM processing business of more than 20 brands including POLO and CalvinKlein, including five authorized licensing brands such as Nautica and PerryEllis, as well as an excellent team with decades of experience in international brand management and design, a sales channel that includes hundreds of sales outlets in the United States, a powerful logistics system that guarantees the smooth flow of these goods into the department store.