Quanzhou Shoes And Clothing Enterprises: Brand Internationalization "Three Steps"

Leaving the headquarters of this chess piece in Quanzhou is the foundation of many quotient merchants. At the same time, they did not stop the pace of brand internationalization.

For more than thirty years, businessmen in Quanzhou have been carrying

Paved channels

Brand name

As early as the mid 90s of last century, Quanzhou businessmen initially tried to internationalize Quanzhou.

Now, as a senior partner of the Asian Games, through the dissemination of live and TV pictures, the 361 degree brand has increased its popularity in Asia and promoted the brand promotion process in overseas markets. The first branch in Taipei's west gate is the first step for XTEP to embark on Taiwan. With capital backing, the final plan to open 300 stores in Taiwan is not too far away.

How to make Quanzhou brand popular in the international market and how to get more support for the internationalization of enterprises? Quanzhou businessmen know that it is far from enough to rely solely on the laying of channels to expand the market.

Capital market, the driving force of this enterprise, is another goal of quotient's internationalization.

From China's Hongkong, Singapore, South Korea, Malaysia, to the United States, Germany and Australia, it has proved that from the layout marketing network to the capital market, Quanzhou bosses have once again surprised the world by their global perspective and sensitive smell.

Enterprises go to sea

Capital first

In 1998, Heng An rushed out of the mainland and came to the Hongkong stock exchange. The new name of "Heng an international" endowed it with rich international significance.

As the first domestic Hong Kong stock company, it has successfully entered the market at a price earnings ratio of 10 times, and has won frequent favours from international capital.

At the same time, it created the miracle of the highest price earnings ratio and the highest subscription multiplier of Hong Kong stock listed in that year. It was selected as the "best listed project" and "the best fund raising project in Hongkong" by Asian currency and international capital review.

Starting from the main board market of Singapore's chemical fiber technology in 2004, the Singapore Exchange has attracted more than 10 Chinese enterprises such as China Hongxing, Taishan science and technology, alligator and glade, and has been listed in textile, food, clothing, footwear, luggage and other industries. It has become the best overseas listing channel for Quanzhou enterprises which are second only to the stock exchange of Quanzhou.

In 2009, Quanzhou's capital wave crossed the Pacific for the first time, and Lin Shui pan, President of HDLC (China) Co., sounded the bell of the listing in the US NASDAQ trading hall, and completed another breakthrough in Quanzhou's listing territory.

Quanzhou businessmen continue to depict their respective international blueprints in the operation of overseas capital markets. The capital filled quotient began to disseminate its brand culture and business operation mode through cooperation with international brands.

Purchasing agent

Do many things at once

After 20 years of rapid development, the number of brands in Quanzhou clearly has the strength to cooperate with top international brands.

In the past 3 years, the "SEPTWOLVES" brand, which was co operated by seven wolves and French designer Daniel Faret, has been released. By acquiring other high-end European menswear brands with different positioning and styles, King nine has met the different needs of different consumers in the market and made preparations for its going to the international market.

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Anta's acquisition of BELLE's internationally owned sports brand FILA in China, such as the right to use trademark and franchise, XTEP's agent Disney movement and other brands, its purpose is not only to increase the channel for creating profits, but also more importantly, in the process of acting as an international brand, enterprises can learn from other people's advanced management experience.

At present, many foreign brands run by many Quanzhou enterprises have dozens of adult and children sports leisure brands such as Disney Sports, SKECHERS, crocodile shirt, camel, jubilant, Altman, Spiderman, Naruto and so on.

After experiencing the process of acting as a foreign brand, Quanzhou brands are now planning to acquire blueprints for more overseas brands, which helps them widen their marketing channels and promote their international growth.

The experience of cooperation with international business tycoons has convinced Quanzhou bosses that the road to internationalization is still long.

If a brand wants to go to the world, it must focus on national culture and keep its mind broad-minded.

Only with the cultural output, let the culture of the brand be embodied in the product, and let the layout of the international vision be fully integrated with the local culture, the strength of the brand will be deeply rooted in the hearts of the people.