Focus On The Internationalization Of Humen'S Clothing Brand

Without the internationalization of the garment industry, there will be no "international" of "Binhai International Mall", and the internationalization of the garment industry must be based on the internationalization of the clothing brand.

At present, there are more than 2000 local brands and more than 5000 overseas garment enterprises registered in Humen. There are more than 400 brands in the more than 5000 garment enterprises. The town has gained 1 well-known trademarks in China, 13 famous trademarks in Guangdong, and 14 famous brands in Guangdong.

The clothing industry in Humen is still in the 1/3 zone, which is initially internationalized in style, internationalized in design and internationalized in the market. The internationalization of Humen's clothing brand has not yet started in a big way.

What is the story of the internationalization of Humen's clothing brand in Humen's "coastal international shopping mall" framework? What's the story of the internationalization of Humen's clothing brand? During the current trade fair, experts from Humen's 2011 Sino US clothing brand cooperation development symposium said that the Humen garment industry will take the lead in becoming the "model industry cluster of clothing brand internationalization".

Initial Internationalization of 1/3 zone

On the evening of 21, the sixteenth China (Humen) International Fashion Fair closed in Humen.

During the 4 day exhibition, there were 900 thousand professional spectators. The franchisees, buyers and professional spectators from Russia, Japan, Philippines, the United Kingdom, Bulgaria, Germany, Czech, France, and China, Hongkong, Macao, Taiwan, mainland and other more than 10 countries and regions were 100 thousand more than the previous entry. The turnover of the intention was as high as 4 billion 800 million yuan, and Humen trade fair once again showed the glamour to the industry with excellent results.

Organizers of the Humen town government said that the trade successfully created 4 platforms, such as trade, fashion culture exhibition, city image publicity, and industrial upgrading support.

Humen town side said that as one of the small projects in the ten key projects of the "Binhai International Shopping Mall", the Convention and Exhibition Center, which covers nearly 50 thousand square meters and invested 300 million yuan, will be put into use in 2013, when Humen Trade Fair will usher in more customers.

Although this trade fair has achieved another remarkable achievement, however, in the eyes of a senior industry, the current Humen clothing is beginning to internationalize the "1/3 zone".

The personage expresses, the internationalization of clothing brand needs to meet 3 requirements, namely internationalization of style, internationalization of design and internationalization of market.

The reporter learned that the current showcase of the fair was very popular. Last year, the sales volume reached 3 billion 600 million yuan in Humen, which was second only to YISHION's product. It did not arrange its new fashion trend, but put the newly designed clothes in a simple and fashionable booth.

On the morning of 22, Chen Zihuan, director of eminent marketing center, told reporters that the company is developing new products. Unlike 2 years ago, they invited 8 famous creative designers from Japan, South Korea, France and Italy. This is much different from that of Japan and other European countries.

What is the reason? Chen Zihuan told reporters, "in addition to more than 2000 local registered garment enterprises in Humen, there are more than 2000 other foreign brands registered in Humen", a total of more than 5000 clothing enterprises and brands. According to the theory, Humen clothing has been internationalized, or at least has been "internationalized", but this is not the case.

"We have introduced some brands from abroad before, but the results are far from ideal."

Chen Zihuan revealed that the clothing brands that they used to introduce from Europe, such as "DVF" and "Jo Kok", were too different from the production style and craft of the ETU, which had not been well recognized by the market, but also caused a waste of cost. "We need two designer teams at that time, and now only a team that has a similar design concept is enough".

"Now the two brands are still in our hands. They have been temporarily sealed up."

He said that in the past, designers from Japan and South Korea often asked casual designers to design casual clothes. With the homogenization of the market competition, the leisure style encountered the "Red Sea". So they took the European fashion style design concept into account 2 years ago, and designed a "fast fashion" style, which avoided the extreme leisure and extreme fashion in Japan and South Korea, and won the market.

He did not respond positively to sales in overseas markets, but said "the share is very low".

The relevant person in charge of the company told reporters that in 2010, the total number of fashion clothing market in China was about 130000000000 yuan, while the proportion of the 3% of them was less than 3%, far below the "saturation" standard of 15%~20%. Even YISHION, who had taken the leisure route for more than $4 billion, had a considerable distance from the real sense of nationalization. "This means that we are still dominated by the domestic market."

"It's hard for us to cultivate international brands, but it is difficult to identify the positioning of styles if we want to introduce others' brands."

It is reported that many enterprises in Humen have similar phenomena. "Now we can say that we are initially involved in internationalization", that is, "internationalization" in terms of style, because there is no international design team belonging to them, and the internationalization level of the market is still at a relatively low level.

Self strengthening of brand awareness

On the evening of 18, the "Lin Zai contained 2011 high level women's clothing works conference" held on the 8 floor of the Humen fashion fair the Yellow River fashion city was stunning. Lin Zi contained the top 9 designer of the fashion show, "the top ten designers in China".

As the first officially registered professional design institute in Guangdong Province, customer director Lin Yu Si, Jia Yu fashion design consultant, said, "Humen's official brand awareness is strong, and the industry consciousness is also gradually strengthening". However, the internationalization of Humen's clothing needs to be improved in an all-round way.

According to the introduction, since 2003, the company has cooperated with Humen garment enterprises. "Before each year is a couple, until 2006, our customers in Humen are getting a little bit more". Every year there are about 4~5, but not a lot, but there is a welcome change. "We used to explore the market before, and now we are actively looking for it."

Lin Yu Si also told the reporter another change: the enterprise request to the design company is getting higher and higher.

"Before it was just a simple planning and drawing, it would be all right." now the clothing companies hope that the professional design companies will provide all-round services, even involving the introduction and training of talents.

One industry insider told reporters that there were more than 2000 local clothing enterprises in Humen, and only more than 200 clothing brands still had the meaning of "barbaric growth".

According to the source, there are about forty or fifty fashion design companies in Humen, but only a few high-end professional fashion design companies. Many of them still stay in the development stage of family workshops.

It is gratifying to note that the Humen town has set up a platform for Humen clothing technology innovation center and so on, and has promulgated the series of policies on the management of special industries in Humen Town, and the Humen town government said that the clothing industry is the most famous and pillar industry in Humen town.

In the process of promoting the industrial upgrading of the whole town, we should continue to do well the famous exhibition of Humen trade fair, expand the regional brand effect of Humen clothing, promote the construction of key projects such as headquarters building, convention and Exhibition Center of private economy, build a flagship of commercial aggregation, and inject new impetus to the development of garment industry.

"From the point of view of material conditions and financial support, the environmental conditions are very good."

Those in the industry suggested that the creative platform that the government put into operation could maintain the necessary independence, design and guide the market and fashion trends, "let professional people do professional things, save official efforts and create creativity."

Design is the core of the garment industry, and only if this piece breeds international talents can the internationalization of clothing brand be possible.

It is understood that Humen town has passed the famous brand strategy. Up to now, the town has gained 1 well-known trademarks in China, 13 famous trademarks in Guangdong, and 14 famous brands in Guangdong.

A long-term concern of the clothing industry in Humen said that the internationalization of "Binhai International Shopping Mall", Humen's distinctive pillar and the most prominent pillar industry must be given priority to internationalization, otherwise the "International Mall" industry "hollow", "the next 5 years is very critical."

It is worth noting that Wu Zhanhui, Secretary of the Humen Municipal Committee of the Communist Party of China, said in a number of interviews with reporters that Humen has now proposed the goal of crossing the famous historical town to the famous cultural town, and its cultural and creative industries have been placed in a very important position.

The reporter referred to the unsettled problems of Hong Kong Polytech University in Weiyuan. Wu Zhanhui said that this is an important project promoted by the municipal government from a strategic height. Humen town is also working hard to achieve this goal, although the progress has been affected by the high-level changes at school earlier, but cooperation and communication have been going on.

It is understood that if the university is located in Humen, the advantages of talent cultivation and internationalization education in Humen will be more obvious, including the training level of the relevant talents in the garment industry will be significantly improved.

International Official motion

"Humen will take the lead in becoming an exemplary industrial cluster for the internationalization of clothing brands."

On the afternoon of 20, at the Symposium on Sino US clothing brand cooperation held at the Lung Chuen International Hotel, Dr. Fu Guangwei, deputy director of the China Textile Information Center, said that with unique geographical location, scientific policy guidance, vigorous market mechanism, and mature business circulation channels, Humen garment industry cluster will take a step forward on the road of brand internationalization. "Dr. Chen said that" Humen's apparel industry cluster will be a pioneer in the development of brand internationalization.

He said that the internationalization of Chinese clothing brands is an inevitable trend, the result of industrial pformation and upgrading, and the "quality growth" required by the development of brand economy.

It is understood that this year 1~9 months, China's total exports of textiles and clothing 190 billion 717 million U.S. dollars, an increase of 24.02% over the same period, the export price increase has obviously become an important reason for supporting the rapid growth of China's textile and clothing exports, while the growth of export volume is slowing down.

On the other hand, China's textile and clothing imports totaled 17 billion 153 million US dollars in 1~9 months this year, up 16.95% over the same period last year.

Among them, imports of textiles amounted to US $14 billion 213 million, an increase of 10.13% over the same period last year, and clothing imports of US $2 billion 939 million, an increase of 66.98% over the same period last year. The growth rate was 39.62 percentage points faster than that of the same period last year, and the overall import growth of clothing maintained a good development momentum.

To this end, relevant experts said that international brand building should start with foothold and independent innovation. At the same time, mergers and acquisitions or introducing international brands "being internationalized" is also an effective shortcut to "internationalization".

Before the seminar, the Humen apparel and apparel industry association signed a strategic cooperation agreement with the US triangle Vantage Capitals Ltd.

According to the agreement, Humen will set up an alliance of investment industries with the us when conditions are ripe.

Related statistics show that last year 1~11 months, China's textile exports to the United States accounted for 42.43% of the total textile imports from the United States, an increase of 16.31 percentage points from 2005.

Sino US textile and apparel brand cooperation has a very deep industrial foundation. In the trade structure of China's textile and clothing export, the United States is one of the most important partners in China's textile and garment industry.

Humen town government said that the effective promotion of strategic cooperation will actively promote the internationalization of China's textile and clothing brand and the localization process of the American clothing brand in China.

According to the agreement, Humen should focus on improving the quality brand of Humen clothing in line with the concept of introduction, digestion, absorption and innovation, and absorb the advanced experience of foreign high quality brands in product design, production management, marketing and so on. The US side should actively contact the brand manufacturers and provide necessary assistance for inspection.

The United States should actively promote the entry of famous American brands into the Humen market, and actively promote cross-border mergers and acquisitions, brand agents or equity pfers of Chinese clothing enterprises to the US fashion brands. Humen should actively promote the cooperation intention of enterprises and provide necessary assistance to the United States, including providing travel, accommodation and pportation during Humen.

The two sides, in order to promote the progress of garment industry in China and the United States, jointly build industrial cooperation and exchange of professional and technical personnel, send personnel to conduct on-the-spot investigation, offer advice and suggestions to build high-quality clothing brands in Humen, and invest in the establishment of industrial alliances at the right time.

The seminar was co sponsored by the China Textile Information Center and the Humen town government as an interactive meeting between Chinese and English.

Representatives from the Ministry of Commerce, the China Textile Industry Federation, the United States triangle Vantage Capitals Ltd, the Humen apparel and apparel industry association, and representatives from Humen and other provinces and regions attended the seminar.

The seminar includes the internationalization of Chinese and American clothing brands, the interpretation of the Merger Policy of Chinese and American clothing brands, the cooperation promotion of the 20 clothing brands in the United States, the signing of strategic cooperation between Humen clothing brand and the American apparel brand, the discussion of the way of entering the Chinese market by the American clothing brand, and the 6 aspects of the Chinese clothing brand entering the US market.

Ye Kongxin, mayor of Humen Town, said that the Sino US clothing trade has a good foundation and bright prospects. Strengthening cooperation between Chinese and American clothing brands is an important way to realize the win-win situation of clothing trade in both countries, and is also an important measure to promote the upgrading of Humen's garment industry.

He hoped that American clothing brand enterprises could strengthen exchanges and cooperation with Humen, and take this opportunity to build a platform for cooperation between Humen clothing brands and American clothing brands, expand sales channels, and achieve complementary advantages and win win common prosperity.

Reporters at this seminar, the United States triangle Vantage Capitals Ltd also specially selected 20 of the potential American clothing brands and enterprises to promote the scene, hoping to reach a preliminary cooperation intention with Chinese clothing enterprises.

Li Ruiping, director, professor and senior engineer of the Quality Certification Department of China Textile Information Center, told reporters that this type of conference was held in Humen for the first time and has positive significance for the internationalization of Humen's clothing.