2011 Sino US Clothing Brand Cooperation And Development Symposium Held In Humen

With the deepening of global economic integration, Chinese clothing is playing an increasingly important role in the global garment trade. Over the past ten years, many outstanding local brands have sprung up in China. market Being occupied by top international brands, the speed of international second and three line brands entering China is faster and faster, and the number of brands is increasing. China's garment industry is facing a huge challenge of brand internationalization.

In order to promote the common development of clothing brands between China and the United States, help China's large enterprise groups understand the relevant channels to enter the American Apparel market, and explore the in-depth cooperation between Chinese and American garment enterprises in the fields of design, marketing and brand promotion, the China Textile Information Center and the Humen Guangdong Town People's Government jointly organized the United States related agencies, and successfully held the "2011 Sino US clothing brand cooperation and Development Symposium" in November 20, 2011.

This conference will mainly focus on the internationalization of Chinese and American fashion brands, and how China's clothing brands will enter the US market through the acquisition of American clothing brands. In the two-way interaction and resource complementarity process of "going out and coming in", more and more Chinese textile and garment enterprises will gradually complete the system layout of "from the point to the surface" in the international market by means of capital leverage and business strategy such as mergers and acquisitions, agency and joint ventures, relying on outstanding overseas channel resources and management mode, so that "made in China" can achieve the leap forward development of "Chinese brand".

Sun Ruizhe, vice chairman of China Federation of textile industry, Wei Lin, director of the media center of China Textile Industry Federation, Fu Guangwei, deputy director of China Textile Information Center, He Ying, Minister of Foreign Trade Department of Ministry of Commerce, distinguished experts and scholars from domestic related industries, representative of American famous brand clothing, American Triangle investment limited liability company, representative of Humen leading enterprises, and other domestic brand clothing companies, attended more than 100 participants.

In recent years, the trend of mergers and acquisitions has become increasingly popular. YOUNGOR's acquisition of new Malaysia and Shandong Ruyi group has become the largest shareholder of the Japanese Rena group through the third party's new issuance of new shares. The Hongkong YGM trading company has acquired the old British luxury brand, agashi Dan, and Wenzhou Cheng Long Limited by Share Ltd to acquire Pierre Cardin; Bosideng, Jiangnan Buyi and other excellent Chinese brands have opened stores overseas, opening the strategic layout of the international market from "OEM" to "create brand". In his speech, sun president analyzed the M & A cases and pointed out that the process of "internationalization" and "localization" in the future will focus on a series of aspects such as technological innovation, talent docking, capital operation, channel extension and cultural integration. The process of mutual integration should be "quality growth". "Quality growth" is not just a simple expansion of channels and capital, but based on the concept of win-win and effective integration and sustainable growth in resource complementarity.

In the speech, Fu Guangwei, deputy director of China Textile Information Center, analyzed the four driving forces and four major resistances of brand development, and proposed that quality, innovation, rapid response and social responsibility are the four elements of brand building and development. We should correctly view the opportunities and challenges of international mergers and acquisitions.

The experts also discussed in detail the risk of overseas mergers and acquisitions, mainly the two cultural integration issues. Many Chinese textile and garment enterprises to buy and buy are all for one purpose: buy a trademark back, paste their own clothes and then sell. Enterprises do not have a deep understanding of mergers and acquisitions themselves, for example, to buy a brand abroad, first of all, they should think about how to do cultural blending, how the two companies become common companies, and how to make the company profitable in China, but also make profits in China, but many enterprises often break off all foreign resources, leaving only trademarks. This is not a merger but a "deck". The real merger is to integrate, not only the Chinese market also needs foreign markets, including foreign stores and foreign influence, and after mergers and acquisitions, it can make greater development in foreign markets through integration.

The participants at the same time reached a consensus that cross-border mergers and acquisitions is undoubtedly a shortcut to the internationalization of Chinese enterprises. They can not only get a long history of brand, advanced technology and overseas channels from the other side, but also overcome trade barriers, anti-dumping investigations and other factors. This not only enables enterprises to become famous overnight, but also accelerates the growth cycle of enterprises. Shortcuts also mean opportunities, risks and challenges.

At the meeting, the Humen clothing and apparel industry association signed a brand cooperation strategy agreement with Triangle investment limited liability company, and more than 20 American clothing brands introduced the intention of merger and acquisition. It is believed that the in-depth exchanges between the seminar and the cooperation between China and the United States in the field of clothing will explore a harmonious and win-win business model that keeps pace with the times. It will make an important contribution to the healthy development of the Sino US clothing trade. It will play a very realistic and win-win role in building the international atmosphere of the garment industry in Humen and upgrading the investment environment of the manufacturing industry.