The Internationalization Of Chinese Clothing Brands

When it comes to the internationalization of brand clothing, it is a big topic. Although I did a bit of a trick, I did check some information before I came, and their views were far sighted. I gave them a little bit of a comprehensive view to promote the establishment of China's international clothing brand from different angles. The localization of international brands and the internationalization of Chinese brands will probably go through those processes.

The first ten years of China have been rapid. Realization The trend of international brand localization is obvious. Nowadays, many international famous brands have specialized stores in China, and their development is very fast. Therefore, the localization of international brands is no longer controversial. What we need to reflect is that the localization of international brands is much faster than the internationalization of local brands. We seem to be more and more passive. Therefore, we need to go deep into the problems that hamper the internationalization of our local brands. {page_break}

Here I analyze the four driving forces:

1, the driving force of market demand. At present, China's brands such as Lining, Anta, and so on are developing faster but still relatively small. We mainly focus on quality, innovation, rapid response and social responsibility. We lack the four elements of the brand. In order to adapt to the rapid development of the market demand, China Textile Industry Federation has made a lot of efforts to deal with these four elements. work We have set up an industry service platform and strengthened the research and formulation of industry standards. We implemented the issuance of testing networks. We held a series of meetings to provide a good foundation for the four elements, but we still need to strengthen the driving force of market demand.

2, look at the competitiveness of our brand, our brand competitiveness is still not strong. In a sense, Chinese people are more interested in international brands. Chinese rarely want to have a brand that can match their domestic counterparts. We hovered in the middle and low prices, prices and other cruel competition. There is no further improvement in innovative design. The driving force of competition is lack of strength.

3, the driving force of global economic integration. China is no longer a problem of not engaging in brands. China's future industrial upgrading must be a brand. The next 30 years must be the 30 year of the rapid development of China's textile and garment brands. Under such a big consumer power, a large number of international brands will emerge. Therefore, under this trend, China is the second largest economic power in the world. The role we play is the most powerful source of the driving force of our brand development.

4, the driving force of capital, as we all know, the continued depreciation of the US dollar, the continued appreciation of the RMB, and some agreements of TPD seem to be holding China's account. world A rising power can not be ignored. In the process of rapid development, Chinese enterprises are increasingly moving towards the world, participating in international competition and buying foreign brands. This is an irresistible trend of development. Under such a trend, there will be cross-border mergers, which will lead to monopolization and price discrimination in a certain range. We are now accepting international brands to enter China. At the same time, we must encourage Chinese brands to get out of the international arena. This is to safeguard national sovereignty and interests. Behind the real brand, it must be hidden behind the interests of the state. The four major driving forces may be the next step that we should think deeply about in Humen and even in China's garment industry. {page_break}

Next, we analyze the resistance of brand internationalization. There are five points:

1, from our resistance to quality and innovation. Here I venture to say that most Chinese enterprises are still sleeping in the dream of the past 30 years. Maybe the 2008 financial crisis gave us a lesson for entrepreneurs. Since autumn and winter this year, it has been said that the cold winter of textile industry has come again, and even this chill is even colder than the economic crisis of 2008. We see that the real input in quality, quality and innovation is still very inadequate. Many enterprises still have the luck to use the plagiarism of others to find shortcuts, but in fact, it will not work in the future. If our future clothing brand enterprises do not overcome this resistance, it will be difficult for us to compete with world-class brands.

2, cultural resistance. China has five thousand years of splendid culture, but is the Chinese nation's great culture and virtue accepted by the whole world? Is China's brand rich in cultural connotations and accepted by foreign consumers? This is a great challenge for us. As we all know, Chinese consumers are very easy to accept new things from outside. But foreign people are proud of using China's textiles and brands. In the early days of reform and opening up, many of our well-known brands, such as permanent brand bicycles, Shanghai brand watches, sewing machines and so on, have disappeared in the age of planned economy. Then our Chinese nation brand Where are we going to learn from? Therefore, China's culture, history and culture are a major obstacle in the process of internationalization and inheritance to consumers abroad.

3, international status and influence. After 30 years of reform and opening up, China has developed rapidly and has become a major economic power in the world. But seeing that we are still being bullied everywhere, comrade Xiaowen said, "China will not be bullied by brands in the future." all of our problems seem to have been criticized by the world. What has happened to China? Our international status has improved, but has the corresponding recognition been improved? This is a question that every Chinese and every entrepreneur should think deeply about, and where are our problems? With the influence of our international position, Chinese enterprises will continue to grow and international influence will be improved. What does the international influence rely on? How can we rely on products, image and our education? The United States has shown that the most feared thing in the United States is not China's aircraft carrier, its military strength, but God's eight heaven. The most feared thing is the importance of education for all. We believe that in another 30 years, China must be the world's first powerful country. We can wait and see this point.

4, the pace of internationalization of China's large enterprises is lagging behind. 30 years of reform and opening up, we create A lot of miracles, many educational level is not high, the education is not too high boss quickly become a big boss. But after becoming a big boss, his consciousness and knowledge about company management and operation capital are relatively lacking. But the rich two generation has caught up with it, but internationalization requires the use of an international language to play a role in the international arena. Our biggest resistance is whether these entrepreneurs can internationalize, keep pace with the times, and lead their enterprises into the international arena.

5, understanding and management of brand. In the past, we took a lot of twists and turns. We thought that the brand is to find a number of image spokesmen, let the beautiful women wear bright costumes, let the stars take consumer goods to guide consumption, but we are lagging behind the cultural connotation, the connotation of the brand, the understanding of the brand, and the management of the brand, so there is no international brand. This is a problem that our international brand is growing too slowly.

The third aspect is the internationalization of local brands. There are four ways to communicate with you.

First, the cultivation of local brands, we emphasize the internationalization of local brands, but whether we should first consider the localization of local brands. First of all, we need to introduce a few Chinese brands that can compete with international famous brands in China. This is the first important thing. If we can not compete with international brands at home, then we can compete with them in the international market. This is very important. So I think the internationalization of China's clothing brand is first of all to compete in the domestic market, and it is impossible for us to drive international famous brands out of China. We can not call on the whole people not to buy LV, but we can build a brand like them and compete with them. This is our first and first consideration.

Two, scale and differentiation. As we call it scale, we know that scale has a certain economic increment. If we fail to achieve a certain amount of economic volume, this brand can not be called a strong brand. Therefore, in the grasp of differentiation and scale, we should base ourselves on the local community, first of all, look for differences with others, and then develop in personalization and differentiation. Another is to lock in the consumer groups and occupy the high-end market, so that the high-end consumers in China can get the psychological comfort of differentiation.

Three. Quality and design. Many advanced technologies in textile industry, very good innovative ideas and inventions have been inherited into the brand of clothing. We find that the value and potential value of many textile industries are not recognized downstream, which is a great waste. As quality design and inheritance, what can we do? So we launched the tag, the tag is to transmit the upstream technology and high-tech content to the downstream through the tag, and pass it on to the consumers. Therefore, tag is the beautiful coat of textile fabric, and the process of inheritance of high-grade cosmetics.

Four, capital disputes. Brand is value chain, brand is international Cooperation, brand or capital support. In the final analysis, brand economy is the competition of value chain, and also the competition of supply chain. It needs strong capital. I believe that in the next 30 years, China's central government will take various measures to vigorously support the development of Chinese brands. Our China Textile Industry Federation has also set up a brand leadership group, which is headed by sun, in order to study and formulate policies that the government supports the fashion brands to go out and support the growth and development of Chinese brands. {page_break}

With that in mind, we are back to international mergers and acquisitions. I want to talk about three points. First, what is the M & A, the Chinese say that I do not buy it, I develop it myself and develop it by myself. Practice proves it is very difficult. China's clothing brand is very difficult to go to the international market. Many companies try to advertise abroad, and use traditional Chinese thinking mode to enter the international market. But in recent years, there are many successful mergers and acquisitions, including international sales channels, design teams and quality management. Therefore, the internationalization of Chinese brands must be combined with these elements of international brands. Two, M & A is an international common economic means, full of opportunities and challenges. Many mergers and acquisitions are also failures, and cases are common. Therefore, the Chinese clothing brand should be treated correctly in the process of international mergers and acquisitions. Meanwhile, we also see that we have great opportunities. China has a large amount of foreign exchange reserves. The central government also supports Chinese enterprises to go out, merge and restructure international brand enterprises, and carry out strategic cooperation in brand. At the same time, we are also pleased to see that the garment industry (cluster) represented by the implementation of Humen and Quanzhou has been emerging. These industries (clusters) are developing to the present stage and want to further develop. In the process of transformation and upgrading, there is an unavoidable problem of regional brand building. For Humen, the next step is how to build Humen into an international clothing brand (cluster), which is the core of brand strategy development in Humen.

We are here today to hold such a seminar. scale Very small, but the experts and business representatives come from a very high level. Today we will introduce 20 international brands recommended by the United States, and also let China, Humen and other clothing brands understand the US brand. Then we will find partners and seek international partners through three representatives of the United States to lay a solid foundation for further cooperation. Therefore, the localization of international brands is developing rapidly. We must meet the wave of internationalization of local brands. We still see that the internationalization of local brands is an arduous task. We hope that the Party committee of the Humen town Party committee, under the cooperation of the Chinese Textile Industry Federation, can explore the road of internationalization of local brands and establish a model for other industries (clusters), which I call Humen development mode. Finally, I wish this seminar a great success. Thank you.