There Are Four Obstacles To The Internationalization Of China'S Clothing Brand.

Just as Li Ning Co executives have left the nest and their international path has been closely watched, PEAK stores in Losangeles, the largest shopping mall in the United States, officially launched in December 15, 2011. Nearly 300 square meters of stores announced a formal step towards PEAK's internationalization.

In fact, in the past 2011, PEAK was considered to be a very important year in the process of internationalization. In February 17, 2011, a subsidiary was established in Losangeles, USA. At the end of the year, flagship store officially started trial operation.

In addition to Lining and PEAK, there are other Chinese clothing brands that announce the internationalization strategy. Is the internationalization road a smooth road or bumpy? Yang Dayun, chief consultant of Beijing consulting company of the United times, thinks that it is time to take a variety of factors into consideration. "Is it time for Chinese brands to really internationalize?" I don't think we can use "time" to measure that we have many companies going abroad to make fashion shows and go abroad to advertise. I do not think this will be accepted by Westerners. We should first establish strong brands and build business empire.

Brand pfer requires founder DNA precipitation.

Yang Dayun believes that Lining is the typical Chinese clothing brand internationalization. "Li Ning Co's biggest problem is high-speed development. At the same time, Lining, as the founder of DNA, has not been precipitated and has begun to be marginalized."

"As we all know, Li Ning Co is not in good condition."

"In 2011, 1~10 fell by 23% compared with net profit in 2010," Yang said.

Yang Dayun thinks, "all sports products have problems, what is the problem? Lining brand is destined to be local, representing the local values, but Lining began to internationalize in 2003.

Internationalization, you are the beneficiary, and also the victim, because you can not change your origin, its advertising, brand packaging, packaging your brand value and culture with foreign brands, imitating Nike and Adi, and marginalization of Lining's own value.

Yang Dayun believes that clothing must remember one thing, that is, the founder of the brand DNA, when the founder did not precipitate in the brand, the brand did not have the possibility of inheritance.

Dior and Chanel can inherit for more than 100 years without the DNA of their brand.

Brand is a clear positioning, tell consumers who you are, lock the target market, can not be swayed in the middle.

"In 2003, Lining sold all the distribution channels to the distributors. The result of the sale was Lining's former dealer making Lining's brand" one to one ". I only made your brand, and other brands didn't do it. Later Lining sold the brand and became a" one to many "brand.

So it's hard for Lining to want to be alone.

So when Lining is confronted with market difficulties and wants all distributors to share his joys and sorrows with him, what do dealers think of me as a proxy brand?

Four obstacles to internationalization

Bian Xiangyang, a doctoral supervisor at Donghua University, believes that the internationalization of Chinese clothing brands is a natural demand for the rapid growth of China's national strength. But personally, I think there are four obstacles in the process of internationalization of Chinese clothing brands, one is the historical and cultural barriers, and we can solve them through cultural identification and cultural superiority.

The two is the obstacle of art design. For Chinese brand, how to make the design more stylized and objectified.

The three is the obstacle to economic operation. The key lies in the systematization and specialization of operation.

Four is the concept of talent barriers, how to make their ideas more international, while adhering to the characteristics of China to organize a good team of personnel, it becomes a very critical issue.

From a cultural perspective, Bian Xiangyang believes that "in current China, it is a cultural characteristic of internationalization and pluralism.

Under such a special cultural background, of course, we can accept internationalization, but we still have to aim at our own consumer segmentation, and under the background of more and more extensive flattening, how to design personalized and characteristic design for your consumers.

In addition, we need to design brand equity quickly.

There is also a gap between the economic mode and the operational capability. The 30 years of China's garment industry are 30 years of continuously introducing all kinds of foreign most advanced concepts of economy and business mode.

The concept is good, but you have to do it, the gap between concept and ability is a very serious reality.

In this process, we should pay attention to whether consumers are creating desires or appetites, which is related to whether a brand of Chinese clothing enterprises can go to the high end in the international industrial chain and value chain.

The second is the effective attention to consumers. Many of our clothing brands do not know what kind of clothing they are targeting, and what kind of things they want to sell to others.

There is also the pformation of concepts and talent accumulation, which is difficult for our apparel industry.

Chinese brand is forced to internationalize

For internationalization, each garment enterprise has its own path, but also has its own different understanding.

Yang Herong, chairman of Zhejiang zhe Holdings Group, believes that "from the international point of view, we are not really internationalized now. We just borrowed the international design concepts and the successful international brand operation mode, combined with IT technology to copy this thing to China, but it is hard to say whether it will be successful in the end." what is the real internationalization? Yang Herong thinks that "opening our Chinese enterprises to the world is internationalized".

Liu Dan, assistant general manager of Shenzhen's Limited by Share Ltd in the 3 years to 5 years in the capital market, said: "the internationalization of" card Dun ton "is called hierarchy theory, one is stage theory.

Hierarchy theory is from methods, management and operation, to values, spirit and culture.

The stage theory is exactly the management, the operation, the market and the sales, and then the culture and the region.

At different stages and different levels, locate where or where internationalization is going.

In the process of concrete operation, we should try our best to learn from the current operation methods, design concepts and IT technologies that are well done in international brands or in the global market, integrate global quality resources to make products and serve customers.

The most important part of the world's most important market is in China.

For the concept of internationalization, Liu Dan believes that "Chinese enterprises are going to show the spirit of Chinese traditional excellence in the course of their operation, make the world's brand, and express the good and upward roots of human nature".

"I always think we are internationalized because the current situation is not that you want to go out or do not want to go out. In fact, the international competition has been launched in your home, even in every shopping mall, every store and every community," said Luo Jie, vice president of Beijing Parker Blue Limited.

In this case, if the enterprise is not prepared, it can not recognize the situation, and it will be eliminated.

The real internationalization is not to say that we should go out, but that we should first do our business well and do our own things well in the mainland.

Internationalization is not just going out or coming in, but from the real internationalization of management and supply from the inside, we need to be China's international rather than international China. "

Ray Tibor, vice president of Fashion Fashion Co., Ltd., Lu Shan, said: "many international brands will sink in the context of the European debt crisis. Now in China's first and second tier cities, it is likely to go to the three or four tier cities, so internationalization is not a problem we want to internationalize. This war will really hit our doorstep, and whether we are competitive on that day is a very big problem."

For internationalization, Lushan thinks, "the brand with its own unique style will become stronger and stronger, so internationalization is not what we are going to do, but how we do it."

I believe there will be no distinction between China and the international community in 2012 because China is originally internationalized.