What Are The Shortcomings Of The Internationalization Of China'S Clothing Brand?

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Through the "Ming Dao excellent art dialogue on the internationalization of Chinese clothing brands" forum, Yang Herong, chairman of Zhejiang zhe Holdings Group, Ray Tibor, vice president of Fashion Fashion Co., Ltd. Lu Shan, chief executive officer of Beijing partrand children Clothing Co., Ltd., Shenzhen's Carle Denton dress Limited by Share Ltd assistant Manager Liu Dan, and other guests in the context of internationalization, elaborated their view of the internationalization of local brands.

Yang Herong: the design style of GXG brand originated from France. As a brand with only 4 years of history, in 2011, GXG brand stores reached more than 1000, with sales of nearly 3 billion 500 million yuan, and the amount of money back to 1 billion 500 million yuan. From the international point of view, we haven't really come to internationalize now. We just borrowed from the international design concept, the operation methods of successful international brands, and pplanted to China with IT technology. Finally, whether it is successful or not, it's too early to talk about it.

Luo Jie fan: regarding internationalization this proposition, I think Chinese clothing is "is internationalized".

At present, internationalization is not that you want to go out or do not go out to get back to the local market.

In fact, internationalization has emerged at home.

If an enterprise can not be prepared and recognize the situation, then he may be faced with being eliminated.

Therefore, internationalization is not only for us to go out, but to prepare ourselves at home.

Going out is a very backward step. First, we must do well in the internationalization of management and the internationalization of supply chain.

In the past few years, Parker lane has been a foundry for Japanese companies, but in the past two years, two well-known Japanese traders have been doing OEM for us. This not only happens in the sales field, but also happens in the management field and the supply chain.

What do we want to do? I think there are 4 kinds, one is China's China, the other is International International; one is international China; the other is China's international.

This is the multiple-choice question placed before the enterprise. So this year we are heading for one direction: internationalization of management; the two is the introduction of international designers by teams, and the three is trying to go out.

After several years of efforts, we have customers in some emerging countries, and not only do processing, but export in the form of brand and specialty stores, although the amount is small, it is worth trying.

Lushan: under the background of the European debt crisis, the international brand will definitely sink the channel next time. Now the major international brands also focus on China's second tier cities, but the three or four tier cities have become their next target.

Ray Tibor's decision making team realized the possibility a few years ago, so the company moved from Guangzhou to Sichuan.

5 years ago, when the company decided to take part in the PITTI menswear exhibition in Italy, we did not dare to show that we were Chinese enterprises.

After years of competing with others at the door of others, we really know the difference and shatter the old pride. From that day on, we know how to "go out" and "please come in".

Another point is that Chinese enterprises must unite and unite to fight against international brands. If they are not united now, there will be no chance to unite.

Liu Dan: To sum up the development of the brand in the past 20 years, we have a refiner called "four modernizations", one is the universalization of brand values, the other is the leading quality of products, three is the internationalization of brand operation, and the four is the globalization of industrial chain construction.

We have summed up the four modernizations at the present stage. The most important ones are two aspects. First, we advocate the universalism of brand values. International brands pay special attention to brand connotation and culture in the development, and I think the most important thing is the brand core, which emphasizes the values that can be accepted by all people, such as love, self-confidence, courage and challenge spirit.

In addition to the insight into the human nature of consumers, there is another aspect of universalism, which is the basic business principles of partners, such as respect and win-win.

Without strong alliances, there will be no strong brands. In the future, we will run through this basic business principle.

If we overtake the upstream, we will also have adverse effects on downstream partners and consumers, and even form a vicious circle of the entire industrial chain.

What are the weaknesses of China's clothing brand internationalization?

Liu Dan: I think short boards are still at the conceptual level. For example, we are too much in pursuit of scale and quantity, which brings about the low level of industrial manufacturing, and the neglect of technical standards, especially the reasonable demand for consumers.

In addition, the problem of talent must be solved. Whether it is creative, design, marketing personnel or business management personnel, we need a lot of efforts to develop the culture and international market, talents and teams.

As for the training of talents, it is also necessary for the training party to continue to renew their ideas and enterprises to intensify their efforts to fill up this short board.

Luo Jie fan: I think the first is homogenization, China's clothing homogenization is a very big problem.

We started making clothes in 1995. When we first started, we felt that our product design was still very unique. But as time went on, the labels were removed from the market, and I could hardly see whose brand was it.

But international brands have their own unique, distinctive style.

What are the styles of our Chinese brands? We are always courting the market, pleasing consumers, pursuing sales scale and market share. At the same time, we lose the uniqueness and diversity of the brand.

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How to establish an international survival mode suited to its own development?

Yang Herong: I think the clothing brand must have a cultural concept. There are obstacles to the internationalization of local brands. The first obstacle is our national strength and culture.

Chinese enterprises pre - Launch luxury goods, and its cultural accumulation and integrity are still lacking.

In brand positioning, we choose to do fast fashion, because for fast fashion products, brand culture does not have a deep impact on its development.

The reason why GXG is targeted at consumers aged 18 to ~35 is due to the fact that consumers of this age group feel good about fashion, while traditional culture has a relatively weak impact on them.

When they see good products and the right price, they can touch their hearts.

GXG is a brand with French gene. It adopts the development curve of internationalization first and then landing to China.

After going through this tortuous road, I still need to take an international route to reflect, but the market of this route is Hongkong and Korea.

Lushan: now consumers like Italy, Switzerland and Germany are not going to be so popular as Chinese consumers.

At present, the most popular brands in Italy market have not entered China, which reflects a phenomenon that small brands can survive in Europe's fashion heart area.

To survive, a brand must have a basic way to survive, and can not compete with others' strengths.

According to our research, the brand that can survive in Europe is first of all to have unique design ability.

At present, the company hired by the designer from the mainland of Italy, the product he designed to be able to get the European consumer's fashion identification.

Besides, the category we choose to enter the European market is more expensive, such as fur products.

We are not selling cheap products in Europe. Prices can be similar to those of other European brands. But what we do is something that Europeans seldom do, or something that we are strong in, such as knitted products and fur coats. This is also the reason why Ray Tibor continues to develop in the European market and has more and more customers.

Internationalization in their eyes

Yang Herong: internationalization is the opening of our Chinese enterprises to the world.

Liu Dan: in the process of operation, Chinese enterprises show more traditional Chinese spirit and make the world brand to express the origin of human nature upward and good.

Luo Jie fan: internationalization is not only going out or coming in, but from management, from supply and from inner to real internationalization, we need to be China's international rather than international China.

Lushan: there is a saying that "2012 is the new start, the Mayan calendar."

I believe that from 2012, there will be no distinction between internationalization and Sinicization, because Chinese brands have already begun to internationalize.