China's Clothing Industry: National Brands Adhere To The International Dream

Quanzhou, the birthplace of China's clothing industry, has witnessed the development of too many sportswear enterprises from the original small family workshops to today's famous enterprises. Anta XTEP, PEAK and 361 degrees, these household brand names have moved from Quanzhou to the whole country. However, as the internationalization process is accelerating, China's local enterprises are also thinking about how to advance into the world and rush into the international line in the face of Nike and Adidas.

In fact, the dream of Chinese sports brand attacking international frontline has never stopped. Take PEAK as an example, as early as in 2003, PEAK was willing to become a CBA strategic partner, locking basketball strategic marketing. In 2005, "China PEAK" appeared in the NBA arena, and signed the Houston Rockets star Sean Battier as spokesperson, becoming the first Chinese sports brand to enter the NBA arena. In 2007, PEAK formed an official market partnership with NBA. A few days ago, PEAK successfully signed the heat and opened two global flagship stores in Hollywood. In recent years, PEAK has accelerated its internationalization strategy and has established more than 200 sales outlets worldwide. It has registered trademarks in more than 160 countries and regions such as the United States. PEAK CEO Xu Zhihua claims that by 2015, PEAK's overseas sales will account for 50% of its total sales and will be on an equal footing with domestic sales.

In Xu Zhihua's view, the company is sticking to the two or three line of China. market At the same time, efforts have been made to develop the international path and to boost sales in the Chinese market by enhancing international influence. Xu Zhihua believes that, like the development of enterprises to a certain stage, we must rush out of Quanzhou and go all the way to the country. Taking the road of internationalization is the only way for sports brand, otherwise it will be lost by rival PK.

The key Road Sports Consulting Co., Ltd. CEO Zhang Qing also holds the same view. He told reporters that sports is global, and even if the Chinese market is in the mainland, product development and management must also be internationalized. consumption People who accept the impact of global information must look at sports brands from a global perspective. But enterprises must first be rooted in the local market. The Chinese market has enough potential and space to support the growth of Chinese enterprises. With the continuous development of China's sports, the enhancement of China's soft power and the enhancement of internationalization, enterprises will gradually enter the international market.

China's sportswear brand is in the forefront of the international market. It also needs a long look and a more determined pace.