Is International Brand Agency An Example Or An Obstacle?

China should have its own international clothing brand.

If we follow the development strategy of follow up and follow up in the future, we will never get rid of the hat of "migrant workers".

There is no doubt that China has become the largest producer and exporter of textile and clothing in the world. What is urgently needed is a group of brands that can be heard internationally.

This "brand" road has been going on for a long time and is not easy. Not only international brands have been aggressively occupied by China after joining the WT0, but they occupy a large share of the market. More Chinese clothing enterprises can not afford to go through various difficulties in the process of creating their own brands, and it seems much easier to choose international brands.

This is mainly because garment export processing enterprises do OEM production, gross margins are basically less than 10%, and profit margins are very small.

In addition, the franchisee can only take the money to pick up the goods. The risk of operation is very small, and it can also make use of the famous brand effect to open the market easier.

As a result, there are some "hot brands of foreign brands" in some parts of China, and even a lot of brand enterprises have abandoned the hard-earned private brand and become the general agent of the international brand in China. Some smaller clothing manufacturers directly registered abroad as the brand of their agents.

Even some good and well known local brands, such as news bird, Parker and so on, are actively seeking or have already represented international brands.

So what's the impact of large-scale selection of international brand agents on the development of Chinese local brands? If it is not enough to challenge, learn from your opponent, "if you are not able to challenge your opponent, learn from your opponent."

This is what an international brand Chinese agent said.

As early as 1998, when international brands coveted the Chinese market, he gave up the two trademarks he had owned and chose the international brand.

He said, "I want Chinese people to enjoy these international brands and learn to enjoy their management."

Zheng Yonggang, chairman of the board of directors of Shanshan (Holdings), also pointed out that Chinese enterprises should accept foreign brands and localize their foreign brands so as to enhance their ability to operate their international brands.

To do this, the best way is to cooperate with foreign companies and international brands, and learn from others' design ideas in the process of cooperation, so as to accumulate experience for the growth of local brands.

Of course, cooperation with international brands is to make money.

Zheng Xueming, President of Shanshan Group, which hosts the operation of "multi brand internationalization", makes no exception to this: "now is a globalized era. Many international brands want to enter the Chinese market, but they do not understand the Chinese market."

He said, "brand advantages and advanced management and design concepts of foreign brands are just combined with the low cost and sales channels of Chinese enterprises. Cooperation with them is a win-win strategy."

It is understood that at present, there are more than 1200 clothing brands in Shenzhen. In the face of increasingly fierce competition, many clothing "old" brands have adopted new development strategies.

Like the "movie", "Song Li Si", "man Ya", "Hua Si" and other clothing brands that have been developing in Shenzhen for many years, they began to "brand" on the international brand, and reshape their brand image and raise their social status.

For example, the original "man Ya" brand of Keyser company in Shenzhen has already gained a high reputation in China. In recent years, it has launched the "Joc&Jllies" Korean style brand. The design and design of the brand have been completed in South Korea. The two Korean designers stationed in Shenzhen are helping the Shenzhen Keyser company to reintegrate the design according to the human body shape, consumption ability and color preferences.

In addition to the simple agency of international brands, some clothing brands have begun to deepen the depth and breadth of cooperation with international brands and form a community of interests.

This cooperation led to the upgrading of the design level of Shenzhen garment enterprises and the internationalization of brand image.

Are we being used by international brands? As we all know, after China's entry into the WTO, it is further connected with the international market. As the largest market in the world, China has become the first battle spot of the world clothing brand.

Chinese brands, which have just gone through more than ten years of brand development, have been in positive contact with the international brands with decades and hundreds of years of history in the shopping malls and street shops of China's second tier cities.

In actual combat, Chinese enterprises are more and more aware of the importance of brand culture and brand operation.

In the process of international brands' rush to China, international brands are facing the problems of access, localization, talent and intellectual property. Any one problem that has not been dealt with is enough to defeat a top brand.

So, naturally, international brands began to look for Chinese local enterprises to act as agents, while Chinese enterprises hoped to improve themselves through international efforts.

In the process, it is hard to say that the international brand has made full use of domestic enterprises to earn enough money and occupy the market, or we have made use of the international brand to complete "learning" and mastering experience.

A few years ago, when the double squeeze of high cost and low price made the profit of OEM and China's silk and silk textile enterprises becoming thin and thin, and entering the state of running profit and earning a little profit, two different views emerged in the face of the price dilemma.

One side believes that at present, foreign circulation enterprises earn 80% profits (of which only 30% of brand operation fees), if creating their own well-known brands, it will help to increase the added value of products and increase profit margins.

The other side believes that the risk of self created brand is too great. If the market does not buy it, it is likely that tens of millions of investment will become a stock.

It is better to start with agent foreign brands and share business risks with franchisees, so as to understand the circulation path and the operation path of international famous brands.

The latter prevailed.

As a result, Han Po did not rush to cultivate brand names.

Because "market opportunity is not yet ripe, even if it is done now, it will be eliminated in less than 5 years.

Instead of taking risks by taking a detour, it is better to start with foreign brands and grow up in learning.

Zheng Xueming, President of Shanshan Group, who has worked hard for many years in the clothing industry, also firmly believes that "it is impossible to cooperate with international brands if we want to be an international brand."

Therefore, he stressed that learning from international brands and developing their own designers is an important purpose of cooperation between Shanshan Group and international brands.

"First look at how the designer of the house is designed, then communicate with them, work together and participate in the design. In this way, over 3 to 5 years, China's own designers are mature."

Acting as an international brand has not affected the development of its own brand, but has injected a strong booster to its development.

"Acting as an international brand, we have to pay 5% of the brand's royalty first, and the profit should be divided according to the investment proportion. The independent brand is the growth point of our interest."

It is clear that astute Chinese entrepreneurs have already seen this very clearly.

"Since the implementation of the strategy of" multi brand internationalization "in 2001, we have concentrated on the left hand in the last four or five years and vigorously developed the internationalization.

Learning from foreign brands is a long-term process. From brand design, brand control, brand publishing to daily operation and management, we have to learn too much, at least 3 to 5 years.

It is estimated that by 2007, we will shift our efforts to the right hand and increase the operation of our own brands.

At that time, after years of cultivation and competition, the independent brand had a certain foundation, then grafting the talents trained in the international brand and increasing investment. Success is a matter of course.

Zheng Xueming had a plan for this.

Shanshan has 3 independent brands of L. With its capital advantage and resource platform, Shanshan has become an incubator of its own clothing brand.

"Next, we plan to introduce international brands such as LAVEN, and learn from the operation experience of these international brands, and apply these experiences to enhance the brand value of the core brand of Chinese fir."

To open up the sky of independent brand, we must soberly see that the mindset of China's shopping malls and consumers' "Chongyang" has led some SMEs to blindly act as agents of international brands, and to a certain extent, restrict the development space of China's independent brands.

In the high-end shopping malls in Beijing, such as Yansha and Seth, look at the clothing area. Apart from the identification of the fitting room in Chinese, we can hardly find any Chinese anywhere else.

The whole shopping center is full of international brands, full of free and easy logo, and full of fashionable international models.

The survey shows that China's clothing OEM production accounted for 90%, with its own brand of clothing manufacturers accounted for only 10%.

China currently produces 3 pieces of clothing from all over the world, but 53.3% of consumers prefer foreign brands and only 16.7% of domestic brands.

According to a recent survey involving hundreds of thousands of Shanghai residents, the ten most popular clothing brands of Shanghai consumers are CAPTAINO, ELLE, PLAYBOY, Shan Shan, ARNOLD PALMER, NATURALLY, JOJOJO, doctor frog, passer by, Santa Fe and D &ROLAND, of which only 3 belong to pure internal quality.

This phenomenon has caused some small and medium-sized enterprises to scramble to represent international brands to meet the needs of domestic consumers. They are small in scale, lack of strong capital agents and strong brands, and some are even just registered abroad in brand names, design and so on.

As a big country with L 300 million population and 5000 years of civilization, China should have its own international clothing brand.

If we follow the strategy of follow up and follow up, we will never get rid of the "worker" hat.

Many people believe that there is no Chinese brand in the world, but this is not the case.

In the United States, there are 3 Chinese brands: ANNASUI, VERA WANG, VIVIAN TAM, Hongkong brand SHANGHAITANG and Taiwan brand have certain popularity in the world.

These are Chinese brands.

Shanghai designer Lu Kun's products can be sold in Europe, and his dress can be sold to 50000 yuan each.

It is just that Chinese local garment enterprises have missed opportunities again and again, for example, when the whole world is buying Tang costume, no one knows the brand of Tang costume.

A business executive will go to Spring Festival Gala every year, and buy Tang costume every year, but he doesn't know what brand of Tang costume is.

Perhaps too many companies are too smart to focus their attention and attention on the international brand, but we can not see our own advantages.

I don't know. Only when Chinese clothing brands can find agents in the world can we truly feel proud and proud.