Clothing Brand: International Survival Roadmap

In February 17, 2012,

This is China.

Harold did not include Bosideng in his "little knowledge".

Back in September 2008,

In June 2011, Bosideng spent 20 million 50 thousand pounds on the property of Oxford street near the west end shopping centre, as a group's down and men's flagship store and European headquarters, an important move for the group to expand the British market.

However, unlike Bosteng men's direct way of opening flagship stores overseas, more clothing enterprises are practicing their internationalization through overseas acquisitions, international brands and overseas talents.

In 2008, YOUNGOR completed the merger and acquisition of the new Malaysia clothing group, the core business department of the famous clothing company Kellwood (KWD), which is the first overseas merger and acquisition of Chinese garment enterprises. In 2010, Shandong Ruyi group bought the Renown company, the largest garment operator in Japan.

For many years, Shanshan has been committed to acting as an international high-end brand. Today, the international brand of Shanshan has already reached more than 30, and its operating income exceeds that of its own clothing business.

Last year, Shanshan and Japan Mitsui Group entered into commercial real estate and opened Mitsui orlies.

Among them, last year, a symbol event of men's clothing market was the acquisition of Hangzhou Kenna by seven wolves.

After buying Kenna Hangzhou, the seven wolves won the agency business of Connally (Canali) and Versace collection (Versace) in mainland China.

The addition of seven wolves can enhance Hangzhou Kenna's voice and attractiveness in the agency of international brands.

"Acquisition of Hangzhou Kenna is of great significance. First, strengthen international brand cooperation; two, seven wolves create international luxury brands to enter the Chinese market agent platform, and the three is to offer seven wolves brand access to the international arena to provide opportunities for communication."

Zhou Shaoxiong said, "through the cooperation with international brands such as Canali, we can promote the internationalization process of the seven wolves brand, and better integrate the international and create fashion."

Zhou Shaoxiong said that after the acquisition of Hangzhou Kenna, through participation in international well-known brand operation, absorb the international famous brand's advanced experience in product design, organization order, terminal management and so on, improve the overall management level of the seven wolves.

In fact, just in the past 2011, more active and active pursuit of internationalization has become the biggest highlight of garment enterprises going out in 2011.

Driven by the dominant enterprises in the industry, more and more brand enterprises begin to seek to go abroad and participate in the process of internationalization.

Internationalization at home

The international market is not the key point to be considered in the last year.

Lin Congying, chairman of the nine Mu Wang, said: "in the medium term of three to five years, we will concentrate our efforts on the domestic market.

The density of "nine Mu Wang" in the two or three tier cities is far from enough, and there is still plenty of market space to manage well.

"Rely on the broad market and win win channels to achieve the rise of the mainland, and gradually form their core competitiveness with the international brands and wolves dancing. This is the road map for the internationalization of Chinese clothing brands."

In a high-end forum called "dialogue 2011 China's clothing brand internationalization", Fan Jun, Secretary General of the China general merchandise business association, said so.

In fact, under the background of the continuous warming of domestic market demand, the top 20 apparel brands in the world have all landed in the Chinese market. The competition of clothing brands at home and abroad has been launched in China, and the Chinese market is becoming the base for creating global winners.

With the rise of the emerging market, some people have suggested that "the war at home is the war of globalization, winning the victory at home, and in a sense it has won the victory of globalization".

"China is the largest clothing market, and is a must for globalization.

Therefore, to open up the international market, we must do well in the domestic base areas. "

Bosideng chairman Gao Dekang said.

It is precisely because of this concept that Bosideng international wholly-owned Bosteng men's business will continue to enter the British market while Bosteng men's clothing will consolidate the domestic market as the first step in the international strategy, focus on the development of domestic and second tier cities, and build Bosteng men's grade life Museum in key cities.

Beijing's Parker blue children's Clothing Co., Ltd. chief operating officer Luo Jie fan also think so, he said, "at present, internationalization is not you want to go out or do not go out will be able to retract 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.

Some industry analysts believe that for Chinese clothing brands, the problem now is not that wolves are coming, but that wolves have arrived.

No matter how, Chinese clothing has been participating in international competition in an open Chinese market. This is an indisputable fact.

But this is not a bad thing.

Chen Dapeng, executive vice president of the China Apparel Association, believes that from the perspective of the development history of China's garment industry, it is precisely because we have seized the development opportunities of the global textile and garment industry to participate in international competition, and have integrated our industry into the global trading system. We have learned advanced technology, management and marketing concepts, including our brand concept, and so on, thus promoting the continuous development and expansion of the entire Chinese garment industry in international and domestic competition.

In this sense, internationalization is an important driving force for the development of China's garment industry.

In fact, over the past 30 years since reform and opening up, China has gradually built the world's largest garment industry system.

At present, the output of Chinese clothing accounts for 1/4 of the world's total, and garment exports account for 1/3 of the world's clothing trade. The textile and garment industry has become the most competitive industry in China.

However, the clothing industry in China has not yet been able to produce a global leading brand influence, a global leader in the global market.

Nowadays, with the gradual opening of the domestic market, under the premise of a large number of foreign brands entering, developing under pressure, and learning and progress in competition have become the main colors of Chinese clothing, especially the development of Chinese men's wear brands.

If winter comes, can spring be far behind? We look forward to that day.