Advantages And Disadvantages Of International Clothing Brand Agency

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.

Then, what will be the impact of large-scale selection of international brand agents on the development of Chinese local brands?

"If you are not strong enough to challenge your opponent, learn from your opponent."

This is an international brand of China.

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 Shenzhen Keyser company has already gained a high reputation in China. In recent years, it has launched the "Joc&Jllies" brand of Korean style. The design and design of the brand is 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 preference.

In addition to simply acting as an international brand, some clothing brands have begun to deepen cooperation with international brands in depth and breadth, forming interest communities.

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

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As we all know, after China's accession to the WTO, it is further connected with the international market. As the largest market in the world, China has become the world.

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 foreign brands and share risks with franchisees.

The operation path of 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 international brands has not affected them.

We must be aware of the "mindset" mentality of Chinese shopping malls and consumers, which 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, looking at the clothing area, we can hardly find any Chinese in other places except that the logo is Chinese.

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, Shanshan, ARNOLDPALMER, NATURALLY, JOJOJO, PhD, passers-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 a population of L3 billion 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, VERAWANG, VIVIANTAM, 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.