Gorgeous Turn Of Chinese Fir Clothing: Global Brand Integrated Operators

If it is not mistaken, on 2005, China International Clothing and Accessories Fair (CHIC),

Also in 2005, Zheng Yonggang, the leader of Shan Shan, won the "China clothing brand planning Award" and "China clothing brand Achievement Award" from the "2003~2004 China clothing annual awards" awards ceremony, becoming the best footnote for the operation of the clothing industry of Shanshan.

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Go all the way! The flowers and applause that have been exchanged for efforts and efforts are truly worth remembering forever.

But more importantly, "no bow at all," and the strategy of "multi brand and internationalization", which was first locked by Shanshan, with the development of domestic economy and social progress, in addition to constantly advancing, choosing the right time to upgrade strategy and giving it a more profound explanation, Shan Shan has no choice.

And this has become the most important purpose for the Shanshan to gather more of its brands to land CHIC2012.

Strategic upgrading of "multi brand and internationalization"

According to Li Qiming, vice president of Shanshan Limited by Share Ltd, Ningbo, since the era of "Shanshan Museum" in 2005~2007, until last year, Shan Shan has participated in the CHIC exhibition in the form of a single brand.

Of course, there are some reasons for such a move. The clothing originated fir, which has diversified development strategy in the fields of science and technology, investment and so on, has been criticized by the outside world for "deviating from the main industry" for many years.

But in fact, the high level of Shan Shan did not neglect the development of the clothing industry, but rather wanted to create better local original brands and develop better international brands.

Perhaps, many years ago, Zheng Yonggang's true feelings showed that Shan Shan loved the clothing industry. "In my mind, clothing is the core industry, and technology and investment are two wings."

I have the deepest feelings for clothes. I am an investment decision maker in other industries.

In other industries, clothes are the fastest and most expensive, but they just smile. "

The expression of this original intention is obviously inseparable from the CHIC stage.

This time, "shantu never" has brought its 10 most important brands to the CHIC exhibition site. Its theme is "integration of multiculturalism and global fashion".

Once again, a series of appearances, Shan Shan wants to convey to the outside world such an important message that Shanshan's "multi brand and internationalization" strategy should begin to enter the upgrading stage.

As early as 1998, Shan Shan began to implement "multi brand".

Even so, Shan Shan still said humbly that since the 1998 "Shanshan" announced the strategy of "multi brand and internationalization", the first stage of the past has been learning and integrating the operation experience of international brand and the rules of international fashion business, and trying to be close to internationalization.

Now, after more than 10 years of accumulation, the primary stage of the "multi brand and internationalization" strategy of Shanshan has basically been completed. Meanwhile, with the rapid development of China's economy and the upgrading of the consumer market, the strategy of Shanshan should be pferred to a more advanced stage.

In this regard, Li Qiming disclosed to reporters that Shan Shan's strategic upgrading plan in three aspects of the clothing section.

One is to start the peak strategy.

That is to say, Shanshan should be more high-end in the commercialization and seek the cooperation opportunities of top brands worldwide.

Through in-depth cooperation with the world's top brands, we will enhance the influence of Shan Shan's clothing brand as a whole and set up the benchmarking position of fir in the high-end fashion business circle.

Although there are now some luxury brands like Smalto, which retain advanced order series, there are still obvious disadvantages in terms of commercialization compared with our familiar international brands.

The two is the strategy of scale development.

Shanshan will focus on the positioning and target consumer groups of the existing brands and make the market stronger and bigger. Meanwhile, it will continue to introduce international brands with large-scale development potential, extend the product line to the fields of fashion, leisure, women's wear, children's wear, and carry out scientific planning, and establish a complete and healthy brand echelon. The multi brand echelon will go through the "pilot stage" and make the market scale in the respective market segments to maximize the brand value.

Shan Shan has to change the current situation of some high-end brands, with only a few dozen stores, and strive to reach at least one hundred scale and promote the large-scale development of the brand.

The three is to upgrade channels.

In addition to cooperation with Itochu, Oteri J's operation is a typical example of the upgrading of Shanshan plan channel.

In September 23, 2011, Shanshan has opened the first "ole" store in Ningbo, with a scale of more than 20 thousand square meters, and now more than 120 brands have been established.

It is understood that "ole" is the result of cooperation between Shanshan and Japan's Mitsui realty.

"Mitsui" is Japan's largest operator of orlies, operates the Japanese 1/3 domestic "ole" shop, the world's top 500 enterprises.

Shan Shan hopes that in the next 5~10 years, the 15-~20 family "ole" store will be arranged nationwide.

At the same time, Sugi Sugiya hopes to cooperate with the excellent operators of America, Europe and other commercial real estate to further optimize.

It seems that the "multi brand, internationalization" of Shanshan has entered a higher level of implementation stage. The height, breadth and depth of Shanshan are the efforts of the future.

With the help of "multi brand and internationalized" cooperation platform, Shanshan will take root in the mainland, deploy industrial resources worldwide, integrate brand, industry, capital and human power, and strive to become the first partner of international brand to expand the Chinese market. This is the first step in the global garment industry.

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Be a global brand integrated operator

Now open the official website of Shan Shan, the words "Shanshan and China business" on the green screen are coming into view.

It is not difficult to guess that Shanshan is committed to the grand industrial ideal of a comprehensive business with Chinese characteristics.

In fact, as early as 2009, Shanshan Group Co., Ltd. signed a comprehensive strategic cooperation agreement with Itochu Commercial Co., Ltd., sharing the resources advantages of Itochu for 100 years, configuring global resources and integrating industries.

As a result, the ideal of constructing a Chinese type "comprehensive business community" has surfaced.

In September last year, Shanshan enterprise issued a new standard and put forward a strategic plan to build a "China business community".

The new standard of Chinese fir enterprise is to maintain the original shape of cedar, and the overall image of 3D is more solid and full.

The combination of the human form is the spirit of the Shan Shan brand. Each individual is together, symbiotic and win-win, and luxuriant and luxuriant, forming a powerful joint force for continuous growth. The visual experience of the wood shows the ambition of the Shan Shan, confident and flexible, steady and unyielding. The sublimation of the original blue green tone shows the everlasting vitality and sense of responsibility of Shan Shan.

Over the years, Shanshan has constantly grasped the new trend of market development and constantly explored the sustainable development mode, so as to realize the pformation from "Chinese Fir" to "the world's Fir", and from the pformation and upgrading of traditional enterprises to the comprehensive business community, hoping to be an "integrated business community with Chinese characteristics".

The replacement is just the first step in the long march of the new brand strategy of Shanshan.

Today, the development path of Shanshan's "China business community" is beginning to outline, including cooperation with Mitsui. The clothing, lithium battery and investment business of Shanshan have been fully blooming, and they are getting closer and closer to the "Chinese business community".

But more importantly, for the main business clothing, Shan Shan has not been selling clothes or clothing for survival and development at the beginning, but by investing and capital movement as the main body, taking advantage of the advantages of international resources in the form of originality, joint venture, agency and authorization, and operates a complete brand echelon in the Chinese market, so as to realize the magnificent turn to "global brand integrated carrier".

Since 2000, Shanshan has been working closely with international brands, using the brand and design of the other side, using the low cost, excellent production advantages and excellent market development ability of Shanshan to introduce international brands such as MarcoAzalli, Sasch, Renoma, Munsingwear, LeCoqSportif, Smalto, Luniam and so on. Its "multi brand and internationalization" strategy has entered into the fast lane.

At present, there are a total of 22 kinds of clothing brands.

It is understood that every brand of Shan Shan has a special operation team responsible for stripping the production link.

In 2006, "Ningbo Shanshan Fashion Industrial Park" was completed.

Subsequently, MarcoAzalli, LeCoqSportif and other international brands controlled by Shanshan company entered into the huge Chinese market together with its own brand "Shanshan suit" and "S2-city life".

It is not difficult to see that many initiatives of Shanshan are showing their role pformation -- controlling a number of international clothing brands through "capital" mode, while cultivating and strengthening their own brand building, and the two complement each other and turn into "global brand synthesis".

For brand operation, there are agency, authorization, joint venture and other modes of operation of Shanshan.

In this regard, Shan Shan's consideration is to realize the large-scale operation of international brands in China, and make it the first choice for international brands to enter the Chinese market with a skilful brand operation mode and experience.

At the same time, Shan Shan will also nurture its international brand operation experience and continue to cultivate its own original brand.

For example, "S2-CITYLIFE", as the absolute original brand of Shan Shan, has joined more internationalized factors in its design, management and market operation. It hopes to create a more internationalized fashion brand besides the core brand "Shanshan suit".

After all, "middle school is the body, Western learning is the use".

In the global apparel industry value chain, China's garment industry can only truly gain the right to speak and decide if it has original brand with international influence.

At this level, Shan Shan is only one step ahead, integrating brand resources globally, and making use of China's huge market to rebuild the position of domestic garment enterprises in the global value chain.

And all the plans, all the ideals, will become a "global brand integrated carrier".

It is worth mentioning that when Shanshan and the world's more than more than 150 brands of operation rights "Itochu" to achieve a strategic joint venture, and Italy, France, Japan, South Korea and other international fashion industry group formed a deeper friendship and cooperation, and "Mitsui" cooperation in the development and operation of the outlets project, we know that Shanshan "global brand integrated carrier" dream has a more realistic basis for support.

Just for this point, giving the fir more applause, what is wrong with it?