Lining, PEAK, Dang Yang, The Difficult International Road For Chinese Garment Enterprises

At present, our country

Enterprises are still in the initial stage of "going global". We must imagine that CHANEL, GUCCI and other international brands will import technology, brand and culture into the world. Our clothing enterprises have a long way to go.

Many domestic brands have spared no effort in this road. The four international fashion week show shows their business in the most prosperous business circles overseas. They try to prove their existence on the international stage in their own different ways.

The "farewell" of the pioneers

All along, the pace of Chinese enterprises' overseas exploration has not stopped.

Companies are pioneers.

Two years ago, Li Ning Co opened a flagship store in the United States and opened it in the city of Nike headquarters.

But it was finally overburdened by internal and external troubles and was closed in February this year.

After that, Lining, the Spanish authorized dealer, went bankrupt. In early September, the Li Ning Co branch of Hongkong Tsim Sha Tsui branch was closed, and the branch was the only branch of Li Ning Co in Hongkong.

The repeated setbacks of Li Ning Co in overseas markets make it impossible to stop the strategy of shaping the international brand image.

Lining gave the corresponding explanation that it will focus on the domestic market in the future. For overseas markets, the company will explore in a way that is controllable in risk and controllable in cost.

The cost of bad stores and high inventories is the main reason for closing stores.

When the Li Ning Co semi annual report was released, Jin Zhenjun, executive vice president of the company, revealed that in order to save costs, Li Ning Co has closed 1200 stores in the first half of this year, and the proportion of Customs stores has reached 15%.

According to the insiders, according to the current situation of Li Ning Co, the mainland market is still busy, closing the Hongkong stores and shrinking the international market front.

Although it will affect the international image of Lining brand, from a practical perspective, it can reduce the bleeding point of the company.

When Hongkong stores opened in 2009, Zhang Zhiyong, who was then Li Ning Co CEO, regarded it as an international bridgehead, laying the groundwork for brand internationalization.

According to Zhang Zhiyong's plan at that time, by the year 2018, Lining will become one of the five major sports brands in the world.

But by 2011, the proportion of Li Ning Co's overseas revenue in total revenue was only 1.9%, which is far from the established plan.

With the bankruptcy of Spanish authorized dealers and the closure of Hongkong stores, the internationalization of Li Ning Co may not be achieved in the short term.

Followers

It seems that nothing can stop the determination of local brands to fight overseas markets.

Not long ago, during the London Olympics, Boston stood on the most expensive South Morton street in London as the first stop in developing overseas business.

Bosideng spent 300 million yuan to buy this 6 storey building permanent property rights, decoration costs 5 million pounds, these "feat" but caused public criticism.

CEO Xu Zhihua took the team to the United States in February this year. This trip is the ribbon cutting ceremony for PEAK's branch store in Hollywood.

At the end of last year, PEAK basketball theme store was opened in Losangeles. This is PEAK's second store in the United States, with an area of 2800 square feet.

Also on the international stage, the pformation from "made in China" to "created in China" will bring the independent brand and national creation to the international high-end stage.

At present, Da Yang creates the world's "tailor-made" high-end business as the killer brand of its own brand to overseas. In the United States, it already owns hundreds of TBYTRANDS suits, and more than 400 cooperative stores in European countries.

If overseas stores are not planned, it will be the first step for enterprises to test the overseas market.

This year, Yiwen London walk show, Wu Qingqing two degrees on the New York fashion week, Liu Fang blooming Paris fashion week, all of which show that China's brand standing on the international stage is only a matter of time.