The Internationalization Channel Of Quanzhou Shoes And Clothing Enterprises Has Entered The Stage Of Tackling Key Problems.

Quanzhou businessmen continue to depict their respective international blueprints in the operation of overseas capital markets. The capital filled quotient began to disseminate its brand culture and business operation mode through cooperation with international business tycoons.

Tang Lizhi, a professor of economics at Xiamen University, who has been focusing on the development of private enterprises in Quanzhou for more than 10 years, concluded in a media interview: "one is cooperative development, such as the seven wolves and France. Designer Cooperation; second is mergers and acquisitions, such as Anta's acquisition of the global market; the third is international promotion, such as PEAK. These three types of internationalization have been tried by some well-known enterprises in Quanzhou, and have set a good example for the brand internationalization of private enterprises elsewhere.

　 Join hands with big international cards

China shoes The internationalization of the brand is becoming more and more popular, from the OEM of international brand to the popularity of export trade; from the opening of foreign countries to foreign stores, with a certain number of overseas consumers to join hands with international giants, exporting Chinese shoes and clothing brand culture.

In October 30th, the 361 degree group opened strategic partnership with One Way Sport, a famous Nordic sports brand in Hongkong, and established permanent cooperation to jointly open up markets in mainland China and Hongkong, Macao and Taiwan, and open up cross regional, cross cultural and innovative cooperation. It is reported that the 361 degree and Nordic outdoor brand One Way Sport will jointly establish a joint venture Wan Wei, responsible for expanding the outdoor equipment and riding market in the mainland and Hongkong, Macao and Taiwan markets. Among them, 361 degree investment company and One Way Sport hold 70% and 30% stake respectively, the two sides will work together to promote and promote One Way products in Greater China market expansion.

The 361 degree president, Ding Wu, said in an interview with the media that "this cooperation can provide a better and more specialized subdivision sports product for sports enthusiasts at home and abroad. It not only brings more professional and challenging products for outdoor sports and cycling fans, but also is a rational exploration of creative integration under the premise of trans regional and cross-cultural".

According to the insiders, the brand of local shoes and clothing has long abandoned the "internationalization" strategy of "fighting for the old to seize the foreign low-grade market", instead of branding the brand on the road of new internationalization, catching up with the trend, publicizing individuality and highlighting the brand new culture.

　　 Innovative SPA mode

There is no doubt that the internationalization of Chinese shoes and clothing brands has changed in essence.

At the end of September this year, the International Forum on business models and the establishment of the business model research center of Northwestern University, sponsored by Peking University HSBC business school, was held. At the opening ceremony of the business model research center of Northwestern University, Frank Mulhern, vice president of the Integrated Marketing Communication Institute of Northwestern University, announced that the "SPA model with Chinese characteristics" was selected as the first case of the business model research center of the Northwestern University.

It is understood that after announcing the first case of the study of the model, the research team of Peking University HSBC and Northwestern University will conduct in-depth research on the results of SPA's innovative use of the model, and compile a case for publication. It is expected to be incorporated into the Harvard case database to share with the rest of the world. Prior to that, the "customer relationship management and database marketing" of Northwestern University was compiled into the EMBA textbook as a case by Northwestern University, and the Harvard case library was compiled in Harvard University.

Ding Hui, chairman of the group, said that at present, the "fast supply strategy of market oriented products" is international. clothing The most advanced business mode of the industry is Spain, ZARA, Sweden H&M, Japan UNIQLO and other international successful brands have adopted this model.

Li Xiangru, a professor at Capital Institute of Physical Education, once said that if the brand wants to go to the world, it must "focus on national culture and maintain broad mind". Only with the cultural output, let the culture of the brand be embodied in the product, and let the layout of the international vision be fully integrated with the local culture, the strength of the brand will be deeply rooted in the hearts of the people.

Wave of mergers and acquisitions

The "Jinjiang Street", which was opened in Budapest, Hungary in June 2003, is a collective attempt of Quanzhou brand in the international stage, leaving behind footprints of Anta, Sanxing, global, Philharmonic, Buick and Heng Qiang in Europe.

Over the past ten years, the Quanzhou enterprises, which have insisted on becoming bigger and stronger, have long been dissatisfied with the status quo. Under the condition that the domestic sporting goods market is still in the doldrums, many domestic sporting goods giants accelerate the expansion of overseas markets, and the tide of brand takeoff is rising.

Anta spent $254 million to buy the global shoes and garments in Jinjiang, becoming the largest mergers and acquisitions among the Quanzhou enterprises. By acquiring other high-end European menswear brands with different positioning and style, the king met the different needs of different consumers in the market and made preparations for its going to the international market. The famous brand of children's clothing in Green and Germany, Spain and other countries brewed the international brand grafting. A series of overseas mergers and acquisitions have been staged.

The action of Quan enterprises shows the fact that mergers and acquisitions are normalized among enterprises with high internationalization degree. Ding Shizhong, President of Anta, said in an interview with the media that there are many ways to go out, and Anta is trying its own way. "The high-end market must have our share. In the future, Quanzhou brand will continue to cooperate with the international big brands to jointly develop." He believes that brand is a cultural symbol. "We are a listed company, and our position is a multi brand management company. We believe that the acquisition and merger may be the fastest way to go out in the future."

　　 Unlimited creativity

PEAK design was awarded the top ten NBA sneakers.

? AI Dan into LED preferred product catalog

Mei umbrella industry to buy Shanghai tour company

Beijing International Fashion Week

The NBA season of the new season begins at the end of October, and it is also the start of a new round of NBA marketing for sporting goods companies. Local brands such as Anta, Lining, 361 degree and PEAK have launched a new season of Star Wars boots, compared with previous years, there has also been a bright spot. Anta launched this year's "strength and invaluable" combat team, breaking the star endorsement product price regulations, become the first attempt to "star product civilian price" brand.

A professional website of the United States has selected the "NBA top ten sneakers for the 2012-2013 season", and the shoes designed by PEAK are fifth. This is also the only Chinese brand selected for the event, becoming an industry leader with Nike, Adidas and other international brands. Gaining professional recognition in the United States is no doubt a major breakthrough in Chinese brands in the international market.

A list of suppliers of LED preferred products has been released recently, and 10 enterprises in Quanzhou have entered the list. As one of the selected enterprises, the relevant person in charge of Au Optronics Co of AI Dan, Fujian, said that entering the preferred catalogue is conducive to further expanding the brand awareness and helping the brand develop the market. Prior to that, the company has successfully listed on the stock exchange.

There are also plum blossom umbrella industry. The Limited by Share Ltd, which has been suspended for more than a month, announced that the company sold all its assets and liabilities and issued 100% shares of Shanghai Travel Information Technology Co., Ltd. and raised matching funds by issuing shares. Through this transaction, plum blossom will sell the business of making and selling umbrellas with clear profit margins and uncertain future development prospects, bulk trade and mining (gold picking) business, and at the same time inject into the development and operation business of the online games with strong profitability and broad prospects for development, so as to maximize the interests of shareholders of listed companies.

The China International Fashion Week, which came to the end of the agreement, ended in Beijing, and Ceng Fengfei, including Wang Yutao, who had ties with min faction, released his own new work. Jordan sports joined hands with Chen Jianping to announce the trend of Chinese sportswear in fashion week. Ji Wenbo takes Chinese cultural heritage as the source of creation, and strives for the innovation of men's clothing. Chen Jianping innovates and integrates the three popular elements of the past, present and future, and embodies the spirit of sports with the visible icon of the two-dimensional code as the design element, leads the technological creativity, and raises the fashion trend.

High profile stone industry is also developing. In order to meet the needs of rapid development and transformation of stone industry, the Stone Fair, which will be held on the 8 th of this month, will add several sub exhibition areas. These exhibition areas will continue to open after the exposition, and will become a never ending exhibition platform for Nanan stone industry. The exhibition will also carry out a series of innovative activities such as stone finance innovation forum, stone and building docking meeting, stone treasures auction and so on.