Quickening The Layout Of International Channels -- New Trend Of Chinese Fujian Style Shoes And Clothing

Professor Tang Lizhi, who has been paying attention to the development of private enterprises in the past 10 years, summed up in an interview: "one is cooperative development, such as the seven wolves and France. Designer The second is mergers and acquisitions, such as takeover, and the third is international promotion. These three types of internationalization have been tried by some well-known enterprises, and have set a good example for the brand internationalization of other private enterprises.

　　 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 and One Way Sport, a famous Nordic sports brand, opened a strategic cooperation relationship and established permanent cooperation to jointly develop the market of mainland China and the region of China, Japan and Macao, and open up cross regional and cross-cultural innovative cooperation. It is reported that the 361 degree and Nordic outdoor brand One Way Sport will jointly set up a joint venture Wan Wei, responsible for the development of outdoor equipment and riding market in the mainland and China's market. 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 business model internationalization forum and the establishment of the US business model research center hosted by HSBC business school were held. At the founding ceremony of the US business model research center, Frank Mulhern, vice president of the Integrated Marketing Communication Institute of the United States, announced that the "SPA model with Chinese characteristics" was selected as the first case of the US business model research center.

It is understood that after announcing the first case of the study of the model, the research team of Peking University HSBC and the United States will conduct in-depth research on the results of the innovative SPA model, and compile the 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 EMBA was compiled into the teaching material of the United States as a case and was compiled into the Harvard Case Database in 2011.

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.

Professor Li Xiangru has 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 "Jie Street", which was opened in Hungary in June 2003, is a collective attempt of the international brand. It left behind the footprints of Europe, Europe, China, the world, the Philharmonic, and the strong.

Over the past ten years, the enterprises that have insisted on becoming bigger and stronger have long been dissatisfied with the status quo. In spite of the overall downturn in the domestic sporting goods market, many sporting goods giants in China have accelerated the expansion of overseas markets, and the tide of brand takeovers has springing up.

To spend 254 million of the money and buy the world's shoes and shoes in the same way as the biggest mergers and acquisitions among the enterprises; nine Mu Wang, through the acquisition of other European high-end men's clothing brands with different positioning and styles, meets the different needs of different consumers in the market and prepares for its advance to the international market. 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 the company, said in an interview with the media that there are many ways to go out, and that the company is trying its own way. " High-end market If we have our share, we will continue to cooperate with the international giants in the future. 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."