Chinese Garment Enterprises Export Domestic Export Reentry Running, In The End Tired Not Tired?

In recent years,

In order to expand overseas markets, there is no lack of merger and acquisition cases, even forming a dense situation.

Unfortunately, due to information asymmetry and cultural differences, 60% of overseas mergers and acquisitions failed.

At the same time, the export volume of garment enterprises above designated size has dropped from 5 to 10 in 2013, and domestic sales have become the undisputed reality of Enterprises above designated size.

It is worth affirming that since the financial crisis in 2008, Chinese garment enterprises have been struggling for a breakthrough plan.

However, from the export to domestic sales, from domestic to overseas, after this kind of high strength exhumation outside the door, is the enterprise tired or tired?

Bosideng: daring to expand overseas

There is no doubt that industry leaders.

It is the most daring overseas developer.

Bosideng Menswear, with its excellent manufacturing technology, has been stationed in the strong marketing network of the British chain store brand Greenwoods (Green Woods), and has achieved impressive sales results. In addition, two bostman men's wear shops were opened in the UK, creating a precedent for China's own brand stores to land in the European market, and become a typical case of "made in China" to "world famous brand" in the post financial crisis era.

In the process of creating overseas base areas, we have persisted in localization management and localization operations. We have registered Bosideng (USA) Limited, Bosideng (Russia) International Limited, Russia Bosideng Friendship International Limited liability company, Bosideng International (Canada) Limited and other overseas sales organizations. Bosideng down clothing has successfully entered Japan, the United States, Canada, Russia, Switzerland, Britain and other countries.

In January this year, Bosideng entered the US market and opened Bosideng brand guerrilla store at Rothmans men's wear store in Union Square, Manhattan.

It is reported that in the US market, Bosideng plans to open up 15~20 high-end department stores before autumn this year, and also set up temporary stores in Las Vegas, Losangeles and Miami in spring.

In addition, Bosideng launched its expansion in the European market in March, and launched a new European brand BosidengPlusZero in Italy.

Recently, however, media reports have reported that Boston, a leading enterprise in Down garments, is laying off workers in the UK.

The layoffs are mainly targeted at its UK headquarters and the London purchasing and design team with the only overseas flagship store.

After adjustment, all products of Boston will not be manufactured in the UK, and will be taken over by the Chinese team.

Bosideng officials said, "layoffs are based on product design to incorporate more Chinese elements, and local teams are more suitable".

The reason is that "through the operation of the past few years, as a brand from China, we now want to integrate more Chinese elements into the design style of flagship store in London. To achieve this goal, the domestic design team is obviously more suitable."

This shows that although Bosideng's internationalization strategy is still advancing, however, in the view of the industry, besides London flagship store, its internationalization still faces many challenges.

Seven wolves: creating overseas E-commerce

In the face of the news that domestic brands want to acquire overseas brands, Zhou Shaoxiong, chairman of the seven wolves, said: "we must do well in our own domestic market.

Most of the overseas acquisitions are in the concept of speculation, and really do not do.

Overseas brands have entered China. Why should we abandon the domestic market? We know our market best and why should we surrender to others? "

He believes that for some of the international brands that are slightly more mature, the domestic garment enterprises do not yet have the strength to acquire.

If it is a less well-known brand, even if the acquisition is successful, it will require a very strong planning ability and input from the enterprise.

If you want to enter the international market with your own brand, it is even more difficult and difficult.

Business casual men's clothing, compared to other men's clothing subdivision industry, is a relatively "happy" industry, neither internal nor foreign, is one of the most representative of men's clothing category.

The product has always been mainly domestic.

Although it has avoided the cusp of the international financial crisis, it has to face the high inflation pressure at home.

"It's totally forced out!" the overseas electricity supplier channel that has been online for two years has been launched. The operator of the Fujian e-commerce center of the seven wolves industry Limited by Share Ltd said that this is entirely because the electricity supplier is also facing the pressure of inventory, and when the domestic market is hard to solve, it has to pfer its target to the overseas market.

According to people familiar with the matter, although the seven wolves have split the electricity supplier business, apart from the main men's clothing, they also split up a number of sub branches, including children's clothing, leather goods, accessories and so on. The sales volume of each branch's electricity supplier has achieved good results, but all the inventory pressure is not small.

In order to pfer huge inventory pressure, the seven wolf's e-commerce center has built overseas channels, and has established its own online store through overseas electronic business platforms like Taobao. The main selling destination is Australia.

"Australia is chosen because of the" anti season ". In the summer of China, Australia is in the winter, and the winter clothes that are stored in the previous year have just the right place to go.

The person in charge said.

YOUNGOR: internationalization begins with national image

In 2008, YOUNGOR completed the merger and acquisition of the new Malaysia clothing group, the core business department of Kellwood, the famous clothing company of the United States. This is the first overseas merger and acquisition of Chinese garment enterprises.

In recent years, YOUNGOR has acquired two major international companies, one is Smart and the other is new Ma, which is a typical international M & A case in China's textile industry.

"Through mergers and acquisitions, we have built YOUNGOR's platform abroad, taking the opportunity to understand the operation rules of overseas markets, with emphasis on channels and talents.

Brands have no boundaries.

M & A is not only an industry merger, but also a team integration. "

Li Rucheng said.

It takes a long time for a Chinese brand to be recognized by the international market.

Li Rucheng knows clearly that although YOUNGOR has already had some influence internationally, it still has a long way to go before entering the list of first-line brands.

"Not only enterprises are making efforts step by step, but also the state is spreading Chinese cultural industries to overseas.

Only if our country is really strong, will the brand be recognized gradually.

At present, YOUNGOR has built a huge production base, and has production bases in Vietnam, Philippines, Sri Lanka and other places. In Xinjiang, Yunnan, Chongqing and Ningbo, there are large factories in the country, at the same time, they have operation teams and reserve talents.

Li Rucheng believes that from the actual conditions, YOUNGOR has accumulated some experience in capital, team and cultural integration, and has more advantages in building international brands than domestic counterparts.

What is internationalization? Generally speaking, internationalization means selling products to foreign markets, but internationalization in the real sense refers to the globalization of resource allocation and a change in the way of resource allocation.

That is to make full use of and rationally distribute global resources to produce the products with the lowest cost and the highest quality.

"Nowadays, internationalization has become an important goal of Chinese garment enterprises. Many enterprises have begun to sell products to all countries in the world.

However, in this process, we must realize the following question: is the other aspects following the internationalization of the business? We must not avoid such a problem: many of the labels sold by the apparel companies to the international market are still those familiar with the foreign languages.

After 20 years, who can represent China's clothing enterprises internationally? We need to consider this problem.

But for now, what have we done on the road to internationalization? "Li Rucheng said.

It is a development goal set by Li Rucheng to build YOUNGOR into an international brand in 5 to 10 years.

Semir: both inside and outside are fully powered.

In recent years, foreign famous brands have been developing rapidly in China, and domestic emerging brands are constantly emerging. The consumption demand of shoes and clothing is more fashionable and diversified. Traditional channels such as shopping malls and department stores are being affected by new channels such as shopping centers and e-commerce.

As one of the listed companies of shoes and clothing in Wenzhou in 2013, Semir Clothing Co., Ltd., the only company whose total business income and net profit have maintained growth, continued to maintain growth in the first half of this year, with a total revenue of 2 billion 932 million yuan, an increase of 7.59% over the same period last year, and a net profit of 343 million yuan, an increase of 20.97% over the same period last year.

Semir's "double growth" benefits from its "full capacity" - the company's brand image, product, operation mode and resource integration capabilities have been improved and improved, the company's casual wear business continues to improve, and children's business continues to grow at a relatively high speed, and the company's competitiveness is further enhanced.

It is worth mentioning that we should pay close attention to both endogenous growth and epitaxial development: improving the supply chain, improving the quality of suppliers, reducing the number of suppliers, giving full play to the synergy effect of supply chain, realizing the double guarantee of quality and delivery period; optimizing the organizational structure, implementing amoeba management, controlling expenditure, strengthening internal auditing, improving internal control, strengthening human resources construction, improving incentive mechanism, and building up a platform for the development of sunshine for employees.

Through the introduction of e-commerce providers for brand products, the use of online and offline integration mode of operation, to promote the rapid development of e-commerce business.

Semir is fully committed to actively implementing multi brand strategy, and further extends to children's education, culture and entertainment to create children's career clusters.

Semir is a private leisure apparel brand founded in 1997. It is located in Wenzhou, Zhejiang, and its products are facing the whole country.

After more than ten years of development, Semir has entered a second tier city, with sales outlets all over the country reaching more than 7000, with an annual sales volume of about 13000000000 yuan.

In the competitive market of strong hands like Lin, Semir is faced with an international issue, and the pace of going out is relatively cautious.

According to Zhao Xiaobo, assistant director of Semir, in the next one or two years, the company will first put the market in Southeast Asia.

"Southeast Asian market may be closer to the mainland market climate, including consumption habits.

But from the international market, if we do not enter the European and American markets, it is not really going to the international market, so we intend to upgrade the product part, after upgrading, we will enter the European and American markets.

Mass Phil: luxury brand income pocket

In the first quarter of 2014, the merger and acquisition events of textile and garment industry reached 11 cases, and the amount of mergers and acquisitions reached US $223 million, and the sum of mergers and acquisitions exceeded the whole year of 2013.

Since 2013, the high inventory of garment industry has caused many garment industry to get into a predicament, and have been upgrading and upgrading by adjusting the business strategy. This also makes the scale of the textile and garment industry in 2014 explosive growth.

In addition, since 2013, major China