Exploration Of Overseas Status Of Domestic Brands And How To Break The Situation

Over the past 10 years, the overseas expansion of domestic clothing brands has accelerated significantly. Some of them quickly adapted to overseas customs, rooted in local branches and scattered leaves; others appeared symptoms of various acclimatization, and finally had to retreat and return to China.

The moon in foreign countries may not be more round than China, but it must be brighter than China. After all, there is no fog and haze. But for overseas brands that are developing smoothly, it is also understandable to have a good mood and appreciate some visual errors when appreciating the moon.

In 2012, PEAK started to open two stores in the United States. The two shops in Melrose street and West field store in Losangeles run more than 2800 square feet (about 260 square feet). They are mainly used for PEAK's NBA star products and basketball products.

The two stores have been doing business in a big way, indicating that PEAK is officially competing with the industry giants Nike and ADI.

PEAK CEO Xu Zhihua said: "opening stores in the United States is not a whim but a careful planning." In order to better open up the US market, PEAK set up PEAK research and design center and PEAK American branch in Losangeles, USA in 2010 and 2011 respectively. After more than a year's preparations by the US branch and a well-known third party research company, we conducted a thorough investigation and analysis of the US market and consumer preferences, and finally achieved the goal of opening the store.

Although they did not win Nike and ADI in their own positions, the reporter thought that PEAK's behavior of "provocation" to the opponent's door was still praiseworthy. PEAK, I watch you!

As a competitor of PEAK in the domestic market, Hongxing Erke also formulated overseas development strategy, but the route of Hongxing Erke is a bit unclear. They actually opened the first overseas store to Lebanon.

In 2008, Hongxing ERK's first overseas store opened in a busy commercial street in the Lebanese capital, Beirut. It is said that the reason why PEAK chose Lebanon is unique geographical location: located in the southwest of Asia, the eastern and northern border with Syria, the southern part of Palestine and Israel, and the west side of the Mediterranean, connecting the East and the West.

The only thing that is certain is that Erke The selection of the first station in Lebanon must be a look at the rich in the Middle East. I do not know which oil tycoons will be good hearted.

In August 2010, Kangnai leather shoes opened in eleventh Vietnamese stores in Langxia street, Hanoi, 108. This is also the 267th leather shoes store opened by Kangnai group abroad.

Zheng Xiukang, chairman of Kangnai group, said that the overseas stores of Kangnai leather shoes have been arranged in more than 20 important cities in Italy, the United States, Britain and Australia. The average retail price of each pair of Kangnai shoes is up to 70 US dollars in Kangnai stores in Europe and the United States. 2009, Kangnai leather shoes The total retail sales in foreign markets are equivalent to about 200 million yuan.

In January 18, 2001, Kangnai's first overseas store opened in the busy downtown area of Paris, France nineteenth. This is the first time that Chinese footwear enterprises have opened their own brand stores overseas.

According to the owner of the store and Zhang Lei, Ou Haili, in Italy, the top 150 leather shoes sold on the day of sale were sold out and empty. The local people exclaimed: Wenzhou shoes, which are comparable to the handmade leather shoes of Italy, are so cheap. They do not know that when the "150 dollars" are used, they will sell at least 5 pairs of shoes for Chinese general shoe factories.

Bare feet are not afraid of shoes. Although Kangnai has opened more than a dozen stores in Vietnam, in January 2014, AOKANG shoes still chose their first overseas store in Vietnam.

The AOKANG overseas store, Royalcity, is located in VincomMegaMall, the largest commercial center in Vietnam in Hanoi, with an area of about 120 square meters. Including AOKANG, Kanglong, red bird, RIIID and other brands in the store display and retail, involving footwear, leather goods and other accessories, the price is even higher than the domestic retail price, since the trial operation in December 24, 2013, the turnover increased steadily in a week.

according to AOKANG Wang Zhentao, chairman of the board of directors, said that AOKANG will continue to invest more in its brand and R & D. "At present, AOKANG's market in China has gradually become mature and stable. Through cooperation with overseas distributors, AOKANG will expand its pace of development in Southeast Asia and Europe."

The outside world is wonderful, and the outside world is also very helpless. Reporters wish that all the domestic brands going to sea can overcome all difficulties and create a new world, so that foreigners can come to China to sweep goods. Believe it or not, reporters believe that there will be that day.