Lining, Taiping Bird And PEAK Go To Sea. How To Internationalize Local Clothing Brands?

The core of clothing brand is the national culture.

Recently, the lawsuit between the local national brand EBEN and Rimova RIMOWA (Germany) has ended, and the domestic brand EBEN has won the final victory.

EBEN win RIMOWA has created a few examples of China's local brands to fight against the world's top brands.

"Big manufacturing country and small brand country" is known as the current situation of China's brand structure, but the situation is changing.

In 2015, 14 of the 100 most valuable brands in the world were listed in China. At the end of the world brand conference, 32 textile and apparel brands reached the 500 most valuable brands in China.

Seeing the brand coming to sea from Lining and Taiping bird's overseas show

China's local brands are gradually coming out of the country.

This year, the wave of Lining and Taiping bird swept across the whole world.

Lining joined the Pacific bird, the independent designer CHEN PENG and Edison Chan's personal brand CLOT appeared in the New York fashion week at the beginning of the year.

With the end of the show, the brand price and market value of the brand increase, and the further promotion of the brand market influence.

According to China's clothing net, Lining's stock price rose 9.88% in February 12th, and its market value increased by 1 billion 500 million.

Only a minute after the show finished, Lining Tmall shop sold a variety of products.

Lining was not satisfied with the benefits of New York fashion week. In June, Lining went on the sea again to the Paris fashion week.

In the four fashion week, Lining has gone two, which has changed the domestic young people's inherent view of the brand. But looking abroad, is Lining going to sea with "Guo Chao" and "China Lining"?

Chinese consumption capacity is escalating, China

Gradually become one of the most potential consumer markets in the world.

Through various platforms, we can understand that foreign brands are trying to attract Chinese consumers, including online and online entry to China, the addition of Chinese elements in the products, the introduction of monopoly products in the Chinese market and so on.

What Lining did was to take the Chinese feeling of Chinese culture out of the country and bring the trend of Sinicization to the international market. Let foreigners see what kind of brand Lining is, and let foreign brands have a deeper understanding of Chinese culture.

But going to sea is not done overnight.

In addition to the hot Lining, there is a particularly purposeful Pacific bird.

The Pacific bird has placed its destination in Australia.

It is understood that Australia has more than 1 million Chinese, and the annual growth rate of Taobao's sales in Australia is 48%. Compared with other markets, Australians have a high degree of awareness and proficiency in Tmall / Taobao brand.

With such a cognitive basis, it remains to be seen how the Pacific bird Australia project will be.

Look at the internationalization of local clothing brand from the current situation of PEAK

PEAK, a local sports brand, acquired OZARK, an internationally renowned outdoor sport brand last month.

Insiders said that the acquisition is conducive to further promoting PEAK's internationalization strategy.

According to China apparel network, PEAK started the strategy of brand internationalization as early as 2005.

Xu Zhihua, PEAK CEO, said: "all our work is centered around the goal of brand internationalization, and we have planned and carried out the judgement of the market.

In order to become an international brand, Chinese brands must be down-to-earth, step by step, and have no shortcut to go.

PEAK's overseas sales outlets reached more than 1500, while revenue accounted for 22.6% of the total.

What can other national brands learn from PEAK's experience?

Improve quality

PEAK is one of the few brands that won the gold medal pass in the international market.

In order to enter the international market and occupy a brand position abroad, PEAK has adopted international standards in product quality and is strictly in line with international standards. Its wearable and gentle two indicators exceed many international sports brands.

Brand internationalization

Since 2005, PEAK can be found in all kinds of basketball stars, NBA teams and top basketball matches.

PEAK, a basketball player, is not only limited to basketball. In 2018 Pingchang Winter Olympic Games, PEAK sponsored the Olympic equipment of the 6 Olympic Games.

And in 2020, the Beijing Winter Olympic Games will be held at the gate of PEAK.

The Winter Olympics brought PEAK not only a vast foreign market, but also an "international Chinese brand".

Developing international market

For most brands who want to go to sea, it is a great step to open a brand store abroad.

And PEAK's overseas development and performance are admirable.

But when initially decided to open shop in the United States, opposition and suspicion were the main stream.

Today, PEAK has been found in more than 100 countries.

It is not hard to see that national brands need to be strong in overseas.

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According to the poll released by Phoenix International think tank and the Yanghe River, 75% of people think that Chinese national brand is in the beginning or slow stage.

With the development of foreign investment, the "one belt and one way" development and the "going out" strategy, more and more brands are looking abroad.

In the process of internationalization, the inherent impression and cultural differences are often insurmountable. Integrating into other countries' culture is a way. Insisting on the national characteristics of the brand is also a way. The latter is a cultural output. Therefore, there is also a saying that brand export is also a cultural loss.

The core of brand is the national culture.

In general, just like raising children, making brand and enhancing the comprehensive strength of the brand, the brand can cross the ocean and go abroad.