From Hai Lan'S Home To Japan To See Overseas Expansion Of Chinese Apparel Enterprises

Although there are many uncertainties in overseas markets, it still can not stop the enthusiasm of clothing brands to "open to sea".

Not long ago, Hai Lan's family officially entered the Japanese market and opened a 190 square meter store in Tokyo's dream city, and strive to open 3 stores this year.

This is also a new version of the brand that has been opened up in overseas markets following the layout of stores in Malaysia, Singapore and Thailand.

Not only Hai Lan's home, Semir, UR, Anta, Lining, Jiangnan Buyi, Bosideng and other clothing brands are all making efforts in overseas markets, seeking new profit growth points, and further enhancing the international image.

Referring to the "open to sea" shop, the domestic clothing brand has been put into practice more than 10 years ago. Since 2000, Lining has begun to enter the European and American markets of the United States, Spain, Poland, Greece and France.

In 2004, Jiangnan cloth began to enter the international market; in 2010, YISHION chose to enter India and Southeast Asian countries; 2012, Bosideng chose the British and American markets; in 2016, Anta chose the Middle East, Southeast Asia and Eastern Europe.

In 2017, Hai Lan home's first overseas store appeared in My TOWN, Kuala Lumpur, Malaysia, and gradually expanded to Thailand, Bangkok and Vietnam, Hu Zhiming.

However, overseas distribution shops are not necessarily smooth sailing, and there are still many challenges.

Take Bosideng as an example, the brand opened its first store in central London Mayfair District in 2012, and officially entered the overseas market. However, under the influence of the uncertainty factors in Britain, Bosideng closed the store and the official website in February 2017.

The overseas expansion plan also ran aground until the London flagship store was restarted in 2018.

Also faced with operational challenges is Lining.

Although Lining exploded in New York fashion week, the international market performance has been relatively dull.

Lining's 2018 financial report shows that in the first half of this year, Lining's income from the national market was about 73 million 640 thousand yuan, down 19.5% from the same period last year, and the share of income was 1.6%.

In 2018, Lining's international market income reached 249 million yuan, an increase of 3.7% over the same period in 2017. However, the proportion of international market income in total income has not exceeded 3%, only 2.4%, and has declined compared with the same period in 2017.

It is not only the domestic clothing brand, but also the foreign clothing enterprises in the process of opening up the Chinese market. There are also twists and turns in the process of developing the Chinese market. Especially in the past two years, the fast fashion brands such as TOPSHOP and FOREVER 21 have been evacuated, which is enough to illustrate the problem.

It is noteworthy that in the context of foreign fast fashion brands fleeing the Chinese market, the domestic clothing brand has once again launched a wave of overseas stores.

In 2018, Semir opened its first overseas store. MJstyle first entered the Japanese market, and Hai Lan's home was first settled in Singapore.

To explore its causes, it is easy to see that the pformation and upgrading of clothing enterprises have achieved initial success.

According to the monitoring results of 49 listed apparel footwear companies in 2018, the total revenue of 49 enterprises in 2018 reached 255 billion 50 million yuan, representing an increase of 10.5% over 2017, while net profit increased 16.46 percentage points over the same period, and over 60% business revenue and net profit increased by two percentage points.

On the other hand, going out of the country is also a marketing strategy for brand pformation and upgrading, not only to achieve new profit growth, but also to foster national self-confidence and enhance international influence.

Of course, opening a shop is only part of it. The appearance on the international stage has boosted the internationalization of the brand to some extent. 2019 spring and summer fashion week in New York, 19 Chinese brands came on the scene.

Judging from the current trend, many apparel enterprises are optimistic about opening overseas stores.

Since its official entry in Kuala Lumpur in July 2017, Hai Lan's home has opened nearly 40 stores in Southeast Asian countries such as Malaysia, Singapore and Vietnam in 2 years, and plans to open three stores in Japan in 2019.

MJstyle, which opened its overseas layout with Japanese stores, plans to open stores in Philippines, Japan, Malaysia and Singapore in the next few years.

Semir and M. A. Alabdulkarim& Co. Ltd. have reached the goal and procurement plan for the next five years, saying that they will gradually expand some countries in the Middle East, Central Asia and Southeast Asia, and seek to establish cooperative relations with local high quality retailers and wholesalers, and gradually enhance the international influence of the brand.