Observation: Another Beginning Of Internationalization

Like Shanshan ten years ago, "internationalization" is also a strategic concept of men's clothing company after "multi brand".

In fact, internationalization has always been a complex of Chinese men's clothing, and it is also the highest mention rate of Chinese men's clothing and even Chinese clothing in recent years.

For this reason, they have made various efforts and attempts, but there is always a distance between dreams and reality.

In 2010, the new wave of "internationalization" was staged again in China's men's wear industry.

In last year's founding of the 30th anniversary and the charity fund donation news conference, Lian Jin said, "

The idea of the company is to develop the international market through mergers and acquisitions, acquisition of designer brands or other foreign brands.

The trend is like Procter & Gamble, "for example, shampoo from Procter & Gamble, PANTENE, rejoice, Head and Shoulders, and so on. Each product has its own focus."

The company is seeking to expand its business.

In 2009, the company headquarters moved to Xiamen, and Lin Congying, chairman of the company, set the goal to "consciously explore internationalization and realize the leading international fashion brand with male trousers as the core."

The company's route is based on the mainland, with Hong Kong, Macao and Taiwan as a fulcrum, and enters the Chinese surrounding market. Among them, Taiwan's fulcrum is preferred to be regarded as the focal point in the initial stage of internationalization.

Like the power fighter,

"By acquiring other brands with different positioning and styles, we can meet the different needs of different consumers in the market and prepare for the early development of the king."

Lin Congying said.

In fact, many men's clothing companies regard the acquisition of foreign brands as a shortcut to internationalisation.

When YOUNGOR bought the new horse in 2008, it said that it "built the platform to overseas through mergers and acquisitions, and opened up the way for YOUNGOR to go to the world."

However, although he also expressed his readiness to acquire the brand of France and Italy and strive to enter the top three of the men's clothing market in five years, Gao Dekang, chairman of Bosteng, who has entered the men's clothing business, said that, compared with the acquisition, it is necessary to strengthen the domestic market first and then push on to the international market.

Feng Jiuling, director of the Asia Trend Research Institute, agrees with the view that "a brand must be based on its own territory and must be able to inspire its own consumers to internationalize".

Zhao Qian, director of the China Fashion Council, believes that internationalization must not be blindly followed, because "every brand has its lifeline, like people, who have different development paths."

"No product is suitable for all markets, and its target market must be consistent with its brand image and brand strategy," Zhao Qian said. "Suddenly changing the line is easy to lose even the original market."

She suggested that "for those brands that already have their distinctive styles and positioning, stick to their original ones".

Bosideng adheres to its own "style": "product development, R & D, terminal quality and quality, in line with the national cultural consumption concept.

On this basis, we should understand the international situation and familiarize themselves with their R & D and management so as to display their brands internationally.

Gao Dekang said.

Before internationalization, we engage in products, research and development, and quality.

The simplest way seems to be back to the origin.

Sugi Sugiya intends to return to the origin.

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Last year, the company launched a new brand S2, which was operated by Ningbo Shanshan Morton Garments Co., Ltd.

"From a strategic point of view, S2 is not a single brand concept, but rather a" second wave of Shan Shan ", representing the rise of the brand power of the new garment brand of Shanshan. Li Qiming, vice president of the company, said:" Shan Shan continues to introduce international brands and starts to launch more original brands at the same time, so as to create an international brand which belongs to China in the future. "

Moreover, such a local brand should "operate in accordance with international rules and occupy the domestic and international markets in a multi-level and all-round way."

More importantly, Shanshan regards internationalization as a long-term plan rather than a hurry.

"The so-called international brand, the most important thing is whether the brand is global.

If a brand is stable and steady, it will do more from scratch. Besides exporting products, it will export more culture and management concepts, "Li Qiming said." therefore, the internationalization process of China's clothing brand is hard to achieve in the past ten years.

Obviously, the company didn't take too much stride this time, and the time to achieve the goal was also longer.

If Shanshan really applies these understanding of internationalization to the brand operation in the future, it will be a good start not only for Shanshan, but also for all Chinese men's wear companies that have always been looking forward to internationalization.