What are the shortcomings of the internationalization of Chinese apparel brands?

Editor's note: "Internationalization" has become a hot term for Chinese companies. With the acceleration of globalization, internationalization is now becoming a way of survival for companies.

Since China’s accession to the WTO, “internationalization” has become a hot vocabulary for Chinese companies. With the acceleration of globalization, internationalization has become a way of survival for enterprises. It can even be said that today, it is not your choice. Internationalization, but internationalization to choose you. Therefore, a rational analysis of the international dilemma of China's garment industry, breaking the internationalization problem, and exploring the internationalization model have a very urgent and practical significance both for the sustainable development of Chinese clothing brands and for the standardized operation of the entire apparel industry. .

Through the "Dialogue between China and China's clothing brand internationalization", Yang Herong, Chairman of Zhejiang Zhongzhe Holding Group Co., Ltd., Lu Shan, Vice President of Leidiboer Fashion Co., Ltd., and Chief Operating Officer of Peikelandi Children's Wear Co., Ltd. Jeffrey, the assistant to General Manager of Shenzhen Kaltendun Garments Co., Ltd. Liu Dan and other honored guests, elaborated in their eyes on the internationalization of local brands in their eyes.

What are the possible samples of brand internationalization?

Yang Herong: The design style of the GXG brand originates from France. As a brand with only four years of history, in 2011, the number of GXG brand stores reached more than 1,000, the sales amounted to nearly 3.5 billion yuan, and the refund amount was about 1.5 billion yuan. From an international point of view, we have not really reached internationalization yet. We have only borrowed international design concepts and internationally successful brand operations. We have also migrated IT technology to China and we have succeeded. premature.

Luo Jiefan: For the internationalization of this proposition, I think Chinese clothing is "internationalized." At present, internationalization is not something you want to go out of or you can go back to the local market without going out. In fact, internationalization has already appeared at the doorstep. If a company can't prepare and understand the situation, then he may face being eliminated. Therefore, internationalization is not only for us to go out, but to be ready at home.

Going out is a very backward step. First, we must do a good job in the internationalization of management and the internationalization of the supply chain. In the past few years, Parklant did OEM for Japanese companies. But in the past two years, two well-known Japanese traders have been doing OEM work for us. This has not only happened in the sales field but also in the management field and the supply chain. .

What are we going to do? I think there are four kinds, one is Chinese in China; the other is international international; one is international China; the other is China's international. This is a multiple-choice question before the company, so this year's direction: First, the internationalization of management; Second, the team to introduce international designers, the third is also trying to go out. After several years of hard work, we have customers in some emerging countries, and not only do processing, but export in the form of brands and specialty stores. Although the amount is small, it is still worth trying.

Lu Shan: In the context of the European debt crisis, international brands will certainly sink channels in the next step. Today, the international big names are also focused on China's first and second tier cities. However, the third and fourth tier cities have become their next target. Radibur’s decision-making team realized this possibility several years ago. As a result, the company moved from Guangzhou to Sichuan.

When the company decided to participate in the Italian PITTI Men's Wear Fair five years ago, we did not dare to show ourselves as a Chinese company. After going to other people’s homes for the past few years to compete with others on the same stage, we truly knew the difference and shattered our pride. From that day on, we learned how to “go out” and “please come in”. . Another point is that Chinese companies must unite and unite to fight against international brands. If they do not unite now, they will not have the opportunity to unite.

Liu Dan: Summarizing the development of Kaltendon in the past 20 years, we have a refinement called “Sihua,” which is the universalization of brand values; the second is the advancement of product quality; and third, the internationalization of brand operations; Fourth, the globalization of the industrial chain construction. We summarized this “four modernizations” at the present stage, and the most important one is two aspects. One is the universalization of the brand values ​​we advocated. The international brands pay special attention to the brand connotation and culture in development. I think The most important thing is the core of the brand. The values ​​it emphasizes can accept these universal principles for all people, such as love, self-confidence, bravery, and challenging spirit. In addition, in addition to insights into the human nature of the consumer itself, one aspect of universalization is the fundamental business principles for partners, such as respect and win-win. Without a strong alliance, there will not be a strong brand. In the future, we will also run through this basic business principle in our operations. If we make excessive demands on the upstream, it will also have negative impact on the downstream partners and consumers, and it will even form a vicious cycle of the entire industry chain.

What are the shortcomings in the internationalization of Chinese apparel brands?

Liu Dan: I think the short board is still at the conceptual level. For example, we are excessively pursuing scale and quantity, bringing with it that the manufacturing industry has always been at a low end; and we ignore the technical standards, especially the insights into the reasonable needs of consumers. And on the level of “stimulus for consumer desire”, we still have a gap compared to international brands.

In addition, the talent problem must be solved. Whether it is creative, design, marketing talents, or management talents, brands need to make great efforts to develop culture and international markets, talents, and teams. For the cultivation of talents, the training party needs to continue to update its concepts and enterprises to increase their efforts to make up for this short board.

Luo Jiefan: I think the first one is homogenization. The homogenization of Chinese clothing is a very big issue. We started to make clothes from 1995. When we first started, we felt that our product design was still very unique. However, as time went on, the labels were now removed from the market and it was almost impossible to see who was the brand. However, international brands have their own fixed, unique and distinctive styles. And belongs to the style of our Chinese brand? We are always pleasing the market, currying consumers, and chasing sales scale and market share. At the same time, we have lost the brand's uniqueness and diversity.

How to establish an internationalized survival mode suitable for self-development?

Yang Herong: I think clothing brands do have cultural ideas. There are obstacles to local brands going international. The first obstacle is our national power and culture. Chinese enterprises have advanced on luxury goods, and their cultural heritage and integrity are still lacking. In the brand positioning, we chose to do fast fashion, because for the fast fashion products, brand culture has not had a deep impact on its development. The reason why GXG is positioned in consumers aged 18 to 35 is due to the fact that consumers in this age group feel good about fashion, but traditional culture has a relatively weak influence on them. When they see good-looking products at the right price, they can impress their hearts.

GXG is a French gene brand. It takes the first internationalization and then lands on the development curve of China. After this tortuous road, I now reflect on the fact that I still want to take the internationalization route. However, the market for this line is Hong Kong and South Korea.

Lu Shan: Now consumers in countries such as Italy, Switzerland and Germany, they do not like brand names like Chinese consumers. Currently, several of the most popular brands in the Italian market have not entered China. This reflects the phenomenon that small brands in Europe can survive in its fashionable heart area.

To survive, brands must have basic ways of survival, and they must not fight against the strengths of others. According to our investigation, the brands that can survive in these European countries must first have unique design capabilities. At present, the company hired designers from Italy, and he designed the products to get European consumers' fashion recognition. In addition, the categories we choose to enter the European market are more expensive, such as fur products. We sell in Europe is not a cheap product, the price can be similar to other European brands similar products, but we do what Europeans rarely do, or that we have strong things, such as knitwear, leather clothing, which is also Radiol's development in the European market continues to this day and there are more and more customers.

The internationalization of their eyes Yang Herong: Internationalization is the opening of our Chinese company's stores to the world.

Liu Dan: Chinese companies have more traditional Chinese spirits in their business operations, and they are the brand of the world to express the origin of humanity and goodness.

Luo Jiefan: Internationalization is not just going out or coming in. It needs to go from management, supply, and internalization to the real internationalization. It needs to be China's international rather than an international China.

Lu Shan: There is a saying "2012 is a new beginning, the Mayan calendar." I believe that starting from 2012, there is no longer a distinction between internationalization and Chinese-speaking, because Chinese brands have already begun to internationalize.

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