Difficult and effective "test of globalization" began to enter the WTO, the Chinese market is facing fierce competition. Apparel market, especially in the wind, men's suits even more serious: homogeneity of the product tend to be serious, the brand's survival probability and market development capabilities continue to decline, foreign high-end brand beachhead is to bring inevitable pressure on the Chinese apparel business. Mergers and acquisitions cut into the world market When the industry is still celebrating the Younger spent $ 120 million acquisition of the United States, Singapore and Malaysia clothing, so far the largest overseas acquisitions in China's garment industry, another blockbuster shocked people: 87 years old Pierre Cardin finally plans to sell his brand "Pierre Cardin" for the rest of his life. From the initial exposure of Guangzhou Jian Sheng Trading Co., Ltd., to Cardan Road Company, and then midway to appear in Zhejiang Shengzhou Babe, Pierre Cardin's acquisition battle seems to be playing in full swing. Zou Lisheng, president of the Guangdong Chamber of Commerce in Zhejiang Province, confirmed to reporters over the phone: "There are four Wenzhou businessmen involved in the acquisition of Pierre Cardin, and it has been about three months since it was negotiated." Sun Xiaofei, Pan Changhai, Hong Jian Qiao, Chen Xiaofei, that is the protagonist of the acquisition. Coincidentally, these four individuals are Wenzhou Yongjia. Prior to this, these four little-known Wenzhou boss, are behind the scenes with different brands. Pan Changhai is a well-known brand Jinlilai in China leather goods trademark rights, he is Sun Xiaofei partner; Hong Jianqiao is Guangzhou Ted Warren Industrial Co., Ltd., chairman of the board, but also the Guangdong Provincial Zhejiang Chamber of Commerce executive vice president, the main Business apparel, bags, handbags, shoes, is currently "Dunhill Hong Kong" Dadsolid registered trademark holders. "Now do not know if we can succeed, our idea is very simple, to buy, put the right to use in China are bought." Kadan Road footwear company head surnamed Li revealed to reporters that Sun Xiaofei Returning to China two days later, he can know the result after returning to China. To international brand "zero distance" learning Many people may not know, NIKE, GAP, BOSS, TOMMY, POLO, CHAMPION, Colombia and many other brands of down jackets, winter clothes are from Bosideng's garment shop. Many domestic counterparts do not understand: already a "brand" Bosideng enterprises, why do OEM processing? Bosideng's point of view, of course, is not those processing fees, but through such close cooperation and achieved "true Scriptures." In the process of serving international brands, Bosideng honed himself a little and practiced his internal strength in all aspects. Quality to international brands, international brands for the quality of the harsh, so Bosideng learn how to create quality from every detail, and now, Bosideng brand quality requirements, as harsh as the international brands, some of the details of both. The production process to the world first-class, Bosideng huge sums of money with the introduction of international standards of the firm production lines, the company's technology, equipment and level of synchronization with the international community for the production of high-quality product quality laid the foundation. Bosideng's production base has become Asia's largest and most technologically advanced garment production base. In the process of cooperation, Bosideng timely grasp of international technological developments, extensive use of high-tech fabrics, environmentally friendly fabrics, careful study of international brand-name design concept, with the Chinese market characteristics, consumer psychology combined , Forming a "Bosideng" style that is synchronized with the international community and reflects Chinese characteristics and is very close to Chinese consumers. Offensive is the best defense In the face of the financial crisis, Jiangnan commoner chose to take the initiative. At the "Hong Kong International Fashion Symposium" held in January 2009, well-known brand Jiangnan Clothing from Hangzhou occupies a prominent position in Hall 5. Zhu Hao, manager of overseas marketing department responsible for this exhibition, said: "In fact, this year is the second time that Jiangnan Commoner is participating in Hong Kong. This time Hong Kong is the flagship brand of men's CROQUISE (Sketching) in Hangzhou Jiangnan Clothing & Accessories Co., Ltd. Has been looking for the Chinese men's fashion trends and design inspiration brand. "Asked about the financial crisis on the commoner Jiangnan have no effect, Zhu is very affirmative answer: little effect. In the domestic market, the sales network throughout the country, the store has reached more than 700, "We have many fans' Oh! In the international market, CROQUISE (sketch) brand is suitable for foreign brands of the mouth, the price is higher, we Hangzhou is the earliest start overseas strategy, especially in recent overseas expansion has great development, through cooperation and partnership in the form of successively in Moscow, Japan, Canada, Thailand and other countries and regions have opened stores, and performance is good. Technology innovation as the driving force Turning to brand innovation, Li Rucheng has its own unique view: "In 2006, China will truly enter the WTO highway, Chinese enterprises will comply with the rules of the world market, the international predators are comprehensive To enter the Chinese market, the brand of independent innovation is imminent. "Technological innovation is not a flight in the air, but not on paper, its role in the market even more to be underestimated. Chen Chi-kao, general manager of Younger apparel company, said: "Youngor's products adhere to 'I have you', 'You have me.' If we are all similar products, then only the price war, which shape the brand is detrimental. In the current market development trend, we insist on the product to maintain the market leader in new products. "In the technological innovation has made remarkable achievements at the same time, Li Rucheng still keep a clear understanding:" Although in the production process we already have a world-class , But there is still a big gap between the design capabilities and the design level of international brands.Improving the investment in R & D will be an important tactical action in the brand strategy of 2006. "In the face of the ever-changing market trend, Youngor more fully recognize the importance of product innovation in the sales position. In 2006, Youngor will focus on the favorable resources of the enterprise, increase its investment in R & D and design capabilities, give full play to the advantage of the industrial chain and further enhance the market competitiveness of its products. As a Chinese apparel industry for many years hegemony, Zheng Yonggang apparently do not want to be satisfied with the achievements of the Chinese market. With the end of the shortage economy and the massive international brand entry, the Chinese market has undergone fundamental changes. Before and after 1999, Shanshan, Younger, Romon and other domestic clothing brands have been invited out of the city's upscale shopping malls. These national brands have not yet out of the country, it has been in the local market to kill a drop by international brands. Zheng believes that this is the inevitable result of the development of the times. "Shanshan a brand package hit the world, it is a special case of shortage of economy." He believes that the real brand pyramid as the same, the top Italian luxury brand, the world has only five stores, "and we Shanshan such counties are laying Network, is indeed the public brand. "The huge gap between ideal and reality, to stimulate Zheng Yonggang and his Shanshan. Zheng Yonggang has visited Paris for more than ten times, and he felt the cultural connotations of those famous international clothing brands that have accumulated for decades or even centuries. "China is not likely to create an internationally renowned brand in a short period of time. We mainly study with international brands and use them to expand the international market." Thus, Shanshan chose to "sleep with the enemy," "multi-brand, internationalize" Strategy surfaced. "Even today," said Zheng Yonggang. "The strategy of" multi-brand internationalization "is also the right choice."
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