Shaping The International Color Of Clothing Brand

China has the highest international share of textiles, but lacks its own brand. Most of them are processed or OEM, and are at the low end of textile and clothing.

Fu Guangwei, deputy director of China Textile Information Center, believes that brand internationalization is the only way to "make in China" to "create in China".

Reporter: how can China's clothing brand move towards the international market faster and more effectively?

Fu Guangwei: innovative design, supply chain and quality management, international sales channels and business access are the 3 magic weapons of world-class brand clothing. The challenges of internationalization of China's clothing brand are also coming from these 3 aspects.

There are three modes of internationalization of clothing brand: natural development, cooperative development and M & a development.

Natural development needs a long process. In this time period, Chinese brands must complete the recognition, familiarity and recognition of foreign countries.

The second is cooperative development. By promoting cooperation with well-known foreign brands, the brand can be promoted to the international market, which requires excellent negotiation skills and operation methods.

The third is the development of mergers and acquisitions, the acquisition of foreign well-known brand equity, fast and efficient completion of brand integration.

Reporter: how can Chinese enterprises take the road of international brand mergers and acquisitions?

Fu Guangwei: mergers and acquisitions are just the beginning, far from the end.

How do you understand this sentence?

My view is that brand acquisition is not just a brand or an enterprise, but a rich content of a brand, which includes innovative design capabilities, strong quality management, and perfect international sales channels.

Take an example: in November 2007, YOUNGOR successfully acquired two well-known brands of SmartT and Xin Ma in the US, the two main businesses were shirts, T-Shirts, trousers and YOUNGOR business.

Through acquisition, YOUNGOR has gained advanced design and development capabilities, international operation capabilities and distribution network throughout the United States, and has quickly entered the US market and completed the move from domestic independent brands to international brands.

Reporter: how should the clothing enterprises of Shaoxing County build international brands?

Fu Guangwei: Shaoxing county has formed a strong textile cluster, and the textile industry is well distributed, which provides a good platform for the development of the garment industry.

In recent years, Shaoxing has proposed to build an international textile manufacturing center, an international textile trade center and an international textile creative center. This positioning and development shows that local governments and local enterprises are heading for the goal of international development.

The clothing industry has unique development channels and platforms. Besides fabrics, it also involves the development of accessories such as buttons and zippers, clothing design, product development capabilities, brand management capabilities of the system, and at the same time, it has more distinctive requirements and characteristics in personalization and differentiation.

At present, Shaoxing county still has a gap in the development of the apparel industry chain, and needs a perfect, mature and rich process.

However, clothing enterprises in Shaoxing have their own advantages. This is the strong textile industry.

It is gratifying to note that the importance of the local government in the creative industry is getting higher and higher, and the atmosphere of creativity is becoming more and more concentrated. What the local enterprises should do now is to base themselves on the world and to communicate with the world in a more internationalized stage with more open eyes and more fashionable ideas.