Difficult and the effective globalization tried the water to start
After entering WTO, the Chinese market is facing the keen competition. Clothing market, this wind much worse, gentleman western-style clothes domain really: The product homogenization tendency is serious, the brand survival probability and market development ability reduce unceasingly, the foreign high-end brand hastens to ground the Clothing Enterprise is bringing the inevitable pressure for China.
Cuts into the world market by the merger and acquisition
When the field also in praises elegant Gore to contribute 120,000,000 US dollar merger and acquisition US new horse clothing, when this until now Chinese apparel industry biggest overseas merger and acquisition document, as soon as another heavy case bomb frightened the people to jump: 87 year-old Pierre , Kadan planned finally sold him to manage the life brand Pierre Cardin.
Rises the trade Limited liability company healthily from initial to make public Guangzhou, to the Kadan road company, arrives at the Zhejiang Shengzhou Pakistan shell which again the midway appears, the Pierre Kadan purchase fights as if hits bustling with activity.
Guangdong Province Zhejiang chairman of the chamber of commerce Zou Lisheng confirmed in the telephone to reporter: Four Wenzhou merchants participation this time have purchased Pierre the Kadan item, from the discussion to the present, already had three month.
Sun Xiaofei, the Pan Changhai, Hong Jianqiao, Chen Xiaofei, is this purchase event's lead. What coincidence is, these four people are the Wenzhou Yongjia people.
But before then, these four unknown Wenzhou bosses, are pulling strings behind the scenes the different brand. The Pan Changhai is well-known brand Jinlilai has the serial products trademark right of use person in the Chinese skin, he is Sun Xiaofei the partner; Hong Jianqiao is Guangzhou especially Chairman Warren industry Limited company,fashion kids shoes, simultaneously is also Guangdong Province Zhejiang chamber of commerce routine vice-chairman, mainly manages the clothing, the box package, the handbag, the leather shoes, at present is the possessor who ascends the happy road Hong Kong Corporation Dadsolid registered trademark.
Now had not known that can purchase successfully, our idea is very simple, must buy the words, buy down in China's right of use. Kadan a road shoe industry corporation Li the surname person in charge disclosed to reporter that Sun Xiaofei these two days soon returns to homeland, he returned to homeland to be possible to know the result.
Is away from the study to international name brand zero
Many people possibly did not know, NIKE, GAP, BOSS, TOMMY, POLO, CHAMPION, Colombia and so on many brand's down clothings, the coldproof clothing stems from Bosideng clothing workshop.
The domestic colleague is relentless: Was already brand enterprise's Bosideng, why can also make the OEM processing? Bosideng objective point, is certainly not these processing charges, but through close the such cooperation, obtains the Daoist scripture.
In serves in the process for the international brand, Bosideng disciplines little oneself,infant flower girl dresses, practices own internal strength in each aspect. The quality emulates to the international name brand, did the international name brand regarding the quality harsh degree, how let Bosideng study from each detail making high-quality goods, the Bosideng brand's quality requirement, equally is now harsh with the international name brand, in certain details went beyond.
The technique of production first-class emulates to the whole world, the Bosideng large amount of money introduction has the international level firm process line, causes company's technology, the equipment and the level and the international synchronization, lays the foundation for the production high quality's product quality. Bosideng production base already became the Asian scale to be biggest, one of technical most advanced clothing production bases.
The research and development design pick manager of abundantly the numerous family: In the cooperation process, Bosideng knows the international technical tendency promptly, widely uses the high new lining, the environmental protection lining, studies the international name brand earnestly the design idea, with the Chinese market characteristic, the consumer psychology carries on the union, has formed both with the international synchronization, and manifests the Chinese characteristic, very draws close to the Chinese consumers Bosideng the style.
The attack is the best defense
In front of the financial crisis, south of Yangzi River cotton garment chose initiative has launched an attack. Conducts in January, 2009 the Hong Kong international fashion gathers together on the exhibition, occupied a remarkable position from Hangzhou's well-known brand south of Yangzi River cotton garment in the 5th hall. Was responsible for this display overseas marketing department's Manager Zhu Hao say that actually south of Yangzi River cotton garment this year already was second time participates in Hong Kong exhibition. What this time pushes in Hong Kong hosts is the Hangzhou south of Yangzi River cotton garment clothing Limited company serves under somebody's banner men's clothing CROQUISE (sketch) the brand, this is one has been seeking for the Chinese men's clothing's fashion trend and the design inspiration brand.
When asks the financial crisis has the influence to south of Yangzi River cotton garment, Manager Zhu very definitely replied: Affects not in a big way. In the domestic market, the sales network proliferated the nation, the shop already achieved more than 700, we had many `bean or sweet potato starch noodles '! In the international market, CROQUISE (sketch) the brand is very suitable the overseas brand the mouth position, price also high, we are Hangzhou start the overseas to capture most early, will have the very big development specially in the short-term overseas' development, through the cooperation, the form which formed a partnership successively in Moscow, Japan, Canada, national and the local and so on Thailand gate shop already was open for business, moreover the achievement was good.
As sends the point of force take the technological innovation
Talks about the brand innovation, Li Rucheng has the original insight: in 2006, China will drive into WTO this highway truly, the Chinese Enterprise together will observe the world market the rule, the international big alligators enter the Chinese market comprehensively, causes the brand to innovate imminently independently.
The technological innovation is not the castle in the air, must is an armchair strategist, it may not belittle regarding the market function. Elegant Gore clothing company General Manager Chen Zhigao indicated: The elegant Gore product insisted that `I have you not to have ', `you have me to be new '. If everybody is the similar products, then only then hits the price war. This to the brand mold is disadvantageous. Under the existing market development situation, we insist on the product maintain new product going on the market being in the lead.
While the technological innovation aspect makes the arrogant person progress, Li Rucheng still maintained the sober understanding: Although we had already had the world-class level in the technique of production, but in designed capacity also has the very big disparity with the international brand's design level. Strengthens the product research and development design domain the investment, will be in 2006 in a brand strategy important tactical movement. Tidal current trend which changes with each new day facing the market, elegant Gore understood fully holds the pivotal status .2006 years to the product innovation in the sale, elegant Gore will concentrate enterprise's advantageous resources, enlarges in the product research and development designed capacity the investment, the display industry chain superiority, enables the product the market competitiveness to obtain further promotion.
Acknowledges as teacher the international brand
Makes into a true international brand Shanshan, is my life the dream! As Chinese clothing many year overlords, Zheng Yonggang is not willing to satisfy obviously continuously in the Chinese market the achievement.
Along with the shortage economy time's conclusion, in addition the international brand massively entered, the Chinese market has had around the fundamental change .1999 years, Shanshan, elegant Gore, domestically produced clothing brands and so on Luo Meng please be left one after another big urban the upscale market. These national name brand has not run out the entrance to a country, already had been killed in the native place market by the international brand completely routed.
Zheng Yonggang actually thought that this is the time development inevitable result. A Shanshan sign package fights for state power, that is the shortage economy time peculiar circumstance. He believed that the true brand resembles Pyramid to be the same, top Italian luxury goods brand, world only then 5 shops, but our Shanshan such county lays down the mesh point, truly is the populace brand.
Between the ideal and the reality huge dropping variance, is stimulating Zheng Yonggang and his Shanshan. Zheng Yonggang ten time goes to Paris to inspect successively, he felt on these international famous clothing brand body to accumulate dozens of year even over a hundred year cultural connotation. China not too possibly creates the world famous brand in a short time,kids clothes, we mainly with international brand study, and develops the international market with the aid of them. Therefore, Shanshan has chosen with the enemy with the dormancy, the multi-brands, the internationalization strategy emerges the water surface.
Even if from today's point of view, Zheng Yonggang said that the `multi-brand internationalization ' the strategy is also the correct choice.
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