How To Make Chinese Clothing Brand Internationalization?

In recent years, the internationalization process of local brands is getting better. However, the internationalization of more local brands is just a window to try and trial and error. According to the current operation situation of local brands, the internationalization process has a long way to go and a great challenge.

First, the internationalization of local brands is the inevitable trend of the development of the Chinese market in the past more than 40 years. fashion Culture;

Second, at present, Chinese brands benefit from the capitalization help brought by the rapid development of China's local market, and have more capital strength to participate in the international market competition. However, the competitiveness of the brand is generally weak, and European and American fashion is the mainstream fashion industry market. The premium of Chinese local brands is not high, the brand lacks cultural details, and more is the product brand.

Third, the participation of local brands in internationalization is just the merger and purchase of two or three brands of European and American brands into the Chinese market, or brand IP authorization, or European and American celebrities endorsing, or opening a number of stores showing that internationalization process is somewhat elementary, and has not really integrated into the mainstream consumer market;

Fourth, the road to internationalization is a long way to go. According to the reality of low value, low quality, low technology and low gross profit of local industry in China, most of the premium is not high. market It is also a large-scale mass brand, so in the past two years, the birds, such as Taiping bird, Lining and Barbara, who are making noise in the international market, are still scheming how to further expand and expand in the domestic market consumption upgrading.

Fifth, the internationalization path is not only in the European and American markets, but also an attempt in the Hongkong, Macau and Taiwan capitalist market. The same Asian population in Southeast Asia is also a low cost expansion. Along with the way to Central Asia or Africa, it should be the best choice for Chinese mass brands.

Sixth, our understanding of internationalization is not just to import or go out, but also to consume in China. market Further scale, China's local market will gradually become an important consumer market in the international market. When the international brand has not yet entered the market, we should speed up the layout of the market and brand, do well in the vertical market depth of the brand, take a deeper root, and make the world brand in the same category.

Seventh, the internationalization of brands requires the top-level design of brands, the world outlook of international brands, the integration of brands, products, stores, consumers, and the international market. It can not be entered into the international market solely by its own understanding of advertising and publicity. This way is only propaganda and has no real understanding of the local consumer market lifestyles or scenes.

Eighth, different countries have different brand culture understanding. When the local brand DNA lacks its own brand, it is impossible for the local market to accept the quick success and instant benefit, spend a lot of human property and time to make the so-called internationalization. What is the meaning of the so-called internationalization? Appropriate, suitable and profitable brand is the right way. Otherwise, the internationalization of waste money will affect the Chinese enterprises and brands can not survive.