2011 Sino US Clothing Brand Cooperation Development Symposium Held

Strengthening Sino US brand cooperation and promoting the internationalization of local brands

With the deepening of global economic integration, China clothing It is playing an increasingly important role in the global garment trade. Over the past ten years, many outstanding local brands have sprung up in China. But overall, the domestic high-end clothing brand market has been occupied by top international brands. The international second-line and three line brands have entered the Chinese market faster and faster, and more and more. brand International challenges.

In order to promote the common development of Chinese and American clothing brands, help large Chinese enterprises understand the entry into American Apparel. market China's Textile Information Center and the people's Government of Humen town of Guangdong, jointly with the relevant U.S. agencies, successfully held the "2011 Sino US clothing brand cooperation and development seminar" in November 20th.

Sun Ruizhe, vice chairman of China Federation of textile industry, Wei Lin, director of the media center of China Textile Industry Federation, Fu Guangwei, deputy director of China Textile Information Center, He Ying, Ministry of Commerce, foreign trade department, and other leading experts, renowned experts and scholars in the domestic industry, representatives of famous brand clothing in the United States, Triangle investment limited liability company of the United States, representatives of leading enterprises in Humen and other domestic brand clothing companies attended more than 100 participants.

This conference is about the internationalization of Chinese and American fashion brands, and how China's clothing brands enter the US market through the acquisition of American clothing brands. In "going out and coming in", more and more Chinese textile and garment enterprises will gradually complete the system layout of "from the point to the surface" in the international market by means of capital leverage and business strategy such as mergers and acquisitions, agency and joint ventures, relying on outstanding overseas channel resources and management mode, so as to make "made in China" achieve the leap forward development of "Chinese brand".

In recent years, the trend of mergers and acquisitions has become increasingly popular. YOUNGOR's acquisition of new Malaysia and Shandong Ruyi group has become the largest shareholder of the Japanese Rena group through the third party's new issuance of new shares. The Hongkong YGM trading company has acquired the old British luxury brand, agashi Dan, and Wenzhou Cheng Long Limited by Share Ltd to acquire Pierre Cardin; Bosideng, Jiangnan Buyi and other excellent Chinese brands have opened stores overseas, opening the strategic layout of the international market from "OEM" to "create brand". In his speech, Sun Ruizhe analyzed the M & A cases and pointed out that the process of "internationalization" and "localization" in the future will focus on a series of aspects such as technological innovation, talent docking, capital operation, channel extension and cultural integration. The process of mutual integration should be "quality growth". "Quality growth" is not just a simple expansion of channels and capital, but based on the concept of win-win and effective integration and sustainable growth in resource complementarity.

In the speech, Fu Guangwei, deputy director of China Textile Information Center, analyzed the four driving forces and four major resistances of brand development, and put forward that quality, innovation, quick response and social responsibility are the four elements of brand building and development.

The experts also discussed in detail the risk of overseas mergers and acquisitions, mainly the two cultural integration issues. Many Chinese textile and garment enterprises to buy and buy are all for one purpose: buy a trademark back, paste their own clothes and then sell. Enterprises do not have a deep understanding of mergers and acquisitions themselves. For example, if they want to buy a brand abroad, they should first think about how to make cultural integration, how the two companies become common companies, and how to make profits abroad and domestic. Many enterprises often break off foreign resources, leaving only trademarks. This is not a merger but a "deck". The real merger is to integrate, not only the Chinese market also needs foreign markets, including foreign stores and foreign influence, and after merger and acquisition, it can make greater development in foreign markets through integration.

At the same time, the participants agreed that cross border M & A is undoubtedly a shortcut to the internationalization of Chinese enterprises. It can not only get a long history of brand, advanced technology and overseas channels from the other side, but also overcome trade barriers, anti-dumping investigations and other factors. This not only enables enterprises to become famous overnight, but also accelerates the growth cycle of enterprises. But shortcuts also mean opportunities, risks and challenges.

At the meeting, the Humen clothing and apparel industry association signed a brand cooperation strategy agreement with the US Triangle investment limited liability company, and more than 20 American clothing brands introduced the intention of merger and acquisition. This seminar will help us to cooperate in the field of clothing and explore a harmonious and win-win business model. It will also play a very realistic role in building the international atmosphere of the garment industry in Humen and improving the investment environment of the industry.