In the past 10 years, with the improvement of my country’s comprehensive national strength, industry strength and cultural confidence, Chinese textile and apparel brands have gained a firm foothold in the international market.
On May 10, 2014, General Secretary Xi Jinping emphasized during an inspection of China Railway Equipment that we should promote the transformation of China’s manufacturing into China’s creation, China’s speed to China’s quality, and China’s products to China’s brand. General Secretary Xi Jinping’s important instructions on “three transformations” have pointed out the direction and provided fundamental compliance for the high-quality development of China’s manufacturing industry. They have also made the pace of transformation and upgrading of the textile and apparel industry and the creation of Chinese brands more firm and powerful.
In 2012, the China National Textile and Apparel Industry Federation issued the “Outline for Building a Textile Power (2011-2020)” (hereinafter referred to as the “Outline”), which listed building a brand power as one of the four main lines of building a textile power. one. The “Outline” proposes to optimize the development environment, improve international awareness, and steadily promote the growth of “international famous brands”. It is necessary to increase the international recognition of oriental culture and “Chinese textile creativity” and promote product value enhancement.
By the end of the “Thirteenth Five-Year Plan”, the recognition, reputation and influence of “national brand” textiles and clothing have continued to increase. About 85% of the clothing and home textile brands of major domestic large-scale commercial entities are independent brands. The consumption scale of original trendy brands accounts for more than 15% of brand consumption. The textile industry has moved from the “going global” of products and production capacity to the “going global” of brands and capital.
Chinese brands enter the international fashion circle
The “Outline” proposes to encourage capital and independent brands to “go out” and adopt various forms to expand overseas. Marketing channels, through international publicity, international cooperation, international acquisitions and other means, strive to open a breakthrough for independent brand enterprises and products to smoothly enter overseas markets, break the monopoly of developed countries in marketing channels, cultural identity, design creativity, etc., and improve The international market competitiveness and influence of well-known brand products, well-known brand enterprises and well-known regional brands in my country’s textile industry have gradually reached the status of internationally renowned brands, further promoting the improvement of industrial brand value.
On this basis, in the past 10 years, more and more Chinese brands have stood on the world stage, constantly demonstrating the professionalism and strength of Chinese brands.
In 2012, Bosideng made a high-profile “going overseas” and opened a flagship store at 28 South Molton Street in London, England. Including property acquisition, demolition and decoration costs, Bosideng spent 350 million yuan. .
Although Bosideng’s brand overseas plan has had twists and turns, it cannot be denied that Bosideng’s step abroad has become a landmark step for Chinese textile and apparel brands to enter the international market.
In 2018, well-known designer Zhao Huizhou’s brand “HUI” became the first Chinese brand to enter the official schedule of Milan Fashion Week, making a high-profile appearance and achieving great success. Starting from 2018, for five consecutive years, Zhao Huizhou has successively launched “Silk Road Rebirth”, “Preface”, “Building”, “Chinese Actors”, “Chinese Tea”, “Chinese Lanterns”, “Chinese Opera” and “Chinese Nvshu” at Milan Fashion Week and other themed fashion shows. Not long ago, she once again brought the “HUI” brand to the 2023 spring and summer Milan Fashion Week in Italy for the 11th time and received great praise.
Also in 2018, sports brand Li Ning and fashion women’s clothing brand Peacebird officially appeared at New York Fashion Week. Also starting from this year, Bosideng has appeared on the fashion T stages of New York, Milan, and London International Fashion Weeks for three consecutive years.
Bosideng
“Leading with the brand, keeping pace with the times, and always being with consumers, this is the core of the brand Competitiveness.” said Gao Dekang, Chairman and President of Bosideng Group.
It is not just these familiar clothing brands that have entered the international stage.
In the home textile industry, Binzhou Yaguang Home Textiles Co., Ltd. (hereinafter referred to as “Yaguang Home Textiles”) is one of the earlier enterprises to “go global”. The company established Yaguang Australia in Sydney as early as 1998. It currently ranks first in Australia’s towel products industry, with a market share of 60%.
Vosges is a supplier for the 2008 Beijing Olympic Games. At the 2020 Tokyo Olympics, Vosges provided 10 million towels and won a good reputation.
“The annual production capacity of towel series products is 60,000 tons, ranking first in the world; the export volume has ranked first in China’s home textile industry for 23 consecutive years; there are more than 20,000 sales outlets nationwide, and the ‘Jieyu’ brand towels have continuously It has ranked first among the mainstream sales channels in the towel industry for many years,” said Xiao Maochang, chairman of Vosges Co., Ltd.
Culture and technology have become important engines
There has always been a consensus in the clothing and fashion circles: if a clothing brand fails to enter the core fashion If you don’t make a circle, you can’t call it a success.
“I want to truly bring Chinese design and Chinese brands to the international stage, so that the world can know and understand our innovative culture and ingenuity, not just traditional Chinese handicrafts.” Zhao Huizhou said.
In Zhao Huizhou’s view, only by relying on Chinese design can the essence of Chinese culture be vividly expressed. �Add wings.
With the help of the Internet platform, China’s textile and garment industry, which has been famous for its production and processing for many years, relies on its strong industrial chain foundation to integrate online and offline channels, allowing its products to quickly emerge from behind the scenes. He came to the stage and called his name in the international market. In a certain sense, with the help of the power of the Internet, today’s clothing brands have realized the “brand dream” in a very short period of time that traditional brands took ten or even decades to realize.
According to the report “New Global Consumption Trends and Chinese Brands Going Global”, in 2021, the global trust index of Chinese brands rose against the trend, and the impact increased by 6% compared with 2019. E-commerce platforms such as “SHEIN” have become popular overseas, attracting attention from the international market. ‘
In fact, many domestic consumers do not understand Xiyin. “Just because you don’t know Xiyin doesn’t mean it’s not fierce enough. ByteDance has even lost to it.” People in the fashion circle said this.
On August 30, Hurun Research Institute released the “2022 Global Unicorn List” in Guangzhou. There are 127 unicorns in the e-commerce industry on the list, with a total value of approximately 2.6 trillion yuan. Accounting for 9% of the total value of global unicorns. In the field of e-commerce, ranking first is Xiyin, a fast fashion cross-border e-commerce giant located in Panyu, Guangzhou.
The latest data shows that as a cross-border B2C company, Xiyin’s valuation in the latest round of financing was US$100 billion (92 billion euros), surpassing ZARA’s parent company Spanish Indide ( 62 billion euros) and Swedish H&M (18.5 billion euros).
The secret of Xiyin’s success is that it leverages the rapid response capabilities of the Internet and big data online, as well as the complete offline industrial chain advantages of my country’s textile and apparel industry, to achieve online and offline apparel fast fashion. “Changing lanes and overtaking” based on offline integration. The reason why it is called “Changing Channels” is because Xiyin has chosen the “online” method in terms of sales channels and acquisition and analysis of relevant data, avoiding the traditional “offline” congestion. track.
“The only martial arts in the world that cannot be defeated is speed.” Xiyin first puts it on the market through small batch orders to test the market’s reaction, and then uses back-end sales big data analysis to determine whether the product is likely to become a “hot item.” If the data shows that there is a high possibility of a “hot model”, then Xiyin will start to increase production and achieve rapid sales. The high costs incurred by starting the small order will be “diluted” by subsequent orders, thereby obtaining better results. operating income.
In this process, the big data system based on the Internet platform ensures that this link is faster and more efficient than the traditional sales model. Today, Xiyin has established a huge supply chain system consisting of more than 2,000 suppliers across the country. Many foreign consumers can not only see the latest clothing product push on their mobile phones at any time, but also receive express delivery from across the ocean one week after placing an order.
The supply chain model based on the big data system is also the key to Xiyin’s ability to effectively reduce production costs.
Another Chinese clothing brand that is little known to domestic consumers but sells well overseas is “ZAFUL”, which was established in 2014. As a female fast fashion brand that has only emerged in recent years, unlike Xiyin, it has chosen a more “tricky” entry point – swimwear.
Swimwear is a fast-selling category with a short update cycle in the European and American markets. Because of its small size, less materials, and lower sales and transportation costs, it can obtain greater profit margins. In our country, the supply chain of the swimwear industry is already very mature. Swimwear products are exported overseas, focusing on high cost performance, which has become a way to quickly open up the market.
In just a few years, ZAFUL has been promoted to become the number one export brand of swimwear in China. Ultra-fast new product updates have become a brand’s weapon. Its new products only take an average of 1-2 weeks from design to launch, with daily updates reaching 50-100 models.
As early as 2018, ZAFUL seized the opportunity and started live broadcast marketing. It also created the live broadcast platform ZAFUL live, which “live broadcasts bring goods” through its own platform, external cooperation platforms and social media platforms. .
In the “BrandZ China’s Top 50 Global Brands 2021” report released in May 2021, ZAFUL appeared on the list for the fourth time, ranking 43rd, and ranked second in the online fast fashion field. Second only to Xiyin.
It is not difficult to find that in the past 10 years, a number of Chinese clothing brands have burst into vitality in the international market by relying on online channels to “change lanes” and overtake.
“Digital marketing improves customer experience, digital products, services and the industrial Internet empower enterprise business model changes, digital R&D, digital supply chain, digital production, and digital management promote the reconstruction of internal operations of enterprises. Through digitalization Transformation and development allow companies to calmly respond to changing market and customer needs.” Yang Jinchun said that the blessing of technology and digitalization has allowed Chinese clothing brands to accelerate their own transformation and upgrading and stand firmly on the world stage.
Keywords:
Comprehensive national strength and brand going global
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Comprehensive national strength and brand going global
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