Brand changes from manufacturing to creating clothing, and open eyes want to enter the international stage

At present, the share of textiles is internationally advanced, but there is a lack of independent brands. Most of them are OEM or OEM, which is at the low end of textiles and clothing. Brand internationalization is the only way for "manufacturing" to "creation". So how can clothing brands move faster and more internationally?

The creation of design, supply chain and quality management, international sales channels and commercial channels are the three magic weapons of high standard brand clothing, and the challenges facing the internationalization of clothing brands also come from these three aspects. There are three modes of clothing brand internationalization: natural development, cooperative development and M&A development. Natural development requires a long process. During this period, brands must complete their recognition, familiarity and recognition abroad. The second is cooperation and development. Cooperation with foreign well-known brands drives independent brands, thus promoting the brand to the world. This requires superb negotiation skills and operational means. The third is M&A development, which is to acquire the stock rights of foreign well-known brands and quickly complete brand integration.

How to take the road of international brand M&A is also a problem raised by many garment franchisees. According to the development of the domestic clothing industry, M&A is only the beginning, and far from the end. Brand M&A is not only the acquisition of a trademark or an enterprise, but also the display of the rich content of a brand, including the creation of design capabilities, strong quality management, and perfect international sales channels.

What's more, how can garment enterprises build international brands? Now, Shaoxing County has formed a strong textile cluster, and the textile industry configuration is very perfect, which provides a qualified platform for the development of the clothing franchise industry. In recent years, Shaoxing County 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 moving towards the goal of international development.

What is gratifying is that the government pays more and more attention to the creative industry, and the atmosphere of creativity is getting stronger and stronger. Xiao Bian believes that what local enterprises should do now is to stand on their own feet, look at the world, and communicate with the world on a more international stage with a more open vision and more fashionable ideas.