The Study On Chinese Clothes Brands' Strategies Of Internationalization

With the development of science and technology and with the deepening of the globalization,the competition between enterprises tends towards globalization,and more and more enterprises will implement the strategy of the international brands on the agenda.The competition between enterprises is brand's competition.The possession of strong brands are the guarantee of winning market and gaining high profits.Many world-famous brand of clothing firmly control the international and domestic markets by brand's strategy.With China's accession to the WTO,the development of the China's clothing enterprises is gradually melting into the world's developing tide,and facing to compete with the world-facing brand. To win in the competition, the Chinese chothing enterprises are required the implementation of brand strategy of internationalization and establish an international brand.In recent years, with the rapid development of Chinese garment industry, China's textile and garment exports accounted for 24% of the world's total, that every four out of a clothing exports are made in china, our country has been the internationalization of the apparel,but the international is for products rather than the brand.However, the proportion of China's own brand is still very low, and only stay at the stage of manufacturing power,with the lack of China's own international brands.In the international market,Chinese clothing mainly rely on completing the production aspect for international brands and exchange for low processing costs. However, the appreciation of the RMB against the U.S. and the world financial crisis has led to China's garment export profits dropped, so that clothing enterprises are facing a great dilemma. To the plight of garment enterprises in China and have a competitive advantage in the international community,it is necessary to implement the brand strategy of internationalization with our own intellectual property rights. Therefore, research on the clothing brand strategy for the internationalization,and summarize in the internationalization of Chinese enterprises in the process of experience and lessons of our other brand clothing enterprises to implement a strategy of internationalization has a deep reference.This article is divided into six parts. The first part is preface, introducing the subject source, purpose and significance of research and related literature review. The second part introduce the brand internationalization theory. The third part introduce the urgency of the internationalization of Chinese clothing brands and the difficulties faced by garment enterprises in China. By analyzing the current situation and the reasons for the difficulties faced, we can get a way out for China's clothing enterprises-the implementation of brand internationalization strategy. The fourth part is the internationalization of China's apparel brands and foreign brands to try the success of enlightenment, through the garment enterprises of China's Shanshan and Youngor brand strategy for the implementation of the internationalization of the case, analysis of our corporate brand in the process of internationalization of experience and insufficient analysis of simultaneously foreign well-known clothing brands as well as the successful experience of China's garment enterprises enlightenment. Part five is the SWOT analysis of Chinese garment enterprises to implement the brand strategy for the internationalization. Through the analysis of China's garment industry facing the strengths, weaknesses, opportunities, threats, come to that the implementation of brand strategy of the international garment enterprises in China are the right choice. Part six is garment enterprises of China's implementation of brand strategy for international selection, focuses on China's clothing brand international selection of target markets and China's implementation of the international clothing brand strategy solutions.Through the researching on the implementation of brand strategy for the internationalization clothing enterprises of our country,we can get the following conclusions:First, the method of out of the way about China's garment enterprises is to implement the brand strategy of internationalization. The financial crisis made the chothing enterprises which do OEM business suffered a great impact, but also exposed the drawbacks of OEM. If we want to make our country at the same table with the foreign brands to compete and out of the plight of low-end value chain, the only way is to implement the brand strategy of internationalization through independent innovation, with independent intellectual property rights to an international brand.The second, the target market selection of Chinese garment enterprises to implement brand strategy of internationalization should be entered on a moderately developed country. Clothing enterprises with current situation and the characteristics, we should first enter in a moderately developed country in the target market selection, and then enter the developed countries, and finally become a world brand.