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China'S Clothing Industry: National Brands Adhere To The International Dream

2012/3/20 21:19:00 6

Quanzhou

The birthplace of the Chinese clothing industry has witnessed the development of too many sportswear enterprises from the original small family workshops to today's famous enterprises.

Anta, XTEP, PEAK, and 361 degrees, these household brand names have moved from Quanzhou to the whole country.

However, in

Internationalization

Nowadays, with the acceleration of the process, China's local enterprises are also thinking about how to advance into the world and rush into the international line in the face of Nike and Adidas.

In fact, the dream of China's sports brand has never stopped.

Take PEAK as an example, as early as in 2003, PEAK was willing to become a CBA strategic partner, locking basketball strategic marketing.

In 2005, "

PEAK China

"Appearing in the NBA arena, and signing the Houston Rockets star Sean Battier as spokesperson, became the first Chinese sports brand to enter the NBA arena.

In 2007, PEAK formed an official market partnership with NBA.

A few days ago, PEAK successfully signed the heat and opened two global flagship stores in Hollywood.

In recent years, PEAK has accelerated its internationalization strategy and has established more than 200 sales outlets worldwide. It has registered trademarks in more than 160 countries and regions such as the United States.

PEAK CEO Xu Zhihua claims that by 2015, PEAK's overseas sales will account for 50% of its total sales and will be on an equal footing with domestic sales.

In Xu Zhihua's view, while adhering to China's two or three line important market, the company has been working hard to explore the international path and, in turn, promoting its sales in the Chinese market by enhancing international influence.

Xu Zhihua believes that, like the development of enterprises to a certain stage, we must rush out of Quanzhou and go all the way to the country. Taking the road of internationalization is the only way for sports brand, otherwise it will be lost by rival PK.

The key Road Sports Consulting Co., Ltd. CEO Zhang Qing also holds the same view.

He told our reporter that sports is global, and even if the Chinese market is in the mainland, product development and management must also be internationalized.

Consumers accept the impact of global information. We must look at sports brands from a global perspective.

But enterprises must first be rooted in the local market. The Chinese market has enough potential and space to support the growth of Chinese enterprises.

With the continuous development of China's sports, the enhancement of China's soft power and the enhancement of internationalization, enterprises will gradually enter the international market.

China's sportswear brand is in the forefront of the international market. It also needs a long look and a more determined pace.