China's Men's Clothing Industry Observes The International Road Of "Dancing With Wolves"

　　 Men's wear brand Participate in internationalization with a more proactive attitude.

In February 17, 2012, London Fashion Week On the first day of the opening ceremony, Chinese men's wear brand Yiwen ( EVECINA On the stage display, let foreign counterparts feel the fashion attitude of contemporary China.

This is the first time Chinese men's wear brand has entered London Fashion week. Harold, chairman of the British clothing association, said: "Britain knows little about the original clothing brands in China. As a rising industry in China, we are very much looking forward to the combination of creative industries in China and the United Kingdom."

Harold did not include Bosideng in his "little knowledge".

As early as in September 2008, Bosideng men's clothing and British 100 Century chain store brand Green Woods (GREENWOODS) strong combination, opened two flagship stores in Britain, they are located in the Suffolk County and Lincoln County's bustling streets, the area is about 200 square meters, created the Chinese independent men's clothing brand landing in the European market. At the same time, Bosideng's British "100 store plan" also started simultaneously.

In June 2011, Bosideng spent 20 million 50 thousand pounds on the property of Oxford street near the west end shopping centre, as a group's down and men's flagship store and European headquarters, an important move for the group to expand the British market.

However, unlike Bosteng men's direct way of opening flagship stores overseas, more clothing enterprises are practicing their internationalization through overseas acquisitions, international brands and overseas talents.

In 2008, YOUNGOR completed the merger and acquisition of the new Malaysia clothing group, the core business department of the famous clothing company Kellwood (KWD), which is the first overseas merger and acquisition of Chinese garment enterprises. In 2010, Shandong Ruyi group bought the Renown company, the largest garment operator in Japan. For many years, Shanshan has been committed to acting as an international high-end brand. Today, the international brand of Shanshan has already reached more than 30, and its operating income exceeds that of its own clothing business. Last year, Shanshan and Japan Mitsui Group entered into commercial real estate and opened Mitsui orlies.

Among them, last year, a symbol event of men's clothing market was the acquisition of Hangzhou Kenna by seven wolves.

After buying Kenna Hangzhou, the seven wolves won the agency business of Connally (Canali) and Versacecollection (Versace) in mainland China. The addition of seven wolves can enhance Hangzhou Kenna's voice and attractiveness in the agency of international brands.

"Acquisition of Hangzhou Kenna is of great significance. First, strengthen international brand cooperation; two, seven wolves create international luxury brands to enter the Chinese market agent platform, and the three is to offer seven wolves brand access to the international arena to provide opportunities for communication." Zhou Shaoxiong said, "through the cooperation with international brands such as Canali, we can promote the internationalization process of the seven wolves brand, and better integrate the international and create fashion." Zhou Shaoxiong said that after the acquisition of Hangzhou Kenna, through participation in international well-known brand operation, absorb the international famous brand's advanced experience in product design, organization order, terminal management and so on, improve the overall management level of the seven wolves.

In fact, just in the past 2011, more active and active pursuit of internationalization has become the biggest highlight of garment enterprises going out in 2011. Driven by the dominant enterprises in the industry, more and more brand enterprises begin to seek to go abroad and participate in the process of internationalization.