Play sports casual wear Shanshan again brand strategy killer

Once upon a time, foreign fashion has been leading the market trend of Chinese clothing brands. However, with the improvement of China’s international status, the influence of “Chinese culture” on the world has become far-reaching. A few days ago, Shanshan's combined experience with international mature brands enabled ShanShanSport to return to Chinese fashion at the beginning of its birth, adding a strong touch to Shanshan's "multi-brand, international" strategy.

Susan Sports & Leisure Category “—ShanShanSport?’s grand celebration.

ShanShanSport, which is positioned in Chinese fashion and made in China, tells a brand new dress culture and lifestyle, and is filled with a Chinese fashion culture. Personality, taste, confidence, wisdom, and romance coexist, allowing consumers to create themselves and surpass themselves in ShanShanSport's dress. People in the industry believe that “ShanShanSport” is a fashion brand with “Chinese characteristics”, which embodies the hard work and hardships of Shanshan’s transformation and innovation in recent years.

Looking for a crisis to break through

“Multi-branding and internationalization” is the core of Shanshan’s industrial transformation. Although this brand operation model has a long history in many apparel developed countries, there are still many different voices in the Chinese apparel industry.

Regarding this, Zheng Yonggang, the chairman of Shanshan Group, always takes the initiative to criticize: whether it is criticism or criticism, I will not take the initiative to comment. I insist that one is best for myself. Some industries pay attention to “economies of scale”, but some industries should pay attention to “economy scale”—the most economical and most suitable scale. Clothing is such an industry. The clothing industry does not do much unless it is multi-branded. A brand cannot be big. This is true in the apparel industry all over the world. In the future of personalized consumption, there will be more and more brands, and the share will become smaller and smaller.

After 1997, Zheng Yonggang deeply felt that the Shanshan's production capacity must be controlled, so he devoted himself to multi-brand and international operation. Zheng Yonggang said that the biggest flaw in China's garment industry is that there are no international brands. Some of our self-righteous clothing brands merely satisfy the needs of mid- to low-end markets, and consumer demand for international brands is gradually expanding. Domestic high-end shopping malls are almost monopolized by international brands. Why? Because Chinese clothing brands have not yet reached this level, cutting-edge consumers always choose international brands.

Zheng Yonggang believes that brands do not have borders. You cannot stop consumers from choosing international brands. This is an objective reality. Who should do the international brand? Modern clothing is not from China, so we must learn. Shanshan cannot avoid. We must "kick" international big names.

Many of the world's leading brands have established joint ventures with Shanshan and are controlled by Shanshan. Zheng Yonggang sees this as the pride of Shanshan. Shanshan's management of so many international brands does not actually rely on itself but on the basis of mutual recognition with world-class brands and allocate the most reasonable resources.

Authoritative sources believe that world-class brands are optimistic about the Chinese market, but they do not see the power of Chinese clothing brands operating brands. They chose to cooperate with Shanshan, mainly because of Shanshan's internationalization concept. At present, most of China's apparel companies are still lacking in the concept of internationalization.

According to reports, in the international brand cooperation, the core part is not completely run by the Shanshan people, but the parties involved. French and Italian brands are all placed in their respective countries, and about one-third of the products are made in China. Zheng Yonggang said that in fact, cooperation is harder than competition. Cooperation needs compassion and tolerance. With the foundation of international brands, Shanshan can develop its capabilities in the Chinese market. This does not refer to tangible sales channels, but refers to the invisible trade routes. We would like to use the road of independent brands for 10 years or more.

Architectural Brand Legion

This "ShanShanSport" debut not only confirmed the profound influence of Zheng Yonggang's "multi-brand, internationalization" theory on the creation of independent Chinese apparel brands, but also confirmed to those who had questioned the initiative, "multi-brand, internationalization." Has an extraordinary industry shock.

The Shanshan Group, which is known as the “Dream Team” of the Chinese fashion industry, through its cooperation with world-class companies, currently operates the Shanshan, Marco Azzali, Renoma, Lubiam, LeCoq, Fa Hanshi, Italiano, Majibo And other 22 brands have influenced different levels of consumer groups with different styles and positioning. The successful operation of the "multi-brand, internationalization" strategy has enabled Shanshan to surpass the current industry competition pattern in which the apparel industry fights and fights, and quickly climbs to the development of low-risk, low-input, high-profit, high-growth brand diversification. New realm.

Zheng Yonggang said that cooperation with international brands has been growing for a few years now, and the cultivation period is shorter than I thought. At present, brands like MacroAzzali already have a good momentum. Our Italian partner requested repurchase of additional shares. In the next three years, these international brands that we cultivate will surely bring good returns. We are now doing brand operators. Like Nike, Louis Vuitton and ITOCHU Corporation, Shanshan is investing and controlling many fashion brands with capital as the link. What we are now taking is the way that multinational companies make money.

Relevant statistics show that in 2005, Shanshan's clothing sales increased by 25.8%, and its profit increased by 59%, far exceeding the scale of Shanshan's single brand. With the acceleration of China's integration into the world economic integration process, "a brand hit the world" has become an old dream yesterday. For this reason, Shanshan Group has continuously developed a series of successful brands with unique characteristics and clear target markets, and has opened up new markets at multiple levels. In the end, Shanshan Group will also occupy a broader market development and living space with the strength of its brand army.