A Study On Chinese Clothes Brands' Strategies Of Internationalization

China, which always has a laudatory name of "The country of clothes ", is also ranged at the first place in the output and export of clothing in the world today. But china isn't a country advanced in textile and clothing industry because of the lack of the real big international brand. Through industrial analysis, we found that China relies solely on low cost and scale production while not on brand. Chinese apparel enterprises execute licensed manufacturing for leading brands, charging processing fees in percentage of sales price. However, the fierce competition of apparel industry propels world brands to further lower their costs, therefore the profit margin left for local firms is smaller and smaller. Meanwhile, some less-developed countries tend to replace mainland China as new processing bases. While many local firms concentrate too much on licensed manufacturing , neglecting the development of their own brands. To make it worse, the violent attacks of world brands bane local brands after China's entry of "WTO". Which way will Chinese apparel brands step on?China has a broad territory and a large population, and the comprehensive economic actual strength has been ranged on top in the world, but the enterprises who are really capable of competing in the international market are rare in china. After our country joins "WTO", the situation is advantageous for china to expand the international market, but facing the opportunities brought by the entrance to the 'WTO' and the stresses brought by the competitors from the international market, most Chinese clothing enterprises are relatively in the inferiority in the technical of manufacture and the way of management. However, in the process of the large-scale arrangement of textile and clothing industry, a large number of outstanding enterprises have been growing up and developing in multiplication, such as "SHAN SHAN" ,"YA GE ER","LU WANG","E ER DUO SI" etc, which are setting about carrying out the internationalized strategy and getting ready tostride into the world to internationalize the brands. Although they are all just starting, it's really a good omen, because our goal should be further when It comes the new situation. China has to "go out into the world" and follow the internationalized way to make itself a powerful country in the clothing industry of world.The essential reason why Chinese clothing enterprises are backward is the lack of the effective strategy of competition. At present, the strategy most suitable for the middle-and-small-scale enterprises is to focus one or two target markets, and exploit and sell the unique products to fit the target market, which is used by most the middle-and-small- scale enterprises at the very beginning. And the enterprises can strive for taking this as the pivot to enter and stay in the international market. Along with the enhancement of strength, the enterprise can develop several target markets one by one and promote a series of different products and service in order to realize the diversity of broad goals.The brand is the strategic property of the enterprise and also one of core competitive abilities. The establishment the international brands is the important way to get rid of the backward present situation, is hard to satisfy the requests of the developed market to the diversity of brand, and the value of brand which is formed in china can't be duplicated in overseas. What's more, it lacks the effective strategic brand management. These become the three obstacles in the process that the weak local bands make strides forwards to the strong international brands. In the upsurge of internationalization, we need to think calmly and objectively that: How can the Chinese enterprise realize the internationalization of the brand? How should the Chinese enterprises need to prepare in order to achieve the goal?Facing the rapid developments and changes of the world economics, we may say that goal of enterprises' management of the 21st century is surely to found the strong brand. We must firstly clarify constituent characteristics of the strong brand which can plan the correlate strategies of the brand management to achieve this goal. David A Aaker ,an famous American expert of brand believes that the reason why the strong brand has the great value and can create a huge profit for the enterprise , is that the strong brand has more then four important characteristics: the high well-knownness, the goodconscious quality, the stable loyal group of consumers and the powerful association of brand etc. Therefore, this article proposes five strategies to establish the strong brand.What's more, the article utilize massive words and analyses of cases to make the summary analyses to the road of internationalization of Chinese clothing brands, meanwhile make the appraisal to its internationalization tentative plan combining the actual situation of the brand "seven wolves". This article uses the method of case analysis to analyze the problem, and uses the method of comprehensive summary to solve the problem. As the achievement of this article, it explaines all sorts of difficulties which can emerge in the implementation of Chinese brands' strategies of internationalization, in addition, proposes the appraisal to the strategy of internationalization of "seven wolves" and also the suggestions to improve it.