Research On The Internationalization Of Chinese Apparel Brands Under The New Development Pattern Of "Dual Circulation"

Relying on the national branding strategy,Chinese apparel enterprises are moving from the stage of made-in-China to the high-quality development of created-in-China.Under the new development pattern,how Chinese apparel brands can attract global commodities and resources with the Chinese large domestic cycle,in order to create new international cooperation and competitive advantages,is an urgent problem to be solved.Derived from the Eclectic Theory of International Production,this paper includes theoretical analysis,case study together with empirical analysis to study the factors influencing the internationalization level of Chinese apparel brands,so as to find innovative ideas on how Chinese apparel brands can operate internationally in the"Dual Circulation".The conclusions found in this paper are as follows:firstly,some of the top Chinese apparel brands involved in international operations still have the shortcomings in competitiveness,differentiation and strength compared with renowned international apparel brands.Secondly,the internationalization of Chinese apparel brands needs to learn from the outstanding experiences of their foreign peers and integrate international high-quality resources;meanwhile,it needs to make full use of the benefits of the domestic market from the "revival of national products" and give full play to the brand’s own characteristic advantages.Thirdly,the internationalization level of apparel brands is positively influenced by the knowledge and technology assets as well as the size of these assets,especially in the background of "Dual Circulation",Chinese apparel brands should pay more attention to brand construction and value enhancement.Based on the above conclusions,we propose countermeasures for the international development of Chinese apparel brands in the new development pattern,both from the macro governmental perspective and the micro corporate perspective.On the one hand,the government should step up efforts to encourage and support independent innovation and intellectual property protection,so as to create a friendly domestic and international business environment and provide smoother access between the two markets.On the other hand,enterprises should continue to upgrade their capabilities in terms of product technology,asset scale and operation management based on the "inner circle" in the domestic market,meanwhile steadily carry out international business in the "outer circle".