Fu Guangwei: Shaping the International Color of Clothing Brands

China's textile industry holds a prominent position globally, yet it still lacks strong domestic brands. Most of the products are manufactured on behalf of foreign companies or operate under OEM models, placing them at the lower end of the global fashion value chain. To explore the path toward international branding for Chinese apparel, Fu Guangwei, deputy director of the China Textile Information Center, emphasizes that brand internationalization is essential for transitioning from "Made in China" to "Created in China." Reporter: How can Chinese clothing brands expand internationally more quickly and effectively? Fu Guangwei: Building a successful international brand requires innovation in design, a robust supply chain, and effective quality management. Additionally, establishing solid international sales and business channels is crucial. These three pillars define world-renowned fashion brands, and the challenges Chinese brands face in going global often stem from these very areas. There are three main strategies for internationalization: organic growth, cooperative development, and mergers and acquisitions. Organic growth takes time, requiring Chinese brands to gain recognition and trust abroad. Cooperative development involves partnering with well-known international brands to elevate one’s own image and reach. This approach demands strong negotiation skills and strategic execution. Mergers and acquisitions offer a faster route by acquiring foreign brands, allowing for quicker integration into global markets. Reporter: What should Chinese companies consider when pursuing brand M&A? Fu Guangwei: M&A is just the first step. It's not just about buying a trademark or a company—it's about acquiring the rich brand equity behind it. This includes creative design capabilities, strong quality control systems, and established international distribution networks. For example, in November 2007, Youngor successfully acquired two U.S.-based brands, SmartT and Xin Ma. These companies specialized in shirts, T-shirts, and trousers—similar to Youngor’s core business. Through this acquisition, Youngor gained access to advanced design expertise, international operational experience, and a well-established U.S. distribution network. This allowed the brand to enter the U.S. market swiftly and transition from a domestic label to an international one. Reporter: How should Shaoxing County’s garment enterprises build international brands? Fu Guangwei: Shaoxing has developed a strong textile cluster with well-established infrastructure, providing a solid foundation for the garment industry. Recently, the county has aimed to become an international textile manufacturing hub, a trade center, and a creativity hub. This vision reflects the local government’s and businesses’ growing ambition to go global. The apparel industry offers unique development opportunities beyond just fabric. It involves accessories like buttons and zippers, as well as design, product development, and comprehensive brand management. Personalization and differentiation are key characteristics. However, there is still room for improvement in the full garment supply chain in Shaoxing. Despite this, Shaoxing’s garment companies have significant strengths, supported by the region’s thriving textile industry. The local government is increasingly focusing on the creative sector, fostering a more vibrant and innovative environment. Companies need to be self-driven but also globally aware, embracing open-mindedness and modern ideas. They should actively engage on the global stage and communicate with the world.

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