Fu Guangwei: Shaping the International Color of Clothing Brands

China's textile industry holds a prominent position globally, yet it lacks strong, independent brands. Most of the products are produced under OEM (Original Equipment Manufacturer) models and remain at the lower end of the global fashion value chain. To explore the path toward international brand development, Fu Guangwei, deputy director of the China Textile Information Center, emphasizes that brand internationalization is essential for transforming "Made in China" into "Created in China." **Reporter:** How can Chinese clothing brands go global more quickly and effectively? **Fu Guangwei:** The three key pillars of world-renowned fashion brands are innovation in design, supply chain efficiency, and quality management, as well as effective international sales channels. The challenges Chinese brands face in their international expansion largely stem from these areas. There are three main approaches to brand internationalization: natural growth, cooperative development, and mergers and acquisitions. Natural growth requires time and patience, during which Chinese brands must earn recognition and trust abroad. Cooperative development involves partnering with foreign established brands to elevate their own brand presence on the global stage, which demands strong negotiation skills and strategic execution. Mergers and acquisitions offer a faster route, allowing companies to acquire foreign brands and integrate them efficiently. **Reporter:** What should Chinese companies consider when pursuing international brand M&A? **Fu Guangwei:** M&A is just the starting point. It’s not just about acquiring a trademark or a company—it’s about embracing the rich content behind the brand, such as innovative 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 brands specialized in shirts, T-shirts, and trousers—areas that aligned with Youngor’s core business. Through this acquisition, Youngor gained access to advanced design capabilities, international operations expertise, and a well-established U.S. distribution network, enabling it to enter the American market rapidly and transition from a domestic brand 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 its garment industry. Recently, the county has aimed to become an international textile manufacturing hub, a trade center, and a creativity hub. This strategic positioning reflects both local government and enterprise efforts to move toward global development. The apparel industry has unique development pathways, involving not only fabrics but also accessories like buttons and zippers, garment design, product development, and comprehensive brand management. Personalization and differentiation are key aspects of the industry. However, there is still room for improvement in the full supply chain of the garment industry in Shaoxing. Despite this, Shaoxing’s garment companies have clear advantages, supported by the strong textile industry. What’s encouraging is that the local government is increasingly focusing on creative industries, fostering a vibrant and concentrated creative environment. Companies in the area now need to be self-driven, globally aware, open-minded, and trend-conscious, ready to engage with the world on a larger scale.

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