Shanshan Group Shows How Large Companies Seek New Developments

Based on China's well-known trademark "Firshan", Shanshan Group has established a "multi-brand, international" development strategy through cooperation with top-ranking companies such as Japan, Italy, and France, and has actively expanded its product line. The Thinking of "How Large Companies Seek New Development" in the Industry.

From 15 years ago, Mr. Zheng Yonggang established the “Fushan” men’s wear, always sticking to the road of the brand, ensuring the high quality of the products at the same time, and endeavoring to build a large and complete marketing system. Shanshan Group's decision-making layer believes that there are two strategic reasons for choosing “multi-brand and internationalization”: the advent of a personalized era for social needs, and a garment company must have the ability to meet the brand needs of different consumers if it wants to have a long-term development. International economic integration has led to increased competition in China's apparel market, foreign multinational brands have become localized, and the internationalization of domestic multinational brands has become a trend. Under this idea, in recent years, Shanshan Group has been committed to international cooperation. Through acquisitions and new creations, it now has Shanshan, Fa Hanshi, Malang·Isani, Vatican, and Yidan. There are 22 brands such as slaves and Kosugi, and nearly 3,000 stores (halls) are located in major cities in the country and some European and American mainstream shopping malls. At the 2005 China International Clothing & Accessories Expo, the Shanshan Group brought its 14 brands to the “Firshan Special Pavilion” to fully demonstrate its “multi-brand, international” development.

According to Zheng Yonggang, president of Shanshan Group, the group's goal in implementing this development strategy is to become an enterprise group that produces apparel brand companies, to occupy a broader apparel market with brand groups, to gather new core competitiveness, and to fully refresh the Shanshan industry. Pioneer image, and strive to have more than 30 clothing brands by 2010, of which more than 70% of international brands.

The Shanshan Group’s publicly-publicized concept of development has aroused widespread concern and consideration among the industry's people: Can Shanshan achieve this goal? Is Shanshan, which is already a large team, able to achieve a new leap through the "multi-brand" horizontal expansion and international operation? What are the trends in the demand for large companies and brands in the international apparel market? Some experts believe that the global market position of Chinese clothing and the current strength of Shanshan are the two pillars that support the expansion of its international scope, while multiple brands under one group can achieve internal organic combinations in the market. The collection function should be able to "1+1>2", but it should be noted that different brands must choose the most effective business model according to the characteristics of the target market, and avoid the use of similar marketing plans by groups. Experts pointed out that Shanshan wants to succeed on the road of “multi-brand and internationalization” and should pay more attention to the cultivation of the competitiveness of different brands in their target markets. The strength of the group is strong. backing.

Another analyst in the industry believes that with the cancellation of international textile quotas and the advancement of trade liberalization, as one of the leading enterprises in the apparel industry in China, it is inevitable that Shanshan Group will choose to take the international route because the Chinese clothing industry and garment enterprises In the international arena too need the right to speak, need to go through a large number of independent brands, on behalf of the Chinese clothing "speak." Shanshan Group chose to internationalize through the management of multiple brands, and there will be other strength companies going to the world in one way or another. It is no doubt that the one and another powerful clothing group is going to the international world for the needs of Chinese clothing. Good things.