Shanshan development road: lead the trend of Chinese clothing personality (Figure)

Starting from the establishment of Shanshan, the first well-known brand in Chinese suits, Shanshan people have embarked on a journey of unremitting innovation, change and development. In more than ten years of history, Shanshangufen (600884) not only found a healthy development path for its own company, but also used its profound industry insight, excellent management arts, and outstanding corporate culture for the Chinese garment industry. Development provided examples and made outstanding contributions.

With the advent of the personalized age of social demand, the individual needs of clothing and apparel have gradually become the mainstream of consumer demand. People have higher requirements for brand culture, brand personality, and brand product characteristics. Shanshan people believe that clothing companies must have a long-term development, can no longer rely on a single brand to meet all consumers, but must be able to launch products with different styles and cultural connotations to meet the brand pursuit of different consumers. At the same time, the fierce competition caused by the international economic integration has made it harder for companies to rely on their own efforts to explore the path of development and keep up with international trends. Only through further strengthening of cooperation with internationally advanced companies can companies draw on these companies. The advanced experience in brand management, management and cultivation can enable Chinese garment enterprises to achieve healthy development.

A few years ago, Shanshan Co., Ltd. drastically reformed the Shanshan brand management system that was originally built with a production and operation operation model, and vigorously promoted a franchise model. The franchise business model is a correct measure for Shanshan to adapt to changes in the market and follow international apparel business practices, and it also lays the foundation for the multi-brand international development strategy. Shanshan believes that multi-brand and internationalization is a business model that creates value through nurturing brands and brand enterprises. After years of practice, the enterprise has opened a multi-brand internationalization strategy with a forward-looking vision and an international perspective. Up to now, Shanshan has formed a domestic market with different styles and positioning of branded clothing to meet different levels of consumers. It has a number of international brands, and stores (offices) spread across major cities in China.

Shanshan has been cooperating and communicating with world-renowned apparel companies in the mid-1990s on business management. In 1999, the company signed an agreement with Italy’s Farao Co., Ltd. and ITOCHU Japan’s three-party agreement. Through three-way cooperation, complementary advantages, and resource sharing, the company formed an integrated system from design to product, brand agency, and sales, and launched the Ma Dai Ai. Sani brand has achieved tremendous success and widespread influence. In turn, the company has successively cooperated with world-class companies such as Japan Daidong Textile, French Lekac, DuPont, and Callaway. At present, Shanshan Apparel has owned many international famous brands such as Malang Aisani, Callaway, Lekac, Shaxi and Renault. It is currently negotiating with Lubiam and Hartmax of the United States regarding cooperation and brand introduction issues.

Shanshan's multi-brand internationalization strategy relied on the rich resources and advantageous strategic position of Shanshan Co., Ltd., relying on the successful elements of Shanshan's business operations for more than ten years, based on the concept of continuous innovation and scientific operation methods, and constantly creating A successful clothing brand and a branded apparel company will increase the competitiveness of Shanshan and expand the profitability of Shanshan. This will open up a new path for Shanshan’s development in the new century, which will build Shanshan into a powerful force. Internationally competitive large-scale international clothing companies.