From May 10th to 14th, the 8th China Brand Day was held at the Shanghai World Expo Exhibition and Convention Center. This year's Brand Day continued the main theme of the previous two sessions of "Chinese brands, shared by the world", and a large number of domestic brands going to the world also gathered here.
Red Star Capital Bureau noticed that the domestic small household appliances, clothing and textile industries have undergone a transformation from production capacity to brand overseas, and at the same time, domestic brands have begun to become popular in Europe, America, Japan and South Korea.
In the past few decades, foreign home appliance brands such as Toshiba, Philips, and Panasonic, as well as foreign clothing brands such as Nike and Adi, have entered China, set up factories and manufacturing in China, and mainly have Chinese production capacity going overseas.
In recent years, Timke, Xiaoxiong Electric (002959. SZ) as the representative of the domestic small household appliance brands with new categories, new technologies, with Li Ning (02331. HK), Bosideng (03998.HK) HK), three guns as the representative of the domestic clothing brands have also brought national tide design, advanced fabrics have gone to sea.
01
Domestic small household appliances "again" to the sea
The core is new categories and new technologies
Red Star Capital Bureau has noticed that in recent years, domestic small household appliance brands have sought growth abroad.
Different from the previous production capacity to go overseas, in recent years, domestic brands have relied on new categories and advanced technology products to harvest overseas markets and realize brand going overseas, such as lawn mowers, smart trash cans, projectors, floor scrubbers, smart massagers and other domestic smart home appliances have been greatly welcomed overseas.
Xiaoxiong Electric, which participated in the exhibition, has just doubled its overseas business in the past year. In 2023, Xiaoxiong Electric will achieve foreign revenue of 370 million yuan, a year-on-year increase of 105.66%.
On May 11, Xiaoxiong Electric told the Red Star Capital Bureau that this was related to the change in the company's overseas strategy. "In the past, Xiaoxiong's overseas business was mainly ODM foundry, but now it is mainly based on independent brand overseas and cross-border e-commerce business."
According to Xiaoxiong Electric, the company has made continuous investment in overseas markets, set up a professional product, operation and sales team, and formulated different product strategies and sales strategies for different countries and regions, so that Xiaoxiong can quickly enter overseas markets, especially in Southeast Asia.
Xiaoxiong Electric's booth on China Brand Day was photographed by Red Star Capital Bureau
In 2023, the sales revenue of the Timco brand will be 7.271 billion yuan, a year-on-year increase of 5.24%, of which the overseas business revenue will increase by 40.5% year-on-year.
On May 11, Timco told the Red Star Capital Bureau that at present, Timco's products are selling well in the United States, Canada, Japan, Germany, France and other countries and regions. During Amazon Prime Day in July 2023 and autumn 2023, Timco floor scrubbers ranked first in the market share of important sites in the North American and European markets, with sales soaring by 54% and 120% year-on-year, respectively.
"The core competitiveness of Timco is essentially technological innovation." Timco said to the Red Star Capital Bureau.
Timco also mentioned: "At the same time, Timco has formulated precise and intrinsic products and marketing strategies according to the market characteristics of different countries and regions, such as laying more carpets for American families, Timco has launched the Carpet one carpet cleaning machine; In response to the needs of European breakfast toasters, Timco launched the Toasty one toaster. ”
02
Domestic clothing "again" to the sea
The core is quality and R&D design
The Red Star Capital Bureau also noticed that a large number of brands in the garment and textile industry, which had previously mainly gone overseas with production capacity, had also opened the road to the sea.
In 2023, Li Ning's overseas revenue will be 532 million yuan, an increase of 16.6% year-on-year. Further back, in 2022, its overseas revenue increased by 53.9% year-on-year.
Bosideng's overseas business has also made great strides, iteratively upgrading the operation service of its London flagship store, upgrading its overseas brand positioning from a mass brand to a high-end down jacket brand, and appearing at major international fashion weeks. It is reported that in 2023, Bosideng's brand value evaluation will reach 88.569 billion yuan, ranking 462nd on the list of "Top 500 World Brands", becoming the only selected brand in China's clothing and apparel field.
"Chinese apparel companies are changing the traditional perception of global consumers about Made in China and Chinese brands by shaping product quality, R&D and design, and technical standards." Gao Dekang, Chairman of the Board of Directors and President of Bosideng Group, recently publicly stated.
Founded in 1937, the "national underwear brand" Sangun has also appeared in international exhibitions and fashion weeks in recent years, and has made efforts in overseas markets.
On May 13, Sangun told the Red Star Capital Bureau that the company has been targeting cross-border e-commerce channels led by Amazon since 2018 and began to expand online sales in the United States. At the same time, taking the opportunity of investing in Ethiopia, Africa, to open a sweater production base in Ethiopia, the brand showroom was opened in the shopping mall in the center of Addis Ababa, the capital of the country, to organize low-cost and popular products that are suitable for the economic capacity and consumption level of the local people, and to carry out wholesale business.
Photo provided by the interviewee of the three-gun brand exhibition
According to Sangun, at present, Sangun has opened brand independent stores on Amazon America, TEMU, JUMIA, and LAZADA, and has opened stores in overseas markets such as Vietnam, Belgium, and Kenya, and settled in mainstream department stores.
"In the future, the company will export 'new domestic products' with more fashionable design, better production and more convenient use overseas, and finally realize the transformation from 'product going overseas' to 'brand going overseas'." The three guns said to the Red Star Capital Bureau.
Zhang Shiqi, chief operating officer of Centrino Fashion, who helped domestic brands enter the fashion week, told the Red Star Capital Bureau on May 11 that many domestic brands can quickly let the international market feel the characteristics and brand value of these brands that have lasted for decades or even centuries after communicating with foreign countries. For example, after Li Ning participated in Fashion Week, it was noticed and ordered by many overseas boutiques; Another example is the White Rabbit, where more and more global brands are coming to them for co-branding.
"In recent years, China's international influence has been increasing, and in this soil, China's new generation of designers and brands have done a very good job in terms of professional ability and aesthetic ability, so our design is very popular after it enters the international stage, which is also where our confidence lies in going global." Fang Tao, founder of Centrino Fashion, once said publicly.
Red Star News reporter Zhang Luxi Yu Yao
Edited by Deng Lingyao
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