International cooperation traction independent brand to rejuvenate the ultimate dream of Shanshan

It is Shanshan’s long-cherished wish to own China’s own international fashion brand. For this reason, in the past 10 years, Shanshan has tried national, original, international, autonomous, and joint ventures ... ... different origins, different concepts of brand operation. However, until today, Zheng Xueming, president of Shanshan Group, which is responsible for the operation of “multi-brand internationalization” of clothing, said: “I only saw hope and I know where the road is”

After drinking tea at the San Gero Coffee House in the intersection of Zhongxing Road, Ningbo, Tao Ying and his friends saw a row of black shops opposite the road. That's three shiny clothing stores. Tao Ying is very excited to pull friends into one of the most fashionable ones. She found a very comfortable, simple style and color of yoga clothes. Although it was priced at more than 1,000 yuan, she bought it.

The salesperson said that the clothing with the big rooster logo was a French brand and its Chinese name was Lekac. Walking out of Lekac, another foreign menswear brand shop next door, the salesperson told them that the brand of these clothes came from Italy.

After leaving home, Tao Ying was pleased to tell her friend: "Although there is no sign of Shanshan, the three foreign brand stores are all ours."

This little girl with full corporate pride didn’t bring her companion to another store—although it was far enough to see the words of Firs.

Although the big boss Zheng Yonggang conveyed the message, he has replaced the name of the garment industry with the fashion brand industry. However, the company’s core brand Firs, seen by Tao Ying, is a bit far from fashion, which has caused Tao Ying to be anxious.

However, Zheng Xueming knew that he must also take a step by step approach. Zheng Xueming, from the deputy director of Danang Garment Factory to today's Shanshan Holding's “Two Bosses” and the president of Shanshan Group, followed Zheng Yonggang for nearly 20 years and is now responsible for hosting the Shanshan Apparel segment. Although both international brands and self-owned brands are children of their own, palms and backs are meat, but in the heart of Zheng Xueming, the 22 brands of the clothing sector still have different weights and roles.

In September 2001, Shanshan Group's "multi-brand internationalization" strategy was officially launched. In the same month, Ningbo Jie Ai Xi Garment Co., Ltd. was established. This is a joint venture established by Shanshan Group, jointly with Italy's Faro Group and Japan's ITOCHU Corporation, to operate the trademark rights of the Italian brand Malang Esani in China. .

Today, Shanshan Group has cooperated with several international brand management companies such as Itochu Corporation of Japan and Disangte Co., Ltd., and owns 9 international brands such as Malang Essani, Saxi, Lekac, and Reynolds in China. Regional trademark exclusive license or operating franchise. At the same time, through the development and acquisition of brands, Shanshan Group has hatched 12 original brands targeting different markets. Together with the core brand Shanshan, Shanshan Group has become an apparel brand empire with 22 different brands.