UR与本来BENLAI双品牌出海战略：揭秘泰国旗舰店成功之道
中国时尚品牌全球化进程加速 | Chinese Fashion Brands Accelerate Global Expansion
2023年12月，时尚动势集团(FMG)旗下两大品牌——快奢时尚品牌URBAN REVIVO(UR)与功能科技休闲服品牌本来(BENLAI)在泰国曼谷One Bangkok Mall同步开设新店，标志着中国时尚品牌全球化战略进入新阶段。
In December 2023, FMG Group's two major brands - fast-luxury fashion brand URBAN REVIVO (UR) and functional tech-casual wear brand BENLAI - simultaneously opened new stores at One Bangkok Mall in Thailand, marking a new phase in the globalization strategy of Chinese fashion brands.
UR海外最大旗舰店的三大成功要素 | Three Key Success Factors of UR's Largest Overseas Flagship
1. 奢华大店策略：3000平方米超大空间，完整呈现男女装及配饰全系列产品
2. 本土化设计：以泰国国花"兰花"为灵感，融合工业风钢结构
3. VIP尊享服务：特别设置金卡会员专属试衣间及一对一导购服务
1. Luxury Mega Store Strategy: 3,000 sqm space showcasing complete collections
2. Localized Design: Inspired by Thailand's national flower "Orchid" with industrial steel structures
3. VIP Services: Exclusive fitting rooms and one-on-one shopping assistants for gold card members
本来BENLAI海外首店的创新亮点 | Innovative Highlights of BENLAI's First Overseas Store
• 融合中国传统榫卯结构与现代LED科技的外立面设计
• 采用环保材质与自然色彩诠释"本真"理念
• 覆盖3-60岁全年龄段消费者的多功能产品线
• Facade design combining traditional Chinese mortise-and-tenon joints with modern LED technology
• Eco-friendly materials and natural colors interpreting the "Authentic" concept
• Multi-functional product lines covering consumers aged 3-60
FMG集团全球化战略布局 | FMG Group's Global Expansion Strategy
目前已在东南亚5国开设近20家门店，计划：
• 2025年进军纽约、伦敦市场
• 两年内实现亚太重点区域全覆盖
• 五年内海外门店突破200家
Currently operating nearly 20 stores in 5 Southeast Asian countries, with plans to:
• Enter New York and London markets by 2025
• Achieve full coverage in key Asia-Pacific regions within two years
• Expand overseas stores to over 200 within five years
双品牌协同效应 | Dual-Brand Synergy Effect
UR与本来BENLAI通过差异化定位形成互补：
• UR专注快奢时尚领域
• 本来BENLAI主打功能科技休闲服
这种组合拳策略有效扩大了FMG集团在海外市场的受众覆盖面。
UR and BENLAI complement each other through differentiated positioning:
• UR focuses on fast-luxury fashion
• BENLAI specializes in functional tech-casual wear
This combined strategy effectively expands FMG Group's audience coverage in overseas markets.
