中国服装品牌加速全球化布局：从东南亚到欧美的出海战略解析
中国服装品牌加速全球化布局：从东南亚到欧美的出海战略解析
Chinese Apparel Brands Accelerate Global Expansion: From Southeast Asia to Europe and America
中国服装行业正迎来"外卷"时代，疫情后两年间，众多品牌加速海外市场布局。根据工信部2023年底"重点培育纺织服装百家品牌"调查数据显示，46家消费品牌中，32.6%已在国外开设线下店铺，21.7%通过跨境电商拓展国际市场。
The Chinese apparel industry is entering an "outward expansion" era. In the two years following the pandemic, numerous brands have accelerated their overseas market expansion. According to a year-end 2023 survey by the Ministry of Industry and Information Technology on "Key Cultivation of 100 Textile and Apparel Brands", among 46 consumer brands, 32.6% have opened physical stores abroad, while 21.7% are expanding into international markets through cross-border e-commerce.
典型案例包括：海澜之家进驻马尔代夫、肯尼亚等新兴市场；361度海外电商独立站正式运营；森马在越南顺化开设首店并计划2024年底前在河内开设500平米核心门店；UR在东南亚已开设近20家线下店，并在曼谷开设3000平米旗舰店。
Notable cases include: Hla entering markets like Maldives and Kenya; 361° launching its overseas e-commerce independent website; Semir opening its first store in Vietnam's Hue with plans for a 500 sqm flagship in Hanoi by end of 2024; URBAN REVIVO (UR) operating nearly 20 stores in Southeast Asia, including a 3000 sqm flagship in Bangkok.
全球化战略的"五年计划"
The "Five-Year Plan" for Globalization
FMG集团（UR母公司）董事长李明光近期公布了雄心勃勃的海外战略：2025年前重点布局纽约、伦敦等国际都市，两年内实现亚太重点地区全覆盖，五年内海外门店突破200家，海外销售占比超30%。
Li Mingguang, Chairman of FMG Group (UR's parent company), recently announced an ambitious overseas strategy: Focusing on global cities like New York and London by 2025, achieving full coverage in key Asia-Pacific regions within two years, surpassing 200 overseas stores within five years, with overseas sales exceeding 30%.
李明光表示："从品牌创立之初，我们就植入了国际化DNA。UR刚进入中国市场时，很多人误以为我们是欧美品牌，这正是我们早期刻意打造的形象。"
Li stated: "We embedded international DNA from the brand's inception. When UR first entered the Chinese market, many mistakenly thought we were a European/American brand - this was precisely the image we deliberately created early on."
东南亚市场的成功经验
Success in Southeast Asian Markets
东南亚成为中国品牌出海首选，主要因为：
1. 消费者身材与国人相近
2. 版型与风格偏好相似
3. 地理邻近降低运营成本
Southeast Asia has become the preferred destination for Chinese brands due to:
1. Similar consumer body types
2. Comparable style preferences
3. Geographic proximity reducing operational costs
成果显著：海澜之家68家海外店上半年营收1.61亿元，同比增长25.44%；UR泰国门店销售表现优异，验证了品牌适应当地需求的能力。
Notable results: Hla's 68 overseas stores generated ¥161 million revenue in H1, up 25.44% YoY; UR's Thai stores performed exceptionally, demonstrating the brand's adaptability to local demand.
欧美市场的挑战与机遇
Challenges and Opportunities in European/American Markets
尽管东南亚进展顺利，欧美市场仍是"硬骨头"。UR曾在2018年尝试伦敦旗舰店但未达预期。主要挑战包括：
• 成熟市场竞争激烈
• 消费者品牌忠诚度高
• 文化差异显著
• 合规要求严格
While Southeast Asia progresses smoothly, Europe/America remain "tough nuts to crack". UR's 2018 London flagship attempt fell short of expectations. Key challenges include:
• Fierce competition in mature markets
• High consumer brand loyalty
• Significant cultural differences
• Stringent compliance requirements
李明光认为："时尚行业与科技一样充满活力。像法国、意大利等国家，时尚是重要支柱产业。中国品牌出海不仅是发展需要，更是产业国际化的必然趋势。"
Li believes: "The fashion industry is as dynamic as technology. In countries like France and Italy, fashion is a key pillar industry. Chinese brands going global isn't just about development needs, but an inevitable trend of industry internationalization."
未来战略布局
Future Strategic Plans
为攻克欧美市场，FMG集团已采取多项措施：
1. 在伦敦设立设计中心
2. 规划全球供应链布局
3. 准备充足资源强化品牌
4. 确保本地化运营能力
To conquer European/American markets, FMG Group has implemented multiple measures:
1. Established a design center in London
2. Planned global supply chain layout
3. Prepared ample resources to strengthen brands
4. Ensured localized operation capabilities
李明光强调："开设店铺不是为了打广告，而是要实现真正盈利。我们将确保品牌能在市场中站稳脚跟。"这体现了中国品牌出海正从规模扩张转向质量提升的新阶段。
Li emphasized: "Opening stores isn't for advertising but for genuine profitability. We'll ensure our brands can gain firm footholds in markets." This reflects Chinese brands' transition from scale expansion to quality improvement in global expansion.
