On the road of internationalization, GXG's parent company, Mushan group, won a new target, the well-known Italian brand Paul & shark.

According to Yibang enterprise service platform, recently, mushang group announced to cooperate with yiyoumi brand management (Ningbo) Co., Ltd. to participate in international brand agency business, of which Paul & shark is one. According to people close to the transaction, if the initial cooperation is successful, mushang group will become the first choice for international brands to seek Chinese agents and build an important bridgehead for its internationalization.

It is understood that the strategy of mushang group is to become a leading fashion service provider in the world by looking for international excellent franchisees, developing the market, improving the international popularity of the brand, improving the comprehensive competitiveness and economic benefits. Paul & shark, the Chinese name of this cooperation, is an internationally renowned high-level leisure brand and the second international brand recently won by mushang group.

Yiyoumi, which cooperates with mushang group this time, is a professional agent of international famous brands, with Paul & shark as one of its agents. According to the analysis of insiders, through cooperation with agents, mushang group is accelerating the internationalization process.

Paul & shark was founded in Italy in 1976 and belongs to Dama spa company. It adopts distinctive shark logo and focuses on freedom, leisure and gentleman style. Marked by unique and innovative design, high-tech fabrics and typical can packaging, Paul & shark has established an agent network in Europe, Southeast Asian countries, the United States and South America except Italy. Relevant data show that Paul & shark's export volume accounts for about 60% of the total output.

Mushang group revealed that based on more than 10 million VIP members, mushang group is searching for international brands around user needs and preferences to build a brand matrix that fully meets user needs. The selection of Paul & shark is based on the tone of the brand, which is in line with the mainstream user group of mushang group.

Moushang group is targeted at people aged 18-45, covering men's clothing, women's clothing, children's clothing and sportswear. Its products are divided into GXG series and sportswear series. The main brands include GXG, GXG jeans, gxg.kids, yatlas and 2XU. GXG, the core brand of mushang group, has won the sales champion of tmall men's clothing category for many consecutive years. On the double 11 in 2019, the sales of GXG single brand reached 340 million yuan, ranking first in the sales of tmall fashion men's clothing category, and the overall performance of e-commerce of mushang group reached 523 million yuan.

According to the latest financial report, mushang group has 1737 retail stores nationwide, and has settled in 13 online platforms such as tmall, wechat applet and vipshop. The retail network covers all online and offline channels. In terms of total retail revenue, mushang group accounted for about 3.3% of China's men's fashion market in 2018, ranking second in China. In 2019, mushang group achieved a total revenue of 3.721 billion yuan and a net profit of 210 million yuan.

Multi brand and internationalization are the mainstream of Chinese local clothing brands in recent years.

On the one hand, the major local clothing brands jointly promote the joint famous brands with various fashion IP to penetrate into the subdivided population. Take mushang group as an example. Over the past two years, mushang group has jointly signed IP in various cultural consumption fields, such as building block bear, champion, Umbro, Pepsi Cola, Huili, SpongeBob, famous Dutch young artist Mike frederiqo, American "father of art graffiti" Keith haring, international young designer Chen Peng, etc. According to incomplete statistics, GXG and other brands of its parent group have jointly signed with more than 15 brands / artists.

On the other hand, as the birthplace of fashion, the core original power and voice of the garment industry are still in Europe. British Fashion Design Institute, Pitti uomo men's Wear Exhibition in Florence, PV fabric exhibition in Paris and ispo sports exhibition in Munich are still the leaders of global fashion.

In the past decade, China's local clothing brands have risen rapidly thanks to China's consumption super market and the advantages of production and manufacturing supply chain, but there is still a gap with becoming a world-class brand in terms of fashion trend soft power.

In addition to frequent face brushing at international mainstream fashion exhibitions such as New York and Milan, acquiring international well-known brands and building international temperament with multi brand matrix is another way for Chinese clothing brands. In 2017, moushan group introduced the Australian sports brand 2XU. According to the analysis of insiders, from the latest Italian brand Paul & shark, Mushan group has accelerated the pace of internationalization and is accelerating the capture of international brands.

With the post-90s and post-00s consumer groups becoming the main force of market purchase, personalized consumption and fan culture are in power, and multi brand differentiation is inevitable to meet the needs of consumers in diversified scenes. At the same time, the rapid development of China's economy and the improvement of its international status also give local clothing brands a historical opportunity to stand on the international mainstream stage. Moushang group, which has successfully grasped the rise of e-commerce dividends, is ushering in the key point of international transformation.