Navigare joins hands with China Maxima International brand local model

With the grand opening of the 2010 China International Clothing & Accessories Fair (CHIC), the press conference of the “Strategic Joint Venture between Italy's Navigare and China's Gaoma Enterprises” made a high profile appearance, presenting to the industry the localized operating model of famous Italian brands entering the Chinese market.

Italian Navigare Headquarters Massimo Brunetti, Italian First Division Soccer Parma on behalf of Giuseppe Dossena (member of the Italian World Cup Championship), Italian Chief Representative of the Foreign Trade Commission of China Dr. Antonino Laspina and Deputy Representative Alessandro Gerbino, Italian designer Yi Wen; China President Jiang Zhiyong, Chairman of Gaoma Enterprise, President and Vice President of China Garment Association, Shanghai Football Association, China Football Association, Beijing Guoan Football Club and other leaders of the two countries and guests gathered together to witness the “strategic joint venture” as an international brand China A new chapter opened in the development of market localization.

Aiming at China, navigare and Gao Ma join hands

This move aims to strengthen alliances, optimize resources, and sustain development.

Navigare has a leading global fashion quality. Founded in 1961, navigare completed the shaping of a high-quality lifestyle brand culture. The marine style created by navigare swept the globe from Italy. Navigare belongs to Navy Group SPA, a well-known Italian navigation group, with more than 19 global subsidiaries and franchise partners, more than 1900 sales outlets in 35 countries and regions, and an average of 2 navigare products sold in stores worldwide every minute. Out.

Goma owns operational strength rooted in the Chinese market. Guangzhou Gaoma Garment Co., Ltd. is a professional clothing brand management company established by Chinese and international investment agencies and natural persons. Founded in 2006, and has brand branches in Shanghai, Beijing and Guangzhou to assist in the completion of regional operations at the corporate headquarters in Tongxiang, Jiaxing, and its market network radiates mainstream shopping malls in cities across the country.

Strategic joint venture, navigare to open up a new brand

Seeking trade agents is the main business model for the current international brands entering the Chinese market. How to break through the bottleneck that this model brings to both sides of the trade can not deepen cooperation and sustainable development is a problem that needs to be solved in the localization and operation of the international brand Chinese market.

Navigare and Gaoma have formed a "strategic joint venture" with a view to building a business model with a long-lasting mechanism and exploring a new pattern of international brand localization.

What is a "strategic joint venture"? The all-round cooperation of the apparel industry chain, from product development to in-depth cooperation in each aspect of retail sales. Avy Group SPA awarded Navigare China brand management rights to Guangzhou Gaoma Garment Co., Ltd. in 2006 and appointed Gaoma Company as the sole agent to manage, manage and sell the navigare brand in Greater China and fully maintain the navigare brand in Greater China. Regional operations. By the fourth quarter of 2009, the navigare brand has entered more than 30 economically developed cities and opened more than 50 stores.

Navigare effect, leading Chinese quality men's clothing

The strategic joint venture between Navigare and Goma not only built a successful operation platform for Navigare men's rapid entry into the Chinese market, but also brought fashion quality that is more in line with the local culture for Chinese male consumers of 30-45 years old. Navigare quickly occupied the expansion speed of more than 30 developed cities in China, highlighting the strong branding effect of its strong alliance of Italy and China's advantageous resources.

Effect of a unique marine gene. "Navigare" comes from Latin and is referred to as "Italian Sailing" for short. It is a high quality lifestyle brand full of marine style. The Italian Navy Group SPA has a number of branded products including men's, women's and children's wear. At this stage, only men's wear series are introduced to operate in China.

Effect two, accurate local positioning. Brand positioning locks in mature Chinese men aged 30-45. They focus on brand awareness and class value, but have a certain sensitivity to prices; often participate in business or social activities but do not need to wear formal clothes, but have a certain understanding of fashion but not excessive pursue.

Effect 3, passionate brand spirit. Over the years, navigare has expanded its brand recognition through a variety of different channels, such as: the Italian Cycling Tournament, the Italian Football Division A, the Athens 2004 Olympic Games, the World Rally Championship, and ocean-going sailing events and promotions. Limit the market heat, so that consumers are full of confidence in the brand. On August 21, 2009, NAVIGARE reached a sponsorship agreement with Italy's first-grade football team Parma Parama, which helped boost its popularity.

In the post-financial crisis era, China ushered in the opportunity for economic transformation and created a huge space for the development of apparel brands that are committed to creating high-quality life values. Navigare and Goma strategic joint venture, based on the success of creating an international brand local operation strategy, laid the foundation for the continuous development of its serialized brand strategy in the Chinese market.