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China'S Garment Industry With Moderate Growth And Development

2014/2/20 21:08:00 32

Moderate Development China'S Clothing Industry

what changes have taken place in the initial growth stage of the competition pattern, and what changes have affected the development and trend of China's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "? Is the vertical and horizontal connection of the channel? Is it growth fatigue and fatigue, or is the old brand enterprise self rescue? Or is the electricity supplier from the price war to the offline integration evolution?

> combining vertical and horizontal, integrating resources to break through /p >

the first case of Amoy brand acquisition.

In January 2013, the share price of 100 million yuan was 80% of the angel city.

In 2012, its sales volume was about 5~6 billion yuan, and the city of angel was the brand of Taobao's big C women's clothing. Many times won the annual sales champion of women's clothing, and its sales volume was about 300 million yuan in 2012. After merging, it had two categories of national fashion and fashion clothing, and Tmall, distribution and C shops.

BELLE marches into women's clothing and high-end a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > bag area.

In August 2013, BELLE group spent $93 million 963 thousand to acquire Japanese Baroque company 31.96% stake in the women's clothing business.

Baroque company of Japan has MOUSSY, AZUL by Moussy, SLY three women's clothing brand, 23 shops in the mainland, join BELLE, Baroque can in the European and American Wind prevailing Chinese women's clothing market, open up the Japanese women's clothing's place become a big point.

In September of the same year, BELLE bought all the issued shares of long ho Tiandi shares at a price not exceeding 700 million yuan.

The main products of dragon industry are high-end footwear and leather goods bags. Its own high-end SKAP has more than 600 outlets in China. After integration, BELLE's product coverage extends further to high-end footwear.

Bosideng bought British clothing companies and began to lay out overseas markets.

In October 2013, Bosideng bought a British clothing chain corporation Greenwoods at a cost of 40 million.

Greenwoods has 88 branches in the region. The fiscal year ended March 31, 2013 shows that Greenwoods has a net income of 24 million 416 thousand pounds, a net loss of 2 million 846 thousand pounds after tax, and a net loss of 199 thousand pounds.

Bosideng said retail sales in the UK are in a slump, but Greenwoods's channel resources can expand sales channels for Boston down clothing category.

camel integration line insect Mi Zi.

In October 2013, Guangdong camel < a target= "_blank" href= "//www.sjfzxm.com/" > dress > /a > holding the Amoy brand small insect Mi Zi in the form of equity replacement.

There are more than 3600 camel stores, with annual sales exceeding 3 billion yuan. Camels are the sales champion of Tmall outdoor category. It is the representative of the success of the traditional brand business. The worm Mitzi is Taobao's women's clothing shop TOP32012 annual sales of 260 million, after the acquisition of insect rice, camel's product line has leisure, outdoor, footwear, women's clothing and other categories, and 2013 pairs of eleven to achieve 380 million of the whole network's outstanding performance.

Offline companies buy online brand and operation team, or provide a new way for traditional service enterprises to enter the electricity supplier.

Behind P's magnificent merger and acquisition is the problem that many enterprises must face before they are faced with the problem. That is, how to seek a new round of development in the market environment where the competition pattern of garment industry is initially formed.

If two dimensional plane is used to represent the market share of the enterprise, then the two sides of the plane are category and channel. The area of the connection is the market share. This is the era of the 1 popularization. If the market share is represented by three dimensional, then the consumer dimension is formed on the moment of composition of the category and channel. The cube formed by them is the market share, which is the 2 consumer economy era.

At present, the purchasing behavior of garment enterprises is centered around category and channel.

First speaking of categories, at present, domestic clothing brands are mainly based on product type enterprises, such as Bosideng in down jacket category, BELLE in women's shoes, and so on.

Multi category (multi brand) to meet the different needs of consumers, different styles of dress, different price bands and different consumer groups, so as to achieve a multi-level multi coverage of market share.

Semir acts as a brand name for foreign children's clothing, and BELLE enters Barok's field of women's clothing.

Besides, for many years of brand marketing, the terminal stores have been close to the ceiling of the number of channels.

To expand, we must focus on broader overseas markets.

Bosideng's "buy the bottom" of retail sales in Europe is an example of breaking through the channel power.

the new concept of consumption is gradually mature, and the consumption concept gradually matures

mid 2013 results showed that Etam's sales in China decreased by 2.6% to 212 million euros compared with the same period last year, while sales in the same store decreased by 2.3%. In 2013, Q3 reported that China's sales fell 8.3% to 90 million 400 thousand euros compared with the same period last year, with 166 sales in China in the first nine months.

Si Jie global financial year 2013 (July 2012 ~ June 2013) reported that the group's annual net loss of HK $4 billion 388 million, as the world's third largest market in the world, China's turnover decreased by 8% over the same period.

Esprit and Etam were the international fashion brands that entered the Chinese shopping malls earlier. Esprit began to test the mainland market in 1992. IgG set up branches in China in 1994 and opened the first store in 1995.

They used to be the initiator and disseminator of Western costume aesthetics culture in mainland China.

With the rise of the new generation of consumer groups, consumer trends and competition patterns have also undergone rapid changes. Luxury brands, light luxury, fast fashion and other brands have quickly occupied the prominent position of the mall. The old fashion brands slowly quit the mainstream consumer circle and are gradually marginalized.

in the first half of 2013, fast fashion brands such as H&M, UNIQLO, ZARA, MUJI, GAP, C&A, UR, WE, iT and so on opened up 84 stores this year, of which 31 were newly opened, 18 were new, 18 were new, and 8 were new.

However, another fast fashion brand, MANGO, has seen a negative growth in the number of stores in China. Many counters in Beijing, Wuhan, Dalian, Nanjing, Shanghai and other cities have been withdrawn from the store. According to the China business newspaper, there are 115 stores in August as compared with 40% stores in early August, compared with 200 stores in early 2012.

fast fashion brand, known for its high turnover rate of inventory, has become the object of many domestic enterprises to worship and learn, of which ZRAR is the most.

At the beginning of 2013, a ZARA's recruitment of discount store franchisees in China opened up the veil of ZARA inventory backlog. Then ZARA launched a number of promotional activities of half off clear inventory in many domestic stores. The frequency and duration of promotions were even more severe than in previous years, completely breaking the myth of fast fashion zero inventory.

From queuing up in the early days of opening up to the current overstock, fast fashion brands have experienced the gradual maturation process of Chinese consumers' consumption concept from "LOGO supremacy" to "brand + style + quality".

Besides, P should also advise the "fetalists". In the past, many enterprises relied on fast and accurate imitation of international brand styles or operations to achieve success.

Now, when the domestic market is synchronized with the international market, the product and operation mode of the international brand will appear in front of the domestic consumers for the first time. To conquer consumers, what is needed is truly excellent design, rather than accurate imitation.

mild growth. The labor pains have changed. /p >

traditional service enterprises are weak in growth and exhausted.

In the second half of 2013, Wanda Plaza began to "go to costumes". It planned to gradually reduce the proportion of garment formats, and no longer sold clothes on the two floors of some cities. This was related to the slow growth of the clothing business and the low gross profit category from the high margin category, which was also reflected in the clothing companies' earnings.

From the first half of 2013 earnings report, Anta's revenue fell 14.4% to 3 billion 367 million year-on-year, closing 273 stores, Lining's revenue fell 24.6% to 2 billion 900 million, closed 410 stores, XTEP's revenue fell 19.5% to 2 billion 98 million, closed shop 75; 31st degree revenue fell 30.4% to 1 billion 998 million, closed shop stores; PEAK's revenue declined to 75, closed shop.

In the past three quarters of the revenue situation, in 2013 1~9 months, the US bond business revenue fell 19.9% overall, net profit fell 49.12%, of which third quarter revenue and net profit decreased by 21.95% and 49.93% respectively.

The seven wolves achieved a revenue of 2 billion 310 million yuan, a year-on-year decrease of 8.11%. Net profit attributable to shareholders of listed companies decreased by 7.35% compared with the same period last year, with 667 million yuan in inventory and 152 outlets in closed stores.

Nine Mu Wang realized revenue of 1 billion 761 million yuan, down 1.18% from the same period last year, making a profit of 426 million yuan, a decline of 9.6%, an inventory of 701 million yuan, and closing 90 stores.

The news birds achieved 1 billion 552 million of business revenue, down 9.43% from the same period last year, and net profit was 157 million yuan, down 54.11% from the same period last year, and the inventory reached 989 million yuan.

at present, for children with low market maturity, such as children's clothing, underwear, middle aged and old clothes, women's clothing, etc., they are still in the rising stage of the market; for the high maturity sportswear, casual wear, men's clothing and other categories, it has entered a moderate growth period.

If enterprises want to remain invincible in the moderate growth period, we must break the existing competition pattern and look for new opportunities.

The vertical and horizontal links mentioned above are breaking the pattern from category or channel.

In fact, category and channel are dominant resources. Apart from these two breakthroughs, management reform in charge of resource integration is also an important breakthrough.

With the passage of time, the gap between the marketing capabilities, product capabilities and channel capabilities of enterprises is constantly decreasing. If we want to go beyond our competitors, we must find differences or comprehensive strength.

The difference is differentiated through product and channel subdivision (of course, marketing differentiation is also a way, for example: Double eleven brush list), comprehensive strength is resource integration capability (such as supply chain optimization) and management competition.

since 2011, enterprises have put forward the reform of futures system, wholesale to retail, flat channel and strengthening supply chain management. However, it is much slower to really implement the action level. Until the 2012 and 2013 inventory crisis and channel crisis break out, enterprises will start to take full action.

In 2013, many home service enterprises abandoned the pure futures group goods mode, and no longer ordered the whole company's business.

AOKANG shifted the positioning of enterprises from "shoemaking enterprises" to "retail clothing traders", adjusting the channel structure, shifting from franchising channels to direct channels, strengthening terminal retail management, and implementing consultative sales. The new products were divided into eight seasons from the traditional four seasons, and new products were developed according to the characteristics of each small season.

Li Ning Co launches a fast reverse product every month, which is made by the product manager according to the latest trend and sales data, and the product plan is designed and improved on the mature product. The data show that Lining's current rapid response product accounts for 10% to 20% of the total sales, but the sales rate and gross profit margin are higher than that of the futures commodity.

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perhaps, the inventory crisis and channel crisis are the unforgotten labor pains of the Chinese garment industry. However, the painful period has made the Chinese garment industry take a new step, leading the garment industry to pform from the past three brands of "making products, marketing and storytelling" to the fine management of the whole process of "making products, marketing, telling stories, integrating supply chains, and supervising the whole channel terminal fine retailing".

retail is king. Franchisee has become a supporting role /p >

two real cases.

The first case occurred in Yibin, Sichuan. A local friend opened two shoe cities, the main brand of women's shoes, and also a franchisee of a sports brand in China. In the first half of the year, he wanted to expand a business scope and commissioned the author to find several famous Chinese ladies' clothing or big ladies' brand.

The author searched many domestic brands, and also asked a lot of micro-blog friends circle. The result of the question was beyond the estimate, that is, the brand that accords with his requirements do not join, all are Brand Company direct operation or provincial agent direct battalion.

Another case occurred in the Central Plains of Henan. Friends are the provinces of an old men's wear. They have strong store resources and operation teams in the locals. Recently, influenced by the management strategy of the agent brand, the company has large stock and general performance, and wants to increase its performance by expanding the brand line, so as to eliminate operational risks.

The boss has always wanted to make a new generation of men's wear brands, but brands do not set up provinces, only by market level to set up regional franchisees, market level decomposition to prefecture level cities and key counties, franchisees directly docking Brand Company.

Talking about men's wear, and talking about women's clothing, it intends to join a brand of Shenzhen women's clothing in the surrounding market of Zhengzhou. After helping the author connect with the brand woman, the result is that the A brand side of the market is directly locked up, and the market B is locked up by a certain women's franchisee, and the friends of the company basically have no chance to participate.

These two cases are by no means accidental. The author has communicated with the founder of a domestic women's wear brand. Now many large brands are mainly direct battalions, and the key market is directly responsible for the operation of the company by establishing a branch office or an office. The franchisee can only be established as an auxiliary channel if the company fails to manage the place. If there are only one or two ports with good shops, they will want to join in.

at the early stage of development, franchisees can fill the shortfall in brand gap and remote management capability. In the later stage of development, these two short boards will soon be filled by brands. Franchisees who rely solely on good brands or good merchandise will have no value to brands.

At present, the rapid development of commercial real estate, department stores to the two or three line of ultra fast market subsidence, the rapid development of electricity providers, brand stores to find a shop has brought great convenience, brand customers directly facing consumers is no longer difficult.

As a result, the same market direct stores and franchisees "dry frame", big agents and small franchisees "about shelf" often happens.

In the second half of 2013, Hai Lan's home came back to the market successfully. Its market value exceeded that of the three men's men's clothing of Fujian Province. Hai Lan's home had neither many direct shops nor intermediate businesses of its own factories. The only business owned was the retail oriented business model and the huge retail management team.

It can be predicted that the domestic clothing market will be staged for quite some time: direct VS franchise (including direct online VS franchise), big retailer VS small retailer and big shopping mall VS small street shop. The Chinese garment industry dominated by wholesale mode will become the past, and the era of zero sale is coming.

electricity supplier ice fire double, entity whole channel evolution

2013, Han Du Yi house became another object of study after ZARA, and the national wind and the wind and water of cotton and linen were also rising.

But the other pole of online brand Mcglaughlin and fan's performance are not satisfactory.

Mcglaughlin, the first member of the domestic electricity supplier of clothing industry, posted a profit of $21 million in the first quarter of 2013, down 43.5% from the same period last year, with a net loss of 4 million 200 thousand. In the second quarter, net revenue fell 44.1%, and the net loss was 6 million 200 thousand US dollars.

Mcglaughlin owns three sales channels, namely online, offline, and catalogue mail order. The products are basically the same under the online and offline channels, but the pricing is different, so there is no joint effort between the channels.

At the beginning of the year, the biggest B2C clothing company in China was announced to make online BELLE.

Before and after 2010, the influence of all customers was in the ascendant. Compared with Jingdong, its platform influence lagged behind vip.com and Dangdang, and its own brand competitiveness was inferior to that of Amoy brand.

From PPG followers to self built logistics, to platform business pformation, and then to online BELLE, all customers grow up in trial and error, and have repeatedly planted themselves in manufacturing errors.

electricity consumption is experiencing a period of consumption upgrading. Consumers are turning from the early "cheap and clean" to "quality and Amoy brands".

2012, double eleven, Ali achieved great success, many people attributed it to the success of the channel, many traditional service enterprises also regard the electricity supplier as a revolutionist, "desperate to go to the electricity business circle".

2013, double eleven, the Ali Department has made greater success, among which the offline brand participants have also achieved impressive results. Many people are beginning to wake up. The electricity supplier is a reformer, and the real driving force is brand power.

most of the service companies are restricted by the channel structure. The development of electricity providers is facing a crisis of competing with the offline channel system to create a chaotic channel system.

Online and offline integration has become the choice to clarify the relationship between channels.

In October, the United States and Bon apparel again took over the operation of the "state purchase network" and opened a number of experiential shops throughout the country. Users can use mobile phones to make an appointment for fitting, pay for mobile phones, and pay attention to their public numbers to bind their membership cards.

Zhou Chengjian, founder of the US bond company, said that the state purchase network will be used in conjunction with the United States apparel integration entity store and Internet operation, hoping to provide consumers with an interactive experience of life scene shopping and Internet shopping.

JEANSWEST is more concerned with online and offline integration. 98% of all styles of JEANSWEST shop sales are the same as those of the physical store. Consumers take a look at a certain style of < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >, and place orders online. Through the system information processing technology, the website will show the location of the entity store that owns the clothing and is closest to the consumers, and consumers can buy directly to the entity store. If the consumers place the order online, the system will automatically locate the specific location of the consumers in the provinces and cities, and deliver the goods from the nearest warehouse, and divide the sale into the actual line company.

here, we should advise those traditional enterprises that are slow to respond. Consumers have already adapted to the mixed sales experience on line and online. If you still keep the inherent sales channels and are not willing to provide convenient and pleasant sales service for the new channel consumer groups, you will be left behind by the generation.

if large inventory is a small test of Chinese clothing rite of passage, then the moderate growth period that is going through and going to experience is the grinding period that Chinese clothing can not bypass. Only by crossing steep slope can we reach a new height.