If The Strategic Layout Of Chinese Clothing Brands Is Not Active, They Will Fall Into A Passive Position

Faced with the current complex and changeable comprehensive environment, China clothing The brand starts to take action and re carries out the strategic layout.

No period has seen such a strong desire for brand transformation and upgrading, and more than any period, it needs a window to absorb new information and resources.

Let's go

At the investors' meeting, Zhou Jianping, the head of Hailan Group, delivered a passionate speech that Hailan Home will directly challenge Uniqlo and march into globalization after asset securitization.

In 2013, after the IPO was rejected, Hailan Home turned to backdoor Kainuo Technology for listing. Moreover, Zhou Jianping also outlined a national expansion roadmap after the completion of asset securitization of Hailan Home, "After listing, our first step is to expand the number of stores in provincial capital cities such as Nanjing, and to increase the number of stores in provincial capital cities by 20% - 30%; the second step is that Hailan Group, like Uniqlo and ZARA, will enter shoppingmall; the third step is that we consider selecting about 2000 villages and towns with a population of 50000 or 60000 people in China, so as to achieve one store in one town."

In the future, Hailan Home will also move from Jiangsu to the world, advance to Hong Kong, Macao, Southeast Asia, and then enter the European and American markets.

After the training in 2012 and facing the current complex and changeable comprehensive environment in 2013, Chinese clothing brands began to take action and re carry out the strategic layout.

Hailan Family is just a typical one.

From 23:00 on April 7, Li Ning, who suffered a huge loss of nearly 2 billion yuan in 2012, staged an inventory clearing campaign through Vancl. Half a day later, the goods were almost sold out.

It is easy to see from Li Ning's series of measures that Li Ning is preparing a very vigorous action, and the "Channel Revitalization Plan" is even just one of the revitalization plans. By clearing the inventory and withdrawing some funds, we can accelerate the operation of our originally difficult capital chain and invest in the research and development of new products and public relations.

June 19, Sima Clothes & Accessories The announcement said that the company signed a framework agreement with Zhejiang Zhongzhe Holding Group Co., Ltd. and other shareholders to purchase 71% of the equity of Ningbo Zhongzhe Mushang Holding Co., Ltd. It is reported that the transaction volume is about 2 billion yuan.

In fact, the acquisition of Sima Apparel was also expected by the industry, because the multi brand strategy has been mentioned by Sima Apparel many times. In its 2012 annual report, it said that in 2013, it would cooperate with international brands in the form of agency and joint venture, and actively seek cooperation with domestic brands in terms of equity participation, mergers and acquisitions.

In September 2013, Sima cooperated with Miniconf, a well-known Italian children's wear company, to introduce Sarabanda, an entry-level luxury Italian children's wear brand, in a joint venture. In March 2014, it plans to introduce high-end men's and women's wear brands in Europe and South Korea, which has entered the preparatory period.

Qiu Guanghe, chairman of Sima Garments, said, "The company will actively carry out the business of middle and high-end brand clothing, and is determined to develop into a world leading multi brand clothing group that meets the professional, fashionable and diverse life needs of children and adults."

On August 30, "Wenzhou Zhuangji Clothing Co., Ltd." was officially announced to be established. The two shareholders are Jining Ruyi Investment Co., Ltd. and Zhuangji Group, accounting for 51% and 49% respectively. The legal representative is the chairman and president of Shandong Ruyi Group, and Qiu Yafu, the chairman of Shandong Ruyi Group. This indicates that Ruyi officially starts to take over Zhuangji.

It is not the first time for Shandong Ruyi Group to acquire enterprises and brands in a weak market.

In 1998, it acquired Jining Printing and Dyeing Factory, and in 2003, it acquired Shandong Linyi Aotai spin Ltd. invested to establish Shandong Wenshang Tianrong Textile Co., Ltd. in 2004, acquired Wanzhou Wanxin Cotton Mill established in 1943 in 2005, reorganized Shandong Cherry Blossom Group in 2008, acquired Japanese clothing giant RENOWN Company through private placement in July 2010, and in 2013 Ruyi launched the acquisition of the largest cotton field in Australia - Caby Cotton Field with an additional investment of 230 million Australian dollars. In addition, Ruyi also has a joint venture with the British Shijiabao Group in Hong Kong to develop the international first-class fabric market.

"If an enterprise wants to gain a voice and position in the global market, it must constantly enhance its core competitiveness." Qiu Yafu, chairman of Shandong Ruyi Group, believes that Ruyi Group's core competitiveness is to rapidly expand itself through large-scale enterprise acquisitions and mergers.

Now, Shandong Ruyi Group is transforming from a textile and clothing manufacturing enterprise to an international fashion group with a full industrial chain.

In 2013, Zhou Chengjian, the chairman of Meibang Clothing, was busy traveling around the country, personally supervising the opening of new stores. For Zhou Chengjian, the establishment of new image stores and the upgrading of existing stores may be the first breakthrough for the adjustment of business strategy.

Zhou Chengjian believes that the problem of Meibang in recent years is not the supply chain problem, but the multi brand strategy of Meibang.

Therefore, at the end of 2012, Zhou Chengjian put forward the goal of "returning" within Meibang. Since 2013, he will no longer expand new brands horizontally, but focus on existing brands and highlight differentiation.

In 2013, Seven Wolves focused on building a cloud data analysis platform. In May this year, Seven Wolves reached a cooperation agreement with Xiamen Zhongjia Information Technology Co., Ltd. to jointly develop the "big data" analysis platform, apply the "big data" technology to large commercial enterprises, and form business forecasts and business decisions on the basis of distributed processing and professional analysis of massive enterprise data.

The huge potential and opportunities of the domestic clothing market have also attracted the attention of domestic retail giants.

Recently, Suning signed a strategic cooperation agreement with Sweden's fast fashion brand Lindex to become Lindex's general agent in mainland China. Suning will take this opportunity to enter the fast fashion industry.

According to the plan, Suning and Lindex will give play to their respective significant retail and production advantages to open Lindex online and offline stores. Among them, the physical retail part plans to open more than 100 Lindex stores from 2014 to 2017.

As early as 2012, Suning purchased Red Baby, a vertical e-commerce website for mothers and babies, at a price of $66 million.

In July 2013, Wahaha held the Wahaha International Boutique Fair in Hangzhou, showcasing more than 100 brands introduced by Wahaha from France, Italy, Spain, Britain, Germany and other fashion birthplaces, including men's and women's clothing shoes Hats, bags, jewelry, furniture, imported food, etc., such as blue marine, an Italian first-line women's clothing brand, SANTANDREA, a low-key and luxurious handmade Italian men's clothing, PRIMIGI, a leading Italian brand of children's shoes, YANES, a jewelry used by the Spanish princess, as well as the trendy brand Hydrogen, which is very popular in Japan and South Korea but is still rare in China, many brands have entered China for the first time.

"Wahaha will increase its capital by 10 billion in the next three to five years, and cooperate with many parties to open 100 commercial complexes in China." Zong Qinghou, the chairman of Wahaha, said that Wahaha will enter the commercial retail industry on a full scale.

Behind these behaviors, we can see that China's clothing industry has a strong desire and motivation to change and transform after its rapid development suddenly "decelerates".

Go to CHIC to "arm" yourself

No period has seen such a strong desire for transformation and upgrading of Chinese clothing brands, and more than any period, they need a window to absorb new information and resources.

At this moment, the China International Garment Fair (CHIC), which has a history of more than 20 years, is continuously and extensively gathering the resources needed for the development of clothing brands, and building an international resource sharing platform for market development, innovation and trend release.

In the face of the rapid changes in the market pattern, the adjustment of the enterprise's business model and the change of people's lifestyle, CHIC 2014, with the theme of "acting", deeply explored and expanded the new value of the exhibition, not only elaborately created a technology experience area to display cutting-edge technology, held a trend release show and forum salon close to the market, Through a series of commercial activity planning and brand display in various theme exhibition areas, the exhibition is "changing with the market", and new business opportunities are also contained in it.

In modern society, the change of people's lifestyle is a major factor affecting the clothing culture, and also the driving force of market demand segmentation and brand operation mode adjustment. At this time, the clothing market is changing from "design for consumers" to "design according to consumers' lifestyle". For this, brand operators are well aware of the importance of this change, and CHIC 2014 is also the case.

Faced with market changes, the Expo focuses on men's, women's, casual wear Leatherwear /On the basis of fur, down, children's clothing, overseas brands and other exhibition areas, brands are integrated with different lifestyles, business models and style types to further segment the market and create highlights in the exhibition area.

After the men's wear area launched the men's wear advanced customization segment in 2013, CHIC 2014 women's wear area focused on creating the dress segment for the dress market with growing business opportunities, and pushed the concept of "light dress" that can be worn daily and used in more extensive occasions, which not only meets the needs of consumers for personality, quality and noble services, but also will bring more high-quality dress brands and dresses designer The dress culture has been pushed to the front of the stage, which also makes the dress no longer a special dress demand of minority consumers.

As the post-80s and post-90s people become the main force of clothing consumption, the Expo gathers elements of the current fashion trend, and comprehensively presents the uncommon fashion attitude, avant-garde spirit and adventurous lifestyle of young consumers. For this reason, CHIC 2014 leisure clothing area has opened up a fashion brand and outdoor sports exhibition area to provide a platform for merchants to intuitively contact and find such brands while providing brand promotion and display.

In addition, after the "post-80s" group with high consumption ability entered the birth tide, high consumption investment is a common feature of this generation of mothers, and baby clothes are becoming the "model" of the clothing market against the trend of growth. People's care for their children has led to the rapid development of the children's clothing market, which also makes CHIC2014 children's clothing area a focus. The exhibition area attaches great importance to environmental protection and safety products, and invites infant clothing brands and animation brands to participate, increasing the number of children's products brands and creating the concept of children's living hall.

Under the new "Brand Evergreen Service Plan", the sponsor will devote more business resources to the growth brand, help it promote and give more opportunities for display. In addition, at a time when fast fashion is popular, a large number of domestic fast fashion brands have been born in addition to ZARA, H&M and other international brands, which urgently need a development platform. As a result, MJ Style, Cache Cache (France), minette, coopool and other brands are planning to form a fast fashion brand area in CHIC women's wear area.

It is CHIC's answer to "how to break through the brand" to focus on the growing brands and gather the resources needed for their development.

Moreover, with the improvement of logistics distribution and convenient online shopping experience, e-commerce has greatly changed the brand operation mode and the clothing consumption habits of people, especially young people, while expanding the brand sales ability. In line with the trend, CHIC 2014 introduced domestic excellent e-commerce platform resources and widely connected with growth brands on site, providing them with various options to gain "electric shock" experience and develop business routes.

The development and improvement of Chinese brands cannot be separated from exchanges and cooperation with international peers. Following Turkey, the UK will become a special partner of CHIC 2014. The participation of many international institutions and exhibition groups, such as Canada Fur Association, Copenhagen Fur Association, International Fur Association (IFTF), Germany, France, Italy, will also bring international advanced technology and fashion trends.

The fast-paced lifestyle makes professional visitors who pay attention to the efficiency of the visit more interested in precise and diversified market topics. Therefore, in order to meet the changes and needs of the market, CHIC 2014 launched a series of activities of "loudspeakers" on selected topics, upgrading the previous business forum to a series, short and concise salon and forum model. Through organizing a series of activities, CHIC combed and expanded fashion trends, cutting-edge technologies, industrial chain supporting facilities, etc., and "horizontally linked" various resources for brand development.

In addition, "CHIC SHOWS" has also changed in its form of expression - giving up the traditional catwalk model of "focusing on vision rather than commerce", and giving priority to the needs of participating in in-depth exchanges between brands and commercial audiences. It uses the site and environment layout that is convenient for communication, gives full play to on-site interaction, and perfectly combines brand catshows with commerce.

At this moment, "Li Xing" has started. Backed by the changing Chinese market, CHIC2014, which has a professional operation team, gathers various resources in multiple dimensions to meet the personalized and diversified needs of brand development, which is the real embodiment of the new value of CHIC2014.