2013 Small And Medium Sized Companies Concluded Year-End

< p > < strong > O2O mode is widely used in garment enterprises < /strong > /p >

The business mode of < p > O2O is Online To Offline, also known as online and offline e-commerce, which is different from the traditional B2C, B2B, C2C and other e-business models.

O2O is to bring online consumers to the real store: online payment, offline goods and services, and then line up to enjoy services.

In the past 2013, this business model began to be widely and rapidly applied to enterprises such as a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, and some clothing brands did the opposite. They introduced the mature online sales to the offline experience and enriched the shopping experience of customers.

< /p >

< p > in August this year, the Pathfinder completed an important step in the pformation, announcing a stake in "Singapore Ctrip" online travel platform Asiatravel.

Asiatravel operates a three in one online travel platform incorporating Hotel, air tickets and instant booking confirmation of tourist attractions.

The electricity supplier has become a new growth point, but the open online resource post management capability needs to be observed and explored earlier by geographical alignment of the online and offline positioning, the implementation of online product and offline differentiation strategy, and the first to open online resources to distributors, and to achieve benefit sharing.

< /p >

< p > at that time, it was predicted that the proportion of the total electricity supplier of the Pathfinder in 2013 would increase to 18%~20%, and the electricity supplier would become a new growth point for the company in the future.

But at the same time, the brand also worried that the distributors themselves are weak in online operation, and the open online resources also test the company's ability to control and control online distributors. The actual effect remains to be seen.

< /p >

< p > active layout of goods + service O2O mode, but has not yet made substantial contributions. The Pathfinder plans to implement the O2O mode of goods + services, from a single outdoor product provider to a comprehensive outdoor service platform.

Such a pformation relies on comprehensive resource integration, which has not yet made substantial contributions, and the effect remains to be seen.

After the completion of mergers and acquisitions, until early September, the Pathfinder shares were rather dim.

For the Pathfinder, this step is to prepare the company to build an integrated service platform for the outdoor industry.

The strategic concept of Pathfinder is to build a global characteristic travel service platform, and future acquisitions will focus on achieving this strategic goal.

Only by completing the pformation from a single outdoor product provider to a comprehensive outdoor independent travel service provider can new profit margins be opened up.

< /p >

In order to cope with the pformation, Pathfinder has made corresponding adjustments to product development, brand promotion, channels, supply chain and so on. < p >

What is particularly noticeable is that in 2014, the spring and summer orders for the Pathfinder increased by 20%, which showed a downward trend compared with the previous years.

The slowdown in the industry has been recognized as a cause. Besides, improving the speed of supply chain reaction is also one of the important reasons.

This is a good experience learned from these fast fashion brands such as Zara and UNIQLO.

< /p >

< p > in the three quarterly bulletin of the us a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, the performance declined as expected, but the company will retrain the two year long electricity supplier platform in the world, and the news of strengthening the O2O layout still leads to the pursuit of market funds.

< /p >

< p > > in the second half of this year, the United States has released a notice on the related pactions of the Shanghai Metersbonwe dress Limited by Share Ltd on the unpaid pfer of the domain name. It is said that the controlling shareholder Shanghai Huafu Investment Co. Ltd. intends to pfer the domain name freely to the company. Its wholly owned subsidiary, Shanghai AI Shang bang Mdt InfoTech Ltd, will no longer operate the e-commerce business related to the company. The company will organize its own brand sales business on the Internet e-commerce platform.

This means that the United States and its costumes will reclaim its two years' e-commerce platform in the body of listed companies.

< /p >

Zhou Chengjian, chairman of the P, said that the development of the Internet has overturned the traditional business mode of asymmetric information, but the traditional business mode has not been replaced. The electronic commerce platform will provide consumers with more comprehensive shopping experience and deep interaction experience of Internet shopping.

< /p >

< p > "we will seize the opportunity of the three dollar integration and make use of the existing channel resources, franchisee resources, supplier resources and brand assets to innovate pformation and tap potential, and the company will usher in a brand new era."

{page_break} < /p >

< p > < strong > brand new mode of joint play < /strong > < /p >

< p > Xinhua brocade announced recently that its wholly owned subsidiary, Shandong new Hua Jin "a target=" _blank "href=" http://www.91se91.com/ "> textile < /a > signed a strategic framework cooperation agreement with babe bean, the children's clothing enterprise. The two sides will cooperate in the e-commerce platform of" Babu /LITTLE BOBDOG/BOBDOG brand "baby textile products and offline entity channel, and jointly develop the domestic baby market with O2O mode.

< /p >

< p > Xinhua Jinhua Group's main business is textile and garment export, hair products export and so on.

In recent years, the group has accelerated the development of its own brand and expanded its domestic market.

Its domestic market is dominated by knitted garments, mainly covering children's clothing, pregnant baby underwear and adult wear, etc., supplemented by sportswear and home textiles.

It has Qingdao mid cotton knitting, Qingdao Heng Fu knitted garments and other enterprises.

< /p >

< p > "Mommy treasure" is the group's own baby products brand.

Xinhua said that it will combine the advantages of its own supply chain management with the capital cooperation and business cooperation mode to devote to the online sales of children's children's wear products, and make Mambo a famous brand of children's clothing with high consumer satisfaction.

< /p >

< p > Babu bean was founded in Shanghai in 1994. Its products include children's clothing, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > bags, etc., which has expanded rapidly in recent years and become the leading brand of Chinese children's wear.

Babu has also worked with a number of authorized agents to extend its tentacles to early education, diapers, and skin care products in the market of deep ploughing children's clothing.

It also entered the field of animation and launched the first Babu bean animation with "Chinese elements" on CCTV.

At present, Babu children's clothing has 145 Direct stores, and there are about 200 franchises.

Electricity supplier is also an important sales channel. Data show that at present, there are about 13500 shops selling Taobao and Tmall related products.

< /p >

< p > the cooperation with Babu is an important measure to vigorously develop the domestic market by relying on the existing advantages of the infant and young children's knitwear market.

Xinhua said the company began contacting Babu beans in 2012.

Group textile product resources, such as product knowledge, production management and trade talents accumulated in baby clothing for many years, can achieve win-win results through marriage with Babu beans.

This cooperation will pform the company from the traditional domestic trade mode to the brand management mode, and enter the new stage of enterprise development driven by brand value.

< /p >

< p > < strong > moving from online to offline > /strong > /p >

< p > in September 27th of this year, the brand of red internet purchased by Suning was first opened under the shop in Beijing. After that, Su Ninghong's children have opened physical shops in key cities such as Wuxi. This is a key link to achieve seamless realization of O2O business mode. The key position is highlighted, and it also plays an exemplary role in this field, providing experience for other brands of electric business websites to move forward.

< /p >

< p > in the choice of store locations, the red children still rely on Suning resources and settled on the three floor of the super store in Suning Chaoyang Road, Beijing, with an area of over 3000 square meters, which is even more generous than the 2000 square meters predicted by the media.

Such stores are rare in Beijing and even in the country's mother and infant stores. The products in the store include maternal and infant foods, milk powder, clothing, diapers, toys, children's cars, children's beds, etc., covering almost all kinds of mother and baby products, which are needed throughout the age of 0~6.

< /p >

< p > red children's physical store pursues Suning's "double line parity" policy. Under the integration of information system and terminal hardware, we can open up the price and product line under the online and offline market, and achieve seamless connection between online shopping mall and physical store.

It can be found in the store that even if customers do not get the right goods in the red children's physical store, they can still browse the about one hundred thousand commodities of the online children's shopping mall on the online shopping guide, and complete the work of commodity inquiry, price inquiry, inventory inquiry, consumption order production and so on, and simplify the shopping process.

< /p >

< p > store price tag is accompanied by two-dimensional code or bar code. Consumers can browse the online shopping mall directly through the APP scan code of the mobile phone, quickly understand the commodity information, view the online evaluation, and place the order freely; if online shopping order is placed, the red child entity shop can also be used as a self introduction point, which is convenient and quick, and is called a "sense of existence" efficient shopping method by consumers.

< /p >

< p > it is reported that there are 500 brands of red children's physical stores, and 20000 samples are produced by SKU, so as to achieve the lowest price in the whole industry.

Instead of selling products, the Red Kids shop provides a one-stop service, including maternal and child consultants, providing childcare services for consumers, preparing Yoga for pregnant women, postnatal recovery, baby bathing and hairdressing services.

{page_break} < /p >

< p > < strong > single second child brings opportunities for garment enterprises to increase children's wear Department < /strong > < /p >

< p > December 23rd, the sixth session of the Standing Committee of the twelve National People's Congress was held.

At this meeting, we will deliberate on the draft resolution of the State Council on the consideration of adjusting and improving the family planning policy.

Under the pressure of accelerating the aging of population structure, the "only one good" birth policy is being replaced by the "two child" new policy.

< /p >

< p > it is predicted that the new birth policy will launch a new round of fertility upsurge.

Correspondingly, the children's wear market will usher in unprecedented prosperity. For the current industry situation, children's clothing market has been looked at by many adult clothing enterprises, and in the year of 2013, the market is ready to seize the opportunity.

According to the state securities estimate, the implementation of the "two child alone" policy is expected to add 8 million new babies in 5 years, which will bring huge increments to the children's wear market and further stimulate the development of children's wear industry.

In particular, the baby market will become a direct beneficiary of the opening up of the "two child" policy.

< /p >

< p > in the face of the huge growth potential of children's clothing market, many garment enterprises began to adjust their product layout and march towards children's wear market.

In addition to Taiping bird, Jiangnan cloth, attachment, ZARA and other garment enterprises, 361 degrees, Lining, Nike and other sports brands also strive to win a share in the children's wear market.

Meanwhile, Semir, which has already entered the children's wear market, has also adjusted its strategy this year to expand the children's wear product line to the baby area.

Semir officially launched its brand Mini Barbara this year, aiming at the 0~3 year old baby clothes market.

< /p >

"P" is a good look at the potential of the children's clothing market, and Semir has started to lay out children's clothing long ago.

At present, the performance of Semir 1/3 is contributed by the children's clothing business.

At the same time, Semir's children's wear brand balbala has also developed well over the past few years. Balbala's sales in the National Children's wear brands have also been at the forefront, and the annual sales of the brand are over 5 billion yuan.

< /p >

< p > in view of the good performance of Barbara children's clothing in the market, Semir will also make relevant adjustments to the children's wear product line this year, and launch the baby branding brand Mini Barbara for the 0~4 year old baby market.

< /p >

In fact, mini Barbara has been in operation for two years, but it will be launched in the form of an independent sub brand this year. It will also operate in the form of independent shops in the promotion of P channels.

The adjustment of the company's products is not only aimed at catching the huge market opportunity after the launch of the "two child alone" policy, but more importantly, the development potential of the baby market.

< /p >

< p > abandoning the existing domestic mode, combining with the fashion development mode of adult clothing, the Mini Peace of Taiping bird fashionable dress arises at the historic moment.

The children's clothing brand, which was officially targeted at the national market in 2011, has successfully entered Wuhan, Yichang, Ningbo, Hangzhou, Jinhua, Nanchang and Shenyang after more than two years of development.

With such rapid development, coupled with its brand philosophy, fashion elements and mature operational experience, Mini Peace has become a new force that can not be ignored under the "multi brand" strategic system of Taiping bird.

< /p >

The independent appearance of "P" in this year's seventeenth Ningbo international costumes fair is also an important recognition of its speed and depth.

< /p >

< p > in fact, the growth of MiniPeace is the masterpiece of Taiping bird group, which is based on many years of experience in brand operation and has drawn excellent cultural genes.

Through a large number of previous research, Taiping bird found that, according to the constant subdivision of children's clothing market based on age, although to a great extent, it promoted the formation of a more reasonable and targeted sales system, the pressure of inventory that came with it also became a "stubborn disease" affecting brand and enterprise development.

< /p >

< p > in March this year, the Lining children's wear was first unveiled in the children's wear hall with a completely new independent image.

Since 2010, Lining group has set foot in the field of children's wear. After three years of market exploration and accumulation, it has continuously provided quality products for Chinese children's sportswear.

The new Lining KIDS has authorized the group to invest in Tianjin wide cat children's products Co., Ltd. since January 1, 2013. When the brand continues the big Lining DNA, resources and the group are more integrated.

The new products mainly serve children aged 5~12, including clothing, shoes, accessories, equipment and so on. The upgraded Lining children's clothing mainly focuses on sports and sports and leisure activities to meet the needs of different occasions such as children's daily life, sports and so on. The brand will create safer, healthier and healthier sportswear products for children.

< /p >

< p > strong > fast fashion brand redefines the Chinese market < /strong > /p >

The trend of "P" fast fashion has blows itself into the domestic market. It has started a boom in the consumers and the whole industry. Nowadays, the fast fashion brand has established its general layout in the Chinese market. The fast fashion brand H&M, Gap and UNIQLO have made great changes in the past year.

< /p >

< p > < strong > H&M: hope to be more refined < /strong > /p >

< p > most people will define "H&M" with the term "fast fashion". There are also ZARA, UNIQLO, GAP, Forever21 and so on.

The core of this concept is "fast".

For consumers, "fast" is relative to the sales pattern of traditional department stores. The latter always follows the fixed product renewal cycle, and the style is relatively limited.

But "fast fashion" almost updated everyone's shopping idea in the early 2000s: every week, new products continue to be offered, and the prices are very cheap.

They encourage people to shop more frequently, and at the same time eliminate more frequently purchased items.

< /p >

< p > for practitioners, the representative of "fast fashion" is ZARA -- almost all brands that are commonly called fast fashion will deny that they are related to this definition: Gap emphasizes their quality, UNIQLO emphasizes fabric technology, and H&M now refuses to admit that she is fast.

< /p >

< p > H&M is not as fast as people think.

According to the current creative director Ann-Sofie, H&M's product line is divided into three categories according to the fashion level: Fashion Basics, Contemporary Fashion, and the most fashionable lady trend (Lady s Trends).

The production cycle of the basic series usually takes 7 to 9 months, and the fashion ladies series takes 3 to 4 months.

Even with additional orders, the production cycle will vary depending on the fabric supply and the complexity of the design, and the fastest will take about 8 weeks.

< /p >

< p > it is learnt that from January 2, 2014 onwards, H&M will launch a new sub brand HM Sport (HM campaign), as H&M's expansion brand, H&M Sport will start the world with a new look.

It is understood that after the launch of HM Sport, special stores will be set up in H&M stores, and new brand sportswear and accessories will be sold. HM Sport will provide a full range of sporting goods with strong sense of fashion, including running jackets, sports tops and trousers, yoga suits, tennis shorts, cold resistant fleece and outdoor sports wear.

{page_break} < /p >

< p > < strong > UNIQLO: the redefined successor < /strong > /p >

< p > up to May 2013, the number of overseas stores in UNIQLO reached 410, of which 212 were in China.

By the end of September, UNIQLO has so far the world's largest flagship store to open in Huaihai Middle Road, Shanghai.

< /p >

< p > if we regard UNIQLO China as an independent entity, every shop under the company's number of 9000 employees is making a profit, with a standard area of 1000 square meters, with sales ranging from tens of millions to hundreds of millions of yuan per year - about one of the most successful apparel retailers currently operating in China.

< /p >

< p > 2001, the company decided to expand the market outside Japan, the first choice for the United Kingdom, two stores opened in Shanghai in 2002, by the end of 2005, China opened 9 UNIQLO, 2 closed, this year, Pan Ning pferred from Hongkong to the mainland of China as general manager.

< /p >

< p > now, the total number of stores in UNIQLO China exceeds H&M, second only to the number of shops opened by ZARA parent Inditex group.

< /p >

The LifeWear series launched in autumn and winter of P > 2013 shows the integration of UNIQLO's innovative products in a brilliant way. The unified visual elements indicate 12 project groups, including HEATTECH and silk, cashmere and other fabrics, including high elastic jeans, flannel and so on. These are all items that have been preserved in various seasons, and have undergone many changes in design and technology.

UNIQLO has posted "the best definition of UNIQLO design philosophy" ever.

In the last year and a half, UNIQLO has opened 132 stores in China. In the past 11 years, the total number of stores in UNIQLO China is only 80. The number of new stores in the coming year will reach 80 to 100. In a short time, the number of stores in the Chinese market expanded 1.65 times, which means that the corresponding management difficulty growth is no more than that.

Regardless of the number of management teams in the retail business, the location and speed of the shops, the quality of staff training, or the supply chain system, it is difficult for them to expand their business regardless of the single store operation management or the high consistency of each shelf display.

At the same time, so many stores are able to keep pace with the rapid expansion of China relative to the needs of China? No matter in busy downtown centers or quiet remote communities, when the UNIQLO can be seen everywhere in the streets, this never-ending machine still runs in China with high efficiency.

< /p >

< p > < strong > Gap: wisdom of coming from behind < /strong > /p >

< p > General Gap's principle of expanding in China in the past 3 years is that they do take the two cities with high awareness of Beijing and Shanghai as the starting point for starting shops, but since then they no longer refer to traditional urban grading standards.

This is almost the same as that of most brands, and has become the secret of Gap's firm foothold.

< /p >

< p > November 2010, Gap entered China, and then to May 2011, the Greater China CEO Jeff Kriwan took office, but opened 4 stores, and now the number of stores has reached 70.

As the latest Chinese fashion brand in several fast fashion groups, Gap's action is not slow. The fast retailing group's UNIQLO stores have been in the shop for almost 6 years.

< /p >

< p > up to now, the number of ZARA stores in China under the Inditex group has reached 396, while UNIQLO is 235, while H&M is 134.

Even if Gap achieves the goal of 80 Chinese stores in fiscal year 2013, the gap still looks different.

But unlike competitors' strategy of "Beijing Shanghai first and post capital city", the expansion of Gap is based on the concept of business circle.

In the 19 Chinese cities that the company is currently involved in, there are cities such as Chengdu and Shenyang, which are considered to have regional central status, as well as markets which may be ignored in Hefei and Ningbo in a traditional sense.

< /p >

< p > in the urban expansion sequence table of Gap, Hangzhou, a tourist city before Shenzhen and Guangzhou, became the third city after Beijing and Shanghai.

Jeff Kriwan also equates the business climate in Suzhou commercial street with Shanghai. In his view, Gap stores in Suzhou do not adopt different strategies because the city is usually divided into a second tier city.

< /p >

< p > in addition to this city precedence list, Gap will also take some tests to observe the acceptance of brands in less developed markets. Hefei is an example of this.

< /p >

< p > based on the positive or not positive signals from these new markets, Gap will adjust its speed of expansion in the Chinese market.

< /p >