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Grassroots Brand Suddenly Rises, Multi Brand Strategy Or Growth Point In 2014

2014/1/7 9:58:00 154

Grass Roots Brand 2014 Clothing 201 4 Taobao Crack Semir

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 grass roots brand new environment breakthrough > /strong > /p >
 focusing on strategic adjustment is the starting point .
At the beginning of 2013 P, heavy news came from the field of electronic commerce. Taobao's original brand "crack and silk" merger and another Taobao big C "angel city" became the first example of Taobao's original brand integration, causing great sensation. However, after a tumultuous look at the M & A incident again, it is found that this is actually a necessity. It shows that the operation of Taobao's original brand has begun to enter the period of adjustment and spanformation. 
 the acquisition reveals the current survival environment of Taobao's original brand. The main reasons are as follows: first, the rapid changes in the living environment, and the gradual entry of traditional enterprises into the ecommerce circle. With the arrival of this fierce tiger, competition began to intensify; two, the rapid growth in the early years, if it encountered the lack of basic precipitation and management, or would make the founder powerless in operation; three, after the expansion of the company's scale, it would no longer stay at the store level only, but it would need more strategic layout to plan the layout from the strategic perspective. 
 Taobao original brand has already established the concept of brand with Taobao platform and has certain customer resources. If we want to continue expanding, we must learn to operate scientifically and meticulously and build a stronger "big" brand instead of "Amoy" brand. If enterprises want to stand out in the fierce competition, they must clarify their core competitiveness. Taobao big C store initially relied on low cost network sales platform to attract customers with low price and variety. Among them, the large C shop with unique style, good quality and good faith has gradually evolved into Taobao's original brand. However, with the increase of costs, the intensification of homogeneous competition and the expansion of its own scale, the core competitiveness of the original relying on low price is becoming weaker and weaker. For the Taobao original brand with more long-term pursuit, low price competition is not a long-term solution. We must adjust the spanformation at the operational level and take the fine management road to create the brand. 
 the prelude to the reorganization of Taobao's original brand, which has been opened by the city of breaking the silk and merging the angel city, is just the beginning of the long-term development of Taobao's original brand. The expansion of scale and the integration of resources in the supply chain and team do not mean that Taobao's original brand has become a mature brand enterprise. At present, the scale and management capabilities of Taobao's original brands are difficult to compare with the famous brands under the traditional lines. For example, after splitting the silk and merging the angel city, they become the Taobao platform women's clothing brand tycoon. However, the scale of the one billion yuan and the famous brands under the line of ten billion yuan are much worse. 
 on the other hand, since 2007, the development of electricity providers has been extremely fast. Especially after the establishment of Taobao mall and the doubling of the sales volume of "double 11" in the past 4 years, the number of online shopping groups has doubled, and more traditional enterprises have no longer overlooked the existence of online shopping groups, and have started to rush. For the original Taobao brand originated from grass roots, we want to break through from the new competitive environment. We can no longer blindly develop as before. We must take a step by step, but we must carry out a new overall strategic adjustment. The two original brands of Taobao and the city of angel have faced dramatic changes in the environment. From the perspective of the future development strategy, they choose the way to deal with difficulties together. The complementary advantages of both sides can help them get better development in the long run. 
 Taobao original brand as a grass-roots brand developed step by step from Taobao network platform, after several years of rapid "barbaric" growth, part of it has already revealed the potential of "big" brand, but the threshold is also in sight. Faced with fierce changes in the competitive environment, they appear to be somewhat powerless and have to rethink the way forward. The merger and acquisition of angel city only opened the beginning of Taobao's original brand operation spanformation to seek development. Thereafter, Taobao's original brand sellers must further expand in scale and further optimize management in various ways to create a more competitive original "big" brand. 
 no matter whether Taobao's original brand spanformation path can be successful or create new ideas, in short, this integration is not simply 1+1=2, behind the strong joint efforts, it is more to bring about a different fate change for the two enterprises. In the process of the great development of the electricity supplier pattern, more effective resources will be effectively integrated, bigger enterprises and stronger electricity providers will ultimately achieve the ultimate goal of brand building. {page_break} 
 multi brand strategy or growth point 
 effective integration of resources is the key to 
"P > has been seeking to develop high-end high-end" a target= "_blank" href= "http://www.91se91.com/" clothing "/a" brand business Semir clothing has finally made a substantive step, the company has its own capital of about 2 billion yuan acquisition of Ningbo zhe Mu sang Holdings Limited 71% of the controlling interest. This merger case has been named by the industry as "the largest a target=" _blank "href=" http://www.91se91.com/ > clothing /a industry. " In recent years, the brand has been faced with a bottleneck through the extensive growth of the horse racing enclosure. The enterprises in the future may rely more on acquisitions, mergers and endogenous growth to achieve sustainable development. The enterprises with strong financial strength have greater advantages in mergers and acquisitions. Because GXG owns department stores, shopping center channels and network channels, the industry generally believes that the acquisition is an important step for Semir to adjust to high-end channels. 
 middle and high-end leisure men's wear industry is in the growth stage. There will be great room for future development. Through the acquisition of GXG, Semir apparel will expand its new business growth point and enhance the company's performance. Through this acquisition, Semir clothing has also expanded its business layout to meet the needs of consumer upgrading. Based on the original public leisure and children's clothing business, the layout of high-end business to meet the diversified needs of consumers. Not only that, the acquisition of GXG will also help Semir build a high-end business platform. 
 the acquisition will help improve the layout of products and channels. Zhe Zai Shang has over 1200 stores in China, and its GXG brands are about 900, gxg.jeans is about 300, gxg.kids is about 40, and the proportion of direct and franchise is 2: 8. Stores are mainly concentrated in East China and coastal areas, and there are still large shops in the Midwest. The brand of Semir and balbala is dominated by street shops, and zhe Mu Shang brand is positioned as a high-end leisure wear in a second tier city, and is mainly distributed in mainstream department stores and shopping centers. The acquisition effectively compensates for Semir's deficiencies in product and emerging layout, helping its brand ladder and multi-channel construction. The acquisition is basically a shareholding of investors. Most of the management shares are retained. Semir is committed to not intervening in the existing management of Zhe, ensuring the independence of team operation. In the long run, the running in of new brands and original brands remains to be seen. 
Earlier than P, Semir has seen sporadic mergers and acquisitions in the past two or three years. YOUNGOR has bought and bought the new Ma group of the men's business department of the KELLWOOD company of the United States, the acquisition of Hangzhou Kenna clothing by the seven wolves, Anta's acquisition of the global a target= "_blank" href= "http://www.91se91.com/". The apparel industry is launching a new round of mergers and acquisitions. However, the background of several mergers and acquisitions in the past is very different. At present, the apparel industry has gone through a wave of stock going spanformation in the past two years, which makes the tide of mergers and acquisitions in the industry also changed. 
 the fast growing period of the domestic low-end casual wear market has basically gone. With the rapid development of fast fashion brands and outdoor sports brands, the pattern of casual wear industry is developing and changing. Domestic enterprises are beginning to seek spanformation, expand the brand line, strive to make a difference in the profitable high-end high-end market, and meanwhile, improve the design and development capabilities of < a target= "_blank" href= "http://www.91se91.com/" > brand clothing /a by absorbing the high-end brand design team. 
 because of the lack of high-end brands in China, the domestic clothing enterprises enter the middle and high-end market, often choose to merge and purchase the garment enterprises that have the foreign brands in China. But now the competition in the low-end market is fierce and the bottleneck of expansion is prominent. Therefore, mergers and acquisitions show the trend of high-end brands in the low-end brand mergers and acquisitions.