A Big Analysis Of The Development Trend Of Garment Industry Chiefs In 2014

　 Opening the road of diversification

In the list of China's fortune 500, which was released by US Fortune magazine in 2013, it has been 12 years' leisure. Clothes & Accessories Big guy Semir clothing failed to list thirteenth times. Not only Semir, sports brand Lining also fell out of the list of top 500 in 2003, but YOUNGOR, Mei Bang dress, down jacket O Namishito and sports brand Anta also fell sharply.

When the whole industry is in the doldrums, some enterprises choose diversification strategy, and some even take precautions in the early days to set up other industries early. For example, shares with YOUNGOR and Shanshan are in Ningbo. clothing Two samples of industry diversification. After a number of years of diversified development, the two companies, which have repeatedly captured the first market share of domestic clothing, are now heading into three carriages of clothing, real estate and investment, while the main business of Shanshan stakes is not only clothing but also two lithium battery materials and investment. Erdos, another garment enterprise, is rich in mineral resources in Inner Mongolia, and has chosen mineral resources, such as ferrosilicon, coal mining and deep processing, in the solar energy industry.

For Zheng Yonggang, the actual controller and former chairman of Shanshan stock company, he continued to add "identity" from that year when he led Shanshan to "fight a battle to win a battle", to new energy, and then to equity investment. Zheng Yonggang said he was "forced" and was exploring the value of self existence.

Nowadays, compared with the flourishing of new energy and investment business, Zheng Yonggang's home grown fir clothing seems to be no longer as brilliant as it used to be.

　 Active mergers and acquisitions

After the downturn in the apparel industry, mergers and acquisitions also become more active.

In mid June 2013, the highest price of Semir clothing hit the biggest merger case in the clothing industry. Its announcement said it would buy a 71% stake in Ningbo zhe Mu sang holdings limited by 1 billion 980 million yuan -22.6 billion yuan. Although the two sides failed to reach an agreement, the so-called "biggest apparel industry M & A case in history" ignited the passion of the whole industry again.

A month later, in July 2013, nine herd king also came up with high-end acquisitions. Men's wear Wu Huirong, the company's secretaries, has also confirmed the business news and stressed that the integration of clothing brands is a long-term trend.

Not only are these two industry giants fond of mergers and acquisitions, many enterprises are eager to buy and merge clothing enterprises. For example, 600398.SH sells shares to buy Hai Lan's home.

Some analysts believe that although the clothing brands are facing serious problems such as high inventories and declining profits, they also create a good time to hunt for the bottom. Especially those big brands can not let go of the temptation of "big fish eating small fish" at a low price.

　　 Restructuring attempts to transform

In fact, not only is the traditional clothing brand, but also the sports brand of the past has been deeply tired by high inventory.

As a result of a large number of stocks, since 2012, the main task of China's six major sports brands is to digest inventory, and consumers often see discount sales of major sports brands. In the past, such a big discount is hard to see.

In addition to the "passive" way to reduce inventory, the major sports brands also take the initiative to save themselves and expand to outdoor areas. Traditional sports brands such as Adidas, Lining and Kappa have launched outdoor products series, and the transformation trend of sports products to outdoor products is more and more obvious.

And the loosening of the "two child" policy is more important. Children's wear The industry has brought new opportunities for development. Clothing brands at home and abroad have begun to accelerate the layout of children's clothing market. Many brands such as Semir, Anta, 361, Lining and so on have also launched relevant strategies according to the expectation to overweight children's clothing business.

2013 is also clothing. Spin In the year of industrial transformation, traditional brands have been in touch with the net. Tmall's "double 11" has achieved a success of selling 35 billion yuan on a single day.

Against this background, Lining, Mei bang, Semir, seven wolves, XTEP and other garment enterprises have launched an electric shock tour.

　 A lesson from the past

But the path of transformation is bound to not happen overnight. The experience of fast fashion brands, once popular, may be worth learning from.

Since 2007, people started selling shirts with men's shirts, with the pioneering brand marketing and cost-effective products, creating the growth myth of the Internet brand.

Unfortunately, after a big clearance sale and a big sale, from 29 yuan T-shirt to 29 yuan shirt, everyone will make the brand of pure cock silk with "29 yuan" from the clothing brand representing the young people's attitude of life. In 2013, with the overall downturn of China's garment industry, customers were constantly moving out of their locations and making bad debts.

It can be said that all customers will be marketing the ultimate, the overwhelming advertising, hot all the time object, in this respect, everyone is successful. But the customers brought by marketing can not really become fans, and be kept by customers.

A few days ago, a new round of financing for all customers was completed. Lei Jun also used micro-blog to shout, hoping that everyone can make the ultimate single product, "a really good white shirt". Chen told the media, "in 2014, we will focus on products as the core strategy and carefully create high-end products that make consumers scream".