China'S Brand Clothing Enterprises Have Been Pformed To Survive.

< p > here the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

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< p > < strong > Lining: channel rejuvenation plan digestion inventory < /strong > /p >

< p > 2014, the Chinese sporting goods industry seems to be showing signs of haze.

In March, Lining announced the results for the whole year of 2013. Although sales revenue has declined, the deficit has narrowed.

In particular, since the company is committed to cleaning up inventory, the old inventory problem has been solved, and the overall inventory level has dropped further than last year.

This is thanks to the channel revival plan established by Lining.

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< p > according to the publicly disclosed data and data, Lining has performed well in the clearance of channel inventory, and the inventory structure has been optimized.

After the integration of major stores, gross margins and operating efficiency have improved significantly over the past few years, and sales of new products continued double-digit growth this year.

In 2013, Lining implemented two changes in business adjustment and the establishment of a retail business platform, increasing the number of self run shops and regular shops, optimizing new product portfolios while closing inventories, and closing inefficient stores.

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< p > over the past 10 years, China's sporting goods enterprises have basically adopted the mode of "wholesale + brand". Because of the good external environment, for sporting goods companies, they only need to build brands vigorously, sign various sports resources, sign sports star spokesmen, and the brand is approved by dealers so that they can quickly open stores and expand channels.

The core of the "brand + wholesale" mode is that the brand manufacturers do the brand of the enterprise, then wholesale the goods to the distributors, and whether the goods are sold to consumers in the end, how to sell them to consumers, and what feedback consumers have, these brands do not need to consider.

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< p >, however, is this product really popular among consumers? Brand dealers and dealers have no idea in mind.

Moreover, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders the goods at the order meeting, and the brand dealer gives the goods to the dealer, and the whole business activity is over.

Even in the actual sales process, there is no way to adjust flexibly for a particular product, especially for a particular product.

The sale of special salable products is gone, dealers can not replenish goods, especially products that are not well sold can only become inventories, stacked in warehouses, many dealers have no means nor have the ability to sell places in a certain place, but the goods that may be salable in other places are p regional dispatching.

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< p > in fact, Lining and other first-line sports brands recognize the drawbacks of the wholesale mode.

As a result, Lining established the channel revival plan, launched the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and goods arrangement.

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< p > < strong > Bestseller: to spend 3 months in WeChat to get through O2O < /strong > /p >

In less than 3 months' time, it took only 66 stores to do experiments, but it brought 10 million yuan of sales. As if overnight, the O2O experiment of four brands of retail giant Linghua fashion company cooperated with WeChat, and let the industry take delight in it.

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"P", as a foreign garment company from Denmark, has been widely praised for its vigorous development in the Chinese market.

The attraction of its brand to young Chinese consumers also makes it a standard for large shopping malls in China.

The industry even has "no silk, not shopping malls".

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< p > however, even such a giant enterprise has encountered many problems and challenges in the past two years.

The first problem is the decline in store traffic.

In fact, JACK&JONES, the best seller of the company's e-commerce business, is also facing many obstacles.

Because online shoppers are still more sensitive to price, companies usually put the products of low price segments or inventory products online.

Under such circumstances, how to expand online business has also become a big challenge.

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< p > the VERO MODA and its micro shopping cooperation were first started by the electric business department. Later, considering that the most important value of this mode is to change the shopping experience under the user line, so the shop is dominated by offline stores.

The products of VERO MODA micro shopping platform are exactly the same as those of offline stores. There is no difference in price.

In the autumn and winter of 2013, about 60% of the products of VERO MODA were added to the two-dimensional code. In 2014 spring, all VERO MODA clothing could be pferred to the line through two-dimensional code or even bar code scanning.

After the user's scavenging reaches the micro - shopping page, it can look at the related collocation of the goods, collect the favorite goods or direct the list.

After placing the order, the user can pick up the goods on the spot or return home to deliver the goods from the VERO MODA store.

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< p > however, in the cooperation with micro shopping, VERO MODA will inevitably encounter some challenges, including technology development, system safety, salesperson education, etc.

In order to enhance the enthusiasm of offline salesmen to use the micro shopping platform, the online turnover of VERO MODA on the micro shopping platform is counted in the salesperson's performance, which is also an important reason for the O2O business dominated by the offline retail department.

In addition, WeChat and WeChat cooperate to take the buckle mode, and WeChat can get 0.5% of the total sales discount.

This is also good for WeChat.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_f.asp > > seven wolves < /a >: establishment of financial company under the combination of production and finance < /strong > /p >

< p > recently, the seven wolf company announced that it would jointly set up a finance company jointly with the controlling shareholder Fujian seven wolf Group Co., with a registered capital of 300 million yuan. At present, the project will have to wait for the approval of the CBRC.

It is reported that if approved successfully, it will become the first private enterprise group finance company in Fujian province.

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< p > Wu Xingqun, secretary and deputy general manager of Fujian seven wolves industrial Limited by Share Ltd, said that its significance is equivalent to the "quasi bank" within the enterprise. It will strengthen the linkage of hundreds of companies including the marketing companies, franchisees and accessories suppliers, reduce the financing cost of the upstream and downstream enterprises, adjust the surplus and deficiency of the main business funds, and grasp the opportunity to optimize the profit of the capital. This is also a powerful attempt for the private enterprises to enter the financial industry under the background of Quanzhou gold reform.

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Wu Xingqun also said that the company's capital flow was abundant. The first quarter of 2014 showed that the total amount of monetary funds at the end of the report was about 2 billion 376 million yuan, accounting for 35% of the total assets, accounting for 50% of the net assets. However, the problem of imbalance in the funds among the members of the group was quite prominent, and the business development of some enterprises needed larger credit capital investment.

Against this background, it is an inevitable choice and effective way for seven wolves to set up financial companies.

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< p > seven wolves take the road of "integration of industry and finance" is a major breakthrough in the new situation.

By setting up a financial company, it can significantly improve the settlement efficiency of the members of the group, speed up capital turnover, and effectively collect idle funds for financial management.

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< p > in fact, the combination of industry and finance is quite common in large domestic enterprises, especially in state-owned enterprises, but it has not yet been established in private enterprises.

Last year, in the overall downturn of the industry, the seven wolves shares fell for the first time in the tenth years of their listing, and their revenues and profits fell by more than 20% over the same period last year.

The establishment of a financial company is intended to maintain capital and water conservation entities and achieve "integration of industry and finance".

It is reported that clothing will still be the main business of the seven wolves, which is also the brand support of the seven wolves, making the clothing business bigger and stronger and heading for the international market. This is the ideal of the seven wolves.

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< p > < strong > Semir: repositioning the market for children in war, < /strong > /p >

< p > at present, Semir adult leisure "a target=" _blank "href=" http://www.91se91.com/ > dress < /a > revenue decline has not changed, the dilemma of high-end strategic pformation is still.

Due to the poor sales of casual wear, Semir clothing began to close down inefficient shops on a large scale.

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< p > in the face of the continuous decline of adult casual wear, Semir costumes in 2013 frequent action, to agents, joint ventures, acquisitions and other modes of trial, strive to extend to the high-end market, and accelerate the layout of multi brand strategy.

However, after its plan for the acquisition of high-end leisure men's brand GXG, the agency agreement signed with the German high-end leisure apparel brand Marc O Polo is also difficult to achieve.

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< p > however, Semir clothing 2013 earnings report shows that the proportion of children's clothing business income has been improved, the scale of income reached 2 billion 540 million yuan, an increase of 19.9% over the same period last year.

Recently, Semir clothing announced that it will officially enter the children's education market.

The Semir company entered the children's education and training market by acquiring 70% of Yu Han's Shanghai stock market. With the advantage of Yu Han's brand and professional ability in Shanghai, combined with various resources such as channel, customer, management ability and capital strength, the resources integration of China's children's education market was carried out.

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< p > according to Semir apparel director, Future Ltd will continue to invest, merge and integrate resources for children's education, animation, film and television, games and other related categories, and build the company into a one-stop integrated service platform for children.

In addition, apart from its own brand, Barbara, Semir clothing has entered a more sophisticated middle and high-end children's clothing market by acting as a high-end brand of children's clothing in Italy, such as Sa Raba NDA and Minibanda.

At present, Bala Bara, Semir's children's clothing brand, has become the largest brand of children's clothing in China.

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"P", in addition to children's clothing, Semir clothing's parent company Semir group has launched a "dream more" children's format brand, the future of children's clothing by the listed company Semir clothing main business, clothing for children's products business is dominated by many dreams.

With the involvement of heavyweight players, the competition for children's clothing market will also intensify in the future. However, for the current stage of Semir clothing, children's clothing has a very important strategic significance. The success of children's clothing strategy will directly affect the valuation of the capital market.

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< p > < strong > Jin Ba: an open letter to boost morale < /strong > /p >

"P", known as China's first brand of leisure men's brand, the strong man's clothing was not able to stand alone in the cold war of the clothing industry in 2012.

On the Internet there was a letter from the chairman of the powerful man "the chairman to the staff," which revealed that the brand of "focused jacket" suffered the most serious market downturn in history.

Because the implementation of the strategy is not allowed to discount sales promotion and do not accept any form of return, resulting in a large backlog of goods from franchisees around the country, it is difficult to digest, some franchisees even admitted that in 2012, the stores were basically losing money.

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< p > he wrote in his letter, "I heard that one of our quality managers, when testing the quality, said that without standards, he is the standard.

If you do not entertain yourself, you will not accept it.

I heard that when our individual colleagues worked with suppliers and distributors, they had to ask the other party for high-level entertainment, eat, drink, live, ask, ignore the company system, and become a corrupt moth and a garbage in the workplace. "This harsh wording seems to indicate that the real power is really at a critical juncture.

Hong Zhongxin, President of the company, pointed out that he would "purge" the interior.

He said, "we are going to have a thorough physical examination. Please prepare for the physical examination."

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< p > however, recently, the world brand conference sponsored by World Brand Lab released the list of China's 500 most valuable brands in Beijing in 2014. For the eleventh years in a row, the men's clothing of the top tyrants has become the first value brand of Chinese men's clothing with the strong value of 28 billion 755 million yuan in brand name.

According to the report of the world brand laboratory and its independent evaluation committee, "the strong tyrant men's unremitting adherence to and adherence to brand positioning, and the innovative actions of adapting to the changing consumer environment in the digital age, constantly building brand, expanding the market and upgrading channels, are releasing their vigorous growth energy, making the potential of brand's value to achieve greater space leap in the future."

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< p >, an open letter shows the courage of the power fighter and boosted morale.

It is reported that the next step will be the opening of a multi brand strategy. The relevant person in charge said: "in the future, we will explore the international market through mergers and acquisitions, acquisition of" a target= "_blank" href= "http://www.91se91.com/" designer "/a" brand or some other brands abroad, but even if we buy new brands, we will focus on jackets, not women's clothing, children's clothing and so on.

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< p > < strong > > fan: Learn millet to play "hunger marketing" < /strong > /p >

Not long ago, P, a Beijing Based Technology Co., Ltd., Beijing Wind Power Express Co., Ltd. announced that it was purchased by Tianhua Huayu group, a highway express company wholly owned by CITIC fund.

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< p > 6 years ago, in order to solve the dilemma of the last mile B2C logistics distribution, all passengers built their own logistics company like Feng Da.

The chairman of the board of directors, Mr. Chen, had to lose millions of dollars.

In this regard, the old age is quite satisfactory.

Van's self built logistics has brought in more than 50% of the repeat purchase rate.

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Less than P, who seemed to be in the limelight and had a market value of more than 5 billion dollars seemed to be paying for the crazy expansion.

High inventory, advertising, mass layoffs...

In recent years, customers have been struggling at the edge of losses.

In 2013, customers quietly stripped off like Feng Da and pformed into an independent third party open logistics enterprise.

After the success of the stripping, such as Feng Da changed from the family of van guest to the guest.

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< p > van guest is an extraordinary enterprise. Its mode follows the sudden death of PPG in Shanghai, and through the way of attacking its competitors, it has undertaken all the market heritage of the latter. The urban clothing industry that it cuts into is the biggest basic dish of China's online shopping. The object advertisement in 2010 is amazing. What's more, it is venture capital investment from the beginning.

Fortunately, every guest has won the seventh round of blood pfusion at a critical moment.

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In February this year, van gentry officially announced that it had completed a new round of financing, amounting to more than 100 million US dollars. P

All passengers are funded by the chairman and CEO Lei Jun of Xiaomi company, and shareholders such as IDG and LIAN are participating in the current round of investment.

So far, all customers have been financed 522 million US dollars.

In March, customers sold white shirts, which was regarded as a sign of "millet pformation".

"At 15 o'clock in March 13th, 80 shirts were sold for the first time and 19353 sold out in 21 minutes and 47 seconds. At 15 o'clock in April 2nd, the top 300 cotton long sleeved shirts were sold for the first time and sold out in 5 minutes."

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< p > similar way of "hunger marketing", millet has the best play.

Users will even further think that the two shirts priced at 129 yuan and 499 yuan correspond to red rice and millet respectively.

In introducing white shirts, van guest used the "a" and "target=" _blank "href=" http://www.91se91.com/ > textile "/a" industrial term, and named "only the luxury to dare to use", "a white shirt with the ultimate challenge".

The flow of dividends in the past, consumers really need a high price ratio of goods, "cut meat" to sell the flag of logistics companies like wind, all guests to the road.

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