Search For Special Investment Brand To Strengthen The Layout Of E-Commerce Transformation Effect To Be Tested

It has just acquired the right to operate high-end ladies' clothing ELLE for 57 million yuan. Recently, it announced that it had invested 39 million 450 thousand yuan, 29 million 100 thousand yuan and 3 million 960 thousand yuan respectively, and increased the capital of Guangzhou fiber and wheat clothing trade Co., Ltd. (hereinafter referred to as the "Mai Mai" brand), the Dongguan City Ge Clothing Co., Ltd. (hereinafter referred to as "the world brand"), and the Guangzhou Mu Zi Garments Co., Ltd. (hereinafter referred to as "Mu Si" brand), with a total investment of 72 million 510 thousand yuan. After the completion of the capital increase, the search company accounted for 19.71%, 19.4% and 19.79% of the registered capital of the three companies respectively. Stimulated by the news, shortly after the opening yesterday (September 1st), the search went on to limit.

It is understood that as early as June this year, the search for special express that the 200 million yuan to raise funds for the adjustment of investment in 3~6 leading clothing brand, the investment can be unveiled the company's investment in e-commerce brand prelude. However, in the view of Lu Zhenwang, an e-commerce expert, the Amoy brand is also facing various difficulties. Although there is still potential for clothing market segments for the electricity supplier channel, many brands are in a strong position in big size women's clothing and ethnic costumes, and the market competition is very intense.

Search for the above announcement shows that "Mai Mai" is located in the big code women's clothing, is currently the first brand of Tmall's big size women's clothing sales; "Hei world" is located in the national wind women's clothing, the current products are mainly sold in Tmall, Taobao and vip.com, and so on.

Although the above three brands are different from the "front line" positioning of the popular brand, which is the flagship youth fashion brand in search of special brand, but in search of it, "fiber wheat clothing, fashion garments and Mu purple garments have distinctive brand characteristics, clear and accurate segmentation of the market, which have certain influence in the apparel network consumer market, and have the genes that will grow rapidly in the future."

Financial data show that in the first half of 2014, the income of "fiber wheat" reached 51 million 440 thousand yuan, and net profit amounted to 1 million 92 thousand yuan; the income and net profit of "Hei world" were 39 million 840 thousand yuan and 5 million 890 thousand yuan respectively; "Yun Si Mu" was slightly worse, earning 1 million 500 thousand yuan, and the net profit was -165 yuan.

　　 although The 3 Amoy brands that had increased their capital growth were better, but in the first half of this year, their revenues and net profits fell by 32.71% and 42.88% respectively.

Lu Zhenwang believes that there are some differences between the online and offline markets of clothing in terms of consumer positioning. The market is mainly restricted to the mass market due to the constraints of location and consumption radius. The popular style clothing is also more popular, but the online market is different. Because of the expansion of the consumer base, some minority style clothing brands are better selling.

Search for special securities department stakeholders told reporters that although the company has done business for one or two years, but the electricity business base and total revenue accounted for a very small proportion.

Wang Wei, an analyst with China Merchants Securities, pointed out that the proportion of investment and stake in the company is close to 20%, while reservations are reserved, to a certain extent, to enhance the layout in the field of electricity supplier.

In the announcement, he said that in the new situation of great changes in China's clothing consumption market, the company invested in these excellent e-commerce clothing brands. On the one hand, it can explore the way of future clothing business operators with these emerging excellent e-commerce brands. On the other hand, it will promote the implementation of multi brands for the company, and build a full channel sales network including commercial streets, shopping malls, shopping centers, e-commerce, etc., and lay a solid foundation for covering the development strategy of the high, medium, low end and other segments of clothing market that meets the needs of all kinds of consumers.

"Multi brand" and "full channel" have become a magic weapon to deal with the downturn in the market. Search for special securities department said the above, because the company has a relatively simple brand, transformation will mainly rely on the acquisition to promote, in addition to the announcement of the content, the company is currently in contact with other targets.

But in Lu Zhen Wang It seems that in the overall downturn of the apparel industry, it is of little significance to do so. "With its recent investment in several e-commerce brands, the big size women's clothing itself is facing the masses. The national costume has been a minority before. However, as more and more brands are involved and the competition is fierce, there is a trend of turning to the public. These two subdivision positioning are not good at all."

On the other hand, the market size is limited. Wang Wei pointed out that the price of fibre wheat dress is mainly 200~300 multivariate, and the comprehensive sales ranking of women's clothing category has been in the top three in recent years, but the market size of women's clothing is relatively limited. Currently, the best brands of Amoy brands, such as Han Du, Yin man, rime and silk, are only hundreds of millions of scale, and the scale can be achieved in the mass scouring brand system. However, Hei world and Yun Si Mu want to have a relatively low reputation, especially the latter only a few million sales scale, the comprehensive quality of these bid targets is not obvious, and the future development prospects are also facing challenges.

　　 Wang Wei The company's operating pressure has been increasing since the second half of last year. Retail sales in the second half of this year will not improve. Under the background of weak market, through a series of acquisitions, the company actively explores the transformation to "fast fashion, multi brand and all channel" mode. This model only tests the operation strength of the company or partners, especially the operation experience of the company in the high-end and electronic business field. Therefore, the actual effect of the transformation needs further observation, but it does not exclude that these acquisition measures will stimulate the stock price in the short run.