The Bumpy Road Of Clothing: The Ten Major Changes Of Chinese Clothing In 2014

In the twinkling of an eye, we will usher in 2015.

After many years of downturn, the industry has been more fearful in the 2014. Many stories have been staged. The changes of these stories are pushing the Chinese garment industry forward under the historical wheel. In 2015, Chinese clothing is still in the doldrums.

I still don't know what the result is. But the attempt is a spirit! Although the clothing industry is a low value intensive industry value chain, technology, innovation and originality are still far away from our clothing enterprises. The plagiarism, imitation and quintessence are everywhere. In the depressed retail environment, the rise of foreign fast fashion in the second tier market, the local brands and the trend of their marginalization are more obvious. The original local brands only show a sharp corner, but it has not yet become the mainstream climate. In the Chinese market, the low price and low quality parity clothing brands dominate the market. The future of Chinese clothing is still very bumpy. In 2015, the downturn still exists. 2014 is about to leave. In 2014, China's clothing industry is still struggling. There are many hot spots, such as O2O. There are many cases of landing interconnection, but they are all trying.

First, O2O is still a hot topic.

In 2014, O2O was still fiercer. Its penetration, change and subversion of traditional industries exceeded everyone's imagination.

Clothing industry, the biggest category of online shopping, is also being changed by O2O.

In 2014, more and more traditional clothing brands began to test the water O2O mode.

O2O is changing the development trend of the entire apparel retail industry. More and more high-quality traditional clothing brands have made substantial progress in the O2O direction. For example, the fast fashion brands, UNIQLO, luxury brand Burberry and famous retailers, intime department store are all the typical brands of online and offline interactive sales.

The O2O practice of traditional clothing industry has a common feature, that is, the promotion from offline to online, and the expansion and supplement of online channels as an entity channel.

Two, the loss of contact with

In recent years, "lost contact" has also become a kind of "normality" in the survival state of the board of directors of enterprises. In 2014, this "normal" has become increasingly fierce.

According to public reports, some of the chairman of some private enterprises have lost their connections because of debts. Some of the directors were suspected of being investigated by relevant departments and disappeared.

In 2014, the chairman of the listed companies also joined the "lost Alliance Army", and Ding Hui, a listed company of Hong Kong stock, went off the trail and dropped many companies involved in litigation.

Following Hong Kong listed companies's chairman Ding Hui, who was confirmed to be missing, the companies in Fujian and Quanzhou exposed several similar incidents in succession.

HOPERISE, a fast fashion brand, and alligator, a listed company in Singapore, have heard the news of the loss of their employer's salary.

In the future, the phenomenon of losing the boss of a business owner may continue to erupt.

Three.

In the past ten years, there are few brands in the Hangzhou brand circle. For the market share, in order to expand the channels quickly, the conditions for liberating support are blind expansion, no bottom line, no risk control, and the same is no bottom line risk.

Can you imagine that when you meet the requirements of the so-called brand 100% returns? 100% items of support surprise or even the support of rents perfect subsidies? Can such a perfect gift really be a gift from heaven? When the so-called brand carries all the risks, it may be the beginning of the nightmare after the joy, because the so-called brand without the bottom line will be numerous crumbling fragmented, when the Brand Company is depressed by inventory, when the market is slightly depressed, when the product is slightly different.

As a franchisee and franchisee, can you really make money in light weight? Do you need to bear the so-called risk? Or in that sentence, when the nest is laid, can you finish the egg?

Advise clothing distributors and franchisees, choose brands not only to see the immediate concessions, but also depends on the enterprises you choose, whether you have the ability to develop the brand. It depends on the brand you choose, whether the operation of the market is reasonable, healthy and sustainable. This is the primary consideration of choice! Otherwise, the brand that does not seem to need to take any risk is in fact chosen the most risky brand.

Four, Lining and Jin Zhenjun resigned as CEO

In July 2012, Jin Zhenjun took the post of Lining as an agent for CEO.

Kim's hand in Lining has announced three rejuvenation Lining plans:

Focus on retail terminal sales and channel inventory; improve product and operation cost structure; strengthen organization and execution capabilities; improve channel efficiency, profitability and performance; focus on core products and domestic markets; and enhance brand input and improve marketing efficiency.

(2013 -2014) improving supply chain management, marketing and product planning models; providing more first class products and customer experience.

(in the next two to four years), the business model will be pformed to enhance the profit structure of the company and the channel. It will be more responsive to market demand on product and consumer brand experience, and create a virtuous circle in improving retail efficiency and cash and return on investment.

The three plans are Lining's program of action. Kim's actions in Lining are all around the three plans in action and deployment.

However, since November 14, 2014, he has resigned as the acting chief executive officer. Before the new chief executive took office, the position of chief executive was fulfilled by Mr. Lining and supported by the company's existing senior management team.

It indicates that Lining's brand pformation has been blocked for two years.

Five, fashion brands are on the market.

Understand that listing has become an important way for men's clothing enterprises to get capital support in the cold winter.

Tiger is only a member of many men's wear brands on the way to the public market. In April this year, Hai Lan's home was successfully listed through the technology of shell technology, and Qipai men's clothing also indicated that it was ready to go public in 2015.

Industry analysts believe that the reason why men's clothing enterprises are enthusiastic about listing is the fact that the competitive situation in this field tends to be fierce.

"To widen the gap, get the opportunity to develop, and seek capital market support has become an indispensable means.

Listing is the only way for garment enterprises to develop to a certain stage and seek greater development.

Listing will also play a role in improving popularity.

However, listing is not only an opportunity for enterprises, but also a bigger challenge.

The listing puts forward higher requirements for the operation and management capabilities of enterprises. Enterprises need more input to speed up internal construction.

In addition, the stock price is greatly affected by the performance. If the listed company assumes greater responsibility, the cold resistance and brand promotion ability of the listed company must be tested.

Industry analysts believe that the reason why men's clothing enterprises are enthusiastic about listing is the fact that the competitive situation in this field tends to be fierce.

"To widen the gap, get the opportunity to develop, and seek capital market support has become an indispensable means.

Listing is the only way for garment enterprises to develop to a certain stage and seek greater development.

Listing will also play a role in improving popularity.

However, listing is not only an opportunity for enterprises, but also a bigger challenge.

The listing puts forward higher requirements for the operation and management capabilities of enterprises. Enterprises need more input to speed up internal construction.

In addition, the stock price is greatly affected by the performance. If the listed company assumes greater responsibility, the cold resistance and brand promotion ability of the listed company must be tested.

Six.

On the whole, men's clothing industry is in a state of slowing down shop opening or closing inefficient stores. The pressure on men's clothing industry is still heavy, and the performance is still facing great downward pressure.

In the field of e-commerce, the O2O mode of men's clothing industry is relatively slow. The development of e-commerce is mainly in the stage of selling inventory, and its contribution to income is relatively small.

In the women's clothing industry, the electricity supplier of the group is still dominated by inventory digestion. The main focus is on meticulous management optimization. Revenue will still increase in the future, but the growth rate will decrease.

For outdoor Pathfinder, the high growth space of sunrise industry has brought sustained growth to the company's revenue. The company has set up an outdoor travel integrated platform to take the online offline differentiation mode and pform the brand clothing retailers to outdoor integrated service providers.

As Chinese demand for outdoor travel increases, the company will remain a leader in online outdoor travel.

While the sub sectors of clothing are divided in their operation strategies, financial indicators also show some differentiation.

Judging from the industry inventory and order meeting, it is estimated that the industry is still in the adjustment period in 2014 and will gradually improve in 2015.

With the gradual strategic pformation of enterprises, the profitability and solvency will be improved in the future.

Seven. Bosideng close shop

According to the mid year report released by Boston, during the reporting period, 3436 stores in Bosideng down business were shut down, and the non feather down businesses closed 114 stores and closed 19 stores a day.

At the same time, its net profit dropped by 22.5% to 253 million.

Bosideng is the leader of down garment brand, closing down inefficient shops and integrating channels. This is the self rescue behavior of enterprises, which is the result of market failure, which indicates that the industry competition is more intense, and the down jacket brand will be accelerated in the future.

Eight. Hai Lan's home is flying against the trend.

Under the declining trend, Hai Lan's home has become a rare one. The revenue and net profit of Hai Lan's home "double growth". In 1-9, Hai Lan's home revenue was 8 billion 144 million 900 thousand.

Year-on-year growth of 70.5%, net profit of 1 billion 631 million yuan, an increase of 83.57% over the same period last year.

In the current domestic large men's clothing brands are emphasizing high-end positioning, the most direct manifestation is that the price is high enough, a suit is almost 3000 yuan starting price.

Faced with the increasingly high cost of labor, management and property, product pricing has become an important means for many enterprises to maintain high gross profit margins.

But "high cost performance" is the core advantage of Hai Lan's home. Its brand premium rate is obviously lower than that of the high-end men's clothing brand. In 2014, the price of some products was further lowered by 15%.

In a depressed environment, it is easier to win the market.

Its channel mode belongs to the direct sale type, and establishes the channel with the distributor. The income distribution pattern is divided into the standard of the sales revenue agreement with the manufacturer, the brand dealer and the retailer.

In the commodity business mode, try to buy out system, in 2014, less than 10% of the original product buyout ratio increased to 20%~30%.

The "buyout system" is a bold breakthrough for the serious chronic diseases of commercial casual men's clothing brand.