How Do The Seven Fashion Brands Play Cross Border Fashion?

　　 American state Tens of millions of huge sums of money, "wonderful flower theory", and cross-border cooperation with Alipay

On November 2014, Metersbonwe announced the title of the first domestic speaking talent show "wonderful flower", which was produced by Iqiyi Ma Dong studio, and two well-known artists from Kevin Tsai and Gao Xiaosong joined the tutor. It is known that the people who gather the world's "most able to speak Chinese" are competing for eloquence and strength. The head of Metersbonwe brand said it was very optimistic about Iqiyi's influence as the leading domestic video entertainment platform, and hoped that cooperation with Iqiyi could enhance the influence and brand image of Metersbonwe brand in young audiences. According to Metersbonwe brand leader, in order to match the title, the United States will also design corresponding O2O promotion activities, including promotion of nationwide stores and online promotion of official shopping mall. This cooperation with Iqiyi's "wonderful flower" is the first time that the American brand has been named the online variety show.

On November, Metersbonwe announced a strategic cooperation with Alipay. In the future, users will be able to use Alipay purse in the Metersbonwe store to pay in person. At the same time, the United States has also entered the Alipay wallet public service number. Users can use mobile phones for pre fitting and binding membership cards. At present, Hangzhou Metersbonwe Yanqing store has been able to experience. Metersbonwe responsible person said that through cooperation with Alipay to provide members with more technology sense of fashion experience, perfect for members set up various value-added services, to achieve online and offline consumer experience to get through.

　 　 Hundred round trousers industry Acquisition of cross-border electricity providers

Under the difficult background of the general operation of the domestic textile and garment industry, the hundred round trousers industry will inevitably face such problems as storefront shrinkage, high inventory pressure and declining profits. In 2012 and 2013, the net profit of the company decreased by 23.78% and 40% compared to the same period last year, and the decline in the first three quarters of 2014 expanded to 52%. In order to find a new profit growth point, in July of this year, the announcement of 100 round trousers industry was going to buy the 100% stake of cross-border e-commerce global Tesco at the price of 1 billion 32 million yuan in the way of issuing shares and paying cash. Universal Tesco is a vertical e-commerce that focuses on cross-border export and retail, and has a world-renowned cross border B2C sales website in many vertical categories such as clothing and electronics. Global Tesco products are mainly apparel and 3C electronics. The above acquisition was completed in October 30th.

Hundred round pants industry believes that the acquisition of universal Tesco not only meets the current product positioning of the industry, but also makes use of the advantages of universal Tesco in the electronic retail business, integrating its high-quality Internet genes such as B2C, big data operation, Internet advertising, vertical class and retail experience of the third party E-commerce platform, so as to create a three-dimensional Garment Retailing ecosystem with the combination of resources, digital marketing and supply chain optimization, and domestic cross border collaboration. At present, the number of registered users of the global Tesco platform has exceeded 6 million, and the hundred round pants industry can directly use the platform resources and user resources of universal easy to purchase to carry out its cross-border online business.

　　 Semir Enter the children's education and training market

On July 2014, Semir clothing and Hongkong Rui Zhi Group Co., Ltd. signed the agreement on the purchase of assets to purchase a 70% stake in Yu Han Information Technology Co., Ltd., which was purchased by Rui Zhi group. The transfer price was 2.5 times that of Yu Han Shanghai's 2013 business income as the valuation basis of the transaction, which was RMB 102 million 200 thousand yuan. Insiders said that after years of operation, Semir apparel has successfully operated Barbara brand oriented children's clothing business and has won the leading position in the country.

The company has more than 3500 stores, about 5000000 VIP customers, and 400 full-time employees. It has obvious advantages in channels, customers, management capabilities, product development, supply chain resources, online and offline businesses. Through the acquisition of 70% shares of Yu Han Shanghai, the company entered the children's education and training market, with the advantage of Yu Han's Shanghai brand and professional ability, combined with the resources of the company in channels, customers, management capabilities, capital strength and other resources to carry out the integration of resources for China's children's education market, helping to promote Yu Han's Shanghai to become China's leading child education enterprise.

Semir apparel said Future Ltd will continue to invest, acquire and integrate resources in children's education, animation, film and television, games and other related industries, and build the company into a comprehensive one-stop service platform for children.

　 International giants Nike and Adidas fashion cross border pursuit of female users

In December 2014, after Adidas opened its first Chinese women's store in Beijing, Nike's first women's experience store in Shanghai iAPM shopping center also unveiled its mystery.

Adidas's first Chinese women's store is located on the three floor of Financial Street shopping center in Xicheng District, Beijing, and is adjacent to LV, GUCCI, Zegna and other luxury brands. It is not difficult to see that the Adidas women's store is not prepared to face the mass consumption crowd. Its service object should be more inclined to high-end consumer groups. Unlike Adidas women's stores, which mainly rely on sales, Nike women's experience shop is more like a women's Sporting Club Hotel. In addition to providing about 100 sports products, the Nike Shanghai iAPM women's experience shop, which has an area of 420 square meters, has also installed the first Nike+ gait analysis system in the mainland. Experience shops will also invite regular fitness trainers, health experts and private sports modeling consultants to interact with consumers on a regular basis.

Although women's stores will not be the mainstream in sports market in the future, but behind the establishment of women's stores by Nike and Adidas, it is worthwhile for local sports brands to learn. The practice of setting up women's stores in Nike and Adidas is actually to understand the real needs of female consumer groups by setting up stores targeted specifically for women, so as to make improvements on other products sold in comprehensive stores, and do well in communication with female consumers. It is undeniable that there is a great difference between male and female demand for products. For example, male consumer groups tend to be rational in shopping, and the purpose of shopping is very strong. While female consumer groups are just the opposite, buying is more emotional and impulsive consumption is stronger. This kind of purchase behavior difference actually needs the brand dealer to give the attention ahead of time.

　 YOUNGOR curve involves private banks

In July 2014, the Bank of Ningbo announced that it had received a letter from shareholders YOUNGOR about changes in shareholding. YOUNGOR held 350 million shares of the company, accounting for 12.16% of the total share capital of the company. Reporters found that after this increase, YOUNGOR's stake in Ningbo bank was less than 2% from the stake of Ningbo bank's largest shareholder, OCBC. 13.74%. YOUNGOR said it would continue to increase its stake in Ningbo bank in the next 12 months.

Reporters found that YOUNGOR's shareholding ratio was only one step away from the majority shareholder of Ningbo bank. Insiders told reporters that if YOUNGOR really wanted to hold the Bank of Ningbo in the future, the future Ningbo bank would be similar to Minsheng Bank. Large shareholders could control the direction of banks, and the transformation of private banks could also be done. It is understood that YOUNGOR and Ningbo bank are Ningbo enterprises. When Ningbo bank listed, YOUNGOR held 179 million shares. In 2010, YOUNGOR subscribed 70 million 500 thousand shares of Ningbo bank's non-public offering, and YOUNGOR continued to sell Ningbo bank shares in the third quarter of 2011 to the second quarter of 2013. However, since the fourth quarter of 2013, YOUNGOR has begun to increase Ningbo bank.

　　 UNIQLO introduces Starbucks

In August 2014, Starbucks stores, Target supermarkets and Barnes and Noble bookstores in the United States introduced Starbucks. UNIQLO stores sofa, tables, chairs and a iPad station for customers to use. If you can keep customers a little longer, you will increase their chances of shopping in stores.

Not only that, UNIQLO also sponsored a free opening plan for the New York Museum of modern art (MoMA) next door, and then co worked with MoMA to launch the limited edition clothing accessories "SPRZ NY". It adopted the paintings of famous modern artists Andy Warhol, Jean-Michel Basquiat, Sarah Morris, and so on, and more than 200 products, including handbags, T-Shirts, etc., were sold through UNIQLO's global stores and websites.

Other clothing brands have also launched cross-border cooperation. Gap's concept store began selling non clothing products such as magazines and books provided by the third parties. The Club Monaco of Ralph Lauren invited Broolyn's popular Toby 's Estate cafe and New York's famous The Strand bookstore to enter its flagship store; the designer brand John John even set up bars in its own store.

　　 H&M not working hard, cross boundary playing home

In January 2014, the H&M home home series officially entered the Chinese market. As of the end of August, 7 large flagship stores have been opened in Beijing, Shanghai, Hangzhou, Shenzhen and other cities, and another 4 will be opened in the second half of the year.

In 2011, ZARA home has entered nearly 20 stores in China, and sales increased 30% in the first half of last year, much higher than the growth rate of the flagship brand Zara during the same period. However, the fast fashion industry is not quite new at home. As early as 2003, fashion clothing giant ZARA began to cross the border to make home products, providing bedding, tableware and bathroom accessories. Today, it has been developing for 11 years. Although there is no official data for specific sales share, the market share is gradually expanding rather than shrinking from the perspective of cross-border brands. According to sources, Japanese home life chain Muji executives also expressed their hope that the number of stores in China could expand from 100 to 1000.

People in the industry say: as clothing people, we are selling products, but not just selling products, clothing is just a carrier, selling lifestyle is a marketing idea. Mashup shops are "VIP" customers of each other.

In the era of e-commerce, cross border mashup will be a business mode that more companies are willing to try. But how to find the industry cooperation that is consistent with its brand culture, service and ideas, so that the input of clothing brand to achieve the maximum benefit of marketing is the thinking point of cross-border business in the future.