Apparel Industry Segmentation, Marketing, Multi Brand Layout

Clothing enterprises produce "sub" constantly, multi brand strategic layout and customer segmentation.

Recently, it was learned that Han Du she expressed intention to complete the project in 2020.

The layout of at least 20 sub brands of the category; the fast fashion brands such as UNIQLO, ZARA and H&M, besides the accelerated expansion of the main brand, also launched the multi brand strategy; and before that, many clothing listed companies such as Shanshan stock, YOUNGOR, seven wolves and Chinese Li Lang have already started the multi brand layout.

Under the background of the traditional costume industry, the multi brand strategy becomes the present.

The motive to seek market share is just like an adult who has a certain economic foundation and wants to have more births.

According to incomplete statistics, Metersbonwe, Semir, Pacific bird and so on will be mainly divided into development segments, and YOUNGOR and Shanshan groups will expand the production line by buyout or buying 2 or 3 line brands abroad.

Mode 1: the market of the brand of the brand.

Representing Enterprises: search for special

In January 19th, in search of special announcement, the company announced that after a long period of market research and planning, it plans to launch 10 fashion brands from 2015, including 3 to 5 in 2015, and others in 2015.

According to the plan, the company will set up large and medium-sized multi brand collection stores and small single brand stores in the target regional market through the way of franchising and supplemented by direct operation. In particular, a large number of franchisees should be integrated, and small single brand stores with low rent, high profit margins and strong risk resistance capabilities should be set up in the sub market streets and communities of the regional market, so as to realize the full coverage of the sales area.

Representing Enterprises: Semir

Since 2008, Semir clothing has been implementing the multi brand strategy. Now it has the 6 largest agents in China, such as Balabala, barabbala, mongdodo dream and so on, the 4 major international brands such as Marc'o, polo, Mark Polo and so on. It is based on the "clothing" main business, relying on Semir and barabbala's two major brand operation platforms, to enter the international high-end brand operation, commercial real estate, child training and film and television culture industry. It has stepped into the diversified development of the main industry, and Semir's strategic planning goal in the next 5 years has become "China's first and the world's top 20 fashion group".

At present, Semir has started the international and domestic / agent and its own / adult and children / main industry and sideline / retail and commercial real estate / various ways, and vigorously promote the development of multi brand. The next five years of China's clothing industry will enter the Semir era.

Representing Enterprises: Nike, Adidas

At the end of November 2014, Nike's second global and China's first women's experience shop opened in downtown Shanghai.

Coincidentally, a month ago, 1200 kilometers away from Beijing, Adidas's first women's store in Financial Street settled down.

On the surface, in recent years, the sports goods market in China has been saturated, the competition is fierce, and the inventory of enterprises is high. However, pnational brands have found a new profit Plateau on the female consumers.

As a matter of fact, since 2013, the two big sports crocodile has begun to expand the category of women's subdivision, and cultivate women's market through research and targeted marketing activities to observe consumer needs and reactions.

Nowadays, the retail mode of the water test women's store is a more substantive step, which means that the time for harvesting may be there.

Expert comment: more and more enterprises begin to adopt multi brand strategy.

However, from the current situation, the multi brand strategy of garment enterprises is generally not satisfactory.

The industry believes that, although compared with single brand, multi brand strategy can not only better adapt to the market differentiation, brand personality and improve the overall market share of enterprises, but also can enhance the risk resistance of enterprises in the case of single brand profit ceiling, but most of the brands are independent of international companies.

Many companies still have a lot of overlap with their brand positioning and consumer groups when they launch their sub brands, which results in the competition between brands themselves.

Mode two: acquisition or buyout

Representing Enterprises: Pathfinder

Beijing Toread Outdoor Products Co and Tu Tu (Xiamen) outdoor products Co., Ltd. and the original shareholders of Beijing road jointly signed the capital increase agreement in Beijing. The agreement agreed that the explorers would increase their capital by 150 million yuan to the map and obtain 20% of the investment after the investment.

Representing Enterprises: PUMA

According to people familiar with the matter, Puma, the French luxury group Kering (Kai Yun), is looking for new buyers for the poor brand when the acquisition is about to enter fifth years.

Representing Enterprises: George White

George previously announced that the company intends to buy 60% stake in Lin Hao Wang holding Qujing Hao Xiang Garments Co., Ltd., the company said the investment does not involve related pactions.

The two sides signed the agreement on intent to pfer shares. The company intends to invest no more than 50 million yuan, and acquire 60% stake in Hao Xiang garments held by Lin.

Georges white intends to pay the share purchase and pfer payment with its own funds. After the agreement comes into effect, it will pay 30 million yuan as a deposit for Lin.

Georges White said in the announcement that the intent agreement was in conjunction with the company.

Mainly, supplemented by retail, the future capacity is pferred to the development strategy of China's central and western regions.

Representing Enterprises: 100 round trousers industry

Hundred round trousers industry is a traditional clothing brand operator, and the business mode is mainly based on brand alliance.

As of the end of March this year, the company has 1615 direct and franchised stores, including 1408 franchises, covering 28 provinces, municipalities and autonomous regions nationwide.

In July 17, 2014, the hundred round pants industry announced a restructuring plan to buy 100% of the cross-border retail outlet of the retail trade, at a price of 1 billion 32 million yuan.

Expert comment: it is necessary to divide the business into a long time. No matter whether the acquisition or acquisition is at risk of market operation, it is still important to continue to live.

Mode three: set up a subsidiary company

Representing Enterprises: Nine herd Kings

The company announced recently that the company invested 800 million yuan in cash and set up a wholly owned subsidiary in Tibet District, Tibet, which is the nine Sheng investment limited liability company, which is invested by the company. Its business scope includes the equity investment and advisory services related to equity investment, wholesale and retail of clothing and apparel.

Regarding the purpose of setting up a subsidiary company, in the announcement, King Mu said that in the light of the company's present situation and strategic development needs, the subsidiary company should be established to manage the assets and capital operation of the company so as to improve the efficiency of the use of the company's assets and create greater return on investment for the company and shareholders.

Representative business: Sino

In January 13th, he announced that he planned to set up a subsidiary company in Shanghai with 70 million yuan, Shanghai full Lei Technology Development Co., Ltd., through the establishment of a subsidiary company, to take advantage of Shanghai's regional advantages to seek opportunities for the company's industrial development, enrich the company's business areas, expand its competitive edge, and promote the overall coordinated development of the company.

Expert comment: the establishment of subsidiary companies to manage the company's assets and capital operation will help improve the efficiency of the company's assets and create greater return on investment for the company and shareholders.

In 2012, it was purchased by Han Du Yi house. In 2013, it bought and sold the city and Lady Angel. In 2014, both Korean and sham men bought several brands including Di Kui Na and Qiu Qiu, which further expanded the product line.

Up to now, the concept of Amoy brand has not been as thin as it used to be. Behind the familiar names of Taobao buyers, such as Inman, rip and Han, they are a long bunch of sub brand clusters, though they haven't been able to occupy the foreground as the main brand, but they are the next trump cards of the brands.