Domestic Listed Garment Enterprises Must Brand "Capitalization".

From his point of view, Yang has put forward his own views on the domestic fashion industry, especially clothing enterprises, and how to integrate the group assets through acquisitions, mergers and acquisitions. The impact of e-commerce on Chinese traditional clothing industry is obvious to all. But this effect is only temporary. The stimulation of the Internet to traditional industries is the driving force for the development of manufacturing and retailing. China's clothing enterprises must break away from the speculative mentality. If they talk about investment with Chinese entrepreneurs ten years ago and talk about long-term development, they are totally unacceptable, but in the current situation, they must consider the issue of capital operation and investment.

In terms of quantity, there are quite a few number of listed garment enterprises in China, but the problem is that our clothing enterprises lack effective operation capital and expand group brand value after listing. Up to December 31, 2014, China's textile and garment enterprises have reached 292 listed companies in the world's major securities markets. Among them, the Shanghai stock exchange, the Shenzhen Stock Exchange (including the main board, small and medium-sized board, GEM), and Beijing's national SME share transfer system (new three boards) listed or listed enterprises (the main business in 2014 is still textile and clothing), the number is 139. Listed on the Hongkong Stock Exchange Textile and garment enterprises 103. In 2014, there were 2 new listed companies, mainly 2 clothing enterprises listed in Frankfurt, Germany: Fick sports and Snowbird industries.

Obtaining low-cost capital on the market is very conducive to the sustainable development of enterprises. However, after the listing of domestic clothing enterprises, the performance of the listed companies has changed frequently. It is hard to see that China's clothing listed companies use capital operation means to form an asset platform and form influential enterprises in the field. Listed company Financing is rarely used in the main business, and speculation is the place where they have been criticized. Companies take the capital after listing to earn "quick money" and invest in real estate, infrastructure, minerals, etc., or invest in fixed assets such as plant and equipment. This management idea and the international clothing enterprise's deviation is bigger, is also hinders the clothing industry to continue the deep development the main factor.

For international fashion enterprises, brand It is the most important asset of an enterprise. International enterprises will spend money on mergers and acquisitions, and grasp multiple brands and brand clusters. In the possession of more and more brand resources, we should further treat the brand as assets and trade, and buy and sell continuously, so that we can always keep the most profitable brands and the most profitable assets in our hands. Only in this way can we form the "asset effect" of the enterprise platform, so as to build an ecological future enterprise. More importantly, the purpose of mergers and acquisitions is not just to acquire a brand asset. Through mergers and acquisitions, enterprises can form monopolistic competitiveness in a relatively short period of time, forming industrial advantages, maintaining asset size and asset value, pulling stock prices and acquiring more capital in the process of mergers and acquisitions. France LVMH group is an expert in fashion industry mergers and acquisitions. Through mergers and acquisitions, LVMH group has become the world's largest luxury group. The world's leading luxury group, Kai Yun group, and the group are not the winners of brand mergers and acquisitions.

Therefore, after the domestic garment enterprises get considerable funds on the market, the next stage should be to merge and integrate assets through capital, and reduce investment in speculative and fixed assets. Maximize asset value and turn brand equity into the core and sustainable resource of an enterprise.