2014 Of The Changing Clothing Industry, 020 Of The Clothing Brand.

　　 Cross border wind swept the clothing industry: inventory of O2O clothing brands last year

The clothing industry is not doing business properly and playing cross border mashup. Fast fashion brand UNIQLO marries with Starbucks, sells coffee in clothing stores. The United States is committed to building O2O mode, and has opened book bar and coffee bar in flagship stores; NIKE and Adi women's market have won their hearts. In 2014, the crossover and mixed wind swept across the entire garment industry. Here, we sort out the 2014 major brands of cross border clothing.

　　 First, the United States tens of millions of huge funds "wonderful flower", and Alipay cross-border cooperation.

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.

　　 Two, 100 round pants industry mergers and acquisitions cross-border electricity supplier

Textile in China Garment industry Under the difficult background of universal operation, the 100 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.

　　 Three, Semir enters the children's education and training market.

July 2014, Semir Clothes & Accessories Signed the agreement on purchase assets with Hongkong Rui Zhi Group Limited, and purchased 70% stake in Yu Han Information Technology Co., Ltd., which was purchased by Rui Zhi group. The transfer price was 2.5 times as much as that of Yu Han Shanghai's 2013 annual operating income, which is the valuation basis of the transaction, which is 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.

　　 Four, international giants Nike and Adidas fashion Cross boundary 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.

　 Five, YOUNGOR curve involved in 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.

It is found that YOUNGOR's shareholding ratio is only one step away from the largest 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.

　　 Six, UNIQLO introduced Starbucks

In August 2014, Starbucks stores, Target supermarkets and Barnes and Noble bookstores in the United States introduced Starbucks successively. 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", using the famous modern artists Andy Warhol, Jean-Michel Basquiat, Sarah Morris and other people's paintings, and up to 200 kinds of products, including handbags and T-shirts, which are sold through UNIQLO's global stores and websites. MoMA

Other Clothing brand Cross border cooperation has also started. Gap's concept store has started selling non clothing products such as magazines and books provided by third parties. The Club Monaco of Ralph Lauren has invited Broolyn's popular Toby 's Estate cafe and New York's famous The Strand Bookstore into its flagship store; designer brand John has even opened bars in its own store.

　　 Seven, H&M do not work hard cross boundary 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.

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