The Garment Industry Meets The Trend Of Internet Online Integration Into The Trend Of Development

Under such a big background,

Clothing enterprises will benefit from the combination of brand advantages and offline channels, and the growth rate will definitely accelerate.

Facing the opportunity of industry shuffling, A apparel enterprises have access to "Internet +" through various ways, and leading enterprises are constantly deriving from the industrial chain through mergers and acquisitions.

An Internet revolution is deeply affecting.

The industrial efficiency is accelerated and the leading companies are speeding up by the Internet. The value of growth is being reconstructed, and a new round of value Nuggets is opened.

The logic of industry growth has changed.

Traditional clothing enterprises have experienced value reconstruction in the internet background. Leading enterprises are expected to rely on traditional resource endowments plus the Internet to achieve leapfrog development under the dual wheel drive.

After years of development, clothing has become the first category of China's online shopping market, accounting for 21.5%. In 2014, online trading scale was 615 billion 300 million yuan, an increase of 40% over the same period last year, and the industry's online penetration has reached 23.6%.

In view of the non standardized characteristics of clothing products and the customer's experience consumption demand, offline channels are indispensable.

Therefore, online and offline integration has become the trend of the industry. The 020 mode is adopted by most enterprises.

Among them, brand clothing enterprises have innate resource advantages in developing online channels.

First of all, over the years advertising and penetration, brand still has endorsement value in consumer purchase; secondly, long-term deep tillage of enterprises has integrated advantages in the supply chain; besides, brand enterprises have offline channels, and their own stores provide consumers with experience consumption places, so as to achieve seamless connection between online and offline businesses.

The growth rate of brand enterprises will be accelerated under the impetus of the Internet.

In the era of Internet, brand iteration is quickening, development and growth cycle is shortened, and replication ability is stronger.

Huatai Securities believes that the logic of investment in traditional clothing industry mainly determines the growth potential through the single market capacity and the potential of channel extension and expansion, and the Internet is changing the Growth Logic of the existing brand enterprises, mainly looking at the underlying capabilities of enterprises, such as the integration ability of online and offline, the right of supply chain discourse, brand operation capabilities and product design capabilities. These low level advantages can be quickly copied to different brand areas, and the Internet can get faster growth than the early ones.

Clothing leading companies are touching the net.

Facing the feast brought by the Internet, the clothing industry listed companies have strengthened their Internet genes through capital path, and the mergers and acquisitions in the industry are thrived.

Listed companies choose different paths to enter the Internet according to their own resources and development strategies, which can be roughly divided into three categories.

One is direct merger.

Platform.

In May 2015, Semir apparel subscribed 4 million 510 thousand new shares issued by ISE, a total of about 115 million yuan. The two sides are also ready to cooperate on the Internet platform.

ISE is a leading provider of domestic e-commerce services in Korea.

In addition, in July 2014, the 100 round trousers industry bought 1 billion yuan to buy 100% of the shares.

The second category is direct acquisition of e-commerce brand clothing, of which the search for special representative.

From August 2014 to now, search for special has invested 6 business clothing brand, the layout of different market segments.

In March 2015, he made a strategic investment of 324 million yuan for Guangzhou Humei Garments Co., Ltd. (hereinafter referred to as Humei group) to acquire 25.2% of Humei group, and became the largest shareholder.

Hui Mei Group mainly operates the brand of electric business.

Prior to this, the company gradually acquired Mu purple clothing, Ge Zhi clothing, fiber wheat clothing, Ou Rui clothing and other women's clothing brand.

It is the third way to merge the industry chain with the user group.

For example, outdoor sports market leader, from the product to the travel service, has bought the green field network and the online travel B2B platform to travel the world.