Dayang Creation: Exploring The "Private Ordering" Of Online And Offline Integration

Under the influence of normalization of consumption growth, international brand and competition of electric business, the whole garment industry is facing a shuffle in recent years.

This year's national "two sessions", Premier Li Keqiang put forward the "Internet +" strategy, policy support makes the "Internet +" in accelerating the pformation and upgrading of the role of the industry is more obvious, Dayang creation (600233, closing price of 25.91 yuan) is a well-known clothing manufacturer, its YOUSOKU (excellent search cool) business website recently also received widespread attention in the market.

In August 2014, YOUSOKU opened its first line experience shop in Dalian high tech Wanda Commercial Plaza and opened the O2O operation mode.

The "YOUSOKU" brand has 5 online stores, namely, YOUSOKU official website, Tmall flagship store, Jingdong mall store, CCB dragon store mall and ICBC E shopping mall store.

Retail and customization.

The company says it will strive to improve product design and quality, further improve online services and customer experience, and explore online and offline integration based on existing experience stores.

YOUSOKU website is a trend of traditional clothing industry embracing the Internet. Regardless of clothing or customization, YOUSOKU advocates "zero inventory" to join. Franchisees do not need to stock up, but try to provide customers with trial wear.

Or tailored to launch the "C custom service" is another innovation for franchisee development.

In this regard, the securities representative office staff said that the current "C custom service" is mainly for foreign countries, and domestic sales and customization are both online.

The main business income of the brand in 2014 is 14 million 260 thousand and 800 yuan, accounting for 1.57% of the total revenue of the company's main business. At present, it has stepped onto the benign track of accelerated development, and its revenue has increased by 89.82% over the same period last year.

The staff of the securities representative office said that the money making effect of the online sales brand YOUSOKU is not obvious yet, but the company will certainly increase investment and expect much profit in the future.

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In May 14th, a month after the suspension, the stock price resumed two consecutive words.

The announcement indicates that the company intends to issue 46 million 370 thousand shares of 6 specific objects to Shen Yuan Hua and Ma Jinzhen, with a total amount of not more than 1 billion 500 million yuan, which is used for the introduction and operation of Korean fashion brands, repayment of bank loans and supplementary working capital by 32.35 yuan / share.

Among the subscribers, Shen Yuan has subscribed for 700 million yuan, almost half of the proceeds, and is one of the actual controllers of the company, and is also the current director and general manager of the company.

According to the announcement, the company will rely on the Internet brand operation experience and the mature offline channels to integrate Korean apparel, mother and baby, cosmetics and other fashion industries to enrich the strategic layout of the company's "Pan fashion ecosystem".

This is not the first time that the "crossover" has been carried out by the group. Originally, it focused on the high-end women's dress in China. It began to introduce the Korean women's clothing brand as early as 2005. In 2012, it launched the "star Wardrobe" APP. In the second half of 2014, the company participated in the "goddess's new clothes" program, and tried the new mode of "TV + electricity supplier".

At the end of 2014, the group bought a Korean children's wear listed company and entered the field of children's wear.

By the 2015, the stock of the group has quickened its pace towards the Internet.

In April 13, 2015, the company increased its "star Wardrobe" through Hongkong subsidiary.

In the same period, the company also announced that it would buy 28.90% of the second largest online chess game operators in China, becoming the second largest shareholder.

More than ten days later, in April 27, 2015, the company announced its own capital of 110 million yuan to increase capital, the domestic e-commerce marketing and operation service providers, if Yu Chen (its focus on the mother and baby, cosmetics industry), after the completion of the capital increase, holding 20% of the shares.

Similarly, this increase has not forgotten "Internet +".

The company announced that after the introduction of the Korean brand, it will invest 300 million yuan to carry out the layout of the online marketing platform and offline flagship experience store, and establish a marketing network system based on online channels, supplemented by offline channels, and online and offline, so as to fully enrich the brand extension and connotation of the company.

Wang Jianyou, chief executive of Rand, told reporters that the company is now in a comprehensive pformation period. In addition to doing well in its main business, it is also making efforts to turn to the general direction of the Internet.

Because of this, the company has been making frequent moves in recent years, but this is just trying to build up the framework of the "eco circle", and will gradually add more content in the future.

He also said that the recent acquisitions will not affect the company's performance, "if the acquisition of Lianzhong can be settled, the second half of the year will be reflected in the company's statements."