Diversified Development Driven By Capital And Creating Fashion Brand Group

Observation: rapid diversification driven by capital market in 2015

With the rapid infiltration of Internet and other new economic forms and the upsurge of capital market, the theme words of clothing listed companies, especially A share listed companies this year, are undoubtedly: pformation.

Compared with the adjustment and optimization of the internal operation mode of garment industry in the past few years, the pformation of many garment enterprises this year has more diversified characteristics of extension and expansion, and under this rapid impulse driven by capital drive, garment enterprises are also looking for strategies and models suitable for their own development.

Double main business is becoming a trend

The wedding bird seems determined to take the road of clothing industry and Internet finance.

In May 18th, the news Bird held a strategic investment news conference in Shanghai. Wu Zhize, chairman of the company, said that the company decided to expand the Internet financial business, invest in cooperation and set up small fish gold clothing, operate Wenzhou loan platform and pocket financial platform, develop second main industries, and create Internet financial ecosystem including network channel, big data and virtual credit platform.

The typical two main business models include Kaiser shares and 100 round pants industry.

Kaiser shares is taking the road of clothing + Internet culture, acquiring cool cow interaction and fantasy technology, which is very much concerned by the capital market.

The hundred round pants industry seems to go further. The company bought a cross-border e-commerce platform and bought shares in cross-border trade, and decided to change the name of the company to cross border treasure. It declared that it should develop into a Integrated Company that coexisted with the main business of trousers sales and cross-border electricity providers, attracting the capital market. Although the company was inquired by the Shenzhen Stock Exchange, it has stopped checking since May 15th, but its share price has already broken through 100 yuan, and has become a veritable "100 circle" trousers industry.

Generally speaking, the direction of the second main businesses of garment enterprises is often Internet + virtual economy, but the second main business of garment enterprises can not just stay.

The concept of dual industry should not be regarded as the garment industry and virtual economy simply, but rather the formation of double industry interaction. This is the problem that garment enterprises need to seriously consider.

Wider fashion circle

More and more clothing enterprises begin to create "Pan fashion ecosystem".

Search announced in May 17th that it will invest in Beijing Research Network Technology Co., Ltd. and Guangzhou Ling Mei Trading Co., Ltd.

It is understood that the China Research Institute is an Internet vocational education company, and its main target is garment enterprises.

Ling Mei trade is one of the most fashionable women's clothing brands in China, and its target consumer group is "20-30 year old".

In search of the special side, it is said that through the capital operation and the integration of industrial resources, we will build the "fashion FMCG Brand Ecosystem" from offline to online, from low-end to high-end, and from domestic to international.

Prior to the search, she invested in women's clothing brands such as French women's clothing ELLE, Amoy brand, Yin man and Chu language. At the same time, he also invested in daily mobile Internet shopping platform, such as micro earning and micro store network, and also announced that he had to launch 10 costumes.

From this point of view, the strategy of search for the ecosystem has become more and more extensive.

Another group of bigger companies is langer.

On the 5 day of the 13 day evening announcement, the company plans to issue a public offering of no more than 46 million 367 thousand and 800 shares at a price of 32.35 yuan / share, raising no more than 1 billion 500 million yuan, and will be used for the introduction and operation of Korean fashion brands.

Since the second half of 2014, the company has invested in Akabon, star wardrobe, Lianzhong international, Wakaba Chen and many other companies.

According to the announcement, the company will rely on the Internet brand operation experience and its own 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".

It is said that the "Pan fashion ecosystem" strategy covers "fashion clothing, fashion accessories, fashion medical beauty, fashion home, fashion travel, fashion food" and so on. It is practically all embracing and a lifestyle brand.

Company executives also say that the company has been making frequent moves in recent years, just trying to build up the framework of the ecosystem, and will gradually add more content in the future.

In addition to the newly proposed "circle" strategy, the Pathfinder who has already carried out the layout of the ecological circle has expanded the scope of the "circle" this year to bring the sports industry into play.

+ outdoor travel + sports "healthy living ecological circle.

The intention of clothing enterprises to establish "pan" fashion circles is to integrate various brand categories and create a multi brand and multi category fashion group. This is also a successful precedent in foreign countries.

At present, the fashion circle of garment enterprises seems to be getting bigger and bigger, and the wider and wider the platform is, a large part of the reason is that the capital market is high and there is more money in itself. Of course, there is room for more.

But we should be vigilant that "pan" can not become "flooding" or "broad", bringing all kinds of brand names into the market, but really building a "ecological" circle of different brands and categories, which is a common, complementary and complementary ecosystem instead of random stacking of various brands and categories.

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Old enterprise's "diversification" ambition

YOUNGOR has been doing a lot of action this year, making great moves in clothing, finance and real estate.

In April 29th, YOUNGOR issued a notice that the company intends to sell no more than 284 million 420 thousand shares at a price of not less than 17.58 yuan / share, raising funds of not more than 5 billion yuan, and investing in O2O marketing platform project, YOUNGOR Hunchun garment production base project, Suzhou Purple Jade Garden Project and Ming Zhou Water Town neighborhood two phase project, and replenish liquidity.

Clothing business, the company announced the introduction of women's clothing and children's clothing, further expand the clothing production line.

Meanwhile, YOUNGOR announced that it will invest 1 billion yuan to set up a health industry fund in Ningbo, Zhejiang, to enter the field of big health.

At this year's shareholders' meeting, the company announced that it is building a financial holding platform, focusing on the development of Hongkong and overseas markets on the basis of existing domestic investment, and exploring the development of pension real estate and tourism real estate in the real estate sector.

On the basis of expanding the three plates of clothing + Finance + real estate, and then joining the big health sector, YOUNGOR has diversified its pace again on the basis of original diversification.

As a "traditional" clothing company with diversified traditions and years of struggle in the capital market, Shanshan stock company also issued a fixed increase plan in May 5th. The company intends to raise 3 billion 400 million yuan. In addition to expanding the capacity of lithium battery, it also announced the investment in R & D and industrialization of new energy vehicle's key technology.

As the first listed company in China's clothing industry, the main business of Shanshan stock owns clothing, lithium battery materials and financial investment "three carriages", and now it is entering the field of new energy vehicles.

Like YOUNGOR, Shanshan stock company has carried out its diversified operation again in a big gesture.

Similar intentions are also Semir.

On the basis of continued expansion of casual wear and children's wear, ISE invested in Korea's electric business enterprise 115 million yuan and began to enter cross-border trade.

Compared to YOUNGOR and Shanshan stock's big hand movements, Semir seems to be a bit of a little bit of a move.

Like YOUNGOR and Shanshan, which have already landed in the capital market, after years of resource reorganization and capital operation, they have already realized their diversified layout and gained high returns and high returns. As chairman of Zheng Yonggang, chairman of Shanshan holding board this year, he said he was an investor and wanted to be called a financier rather than a tailor.

Now, facing the surging capital market, these "big guys" have capital and ambition on the basis of diversification, and carry out "more diversification" with more cross-border and cross industry.

[observation] rapid diversification driven by capital

And the development of enterprises has always been accompanied by diversified choices, but this wave of diversification is undoubtedly more capital driven.

Looking at the cross-border diversification of clothing enterprises, most of them are concentrated in emerging industries and hot industries such as finance, electricity suppliers, Internet, health, cross-border trade, intelligence, etc., and the investment orientation of other industries in the A share market is relatively convergent. This choice undoubtedly has the intention of increasing value in capital market, but it is also undeniable that it will give wider and wider space and choice to the pformation and upgrading of garment enterprises as traditional industries.

Whether it is the development of two main industries, the construction of Pan fashion ecosystem or diversification on the basis of diversification, this round of rapid diversification driven and expedited by the wave of capital undoubtedly has more characteristics and particularity of the times, which is seldom encountered before the garment industry, and is also different from that of most foreign fashion brands.

This can be seen as an opportunity for garment enterprises to take advantage of the capital market to achieve rapid pformation and leapfrog development.

But in the process of rapid diversification,

Enterprises also need to pay attention to building a more stable and more robust development mode, looking for strategies suitable for their own development.

The development of double main businesses should focus on dual industry interaction, combine Internet + and other new economic forms with the main garment industry to create more room for the development of garment industry.

To create a pan fashion ecosystem, we should avoid being strong but not strong, and develop into a fashion brand group that complements the internal brand category and ecology.

In the wave of capital waves, the old diversified clothing enterprises continue their cross-border and cross industry strides, showing their goals and ambitions for building a strong diversified group.

In this way, this wave of capital driven diversification is the theme of this era of pformation and upgrading, rather than another trap and impulse.