Traditional Clothing Industry Strong Counterattack "Custom + Electricity Supplier + Brand" Mode

In 2014, Forbes's China rich list BAT swept the top three.

In addition, 2 of the top ten billionaires are closely related to the Internet industry.

Ma Yun, chairman of Alibaba's board of directors, has also been on the top of the Bloomberg billionaires list in Asia.

In the same way as Asia, Bill Gate from the IT industry always takes the lead in the rich list, but the change in the latter position is very interesting.

In the June 2nd update of the Bloomberg Billionaires Index,

Founder Amancio Ortega surpassed "stock god" Buffett and became the second richest in the world.

Whether there is a traditional industry's counterattack that is the sense of surprise and sudden discovery, the A apparel market has been ranked the fourth largest in the 28 sub sectors of China's textile industry this year.

In the view of the outside world, the A industry as a representative of the traditional industry, the clothing industry has been sought after by capital for no reason.

For a time, clothing companies painted themselves.

Concept, but after a period of practice, the value of "industry + Internet" pformation mode has been gradually excavated by the market.

Custom mode back to view

Did "private customization" return to the public view from the 2013 Feng Xiaogang movie? It seems that it is.

Recently, a focus on

The tailor brand of the men's clothing announced that the evo tailor announced that he got 150 million yuan B round of financing, which was led by Junlian capital and IDG.

The company focuses on the use of Internet technology for C2B apparel customization, but its management team also realizes that the pure Internet approach can not solve the experience problem completely.

In the field of custom-made, we must take the combination of physical stores and the Internet.

Therefore, the evo tailor has not only set up offline experience stores in 30 cities nationwide, but also launched a customized tailoring platform this year to provide door-to-door customization services for users.

Since last year, the Internet clothing customization began with the upgrading of the traditional clothing industry. It has been paid attention by the capital market. Therefore, while the capital concern is pferred from the line to the offline enterprise, the clothing enterprises that have been concentrating on the line have also begun to move to the line.

Among them, many listed companies have the most obvious action.

In May 20th, Li Guilian, chairman of Dayang creation, the largest Western-style production and marketing company in Shanghai listed companies, said at the shareholders' meeting in 2014 that the company's single unit business has been launched worldwide. The company plans to shift the scope of the single unit business from the US market to Europe in the first half of this year, and has opened a branch in the UK.

Yi Huaqiang, an apparel industry analyst at Huarong securities, believes that with the help of Internet channels, the company has launched YOUSOKU pure online sales brand and adopted O2O's online sales mode.

At the same time, the YOUSOKU website launches "C custom service", that is, YOUSOKU has 35 unique sizes of clothing products. Consumers can only confirm the suitable size by entering the height, chest circumference and waist circumference, and can meet the body size difference between China and the north.

YOUSOKU relies on the technical superiority of "big Yang sewing", and has achieved rapid development by relying on the advantages of online sales channels.

In fact, there are quite a few listed companies that have launched clothing customization services.

In November last year, Shenzhen small and medium-sized board listed company George White pioneered the "WeChat custom shirts" system.

Prior to that, the company signed a cooperation agreement with the British high-end custom brand Chester Barre brand, hoping to learn from and absorb the excellent design and operation experience of the brand, so that the scale of Georges white private custom business will be greatly improved.

Also in November of last year, the seven wolves joined hands with suning.com to release the ultimate shirt of wolf totem, hoping to further customize the clothing market.

Zhou Shaoxiong, chairman of the seven wolves, believes that this is an era of advanced customization. Advanced customization is personalized service. It aims at the design and production of each individual character and pays more attention to the appropriate degree of wearing objects.

And this is also true.

It is an important means to deal with the tide.

Data show that in 2013, the company closed 505 stores, and thereafter, in the first half of 2014, the company announced another 347 outlets.

From the performance point of view, the first quarter of 2015, the company's operating income fell 2.3% to 640 million yuan, the net profit attributable to the parent company fell 39.3% to 67 million 897 thousand yuan, the overall performance is lower than the market expectations.

Therefore, it seems that the effect of corporate pformation is not satisfactory in the first quarter, and needs further observation in the future.

Similarly, the nine man king who made his fortune in men's clothing is also making a low-key strategy.

It is understood that, nine years ago, Wang began to offer customized services, including advanced customization services for dignitaries, celebrities, private enterprises, VIP customers, personalized customization for terminal stores and group buying services for enterprises or units.

The reporter saw in a research report released by the broker at the end of 2014.

The company's advanced customization strategy in 2015 is to take suit shirts as a breakthrough category, share the same price with the exclusive stores, and enhance the efficiency of the supply chain, and gradually begin to support the flexible production required by the company.

According to the insiders, in 2014, China's garment industry was affected by factors such as slowing domestic economic growth, the market continued to slump, domestic sales growth slowed down, turnover and net profit continued to decline, men's clothing brands were almost falling, and became the most unfashionable branches of China's garment industry.

Whether from the experience of overseas market development or the future development trend of Chinese market, customization is a good direction of pformation, but it is still necessary to observe whether we can combine the Internet to achieve pformation.

However, from the two level of market performance, the pformation of these clothing enterprises seems to have been recognized by the market.

Dayang's creation, seven wolves, Georges white, and nine herding companies have all gained more than 200% since the beginning of the year.

Mobile social trends

Compared with some types of fixed or high-end clothing, the pformation of fast fashion brands is more heated and more active, but they are also more vulnerable.

UNIQLO's parent company XX Group 2015 has reached 340 stores in mainland China in the first half of fiscal year.

According to the latest news from reporters, UNIQLO's plan to open shop in China in 2015 is about 100.

Earlier this year, H&M also said it plans to open 400 new stores worldwide this year and refers to "continuing to expand existing markets, especially the United States and China".

In addition, Zara, MUJI, GAP, C&A and other fast fashion brands are opening up in China.

Foreign fast fashion brands continue to occupy the Chinese market, which will undoubtedly cause great impact on the domestic first-line brands.

The main means for domestic brands to compete is to focus on "online".

In April 30th, the United States and the United States unveiled a fashion dress experience as a carrier of the platform - "fan" APP.

Everbright Securities clothing and textile industry analyst Li Jie believes that fan APP is positioned as a carrier of fashion matching experience, integrating global fashion brands, zero cost and zero risk crowd financing tools.

This APP allows the company to take the lead in the industry and build a mobile end crowd mode in the apparel industry. At the same time, fan APP is the continuation of the company's Internet + strategy. The number of more than 4000 stores in the company reaches 350 million passengers, promotes O2O, lays the foundation for Internet operation thinking, and creates offline experience stores to enhance the customer experience. The launch of mobile terminal APP is to extend the previous business results to the cloud and realize the expansion from the point to the surface.

Li Jie said that at present, the terminal is in the doldrums, the franchisee's confidence is not enough and the stores are closed. It provides a business tool for the terminal through fan APP, which is also a part of the market that has been abandoned by franchisees under the line.

But it is noteworthy that the platform operation and the previous operation mode of the company are different. Brand purchasing buyer, supply chain system and multi brand management will still be tested for the company.

Also playing APP is different from the self built mode of Smith Barney fashion.

In the evening of April 12th, the announcement of Hongkong's subsidiary increased the capital contribution of US $7 million 500 thousand to Hifashion, and held 765625 shares of Hifashion shares after the completion of the investment, accounting for 5% of the total share capital of the company.

The announcement shows that the core product of Hifashion is mobile APP "star Wardrobe".

Star wardrobe APP, taking data mining technology as its core, is moving from a fashion based traffic distribution mode to a self built platform for mobile providers.

The Hifashion investment is an important part of the company's strategy to accelerate the implementation of the big fashion consumption strategy and is an important measure for the company to lay out the mobile business.

Data show that "star Wardrobe" formally launched in August 2012, currently has about 40000000 activated users, daily active users nearly 4 million.

Its operation mode is changing from the fashion based traffic distribution mode to the self built platform's mobile electricity supplier. It hopes to build the product into a global fashion boutique shopping platform and instant display window in the future.

For this paction, the analysis of China Merchants Securities believes that although Hifashion shares Group's contribution to performance, the company can use the group's "star Wardrobe" APP flow entry to promote its brand and products. At the same time, it helps the company to use the mobile terminal big data to fine manage the supply chain and accurately launch new products, so as to reduce inventory risk.

Local businessmen play cross-border E-commerce

M & A is definitely one of the best choices for a listed company with heavy holdings.

On the evening of May 13th, the announcement of the announcement of the shares was announced by the company, which disclosed that the issuance amount of the non-public offering stock was no more than 46367850 shares, and the total amount of the total raised funds was not more than 1 billion 500 million yuan.

The target of this issue includes Shen Yuan Hua, Xinhua Huijia securities investment fund to be prepared, Chen Hui securities investment fund to be set up to build, 6 asset management plans planned by China financial reform company, the second capital management company, Ma Jinzhen and so on.

The fund is mainly used for the introduction and operation of Korean fashion brands, repayment of bank borrowings and supplement of current assets.

The total investment of Korea's fashion brand introduction and operation plan is 614 million 160 thousand yuan, among which: 163 million yuan will be invested to introduce Korean fashion brand or obtain its agent operation right in China; 300 million 360 thousand yuan will be put into the layout of the imported Korean fashion brand in the domestic online sales platform and offline flagship experience store; the 100 million 800 thousand yuan will be invested to promote the imported Korean fashion brand online and offline; and it is planned to invest 50 million yuan to build the supply chain management system and warehousing logistics center.

The outside world is optimistic about the Korean strategy of the group.

Liu Yang, a researcher at Shenyin Wanguo textile and garment industry, pointed out in his research report that the stock of Langer is closely related to South Korea. First of all, it has the advantage of large shareholders. Chairman Shen Dongri is a Korean ethnic group, and is connected with Korean language and culture. It is well-known in Korean fashion circles, and has accumulated a lot of resources in Han Renmai for many years. Secondly, the company has close business with Korea. In 2003, Langer introduced the women's clothing brands ZOOC, MOJOS.PHINE and PREMERECC of Korea Daxian company. In 2013, the company imported 130 million yuan from garments and fabrics in South Korea.

In September 2014, the company also participated in a 25.86% stake in the Korean market share of second children's wear brand Akbar, and the future will actively promote aka's business development in China.

In the apparel industry, the development of cross-border electricity providers will have to mention 100 yuan pants industry.

Recently, as a result of executives' reduction and renaming of "cross border treasure", the 100 yuan trousers industry has received the inquiry letter of Shenzhen Stock Exchange continuously, and has been concerned by the market.

Unlike other garment enterprises, depending on the main business pformation, the 100 yuan trousers industry seems to want to get rid of the main business pformation.

The pformation of cross-border electricity supplier companies began in 2014 layout.

In October 31, 2014, the acquisition of cross-border retail e-commerce global Tesco was completed.

Global Tesco is one of the leading cross-border export retailers in China. It sells online B2C through self built vertical e-commerce sales platform and third party platform. The profit mode is sold directly to the more than 200 countries and regions in the United States, Canada and the United Kingdom.

In the first quarter of 2013 and the first quarter of 2014, the global revenue reached 466 million yuan and 201 million yuan, up 135.06% and 109.62% compared to the same period last year, achieving net profit of 30 million 146 thousand and 100 yuan and 11 million 635 thousand and 400 yuan, an increase of 116.72% over the same period in 2013.

At present, the acquisition has brought a lot of benefits to the 100 yuan trousers industry.

In the first quarter of 2015, global buying and buying led to a significant increase in overall performance.

The 100 yuan trousers industry consolidated statement income, operating profit, net profit attributable to listed companies were 576 million yuan, 34 million yuan and 28 million yuan respectively, representing an increase of 586%, 813%, and 1185% respectively. The overall increase in performance was mainly due to the continuation of the expected high growth in November last year.

It is hoped that there will be "cross border" development of YOUNGOR.

The company intends to increase its capital by HK $2 billion to its wholly owned subsidiary, Singapore and Malaysia, with its own funds.

After the completion of the capital increase, the registered capital of Singapore and Malaysia will be changed to HK $2 billion 940 million.

YOUNGOR said that the capital increase is to actively respond to the development strategy of "going global" and "one belt along the way", which is conducive to the establishment of Hongkong asset management and financial services platform, to advance the layout of the international market, to promote industrial pformation and upgrading, and to cultivate new benefits growth points.

Big differences in overseas brand strategy

Although overseas garment enterprises have been expanding actively under the Chinese line, they have not ignored the competition pattern on the line.

In March 5, 2014, the expansion of the HDR in Hongkong was accelerated by the fast selling group of the parent group of UNIQLO.

In May 27th, Pan Ning, senior executive vice president of Global Marketing Co., Ltd., and CEO HDR of Greater China, told reporters: "after the listing of Hongkong's HDR, the influence of fast selling in China will further increase, not only conducive to recruiting talents in China, but also allowing companies to have contact with Chinese investors who have more international vision."

"The mid term vision of fast selling is to become the world's first apparel retailing brand. By the autumn, the number of overseas stores will be larger than that of Japanese stores.

Okazaki Kenzai, senior executive vice president and chief financial officer of Fast Retailing limited, further revealed the future development plan in an interview with the international finance daily.

According to the company, UNIQLO's sales in Greater China in the first time exceeded 200 billion yen mark, an increase of 66.5% over the same period, and is expected to increase significantly this year. 2014.

"The Group expects the total revenue of the Greater China region to reach 300 billion yen in 2015, and will strive to achieve the goal of 1000 stores in the near future," he said.

Although the store is expanding online, the speed of online distribution is not slow.

In May 1st, Liu Jing, chairman of Xun marketing group, mentioned in his official website that the group will set up the world's largest digital flagship store in the spring logistics center in Tokyo in spring 2016.

At the same time, it will integrate online virtual stores and offline stores, hoping to create a new business form.

"We hope to build the delivery that is available the next day, and this service will soon be pushed out in China and the European market."

Okazaki Kenzai accepted the interview with the international finance daily.

The development of electricity suppliers is already an irreversible trend in the garment industry.

Zara and H&M have been fighting for a long time.

Spanish giant Inditex SA's main fast fashion brand Zara, which launched e-commerce business in 2012, has launched e-commerce business in 27 markets, accounting for 80 of its 1/3.

In 1998, the H&M expansion of e-commerce business was obviously slower.

At present, it is only available in 13 markets, accounting for less than 55 of its 55 markets.

In the eyes of the outside world, H&M is lagging behind Zara in the main international market, the US market and the Chinese market.

In the Chinese market, H&M started late than Zara, and Zara set foot in the electricity supplier in China in September 2012. Two years later, the H&M business was launched in China in September 2014. However, due to the particularity of the e-commerce market in China, Zara finally settled in Tmall group's Tmall platform in October 2014, while H&M said it only focused on its own e-commerce business and did not consider the third party cooperation platform.

Coincidentally, the performance of the two companies' stock markets seems to be similar to that of their electricity suppliers.

The price of Inditex SA has not risen much in the past 6 months, but it is still on the rise.

And H&M's stock price is going back to the trough after its peak.

Perhaps this is why Oman Theo ort surpassed Buffett on the second list of billionaires.

In contrast, the ability of uniqo to adapt to China's environment seems to be stronger.

In April 2009, UNIQLO Tmall flagship store opened; in April this year, UNIQLO entered the Jingdong.

Okazaki told reporters that at present, the sales of fast selling group accounted for about 5% of the total sales, while China was about 6%. In the future, it hoped to increase this proportion to 20%-30%.

Thanks to the rise in sales of Japanese UNIQLO stores and the growth of overseas businesses, profits in the first quarter of September -11 increased by 40% in the first quarter of September, after the decline in the fiscal year ended August 31, 2014.

This has further stimulated the performance of fast selling companies in the stock market, which has gained nearly 20% in the Japanese market since 2015.

In the Hongkong market, the increase in recent 6 months was 11%.