Behind The "Strategic Cooperation" Event: The Direction And Future Of Garment Enterprises Pformation

In the past two days, a big event happened in the retail industry.

In August 10th, Alibaba group and Suning cloud business group jointly announced a comprehensive strategic cooperation.

According to the agreement, Alibaba group will invest 28 billion 340 million yuan to participate in the non-public offering of sunning cloud business, accounting for 19.99% of the total share capital issued, and become the second largest shareholder of sunning cloud.

Meanwhile, Suning Yun will subscribe to Alibaba's new shares of not more than 27 million 800 thousand shares at 14 billion yuan.

The two sides declared that there will be comprehensive cooperation in the future.

Prior to this, BAT two other giants Tencent, Baidu and Wanda jointly contributed 5 billion to jointly build an e-commerce project "Teng million".

Jingdong has just invested 4 billion 200 million yuan to invest in Yonghui supermarket, gaining 10% of its stake. BOE said that the alliance between Jingdong and Yonghui supermarket is part of the group's O2O as a whole, and it is a strategic cooperative relationship.

Before that, Alibaba did one thing.

In August 5th, Tmall signed strategic cooperation agreements with more than 160 apparel brands of more than 110 global groups.

According to the agreement, the signing businesses and Tmall will start new products, O2O, data operation, star resources,

We will conduct in-depth cooperation in terms of service innovation and so on.

At the same time, Tmall will launch the "hidden customer program" to help businesses operate data.

It is said that Tmall's clothing strategic partners almost include the most influential clothing brands in the world, such as Gap, Decathlon, Adidas, and ZARA, Massimo Dutti, PULL&BEAR, Bershka, Stradivarius, OYSHO, etc. of Inditex group, as well as the brands of bestseller group, Taiping bird group, MO&Co., La Natsu Bell, Anta, Lining, XTEP and so on.

It is said that among the more than 160 brands signed, the proportion of Amoy brands, international brands and offline traditional brands is about 1: 2: 4.

More and more "strategic cooperation" events

The giants are united.

An obvious trend is that

The cooperation is more and more frequent, and the handwriting is getting bigger and bigger.

In the clothing industry, the same thing has begun to take place. There have been many "strong and strong" strategic cooperation events during the year.

YOUNGOR and CITIC share strategic cooperation, invest billions of CITIC shares.

YOUNGOR announced in June 10th that the company signed a strategic cooperation agreement with China CITIC Limited by Share Ltd. The two sides agreed to set up the two sides' strengths to jointly seek and seize major strategic opportunities in China and the global market, and to cooperate with each other, utilizing their existing resources, channels and advantages to cooperate and provide business partners with convenience and support to enhance their value.

Then in July 17th, YOUNGOR announced that its wholly owned subsidiary, Xin Ma international, subscribed for 859 million shares of CITIC new shares at a price of HK $13.95 per share, with a total paction value of HK $11 billion 986 million.

The move is aimed at consolidating the established strategic cooperation relationship between the two sides, and promoting the strategic resources and business opportunities of YOUNGOR through CITIC stock platform, promoting the pformation of the company and strengthening profitability and influence.

AOKANG and Skech strategic cooperation, strategic investment Lanting Pavilion gathering potential.

A few days ago, AOKANG and the United States second sports shoes brand Cage reached strategic cooperation. In 5 years, we planned to open about 1000 AOKANG brand stores in mainland China. This shows that AOKANG, which is mainly engaged in leather shoes, has begun to march into the sports sector.

According to the agreement between the two sides, AOKANG will establish long-term strategic cooperative relations with Cage, establish information sharing mechanism, business matching mechanism, communication and communication mechanism, cooperative research mechanism, and integrate resources from both sides.

In June, AOKANG International announced that it would invest about 480 million yuan to invest in Lanting Pavilion, a cross-border electricity supplier. It accounted for 25.66% of Lanting Pavilion's common stock issue and became the largest shareholder of the company.

AOKANG international chairman Wang Zhentao said the two sides will make use of mobile technology.

Vertical integration of online and offline global industrial resources, and Internet pformation of retail terminals.

At the same time, we hope to use AOKANG's cross border e-commerce platform to bring AOKANG brand to global consumers.

Wang Zhentao said that investment in the global cross-border electricity supplier Lanting Pavilion is "going out", and the strategic cooperation with Skech is the "Introduction".

Hai Lan's home signed a strategic cooperation agreement with Wanda.

Hai Lan's home announced in April 28th that it signed the strategic cooperation framework agreement with Wanda Commercial Management Co., Ltd.

The two sides will give full play to their respective business advantages and strive to promote cooperation between the company and its brand businesses, such as "Hai Lan home", "EICHITOO", "Bai Yi Shun Shun" and "San Keno", etc.

The announcement revealed that both sides of the Hai Lan home and Wanda business administration have fully cooperated in the mainland China within the validity period of the agreement, that is, Wanda business management will develop and construct the commercial plaza project in all cities. Under the same conditions, priority will be given to the part of the project area to the Hai Lan home under the agreement.

The validity period of the agreement is five years, and if the two parties have no objection at the time of expiration, the agreement will automatically renew for five years.

In addition, home textiles, the strategic cooperation between the home textile and the harmony will jointly study and produce a series of smart home and family health products for the bedroom.

Two big home textile enterprises and the same enterprise successively cooperation, is undoubtedly because of the home electronic intelligent controller industry's leading position.

In terms of sportswear, Lining and millet jointly push intelligent running shoes, and explore the application of big data in the health field; 360 degrees have launched Baidu anti lose intelligent shoes with Baidu, and signed a strategic framework agreement with music sports. The two sides will work together in the design, research and development, production, App application, project promotion and marketing of intelligent sports equipment.

In June, XTEP announced a strategic cooperation plan with Chi Mei Group. The two sides will set up a joint venture to cooperate in the operation of the event, brand promotion, market development of innovative sports equipment, and the layout of the industrial chain.

It is worth mentioning that in addition to the strategic cooperation that has already been reached, BELLE and Tmall once launched a cooperation scandal.

In May, it was reported that Tmall mall signed a strategic cooperation agreement with BELLE group. In the future, it will carry out deep cooperation in various aspects such as goods, marketing, O2O, membership value and so on.

At the same time, BELLE group will help Tmall upgrade its own industrial upgrading by optimizing the raw material collection and manufacturing process of the upstream supply chain, and through the research of big data and ergonomics.

As a result of this news, BELLE's stock price soared more than 14%.

The news was later confirmed as speculation, and BELLE group chief executive Sheng Bai Jiao felt very helpless. He said he did not know why he was so hyped up to disturb the exchange twice, and said that the market speculation "strategic cooperation" was too big.

As Sheng Bai Jiao said, a hyped cooperation incident caused such a great deal of activity, showing the huge imagination of the market for strong hands.

[observation] behind the "strategic cooperation": deal with reality, integrate resources, and layout the future.

The purpose of strategic cooperation is win-win. It is a synergy effect that requires the two sides to bring their core resources and advantages into operation.

Strategic cooperation is not only about stocks, not only investment, but also on the macro layout and long-term considerations. The factors contributing to the strategic cooperation between the two sides are more macroscopic and fundamental.

Although each garment enterprise has different individuals and different partners, its purpose is different.

However, as a part of the trade and mass consumption, we can observe some common characteristics of the garment industry.

The first is the biggest background: the economic background.

China's economy has entered the "new normal", and this year is more "normal". It has worries about deflation and worries about overcapacity.

Faced with this macro background, enterprises need to find new outlets, new boundaries, new ways to increase efficiency and reduce costs, which will lead to more strategic cooperation events.

Take Alibaba as a matter of fact, Alibaba is developing strategic cooperation, behind which is its low share price and poor performance.

Such as Alibaba, all need to face the big environment and seek a new outlet under the line.

Secondly, the pattern differentiation has begun in the process of pformation and adjustment of garment industry. After a large-scale homogenization stage, development strategy and mode are more important. Strategic cooperation can become part of the development strategy and mode of enterprises, and facilitate enterprises to form new competitive advantages.

YOUNGOR's HK $10 billion investment has grabbed eyeballs. On the face of it, this is a big investment for YOUNGOR, but more importantly, YOUNGOR's strategic cooperation agreement with CITIC shares before CITIC shares has been introduced into the two international comprehensive groups as the strategic investors before the CITIC shares, which is equivalent to pushing YOUNGOR to the same level. YOUNGOR can get a broader cooperation platform to take the road to the comprehensive group.

In addition, in the specific areas of cooperation, a key point is the integration of channel resources and the layout of larger markets.

AOKANG and Skech cooperation, Skech is the second largest sports shoes brand in the United States, the product strength is strong, the domestic channel mainly concentrates on the second tier city department store and the shopping center, but the Kang Kang has the experience and the resources which opens the street shop in the two or three line city, but AOKANG will take the big shop in the future, takes the shopping center channel, Cage Cage needs the channel to sink, the two sides may mutually complement, occupy the channel resources.

And the cooperation between Hai Lan's home and Wanda, the sea Lan's home has the priority contract right of property rental in some areas of Wanda Plaza, which is used to open stores and enhance the ability of channel control and expansion.

It is worth mentioning that the rapid development of the new economy has also contributed to the emergence of more business cooperation.

Internet +, big data, industry 4 and other new economic models have also promoted the marriage between traditional clothing industry and new economic enterprises, such as manufacturing intelligent products.

Compared with the surface products, the strategic significance of this cooperation is more about the sharing and excavation of big data and consumer value, and the new models, new opportunities and new values that may be created from them.

From this observation, the strategic significance of "strategic cooperation" lies in finding new directions, creating new spaces and forming new competitive advantages for garment enterprises in pformation and upgrading stage, which is the only way for garment enterprises to pform.