Clothing Giants Playing Amoy Brands Focus On Internet Brands

Sales channels reverse traditional clothing giants to catch up with "brand name"

It is a tradition to catch up with the sideline industry, buy the Internet brand and expand the main business.

Big guy's new way of playing.

The men's clothing brand nine herd king Limited by Share Ltd (hereinafter referred to as "nine herd king") issued a notice that it plans to increase the capital to Shandong Korean home business group Co., Ltd. in order to obtain 2.4048% registered capital after the capital increase.

This is not the first time traditional clothing brands have focused on Internet brands.

Invest in South Korea's clothes house

The announcement on the external investment of the Internet fashion industry fund recently released by nine herd King shows that the Shanghai Jing Linjiu Sheng Xin equity investment center of the nine herding king company (hereinafter referred to as "nine Sheng Xin Lian") subscribed 60 million yuan for the registered capital 2.4048% after the capital increase.

It is understood that after the capital increase, nine Sheng Xin jointly owns 8.0892% of Korea's clothing house.

At present, the sales of many Korean e-commerce platforms such as Alibaba, Jingdong and vip.com are not small.

Brand sales rank the top.

According to statistics, last year, the total assets of the auditor's office were 480 million yuan, achieving a profit of 830 million yuan and a net loss of 36 million 71 thousand and 900 yuan.

In the first half of this year, the company achieved a revenue of 608 million yuan and a net profit of 24 million 735 thousand yuan.

Although there is still a distinctive feature of the Internet brand, which is losing money, the development trend of the brand is far better than that of the traditional clothing brand.

Collective "Amoy brand"

Not only the nine herdmen, but the Internet "Amoy brand" has long been the "cake" of traditional clothing enterprises.

In February this year, La Natsu Bell spent 200 million yuan on Internet brand seven grid, aiming to improve La Natsu Bell's online sales channel and online sales ability.

A month later, search for the 324 million yuan financing injection has the 8 clothing brands such as Yin man and Chu Yu, and they are distributing the whole channel.

Traditional garment enterprises

Transformation has become a trend. Compared with self built e-commerce channels, the cost of capital injection or acquisition of an Internet e-commerce brand is lower.

Zhiguo, President of the China Association of real electric business, said that in recent years, the traditional retail environment was in the doldrums, and the department stores still faced with the risk of bankruptcy.

Therefore, investing in Internet brands can not only add new online channels to traditional clothing enterprises, but also reduce the time to explore e-commerce, and directly use e-commerce platform professional team and management to enhance the sales ability of their own enterprises.

With the rise of the Internet and the pfer of consumers' online shopping habits, the new brand of "Amoy brand", such as Yin man, seven grid, Han and so on, has gradually formed the brand effect.

Therefore, the style, price, service and other aspects can be compared with offline stores.

Reporters log on to Tmall's flagship store.

The monthly sales volume of products such as coats and jackets are not high, some are only a few, and only a hundred or even thousands of monthly sales of flagship category trousers are available.

The report shows that net profit of 524 million yuan and 336 million yuan in 2013 and 2014 respectively decreased by 20.31% and 35.79% respectively.

In the first half of this year, nine Mu Wang's revenue was 1 billion 26 million yuan, an increase of 5.65% over the same period last year. Net profit was 223 million yuan, an increase of 2.08%.

Brand integration

The weakness of the clothing industry has made more clothes try to expand the brand to cover more people.

The clothing brand of wedding birds, seven wolves and other clothing brands try water and high-end private orders; Shanshan, YOUNGOR and other brands choose to expand sideline industries, such as Shanshan to expand lithium battery materials industry;

But in any case, pformation and upgrading will be a common outlet for traditional garment enterprises.

The North Institute of Commerce believes that China's retail channel is entering a new stage of online and offline integration, and the apparel industry is in the key layout period of the whole channel.

For investors, while obtaining brand benefits, they can strengthen the construction of network brand; online enterprises rely on traditional enterprises to expand the supply chain and sales network.

The next step to join hands is to become the key to the pformation of traditional clothing brands.

Yang Dayun, President of the excellent international fashion brand investment company, said in an interview with reporters that whether the business enterprise is moving towards the line or the traditional enterprise pfer line, the opening of all channels and the integration of brands become an inevitable trend.

The Internet enterprises with electricity providers will become the shopping platform for consumers, while traditional enterprises will increase more distribution channels with the help of e-commerce platforms.

Traditional stores become places for consumers to experience.