Has The Clothing Industry Entered The "New Normal"?

The report shows the core of the first three quarters.

The same store sales fell 19.7%, and the total number of closed stores reached 400.

Clothing revenue declined for three consecutive years, forced to close shop; Lining closed 1200 stores in half a year; BELLE, Giordano, Bosideng, Semir, Li Lang, and noble bird......

Are suffering.

Poor performance and frequent closes, it seems that the winter of clothing chain has come, and it is still cold winter.

Join or go straight?

Faced with the same problem, Daphne, Smith Barney, Semir and Giordano have their own different choices.

The franchisees of Daphne thought that the "unauthorized collection fee", "using the franchisee to digest the inventory products", "the direct store was selling goods below the franchised store", "the direct store infiltrated the franchisee market" and so on was actually "going to the franchising".

Franchisees accused Daphne of "breaking the bridge".

The United States is also bound to channel disputes.

Direct stores + franchisees + agents + inventory processing special channels, known as the "composite", in fact, it is also very complex, uncontrollable too large, the conflict of interests between different channels is not small.

On the contrary, Giordano adopted the opposite strategy: closing down the loss outlets and expanding franchisees.

This channel pformation seems to be beginning to bear fruit.

Giordano's first half results showed that Giordano's sales increased by 5% to HK $2 billion 736 million.

On the storefront, Giordano wants to further increase the number of franchisees.

In the first half, the total number of Giordano's stores decreased by 33 to 928.

Near the electricity supplier, or try micro business, O2O

"Ma Yun was hurt, shut down shop", the business is considered to be caused by traditional clothing retail "cold winter" of the "cold current in Siberia" blamed on it.

But it is also regarded as a "life-saving straw" and is expected to pull back sales through the development of e-commerce channels.

There are self built e-commerce platform, Lining, the United States, but the effect is not obvious.

More is to cooperate with Tmall, Suning and Jingdong.

Or playing a new concept such as O2O and micro business, it may make more money and make the stock more profitable.

Jingdong mall and bestseller, Lining and other launches clothing O2O mode, hoping to activate offline stores from the form of O2O.

Under the Jingdong clothing O2O mode, thousands of stores under the well-known clothing companies can be turned into small storage centers. After the Jingdong orders, the Jingdong couriers can pick up goods from the nearest stores and send them to the user's hands. Users can also go directly to the nearest stores themselves after work.

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Expand product line and play cards.

Eggs will not be put in the same basket, nor can a chicken be used for only one net.

Expand the product line, or expand the customer base, from single men / women's clothing to children's clothing or even old age clothes, or to separate the customers from a single style to business, leisure, ladies, and lolido.

This is not new, nor is there any innovation, conscious action, natural action.

I have to mention children's clothing here.

The 2012-2015 children's wear industry report released by the National Bureau of statistics shows that the total output value of children's clothing industry grows by 25% to 30% annually.

In 2014, the size of children's clothing market in China exceeded 140 billion yuan mark.

Although the second child policy is relaxed, it is difficult to expand the relevant market demand in a short time. However, it is undeniable that it has brought positive signals and confidence to the clothing industry, especially children's wear.

The annual sales volume of children's clothing is currently at 300 million yuan, but it is expected to reach 1 billion yuan in two years, according to moomoo, a US brand.

Play the Internet, cross-border cooperation.

With the beauty, weight loss, fitness, social and other elements, smart wear may become the next trend.

Let clothes not only serve for beauty and warmth, maybe Stephen Chow's "shoes that can be used as hairdryer" will become your standard.

360 degrees, together with Baidu's smart children's shoes, is a major player in sports monitoring and positioning security, and has a good market performance.

In addition, celebrity endorsement has always been a must for clothing marketing and brand promotion.

Jay Chou, Li Yifeng, Daphne, SHE, Liu Shishi, Gianna Jun, Nicholas Tse and Han Geng of XTEP are all about the two lines of entertainment and sports.

Consumers are changing, how to seize 80, 90 or even 00, and need to have a new star card game, which is reflected in two aspects.

First, the choice of stars, more and more prominent small meat, young, personalized, entertainment; the two is product cooperation, the previous cooperation in the field of "brand level endorsement", now have invited stars as "creative director", "art director", in the "product development" work.

At least there is a gimmick.

Jump out of the single garment industry and integrate development

It is easy to see that clothing companies are not what you originally know, and are no longer simply clothing enterprises.

Li Ning Co's outstanding China Sports holding company is engaged in the sports industry, involving the business management, sports operation management and innovative sports derivatives business of top sports talents and teams, and even sports community construction and development, building materials production.

The Chinese fir is spans the trade logistics, the commercial real estate, the financial service, the energy mineral resources, has already formed the industry to be the foundation, the finance is the wing, the industry and Finance Union stable development pattern.

Seven wolves company is going to pform from "pure industry" into "industry + investment" mode of operation. It has become a platform company integrating fashion and retail. It has built up a fashion consumption ecosystem including supply chain, brand, channel, online channel, offline channel, new business mode, communication and capital.

Even Semir has developed joint venture with Huarun to develop the Mixc commercial complex in Wenzhou.

Industry is changing from less to more, from narrow to wider, from shorter to longer, and by increasing coverage, and finding more business opportunities.

The capital that is hard to get through a single piece of clothing is invested in the fields of finance, real estate and resources that yield more and have more stable assets.

In the face of the predicament of the clothing industry itself, it is indeed a safe choice to change the cage for birds and develop many industries.