Has The Clothing Industry Entered The "New Normal"?

The Daphne report showed that in the first three quarters, the core brand business was down 19.7% in the same store, and the total number of closed stores reached 400; Metersbonwe's clothing revenue declined for three consecutive years, and was forced to close; Lining closed 1200 stores in half a year; BELLE, Giordano, Bosideng, Semir, Li Lang, and the precious birds.

Are suffering.

Poor performance and frequent closes, it seems that the winter of clothing chain has come, and it is still cold winter. The clothing industry has entered the "new normal" of the shop.

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.

First half year

The total number of outlets decreased by 33 to 928.

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.

Children's clothing brand moomoo revealed that the annual sales of children's clothing is currently 300 million yuan, but it is expected to reach 1 billion yuan in two years.

"Ma Yun's harm, shut down shop".

It is blamed on the "cold current of Siberia" which caused the "cold winter" of traditional clothing retailing.

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.