Lai Lang And Other Clothing Brands Shut Down Street Stores And Sell To Shopping Centers.

Changes in the macroeconomic situation and changes in the market environment have brought great challenges to the textile industry. Like most industries, slower growth has been a major feature of the textile industry in the past year. Against this background, brand building and channel transformation are becoming the new driving force for the growth of the textile industry. According to the "China textile industry brand development report" released by the China Federation of textile industry (2015), the brand enterprises showed a good development trend during the "12th Five-Year" period. The scale of key brand enterprises increased year by year, and their profitability continued to maintain a higher level. Brand building has become the stabilizer of the industry development and the main driving force for future growth. At the same time, with the advent of the Internet era, the traditional sales channels are facing new changes. The optimization and transformation of brand marketing channel layout under the "Internet +" has become a new trend.

Brand building is effective.

A few days ago, 2015 China Textile and clothing brand The annual working conference was held in Shanghai.

"At present, brand building has indeed become a stabilizer for the speed change of our industry." Sun Ruizhe, vice president of China Textile Industry Federation, is making textile and clothing brand in 2015. Development Report In the past 5 years, the brand work of textile and garment industry is very conspicuous in various industrial fields. The survey of China Textile Industry Federation showed that the main business income of textile and garment industry's key brand enterprises increased by 40.42% from 2010 to 2014, with an annual average growth of 8.86%. The total profit grew by more than 25%, with an average annual growth of 5.87%. The average profit in 2014 was 8.51%, which was significantly higher than the average profit level of 5.45% in the whole industry. In addition, brand building is also a catalyst for structural optimization. The brand promotes the added value of products and promotes the industry to change from speed to quality and efficiency, which is the driving force for the transformation of industry dynamics.

It is understood that at present, China's original clothing brand echelon is basically formed. According to the statistics of the large retail enterprises in China's business information center, there are about 4000 domestic and overseas apparel home textile brands, including 3500 domestic brands, and independent brands are the main force in the domestic consumer market. Overall, the general pattern of brand development in textile industry is the steady development of manufacturing brand, the obvious progress of terminal brand, the continuous upgrading of regional brand, and the acceleration of international brand formation.

Sun Ruizhe said that the development of textile and clothing brands also showed closer to the market, focusing on consumers' experience, paying more attention to innovation, enhancing brand value, paying more attention to culture, enhancing brand soft power, paying more attention to Internet application and enhancing the overall competitiveness trend and characteristics.

In the past two years, with the expansion of international fast fashion brands and the continuous penetration of e-commerce channels, the consumption concept has gradually returned to rationality, represented by fast fashion and Amoy brands. In the first three quarters of 2015, the retail sales of major retail enterprises in China increased by 1.3% compared with the same period last year, sales grew by 7.1% over the same period last year, and sales prices dropped by 5.4% compared with the same period last year. The average price of some clothing brands dropped by 20% to 30%. In line with market changes, brand enterprises pay more attention to target consumer groups. According to the new trend of fashion, differentiation and individuation of consumer market, we should adjust brand strategy, segment the market, pay attention to the precise positioning of brand, and develop to multi brand, differentiated and cost-effective direction.

Anta sportswear and footwear are the first to make product differentiation adjustment and form differentiated competitive competition with other similar brands. At the same time, they pay great attention to improving the price performance ratio of brand products, with a complete industrial chain and technological innovation, so that Anta has a competitive advantage in price. Besides, it also improves market share and performance by expanding the field of children's products, introducing FILA of fashion sports brand, and increasing online sales and other business means.

Channel optimization and transformation to improve performance

Sun Ruizhe said, in the channel construction, more and more brand enterprises have changed the strategy of paying attention to scale expansion only in the past, transforming to improve store efficiency, improve the quality of single store operation, and optimize the layout of channels.

More and more attention has been paid to shopping centers. Some brands have closed some inefficient shops, and have expanded their shopping centers by referring to the management mode of franchised stores. The China Textile Industry Federation's follow up survey of key brand enterprises showed that in the first half of 2015, 32.7% of the brand enterprises contracted the number of terminal stores, and 12.9% of the enterprises contracted more than 10%. According to the data from the China Federation of Commerce, there are more than 3500 home shopping centers in China in 2014, up to 4000 by 2015, and more than 10000 in 2025. Shopping centers are expected to become an important selling channel for many brands.

　　 Men's wear brand Hai Lan's home focuses on opening shop quality and optimizing the layout of stores, while strengthening store expansion, launching strategic cooperation with Wanda and other commercial enterprises. With the help of big data analysis, the marketing accuracy is improved, and the overall revenue scale is greatly improved. In the first half of 2015, there were 207 new stores in Hai Lan's home, an increase of 6.89% over the same period last year, while the efficiency of single store maintained a rapid growth. The first three quarters of business revenue was 11 billion 325 million yuan, up 39.04% over the same period last year; the net profit attributable to shareholders of listed companies was 2 billion 290 million yuan, an increase of 41.95% over the previous year.

In the second half of 2014, Li Lang changed the strategy of opening stores in the provincial capital and prefecture level cities. From the street store to the shopping center, he opened a large store, closed down some inefficient stores, implemented the strategy of "upgrading quality and not raising the price", and worked hard in the aspects of design, product technology and materials, so as to further enhance the proportion of original products, cost-effective products and brand competitiveness. In the first half of 2015, the total number of shops was 3080, with a net profit of 277 million yuan, an increase of 11.6% over the same period last year.

With the advent of the Internet era, the textile and garment industry is accelerating innovation and transformation in channel construction. In recent years, the rapid development of B2B and B2C, the emergence of new social networking models such as D2C, C2M and micro business have accelerated the innovation and transformation of sales channels, and many brands have realized the O2O full channel mode. Data show that in the first half of 2015, China's textile and apparel e-commerce transactions reached 1.76 trillion yuan, an increase of 24.82% over the previous year, accounting for 23.85% of the total e-commerce transactions in the country. According to the survey of key brand enterprises, 90% of the brand enterprises have online sales performance, and more than 30% of the enterprises have online sales exceeding 100 million yuan. At the same time, some brands set up offline experience demonstration shops to meet the offline experience and online consumer demand. In 2015, Tmall signed strategic cooperation agreements with more than 160 apparel brands of more than 110 global groups, including GAP, Decathlon, Adidas, ZARA and other global influential brands.

However, the report also pointed out that the international fast fashion brands represented by UNIQLO, H&M and ZARA accelerated their expansion in the Chinese market, extending the main market to two or three tier cities, and strengthening competitiveness through the creation of new brands, with differentiated combinations and full channel operation strategies. The rapid development of the international fast fashion brand has brought impact to China's market structure, and the development space of its own brand has been constantly squeezed. In recent years, ZARA, GAP and other fast fashion brands have been actively developing online channels while speeding up the layout of the full channel mode. In 2014, ZARA and C&A were launched on Tmall, GAP launched the online store into Jingdong, while UNIQLO official website first promoted the virtual fitting function. MUJI launched mobile APP in May 2015 to interact with offline consumers. Up to now, the world's 90% fast fashion brands including UNIQLO, Muji, ZARA, GAP, Forever21, C&A and ASOS have all entered Tmall mall. In 2015's "double 11" activities, UNIQLO sales exceeded 600 million yuan, and won the sales champion of clothing business, and also the champion of Tmall men's and women's wear brand flagship stores.