What Is Worth Looking Forward To And Thinking About In 2016?

At the end of every year,

The summary of the industry and the annual meeting are indispensable. In recent years, the theme of the conference is inseparable from the words "pformation and breakthrough", and the "most difficult year" has been abused by financial media.

So what happened to the garment industry in 2015? What are the needs for pformation and breakthroughs? What are the expectations for 2016 and the future?

 

(BTW) review the past five years of Ma Gang service observation -- in 2009, the domestic sports brand realized the curve overtaking in the horse race enclosure; in 2010, the clothing people were carefully cultivated in the cautiously optimistic situation; in 2011, the clothing industry entered the year of destoreation and supply chain pformation; in 2012, the M type social structure was aggravated, and the online retail industry rose vigorously; in 2013, the clothing industry entered a moderate growth era, and some enterprises found a breakthrough through the integration of resources; in 2014, the pformation of the garment industry met the Internet, and the online and offline fusion ideas were accepted by mainstream clothing people.

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Difficulties in overproduction

In 2015, excess capacity was spread from the real estate industry, engineering equipment industry, steel industry to textile and garment manufacturing.

Compared with previous years, 2015 is the most difficult year for the textile manufacturing industry.

According to the survey statistics, since the beginning of this year, the rate of starting up of the major weaving clusters has not reached full load, and the rate of starting up in most areas has been hovering around 7 percent. Orders are few and scattered. Enterprises can only choose to reduce operating rate to ease the pressure on inventory and capital.

Data from the Ministry of consumer goods industry of the Ministry of industry and Commerce showed that from January 2015 to September, the number of households in the textile industry increased by 6.6%, while some manufacturing enterprises chose to go bankrupt, or choose to run.

In April, Lining, XTEP's core suppliers, yelun clothing capital chain broke; in May, Dongguan thick Hong garment factory boss ran; Shaoxing dyeing and printing giant five printing and dyeing bankrupt; Viske women's clothing boss rolled away; in July, Malin Haydn costumes boss lost contact; East China textile giant Bao Li Jia bankruptcy; 8 months, the construction of a hundred years of Ji'nan national cotton factory bankruptcy, assets for public auction; Zhejiang Hongjian Group Co., Ltd. officially shut down; September, Wenzhou City Chuang Ji Group officially declared bankruptcy.

The collapse of a large number of manufacturing enterprises is behind the strength of the market; and the solution to the problem of overproduction is inseparable from innovation.

Some enterprises have collected and analyzed the global trend through the Internet technology. They are closely linked with the systems and production links such as weaving, dyeing and finishing, SOP (standard operation specification) control and so on, to help enterprises achieve rapid creative pformation, quick proofing and quick order.

With the advantages of the Internet and new technology, the delivery speed of samples is increased, the risk of inventory backlog is reduced, and the "Internet + supply chain" pformation is realized.

Return of store value

Ma Yun said: "the competition between traditional retail industry and the Internet is just like a machine gun. There is no difference between Taijiquan and Shaolin boxing.

As a result, there is a popular theory of declining entities on the Internet.

In 2015, Alibaba invested in Suning, bought Yintai, Jingdong shares Yonghui, and the value of the entity store was valued by Internet companies.

Online traffic bottleneck stage, offline shop fragmented traffic has become a new entry of Internet companies value, and online and offline supply chain coordination, easy to start consumer centric full channel sales services.

According to Accenture consultancy survey, there is a sign of "return to the physical store" in China's consumer market.

Data show that the proportion of consumers who plan to shop more through physical stores will rise to 26% in 2014 from 18% in the future, and 93% of people think that physical store shopping is "very convenient / convenient".

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At the same time, it is becoming more and more common to start from the electricity supplier and enter the retail business under the line.

Many well-known American electricity providers are currently under the line, including Amazon, Nasty Gal, ModCloth, Warby Parker and Bonobos, including well-known enterprises.

The first physical bookstore of Amazon (Amazon) is officially opened in Seattle, USA, which has only more than 510 square meters. Amazon hopes to interact with users in a face-to-face way to further deepen the relationship with users.

Nasty Gal CEO Sophia Amoruso stressed: "our customers will also shop in the physical store, we want to cover any location where customers are located.

We hope to interact with customers in the real world.

ModCloth hopes to start small businesses with less investment before collecting further market feedback.

Coincidentally, China's largest online bookstore, Dangdang, announced that it will launch a physical Bookstore project. Its first store is located in Changsha, with an area of about 1200 square meters, with the same price on line and offline.

Dangdang physical Bookstore responsible person said: "we intend to do a physical bookstore is actually not a traditional bookstore, but a cultural complex, not only enrich the experience, while online and offline integration, enhance Dangdang user stickiness."

Internet clothing brand, Yin man, is now fully distributing the offline retail network.

He said he plans to set up 10000 stores in China within 5 years.

In the first tier cities, the mode of direct operation is adopted; in the two or three tier cities, fans are recruited to open franchise stores, and the new O2O business mode is created through fans communication and marketing.

Staring at the store is not just about e-commerce, but also micro businesses.

In October, I contacted a well-known micro business enterprise.

According to the person in charge, the main selling group of genuine cattle fork is not to develop small white agents like Bao Ma, college students and white-collar workers, but to excavate mature teams.

One of the most important channels for mature teams is the pformation from the owner of a physical store or the store manager or shop assistant.

For example, a physical store has 2000 members, finds products complementary to the store, then develops the store manager into a micro agent, giving proper training to the store manager, which is equivalent to having 2000 members in disguise.

This is the way to success of big business.

The end of the traffic bonus period, the natural flow of physical stores, is becoming the Internet company's eyes, the owners of the stores, optimistic traffic is useless, we should try to multi-dimensional operation of their own traffic.

For some brands, 2015 may not be the best era.

In 2015, Bosideng shut down and net profit was low.

According to the annual report as of March 31, 2015, Bosideng's revenue in the last fiscal year was 6 billion 293 million yuan, down 23 .61% compared with the same period last year, and net profit dropped 81.01% to 132 million yuan.

Meanwhile, the number of retail outlets dropped by up to 5053 year-on-year.

As of September 31, 2015, the 2016 financial year report showed that net profit decreased by 48.29% compared to the same period, nor optimistic.

As an old down garment enterprise, the king of category of feather and down has not gone smoothly in the process of pformation.

Bosideng has introduced professional managers such as Cheng Weixiong, Daphne vice president, Daphne executive Liang Xuhui, but professional managers are not suited to Bosideng's family management.

It is difficult to merge the Changshu school and the foreign forces in Bosideng.

There are also media reports that Bosideng's meeting usually begins with the respected General Gao and the respected general Mei, and has made great achievements under his leadership. Finally, he made sure that he had completed the task this year, and shouted high general confidence and Mei Zong's reassurance and so on.

At the end of 2015, Bosideng and South Korean enterprises jointly launched the domestic uniforms market, which could be regarded as another horn of Bosteng pformation.

For Bosideng, before pformation, it may be necessary to select managers who can control Bosideng team.

The performance of Smith Barney is also not optimistic.

According to the first three quarters earnings report released by the United States of America, the company's revenue in the first three quarters was 4 billion 328 million yuan, down 7.8% from the same period last year, and the net profit attributable to ordinary shareholders of listed companies was 177 million yuan, down 178.12% from the same period last year. In 2015,

On the road of pformation, the United States went quite aggressively.

From the multi brand strategy to the one city one store O2O experience shop, then to the "fan" Internet tide platform, and the layout of intelligent manufacturing, every step of the US state seems to be on the drum of the industry development, but every step is not smooth.

From the source, in the leisure category, the United States and the United States are challenged by the fast fashion brands abroad. On the other hand, they are struggling to cope with the local brand's low-level market grab. The main business is facing severe challenges. At the same time, in recent years, a number of elder entrepreneurs and senior cadres have been lost, resulting in the distortion of tactics and the aggravation of the dealers' complaints.

Objectively speaking, the United States does not lack the spirit of innovation, but it has lagged behind the initial stage of entrepreneurship in the field of doing business. It is a question for entrepreneurs to think about how to regain the wolf character of the start-up period for a large enterprise.

Also in pition anxiety, as well as BELLE, Lining and other well-known enterprises.

Once a company is in a leading position in a subdivision field, it is bound to find new breakthroughs to pierce the inherent ceiling.

The process of breaking the ceiling itself is a trial and error process. There is no ready mode to refer to. It requires the entrepreneurial spirit of adventure and innovation to lead.

Similarly, only through pition anxiety can enterprises win a new round of growth.

Listing tide and integration of industry and Finance

In 2015, IPO was restarted. The clothing industry has daily fashion, earth fashion, Mass Phil fashion, La Natsu Bell costumes, Hsing ho shares, an Zheng fashion, Taiping bird fashion.

Tian Chong fashion shoes, Hasen trade and other women's clothing.

Clothing, underwear, mother and baby businesses such as song, red dragonfly, Hui Jie share and blonde Rabbi are ready to list or have been listed successfully. In 2016, fierce competition for talent, competition for channels and marketing will be introduced in the field of women's wear. Once again, women will be reminded to do the same.

Companies that have not entered the capital market have rushed to enter the capital market, and have begun to take the road of integration of production and finance and invest a lot.

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La Natsu Bell 200 million shares seven grid.

Hundred round pants industry acquisition cross border links, cross the cross-border electricity supplier field.

Hongxing Erke investment company invested in the construction of the AI venture accelerator.

YOUNGOR invested 16 billion 467 million yuan in CITIC shares.

In search of special investment, he invested 324 million yuan in strategic investment in sinomi group.

You invest in sports vertical media tiger sports, and both sides set up domain capital to invest in industry.

The Pathfinder and Han Du Yi house cooperate to build outdoor brand Incubation Platform and outdoor international brand operation platform.

Founded by Vc firms, it has invested in small apple networks, Renren technology, village banks, small fish gold clothing and other enterprises. Besides, the news bird group also bought Jim brothers to help customize the clothing market.

The seven wolves invest in multi metre music, set up Hua Yi Fashion Fund, and focus on investing in lifestyle and consumer culture related lifestyle industries.

He invested 330 million yuan in acquiring L&P Cosmetic 10% shares and shares star wardrobe and capital increase as a feather minister.

At the end of the year, Anta launched three acquisitions to acquire FILA, South Korea, Thailand and Taiwan three places to manage the overseas market; acquire Sprang Di, layout the entry-level outdoor user market; acquire Desanto, and layout the high-end outdoor user market.

With the growth of enterprises and the maturity of the market, entrepreneurs change from brand marketing to integration of industry and finance.

Capital surges and set off another round of investment mergers and acquisitions.

Towards the capital market, enterprises become public companies, are conducive to brand communication, enhance public awareness and trust in enterprises, attract more talented people, and on the other hand, go to capital market to capitalizes on the advantages of capital, optimize the allocation of resources, and provide impetus for the pformation and upgrading of enterprises. This is also a direct impetus for enterprises to actively embrace capital.

Intelligent age

In recent years, retail business has sprung up business models such as O2O and C2B, but these are micro innovations of channel and supply chain, and the innovation of manufacturing industry is not common in the upstream of supply chain.

When industry 4 meets the Internet, the manufacturing industry and retail industry start the intelligent linkage mode, and business breeds a new round of innovation.

In mid 2015, the United States issued a fixed increase plan, which said it will invest 2 billion 500 million yuan for the "intelligent manufacturing" industry supply chain platform construction, 1 billion 200 million yuan for the O2O full channel platform construction, and 500 million yuan for the construction of the Internet big data cloud platform center.

According to the head of the United States Bozhi industrial supply chain platform, the "intelligent" industrial supply chain platform integrates the resources of existing garments and raw and auxiliary materials suppliers (including mature factories, family factories, etc.) on the one hand, and integrates the C2M personalized order needs of global fashion brands and individual consumers. Through this new platform, the technology integration capability of product pformation is provided, relying on the "intelligent manufacturing" to upgrade and upgrade the industrial 4 of the production plant.

In order to solve the contradiction between the individualization of garment industry, the small number of lots of orders and the large-scale production of factories, the online trading platform of garment supply chain is established, and the establishment of the flexible supply chain system of garment industry is promoted.

 

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In November 2015, Hong Kong shares raised 1 billion 960 million yuan, of which 18.1 billion will be used for intelligent red bean construction project.

Intelligent red beans include intelligent design, intelligent products, intelligent supply chain system, intelligent SPA system and intelligent management system, such as the five major systems.

At the same time, Hong Kong stock also plans to use 3 years to carry out intelligent pformation of existing stores and new stores in the future, and build 2190 smart stores nationwide.

Including the introduction of RFID technology, combined with intelligent Wi-Fi and iBeacon4 equipment, to realize the comprehensive and automatic real-time collection of business data of clothing retailers, and promote the pformation of traditional shop functions from sales to comprehensive experience.

Intelligent age, intelligent supply chain, and smart stores and smart wearable.

In 2015, seven wolves have been installed in some direct stores to promote 3D fitting glasses.

After fitting the human body scanning model, the fitting mirror can be used for virtual fitting. By clenching fist and moving up and down, you can see different styles of clothing, and you can quickly change your clothes when you extend your palms for a short time.

In the 2016 spring summer New York fashion week, which opened in September 2015, Intel joined Chromat, the sportswear designer of architecture, to launch two "responsive clothing".

These two smart clothes can make use of the human body's physiological signals such as heartbeat and body temperature collected by sensors, and through the shape memory alloy integrated in the clothes to pform the clothes, greatly improving the convenience of the wearers.

In the face of excess capacity in the manufacturing industry, the performance of enterprises is limited by the ceiling.

Industry 4 and the Internet open a brand new door to digitalization, bringing the garment industry from simple manufacturing and wholesale and retail to an era of innovation.

New technologies such as 3D printing, digital workshop, smart wear, intelligent sorting system, three-dimensional storage system, 3D fitting, smart store, and full channel sales will lead the garment industry to change.