In 2016, Several Surprising Phenomena Appeared In Clothing Brands.

In recent years, the global economy has slowed down and the garment industry has been depressed. Many garment enterprises have begun to seek change, and have tried diversified marketing models.

E-commerce and shop in store mode let part.

Taste the sweetness.

In the case of declining apparel industry performance, personalized and diversified consumption is becoming mainstream. Upgrading from upstream to downstream can only bring about rapid growth of clothing brands.

Phenomenon 1: e-commerce helps increase performance

Yang Ziming, founder and chairman of the board of directors and art director of CABBEEN, recently announced that CABBEEN's total revenue increased by 23.5% to RMB 1 billion 357 million yuan in 2015 and net profit increased 22.1% to RMB 288 million yuan in CABBEEN's Clothing Co., Ltd.

The number of retail outlets increased to 1139.

Wu Shaoqiang, President of CABBEEN, said that a large part of the increase in sales in 2015 was driven by e-commerce, and CABBEEN's sales model became more abundant.

Anta sports released results announcement soon also showed that Anta's sales revenue for the first time in 2015 broke tens of billions of yuan, profit growth of 20% to 2 billion 40 million yuan, of which from the sub brand FILA and e-commerce business growth is the fastest.

New Look, the UK's fast fashion brand, also released its three quarter earnings report in the fiscal year, showing that the group's revenue grew by 5.6% to 1 billion 175 million pounds in the three quarter ended December 26, 2015.

Among them, the growth of its own e-commerce business grew by 34.7%, and the sales of the third party e-commerce platform grew by 32.7%.

Phenomenon 2: shop model in store building multiple shopping space

In addition to e-commerce, clothing companies also try a variety of sales models, including more innovative formats, optimizing the scene of clothing purchase.

This reporter has learned that more and more clothing brands are developing in stores and stores.

The successful case of store store is the cooperation between 7-ELEVEN and Muji. In 31 7-ELEVEN stores, the concept of "Muji" counters was introduced into the shop, and the MUJI store successfully promoted the highest growth of single store category by nearly 2 times.

And Guangzhou Baiyun Wanda opened at the end of last year.

Hall 33 is also a store in store mode.

In the CABBEEN 33 hall, apart from the CABBEEN's four fashion brands, more than 1000 square meters of space have incorporated many elements such as fashion, shape, home, flower, dessert and so on.

Miss Huang, who lives nearby, said that she often went to the shops with her friends in the Dong Tian modeling room for the weekend to do her hair. Then she drank afternoon tea and drank all kinds of new styles of CABBEEN.

Sometimes, when you see it, you will buy it back to your husband.

Wu Shaoqiang, President of CABBEEN, said that the "CABBEEN 33 Pavilion" concept store, which contains a complete ecological chain, will become an important engine for CABBEEN's growth and will debut in hundreds of key cities nationwide.

It is understood that CABBEEN No. 33 opened its first place in Shanghai in June 2015, and has opened more than 10 by the end of 2015.

In 2016, the number of newly opened Pavilion 33 will reach more than three digits.

Analysis: the upgrading of the industrial chain is the kingly way.

Xu Jinhua, deputy general manager of Ming Hao Group Limited, pointed out that in the 2016 autumn and winter new products conference of OCEAN&SHARK brand clothing, personalized and diversified consumption has become the mainstream in the new normal. The upgrading of the industrial chain from upstream to downstream can only bring about the leap growth of the clothing brand.

However, whether the store store model can operate for a long time must be tested by time.

Previously, in the third floor of Guangzhou is the heart of life hall is also a collection of household products, dessert coffee, plant flowers, bands, nail and other brand elements.

However, the store moved out of the Plaza in September last year and moved to Panyu, but it is not as good as it used to be.

According to senior media man Zhou Xiaobai,

It is no doubt that the brand image is promoted through experience, and it is also a channel to develop other industries. However, if we want to break through in many living rooms, we can not rely on this combination of formats. We need the support of brand culture.

"Brand competition to open up life hall, in fact, is also related to the decline of the physical store.

The life hall focuses on brand experience, but lacks the exploration of its own brand. Many times it goes hand in hand with restaurants, bookstores, or with some artists, but this mode is not necessarily suitable for its own brand.

Zhou Xiaobai said.