The Apparel Industry Has Undergone The Impact Of The Internet And Is Facing Pformation And Upgrading.

In 2016, half of the garment industry is still ups and downs.

A big wave of old brand is aging, a new wave of brand is rising, revenue is happy and sad, the switch shop is rising, and after the impact of the Internet, it is also facing pformation and upgrading.

This half year, everyone is not idle: listing, acquisition, IP, net red......

Has been tossing about.

In the past six months, what has happened in the clothing industry?

1, big play M & amp; acquisition, French IRO

In April 25th, Dongming international, a wholly owned subsidiary of the company, completed the 65% acquisition of Tang Li International.

After the completion of the acquisition, Hua Yue International Holdings Limited held a 80% stake in Tang Li international and became a 35% stake.

In the evening of June 29th,

We are going to buy the Fuxing long song holding 16% of the shares of Shanglin in Qianhai by paying cash and get the controlling power of Shanglin in Qianhai.

Through this paction, the listed company indirectly obtains the controlling power of IRO through ADONWORLD.

In June 12th, the company acquired 63.49% stake in Milan Bai Yu, Sichuan, and 70% shares in 5 companies of Milan, Shenzhen, Milan, Sichuan, Xi'an, China, Changsha, and Chongqing.

In June 13th, after announcing the closing of its shares, the company announced that it would purchase 6 medical beauty companies from Sichuan Milan Bai Yu medical beauty hospital limited and Shenzhen Milan Bai Yu with its own funds, with a total pfer price of 327 million 200 thousand yuan.

Comment: under the circumstances of continuous downturn in macroeconomic trends, big companies and small businesses are seeking a new round of pformation.

The first step for big companies with capital and strength is to integrate more high-quality resources with existing industrial advantages and in the form of mergers and acquisitions.

And the overseas investment of enterprises is more like creating momentum and realizing capital operation.

Through mergers and acquisitions, one can enrich the product line, make up for its short board, and, at the same time, enlarge the market value of a large company.

In April 13th this year, Alibaba Group officially joined IACC, becoming the first member of the electricity supplier.

Subsequently, Michael Kors, based in New York, announced its withdrawal from the organization to raise doubts.

After the famous American brand Michael Kors, Gucci also withdrew from the union to express its dissatisfaction with the Alibaba group, which has a high rate of counterfeit goods under its alleged online shopping platform.

In May 12th, the US jewellery brand Tiffany said in an email addressed to IACC that the company would withdraw from the board of directors of the Federation and would no longer be its member, but did not mention the reasons for its withdrawal.

Comment: the alliance of the League of China and the United States insisted that Alibaba should be added to it, providing "a blessing for its sales and holidays".

Although Ali denied this, there is no doubt that Alibaba's platform selling problem has increasingly become the target of global commercial joint crusade.

3, KM continues to expand, with 40-60 new stores growing every month.

In early 2016, the fast fashion brand KM was a high-profile voice, 2016 investment 6 hundred million opened 300 stores, 2017 increased to 600, 1000 in 2018, we should go all out to complete the "three year plan" of the 2000 national physical distribution shops.

By April 2016, KM spent more than 30 days in the one or two and three tier cities exploding over 60 new stores. It took a big rush to catch up with the market.

According to the expansion rate of 40-60 new stores in KM in a single month, the ambition before that seems to be just around the corner.

Comments: previous market information asymmetry, most of the enterprise product upgrading can not keep up with the expansion rate of stores, all are in the rush to sell goods, products or brands, few can reflect differences, and the stores also contain the ingredients of blame.

On the contrary, why can KM succeed in closing shop? Because in comparison, the old brand of "dumb head brain" has been abandoned, and KM is more focused on improving the overall efficiency of brand operation at the practical level, especially focusing on the force terminal consumer group, real-time interaction, real-time feedback analysis, closely following demand to create supply, and naturally buying the market.

At 6:30 pm on June 13th, the Taobao shop of Papi sauce was officially launched, and the shop name was "Papi sauce".

36 minutes later, the only 3 Warcraft theme printed short sleeved T-shirts sold in the shop were sold out, with a total of 99 pieces, each with a total of 297 pieces.

In March of this year, Papi sauce got 12 million yuan from real fund, Luo Ji thinking, light source capital and star capital, accounting for 12% of the total angel investment, accounting for 100 million.

In April 21st, at the invitation of the video advertising patch, a beautiful cosmetics manufacturer, named Li Li, sold 22 million yuan for the first time of Papi sauce.

There are various indications that the video network represented by Papi sauce will become a new era.

Comment: according to the first financial business data center released by the first financial business data center, the 2016 China electricity supplier big data report shows that the estimated output value of red people's industry in 2016 is close to 58 billion yuan, far exceeding the box office amount of 44 billion of Chinese film in 2015.

In early 2016, there were media reports that Zhang Dayi, Sydney and so on net red income easily entered the billion yuan club.

Visible business network red liquidity can not be underestimated.

5, UNIQLO said, "draw a line with fast fashion."

In June, the fast fashion camp broke up, and the design and production process of clothing was different from that of ZARA within two weeks. UNIQLO now takes the opposite approach, and its design and production cycle usually takes about a year.

From the production cycle, UNIQLO brand is no longer the definition of fast fashion.

According to US media reports, its parent company Xun marketing group is planning to pform UNIQLO into the direction of high quality clothing brand, get rid of the fast fashion brand image that only focuses on fashion trends, focus on designing and producing high quality clothes, and strive to draw a clear line with fast fashion brands such as H&M, ZARA and TOPSHOP.

Comment: as the ugly reality behind the fast fashion brands exposed in recent years, such as sweatshops, environmental pollution and human rights violations, UNIQLO apparently wants to clear away the negative images of these fast fashion as soon as possible.

6, ADI, Nike frequent explosions to recover market loss.

At the end of 2015, NMD began to sell, but only a handful of buyer shops were available at that time, and at that time the popularity was not too high.

After wearing big stars such as Andy Lau, Eason Chan and Shawn Yue, the running shoes were officially launched in China in March 17, 2016.

The whole series has sold about 10000 pairs in China, including 1000 stores in Sanlitun, Beijing and Nanjing West Road stores in Shanghai, and the remaining sales points are not equal to 100 pairs.

In many places such as Hangzhou, Shanghai, Xi'an and so on, there was not only a grand occasion for buying long queues, but also the Nanjing West Road stores in Shanghai even stopped business ahead of schedule, and the police arrived at the scene to help maintain order.

On the second day of Adidas's launch of NMD, Nike launched an explosive news, and his home developed a more than 20 year automatic bandage, and his interpretation of "back to the future" was a sensation in Western media and consumers.

Comment: Nike is high-tech and Adidas is trendy.

Both often make use of consumers' blind worship of "opinion leaders" and hunger marketing to create explosive funds.

As a sports brand, ADI has made remarkable progress in the marketing strategy and effectiveness of the fashion brand in recent years.

7, executives leave Nike, ADI in succession.

At the end of June, Phil Knight, co-founder and chairman of Nike, the global sports brand giant, will retire. The chairman of the company will be appointed by the company president and CEO Mark Parker. Phil Knight will continue to be the honorary chairman of the company and will participate in the Nike board meeting with the role of spectator.

Adidas, a German sporting goods giant, announced this year that it will change its team.

Herbert Heiner, who has joined the company for nearly 30 years and served as CEO for 15 years, will leave in September this year. Her successor is Kasper Rorsted, CEO of Henkel, the daily chemical group of Herbert. (Hainer)

Comment: personnel changes are very common in any industry. The two sports giants are moving and handsome. On the one hand, they may be talented people. On the other hand, they are also a demand for better development of brands.

8, Nike beat LV to become the most valuable brand in global fashion.

In May 12th, Forbes published the world's most valuable brand list in 2016. In the field of fashion industry, sports brand Nike beat luxury brand LV to become the most valuable brand in the global fashion industry.

Comment: in last year's BrandZ world's most valuable brand list, Nike ranked first among the most valuable clothing brand ranking, becoming the most valuable clothing brand.

It defeated Zara, H&M, Ralph Lauren, Hugo Boss and Tommy Hilfiger to become number one.

Obviously, Nike has fully encroachment fashion circles.

9. The top 100 garment enterprises in China came out in 2015.

In June 30, 2016, the China Clothing Association officially released the list of top 100 garment enterprises in 2015.

There are 124 enterprises in the country, including 30 in Zhejiang, 30 in Jiangsu, 17 in Shandong, 7 in Shaanxi, 6 in Beijing and Fujian, 5 in Guangdong, 4 in Shanghai, Sichuan and Hunan, 3 in 1, 2 in 1, and 1 in each other.

Comments: the domestic garment industry, Zhejiang, Jiangsu and Fujian have certain advantages.

10, Baleno 250 million sold clothing enterprises and poured a batch.

At the beginning of this year, Baleno's parent company, Germany Yongjia Group Limited, sold its subsidiary subsidiary Baleno Kingdom Limited Shanghai at a price of 250 million yuan.

Baleno has also been beset with brands such as Esprit, VERO MODA, ONLY and Giordano.

Comment: the closing of stores and the decline of performance are the common keywords of these leisure brands in recent years.

Most of these brands start earlier, and occupy a large market share with the advantage of early establishment. Nowadays, brand aging is serious, marketing methods are single, and communication and communication with consumers are few.

In the age of Internet that is changing faster and faster, the update speed and rhythm of these brands have been derailed.