Inventory: 2016 8 Trends In The Clothing Industry

For apparel industry practitioners, 2016 will also be a year of unforgettable memories.

Follow the world clothing shoes and hat net Xiaobian to remember this moment.

Not only do we see the decline of casual wear and women's shoes market, but also the continued invasion of emerging international brands and fast fashion brands. At the consumer side, new consumption patterns and social media are changing the fashion industry.

At the same time, we also see some problems.

Is it possible for some brands to diversify their layout through continuous acquisitions? Is this the way to save the world from the downturn of the industry?

Proceed from these phenomena and problems, follow

Xiaobian took inventory of the 8 most important hotspots of the clothing industry this year, and gave his own judgement accordingly.

1, personnel changes, power game or company rescue?

Changing hands constantly stirred up the whole movement.

In early 2016, Adidas, a sporting goods giant in Germany, announced its replacement. The original CEO left after 15 years of service. The former hankor CEO succeeded in saving the business.

At the end of June, Nike, the world's largest market share brand, followed closely. The company co founder and chairman Phil Knight also retired, and was succeeded by the company's president and CEO Mark Parker.

The new round of talent replacement has made Nike's "one brother" defend war more interesting.

By the end of the year, the great earthquake in the United States has also become a heavy news in the clothing circle.

On the afternoon of November 21st, Shanghai Metersbonwe apparel Limited by Share Ltd (stock code "002269", hereinafter referred to as "Mei Bang dress") issued a notice. The 51 year old chairman and President Zhou Chengjian resigned from all positions in the state of America, and was replaced by his daughter Hu Jiajia as chairman and chief judge.

Since then,

He said goodbye to the founder's era and completed the handover of sovereignty in the whirlpool of sustained losses, and opened the prologue of the two generation succession.

The responsibility for the upgrading of the fission falls on the shoulders of the young man, who is only 30 years old. We can not make a self judgment about where she will lead the US state. Can the US state complete the new pformation of the enterprise?

Almost at the same time, American Apparel is trying to narrow the deficit gap by selling the company in succession.

The announcement said that the 100% stake in Metersbonwe Shanghai Development Co., Ltd., which was held by the company, was pferred to Cambridge industry, with a pfer price of about 983 million yuan.

But just a month later, the United States State dress again announced that it will terminate the 2015 increase.

At this point, the planned increase of more than a year has not ended, and the pformation of the state of the United States is again full of fog.

Perhaps the biggest problem facing us at this stage is the difficulty of solving the problem of inventory and main business profitability.

2, they spend a lot of money on brands. What do they want to do?

Counting the world luxury giant LVMH group, Yunfeng group and Kai Yun group, they have implemented multi brand strategy through mergers and acquisitions to form brand synergy effect and complementary effect.

In the current situation of weak performance growth and declining net profits, M & A seems to be the universal way to save the world.

It is believed that this is a low and a window period.

For most domestic clothing brands, the biggest purpose of takeover may be to skip the pre brand training period and directly and rapidly advance in the domestic market.

In 2016, more and more brands are extending their acquisitions abroad to try to map out the global fashion expansion.

Next, let's start with some specific cases and look at the acquisition of every brand carefully.

Semir clothing has gradually won the Chinese agency of Sarabanda and Minbanda of Italy's well-known children's wear brands. After that, it invested 102 million yuan to acquire 70% stake in Yu Han Shanghai and 17.67% stake in the Korean listed ISE company, trying to get through the international fashion brand resources and e-commerce channels.

Over the past year, A has been buying 3 luxury brands and a luxury business operator to seize the high-end women's clothing market.

On the other side, Shandong Ruyi group is also trying to seize the bonus period of the industry through the acquisition of overseas light luxury brands.

These companies have a lot of appetite, but the acquisition still needs to be carefully promoted. After all, continuous operation can truly reflect the brand value.

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In this regard, Anta may be more experienced. The high-end fashion sports brand FILA, which was acquired in 2009, has become a new growth point for the company's revenue.

In 2016, Anta did not stop buying, set up a joint venture with Japanese companies, and bought Sprandi, a mountaineering brand. The reporter learned exclusively that Anta was still planning for acquisitions recently.

As performance rebounded, Lining, who did not buy for eight years in a row, began to stir.

In October 18, 2016, Lining identified the exclusive brand of women's fitness apparel Danskin in mainland China and Macao.

More interesting is that net red has also become one of the objectives of the acquisition.

The Antarctic electricity supplier, famous for its thermal underwear, has acquired the Korea Companies Inc. MUNMU, who owns the famous beauty make-up Pony, and doesn't know what kind of spark it will spark in the new year.

Shen Wan Hongyuan's research shows that China's high-end women's clothing industry is full of competition and low concentration, and the top ten brands do not have a market share of over 25%.

Facing the increasingly diversified and personalized consumer demand, the industry is in urgent need of pformation and upgrading.

However, the development of single brand is facing the market share ceiling, and the multi brand group operation will be the development trend of Chinese garment enterprises in the future.

3, clothing brand listing, but the road twists and turns, the future is confused.

Some young clothing brands based on the platform of electronic commerce also came forward on the road of listing in 2016.

And the listing of Amoy brands is also considered to be gradually recognized by the mature capital market.

In July 29, 2016, the Han Dali house was allowed to officially launch the new three boards, with the stock code 838711.

Almost at the same time, the Amoy brands such as crack, silk and Yin men are also actively preparing for listing and submit IPO applications to the SFC.

However, because the process and requirements of the gem are different from the new three boards and are relatively complex, they still need to wait in line.

However, the listing road is still tortuous.

In December 15th, in search of special announcement, it revealed that due to its strategic development needs, Hui Mei Group, which invested in it, intends to make a corresponding adjustment to its equity structure, and therefore applies to the SFC for withdrawing its initial public offerings and listing documents on the gem.

Another fashion and leisure clothing brand named Taiping bird, which has been listing for many years, has finally caught up with the listed bus at the end of this year.

In October 31st, the top ranked designer brand, Jiangnan Buyi, went public in Hongkong, but almost fell below the issue price in January.

It can be seen that even if it is listed, because of the sluggish fashion retailing industry and the cold of capital, some brands will suffer the decline of share price and the evaporation of market value.

4, the casual wear shop closed shop, the more bleak is the brand of women's shoes.

For many years, it seemed that in 2016, there was a small peak, especially for casual wear, men's wear and women's shoes.

In the middle of this year, a piece of news made the whole garment industry not sob: once the national casual wear Baleno was sold by the parent company at a price of 250 million yuan.

Its subsequent followers, such as Semir, YISHION, Metersbonwe, Tonlion and other leisure brands, did not produce satisfactory results this year.

Compared with the fashion trend of clothing industry, the brand of women's shoes is even worse.

In the three quarter of 2016, Daphne closed down 307 sales outlets due to fatigue and competition.

Once the "women's shoes king" BELLE also had a hard time, the net shut shop 239.

However, such results can be followed.

After 90, as the main consumer group, they advocate individuality, fashion and professionalism rather than basic recognition.

The definition of "leisure" itself is becoming more and more ambiguous and gradually diluted by more diversified cultures.

Accordingly, judging a garment based on scene, function or aesthetics may be the main starting point for young people nowadays. They may be professional sports fitness equipment, stunning designer style, light luxury brand with certain ceremonial feelings, or even a smaller two dimensional clothing, but they can hit the heart.

Of course, the core is that the richness of domestic and foreign brands and the convenience of the electronic business platform foster the consumers' fastidious.

If brands fail to see the rapidly changing needs of consumers, it is certainly more difficult not to change from the design side to win the hearts of the people.

5, how to make money in China's consumption upgrading?

Through cross-border electricity providers, or overseas purchasing, Chinese consumers reach

The link is getting shorter and shorter.

Also due to the potential of China's market, some international brands have taken the lead in entering the business platform to test the water, or directly open the next store in China.

You must remember the sexy show in the early December.

In 2016, it bought back the business of Chinese agents and stationed in Tmall international with official overseas flagship stores.

After that, the secret show is also a strong Chinese style. It not only has four famous Chinese models, but also sends positive signals through Chinese elements.

However, whether these distant brands can really integrate into the Chinese market and adapt to China's retail formats will also be a big test.

The US Yoga brand Lululemon also takes China as the next focus of development. It opened 3 shops in China in December alone.

The first step in its entry into China is to quickly build communities to concentrate on brand awareness.

And as a few fast fashion brands that have not yet entered China, Topshop has begun to sit down and set up more than more than 100 shops in 5 years, with a slice of the fast growing Chinese market.

Indeed, compared to UNIQLO, ZARA, H&M and so on, Topshop is conservative and lagging behind in globalization strategy.

The strategy for entering the company is even more unexpected.

But the problem is, to make a luxury electronic business platform to operate offline stores, the challenges can be imagined.

6, new consumption patterns and social media are changing the fashion industry.

It's the most popular way of consumption at the moment to see live broadcast, order and social media through mobile phones.

Have you noticed? In the past year, the fashion industry is quietly being changed by your mobile phone.

Since February, the British luxury brand Burberry has pioneered the pformation of T from Taiwan to retailing.

Consumers can buy the display clothes directly after the end of the show, and do not wait for 6 months.

We must be familiar with this word. After that, this concept has been followed by many brands.

German sports brands Puma and Adidas should be glad that they have invited "American net red" Rihanna and Kanye West to design shoes.

It is interesting to note that Adidas has even recovered its business in the US market quickly, thanks to the strong social influence of Kanye West.

On the other hand, as a channel side, Tmall has assembled more than 80 brands, and has held a tidal current ceremony on the offline line.

Unlike traditional fashion shows, this is the most chopped "Fashion Week" that can be purchased in real time at 8 hours in a single breath.

It is understood that the Tmall double 11 global trend pageant is broadcast live by Tmall live broadcast, Taobao live broadcast, Youku, fighting fish and tiger tooth multi platform. The total number of people watching the live broadcast exceeds 6 million, and nearly 40 million points are praised for interaction, and the topic of social media discussion is nearly 300 million.

In the fashion festival, thousands of products were sold in the show and creative exhibition, and all the products were sold in Tmall.

Nearly half of the products took part in the show, and 120 thousand items were sold as a whole.

At the beginning of the show, the number of the down payment was instantly broken.

Before that, Verdict, a retail research and data agency, launched an investigation into the clothing consumer market.

The report shows that 85.6%'s voters support the buy and sell mode; 51.4% of voters say they are not interested in buying new products.

The report also points out that the popularity of social media has shortened the life cycle of the fashion industry, which will stimulate consumers to continuously purchase demand for new products.

7, fast fashion, brand and platform are superstitious.

From production to consumption, everything is updated in the quicker pace.

In 2016, did the fast fashion brand go all the way, or did it grow weak?

At least in the Chinese market, the fast fashion brands including UNIQLO, H&M, GAP, Mango and Zara still earn a lot of money.

Cost-effective, new fast, UNIQLO in double 11 period, in less than half a day, all sold out, the store self mention way also let the carnival from online to offline consumption.

On the other hand, the content of new media and self media has become more and more diverse, so that the channels for consumers to receive information are more and more diversified. Therefore, the more information they require, the better, the better.

One of the most obvious changes is that even the original e-commerce platform Taobao and Tmall are becoming a content platform and entertainment platform.

This year, whether it is the rise of live broadcast, or the refinement of content operation and fans operation, is actually increasing the frequency of contact with consumers.

8, don't talk about pformation line, 2016 pay attention to remodeling line.

After several years of online migration of traditional brands, 2016 began to change. We even believe that 2016 has become the first year of online brand remolding.

The concept of "new retail" has been put forward for the first time. Our hypothetical consumption scenarios and business forms are being implemented step by step.

Including the Yin man, the seven grid, the goblin pocket, deer and flying birds, day and so on, clothing and Amoy brands become the main force.

At the beginning of the year, the opening of the Xiasha factory store in Yintai city should be the first department store that was born in the Internet in China. When it was double 11, the brand of the Yintai collection store has reached nearly 40.

Xiaobian understands that this type of store is fully integrated with Tmall's automatic parity, goods, prices, warehousing, logistics, and settlement.

If there is no price tag in the mall, it will be a step closer to the "new retail" by Ma.

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