Bonobos, The Largest Online Clothing Brand In The United States, Was Acquired.

WAL-MART bought a family

What is the layout of the e-commerce website? In the case of the unfavorable environment of the men's clothing industry, can WAL-MART layout the men's clothing business to kill a "blood road"? Before Amazon's billion dollar acquisition line, the food supermarket has WAL-MART 2 billion "take the" American online clothing brand, what is their future?

According to the world clothing and shoe net, WAL-MART will spend $310 million (about 2 billion 49 million yuan) to acquire the largest Internet clothing brand Bonobos in the United States, which was founded in 2007. It is a start-up company that only sells customized clothing online.

After the acquisition, Bonobos's clothing will not be sold on WAL-MART's physical stores or websites, but will be sold on WAL-MART's online market Jet.com, which was recently purchased for $3 billion.

This is the latest in a series of online brands that WAL-MART has acquired recently.

The ranks of retailers ModCloth, outdoor suppliers Moosejaw and ShoeBuy.

The industry believes that the acquisition is part of WAL-MART's expansion of online business, for local clothing brands, the significance is also crucial. After all, the intervention of e-commerce platform shortens the industrial chain, and subverts low efficiency offline channels.

Li Jie, an analyst at Everbright Securities, said that the high cost of clothing brand led to the high price of physical channel terminal and the trend of consumers paying attention to cost performance, which gave Taobao an "opportunity". Many Amoy brands on the platform faced consumers with the help of the Internet, providing high performance price ratio products, and developed rapidly by virtue of significant price advantage and initial online traffic advantages.

The days when brands are lying and making money are gone forever, and the incomes on the line are falling down. They have to bring their low price products to "touch the net". Overall, the impact of the electricity supplier has exacerbated the competition of the channel end to the "traffic" and reduced the overall channel cost of the consumer goods.

Revenue growth declined and profit margins were compressed.

Li Jie believes that the demand for private customization is relatively small.

But taking into account the gradual maturity of the consumer attitudes of clothing consumers, the continued expansion of the middle class, the gradual growth of 80/ group after 90, and the increase of obese people, consumers' demands for price performance, personalization and fit will continue to improve. Judging from this, private customization is expected to become a new outlet for consumption.

According to Li Jie estimates, the size of the advanced clothing customization market can reach 35 billion.

The target customer group will extend to the middle class after the customized price decline, and it is expected to open up the incremental space of the industry. The potential market space of the customized garment is expected to reach over 100 billion.

But Li Jie also said that private custom development in developed countries and regions such as Europe, America, Japan and other developed countries is relatively mature. In China, it is mainly concentrated in the high-end market. First, consumers in developed countries are more mature in consumer awareness, and they attach importance to the fit of clothing. Especially the middle class has strong demand for high-quality customized clothing. Aoyama Hirohato, J.Hilburn and other excellent customized enterprises have grown up. Secondly, because of the low level of consumption before, the demand of Chinese popular clothing customization has not yet come to an inflection point.

In addition, the clothing technology level makes the private customization cost high, and it is difficult to scale production, and also restricts the development of the mass private custom market.

Therefore, the demand of Chinese private clothing customization is mainly concentrated on the high-end market with the social elite group as the main consumer group.

In Li Jie's view, due to industrial scale production, low inventory pressure and low channel costs, customized clothing has a high performance price ratio, which is in line with the middle class's pursuit of a higher lifestyle and is more astute.

For example, yabun's custom suit can choose top brands such as Armani and LV, but the price is only about 1/3 of the same garment, and the price is high.

Therefore, we can judge that the future customization of clothing will become the first choice for many middle-class clothing consumption.

According to the insiders, the increasing per capita income in recent years has led to a higher demand for material and cultural consumption by residents.

As a new generation of consumers, the pursuit of individuality and pursuit of brand consumption leads the direction of consumption upgrading.

Quality consumption, experience consumption and health consumption become the core consumer demands of the consumer groups. The upgrading of the consumption structure will result in the rapid development of a series of new industries in the future.

Zhang Fang, a researcher with CITIC Securities, said that with the 80 and 90's becoming the main consumer, fashion and personalization have become the commonality of clothing consumption. The demand of high-end middle class for high-end luxury fashion brands is becoming more and more popular. The designer brand of the same price stalls is very popular because of its unique identification industry, and the sports brand's specialization and trend become a development vane. Another part of the public's consumption points to higher cost performance, faster and faster fashion, and (compared with ordinary Taobao brand) higher quality and aesthetic network red.

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