Women'S Clothing Industry Needs Diversification, Enterprises Choose Multi Brand Operation.

Introduction

According to the world clothing shoes and hats net, in the past year

There are many new clothes, especially

Why, Taiping bird, Ann fashion, Jiangnan cloth,

And other high-end women's clothing has landed in the capital market, coupled with the queuing fashion, Mass Phil, rip and silk, and so on. China's well-known high-end local women's clothing (including the Amoy brand) almost all appeared in the capital market.

Therefore, our first series of new shares will start with the women's clothing industry, and select three companies (Pacific bird, positive fashion, day fashion) for comparative study.

Women's clothing industry needs diversification, enterprises choose multi brand operation.

Compared to men's wear and children's wear market, women's clothing consumption demand is more diversified, the top ten brands market share is only 14.29%, industry concentration is low.

At the same time, "high SKU quantity + short sales cycle" leads women's clothing brand to have stronger operation and management ability, and single brand sales ceilings are low, so collectivization has become an inevitable choice for women's clothing companies to develop in the medium and long term.

At present, women's clothing enterprises mainly build up multi brand operation groups through the two paths of extension and merger and self branding. The former can hedge the risk of consumer demand through multiple brand styles, while the latter uses the main brand awareness to conduct secondary brand licensing.

Taiping bird: the leader of local popular leisure brands

The company has established the core brand of PEACEBIRD women's wear and PEACEBIRD men's wear, with Lok Ting LED 'IN women's wear and Mini Peace children's clothing as new brands, and MATERIAL GIRL women's wear and AMAZING PEACE men's clothing as the brand combination of initial brands, effectively covering the consumer group of 18-40 years old.

The company carries out commercial operation in SPA mode. Under the overall weakness of China's garment industry, the total revenue of the company in 2016 still increased by 7.1% over the same period last year.

The company is in the leading position of the local mass leisure apparel market, and has achieved double wheel drive through "retail orientation + brand roll".

Security fashion: high end multi brand fashion group

The company always focuses on high-end fashion apparel, and aims to build into a multi brand fashion group with international influence, and build a multi category fashion ecosystem with the core of the existing clothing brand.

The company implements differentiated and complementary multi brand development strategy, and owns three independent brands: "nine posture", "Yin Mo" and "an Zheng". In 2014, it bought two new fashion brands, namely "the magic" and "Fei Na Chen". In 2017, the online brand "Anna Kou" was added, forming a brand structure with stable structure, diverse styles and complementary positioning.

Day broadcast fashion: brand distinctive, focusing on original design

The company owns its own broadcast: broadcasting and CRZ, and is developing PERSONAL POINT three clothing brands.

In the past three years, broadcast:'s brand revenue has been maintained at more than 700 million yuan, accounting for 80.54% of the company's main business revenue, which is the company's main source of revenue. In the 2016 year, CRZ's brand revenue was 158 million yuan.

At present, PERSONAL POINT is being nurtured, and is expected to become an important driving force for the company's future growth.

The company's performance has continued to grow steadily, and the competitiveness of the industry has been continuously promoted by adhering to original design and overseas expansion.

Risk warning: 1) the recovery of middle and high-end consumption is lower than expected; 2) multi brand collaborative management is lower than expected.

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