Tide Business Breaks Out I.T Usher In Golden Age

According to the world clothing shoes and hats net, a

Whether it is successful or not is highly related to timing, as the first multi brand store in Hongkong.

Boss Shen Jiawei grabbed the tide.

The first barrel of gold.

However, in the Chinese mainland market, the trend business has just started to break out. I.T, which has been working for many years, is ushering in its golden age.

This is not an exaggeration.

Since its listing on the Hongkong stock exchange in 2005, I.T (00999.HK) has not performed well in the capital market.

Affected by the financial crisis, I.T's share price fell to its lowest level in November 2008. Although it reached its peak in 2010 to 2011, it did not last long, and then fell back.

In terms of performance, there was a sharp decline in the performance in 2013, followed by a slight improvement in the Rio Tinto mainland's business strategy, while the net profit of I.T was only HK $49 million in the same period in 2014.

With Hongkong's sluggish retail sales and strong Hong Kong dollar, I.T group, based on Hongkong, is also immune.

The exchange rate of the Hong Kong dollar is stronger than that of the major Asian currencies, including the renminbi, and the price of the products is expensive, thus reducing the number of visitors to Hong Kong.

However, the cost of retail channels continues to rise and sales area shrinks, which leads to a weakening of profitability.

The company's annual report shows that in 2015, the group held a value of HK $1 billion 910 million, accounting for 83% of its cash. Other currencies held by the group included the Japanese yen, euro, US dollar, pound sterling and so on.

In August of that year, I.T group issued a profit warning.

The global economic environment and the fashion retail environment pose a greater challenge to I.T, but this is also the beginning of the turning point.

Nowadays, the trend business is moving from edge to center.

I.T has become one of the largest fashion brand retail groups.

For a long time, Hongkong is a window for mainland China to accept the trend culture.

The trend culture spread from Japan to Hongkong and Taiwan, and then spread to the mainland. In the first 10 years of twenty-first Century, the trend culture in Europe and America is still strange to China.

It was at this time that I.T seized the right to speak in Hongkong's tide circle.

The inspirational story of Shen Jiawei, who started from scratch, has been widely circulated in the early years.

In 1988, as a bank, he opened a clothing store called Green Peace in Tongluowan, Hongkong. From the hiring of air hostesses to buy products from all over the world, it is no different from many small buyer stores nowadays.

However, Shen Jiawei's ambition is very big.

Through continuous borrowing and expansion, Shen Jiawei developed the initial purchasing business into the European and American fashion brand agency business and renamed the Green Peace as I.T, which is called abbreviation for Income Team, namely the money making team.

It is worth mentioning that in the process of further scaling up of the brand, Shen Jiawei's wife is also a famous movie star Chingmy Yau of Hongkong. He also takes advantage of his pulse and eye selection to play a certain role in promoting the brand.

After the success of Hongkong, in 2002, I.T was the first flagship store outside Hongkong, Shanghai, and then continued to expand in the Asian market. Currently, it has more than 300 international brands and owns many brands including izzue, 5cm, b+ab and AAPE. It can be said that China is the first large-scale buyer shop in the world.

However, mainland China is at the end of the trend of cultural information reception, and consumers' cognition is generally low.

Trend culture is still a minority culture.

Like any culture, there are serious barriers both inside and outside the circle.

Insiders like Teng Yuan Hao, Gaoqiao shield, Stussy, bape and other nouns, but outsiders do not understand why a simple printed T-shirt will sell to four digits.

This has become an obstacle to the development of I.T in mainland China.

On the other hand, the buyer's shop system of I.T has never matured in the world. With the closing of Colette in Paris and the closure of Shanghai shops by Triple-Major, the buyer's mode has never been out of dispute.

In recent years, the prosperity and development of buyer shops in China has also been seen as false prosperity and bubbles.

The market is not mature, but also catch up with the fierce impact of electricity providers and fast fashion. I.T's situation is not optimistic.

However, the most dynamic Chinese market is constantly changing and full of opportunities. Chinese consumers' acceptance of new things is increasing day by day.

Almost in 2014 and 2015, when I.T performance was most worrying, the market took a turn for the better.

At the end of 2014, an underground brand named Vetements, which was keen on opening up traditional models and breaking the traditional fashion rules, was born. The brand named "clothes" in French completely subverted the fashion trend in the next 3 years.

In the same year, the brand Off-White, founded by rapper Kanye West styling consultant Virgil Abloh, was born.

In early 2015, Kanye West and Adidas Originals jointly named Yeezy Season 1 boarded the official schedule of New York fashion week.

Unlike the trend brands in the past, the emergence of Vetements, Off-White and Yeezy formally declared that the boundary between the street trend and the advanced fashion was broken, and the three entered the four fashion week, which symbolized the high fashion.

Before that, the street trend was never on the agenda of mainstream fashion magazines, and luxury brands and fashion brands always looked down on each other.

Nowadays, the shadow of street fashion can be seen everywhere in the design of luxury brands. "Cool" has replaced "elegance" as the pursuit of clothes.

The trend analysts believe that the style of leisure sports will be the ultimate attribution of fashion, because comfort and individuality are more in line with the social trend of liberalism.

Especially for young people.

The official announcement of the trend of the street culture is the cooperation between the top luxury brand Louis Vuitton and Supreme. This marks a step by step to eliminate the gap between luxury brands and trend brands, and both sides benefit from this cooperation.

Most of the luxury brands that perceive the trend of the wind and change and choose to embrace the trend culture have indeed received substantial returns. LV has gained an instant growth from this joint series.

Luxury brands including Italy high fashion house Valentino and others are interested in moving the design style to the streets.

This year, the popularity of hip-hop in China, which has become popular with hip-hop, has also lifted the street wear of hip-hop culture and street culture to the draught. It has also spawned a 300 billion of the domestic hip hop business around the country.

Wu Yifan wears Supreme, Young Bridge Saint Laurent broadside white glasses, Brant.B Xiao Bai's Gucci T-shirt, directly stimulating the demand of Chinese consumers for fashion clothes.

10 years ago, people must get the second-hand trend information from Hongkong through the trend magazine. Nowadays, Chinese young people can finally use the Internet to synchronize with the trend culture of Europe and America.

Miss Teng Yuan Hao's era, Chinese young people finally catch up with the era of Vetements, Supreme and Off-White.

Now, the 95 generation's main trend is changing people's awareness. They have the right to speak and the economic strength to buy the trend goods.

The trend demand, which has been suppressed by the limited channels, once it has the space of release, it will start to erupt.

In fact, the performance data of I.T in the past few years can also be seen.

In 2015, I.T sales in Hongkong fell 3.3% to HK $3 billion 459 million, while sales in mainland China increased by HK $2 billion 983 million to HK $16.4%.

Although China's economic slowdown has also contributed to the growth of consumption, the mainland market has been an important driving force for growth over the years.

The group has been expanding its retail network in China and expanding its outlets to 20 cities, and is preparing to further enhance its diversified fashion platform in the Chinese mainland market.

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The picture shows one of I.T's stores under I.T group.

I.T group, the earliest fashion business in the Chinese market, has also become a direct beneficiary of market trend changes.

Since the beginning of this year, the share price of I.T has been rising. In August 17th, the share price rose by 7.33% to 4.1 yuan, a five year high.

Prior to the I.T released the first quarter results as at the end of May, the same store sales in Hongkong decreased by 5% compared with the same period last year, while the same store sales in mainland China increased by 4.9% compared to the same period last year, while the same store sales in Japan increased by 34.5% compared with the same period last year, and the gross profit margin of the group rose by 2.1% to 64.9%.

As of the end of February, the 2016 results showed that I.T turnover exceeded 8 billion for the first time, and profits rose by 50.25% to 314 million yuan. I.T's revenue in mainland China has surpassed that of Hongkong.

Some analysts pointed out that I.T group will rely more and more on the mainland market and will reverse the decline in profits for many years.

Wu Yifan, a mentor in "hip-hop" in China.

With the warm up of China's fashion retailing industry and the rise of fashion culture among young people this year, I.T has officially welcomed its era in the Chinese mainland market.

To further attract young consumer groups, I.T has appointed Wu Yifan as the first speaker since its establishment. The latter has been gaining popularity in the fashion industry in recent years, and relied on "hip hop" in China to re close its relationship with the trend culture.

I.T's cooperation with Wu Yifan first started last year, when Wu Yifan made a preliminary contact with the brand as I.T's chief design consultant.

The picture shows the Off-White store opened in Rui o department store in Shanghai in May this year, and its brand partner in China is I.T.

For the current hot trend of international trends, I.T also showed greater ambition and continued to introduce global trend brands to expand the Chinese market.

Off-White recently opened two stores in Hongkong and Shanghai. At present, only 2 of the 10 brands in the world are distributed outside Asia, while Off-White's Chinese regional partners are also I.T.

I.T's brand matrix covers from international brand to parity brand.

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At present, the I.T group is divided into I.T and I.T, the former includes Comme des Garcons, Alexander McQueen, Balenciaga, 3.1 Phillip Lim and other international fashion brands, and the latter includes the cheap, tide, etc.

The group has formed a large brand matrix from the international brand to the Asian parity tide brand. The accumulated brand resources and offline network have become the capital that I.T has always contended with.

On the other hand, I.T also launched a "Duel" with fast fashion and electric providers by increasing online investment.

In September 22nd, I.T group launched its first store in mainland China fifteen years ago, the Shanghai Xintiandi flagship store reinstalled its new e-commerce platform ITeSHOP, trying to break the barriers on the line.

It is reported that the ITeSHOP Hongkong edition and the international edition are also in preparation for the same period, which will be launched in late 2017 and 2018 respectively.

ITeSHOP aims to channel the whole channel, not only as an e-commerce platform.

But I.T stressed that the new version of ITeSHOP is not only an electronic business, but also a hot selling channel.

There is also an integrated membership system covering all the brands and stores of the group, which will enable consumers to exchange points on the multi brand online and offline businesses.

For fast fashion, I.T vice president Zheng Jingshan once told reporters that fast fashion is like eating fast food, pursuing cheap and fast, and their customers will always be more and more.

I.T can't compete with fast fashion brands because their production is much larger than that of the fast fashion brands.

But what I.T wants to do is to find the most suitable strategy to see clearly the market demand and present the best products to consumers.

In the price war, brand loyalty is very important to maintain good relationship with consumers.

The picture shows some brands of I.T group.

The battle against fast fashion and electronic commerce platform is still very early.

But store experience, picking experience and brand matrix are the most competitive market advantages of I.T.

It is worth noting that I.T has also been low-key in the layout of China's high-end shopping malls besides the fashion retail business. This also provides more leadership for the group's position in the mainland market.

The next big move is that I.T, a group of old Buddha, will open a new department store in Lujiazui, Shanghai. It is expected that the opening day will not be later than December 31, 2018.

Paris Lafayette department store (China) Co., Ltd., each holding 50% stake in Soci t t nonymedes Galeries Lafayette and Hongkong I.T Limited, was founded in Hongkong in September 16, 2010.

Though the fate of the department store in China has been twists and turns, it has been out of the Chinese market once again, and its performance is not optimistic. However, some analysts believe that for I.T, further penetration of fashion retail into high-end shopping malls will help consolidate its foundation in the mainland market.

Now, sub culture is evolving towards the public.

The diversion of cultural tide to the consumer group has led luxury brands down the altar. The new rising consumers are a group of people who have a critical eye for uniqueness, design sense, texture and cultural connotation. Under this trend, tide brand will become a big business.

I.T group has been dormant in mainland China for many years, and now it has finally welcomed its era.

This year, the group's stock price has risen by more than 30%, and its market value is approaching 5 billion.

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