Ying Shi And Tmall Jointly Explore New Retail Development Mode

According to the world clothing shoes and hats net,

Under the draught, every big baby boy

Cross border cooperation has been played.

March 28th, baby brand

Work with Tmall to explore the new retail development mode of mother infant industry, and plan to carry out multi-level cooperation in data mining, user operation and offline.

"The shopping habits of the market and consumers are changing, from shopping plaza to department stores, to online and offline integration.

In the near future, the Internet of things will become a major trend. We hope to effectively build the brand by this way, and it is also a publicity for the quality of commodities.

YeeHoO Ying Shi's chief executive officer and President Luan Xizhong told reporters.

In 2017, it was called "the first year of children's wear market".

After ABC and kids landed on the capital market, Anta and Lining were competing for rush to eat.

According to Roland Begg data from the consulting firm, with the opening of the second child policy in China, the number of new born babies and the number of 0 to 14 year olds will continue to increase rapidly, which will bring more room for children's wear market. In 2015, the scale of children's clothing market in China reached 180 billion. It is estimated that by 2020, the size of children's clothing market will exceed 280 billion yuan.

Zheng Nan, marketing director of Tmall Juhuasuan, believes that with the 85 and 90's mothers becoming the main consumers of baby products, their demands for emotion are greater than their prices. At the same time, they want to pfer the brand value to their children. Therefore, how to create scenes and enhance consumption experience between the industry and products is a new topic for today's baby enterprises.

New retail force

According to the reporter, the Tmall gathering day of Tmall and Tmall will start from March 22nd, and will continue for about 15 days from the pre-sale and pre heating to the outbreak. Apart from providing substantial price concessions, the two sides will also focus on all kinds of experiential marketing.

On the eve of the happy gathering day, Ying Shi was in the "Giant Baby House" interactive hall under the special line of Guangzhou new landmark Tian Hui square.

We design and display infant products and toys specially designed for adults, and cooperate with advanced AR technology to enable adults to experience various scenes in everyday life from the perspective of babies.

At the same time, there are interactive H5, short video, friends circle advertising and other social media interaction to participate in the screen to fully ignite the atmosphere.

"We have been working with Tmall for 5 years, and we have learned a lot to achieve better business value," he said.

Luan Xizhong told reporters that the two sides will carry out more attempts in brand building, big data, consumer operation and full channel integration. "Not only is sales, but Tmall also gives a lot of brand exposure opportunities."

In October 10th last year, 600398.SH announced that its wholly owned subsidiary, Jiangyin Hai Lan Home Investment Co., Ltd., with its own capital of 660 million yuan, was granted 44.0039% stake in Ying Kai baby partnership limited, which was invested by Xinyu Yun Kai investment partnership (limited partnership) and Xinyu's Cci Capital Ltd.

After the completion of the paction, Hai Lan investment officially became the second largest shareholder of Ying baby.

Luan Xi Zhong disclosed that last year's income was about 1 billion 300 million yuan, of which the direct placement, agency and online accounted for three points.

At present, Ying Shi has more than 1000 entity stores in the whole country, most of which are located in a second tier city.

Hai Lan is integrating with Ying Shi after his investment.

"We are using RFID now. Hainan is the first batch of RFID in China's clothing industry. Their experience can help us effectively and reduce costs in the implementation process."

Luan Xizhong said that there will be more resources sharing between the two sides in the future. "Hai Lan uses its dealer resources to help expand the three or four line market, because this is our weak link. In turn, the resources of many years in the high-end department stores can help Hai Lan develop their new light luxury brand, so this is a two-way cooperation."

Luan Xizhong said.

Regression and focus

In addition to the layout of new retail, Ying Shi has also been exploring more possibilities through cross-border cooperation.

Prior to this, Ying and Haier jointly developed intelligent washing and smart children's wardrobe, to create smart home.

In the view of Luan Xin Zhong, the project is an important exploration for the company to provide one-stop service around the user.

"We did a category expansion in the past few years, but we found that we were more distracted, because we weren't particularly good at it, so our strategy is to return to focus this year."

Luan Xizhong said that in the future, Ying will extend the clothing and lathes of 0-3 year olds to 4-14 years old children.

For cross-border collaboration with Haier, he believes that the smart baby closet and intelligent washing machine explored by both sides can provide users with one-stop clothes solutions.

It is reported that Ying Shi in the project involved in the design, research and development, creativity and many other links, and authorized by Haier to use and sell, "is now designing the first store in Shanghai, the fastest by the end of May this year can be opened."

Luan Xizhong said.

Coincidentally, XTEP children also began to actively carry out brand cross-border cooperation, alliance movie IP resources, event marketing, using the famous movie IP launched its series of activities, and launched its products with its IP in major stores.

In February this year, it launched a joint commemorative shoe with the movie "catch 2". Last year, it made a number of theme T-shirts in conjunction with Transformers 5.

In recent years, apart from GAP kids, navy and other foreign children's wear brands to accelerate the layout of the Chinese market, domestic brands have also been overweight.

In the first half of last year, Semir children's clothing sector revenue was 2 billion 246 million yuan, accounting for 50.68% of revenue, up 24.97% from the same period last year. During the same period, JNBY by JNBY increased 53% to 160 million 200 thousand yuan in the first half of fiscal year 2017.

In October last year, Anta sports (2020.HK) announced the acquisition of a 100% stake in KingKow, the brand of children's wear, and the right to trademark ownership into the high-end children's wear market.

Lining (02331.HK) also plans to launch its own children's clothing brand Lining YOUNG, the number of shops is expected to be around 500 this year, more than 60% in two or three line cities.

For the increasingly fierce competition in the industry, Luan Xizhong believes that "any brand industry is cyclical, whenever any competitor comes in, we must pay attention to the market and not disrupt the pace, so we work with the data from the Tmall and the baby tree to improve the competitiveness through the way of internal operation.

Luan Xizhong said the company did not have a listing plan for the time being.

"Whether it is Hai Lan or Yun Yue investment, we hope that the brand will continue to operate for a long time. They are more concerned about whether we are competitive, healthy or efficient, not to say that they will change hands when they come in."

Luan Xizhong said.

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