Lining Accelerated Fashion Pformation Of E-Commerce Channels Become A Breakthrough For Pformation

Paying attention to the channel of e-commerce, expanding the fans economy, carrying out the pformation of young people, and introducing artificial intelligence retail means are all efforts made by the clothing brands to go out of the trough.

Lining is again on the stage of the international fashion week. The clothing products printed with the words "China Lining" instantly explode the social media.

A few years ago, Lining accumulated a deficit of 3 billion 100 million yuan in three years, and the low level of 3000 stores was still impressive.

Lining's recovery is the positive pformation of domestic clothing brands.

A microcosm of warming up.

Most last year

Listed companies have handed out a handsome performance report.

Paying attention to the channel of e-commerce, expanding the fans economy, carrying out the pformation of young people, and introducing artificial intelligence retail means are all efforts made by the clothing brands to go out of the trough.

41 clothing companies listed on 39 earnings

Obvious signs of gyration in garment industry

As early as four or five years ago, domestic clothing brands closed shop nationwide, and Lining and YISHION continued to expand their chain losses and shut down stores.

Many people in Wuhan also have the impression that in the core business circle such as the front gate, the street entrance, and the Jianghan Road pedestrian street, these chain famous brand shops are becoming less and less, some of them are also selling discount cards all year round.

Recently, however, a group of data has caught the eye.

Statistics show that of the 41 clothing listed companies that have disclosed the 2017 performance forecasts, 39 companies are pre setting, of which 8 of the listed companies are expected to double their net profits.

From the data, most of the clothing listed companies have handed out a beautiful performance report.

The domestic garment industry is showing signs of recovery.

Analysts say the leading companies in the casual wear industry have been recovering significantly since the fourth quarter of 2017.

The growth of Taiping bird and Hai Lan's household income in the fourth quarter of 2017 amounted to about 20%.

Semir

As the leading enterprise of casual wear, sales performance in the fourth quarter of 2017 also improved compared with the first three quarters.

The men's clothing brand, which once launched the shop trend, also showed signs of warming.

In 2017, the income of the seven wolves increased by 16.76%, reaching 30.82 billion yuan, and the net profit of the female parent increased by 17.78% over the same period last year, reaching 315 million yuan.

Hai Lan's home business realized 12 billion 480 million yuan in the first three quarters, and its net profit to the parent company was 2 billion 510 million yuan, an increase of 3.4% and 4.3% respectively.

Catching young consumers and digging fans economy

Domestic fashion brands accelerate fashion pformation

In June 21st, Lining released another rookie in Paris fashion week.

T-shirts or pullovers printed with the words "China" or "China Lining", "tomato scrambled eggs" matching gym suit and track suit, and Lining's logo also appeared on the front side of the coat several times.

After the show, Lining again aroused strong concern on the social platform.

Four months ago in New York fashion week, Lining's "enlightened series" costume was very bright.

1 minutes after the show, Tmall sold a lot of products.

After the fashion week, the share price also surged, rising from 7.27 Hong Kong dollars to 9.9 Hong Kong dollars, which is the highest in recent years.

Lining's performance in the young group triggered a strong response, so that many netizens exclaimed: "you changed, this is the impression of the local flavor of Lining?" coincidentally, many domestic clothing brands have changed their faces, secretly changed the tide, more focused on young style products, to fashion trend card pformation.

After Lining boarded the autumn and winter fashion week in New York, Anta also launched a series of NASA products with the NASA of NASA to synchronize the deep fashion product line.

Seize the young consumers, the market outlook is better.

In the financial report of the clothing brand Jiangnan cloth, in the 017 half year, the total income of Jiangnan cloth clothing was 1 billion 654 million yuan, an increase of 26.2% compared with the same period last year, and realized a net profit of 3.12 billion yuan, an increase of 36.8% compared with the same period last year.

Among them, the fans economy is one of the key to its profitability.

According to the financial report, the number of active members exceeded 290 thousand in 2017, an increase of 26% over the previous year.

Over 140 thousand of the members spend more than 5000 yuan per year, resulting in over 1 billion 670 million consumption.

E-commerce channel to become a breakthrough in pformation

Boost the performance of clothing brand

Beginning in 2012, domestic chain clothing brands have ushered in the cold storage period of closing stores, going to inventory and losing money.

It was also at this time that the major electricity supplier platforms in China ushered in.

Subsequently, many clothing brands have begun the road of electricity supplier operation.

Now, from the point of view of pcripts, e-commerce has become an important breakthrough in the clothing brand out of the trough.

At the beginning of this year, Semir electric business announced that in 2017, the retail sales of its retail outlets for the first time exceeded 5 billion yuan, significantly exceeding that of the industry giants. At that time, Semir business was established for only 5 years.

It is reported that in 2016, Semir clothing business grew by more than 80% over the same period, and online revenue reached 3 billion 200 million yuan.

The good performance of the electricity supplier has helped Semir group break through 10 billion of its total revenue in 2016 and enter the 10 billion club.

Lining's development efforts in the electricity supplier are also great.

In the first half of 2017, Lining sports's electricity business increased by 58%, and the contribution of e-commerce revenue to total revenue increased from 13% in the past year to 19% now.

In order to compete for more young people, Lining quietly launched a small program mall earlier, intending to further expand the business of e-commerce.

More and more corporate brands are targeting the electricity supplier.

State Grid, Martha Maso, dream bazaar and other vertical clothing electricity providers occupy a certain market share, UNIQLO, silk clothing and other O2O electric business is also very high acceptance among young people, Han Du Yi house, Yin man, split silk, seven grid and other Amoy brands, but also in recent years, clothing business brand in the "net red."

The seven wolves also mentioned in the performance bulletin that one of the factors contributing to the growth of the company's performance is to actively participate in the operation of e-commerce and needle spinning.

Industry analysts said that the layout of the local garment enterprises in the previous few years has gradually matured, and has begun to improve its performance.

Moreover, from Lining and other brands, the domestic clothing brands pay more attention to the operation and investment on the social network, and enhance the brand obviously.

Introducing AI to new retail business

Make shopping experience more interesting.

With the innovation of new retail technology, the shopping experience of clothing retailing is also different from the original and become more enjoyable.

Not long ago, Alibaba's new AI species, FashionAI, can provide consumers with 100 matching recommendations in 1 seconds.

Let clothing stores also access artificial intelligence.

From the outside, it seems that the FashionAI shop seems to have no difference from ordinary Stores - rich shelves, spacious fitting rooms, everything is in good order.

The user enters the store by scanning Taobao ID and binding his identity information.

During browsing the shelves, pick up any clothing at will, and the "mirror screen" on the edge of the rack will induce the commodity information and give a number of collocation choices.

"Walking to the dressing room with empty hands" may be the most relaxed and desirable way to open up the "window shop".

In addition to FashionAI, terminal devices such as smart fitting mirror and shopping guide robot have been put out in some clothing stores.

Before this kind of intelligent equipment, consumers can choose clothes through screen, add purchase, change size or change color, and then click on the fitting mirror.

It is reported that the scale of the apparel industry is as high as 3 trillion, but it is far from being penetrated by technology.

In the future, the wardrobe wardrobe line will be interconnected through data.

Industry analysts say, with the advent of consumer upgrading, consumers are

And the growing demand for differentiated brands, the garment industry with positive pformation will have more confidence to go out of the trough and usher in a full recovery.