Inventory Of Domestic Famous Clothing Brand "Sea" Road: What Are The Uncertainties?

Nowadays, more and more local brands are gradually coming out of the country.

Including PEAK, 31st degree, Lining, Jiangnan Buyi and other sports apparel brands, early put their eyes on overseas markets.

This year, the wave of Lining and Taiping bird swept across the big rivers both at home and abroad, and further boosted confidence for the national brand to March overseas.

In fact, from last year to this year, domestic clothing brands including Hai Lan home, Semir, MJstyle, Bosideng and other domestic brands have been making efforts to open overseas markets.

At the same time, Taiping bird also put the sea on the agenda.

For this reason, this net takes stock of some famous clothing sports brand's "sea going" road to understand their overseas expansion situation. For those brands that have already opened overseas stores, let us also review what their respective stores look like.

MJstyle first store in Japan

Location: Chiba, Japan, wing Wan curtain, Xin Du Xin

Opening hours: June 28, 2018

In June 28th, Japan's first MJstyle opened in Chiba, one of Japan's most important countries.

In the future, MJstyle will rely on the long term friendly and cooperative relationship established with Japan's large multinational retail group Yong Wang Co., with the store as the core, and radiating to all parts of Japan.

In the next few years, MJstyle plans to open stores in Philippines, Japan, Malaysia, Singapore and other places to accelerate global expansion.

It is understood that in the first half of the year, MJstyle new store is mainly located in the East China region. There are 12 new stores in Jiangsu, Anhui, Shandong, Shanghai, Zhejiang and other places. They are stationed in the newly opened shopping centers such as Nanjing, Wanda Maoming, Jingan Rongcheng and Haining Aegean Sea.

The second largest area is 10 in North China, distributed in Hebei, Tianjin, Shanxi and other places.

All 6 new stores in Southern China are located in Guangdong Province, and are stationed in shopping centers such as Shenzhen Shangye city and Yang Jiangdong Hui Cheng.

The remaining new stores are located in the northwest, central China, southwest and northeast, with 3, 2, 2 and 1 stores respectively.

From the perspective of urban distribution, in the first half of the year, MJstyle opened only 4 stores in the first tier cities, accounting for 11%, including 1 in Shanghai, 1 in Guangzhou and 2 in Shenzhen.

This is affected by the market environment. The fast fashion industry in the first tier developed cities has been relatively saturated, so the fast fashion brands including MJstyle are relatively cautious in the region.

Boston London flagship store

Location: 18 Morton street, South London, UK

Opening hours: September 2018

After a year and a half, Boston announced that it would restart its flagship store in London in September.

Meanwhile, Gao Dekang, chairman and chief executive officer of Bosideng's board of directors, said that in 2018, the group would remodel the brand of Bosideng's main brand, force the main business of the down jacket, cut down the non feather down business of Bosteng men's clothing, home and children's clothing, and shut down 70% to 80% of the non profit shop in the next three years.

In 2012, Bosideng opened its first store in Mayfair District, central London. This is the first store in Bosideng's overseas layout. It is regarded as a symbol of the company's entry into the overseas market, and also made Bosideng the first batch of domestic apparel brands to fight for the international market.

However, under the influence of uncertainty in Britain, Bosideng shut down the UK's only store and official website in February 2017, marking the stranding of the overseas expansion plan, which once dominated China.

In overseas markets, Bosideng main brand promotes brand awareness by upgrading its brand and using down core business.

Last year, Bosideng replaced the trademark that had been used for many years. The new trademark retained its shape and highlighted its original wing pattern, but magnified the English name, making the overall design more fashionable, concise, clear and international.

The group said replacing brand names is an important step in remodeling.

Hai Lan's home, Singapore's first store

Location: Suntec City Mall, a large shopping mall in Singapore

Opening hours: May 18, 2018

In May 18th, HLA, Singapore's first store, opened at Suntec City Mall, with an area of 350 square meters.

The overall design style of the shop is simple, and the white line is chosen as the main color, supplemented by black and gray.

The door also changed the Chinese character + English yellow label, displaying only the white "HLA".

This also indicates that HLA, a Chinese national brand, has further accelerated the overseas market expansion process.

In fact, last July, Hai Lan's home HLA opened its first overseas store in Kuala Lumpur, Malaysia. In less than a year, it has 9 stores in Malaysia.

This year, Hai Lan's home has entered Singapore market and has entered the Thailand market.

In the next 3 years, it will continue to attack cities and towns in Singapore, Malaysia and Thailand, and gradually realize the strategic goal of comprehensively entering Southeast Asia, stepping out of Asia and going global.

In 2017, the family of the sea LAN opened 1054 new stores and 505 closed stores, with a net increase of 549. By the end of 12 month of 2017, the total number of stores was 5792, covering 31 provinces (autonomous regions and municipalities directly under the central government), covering more than 80% counties and cities.

Among them, "Hai Lan home" brand 4503, "love to live in rabbit" brand 1050, other brands of 239.

Semir first overseas shop

Site: Riyadh Park Shopping Center, Saudi Arabia

Opening hours: August 9, 2018

On the afternoon of August 9th, Semir's first overseas store officially opened in the Saudi Arabian capital Riyadh Park Shopping Center, marking Semir's official entry into the overseas market.

At the beginning of the year, Semir set up an overseas business project team, and through resource integration, combing and improving the business process, establishing external communication and foreign trade cooperation, and successfully developing the Saudi market with the support of many brands and systems, the Riyadh Park Shopping Center was also a major move for Semir to actively respond to the call of the country and the whole country, and to go out of the country at home. It has taken a solid and powerful step in the internationalization of Semir brand.

At present, Semir brand and M. A. Alabdulkarim& Co. Ltd. have reached a consensus on strategic development. They plan to open two stores in 2018. At the same time, the company has become a target and procurement plan for the next five years with Sen motor.

Later, Semir will continue to expand some countries in the Middle East, Central Asia and Southeast Asia, and seek to establish cooperative relations with local high quality retailers and wholesalers, and gradually enhance the international influence of the brand, so as to make a sound and accumulate power for the internationalization of national brands.

Jiangnan cloth

Location: Japan, the United Kingdom, the United States, Italy, Canada, etc.

Founded in Hangzhou in 1994, Jiangnan Buyi has eight brands, namely, JNBY, CROQUIS (sketch), JNBY by JNBY, less, Pomme de terre (Peng MA), JNBY HOME, HOME and terre, all over the domestic second tier cities.

Jiangnan Buyi announced that in the first half of last fiscal year ended 2018, the sales in the first half of the fiscal year showed that during the period, the sales of clothing in the south of the Yangtze River rose by 26.22% to 1 billion 654 million yuan, the retail channel grew by 10.3% compared with the same store, and gross profit increased 22.75% to 1 billion 35 million yuan over the same period last year.

Net profit rose by 36.83% to 312 million yuan compared to the same period, excluding the 15 million 700 thousand yuan related to the item listing in the mid fiscal year, the adjusted net profit of the group rose by 28% yuan over the previous year, which was more than 243 million yuan.

Since 2004, Jiangnan Buyi has entered the international market. As of the end of last year, there were 1768 independent stores in 18 countries and regions in the world, with 80 sales outlets overseas.

It is reported that in the 2018 fiscal year, there will be 200 to 250 retail stores in the southern part of the Yangtze River. Most of them are located in the two or three tier cities of the mainland, and Hongkong will also become one of the most important markets for the future development of the group.

Anta Sports

Location: Singapore FILA store (including FILAKIDS independent store)

In August 14th, Anta (02020.HK) released its interim results in 2018. In the first half of this year, Anta group's revenue reached 10 billion 550 million yuan, an increase of 44.1% over the same period last year, and the profit attributable to shareholders increased by 34% to 1 billion 940 million yuan; operating profit increased 41.7% to 2 billion 689 million yuan, and three were all new highs.

In addition, gross profit reached 5 billion 726 million yuan, an increase of 54.6% over the same period, and gross margin increased by 3.7 percentage points to 54.3%.

According to the current situation, Anta's 2018 annual performance is expected to hit 20 billion yuan mark, becoming the first Chinese sports brand to achieve this level.

At present, most shops in Anta are still running in the form of street shops, while expanding the layout of shopping centers and shopping malls, and planning to replace smaller and less profitable shops in larger and more attractive stores in superior areas.

In the first half of this year, Anta group opened 334 new stores. As of the end of the reporting period, Anta group has 9650 stores in the whole country, a net increase of 183 stores compared with the same period last year.

There are 1248 Fila stores, 85 Descente stores, 189 Kolon Sport stores, 63 KingKow stores and 81 Sprandi stores.

Anta expects that by the end of 2018, the total number of Anta stores in the mainland, including Anta children's independent stores, will reach 9700 to 9800.

The total number of FILA stores (including FILAKIDS independent stores) in the mainland, Hongkong, Macao and Singapore will reach 1300 to 1400.

DESCENTE brand will permeate a second tier city, focusing on opening stores in superior locations.

By the end of 2018, the number of DESCENTE stores in the mainland is expected to reach 100 to 110. KINGKOW is expected to have 60-70 stores, and SPRANDI is expected to have 190-200 stores, while KOLON SPORT expects 200-210 stores.

At present, Fila stores are mainly concentrated in China's first and second tier cities, and will open stores in Hongkong, Macao and Singapore.

Lining

Location: USA, Spain, Poland, Greece, France, etc.

On the evening of August 13th, Lining issued the interim results announcement for the six months ended June 30, 2018. The income rose by about 17.9% to 4 billion 713 million yuan. The net profit of equity holders increased by 42% to 269 million yuan, and the net interest rate increased from 4.7% to 5.7%. Lining said that although the new measures brought investment, the operational efficiency remained unchanged.

In the first half of this year, Lining brand displayed its product strength through the international fashion week two times and won good feedback and word of mouth.

Some netizens commented that recently, Lining's products have changed their traditional style and become more fashionable and fashionable.

Lining is also proud to say that the company has tried different marketing activities and participated in the fashion week of New York and Paris. It has also increased spending on Internet promotion and has received a good social response. This further strengthens the brand's influence on international activities in the minds of consumers and national products.

Lining has been deploying in overseas resources acquisition and overseas brand operation, but it has no obvious advantage compared with other similar enterprises.

However, in developing overseas markets, including opening branches, branches and R & D centers overseas, Lining did walk ahead of his peers.

It is understood that since 2000, Lining began to enter the United States, Spain, Poland, Greece, France and other European and American markets, and the responsible person of Lining also put forward the "ultimate goal of Lining to be a global brand".

But the effect is not satisfactory.

Data show that in the first half of 2018, Lining's income from the international market was about 73 million 640 thousand yuan, compared with 91 million 468 thousand yuan in the same period last year, a drop of about 19.5%.

Taking the first half of 2018 as an example, Lining's income from the north and south of the Chinese market was about 2 billion 570 million and 2 billion 69 million yuan respectively, accounting for 54.5% and 43.9% respectively, accounting for 98.4%, while the income from the international market was only 1.6%, which could hardly be ignored.

360 degree

Location: Brazil, USA, Europe, Indonesia, etc.

As of December 31, 2017, the group has opened 5808 core brand stores, about 80% of which are independent street shops.

In the region, about 73.5% of the stores are located in three or less cities in China, while 8.3% and 18.2% stores are located in China's first and second tier cities.

In the international market, the 31st Degree International has 1241, 1030, and 378 brand outlets in Brazil, the United States and Europe.

At present, the countries covered by Europe include Britain, Germany, France, Austria and Switzerland.

At the same time, it successfully entered emerging markets such as Canada, Russia, Spain, Israel and Italy.

However, the financial data show that in fiscal year 2016, 361 degree overseas business sales increased by 80.54%, but only accounted for 1.6% of total sales.

In fiscal year 2017, the ratio was 1.7% - from the perspective of sales, its internationalization process was rather dull.

It will also continue to expand and expand to countries with growth potential to promote the international version of products.

It is believed that international business will become an important source of group turnover in the next three to five years.

In August 15th, 361 degree announced cooperation with Indonesian sun department store to further promote brand internationalization.

By then, 361 degrees will sell its own products through the entities and online stores of sun department stores in Indonesia.

In August this year, 361 degree products will be landing at 15 stores in sun department store, and will reach all 155 stores shelves by June 2019.

Meanwhile, since 2019, sun department stores has opened 361 stores in 10 major cities in Indonesia every year.

Pacific bird

Planned location: Southeast Asia, Australia

In February 7th, New York time, Taiping bird first moved the show to the international fashion capital, New York.

It released the 2018 spring and summer series of PEACEBIRD MEN and PEACEBIRD WOMEN in the form of T show, which was first launched by Tmall and the American Fashion Designers Association (CFDA) in New York fashion week's first "T-mall China Day (Tmall China Japan)".

In fact, there are strategies for overseas marketing in Taiping's strategic layout.

Tmall China day, as a catalyst, led to its first overseas appearance in New York.

As early as 2013, Taiping bird won the right to operate the international brand MATERIAL GIRL Greater China.

You know, MATERIAL GIRL is a street girl dress brand created by the American fashion godmother for her daughter.

In order to learn international operation experience, improve the design power of Taiping bird products, promote brand globalization, enhance its professional skills in the fashion industry, and gain international fashion resources.

In 2015, Pacific bird became a French ALEXIS MABILLE.

For the future, the Pacific bird will put the first station of globalization in Southeast Asia.

"First of all, there are many similar Asian Asians. In addition, the whole market situation in Southeast Asia is still at a level in China many years ago. It has enough population, so we want to try it from Southeast Asia in the future."

Zou Qian, the brand director of the Pacific bird, once said that the whole Southeast Asia has become a global factory in the past two years.

Including many supply chains in China, the whole system is moving to Southeast Asia, and it is in a very good period of development.

In view of the brand performance under the new opportunities in the sea, Sun Yulong, member of the senior advisory group of the joint venture, said: "as the channel structure of the domestic garment market has become more and more widespread in recent years, the online and offline layout is becoming more and more common. The growth of the channel efficiency is more difficult. The expansion of the offline channels and the operating costs are getting higher and higher. The single store efficiency and product quality are hard to break through, and the difficulty and bottleneck of the offline stores are growing."

In his view, "in this context, seeking market development is lagging behind, and relatively low market cost in Southeast Asian market for layout and trial should be a new incremental opportunity, especially for higher class clothing brands. For the domestic high-end business and business casual clothing brands, overseas road is still very uncertain and difficult for Southeast Asian and European and American developed countries."

There is no doubt that national brands need to be strong and market oriented overseas.

Xu Zhihua, a PEAK CEO who has many years of experience in overseas expansion, said: "if China wants to become an international brand, it must be down-to-earth, step by step, and has no shortcut to go."

Zhang Jiangping, chairman of Taiping bird, believes that the most important thing for the brand to go to sea is talents. First, we need to understand new retail sales. Two, we need to have an international vision and background.