There Will Be No More Domestic Brands In High-End Shopping Malls

　　 fashion The industry seems bright, but the digital economy behind it is really realistic. Raf Simons and Calvin Klein , for example. Clothing is not only art, but also money.

People who live in Beijing, Shanghai, Guangzhou and Shenzhen, if you observe carefully, you will find that those traditional (older) ladies in department stores clothing The sense of brand existence is getting weaker and weaker. The domestic brands that used to occupy the best position in department stores have been squeezed out. Instead, some overseas brands with younger style and more popular English names are replaced.

Maje, Sandro, iro, Laur è L , etc., which are very popular in overseas shopping in recent years brand Department stores in Beijing, Shanghai, Guangzhou and Shenzhen are becoming more and more frequent, and more and more stores are opening in the mainland. You can easily buy clothes of these brands without overseas shopping or purchasing on behalf of others.

There is also good news. If you are a senior fan of acne studios, you may be able to see the brand directly in mainland shopping malls in 2019. Because it has become a half blood brand from Sweden.

According to the world clothing, shoes and hats.com, on December 24 last year, IDG capital, a domestic investment institution, and I.T., a Hong Kong Fashion Group, jointly acquired shares of acne studios , holding 30.1% and 10.9% respectively. Therefore, IDG has directly become the largest shareholder of the brand. Then, the day when acne studios will settle in the mainland of China is just around the corner!

Originated in Sweden, acne studios is famous for its jeans. The brand is characterized by cool style, simple design and practical wear, which can stand the test of time. It is also the favorite of many stars. From Quan Zhilong to Yang Mi, they have brought goods to this brand. Now, this brand is going to enter China, happy fans, but sad clothing boss! It is bound to pose a great threat to the same type of domestic designer brands.

IDG is not the first case to acquire a foreign independent designer brand, or even a rising star. With the same building as wow-trend , gelix group has a more eye-catching performance in the acquisition of overseas brands, capital operation, operation and brand marketing.

Your impression of "GELIS" may still stay in the traditional store brand of "older ladies" on the third or fourth floor of traditional department stores. However, since the acquisition of A's company has been listed in Shanghai for more than 300 million yuan, it has been operating for more than 100 million yuan.

With capital operation, Goliath has acquired five famous overseas high-end fashion brands: German high-end women's wear brand Laur è L, American light luxury fashion brand ed hardy, French light luxury designer brand iro Paris, American designer brand Vivienne Tam and Belgian designer brand Jean Paul Knott.

The acquisition has brought considerable profits to the group. In 2018, Goliath has 566 terminal stores nationwide, with sales of 1.736 billion in the first three quarters. The annual profit is expected to exceed 3 billion yuan.

Today's young people are more aesthetic and knowledgeable, and they are more inclined to these fashion brands with a sense of design. Once upon a time in the elevator.

What is worth noting is that the current strong growth of Goliath mainly depends on the acquired overseas brands, rather than the main brand of Goliath's independent R & D and production, i.e., Goliath Ellassay.

As early as 2016, the number of gloris ellasay stores decreased from 347 in 2015 to 341, with a total revenue of RMB 797 million, a year-on-year decrease of 3.32%. This figure will probably continue to decline in 2018. It reduced the investment of independent brands and spent more efforts in the management of acquired overseas brands. According to Goliath, its future strategic goal is "from a single brand to a multi brand Chinese high-end fashion group".

Randy, a director of Goliath group, told the media that in the next five years, they will continue to acquire about 10 brands in order to cover more categories and a wider population.

The goal of Goliath is no longer to focus on the direction of independent R & D. its brand, ellisay , does not have its own OEM factory, and its decreasing stores may also be the weak market performance of its own brand. In order to adapt to the increasingly competitive clothing industry, it is trying to explore and seek a new way to survive.

I think the goal of Goliath - "China high fashion group" should be more similar to LVMH . This group was set up in order to acquire brands at the beginning. As long as it is about fashion, it is involved in everything. It has numerous luxury brands in the world, such as LV, Dior, C é line, Givenchy, Fendi , etc. With many brands, LVMH's sales have been increasing year by year, thus creating the world's top luxury group.

"Acquisition" has been valued by more and more groups. Shandong Ruyi Group acquired SMCP, the parent company of French fashion brands maje and Sandro, for 1.3 billion euro in 2016.

Shanghai fashion brand Vigna bought teenie weenie from South Korean clothing brand Yi love for 5.7 billion yuan.

Anta flower has purchased Amer sports, the parent company of Archaeopteryx, and Finnish sporting goods group with a large amount of money.

More and more traditional companies that used to be in the textile and clothing industry are finally waiting for the opportunity to enter the top of the fashion industry. They use capital to feel that ease can bring benefits: mergers can make up for their short version faster, stronger and more convenient.

More and more mergers and acquisitions are squeezing the survival environment of Chinese clothing brands. In the future, domestic brands will face more and more severe challenges There are more and more "hybrid brands", which is a double-edged sword for Chinese clothing people. The bad side is to seize the market share, and the good side is to promote more domestic brands to do R & D and structure upgrading.

I wonder, if one day department stores become the world of overseas hybrid brands competing for market share, how many Chinese people will be willing to devote their efforts and experience to do their own research and development?

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