2019 At The Beginning Of The New Year, What Are The New Trends Of The Local Clothing Movement Brands?

What are the local brands doing at the beginning of the new year?

What are the new strategies and trends?

In the last issue, we reviewed the fashion industry in 2018 and summarized 8 key words in the year.

From this perspective, let's take a look at what the local brands are doing at the beginning of the new year.

Anta will enter collaborative value year

In January 21st, Ding Shizhong, chairman of the board of directors of Anta group and CEO, delivered a speech at the annual Anta annual meeting, announcing that Anta will enter the "collaborative value year" in 2019.

Anta will implement the eight character policy of "collaborative incubation and value retailing" with consumers as the core, and enter the "collaborative value year". This is an important direction for the future development of the group, and also the core of deepening the multi brand strategy.

First of all, we need to form a "synergy matrix of brand groups". We should form a brand group matrix in the field of sports shoes and clothing, and realize the development from "line to surface". Secondly, the group should build the capacity of "collaborative incubation". In 2019, the group's core task is to build an incubation platform to realize the empowerment of new brands and small brands, including supply chain, e-commerce, logistics, finance, etc., so that new brands can quickly hatch and grow on the group platform. Third, "continuous creation of value for consumers" is the meaning of all brands; fourth, strengthen Anta's DNA "Iron Army Culture", and management cadres must be able to hear gunfire, which is the core competitiveness of Anta group to go to the future.

Li Lang's strategic cooperation with Baidu

In January 7th, China and Baidu reached a brand strategy cooperation.

Through the wireless terminal "three screen exclusive" display form, Li Lang has fully launched Baidu MAX products, brand information flow advertising, AR interaction and other products, relying on Baidu AI panorama brand marketing matrix, to meet the needs of brand exposure, brand endorsement, brand interaction, sales pformation and so on.

At the same time, relying on Baidu's "search + push" dual engine mode, it accurately touches the young consumer groups, so that the new demands of LILANZ (less is more) are deeply rooted in the hearts of the people, and accelerate the change of young consumers' impression of Lee.

Li Lang said that with the advent of the AI era, how to use the internet intelligent marketing, more intelligent and more accurate understanding of the market trend, to meet consumer demand has become an important strategic move for the company. We hope to use Baidu's AI media properties to complete the brand new value upgrade.

Semir joint venture with Kidiliz to build company

As a leading enterprise in children's wear market, Semir children's wear business has been performing well.

In the beginning of 2019, Semir apparel continued to strengthen the layout of children's wear industry.

In January 9th, Semir clothing announced that it was signing a joint venture contract with Kidiliz group, a high-end French children's clothing enterprise, to jointly invest in the establishment of joint-venture company, happy chestnut (Shanghai) Co., Ltd., and jointly promote Kidiliz group's brand and sell its products and develop related businesses.

Among them, Semir costumes invested 21 million yuan in cash, accounting for 70% of the registered capital; Kidiliz Group invested 9 million yuan in cash, accounting for 30% of the registered capital.

Semir apparel said it would invest in joint ventures with Kidiliz group and promote Kidiliz's brand to promote its business in the domestic market and ultimately achieve good economic results.

GXG continuous layout new retail

GXG Group continued to layout new retail through the way of internal integration and Alibaba alliances.

GXG said that the strategic layout of the new retail business can be divided into three steps: the first step is to create a backstage store for business consultants, digitizing goods and stores, such as the layout of the sky eye system, and RFID labels for all products.

The second step is to integrate the organizational structure. Apart from the different channel operators, the sales and operation of the channel will be divided into two teams. All the group's teams will be integrated into a team, including brand marketing, CIM, information technology center and even HR department.

The third step is to launch a new retail experience store and try different information flows to get through the retail link.

In addition, GXG group will also set aside funds for brand integration acquisition and incubation, such as children's wear and women's wear. In the next three years, GXG will buy domestic women's clothing brand.

Busen will implement fashion industry new retail + new chain fusion strategy

Busen shares has drawn up a new development strategy -- fashion industry new retail + new chain fusion, committed to "the world's leading fashion industry and supply chain finance technology application integration of the development of 100 billion new economy."

Busen is committed to making capital blood flow to supply chain entities in a low cost and precise way through financial innovation, thus forming a positive cycling financial ecosystem.

Busen said that based on the refined data model, it can grasp the operation and profitability of the financing enterprises in real time, and truly realize quantitative credit, so that garment supply chain finance can get rid of the traditional wind control means such as mortgage and guarantee, and build a natural chain system of garment industry chain that combines industry with finance and win win development. It will boost industrial pformation and upgrading and supply side reform.

The whole channel marketing network is being promoted by Mu Gao Di.

Outdoors sporting goods company, recently released a notice, said that in order to raise the efficiency of raising funds, the company will adjust and change the "one stop marketing channel construction project" and "the O2O management system and information construction items" of the first public offering stock raising investment project, and change the 163 million yuan raised from the above project to the new project, "the whole channel marketing network construction project of Mu Gao Di". The project is carried out by the company's wholly owned subsidiary, Zhejiang Mu Di Di outdoor products Co., Ltd.

After the change, the project intends to build a full channel marketing network for the whole department, including 62 new brand self operated stores, 300 franchised stores, no more than 2 experience shops, and upgrading of old stores, theme flash shops, and online channel construction.

Sanfo outdoor layout extension business

In order to boost its performance, Sanfo outdoor began to play a leading role in the outdoor sports products industry.

Recently, Sanfo outdoor not only started selling outdoor top brands of eerie limited edition products at stores, but also changed the starting investment projects. It is intended to change the "marketing network construction" of the first investment project to "cash acquisition of part of equity and capital increase in Shanghai's Culture Development Co., Ltd." and speed up the layout of parent-child outdoor parks.

In addition, Sanfo outdoor wants to find another slice of the event.

Sanfo outdoor said that outdoor sports products remain the core business segment of the company.

The parent-child outdoor park will extend to the outdoor experience and education for young people, and is expected to be the fastest growing segment of Future Ltd.

Event group building and parent-child outdoor park will promote the development of outdoor sporting goods.

Hua Shang Xiao Jie: after experiencing ups and downs in 2018, pformation and innovation, pformation and upgrading have become the inevitable answer for local garment enterprises.

While consolidating and adjusting their main businesses and modes, local clothing brands are constantly adjusting strategies, trying new modes, directions and means, and constantly integrating their own superior resources and core businesses.

For example, in 2019, Anta will implement the eight character policy of "collaborative incubation and value retailing" with consumers as the core, enter the "collaborative value year", Semir continues to expand the business layout of children's clothing, the smart marketing of Li Lang overweight, close to the younger consumer groups, and GXG is doing a lot in the new retail business.

Everyone is actively seeking new changes and seeking new growth points and breakthroughs.

But all things change.

From the beginning of the new strategic and new trend of the clothing enterprises at the beginning of the new year, such as Anta, Li Lang, Semir and so on, despite the different tactics and tactics of every family, one of the ways that looks different is quite common.

No matter how to continuously strengthen the main business development, layout new retail, implement internet intelligent marketing, or expand the scale of channels, we can say that in any way, the ultimate goal of everyone is the same, in order to improve the quality of life of enterprises, find new breakthroughs in the growth of business performance, explore new growth space, and enhance the company's comprehensive competitiveness.

But the final results will be determined by the market and the consumers.