GXG Will Be On The Market, And Will Also Be Brought To China In Tmall'S 618 China Design.

Before Tmall 618, the Tmall platform "top student" men's wear brand GXG came to the good news: in May 27th, its parent company was going to be listed, and the majority shareholder was LVMH, a well-known luxury group.

According to the HKEx disclosed that the IPO application submitted by the GXG parent company Mu Shang Group in March this year has passed the examination and is about to raise HK $2 billion 300 million.

It is mentioned in the prospectus that the income of Mu Shang Group in the 2018 fiscal year is 3 billion 787 million yuan, of which GXG accounts for 66.1% of the total revenue.

Statistics show that Mu Shang Group was established in 2007, and its group operates five brands, including GXG, GXG jeans, gxg.kids, Yatlas, 2XU, etc. GXG is the largest performance engine of the group.

As a young brand, GXG is flexible.

Unlike most of the clothing brands, GXG began to merge and merge online and offline at the beginning of the venture. After two years, it entered the first tier cities like Shanghai and Beijing.

Now listed soon, the industry is considered to be the biggest black horse in the domestic apparel industry in the year.

For the continuous overtaking of GXG, Mu Shang Group earlier admitted that entering Tmall is the most important step.

In 2010, GXG stationed in Tmall, only 3 months after the online sale of double eleven, set a record of ten million sales per day.

Subsequently, e-commerce has become a huge push for brand performance, accounting for 34% on the line.

In 2018, Tmall's double eleven, GXG ranked second only to UNIQLO in men's clothing second, and became a billion dollar club, leading 9 consecutive years of men's clothing category.

Meanwhile, GXG, who has tasted the sweetness, is becoming more and more daring. In the past two years, it has seized the new draught and started to move from the electricity supplier to the new retailing.

Allies are still Tmall.

In November 2018, GXG and Tmall's first new retail experience store opened in Wanda, Jianye, Nanjing.

This store has gathered many new retail technologies on Tmall, ranging from "one button fitting", "smiling red envelopes" to "interactive games". A series of interesting games attracted a large number of consumers to come to experience.

The smile discount machine installed in the shop has become the punch card for young people. It only needs to show a smile in front of the machine, and it will be matched to the discount red envelope.

Unlike some brands, the understanding of new retail is halted in black technology. GXG and Tmall launch a new retail deep collaboration involving all links, such as members, commodities, data and stores, behind which is a complete set of brand remodeling logic.

According to statistics, up to now, GXG has 93 smart stores in the whole country, of which 30 stores have access to Tmall's new retail system and become the first cooperative store with Tmall.

In addition, 11 stores have also realized the digitalization of passenger flow and goods.

This led to a year-on-year increase in 5%-10%'s same store sales for GXG's offline stores.

And the new retail business with Tmall has brought more possibilities to GXG.

According to the news, during the Tmall 618 period this year, besides playing with online consumers, under the line of Tmall, GXG also designed a series of new men's wear. It will take part in the world's largest menswear ceremony, taking the show at the PITTI UOMO exhibition in Italy, bringing the Chinese design of men's wear to overseas.