Embarrassing Situation, Leisure Brand Enterprises Actively Break Through

Focusing on the strategic new initiatives and new trends of local leisure apparel enterprises this year, transformation and upgrading and active breakout have become the industry consensus.


Semir repositioned and launched all-round reform


This year, Semir repositioned its casual clothes and switched from the youth casual fashion brand to the mass lifestyle brand, aiming to expand the consumption group and enrich the consumption scenes to meet the needs of 18~35 year old consumers across scenes. Around this strategy, Mori Morima launched all-round reform in terms of products, channels and marketing. In terms of products, new basic series and scenario product lines are launched. In terms of channels, through the "seed shop project" to improve the terminal quality, meet the needs of the scene product line display, explore the single store standard model for later replication and promotion; and in marketing, establish the emotional connection with consumers through the transmission of quality culture.


Semir's "seed shop project" will match the brand positioning by building an ideal shop model, interpreting different life scenarios and core value categories. At the same time, Semir will open more seed shops, further enhance the sense of life scene, from the store design, goods, interaction and other aspects of the embodiment of multi category exploration. In addition, Semir said it has built a full channel retail system, including street stores, business super department stores, Oteri J, shopping centers, e-commerce and other channel types. Semir said that there may be different store models in the future, such as big stores, small shops, single category stores and multi category stores, and at the same time, it is intended to realize the unity of brand image in different types of channels in such circumstances.


Pacific bird plus brand collection store


In July 28th, Taiping bird's first collection store in Southern China area was officially unveiled in Longhua Shenzhen Fang Fang Tian Di. The Taiping bird Shenzhen collection area is 1200 square meters, covering all categories of men's clothing and lifestyle. In the two levels of space, the group's PEACEBIRD WOMEN Taiping bird dress, PEACEBIRD MEN Taiping bird men's clothing, LEDIN Lok ting and lifestyle brand PEACEBIRD LIVIN "four major brands are assembled. This is also the first appearance of the Taiping bird nest PEACEBIRD LIVIN" brand "in Southern China.


As an important part of the "new four-wheel drive" channel layout, Taiping bird reached a strategic cooperation with the commercial real estate of Shanshan commercial group and Longhu commercial group in the first half year. In addition to opening a store in Shenzhen, Taiping bird recently opened its brand collection store in Guiyang, Changsha and Wuhan. The addition of brand collection stores to try new store forms is clearly intended to attract young consumers, from the quality of life to dress modeling to meet the new generation of consumers more subdivision needs. Taiping bird said that in the future, more focus will be placed on optimizing operation, further mining brand sentiment, and improving the overall operational efficiency of enterprises in order to cope with the rapidly changing demands of consumers.


Search for special strategic cooperation with Guangzhou high tech Zone


In May 16th, he signed a strategic cooperation agreement with Guangzhou hi tech Zone Investment Group Co., Ltd. The agreement shows that the Guangzhou hi tech Development Zone will support the search for various investments in Whampoa and development zones in Guangzhou, including the Guangzhou hi tech Zone supporting the search for special docking resources in Guangzhou Whampoa area and the development zone.


It is worth noting that the search is set up in Guangzhou Whampoa district and Development Zone to set up Guangzhou headquarters of search group. At present, the search headquarters of the special group is in Dongguan. At the same time, Guangzhou high tech Zone will make full use of its own capital and investment management advantages to explore the establishment of industrial investment funds, invest in equity investments and carry out various investment activities around the upstream and downstream related enterprises. In particular, it will make full use of its advantages in brand and supply chain management, actively participate in the construction and operation of Guangzhou hi tech Industrial Park, and promote win-win cooperation. The company's strategic goal is to become an integrated service provider with the leading edge of the fashion industry in China. In order to achieve the company's development strategic objectives, we need to cooperate with the partners with superior resources throughout the country and seek common development.


The United States is reforming again


In January this year, the United States and the United States issued a fixed amount of clothing plans, to raise 1 billion 500 million yuan to invest in brand upgrading and product supply chain transformation projects and repayment of bank loans. Among them, the total investment of brand upgrading and product supply chain transformation project is as high as 3 billion 200 million yuan, and it is about to invest 1 billion 195 million yuan. With the implementation of the project, the United States apparel industry has completed the transformation and upgrading of the brand from the unit leisure fashion style to the multi fashion style brand. At the same time, the company has transformed itself through the supply chain mode of the product, with the help of the social innovation ability, and cooperated with the brand supplier with independent research and development ability, so as to guarantee the diversified brand supply.


According to the plan of the United States, the operation mode of the company will change after the implementation of the project. In terms of product design, it will be changed from independent design to the design of part of the product to the brand supplier. In terms of product supply chain, the cooperation with the social brand will take the retail cooperative system, and the company will not bear the cost of production or inventory.


Local leisure brand enterprises actively break through


Judging from the current situation of local leisure brands, there are many international fast fashion brands, which dominate the market space. There are vigorous and lively sports and leisure brands to seize the market share. Coupled with the rapid development of electricity suppliers and other online brands, it can be said that the situation of local leisure brands is rather embarrassing. Focusing on and observing the brand strategy and strategic new trend of local casual wear enterprises, it is easy to see the development trend of local leisure industry.


From the strategic new initiatives and new trends of Semir, Taiping bird, Sount and Mei bang, this year, although these enterprises are in different positions in the leisure apparel industry chain, there are significant differences in the business mode, and the development path is also very different. However, obviously, transformation and upgrading, and actively breaking through have become the industry consensus. Specifically, Semir launched a comprehensive transformation from product, channel, marketing and so on to implement the seed shop plan. Taiping bird optimized its operation, promoted the layout of the new four-wheel drive channel, and increased the brand collection store mode. In search of the strategic cooperation with the Guangzhou high tech Zone, it continued to push into the business goal of realizing the comprehensive service provider of the fashion life industry.


It can be said that everyone is actively seeking new changes, building forts and channels around their main business, actively expanding product boundaries, promoting brand upgrading, and increasing horsepower to deepen channel reform and expand consumer market. For the local casual wear brand enterprises who are struggling to find a way to break through in an embarrassing situation, 2019 and even some time in the future are quite critical. In the process of increasing competition, how can we promote the interaction between brand and consumers? How to highlight brand advantage and seek growth? How does it closely relate to the aesthetic concept and lifestyle of young consumers? How can we effectively improve the quality of products, optimize the supply chain and improve operational efficiency? How to effectively integrate brand resources with capital? I am afraid the local casual wear brands need to think about it now.