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"Her Economy" Drives Consumption: Anzheng Fashion Deeply Cultivates Medium And High-End Women'S Wear, And Develops Professionally And Professionally In An All-Round Way

2021/7/21 15:17:00 0

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"Her Economy"Pull Consumption Safety Fashion Deep Cultivation Medium

Director and CEO of anzheng fashion ? Hu Bing

In May this year, anzheng Fashion Group Co., Ltd. (anzheng fashion, 603839. SH), vice president of China Fashion Association, announced that Zheng anzheng, chairman and CEO of the company, submitted a written resignation report and resigned as CEO of the company.

Like many domestic private enterprises, this women's clothing company, which started in Zhejiang Province, is a traditional family business. Zheng anzheng, the founder of the clothing industry since the 1980s, finally founded the "Jiuzi" women's clothing brand in 2001; In 2008, anzheng fashion was officially registered, and then the company began to transform into a joint-stock system; On February 14, 2017, anzheng fashion was listed on the main board of Shanghai Stock Exchange.

After landing in the capital market, anzheng fashion wants to go further. In 2019, Zheng anzheng said in an interview with the media: "the future development of anzheng fashion must aim at professionalization, specialization, youth and internationalization (" four modernizations ") and strive to become a leading fashion industry group in China." However, under the family management in the past, it is obvious that the company can no longer make progress and breakthrough. After a long time of thinking, the board of directors of the company decided to reform and introduce professional managers.

Hu Bing, a high-end professional in the clothing industry, succeeded anzheng fashion director and CEO. In Hu Bing's view, in order to transition from a family business to a more modern company, it is necessary to carry out professional management, and professional people do professional things. He thinks that the handover of Midea Group is a successful case of private enterprise succession: entrepreneurs with broad mind and strategic vision, senior professional managers with professional ethics and outstanding talents, and perfect succession system. It is not a question of whether it is right or not, but how to move forward. If Midea Group is just a family business, it will not be the leader in the household appliance industry as it is now.

Before taking charge of anzheng fashion, Hu Bing spent 12 years in the domestic sportswear industry. He worked for Nike sports (China) Co., Ltd., Anta (China) Co., Ltd., and 361 degree (China) Co., Ltd. He said that although the clothing industry seems to be a red sea of competition from the outside, he believes that there is still a lot to be done if we focus on a specific area. Hu Bing disclosed to reporters that the industry sales data show that the compound annual growth of medium and high-end women's wear has always surpassed the average industry level in these years, and will continue to maintain or even have a higher growth rate in the future, "the clothing industry is indeed the Red Sea, but the medium and high-end women's wear can be said to be the blue ocean of the Red Sea."

From the external environment, according to the data of the National Bureau of statistics, the number of female population in China has continued to increase in the past 20 years, and the proportion of female population has increased for 13 consecutive years, from 48.48% in 2006 to 48.87% in 2018. The continuous increase in the number and proportion of women's population has provided strong support for the expansion of women's clothing market capacity. According to the sampling survey data of the National Bureau of statistics, the number of people with college degree or above per 100000 female population in China has increased from 5110 in 2006 to 12780 in 2018. With the promotion of urbanization, the investment in the construction of the third and fourth tier commercial real estate has been increased. The layout of the main retail channels of middle and high-end women's clothing such as middle and high-end department stores and large shopping centers in the third and fourth tier cities is accelerated, which will drive the sales of medium and high-end women's clothing in the third and fourth tier cities, thus opening up the space for performance growth.

At the same time, the domestic women's professional level has improved, the economy has become increasingly independent, and the clothing consumption ability has been continuously improved. With the increase of women's access to higher education and employment, their consumption habits have gradually changed; Especially in the cities, women gradually enjoy greater economic independence and consumption choice rights. " In recent six months, anzheng fashion is returning its business focus to the main business of women's wear brands and positioning its brand target users as the middle and high-end professional female groups in China. This is because at present, the number of women in China is no less than 27 million, and the per capita disposable income is more than 150000, which means that there is a trillion market space; Second, it is because the fashion aesthetics of this female group can further lead the fashion trend in China and drive more women's aesthetic development and spiritual outlook, which we attach great importance to. " Hu Bing said.

When talking about the frequent cross-border operations of other competitors in the industry, Hu Bing said that anzheng fashion will not acquire some business unrelated to the main business, and its future planning is still in the development of medium and high-end women's wear, and will concentrate its resources and energy on deep cultivation. From his experience, the biggest advantage of medium and high-end products is high customer loyalty and strong stickiness. He said that once these customers become members and fans of their brands, their repurchase rate is also very good when consuming their brand products.
"The industry is large, but it has to be said that it is also scattered. The market share of the top ten industries is less than 10%. What we need to do is to improve market share through strategic focus, capital operation, resource integration "In the next step, we will focus on the main business, focus on brand building, product R & D and innovation, and expand Omni channel business. At the same time, we will take the lead in building an open, cooperative and diversified fashion industry ecology in China through digitization through the industrial value chain," Hu said