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Clothing industry of 2014: Internet agitate and transformation

Published on:2015/1/14 11:23:01

Keyword:Clothing, price, market, clothing, apparel, fabrics
Introduction:Not long ago a communication meeting, the writer ask a question: do business five years ago, or this year business good do?Number one answered busines...

Not long ago a communication meeting, the writer ask a question: do business five years ago, or this year business good do?Number one answered business good do five years ago.Five years later writers ask again: you talk about the business good, or good business to do this year?It is harder to large people answer, five years later.Seems all the difficulties are plentiful, but is unable to estimate your ability to cope with difficulties., do we stand BuYuZeFei, the comb with stirring, 2014 in the apparel industry, explore the garment industry in the future.
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2014, run
from restructuring
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In March 2014, the former chairman Lin Jiancheng te group run.
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In July 2014, shares the chairman hui run road.In January 2014, the Hong Kong listing, at the end of April, 2014, launched a domestic well-known clothing training institutions to learn retail's odd, hui to many garment industry peers talk about success, in June 2014, hui also, at the first finance and economics "boss town" show to the audience interpret what is often hurt often war, war failed again & other;Novartis's & throughout;In July, spirit, have never thought & hellip;& hellip;.Maybe hui run unexpectedly, but almost every year someone run, run behind how much of the story?Financing difficulties of private enterprises, bankruptcy, regulators have done, for the private enterprise to prevent running on the road with the risk control and did some what?
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Announced in January 2014, semir to suspend the acquisition of ningbo zhe mu is, in July, semir children education enterprise m&a young group, starting from the children's clothing industry to children.
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In June 2014, Caesar shares announcement, to buy cool interactive 100% stake, the transaction price is 750 million yuan, in December, Caesar shares were suspended, said the securities to be merger, acquisition and reorganization review committee will review the purchase.
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In July 2014, the stock resumed enlarge recruit, announced the acquisition of huan rui century, on September 11, Thai and shares ended with the film and television company reorganization of huan rui century.
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Step in August 2014, Mr Co announced to guarantee agricultural restructuring, reorganization of the hind leg, big shareholder owners guarantee agriculture and its control, in November, the step co announced, suspension and guarantee the restructuring of agriculture.
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Trousers industry in October 2014, the circle announcement in 1.032 billion wholly owned for tesco, the trousers industry says, for tesco will help shape the online resources linkage, digital marketing, and supply chain optimization, cross-border collaboration of clothing sold in the combination of the three-dimensional retail ecosystem.
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Investment of more than 2014 clothing enterprise merger and acquisition news, do not rule out some bad companies thinking about hype concept now, does not rule out some businesses on main business confidence, has a speculative psychology on popular concept, but also have enterprise through the resource integration for breakthrough with the transformation of enterprise performance.This reflects the temperature with growth background, the competition heats up in the garment industry of all living.
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enhanced experience, output way of life
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In 2013, Smith barney started & other;A city of culture Throughout a story & co;Experience store renovation plan, its launch several experience shop with local cultural characteristics, in addition to the store is a combination of local cultural card for decoration, also set up a recreational area, here can read books, drinks coffee and snacks.In early 2014, carving has set garment, coffee, music as one of the terminal branches, expanding shops recreation area within the area of more than 10%, enhance store experience, to attract consumers.Then, cowboy brand JASONWOOD launch & other;The cowboy kitchen & throughout;Customers to cowboy clothing customization, modified, reengineering, DIY, moreover also set up a coffee shop fast food area, give a kopi luwak, pasta, tiramisu cake dozens of meals.Love garment group in Shanghai raffles city to open a big shop, have their own fast fashion brand SPAO shop, coffee shop CafeLugo Ashley, steak cafeteria, by Shanghai consumers.
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Rich in material s, people no longer to demand for physical properties first, buy clothes do not necessarily is the lack of clothes, also, not thirsty or tired, didn't drink coffee.Life, sometimes need to slow down, in a state of mind to comprehend.In the past, consumers to store shopping, the other a store to drink afternoon tea, at present one station, shops are passed to consumers is a way of life, shopping with afternoon tea is the same thing, is life itself, shops, not only only is also given for social or life place.
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which strong O2O?
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In 2014, Internet companies, and traditional enterprises are in rush O2O.XX company work with ali, jointly create O2O;XX brand cooperation with tencent company, makes the integration of online shopping experience, this kind of news is not rare.In recent years, garment industry is impacted by the electrical contractor, all want to do something borrow electricity potential, but most do not have the pure online brand team resources, and stores the accumulated customer, convenience of experience with underground location can't play a role, in addition to the traditional clothing of the burden is heavy, carrying the long channel system, and the relationship between brands and retailers is very delicate, strong electric maker is injured the traditional channels, don't do and watched the fire to the door, here the concept of O2O just by media speculation is unfinished, each enterprise all want a shot.Doing O2O, however, have different style.
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Play a fix franchisees.City beauty to join is given priority to, the construction of online platform service members, where online sales platform, according to the consumer (members) original registration outlets for distribution of earnings to the stores, so that lifted the joining trader concerned online and offline retailers compete for the heart.Do on profit distribution, the adequate care to the offline store, become a entity shop, online platform for members to give the closed-loop service online.
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Play two, with shoppers.Twill retail is given priority to, to customers in the store scan the qr code of goods is automatically jump to the online store, and recommend the style collocation, place the order, when buying guide scan qr code, code guide after record results, and to sweep the yard customers a certain amount of discount.Ling to store sales guide is consultant system, pay attention to the cultivation environment, guide the hope through to customers in the form of online interactive recommended collocation, even helping customers complete different scene clothing & other;Private custom & throughout;, implementation services online closed-loop.In so doing, each performance are related to environment, guide to strengthen the service consciousness, improve the degree of customer favorite.
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Game three, online colliding.Optimal library supermarket, library is a typical customer customize dresses in the O2O adopt offline offline colliding.Offline online experience coupons, for customers to download APP enjoy preferential order, online and offline exclusive consumption coupons, and allow customers to experience goods stores.In so doing, by coupons for gaining, also cultivate customer online interactive consumer consciousness.
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Question, which strongly O2O?The advantage of the essence of O2O is enough to make good use of online and offline advantage complementary, fix all customers online purchase demand with services.Each enterprise is not the same with the advantages of short board, determines the way they practice O2O is different from the method.O2O is a kind of evolution, the business can't happen overnight, enterprises in the supply chain, IT systems, team building need to be adjust, can make suits own O2O, which is strong, the current evaluation O2O premature.
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Inefficient losing to
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In 2014, there are many clothing enterprise performance, bono, card slave di road, seven, nine animal husbandry Wolf king, such as li ning, an established leader.Remedy its reason, most of the rise of electricity will be included in, that's the truth, but it is unable to avoid electricity the highest rate of return is also clothing category, apparel online shopping experience is not good, actual effect is not as good as your beautiful figure, size is not appropriate, fabric is inferior to imagine, even have a funny smell, or partial color, but why consumers are always keen to electricity consumption, believe that low price is an important reason.Low prices, with product group has very big relations.Tao brand first find version proofing test, and then find a factory production, synchronous online hot push.Traditional clothing brands are open exchange fair opened six months or 9 months ago, and then under orders to the factory, the factory make to provincial generation after delivery, province generation again shipment to retail stores, some brand more and more links, more circulation in the middle of the price ratio is high, the price of natural lack of competitiveness.
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This year, there is one word than popular, dimension reduction, words don't hold the table first.In recent years, men's wear brand performance decline significantly, the cause of the retailer is a lot of people ignored.All size of men's clothing retailers, agents with several brands of men's clothing, has accumulated a lot of high quality shop resources, the high quality of consumers with rich experience, they set the store opened, cultivate the proprietary brand of men's.Proprietary brand share agent of famous men's clothing brand shop with passenger and goods with similar agent brand style, the supply of goods cooperation with factory directly, bypassing the brands, the purchase cost was reduced by 100% ~ 200%, is a natural part for men's wear brand agent of consumers.Men's total market did not decline, but retailers proprietary brands increased, the old man's natural decline in market share, special is old men's wear brand positioning in the high-end price, performance decline significantly.This is the main home of parity sea billow of growth performance, the cause of the other men's declining performance.Retailers proprietary brand with tao brand practice, all the intermediate links, directly to consumers, this is & other;Dimension reduction & throughout;Practice, the traditional channels of multistage force to not cost-effective.The achievement of old men's wear brand, with the old men's wear brand to performance decline is the same person.
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Multilevel channel sales model is the practice of many years ago, can use the channel resources, rapidly enlarge the brand influence, let the brand in small carried out into the market, to solve the sales experience of store sales, human resources, and localization problem, but the shortcoming is also very significant, price ratio is high, the price is reduced, the terminal control is weak.Retailers proprietary brands with tao, is, in fact, the evolution of the business with evolution.The Internet with the rapid development of the logistics network, greatly weakened the ability of traditional channels, the advantage of the multiple channel directly to the back to the prototype.Advise garment industry colleagues, don't keep the original advantage, it may has become the eyes of others with short board.Higher efficiency of the business model that will phase out inefficient business model, and the fighting skill, but fast is not broken.
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2014, poly, jingdong, ali have been listed in the us, this is a milestone, marking from minority activity to the public Internet consumption behavior, and before that shoppers are called & other;The pioneers & throughout;, never shopping now known as heterogeneous, I'm afraid.At present, become the main consumption after 80, followed by 90, among them with a large number of network consumers, a large amount of electricity from people, they are the main impeller into the Internet society of our country.2014, qr code full avenue, micro letter to connect all, pay treasure to unionpay POS for the offline single business, even the advertisers, ran for the flow.Our country into the transition of the evolution of the industrial age to the age of the Internet will all goods and services will be materialized, offline to virtualization, online combined with physical change, please continue to sensitive enough, can calmly deal with the challenges of the future.
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Keyword:Clothing, price, market, clothing, apparel, fabrics

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