2014 annual observation of apparel industry: the agitation and transformation of the Internet

The author notes: Over the past few years, my annual observation articles, mostly from the industry's internal perspective to observe and interpret the industry changes. In fact, the development and change of an industry is affected not only by the internal environment, but also by the external environment. This year's annual observation, I change the angle, talk about the external changes and clothing industry changes in the relationship.

At a recent conference, the author asked a question: Do you have a good business five years ago or do you have a good business this year? The large number of people replied that business was good five years ago. The author also asked: Do you say that business is better after five years, or is the business doing well this year? The big number of people answer, five years later more difficult. It seems that everyone considers the difficulties very well, but cannot predict their ability to cope with difficulties. All things in advance, not the waste, and then combing the apparel industry 2014, to explore the future trend of apparel industry.

2014, the runaway and the recombinant

In March 2014, Lin Jiancheng, the original chairman of the Alligator group, ran away.

July 2014, Mallavi shares chairman Ding ran away. January 2014, Mallavi Hong Kong listing, at the end of April 2014, a well-known domestic clothing training institutions launched "to Mallavi study retail," ding to many garment industry peers talk about the success of the road, June 2014, Ding also a guest of the first financial "Boston" program, to the audience what is called repeatedly defeated war, again war not hungry "Mallavi" Spirit, did not expect July ... Perhaps Ding run unexpectedly, but almost every year people run, running behind how many stories? Private enterprise financing is difficult, bankruptcy is difficult, what regulators have done for private enterprises, in the prevention of running on the road and the risk of the control to do what?

January 2014, Senma announced the suspension of the acquisition of Ningbo in Zhe mu, July, sen ma Mergers and acquisitions of preschool education Enterprise group, from children's clothing began to the children's industry.

June 2014, Caesar shares announced that the proposed acquisition of Cool Cow Interactive 100% Equity, the transaction price of 750 million yuan, December, Caesar shares suspended, the securities will be approved by the merger and reorganization of the Audit Committee will review its acquisition.

July 2014, Thailand and Asia shares to enlarge the card, announced the acquisition of Huan Rui century, September 11, the Thai shares terminated with the film and television company Huan Rui century restructuring transactions.

In August 2014, the company announced the reorganization of the back and the restructuring of the agricultural industry, the reorganization of the major shareholders of the main shareholder, Kang-Hua agriculture and its control, November, the company announced the suspension of the restructuring of the agriculture and culture of China.

October 2014, the Hundred round pants industry announced that 1.032 billion wholly-owned acquisition of global easy to buy, the hundred round pants industry said, the acquisition of global easy to buy to help it to build the line under the resource linkage, digital marketing and supply chain optimization combination of domestic and cross-border coordination of apparel three-dimensional retail eco-circle.

The above 2014 apparel enterprises of all kinds of investment and mergers and acquisitions, do not rule out some of the bad performance of the Enterprise Thinking hype concept, also does not exclude some enterprises on the main business confidence, the popular concept has speculative psychology, but also have enterprises through the integration of resources to change the performance of the breakthrough and enterprise transformation This reflects a moderate growth in the context of the competitive apparel industry of all sentient beings.

Enhance experience and output lifestyle

2013, the United States began the "one city a culture a shop story" of the Experience shop renovation program, it has launched a number of local cultural characteristics of the experience shop, in addition to the store in combination with local cultural cards for decoration, but also set up a lounge, where you can read books, coffee, snacks. At the beginning of 2014, the garment also introduced a set of costumes, coffee, music as one of the terminal outlets, the area of the shop has expanded more than 10%, enhance the experience of the shop, to attract consumers. Then, the Cowboy brand Jasonwood launched "Cowboy Kitchen" customers can be customized denim apparel, change, recycling, DIY, in addition to the store also set up a coffee fast food area, to provide a cat excrement coffee, pasta, tiramisu cake Dozens of kinds of meals. In Shanghai, the group has opened a large store with its own fast fashion brand Spao, coffee shop cafelugo, and steak cafeteria Ashley, which has been hot-won by Shanghai consumers.

In the material rich age, people's physical demand for material no longer ranked first, the purchase of clothing is not necessarily lack of clothing, the same, not thirsty or sleepy, just drink coffee. Life, sometimes need to slow down, change a mood to sentiment. In the past, consumers to a shop, another shop to drink afternoon tea, now a stop, shop to consumers to pass is a way of life, shopping and afternoon tea is the same thing, are life itself, shops are not only shops, but also given to social or living places.

O2O, who's strong?

In the 2014, both Internet companies and traditional companies are O2O in the heat. XX Enterprise and Ali Cooperation, common to create O2O, XX brand and Tencent cooperation, to build line online under the integrated shopping experience, such news is not uncommon. In the past few years, the clothing industry has been impacted by the electric dealers all want to borrow electricity business potential to do something, but most do not have a pure online brand team resources, and the entity store accumulated customers, experience and the convenience of the underground location can not play a role, in addition to the traditional clothing industry heavy burden, carrying a lengthy channel system, The relationship between the brand and the retailer is very subtle, vigorously do the electric business is to slander the traditional channels, do not see the fire at home at the door, here O2O concept just by the media speculation is the heat, every enterprise want a show of skill. But, do O2O, each has the play.

Play one, to fix the franchisee. Urban Beauty to join the main, its purchase built online platform services to all members, the general online platform sales performance, according to the consumer (member) of the original registered stores to distribute performance to the store, so that the franchisee worried about online and offline retailers competing for profit. This benefit distribution, fully take care of the offline entity shop, online platform to become the replenishment of the entity shop, to provide members with online closed-loop services.

Play two, take care of shopping guide. Ling Zhi-oriented, customers in the physical store scan the two-dimensional code of goods, automatically jump to the online shop, and recommend a matching style, the next purchase, scanning shopping guide two-dimensional code, sweep code after the record shopping guide performance, and to sweep the code of the customer a certain amount of concessions. Ling-oriented store sales is to guide the consultant system, pay attention to the training of shopping guide, its hope to guide the online interactive form to recommend to the customer, and even help customers achieve different scenes of the clothing "private customization", the completion of the service line offline closed loop. In this way, each performance is related to the shopping guide, strengthen the shopping Guide service awareness, improve customer satisfaction.

Play three, line offline push. Excellent library is a typical customer-style clothing supermarket, its O2O using the line offline push. Online experience coupons, to buy customers download apps under the list to enjoy the concessions, and online and offline consumption exclusive coupons, so that customers to the physical store experience merchandise. This way, through coupons can be ready for activities, but also foster the customer line under the interactive consumer awareness.

What's the O2O? The essence of O2O is to make full use of the advantages of the line and the advantages of the line to form a complementary, to fix the customer's line under the full purchase and service needs. Each enterprise's advantages and short board is not the same, which determines the way they practice O2O and the different methods. O2O is a business evolution, not overnight, enterprises in the supply chain, IT systems, team building needs to be adjusted to make the appropriate O2O, now judge O2O which strong, say premature.

Inefficient and losing

2014, a lot of clothing business performance is sluggish, no lack of good news bird, Canudi Road, seven Wolves, nine shepherd King, Li Ning, Bo, such as the veteran leader. To correct the reasons, most of them will be the rise of the electricity quotient, the fact is so, but can not avoid the point is that the highest return rate of the electrical quotient is also the clothing category, clothing category online shopping experience is not good, in fact, the body effect is not as beautiful as the picture, the size is not suitable, fabric as imagined, even have a smell, or partial color, But why consumers are always keen on the consumer of electricity, believe that cheap is an important reason. The price is low, and the organization of the product has a great relationship. Amoy Brand first look for version proofing test, and then find a factory production, synchronous online hot push. Traditional clothing brands are open for six months or 9 month before the order, and then the orders to the factory, the factory made after the delivery to the provincial generation, the province and then shipped to the retail stores, some brand links more, the circulation of many of the middle of the increase in the number of increases, the price of natural lack

This year, there is a more popular word, dimensionality reduction, the word first hold down not table. In the past few years, the performance of men's brand has declined significantly, among which the reasons for the retailer have been overlooked by many. All the size of men's retailers, are agents of several brands of men's, accumulated a lot of high-quality store resources, quality consumers and rich experience in commodities, they set up shop, have nurtured the self-employed men's brand. Self-brand has agents of well-known men's brand share of shops and passenger flow, commodity styles and agents similar to the brand, and the supply of direct and factory cooperation, bypassing the brand, the purchase cost reduced 100%~200%, will naturally rob some of the agents of the consumer group of men's brands. The total number of men's market has not declined, but the retailer's proprietary brand has increased, the old men's market share of natural decline, especially in the high-end price of the old men's brand, the performance of the decline is obvious. This is also the main parity of Heilan's home performance growth, the other reasons for the decline in men's performance. The retailer's proprietary brand and Amoy brand practices are similar, have knocked out the intermediate links, directly facing consumers, this is the "dimensionality reduction", the traditional multi-level channels to the practice of forcing to no cost-effective. Those who achieved the old men's brand, and the old men's brand to the performance of the decline is the same dial.

Multi-channel Sales mode is a practice many years ago, can use the channel resources, the rapid amplification brand influence, lets the brand by the small investment full spread out the market, solves the sale process shop, the human resources and the localization sale question, but the shortcoming also is very obvious, the fare increase ratio is high, the price ratio reduces, to the terminal control strength is weak. Retailers ' proprietary brands and Amoy brands are actually the evolution and evolution of business. The rapid development of Internet and logistics network greatly weakens the ability of traditional channels, and directly puts the advantages of multi-level channels back into prototype. Advise the garment industry tongren, do not keep the original advantages, it may have become the eyes of others in the inferior and short plate. More efficient business model, will eliminate inefficient business model, the world martial arts, only fast and not broken.

2014, the United States, Beijing-east, Ali listed in the U.S., this is a milestone, marking the internet consumption by the minority behavior into the public behavior, the former network buyers are called "era Pioneer", and now never online shopping is not known as the heterogeneous. At present, it is the main force of consumption, and they have a large number of network consumers, a large number of electric business practitioners, they are China's main force to enter the Internet society. 2014, two-dimensional code full street, micro-letter to connect everything, Alipay and UnionPay pos snatch line under the receipt of business, even advertisers, are running to find traffic in the main. China into the industrial era of the evolution of the internet era of transition, all goods and services from the physical, off-line into virtualization, online and physical integration, please remain sensitive enough to calmly meet the challenges from the future.

(Responsible editor: Mengyishan)