New Economic Form: How To Develop Internet + Clothing

Although entrepreneurs always laugh at the list of wealth, they reflect more or less some subtle social and industrial trends.

In 2014, Forbes's China rich list BAT swept the top three.

In addition, 2 of the top ten billionaires are closely related to the Internet industry.

Ma Yun, chairman of Alibaba's board of directors, has also been on the top of the Bloomberg billionaires list in Asia.

In the same way as Asia, Bill Gate from the IT industry always takes the lead in the rich list, but the change in the latter position is very interesting.

In the June 2nd Bloomberg Billionaires Index, Amancio Ortega, founder of Zara, surpassed Buffett, becoming the world's second richest man.

Whether there is a traditional industry's counterattack that is the sense of surprise and sudden discovery, the A apparel market has been ranked the fourth largest in the 28 sub sectors of China's textile industry this year.

In the view of the outside world, the A industry as a representative of the traditional industry, the clothing industry has been sought after by capital for no reason.

For a while, clothing companies applied the concept of "Internet +" to themselves, but after a period of practice, the value of "industry + Internet" pformation mode was gradually excavated by the market.

Did "private customization" return to the public view from the 2013 Feng Xiaogang movie? It seems that it is.

Recently, a brand tailored to O2O Menswear, announced by Evo tailor, has won a 150 million yuan B round of financing, led by Junlian capital, IDG and investment.

The company focuses on the use of Internet technology for C2B apparel customization, but its management team also realizes that the pure Internet approach can not solve the experience problem completely.

In the field of custom-made, we must take the combination of physical stores and the Internet.

Therefore, the evo tailor has not only set up offline experience stores in 30 cities nationwide, but also launched a customized tailoring platform this year to provide door-to-door customization services for users.

Since the last year, with the upgrading of the traditional garment industry, the Internet apparel customization has been concerned by the capital market. Therefore, when the capital concerns are pferred from online to offline enterprises, the garment enterprises that have been concentrating online have begun to move to the line.

Among them, many listed companies have the most obvious actions.

In May 20th, Li Guilian, chairman of Dayang creation, the largest Western-style production and marketing company in Shanghai listed companies, said at the shareholders' meeting in 2014 that the company's single unit business has been launched worldwide. The company plans to shift the scope of the single unit business from the US market to Europe in the first half of this year, and has opened a branch in the UK.

Yi Huaqiang, an apparel industry analyst at Huarong securities, believes that with the help of Internet channels, the company has launched YOUSOKU pure online sales brand and adopted O2O's online sales mode.

At the same time, the YOUSOKU website launches "C custom service", that is, YOUSOKU has 35 unique sizes of clothing products. Consumers can only confirm the suitable size by entering the height, chest circumference and waist circumference, and can meet the body size difference between China and the north.

YOUSOKU relies on the technical superiority of "big Yang sewing", and has achieved rapid development by relying on the advantages of online sales channels.

In fact, there are quite a few listed companies that have launched clothing customization services.

In November last year, Shenzhen small and medium-sized board listed company George White pioneered the "WeChat custom shirts" system.

Prior to that, the company signed a cooperation agreement with the British high-end custom brand Chester Barre brand, hoping to learn from and absorb the excellent design and operation experience of the brand, so that the scale of Georges white private custom business will be greatly improved.

Also in November last year, seven wolves, hand in hand with suning.com, issued a wolves totem pole shirt to further customize the clothing market.

Zhou Shaoxiong, chairman of the seven wolves, believes that this is an era of advanced customization. Advanced customization is personalized service. It aims at the design and production of each individual character and pays more attention to the appropriate degree of wearing objects.

This is also an important way for the seven wolves to deal with the tide.

Data show that in 2013, the company closed 505 stores, and thereafter, in the first half of 2014, the company announced another 347 outlets.

From the performance point of view, the first quarter of 2015, the company's operating income fell 2.3% to 640 million yuan, the net profit attributable to the parent company fell 39.3% to 67 million 897 thousand yuan, the overall performance is lower than the market expectations.

Therefore, it seems that the effect of corporate pformation is not satisfactory in the first quarter, and needs further observation in the future.

Similarly, the nine man king who made his fortune in men's clothing is also making a low-key strategy.

It is understood that, nine years ago, Wang began to offer customized services, including advanced customization services for dignitaries, celebrities, private enterprises, VIP customers, personalized customization for terminal stores and group buying services for enterprises or units.

The reporter saw in a research report released by the broker at the end of 2014.

The company's advanced customization strategy in 2015 is to take suit shirts as a breakthrough category, share the same price with the exclusive stores, and enhance the efficiency of the supply chain, and gradually begin to support the flexible production required by the company.

According to the insiders, in 2014, China's garment industry was affected by factors such as slowing domestic economic growth, the market continued to slump, domestic sales growth slowed down, turnover and net profit continued to decline, men's clothing brands were almost falling, and became the most unfashionable branches of China's garment industry.

Whether from the experience of overseas market development or the future development trend of Chinese market, customization is a good direction of pformation, but it is still necessary to observe whether we can combine the Internet to achieve pformation.

However, judging from the performance of the two tier market, the pformation of these garment enterprises seems to have been recognized by the market.

Dayang's creation, seven wolves, Georges white, and nine herding companies have all gained more than 200% since the beginning of the year.

M & A is definitely one of the best choices for a listed company with heavy holdings.

On the evening of May 13th, the announcement of the announcement of the shares was announced by the company, which disclosed that the issuance amount of the non-public offering stock was no more than 46367850 shares, and the total amount of the total raised funds was not more than 1 billion 500 million yuan.

The target of this issue includes Shen Yuan Hua, Xinhua Huijia securities investment fund to be prepared, Chen Hui securities investment fund to be set up to build, 6 asset management plans planned by China financial reform company, the second capital management company, Ma Jinzhen and so on.

The fund is mainly used for the introduction and operation of Korean fashion brands, repayment of bank borrowings and supplement of current assets.

The total investment of South Korea's fashion brand introduction and operation plan is 614 million 160 thousand yuan, among which: 163 million yuan will be invested to introduce Korean fashion brand or to obtain its agent operation right in China; to invest 30036 million yuan, to introduce the layout of the imported Korean fashion brand in the domestic online marketing platform and offline flagship experience store; to invest 100 million 800 thousand yuan, to promote the imported Korean fashion brand online and offline; to invest 50 million yuan to build the supply chain management system and warehousing and logistics center.

Outside for

The "South Korea" strategy is very promising.

Liu Yang, a researcher at Shenyin Wanguo textile and garment industry, pointed out in his research report that the stock of Langer is closely related to South Korea. First of all, it has the advantage of large shareholders. Chairman Shen Dongri is a Korean ethnic group, and is connected with Korean language and culture. It is well-known in Korean fashion circles, and has accumulated a lot of resources in Han Renmai for many years. Secondly, the company has close business with Korea. In 2003, Langer introduced the women's clothing brands ZOOC, MOJOS.PHINE and PREMERECC of Korea Daxian company. In 2013, the company imported 130 million yuan from garments and fabrics in South Korea.

In September 2014, the company also participated in a 25.86% stake in the Korean market share of second children's wear brand Akbar, and the future will actively promote aka's business development in China.

In the apparel industry, the development of cross-border electricity providers will have to mention 100 round pants industry.

Recently, because of the reduction and renaming of "cross border treasure" by the executives, the hundred round trousers industry received the inquiry letter of Shenzhen Stock Exchange continuously, and was concerned by the market.

Unlike other garment enterprises, the industry seems to want to get rid of the main business pformation.

The pformation of cross-border electricity supplier companies began in 2014 layout.

In October 31, 2014, the acquisition of cross-border retail e-commerce global Tesco was completed.

Global Tesco is one of the leading cross-border export retailers in China. It sells online B2C through self built vertical e-commerce sales platform and third party platform. The profit mode is sold directly to the more than 200 countries and regions in the United States, Canada and the United Kingdom.

In the first quarter of 2013 and the first quarter of 2014, global Tesco achieved revenues of 466 million yuan and 201 million yuan, an increase of 135.06% and 109.62% compared with the same period last year, achieving net profit of 30 million 146 thousand and 100 yuan and 11 million 635 thousand and 400 yuan, an increase of 116.72% over 2013.

At present, the acquisition has brought a lot of benefits to the hundred round pants industry.

In the first quarter of 2015, global buying and buying led to a significant increase in overall performance.

The income, operating profit and net profit attributable to the listed companies of the 100 circle trousers industry were 5.76 billion yuan, 34 million yuan and 28 million yuan respectively, representing an increase of 586%, 813% and 1185% over the same period last year. The substantial increase in the overall performance was mainly due to the continued growth of the global pre market growth in November last year.

It is hoped that there will be "cross border" development of YOUNGOR.

The company intends to increase its capital by HK $2 billion to its wholly owned subsidiary, Singapore and Malaysia, with its own funds.

After the completion of the capital increase, the registered capital of Singapore and Malaysia will be changed to HK $2 billion 940 million.

YOUNGOR said that the capital increase is to actively respond to the development strategy of "going global" and "one belt along the way", which is conducive to the establishment of Hongkong asset management and financial services platform, to advance the layout of the international market, to promote industrial pformation and upgrading, and to cultivate new benefits growth points.

Compared with some types of fixed or high-end clothing, the pformation of fast fashion brands is more heated and more active, but they are also more vulnerable.

UNIQLO's parent company XX Group 2015 has reached 340 stores in mainland China in the first half of fiscal year.

According to the latest news from reporters, UNIQLO's plan to open shop in China in 2015 is about 100.

Earlier this year, H&M also said it plans to open 400 new stores worldwide this year and refers to "continuing to expand existing markets, especially the United States and China".

In addition, Zara, MUJI, GAP, C&A and other fast fashion brands are opening up in China.

Foreign fast fashion brands continue to occupy the Chinese market, which will undoubtedly cause great impact on the domestic first-line brands.

The main means for domestic brands to compete is to focus on "online".

In April 30th, the United States and the United States unveiled a fashion dress experience as a carrier of the platform - "fan" APP.

Everbright Securities clothing and textile industry analyst Li Jie believes that fan APP is positioned as a carrier of fashion matching experience, integrating global fashion brands, zero cost and zero risk crowd financing tools.

This APP allows the company to take the lead in the industry and build a mobile end crowd mode in the apparel industry. At the same time, fan APP is the continuation of the company's Internet + strategy. The number of more than 4000 stores in the company reaches 350 million passengers, promotes O2O, lays the foundation for Internet operation thinking, and creates offline experience stores to enhance the customer experience. The launch of mobile terminal APP is to extend the previous business results to the cloud and realize the expansion from the point to the surface.

Li Jie said that at present, the terminal is in the doldrums, the franchisee's confidence is not enough and the stores are closed. It provides a business tool for the terminal through fan APP, which is also a part of the market that has been abandoned by franchisees under the line.

But it is noteworthy that the platform operation and the previous operation mode of the company are different. Brand purchasing buyer, supply chain system and multi brand management will still be tested for the company.

Also playing APP is different from the self built mode of Smith Barney fashion.

In the evening of April 12th, the announcement of Hongkong's subsidiary increased the capital contribution of US $7 million 500 thousand to Hifashion, and held 765625 shares of Hifashion shares after the completion of the investment, accounting for 5% of the total share capital of the company.

The announcement shows that the core product of Hifashion is mobile APP "star Wardrobe".

Star wardrobe APP, taking data mining technology as its core, is moving from a fashion based traffic distribution mode to a self built platform for mobile providers.

The Hifashion investment is an important part of the company's strategy to accelerate the implementation of the big fashion consumption strategy and is an important measure for the company to lay out the mobile business.

Data show that "star Wardrobe" formally launched in August 2012, currently has about 40000000 activated users, daily active users nearly 4 million.

Its operation mode is changing from the fashion based traffic distribution mode to the self built platform's mobile electricity supplier. It hopes to build the product into a global fashion boutique shopping platform and instant display window in the future.

For this paction, the analysis of China Merchants Securities believes that although Hifashion shares Group's contribution to performance, the company can use the group's "star Wardrobe" APP flow entry to promote its brand and products. At the same time, it helps the company to use the mobile terminal big data to fine manage the supply chain and accurately launch new products, so as to reduce inventory risk.

What is more shocking is the IWOGE global designer partner e-commerce platform, entering the Internet + clothing pformation with only a few million yuan registered capital to do so. It has thousands of square showroom and more than 20 high-end shopping malls in many cities. Only one showroom has a daily turnover of 5 million 600 thousand, which has added enough horsepower to the textile and garment industry.

However, the specific operation mode of the platform is very vague. At the same time, the platform is very secretive about its own mode. It knows that it is offline operation and has no financing. When the big electricity providers in the Internet age are troubled by low prices and subsidies, IWOGE can harvest 5 million 600 thousand showroom per day.

It is really a miracle of the Internet, and at the same time, it also adds to the horsepower of the textile and garment industry.