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Top Ten Trends of China's Garment Industry in 2018
In a strict sense, China's dress industry is one of the most market-oriented industries in China. The development of the industry continues to be at the forefront. Since consumption has been promoted to become the new normal, all kinds of changes in the dress industry have continually overturned the old thinking and old forms. In the form of a serious imbalance in the promotion and promotion of property transformation, industry capital has begun to match in the eyes of marketization, and vast new forms, new brands, and big brands have grown up in the reconstitution of various types of elements; however, foreign property is still at low threshold and low. Handicrafts, low value, low cost, low gross margin and other achievements are very difficult. Shortage of property is still a difficult format for the operator to break. Product-oriented, scope-oriented, multi-oriented, bonus-oriented, cost-oriented, etc. Investors and operators' thinking, viewpoints, and slogans have become the marketing-oriented thinking in the era of sky-flying. The action power is not the brand's thinking and determination, but is often the improvement of fast-food civilization. The past development is a foregone conclusion, but tomorrow Will the development of the next day be related to the ability of foreign brands to truly stand in the forest of world brands? Based on this, about 2018 The development of the dressing industry tends to do research and judgment in personal perspectives. It can wait to be discussed with the industry professionals.
First, annexation and acquisition became the norm in the industry;
On the evening of February 2nd, 2018, Haiwei Home (600398.SH), China's highest-valued dress-up company, announced that Tencent had invested nearly 2.5 billion yuan in shares and obtained 5.31% of equity.
In addition, Haicang House also announced that the company’s wholly-owned subsidiary, Jiangyin Haiyi, signed a “Framework Peace Talk on Collaborative Initiative to Establish a Property Investment Fund” with Linzhi Tencent and Shunxin Investment on February 2nd. The scope of the target is set at 10 billion yuan.
Comments: All listed companies are forced to invest in other than the main business, but the investment in the main business is generally very common. However, disregarding the capitalization of the main business, the pan-stylish cross-border investment is a bit of a disobedience, violating the initial public record of the listing, regarding foreign property. The transition to promotion is to go each way;
Second, listing is still the industry's followers;
The women's brand Handu Yishe E-commerce Group Co., Ltd. ("Handu E-commerce", stock code "838711"), who started on the line, will be listed on the new board for three years on December 28, 2016 On the occasion, it once again tainted a new starting point. Tomorrow (December 5th) evening, Handu Clothes House announced that the company Yu Keji reported to the China Securities Regulatory Commission Shandong Provincial Department of Surveillance (hereinafter referred to as “Shandong Securities Regulatory Bureau”). Sent the first time publicly issued stocks and listed to teach the archived materials and be accepted. At present, the company is under the guidance of GF Securities Co., Ltd. The teaching period began on December 5, 2017.
Comment: The high premium of A shares has cultivated many wealthy owners. The so-called IPO mechanism strictly entered still invites the rise and fall of the operating data of listed companies. It has little effect on stock prices, and it is not a market-oriented capitalization investment for short-term investors. The words can maximize the investment. As for the listed companies, who will manage them?
Third, online and offline mutual integration becomes a trend;
The operation principle behind the new group purchase form is also a cloud. From 2010 to 2012, the Sharks became an Amoy brand, and the amount of sales varied. However, they were not satisfied with the status quo. In December 2015, Fusha launched the first offline store, just in time. Over one year's work time, the number of stores has been expanded from 1 to 32, and in 2017, this number should be rewritten to 200, and by 2020, it will reach 1,000. Behind the ambitious, it is still thanks to the fact that Dusita is always at the right time, the right path, and the right thing to do.
In contrast to the traditional shop branding of “false chain, real group purchase”, Fusha has changed the brands and associates whose original strengths conflict with their strengths to become the strengths and bodies, unilaterally cooperating with the market and facing the consumers. In the event that the group buys the terminal, it will divide the edge and divide it externally. At the same time, the online and offline capitals are maximally blended, and the same price of the online and offline lines is continuously increased. After the form of 0 to 1 is adopted, the 1 to 100 copy is stopped from increasing. There is no historical burden on Dusita, and it is even lighter. , calmly respond to the new group purchase attack, the transformation of new craftsmanship, new thinking of the tide.
Comments: online and offline brands, the same product, the same amount of money to the heart is not simple confrontation in place, the brand victory in place is certain, any two sets of fortunate only play the residual person;
4. The general-purpose brands in other townships have completed the first-tier and second-tier market plans, and continued to deepen the market in the three-and-four-and-five-line market;
The three-fourth-five line will be dressed up for group purchases that are better than the first and second tier cities: 1) low base of low-level market, low brand increase rate, large space for opening stores; 2) industrialization, accelerating urbanization, and agro-manufacturing Next, the low-level market space is expanding.
The third line (in the provincial capitals and prefecture-level cities, etc.), the four-wire (prefecture-level cities, etc.), and the five-line (county-level cities, etc.) will dedicate 70% of the country’s population to urban areas, followed by urbanization, new rural development, and agricultural artificial return home ownership. The middle and lower tier markets have broad space for development.
The low-level planning of Anta, the metropolitan beauty, and the search for special operations in the lower-level cities will be faster than the comparable companies in the industry. Anta's main brand and children's wear brand focus on the second and third tier metropolis markets. At present, the low-level metropolis stores account for 85%, and the offline group purchases complete a high rate of 15 to 20%; the metropolises are concentrated at lower levels, and the stores account for about 90% of the total. ;
Comments: To deepen the third and fourth line, take root in the third and fourth line market, to become the tide of the operation of foreign brands thinking, do not squeeze into the first and second tier market to burn money without burning himself, clearly understand their positioning, do a good job outside the township market The brand space is still very large;
V. The middle channel of shopping has become the main channel to make up for, and the brand of the foreign township has entered the market;
In October 2017, the Meters & Bonwe Group continuously cooperated with Indian, New City, Wanda, and other fine shopping middleware systems. In the second half of the year, it also ushered in the new store's opening, from November to November. By December, "100 stores on the day." On December 25, Metersbonwe founder Zhou Chengjian told reporters of "Everyday Economic News" that by the end of this month, about 160 stores will be opened to the market.
On the 25th, the reporter arrived at Metersbonwe, located on B1 floor of Wanda Plaza, Shanghai Wujiaochang. The brand new 970-store shop meets ASELF (Mori), Nōvachic (Commercial Light Commercial), HYSTYL (Tidewater Fan-Looking Chaole), NEWear ( Casual style) and MTEE (StreetFun) Five styles.
“We are both online, in the emerging shopping channel, and in the traditional shopping district, we can reach consumers at 360 degrees, and interact with consumers the same way. On this foundation, we have also built up the reach of Smart Group Buying. "Zhou Chengjian hinted to reporters that "the advancement of channels is giving Metersbonwe a very new opportunity to launch."
Comments: The classic reckless strategy is very frightening. Do not avoid online good local capital investment, shopping in the middle and put some of the capital into the middle of the shopping, foreign village brand channel strategy must fully reflect on China's foreign markets In practice, all things must be accounted for, the strategy changes and the implementation of the demand slowly, but not across the board, the demand for the foreign brand is not fast growth but slow growth;
Sixth, foreign nature, difference assimilation, subdivided brand is getting better;
Under the call of Ma Yunxin's group purchase, it seems that any form of operation that is not crowned with new hats is outdated. All kinds of new ideas, new styles, and new forms that are open to the brain are endlessly connected. The reform is to express that I am not outdated. After all, what has once been demonstrated is that there is no new or old distinction between group purchases, and it is time to do details, services, and store operations. It is a platform that truly meets the needs of user experience, not a slogan, not a single marketing move.
In the case of consumption promotion, the focus of consumers is still on the promotion of the product's character and experience costs. In 2017, the fast fashion brands headed by H&M still often fall into a critical mass situation. If the brand's consumption is only promoted and strategy is promoted, then over time, more consumers and market opportunities will be frustrated.
In the process of the emergence of new consumer groups, the current out-of-town market cannot capture the consumer preferences of the monthly consumption groups of 60, 70, and 80 years, and label consumer groups after the 90s and 95s, which means that the consumption market is changing. Not just promotion, but increasingly changeable, multi-dimensional, multi-dimensional, in this new consumption imbalance form, the past traditional brands still stop in the product economy period of top-down product sales, no matter how transformation, cross-border Difficult to change the trend, nature, subdivision, assimilation of the subsistence of life leads to brand appeal can not be unified, showing more small and beautiful niche brand will become a trend of the tide.
Comments: Instinctualization, difference assimilation, and segmentation mean that the scope is difficult to maximize. Maximizing cannot be done in terms of instinctualization, difference assimilation, and segmentation. It is necessary to survive alone, resist temptation, and have a thicker brand. ;
VII. The international brands completed the first-line market in Beishang Guangshen and entered the second-tier and third-tier Chinese markets into the program, and the cooperation was further aggravated;
The total number of stores in Greater China reached 467 (the end of 2015 fiscal year), but according to the appearance of Uniqlo's official website in China, more than one quarter (126) stores are located in Beijing, Shanghai and Guangzhou. Three metropolises. Of the more than 100 cities in the city where Uniqlo has stores, there are only one store in many second, third, and fourth-tier cities.
However, from the planning of the UNIQLO store in 2017, there were only 196 stores in East China, and most of them distributed prefecture-level cities. They had begun to sink the third and fourth tier markets in China;
Comments: Uniqlo is not a case. There are too many international brands who once fell into the village as if the devils entered the village, and our foreign brands are still lagging behind in the Chinese market in the third and fourth tiers. The reality is that we are gradually Shrinking, Chong Yang Meiwai is not the patent of the consumers of the first and second tier markets. The third and fourth tier markets are also “replaying foreigners” at the level of brand consumption. Who makes us foreign brands lack sufficient talent?
VIII. Consume-sale chain gradually becomes a strategic capital in the industry, and brand owners have increased the promise of the middle-seller's production capacity plan in abundance;
The development process of China's dressmaking workshops has been going on for nearly a hundred years. The development process can be divided into five stages: from the 20th century in the 20th century to the pre-fettering in 1949, from 1950 to the reform and opening up in 1978, and the reform and opening up from 1979 to 1999. , 2000 to 2011, 2012 to date. The five phases of China's dressmaking and production experience focus on the two phases of reform and opening up to 1999 and 2000 to 2011 after the birth of the revolution. The reform and opening up has opened up a large number of privately-owned economies to spur the production of the market. The rapid development of the workshop. After its birth, China Fashion Make Factory got the market in the world, deeply separating the disadvantages of China's capital range from the needs of the world market, and China's dressmaking workshop has ushered in a golden decade. After entering 2012, following the intensification of the global financial crisis and how much was spent on the consumption factors of Chinese manufacturing operations, plus the decline in demand caused by the financial crisis, resulting in excess production capacity in China's fashion studios, etc., China's fashion production workshop The face of the property structure of the mediation and transformation results.
Regarding the transformation of the production and make-up workshop and the transformation of the production and production workshop, the master teacher of the Shanghai Liangqi Brand Management Co., Ltd. Cheng Weixiong thought:
1. Good-looking production workshops must be the capital of the dress-up brand companies in the future;
2. In the situation where the costume production enterprises reconstruct the property cost chain at the present time, there will be limited opportunities in the future. However, under the circumstances of reconstructing the cost chain of dressing up the property, as a fashion-making enterprise, it is important to maintain its own positioning and do a good job of continuous cultivation of its own weaknesses;
3. The transformation of dressmaking workshops, no matter what the approach, is that the demand is well planned, long-term calculations are made, continuous investment is made, the target of the target is continuously confronted, the target is resolute, and only talents with victory are able to win. ;
4. Customization in the dress industry is still based on viewpoints. If companies use this as the target for their business operations, the risks involved are enormous. This can be concluded from the current industry cases and can be discerned. In the future, it should not be regarded as the target of business development.
5, dress up production workshop in the future to carry out the target, if focused on production, then the middle is to focus on subdividing the industry, focus on the category, in the cost and obedience level, how to promote obedience, how to reduce costs, the workshop can also be formed Making a brand, you can also make a product brand, which is the hub; if you want to transform into a brand, demand planning first, there are plans to promote the pace, do not think there is where to do it, luxury capital, depletion of internal forces, and to the professional Teams, professional agencies to operate, continuous investment;
6. In terms of past experience, the development of the brand of the dress industry will be one of the methods for the brand to cultivate the inferior cooperation force in the future integration of the sales chain, and it will also be the key scope for future industry cooperation;
7. In terms of groups, the dress industry is a permanent industry, and China is still not the richest man in the dress industry. However, in the future, China must have the richest person in the dress industry.
Comments: The development of the fashion brand will be one of the methods for the brand to cultivate the disadvantaged cooperation in the future, and it will also be a key area for future industry cooperation. It can be exaggerated to say that the excellent workshop will become the collaborative unit of the vast brand in the future. Having excellent workshops and having superior upstream sellers' capital is the company's strategic capital, the rapid response of its brand's flexible sales chain is bound to become an intermediate cooperation force;
IX. The form of skill innovation based on consumption promotion is still the objective of the hard-working targets of the different martyrs;
After 90 and even after 00, it has become the main group of people for social consumption. On the one hand, this group of people has great respect for science and technology, and it has no resilience in the face of technology. Technology identity has been integrated into the bones of consumers and can be treated as technology. Religion; On the other hand, as long as science and technology are different, talents can deal with the conflict between the instinctual demand and the scope of industrial consumption, and they can accomplish the smart situation of opening their mouths and clothing to reach out to meet the consumption trend of the new population.
China's economy is changing from an investment-led one to a consumption-led one, and technological innovation will lead to consumption promotion. With the help of science and technology, a large number of new products, new services, and new forms are presented. Changes in consumption habits, changes in consumption patterns, remodeling of consumption processes, birth of cross-border and cross-border, online and offline, experience sharing and other types of consumption have risen.
Comments: B2B, B2C, C2M, O2O, S2B, etc. These letters will be interpreted differently tomorrow, and based on the type of skill changes in the promotion of consumption is still the goal of the diligent martyrs' hard work; no matter how the skills are developed. It is still the integration of the brand and the preservation of the brand, the product power, and the consumption power. The iteration of a certain craft alone cannot be changed;
Tenth, foreign brands have become popular outside the country;
On July 15th, 2017, the HLA Malaysia Overseas Store, which is the home of the men's No.1 in the men's wear of No.1 in China, officially kicked off. The famous singer, Gary Cagle, took part in the grand opening of the first store in Kuala Lumpur.
For several years, China's foreign fashion brands have been competing in foreign markets. 2016 outside China