Garment Industry Integration, Penetration, Multiple Crossover, Opening Up New Battleground.

Development strategies of traditional garment enterprises: mutual penetration and penetration, opening up new battlefields

2015 is the year of pformation and upgrading of garment industry, which is still in the process of adjustment and pformation.

2015 will be the key year. Whether the industry will be in the rising stage in the future, this year's pformation and upgrading is especially important.

Meanwhile, Internet + and other new economies are rapidly changing the resource allocation of garment enterprises and promoting the prosperity of capital market.

Enterprises have made a series of dazzling cross border and diversified capital movements. As the basic business of garment enterprises, what trends and characteristics of the traditional businesses themselves are showing? In the process of development, adjustment and recovery, garment enterprises are constantly infiltrating new markets, seeking new businesses and opening up new battlefields to increase business growth while consolidating their main businesses and markets.

Lining: expanding the South Market

Li Ning Co released last year's performance, said that the future group will continue to strengthen cooperation with channel partners, expand potential market space, and strategically enter the low permeability of southern China.

Li Ning Co will open 500 new stores this year, including the expansion of South market.

Li Ning Co said that compared with the eastern and northern markets, competition in the southern market was more intense, and revenue grew slowly compared with the same period last year.

In the regional division of the Li Ning Co, the South includes Guangdong, Guangxi, Fujian, Hainan, Yunnan, Guizhou, Sichuan, Chongqing and Tibet.

Lining's main market is in the northern area, and the southern area has always been the dominant battleground of Jinjiang brand.

Lining's main way of developing South market is to cooperate with Da Yun FA.

The company's cooperation with Li Ning Co is a comprehensive strategic cooperation under the online and offline industries, including the opening of premium commodities, special offer products and flagship stores, as well as the cooperation of staged sales.

At the same time, Lining is developing intelligence.

And the smart bracelet with millet will also experience in the setting of the big RFA.

Grace: focusing on the development of three or four tier cities

The high-end women's clothing brand has successfully listed 728 million yuan, which is planned to invest in 136 New Direct stores in the next three years, as well as the upgrading of the existing shops, R & D center construction and supplementary operation funds.

The idea of future store layout is to continue to expand one tier city while focusing on the three or four tier cities.

"We find that in fact, the consumption of the three tier cities is very strong, and we will choose to enter there as long as there are good and suitable shopping malls."

The brand of YOUNGOR's newly developed women's clothing is on sale at the beginning of the year. It will be sold in 5 stores in Shanghai, Hangzhou and Ningbo, and will expand the sales area and product category in autumn and winter.

Company personage says, the dress will first enter 500 square meters above the big shop sale, have not considered to open a shop alone.

And Bosideng also began selling women's clothing products in 2015.

It is understood that the women's clothing series includes products in the three seasons of spring, summer and autumn and some winter products.

Bosideng women's clothing project related responsible person revealed that Bosideng women's wear has begun selling in 100 Bosideng shops in several central provinces.

"Store, salesperson, image Logo are all Bosideng."

It is reported that the intention of Bosideng layout is to pform the brand from the seasonal brand to the four seasons brand.

It is reported that urban beauty and Walt Disney Company, the use of its classic cartoon image into children's underwear category market.

In this cooperation, the city beauty got the brand authorization of Mickey Mouse and other classic cartoon characters.

Urban beauty says it will continue to implement multi brand strategy in the coming years, covering the mass market to the high-end market.

Georges white and Busen shares: force school uniform business

It is reported that Busen will open the high-end school uniform customization business, through the business partner mechanism, make efforts.

Market.

George White, a professional outfit, also takes the school uniform as a new profit growth point.

It is reported that the company intends to invest 20 million yuan to establish a school uniform company with its core staff.

George White said the company plans to start the school uniform business in 50 cities across the country.

Semir costumes and YOUNGOR: shopping mall as a key channel

Semir clothing believes that the shopping center will become the mainstream of the future offline channels. It has reached strategic cooperation with Wanda and other commercial real estate, and intends to set up a 300-500 square meter large children's wear experience shop in the shopping center.

YOUNGOR said that the next line of YOUNGOR would be integrated within 1000 stores, reducing the number of stores, focusing on creating multi brand fashion experience stores and developing to shopping centers.

Amoy brand initial: offline stores

The initial language plan, which is the same as that of Yin man, was first opened in Guangzhou Flower City in early May.

It is reported that the shop will mainly push women's clothing and the next line.

Products, users can scan code in the shop to understand the product description and upper body effect in Tmall.

As for the initial language, the business mode of its offline stores is mainly direct, and will form a perfect system later.

{page_break}

[observation] mutual penetration and penetration, opening up new battlefields.

In recent years, the clothing industry has gone through waves, from sportswear and clothing to men's clothing, women's clothing and high-end luxury goods. Various industries have gone through different problems, such as high inventory, inefficient shops, and poor industrial environment. In the process, many garment enterprises are also facing the problems of declining performance, declining quality of assets, maintaining the speed and quality of development, and carrying out the process of pformation, adjustment and recovery.

In this process, the diversification characteristics of garment enterprises are more obvious, and the span of foreign investment is bigger. From finance, games to cross-border electricity suppliers, the rapid development of new economy and capital market has prompted clothing companies to adopt more patterns this year and try more tricks and actions.

The effectiveness of these actions requires more time to observe and judge.

Judging from the latest overall performance of garment enterprises, it has entered a cycle of performance reversal and recovery, and this trend should continue, not just needing more eye catching.

And actions, clothing enterprises need to adhere to, optimize and expand in the traditional main industry.

In this regard, compared to the diversified and extensive external investment of garment enterprises, the expansion of traditional businesses has begun to show the characteristics of mutual penetration and integration. For example, when Lining entered the competitive South market dominated by competitors, the high-end women's clothing brand song led to the development of the mass leisure "three or four sites" city, while the mass brands such as Hai Lan's family opened more stores in the second tier cities. The brand men's wear and down jacket "YOUNGOR" and "Bosideng" began to dress up women's clothing, while online brand also tried to open physical shops, and of course, there was no lack of expansion of product lines in the original advantages, such as urban beauty to develop children's underwear.

The characteristics of the traditional business integration, penetration and extension of garment enterprises will be further evident in the process of garment development, adjustment and recovery. This shows both the huge development space of China's garment market and the development of the garment industry to a more complex and more competitive level.