Clothing Enterprises Seek New Orientation In Market Changes

This year, we often see some seemingly contradictory statements or practices.

The most recent example is luxury.

On the one hand, news of luxury goods has been released frequently. It is reported that LV plans to close many shops in China. It is said that 1/5 of the shops in China are closed.

According to Forbes, Louis Vuitton has closed two flagship stores in Guangzhou.

The cities that shut down shops are mainly Guangzhou, Harbin and Urumqi.

On the other hand, LV responded that part of the store adjustment is hoped to find a more suitable store to achieve a better layout. LV is optimistic about the Chinese luxury market, and will continue to invest in Hua men store in the future. In 2016, there will be new store opening and upgrading plan.

As the garment industry and capital become more closely integrated,

With the deepening of the fusion and the acceleration of the upgrading process of consumption, the garment industry will not only be a simple traditional manufacturing industry, but the garment enterprises will not only sell tangible goods, but also the garment industry will show greater invisible space, thus becoming a "big fashion and big consumption" industry integrating manufacturing, retail, management, design, culture, fashion, technology and other factors.

In this process of integration, the industry integration, acquisition and cross-border process of garment industry will become more frequent.

The process of convergence is accelerating this year.

On the one hand, traditional brands are developing acquisitions and integration, or introducing more subdivision and brand names, and forging ahead to "multi brand, multi category" brand groups.

For example, the rapid development of urban beauty buying Ordifen, wants to become a high, medium and low-grade brand, but before the listing of the public, it is just a "rural encircling the city" of the mass brand.

The most recent example is that Anta, which focuses on basketball shoes and running shoes, begins to enter the football market.

On the other hand, the integration of new economy and traditional clothing enterprises has begun to integrate and cooperate with online enterprises.

Since the beginning of the year, La Natsu Bell has invested 200 million yuan to invest in Internet brand seven.

After 324 million yuan financing injection, with the Yin Mei, Chu language and other Amoy brands, the nine Mu Wang announced in August that it would buy shares in the Korean market for 12 million dollars. In September, it announced that it would add 60 million yuan to the Korean clothing house again, and the line would be further closer.

On the other hand, the pace, scope and direction of garment industry extension are more diverse.

This can be seen from many garment enterprises in the year to change the name of the enterprise.

The Pathfinder changed the name from "Beijing Toread Outdoor Products Co" to "Pathfinder holding group Limited by Share Ltd", further renning its "outdoor ecosystem", which means that the future Pathfinder will add more industrial subdivision.

Its latest category is virtual reality.

A few days ago, it announced that the wholly owned subsidiary of Tianjin, Cci Capital Ltd's new starting point, Cci Capital Ltd currently holds 10% of the public view horizon. The public view horizon involves two aspects: AI (augmented reality) and virtual reality (VR).

Roley home textiles is going to change the company name from "Roley home textile Limited by Share Ltd" to "Roley life Polytron Technologies Inc", and continue to implement its "big home" strategy.

After China's economy has entered the new normal, the consumption concept of the Chinese people is maturing, the cross-border electricity providers are developing rapidly, and the "anti-corruption" and other factors have been affected, the layout speed of the international luxury brands in the Chinese market has slowed down since last year, but at the same time, China is still a huge market with huge consumption potential, which is in the process of consumption upgrading and structural pformation, which leads to the fact that

When the brand closes stores, it plans to open stores.

At the same time, many international brands are also increasing the intensity of the layout of the Chinese market.

An overall trend is that, along with the policy guidance of the state in the service oriented economy such as electricity, sports, culture and tourism, focusing on strengthening the "supply side reform" will further stimulate the consumption space in the domestic market. On the other hand, China's economic slowdown has also become a reality. The interaction of various factors will make the garment industry change and market structure adjustment more complicated and fast. Clothing enterprises need to establish a more responsive supply chain management and enterprise development model in the changing market, and find their new positioning in the market.

As for the diversified investment behavior of many garment enterprises during the year, it is too numerous to mention.

Perhaps in the current A share market, to some extent, these actions can also be regarded as "story telling" market value management means, the effect remains to be seen.

However, it is undeniable that under the promotion of various factors such as macro policy and micro market, the garment industry and even the whole Chinese economic industry are speeding up in the process of integration and upgrading, while garment enterprises are coercing them. The correct approach is to conform to the trend of the times and become a witness and create a part of the times in the great changes of the times.