Where Is The Secret Of CABBEEN's Success?

Recently, Yang Ziming, the founder and chairman of the board and art director of CABBEEN, appeared in Wenhua hotel in Hongkong, dressed in a dark blue suit. The left shoulder of his blue jacket and his shirt lined together form a bright phoenix pattern.

Economic growth is slowing down, and garment industry is not as good as before.

Many garment enterprises began to seek change, in addition to trying a variety of sales models, including more innovative formats, optimizing the scene of clothing purchase, so that consumers can get a better purchase experience.

On the day of CABBEEN's Clothing Co., Ltd. (2030.HK) 2015 annual performance press conference, this suit was asked by several media reporters several times.

Yang Ziming said, this is CABBEEN's spring and summer new playground Series in 2016.

"Walking on the streets of Hongkong, seeing that everyone is working hard and under great pressure, I think it is a battlefield or a playground, only in a mind."

Battlefield or amusement park? The same applies to the clothing industry in 2015.

In 2015, the clothing industry was not easy.

CABBEEN has achieved good results in its counter trend.

On that day, CABBEEN management released its results.

In 2015, CABBEEN's total revenue increased by 23.5% to RMB 1 billion 357 million yuan, and net profit increased by 22.1% to RMB 288 million yuan.

The number of retail outlets increased slightly to 1139.

Why can CABBEEN go against the trend? CABBEEN President Wu Shaoqiang said that a large part of the increase in sales in 2015 was driven by e-commerce, and CABBEEN's sales model became richer.

In June 2015, CABBEEN began selling in Tmall, Jingdong, micro mall and CABBEEN official website. Although the time of doing business is relatively late, CABBEEN's report card on e-commerce is very gratifying. According to the results, CABBEEN electric business sales revenue is 133 million yuan, accounting for 9% of total revenue.

This also allows CABBEEN to pay more attention to sales on the electronic business platform, Yang Ziming said 2016 will increase investment in this area.

There are four modes of sales in CABBEEN, namely, traditional wholesale, consignment, direct sales and e-commerce.

Now the traditional wholesale has been changing more and more backward three times.

After a year's efforts, CABBEEN's sales account for 33% of sales channels, and this figure will reach 50% in 2016.

Compared with tradition

Consignment mode can quickly improve the viscosity of terminals and brands, enterprises can better control the terminal price, and can react quickly to market changes.

At the same time, distributors have less pressure on consignment mode, and light assets are easier to attract distributors.

Added

It is also one of the directions in the future.

In 2015, CABBEEN's direct store grew from 9 to 37.

CABBEEN's chief financial officer said that the increase in Cabinma's profits was due to an increase in the proportion of affiliate sales and direct operations.

Because the price of products sold in consignment and direct sales is higher than those sold in wholesale form.

Every percentage of the uptrend is ultimately the result of the consumer's pay.

CABBEEN annual report shows that CABBEEN attaches great importance to direct communication with VIP members, providing promotional activities and new product information.

In 2015, VIP members had a retail income of 40% of total retail revenue.

CABBEEN also attaches great importance to ERP management and will continue to increase investment in this area in 2016.

Yang Ziming said that there are different modes of cooperation with other brands, some are CABBEEN self run, others are agent sales, and some are cross-border cooperation.

But CABBEEN didn't get all kinds of brands together to achieve a diversified experience. Every brand entering CABBEEN 33 is the top brand in every field.

Hall 33 will be the most important format for CABBEEN in the future.

CABBEEN No. 33 opened its first in Shanghai in June 2015, and has opened more than 10 by the end of 2015.

Wu Shaoqiang revealed.

Hall 33 has been unanimously approved by the industry. It has also attracted many people's interest. At present, there are many types of enterprises that may discuss cooperation with CABBEEN.

This means that in addition to dessert, home and styling, there will be more different elements in CABBEEN 33 Pavilion.

In 2016, the number of newly opened Pavilion 33 will reach more than three digits.

Yang Ziming hopes that the CABBEEN Pavilion 33 will be able to compete with Muji.

In 2016, CABBEEN will have many actions.

Yang Ziming revealed that it will launch a brand new sports brand in the third quarter, and will also build a modern logistics center.

CABBEEN will also introduce more design talents worldwide, but will not consider entering the international market.

Yang Ziming believes that China's market potential is huge, and CABBEEN will focus on the Chinese market.

CABBEEN is no exception. In 2015, CABBEEN 33 was born.

CABBEEN 33 is not just a clothing store, it contains a lot of different elements.

The first financial daily correspondent went to CABBEEN 33 hall, located in Baiyun Plaza, Guangzhou. In addition to the collection of CABBEEN's four fashion brands, Cabbeen Lifestyle, Cabbeen Urban, Cabbeen Chic and 2AM, there are also achievements in cross-border cooperation: DONGTIAN (Dong Tian modeling space), Cabbeen HOME (Fashion home), Ch e (Jui AI) French dessert, and Mo She (flower).

More than 1000 square meters of space are integrated with fashion, modeling, home, flower, dessert and other elements.