Clothing Enterprises To Enhance Brand Competitiveness: To Be Aligned With Anta, With Hai Lan'S Home As The Boundary.

In the first half of 2018, the resurgence trend of clothing consumption became more and more obvious, and the net profit of many garment enterprises continued to increase in 2017.

Business performance is low, sales are not up to expectations, there are certain business risks.

Some are ambitious, some are cautious, others are walking alone.

Face clothing

To keep warm, Chinese clothing enterprises can enhance their competitive ability through these three major business strategies: multi brand strategy to attack the market, reverse the way to help sales by channel sinking; catch up with young consumer groups and turn into fashion pioneers.

However, there are many shoe and clothing enterprises struggling in the fog.

Multi brand strategy: Anta contends for middle class consumers

With the homogenization of shoes and clothing products still serious, many Chinese shoe and clothing enterprises have adopted the strategy of multi brand collaborative development.

Last year, the song was completed.

The two major designer brands, IRO and VIVIENNE TAM, are moving towards a multi brand business.

So, Anta has strong market capitalization of more than 100 billion yuan and annual revenue of 16 billion 700 million yuan.

Recently,

Multi brand camp adds another brand. AntapluS is a new brand incubated to compete for more middle class consumers.

Anta not only developed its own brand strategy, but also expanded its brand matrix by buying and selling.

Brand Xiao Xiao Niu bought FILA 9 years ago, and then proceeded to acquire high-end brand Kolon Sports and Kingkow.

When others lose, Anta will choose to test the water again and launch the independent research and development brand AntapluS. Before the success of FILA, if it succeeds, Anta can not only continue to earn money in the three or four line cities, but also can divide the consumers in the second tier cities into their target consumers.

Under the multi brand strategy, Anta expanded its store in order to stay in the position of domestic sports brand.

According to China's clothing network, the number of Anta stores in 2017 (including children's shops) was 9467, an increase of 607 compared with 2016. In 2018, the number of Anta brand stores will reach 9700-9800, and the number of FILA stores will reach 1300-1400.

Judging from the changes in the number of earnings and stores in Anta over the years, the volume of Anta's revenue has continued to increase, and the layout of its stores has been increasing.

Channel sinking strategy: the United States to "please" town youth

Anta launched a new brand with a second tier city as its main stronghold.

But choose channel sinking strategy.

Recently, Smith Barney said it would carry out a strategic plan of "100 cities and thousands of stores" to rescue the decadent achievements by attacking the consumer market of the 35 tier cities.

For consumer consumption to rational attitude, Zhou Chengjian said: "in 3 years to further enhance brand competitiveness, 5 years to upgrade all channels to achieve consistency."

The performance of shoes and clothing brand is closely related to the success or failure of pformation. It seems that the pformation effect of American state clothing is difficult to support ambition.

From 2015 to 2017, the United States has been in the mire of continuous losses: revenue was 6 billion 295 million yuan, 6 billion 519 million yuan and 6 billion 472 million yuan respectively; net profit loss was 432 million yuan, 36 million yuan and 305 million yuan respectively.

Glory is long gone, and the state must help itself.

While hugging huge sums of money to embrace the electricity supplier, they frequently "hurt", while continuing to sign traffic stars to convey their brand image to young consumers. Since last year's brand upgrade, Guang Tuo stores has become an important means to meet challenges.

The online channel is not going well. Under the United States apparel recycling line, we dig deep into the 35 line cities. However, the 35 line town youth are equally enthusiastic about the international brand or the domestic tide card. The sinking strategy of the United States dress can create a counter attack for its achievements, leaving us a lot of imagination.

Younger strategy: Lining and Hai Lan's home

Only parent Bestseller Selected group, to attract more young consumers, will launch a new brand Selected People in August 10th.

In the first half of this year, many Chinese traditional clothing companies catch up with the trend of younger strategy. Lining brushes up social networks for two international fashion dances and new pictures.

No one wants to go from the low end to the fashion, but the fact is that the brand of shoes and clothing enterprises is not easy to be young.

For example, the home of Hai Lan.

Hai Lan's home to change the brand impression of "old man's Wardrobe", the spokesperson changed from Yin Xiaotian to Du Chun, Lin Lin, Lin Chang, a group of cold wind that overturned the country fan of Hai Lan's home for many years.

In order to catch up with young consumers, Hai Lan's home not only changed celebrity spokesmen, but also sponsored popular programs such as "strongest brain", "great challenge", "masked singing, guess and guess" and "Mars intelligence 2", so as to deepen the links between young consumers and their brands.

On the brand younger, Hai Lan's home has a lot of efforts, but its inventory is still a difficult problem.

In the past three years, the inventory of Hai Lan's home has been up to nearly ten billion yuan: its inventory was 9 billion 580 million yuan in 2015, its inventory dropped to 8 billion 632 million yuan in 2016, and its inventory reached 8 billion 492 million yuan at the end of 2017.

In the future, if the strategy of the younger generation of the Hai Lan home is effective, its inventory will be improved to a certain extent, but the light assets model is the main reason for the large inventory.

In addition to the new strategy of the younger generation, the international underwear brand, which has always been very cold, opened its stores in the Chinese consumer market in the first half of this year. The sexy line is not good enough to move towards comfort adjustment to attract more young female consumers.

In recent years, many brands of shoes and clothing enterprises have experienced brand crisis due to brand aging and consumer demand: shoes Wang Baili delisted; giant Daphne dropped the market value of the shrine, which was forced to close; in 6, Baleno, 3000 of the shops, withdrew from the mainstream business.

It is easy to see that the shoe and garment enterprises that are heading for a decline will inevitably have problems such as backward design and development, low price sales, dilution of brand value, blind pursuit of new retail strategy, improper layout, immersion in the past, and great difficulties.

Heroic striving is good at innovation, good at integration, diligent in summing up, confused road people are not so relaxed. In the second half of this year, China's shoes and clothing enterprises will be in a state of 100 million: Anta, the strategy of the development of good brand, the steady increase of sales volume in the same store, and the fact that the performance of the United States and the state of clothing is still unknown.

Enterprises are optimistic about the industry, and Lining is expected to circle more young people's wallet.

The degree of goodwill can reach several degrees, and time will be revealed.