Can Busen Fashion Make New Economic Brand On The Basis Of New Consumption Era?

As a concept of weakening the concept of pure electricity providers, the new retail policy, which emphasizes the reform of retail industry, is becoming an important way for domestic clothing brands to increase their new profit.

In the face of rapidly changing clothing market, clothing brands continue to strengthen the layout of new retail, only to avoid being eliminated by changeable consumers.

On the evening of October 9th, the Zhejiang Busen apparel Limited by Share Ltd (hereinafter referred to as Busen dress) issued two announcements on the company's outward investment. Two foreign investments involve Mccauley, "orange" APP, the two largest online shopping and mobile shopping platform, and further strengthen the layout of new retail sales.

Notice shows that

We intend to invest 7 million 971 thousand and 500 yuan in currency and cash to invest in Suqian Jingdong home culture media Co., Ltd. (referred to as Suqian Jingdong), of which 3 million 400 thousand yuan is pfered, including 34% shares of Suqian Jingdong held by Mccauley and Huayi digitally. It will increase capital by 4 million 571 thousand and 500 yuan to Jingdong and city media. After the paction is completed, it will hold 54.71% of Suqian's equity.

Busen apparel said that this foreign investment is a new attempt to join Jingdong to create Jingdong Busen fashion life experience Museum, trying to integrate effectively with Jingdong in the supply chain and products, inventory and cargo fields. In addition, it will introduce 3C products, books, suits and other formats services. With the help of Jingdong's big data analysis capability, it will make accurate portraits of customers to achieve "spatial reconstruction" and "Scene upgrading" in the retail field.

It is understood that Busen apparel was founded in 1985, with Busen men's brand as the main brand, covering men's shirts, Western-style clothes, trousers and jackets, T-Shirts, professional wear and other products. In April 2011, A shares landed on the Shenzhen stock exchange.

With the fierce competition in the market, the performance of Busen clothing has been declining for many years. It wants to turn over through asset restructuring and pformation, but it has little effect at present.

With the surge of new retail reform becoming more and more intense, Busen apparel, which has invested in Suqian's Jingdong home with the help of years of accumulated apparel resources and competitive advantages, is conducive to quickening the pace of the layout of the new retail business of the fashion industry, and promoting the implementation of the strategy of "the layout of the apparel industry that is accelerated by the integration of online and offline". It actively embraces the arrival of the new retail era and attracts new generation of consumers to expand the competitive power of the fashion industry.

The rise of the electricity supplier has shocked the traditional clothing brand, and its performance has been dropping and closing a lot.

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And other brands are doomed to escape. Delisting, closing stores and pformation become the direction for them to save their performance.

Busen clothing is also hard to escape. Since 2012, it has fallen into a predicament of profit decline. Until the first half of this year, the loss situation is still continuing. Even though consolidation and pformation have been strengthened, the profit decline has not been reversed.

According to the data, the net profit attributable to the listed shareholders in the first half of 2018 fell 12 million 700 thousand yuan in the first half of 2018, which was more than -2.80 10 million yuan in the same period last year.

In addition, Busen shares staged a series of disputes over control. In August 2016, Xu Maodong became the actual controller. In November 2017, Zhao Chunxia became the new owner, and the two time changed the focus of the clothing industry.

And then involved in the loan dispute, Busen bank's five bank accounts have been frozen, and the total amount of funds taken by freezing compulsory measures has totaled 18 million 830 thousand yuan.

The internal center of gravity is unstable, and external difficulties are numerous, resulting in a situation of internal and external hardship, and the performance suffers certain impact, and then the stock suspension is restructured.

The arrival of new retail has opened up a new era of consumption, creating a seamless online and offline consumption experience, promoting the pformation of traditional apparel retail industry.

Busen clothing is aware of the importance of its situation. In the process of capital restructuring, it takes "fashion industry new retail + new chain fusion" as an important development direction to optimize the garment business pattern.

In this regard, in July 3rd, a wholly owned subsidiary of Busen apparel saw supply chain management (Zhuji) Limited and Guangzhou Tianma dress city sign a ten year contract, expand sales channels, and open up supply and demand industry chain, so as to enhance the development capacity of garment business.

In the new retail era, consumers are more likely to pursue shopping convenience and save time. They will also choose different e-commerce platforms to shop for multi price comparisons, so as to meet their individual needs.

In this regard, clothing brands will integrate online and offline sales, optimize service experience, create pleasing surprises for consumers.

In October 9th, Busen clothing announced at the same time that Busen Sun company Beijing Security Information Technology Co., Ltd. invested 2 million yuan to subscribe for 12.50% of Zhejiang speed cloud Network Technology Co., Ltd. (hereinafter referred to as "speed cloud technology"). With the help of speed cloud technology social networking business expansion, it created diversified sales channels to provide consumers with comprehensive and life oriented shopping experience, and further layout new retail business.

It is reported that the main product of speed cloud technology development is a APP preferential benefit online shopping mall software named "enjoy orange". Users can choose different brands of goods online to place orders, and online shopping can enjoy rebate preferences.

Sustained loss of performance, frequent changes in ownership, disputes such as loans, Busen shares frequently frustrated, breathless.

The layout and optimization of "new men's clothing + new chain blending + new retail" mode can lead the reversal of Busen's clothing performance, start the shooting of the new retail industry of the fashion industry, and create a new economic brand of the traditional clothing industry, which needs to be verified step by step through the market.

(pictures are all from the Internet)