How To Promote The Transformation Of Traditional Garment Enterprises Under The Internet Background

Recently, Semir apparel announced an investment agreement with South Korea's ISE company, with an investment of about 115 million yuan. For the foreign investment, Semir relevant responsible person has said in an interview with the media that he chose to cooperate with ISE. Online retailers Platform and resources of European and American supply chain system.

According to the insiders, the channel changes in the mobile internet background, the overcapacity of the industrial chain, the upgrading of consumption and the segmentation of consumption, as well as the increase in the layout of the Chinese market by international brands and other factors have made domestic garment enterprises come to a close shop. The transformation of traditional garment enterprises is imminent.

Analysis: the clothing industry is facing multiple tests.

Recently, Semir apparel announced an investment agreement with ISE, a South Korean electricity supplier. The company subscribed for 4 million 510 thousand shares of ISE's new issue shares at a price of 4435 won, which totals about 20 billion won. According to the April 20, 2015 exchange rate 174.42, it is about 115 million yuan.

According to the announcement, ISE was established in August 2000. Its registered capital is located in Seoul. Its registered capital is 10 billion 500 million won, or about 60 million 360 thousand yuan. ISE is a leading provider of domestic e-commerce services in South Korea. Its main business is WIZWID website and WConcept website. Among them, the WIZWID website is the first domestic website to provide cross-border e-commerce services in Korea. The market share of the Korean e-commerce market is 50%.

A senior apparel industry personage said in an interview that Semir clothing has stepped into overseas electricity suppliers through the acquisition of shares, which will help to open up overseas sales channels. Secondly, the layout of "Internet +" will extend to the "brand + cross-border e-commerce", which is conducive to the transformation of the company. "However, the form of participation is different from M & A, and the investment of the company is relatively small, and the right to speak in specific business development is likely to be affected."

International fast fashion brand Strong invasion, the traditional fashion and leisure brands are faced with multiple tests, such as the loss of consumer groups, inventory backlog, capital turnover and strategic transformation. A series of data shows that the domestic garment enterprises as a whole "fall" and the haze of closing shop is surrounded.

According to the earnings report, the number of stores in Baleno mainland has shrunk from 388 to 3432 in the last 3820 fiscal year, closing 388 stores. By the end of 2014, JEANSWEST had closed 213 stores in mainland China and Giordano closed 190. In 2013, Metersbonwe closed more than 200 stores, while Semir closed more than 700 stores.

Apart from fashion brands, Chinese men's wear brand stores are also closing up. According to the disclosure of financial reports, the total number of stores in the first half of 2014 was 347 closed. By the end of the first half of 2014, the canal road road closed 53 stores in June 30, 2014, the closure of 73 houses, the 53 closure of the card road, and the closure of 46 by Hinur.

The Chinese sports brands represented by Lining, Anta, PEAK and 361 have gone through the baptism of the tide of shopping in advance a few years ago. According to the financial report, as of the end of 2014, the number of authorized retail outlets of PEAK has decreased by 471, and the number of 361 outlets has reached 783, and Anta has also closed 318 stores.

Compared with Baleno and other fashion casual brands, international fast fashion brands such as UNIQLO, ZARA and H&M have been expanding in the mainland. Data show that the four "fast fashion" brand stores in China opened less than two and a half days on average. In 2014, fast fashion brands opened 274 new stores in China, including 14 in Guangzhou. At present, Guangzhou has 13 UNIQLO stores and 9 H&M stores.

Cui Yu, consultant consultant of CIC, believes that the demand of China's garment industry is in short supply, resulting in a large number of new brands. But now it is facing a series of problems, such as overcapacity in garment industry chain, high inventory, international brand entry and obvious electricity supplier shock. At the same time, sales of physical stores are decreasing, shops rents are rising, labor costs are rising all the way, and profit margins are constantly being compressed.

Depth: Mobile Internet Promoting channel change

The industry believes that the transformation of traditional garment enterprises is imminent under the constraints of channel changes in the mobile Internet environment, overcapacity in the industrial chain, consumption upgrading and consumption segmentation, as well as the increase in China's market layout by international brands. At present, many traditional clothing enterprises are actively trying new models, such as O2O, R & D APP applications, cross-border mergers and acquisitions, functional hardware and other "Internet +" innovative ways to seek new growth points.

Metersbonwe has tried many times to transform the Internet. In 2011, from the listed company to dismantle the direct purchase website, the state purchase network was rebuilt in the past two years, and the state purchase network was reclaimed by the listed companies. At the same time, the O2O mode was launched to upgrade the old shop to the O2O experience shop. After more than a year of fumbling, at present, the United States once again adjusted its positioning and began to aim at the subdivision area of clothing industry and wear the market, and built a APP model. At present, the transformation of Metersbonwe is still in the exploratory stage. However, the Internet marketing has achieved initial success. Last year, the famous variety show "wonderful flower" was praised by the post-90s, and the audience rating was soaring.

Giordano has also been trying to find O2O transformation. In 2014, it tried to make Internet phone payment a front desk for offline transactions, but failed to save the losses. Data show that in 2014, Giordano sales amounted to HK $5 billion 545 million, down 9% from HK $5 billion 848 million in 2013, and Mainland China's performance in the Greater China region was the most obvious. While in Electronic Commerce In 2014, online sales amounted to HK $183 million, up 6% from HK $174 million in 2013.

In addition, M & A is also a new attempt for the traditional clothing enterprises to find a breakthrough. In addition to the announcement of Semir apparel's participation in the ISE of South Korea's electricity supplier, recently, the company announced that it had invested 20 million euros to acquire the Spanish football economic company "BOY". Before the investment, Semir's operating income reached 8 billion 147 million yuan in 2014, up 11.7% over the same period last year. CITIC Securities Research Report shows that the acquisition is an important step forward for Semir to take full advantage of the "Internet +" transformation. The company's cross-border e-commerce platform business is worth looking forward to.

Not long ago, Lining, a sports brand, took the hand of millet bracelet. He wanted to use the concept of "intelligent hardware" to restore the trend of decline. According to the financial report, Lining lost 780 million yuan in 2014, which is Lining's three consecutive loss. Lining said that the company is actively embracing the Internet, and the company's digital platform will be the focus of the next 2-3 years. At present, Lining has started interconnection and cooperation with millet, Jingdong and man Wei. The smart running shoes launched with millet bracelet are expected to be launched in the third quarter of 2015. The industry analysis points out that the concept of smart wearable and marketing of millet fans can be expected.

Cui Yu, consultant consultant of CIC, believes that the future management mode of the garment industry will evolve into two main channels: the electronic business platform and the shopping center. Seize the opportunity of mobile Internet, and the successful transformation of traditional clothing enterprises is expected to occupy more markets. Small and local brands will gradually withdraw from the competition, and the apparel industry will enter the era of centralization and individuation in the future.