Inventory: 2017 Ten Major Events In China'S Apparel Retailing Industry

World clothing shoes and hats news is coming to an end in 2017. Under the new retail environment such as new consumption, new scenes and new marketing, the whole garment industry is showing a more active, flexible and rational posture. Even negative news such as bad revenue, overstock, personnel changes, delisting, acquisition, bankruptcy, exposure and so on still exist.

The old rules have been broken and the new pattern is yet to be built, but in any case, the new retail order with consumer demand is being established.

The ten most representative events of the clothing industry in 2017 were examined, so as to summarize the clothing industry in the past year.

1, Hai Lan's family two generations to take over the sword, younger, brand recognition is not high.

Event review: in the afternoon of February 8th, Zhou Lichen, the son of Zhou Jianping, chairman of Hai Lan home group, officially became the president of Hai Lan group Co. Ltd., and Zhou Jianping remained chairman of the group.

After studying abroad and entering the Hai Lan group, Zhou Lichen gradually led Hai Lan's home to the younger consumer groups.

At the same time, in order to compete for the young market.

During the year, Hai Lan's home also had 100 million stake in "China ZARA" - UR.

It is reported that the main business of fast fashion is URBAN REVIVO (hereinafter referred to as UR) brand clothing business, products are divided into women's clothing, men's wear, children's wear and accessories series.

UR is located in the fast fashion field, mainly for 20-40 year old urban white-collar workers to launch products that meet local needs and cost-effective. Compared with fast fashion such as UNIQLO and MUJI, UR is more like ZARA or H&M. It pays more attention to the integration of seasonal elements on the basis of fast reverse supply chain.

Comments: in fact, in recent years, the "80 generation" two generation of baton enterprises everywhere.

In November last year, Zhou Chengjian resigned from all the duties of Metersbonwe clothing, and his 30 year old daughter, Hu Jiajia, took over as chairman. Last October, it was called "the first Chinese women's wear". Kenneth Chan, the founder of Kenneth Chan, the founder of Baozhuang international brand, was replaced by his son Chen Jun.

2, UNIQLO offline stores first advance one day "double 11"

Event review: in November 7th, from the "double 11" and 3 days, UNIQLO released heavy news, saying that offline stores will advance one day "double 11", that is to say, from the beginning of November 10th, more than 500 stores under the UNIQLO line have already started double eleven sales.

"Every time you dress, you will experience the infinite possibilities of life, and this joyful experience should not be limited."

This double line 11 opens ahead of time, explains UNIQLO.

As of 11 noon at 12 o'clock, the sales figures of the new retail store of self retailer O2O and its stores have increased by more than 10 times compared with the usual figures.

Comments: since last year, eleven of the online sales of UNIQLO under the drainage line, this year is a high profile to bring the drainage line to the extreme.

At the same time, we can see that the potential of UNIQLO online and offline integration is inevitable.

It is reported that UNIQLO this year more than 500 stores nationwide support Tmall orders, stores to mention their services, to double 11 that day at 5 p.m., the turnover has reached 4.5 times the whole day last year.

3, online water 2 billion YOHO! Landing stage 10 billion

Event review: in January of this year, the official WeChat of YOHO! STORE Nanjing has issued a notice that it will open its first physical store in Xinjiekou, Nanjing, in September this year, and enter Airsun world.

And choose to display MINI YOHO! STORE in YOHOOD before opening the business, on the one hand, or want to test the acceptance of the public; on the other hand, it is also using YOHOOD platform to make a notice.

After all, those who take part in YOHOOD are fad enthusiasts.

According to the founder Liang Chao, in order to achieve the above ideas, in the area of 5000 stores, in addition to the basic number of hundreds of brands and commodities, it will also display exhibitions, Live House music performances, coffee shops, trendy classroom, shoes cleaning and other activities and experiences related to the lifestyle of young people into the store.

"We have planned more than 200 events to take place here."

At the same time, it also said that more than 30 shopping centers are now in contact with them and want to introduce retail outlets.

Commented: self net Hong Tao brand "

"Starting from the entity store, the development of online brand landing has always been a topic of concern to the industry.

Nowadays, the trend of online and offline convergence is more and more obvious.

Offline brands, even luxury goods, have opened up e-commerce channels, and online brands have landed in order to achieve the ultimate experience.

For the 2 years, the registered users reached 300 thousand, and the YOHO! BUY, which had more than 200 million yuan in sales, was available. From the beginning to the end, there was abundant resources in the trend area.

Nowadays, there are over 1400 brands on the platform, which grow by 60% to 100% each year, and become the main force of group revenue.

This has also become an important support point under its current force line.

4, GAP China's largest flagship store opened in Shanghai, focusing on family and digitalization.

Event review: in August 25th, GAP China's largest flagship store officially opened in Nanjing West Road, Shanghai, 863.

In the upper and lower two floors of 1908 square meters, the whole line of clothing including men's wear, women's wear, children's wear, GapBody and Gapfit has been displayed.

Among them, the latter two are the first to introduce all products into China.

According to Abinta Malik, the store is a new image store built by the Gap local store design team and the global store design team located in San Francisco headquarters, which contains many of the latest design concepts.

For example, the fully open ceiling, the electronic LED screen everywhere, the best light of 4000K, the environmental protection and energy saving lamp, the mother and baby room, the mobile phone charging and rest area, the gift packaging area, the photo taking area and so on.

Comment: this China's largest flagship store is an important part of Gap group's strategy of deploying all channels.

Gap hopes to increase its apparel retail sales in China through such dual advantages as full channel retailing and quality store customer experience.

To open more stores and provide more quality services to stores is also needed in China's consumer market.

In addition to Gap, China's local brands, such as the cotton era, Semir, Metersbonwe and Hai Lan's home, also smell this business opportunity.

5.

Event review: CCTV 315 revealed that Japanese radiated food was flowing into China. In the Muji supermarket, some Chinese food labels on Japanese food were labeled with Japanese labels, but when the Chinese label was opened, the real origin of these products was listed as the Forbidden City in Tokyo.

At 12:16 on March 16th, Muji made its first official statement on its official WeChat.

The exposure is a misconception, and a certificate of entry inspection and quarantine is attached to it. It shows that the food it sells is not exposed to Japan's nuclear contamination area.

Comment: in fact, shortly after the end of the 315 evening, many netizens questioned the issue mentioned in the video and put up with Muji.

It can be seen that in this era when everyone calls the brand loyalty low, Muji's status in the hearts of Chinese consumers can be seen.

According to its performance in China in recent years, it can be commendable.

Baidu search "Muji", almost all positive news.

The analysis is all about how to rely on their own strength to bring the dead back to life and develop strongly.

At the same time, along with its camp MUJI Dinner, hotel MUJI HOTEL, fresh MUJI Marche and a series of business expansion, continue to meet consumers' expectations of lifestyle.

6, it is not easy for China to open the Chinese market in Shanghai.

Event review: in the evening of November 20th, the most popular fashion underwear brand in the United States, Victoria s Secret, opened its twenty-second big show in Shanghai, China.

Moving the show to China means that China's market strategy will be overweight again.

You know, this is the fourth time it has left the United States, except last year's Paris and London of the year before, only in 2000 to raise money for AIDS patients to move together with the Cannes Film Festival.

The parent company has also said it is on the right track.

Comment: choosing to enter China at this time, on the one hand, of course, it is affected by the continuing low performance pressure.

On the other hand, China's underwear industry has a low degree of concentration and broad prospects, and the market will double in the next three years.

At present, the total sales volume of TOP10 businesses is less than 12% of the Chinese market, while the industry's first urban beauty is only 4 billion 500 million of the annual sales.

7, golden baby applied for bankruptcy reorganization, Early Education headquarters in China made clear and clear influence.

Event review: in mid June, news of a famous American children's wear brand, The Gymboree Corporation (hereinafter referred to as TGC), filed for bankruptcy protection in June 11th was brushed down by the industry, followed by various concerns about whether its business development in China will be affected or not.

Later, the headquarters of the golden baby business in China issued a statement, saying that the golden baby business was an independent business entity, and its financial condition was good and stable. The bankruptcy protection application of TGC would not have any impact on the golden baby business and its customers, partners and employees.

Comment: in the view of TGC CEO Daniel Griesemer, this behavior can enable the company to completely shake off the debt crisis, and also enable the management of the company to concentrate on key strategies, such as products, brands and all channels.

"We hope to make Gymboree a stronger company through this process, with appropriate storefronts and greater financial flexibility, so well adapted to the evolving retail environment and to the long-term development of Gymboree."

8. Ten years in China

Event review: in December 15th, H&M announced that it will expand its cooperation with Alibaba and will officially visit Tmall in the spring of 2018.

10 years ago, H&M opened its first store in mainland China.

Today, the number of entities and online shops opened by H&M group in China has exceeded 500, with a revenue of 11 billion Swedish kronor (about 1 billion 300 million US dollars). H&M has opened more than 60 stores in mainland China in the 2017 fiscal year.

Comment: compared with other fast fashion giants, H&M has been mainly engaged in China's online market in the Chinese online market. However, China's booming electricity supplier market, coupled with the achievements made by competitors such as UNIQLO, on the electronic business platform, has stimulated its entry into China for ten years. At last, it has settled into Tmall. However, it is still unknown whether to access the larger flow platform to further enhance the success of the business.

9, Taiping bird A shares listed in the future force shopping center and e-commerce channels

Event review: at 9:30 a.m. on January 9th, Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") was officially listed on the Shanghai stock exchange.

It has become another Zhejiang clothing listed company after YOUNGOR, Semir clothing, wedding bird, Busen shares and Jiangnan cloth.

Taiping bird will issue 55 million shares for the first time, and its share of total capital will not exceed 20%.

The investment fund will mainly focus on marketing network construction, Taiping bird East clothing finishing distribution logistics center and information system construction. At the same time, it will also be used to add 238 Direct stores.

Comments: local clothing brands are setting off the tide of listing. As the domestic clothing retail industry is showing signs of warmer growth, more than 6 domestic clothing brands including song, IPO, fashion, La Natsu Bell, fashion and Anne have been successfully approved.

Listed on the brand, on the one hand, the funds will be relatively well-off, on the other hand, it can also make use of the listing to expand the influence of the brand.

But at the same time, Mass Phil, who has always been favored by the industry, can not be listed this year because of the litigation of stock disputes and securities dealers.

10, BELLE delisting, why the department store first floor old shoes do not?

Event review: at 4 p.m. in July 27th and founded in 1992, BELLE group, which owns 14 women's shoes brands such as Belle, Staccato, Joy&Peace and Tata, was officially delisted from Hongkong. This is the largest privatization project in Hongkong stock exchange so far.

After privatization, the high leverage capital will own 57.6% of the company's shares and become the new major shareholder of BELLE international.

Comments: at present, China's consumer market situation has undergone fundamental changes, consumer behavior has undergone fundamental changes, and BELLE failed to adapt to the situation and change in a timely manner.

Brand building is lagging behind, homogenization of products, slow development of research and development, lack of understanding of consumers and lack of independent marketing capabilities. BELLE CEO Sheng Bai Jiao said privatization may be the best way out for companies at present: "as a listed company, every quarter needs to disclose operational data, which makes management have to pursue some short-term profit targets, and privatization can provide greater room for the pformation of the company."

Lai Yang, Secretary General of the Beijing Business Economics Institute, said that the advantages and disadvantages of the "two generation" will exist simultaneously.

"Young people are more fashionable and willing to try new technologies and more daring to explore."

Mr. KB Boloni said that the custom furniture brand was also developed after Cai Ming took over.

However, quite a few of the two generation entrepreneurs have less entrepreneurial experience and more idealism. There is a lack of capital investment, output ratio and concerns about efficiency, and there have been many cases of heavy losses after burning money.

Over the past year, Taiping bird market, BELLE delisting, golden baby America bankruptcy shop, Hai Lan home change, handsome, 315 Oolong event, Shanghai first show, UNIQLO advance one antenna double eleven, United States brand upgrade, Mori Ma fans Festival... Not bustling; and new retail, smart stores, artificial intelligence, AR, experience, youth, consumer upgrade, consumer portrait and other keywords frequently appear, let us see the entire clothing market in the past year's self breakthrough and positive pformation.

In 2018, according to the "2018 clothing industry trend forecast" released by THE FASHION SHOP, the trend industry will continue to exert force; the investment and acquisition will still be a hot trend in the future; the integration of all channels and the market of children's clothing will also increase further; the domestic brands will recover greatly and the brand of domestic products will be upgraded.

At the same time, with the upgrading of consumption, new brands of new business, new leisure and new fashion will emerge in large numbers. The retail of clothing stores will be more scientific and technological, and the application scenarios such as fitting mirror and AR/VR will increase.

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