"Clothing + Coffee" Mashup Economy Crossover Trend

A few days ago, Baozi announced that it would sell 20% of the fashion and clothing business for 600 million yuan, and the remaining 80% could be sold in 3 months.

The outside world once speculated that this is

Or a pition from "the fashion industry".

In response, Kenneth Chan, the real controller of baozi company, responded that the sale of shares was aimed at delisting the H-share market and returning to A shares.

"Clothing + coffee" mix up economy

Buying coffee accounts for 60% of consumption.

The afternoon sunlight shines into the windows and is integrated with the yellow light.

The brown wooden tables and chairs with bear bear LOGO are lined up along the landing windows. The other side of the white fence is divided, showing the new season's parent-child outfit and TW's peripheral products.

Mr. Yang ordered a latte and chose a window seat to sit down.

My daughter is going to school soon, and my wife is picking new clothes for her. Mr. Yang has plenty of time to have a cup of coffee.

At the next table, two girls in high school are holding the Winnie the doll and the sweet self.

Outside the window, carrying

People are passing through the flyover, and the cars on the road to the main street are flowing.

Following Nanjing and Hangzhou, in May 1st of this year, TW began trial operation at the life experience Museum of Chengdu general store. Apart from the complete product line, it opened up a coffee area consisting of 14 tables and 56 seats.

It is understood that this is the first time that TW has tried in Chengdu the business mode of mixed operation of "clothing + coffee".

A total of 8 shop assistants are responsible for coffee related catering services, including coffee, tea, juice, milkshake, cakes, biscuits, and so on. The price is equal to that of Starbucks.

In recent days, the reporter observed the business situation of the store and found that on average four hundred or five hundred people entered the shop on weekdays, and the number of people entering the shop doubled on weekends. Among them, young women accounted for more than 50%. From 13 to 20 weekends, the coffee area was basically full, which was the most busy moment for the shop assistants.

Transformation of "world brand"

Will develop electricity suppliers and more brands

The pformation of clothing brand is by no means accidental.

Recently, the 2014 annual report of the "world brand" Baozhuang company showed that the sales volume of baozi declined for the first time in 5 years, or 12.1%.

While revenues declined, the company's rental costs and advertising and promotional expenses rose sharply.

External analysis, which is affected by the decline in revenues and profits, and the rise of online shopping, is the first step in the pformation of baozi's "apparel" business.

For baozi will "quit"

"The industry" said Kenneth Chan, the real controller of baozi company, responded for the first time. "The core business of the group is fashion. We will not quit this industry."

The so-called "exit" is just a misunderstanding of the privatization of the company.

Kenneth Chan said.

The market value of baozi in the H-share market is about 3 billion 100 million Hong Kong dollars, or about 2 billion 600 million yuan.

The A company's price earnings ratio can reach 50-60 times.

"Baozi is carrying out capital restructuring in a planned way. After privatization, it will withdraw from the H-share market and gradually pform baozi's China business into A shares. We hope to create the largest luxury group in China."

According to introduction, Baozi is expected to increase 15-20 new stores this year, mainly in the first tier cities.

It will also develop electric business, expand more brands, and introduce younger series.

Retail industry complies with market pformation

Shopping mall "go to department stores"

In addition, the retail industry in Chengdu is also carrying out the pformation of "going to department stores" to pform the shopping center which pays more attention to experiential shopping, so that consumers can finish all kinds of consumption of beer and skittles.

In June 2nd, Thailand's central Shang Hang group's department store announced that it will close Chengdu the Mixc store in August, which also indicates that the largest department store in Thailand will withdraw from the Chinese market.

In addition, in May 11th, the 101 shopping Art Center of Chunxi Road business circle suspended business without notification to merchants. The Tianhong Department store, located in the red Pai Lou, will be officially closed in June 25th. It is said that the owner will build a community business center.

According to sharp data statistics, as of April 2015, the total volume of shopping centers in Chengdu exceeded 7 million square meters, ranking first in the country.

At present, there are 71 shopping centers in Chengdu's main urban area, 52 have been opened and 19 are under construction, with an average of 12 in each administrative area.

It can be seen that the competition form of Chengdu's retail industry is very severe, forcing some projects to pform.

The three department stores, which have been or are facing closed stores, are not self possessed property stores, which, to a certain extent, have restricted the development of shopping malls.

"Going to department stores is a trend in the development of shopping centers, and the withdrawal of Shang Tai is also based on the judgment of future retail trends."

The Mixc business responsible person.

Industry voice

"At present, there is no local clothing brand in Chengdu trying out the business mode of multiple formats and mixed operation." clothing + coffee "is aimed at increasing the flow of customers and the time of customers staying in the store. As long as the clothing is large enough, the coffee part can not make money.

"Clothing + coffee" may be the development trend of the fashion brand management in Chengdu in the future, but it will not rise in large area, because a store with an area of 30 square meters in Chunxi Road will only rent about 2000000 yuan per year, and most garment enterprises can not afford it.

Huang Wenzhang, President of Chengdu apparel (apparel) Industry Association

Expert opinion

"The new generation has broken the habit of shopping in physical stores, and is more inclined to buy online.

The form of "Internet +" has arisen, creating two generations of people who are inclined to light assets and emphasize technology, upgrading and upgrading from traditional industries.

"TW clothing store pformation" clothing + coffee "is a complementary marketing strategy, and also strengthens the enterprise's own industrial chain.