How To Manage Domestic Brand? What Way To Go?

According to the world clothing shoes and hats net, in recent years, many Chinese

There are 20th anniversary celebrations for brands, such as the upcoming celebration of Icicle, and last year's celebration of 20th anniversary, the first Chinese designer brand exception Exception de Mixmind.

Having a life cycle that can persist for twenty years and constantly bring new ideas to consumers is not easy and worth celebrating.

Since the reform and opening up, many brands have also achieved success in the capital market and went to the market.

At home, the earliest enterprises to make clothing brands and listed are

Brand YOUNGOR and Shanshan almost landed in the capital market in the late 90s, when Icicle and exceptions were just created.

But for now, YOUNGOR's main business is real estate. In the stock market, we have not categorized it in the textile and garment sector, but the main industry of Shanshan has shifted to lithium batteries. The first batch of entrepreneurs who started the reform and opening up completed the original accumulation in the clothing industry, and then went to a diversified operation.

Since then, the second groups of garment companies have been listed for nearly 10 years. The birds in 2007 are listed, Metersbonwe is 2008, and Semir is 2011. The former fist products, like YOUNGOR and Shanshan, are mainly men's suits, while the main categories of Metersbonwe and Semir are casual wear routes.

In the past, YOUNGOR's target brand was Boss, Boss was divided into different branches, and YOUNGOR also planned to separate product lines, such as: launching the golden YOUNGOR series of all imported fabrics.

Shan Shan wants to take a multi brand line. At that time, dozens of brands within its group.

Two competitors from time to time will fight to fight, but looking back at two strategies are all right. Boss is not yet in the ascendant, but at least it is stable. As for multi brand group, it is strong and strong. Even Coach and Michael Kors bought Kate Spade and Jimmy Choo respectively to start a multi brand group dream.

Although the demand for clothing business is growing slowly, for many industries, it is still a rigid demand category in clothing. In addition, there is also a huge uniform market, which can also be used for other enterprises OEM, order production.

Metersbonwe and Semir made the brand of Hong Kong casual wear that year, and joined the agent Street route, and went deep into all parts of the country.

However, the biggest problem of casual wear is that consumers will iterate, and as consumers grow older, brands will instantly lose target consumers.

The industry's second time Semir launched the balbala children's clothing, directly facing the second generation of the original target consumers. At present, the sales of children's clothing reaches 5 billion, which is close to the group's turnover of 50%.

Metersbonwe, the industry leader, has undergone massive adjustments over the past few years. It changed from a single leisure style to five styles, namely, leisure wind NEWear, trend fan HYSTYL, urban light business N vachic, street interest MTEE and Sen ASELF.

Deep level is the pformation of channels, recognition of the failure of the Internet pformation, and the full turn to the shopping center under the regression line. In addition to the second tier cities, it is necessary to go deep into the 345 line and launch a variety of versions of shops. The area is from 150 square meters of multi style capsule version to 1500 square meter full style ultimate, which has been tried since last year, and it is said that it has received a good response.

It is worth mentioning that at present, the biggest market of domestic clothing listed companies is Hai Lan home, whose market value exceeds 40 billion yuan. Last year, its sales volume exceeded 17 billion, positioning in the "national brand", without obvious fashion attributes instead of being influenced by the trend; and another market leader ranking in the market, directly facing three or four line cities, through its own 10 sub brands in the 2000 national "frontline front" collection stores.

Apart from the listed companies, Hai Lan home is also a Chinese agent for Italy menswear brand Canali. Its understanding of brand is very deep.

Search for special investment in a large number of e-commerce clothing brands, cotton, hemp, large class and ethnic style products, these market segments are not in the forefront of fashion, but huge demand for Chinese market understanding is very deep.

In the past two or three years, clothing companies listed in the women's clothing industry, Vigna S for 2014, in 2015, the "Zheng Zheng", "Taiping bird" and "Japanese broadcasting" are listed on the market this year, as well as the suspension of IPO.

These brands are positioned at the middle and high end to catch up with the rapid development of China's fashion industry. The higher gross margin makes it more diversified in the channel than in the low price casual wear, and the department stores, shopping centers and street shops are all successful, making the brand enter the one billion club successfully.

Today, the price earnings ratio of China's stock market is the highest in the world. A few days ago, a piece of news was ironic that China's gem had fallen to the NASDAQ level after two years of steep fall.

This means that the clothing companies listed in China can raise more funds, so that money can stride forward to realize the brand dream. However, the capital market needs to hand in the answer every year, every half a year and every quarter, while the brand development in traditional sense takes a long time to accumulate. Catching up with a duck is often counterproductive.

Take the clothing companies that have been listed for two years to see, some brands have seen a decline in their performance, so it will be difficult to maintain their original valuation and share price, and many of these brands have insisted that they will adhere to the main garment business. Therefore, mergers and acquisitions have become the simplest way to improve the performance of consolidated statements, and now it is just that many foreign brands are waiting for the price to come up, perhaps this is the mainstream of this round.

Before the stock market crash, vicknus launched a 4 billion 400 million increase in the last year's acquisition of the Korean brand Teenie Weenie, while the company gradually acquired the German brand Laurel, the French brand IRO and the American brand Ed Hardy, while Taiping bird invested in the French brand Alexis Mabille and vigorously developed its brand resource structure.

Whether we are going to take the same path is whether we are going to do the same.

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