E-Commerce Has Become A Booster For Pformation And Upgrading Of Apparel Industry

These brands, which are placed under the spotlight, have also attracted various interpretations.

For example, the revenue and profits of crack and silk slipped in 2014, and some people questioned the growth of the brand.

But many analysts believe that

As a new thing appearing in the commercial society in the past ten years, we should also examine and judge the judgment and analysis of the business community, taking into account the business background.

Moreover, many costumes

The performance of the data is also good.

For example, in the overall bad environment of the apparel industry, the revenue and profits of the rink and silk products have started to rise in 2015, and the revenue of Hui Mei is showing a trend of rapid growth. In 2013 ~2015, it was 5.90 billion yuan, 949 million yuan and 1 billion 141 million yuan respectively.

Li Feng, a well-known investor and a founder partner of Feng Rui capital, has long been concerned about and invested in the Internet. Now, new channels and new media, including consumption upgrading, are stacked together.

Opportunities, brand opportunities still exist immense.

Overall, the clothing market is frustrated, and the brand is still eye-catching.

When the rough growth can not adapt to the new business competition, whether it is traditional clothing enterprises or the Internet

Brands are looking for new growth opportunities -- traditional service enterprises accelerate the embrace of the Internet.

The Internet brand, including the Amoy brand, has begun to be meticulous in operation, and seeks new growth blue ocean by enhancing operational efficiency and optimizing supply chain.

In 2015,

Continue to be constrained by the weak consumer market, a large discount sale has become the norm. There are even a lot of enterprises to reduce the business on a large scale. This downturn is not only affected by the scouring and branding brand, but also many traditional listed companies are more vulnerable.

At home

For example, the brand Metersbonwe (2015) shows that the first loss in the 7 years of the US bond market has been achieved in the 2015, and its net profit in 2015 has dropped by 396% over the same period last year, with a deficit of over $400 million.

Under the line of 2012, the United States has exceeded more than 5000 stores, but by the end of 2014, there were only 4000 more.

And ZARA, MUJI, UNILO and many other international

When brands enter China, consumer habits gradually migrate to the Internet.

The impact of shopping has also become a "US state".

Market share is an important cause of diversion.

Net profit fell year by year, not only in the United States.

According to Wind statistics, as of the end of April this year, the annual reports released by the 35 clothing listed companies in Shanghai and Shenzhen two cities showed that 16 of them appeared net profit decline, accounting for nearly 5 percent, including the 16 shares of the group.

11 companies, including both operating and net profits, have both declined.

The Hsin Ho (Xiamen) Garments Co., Ltd., which submitted the IPO application to the company almost the same period, has clearly stated that the economy has been in the adjustment cycle since 2012.

There is a sharp decline in the situation, and there are some fluctuations in the company's earnings indicators, especially in 2015, which was affected by the slowdown in the economy and the weakening of the consumer market, and the company's operating profit dropped by 32.13%.

It is hard to finish eggs under the nest.

In the analysis of the reasons for the decline of revenue in the prospectus, it also points out that the slowdown in the macroeconomic growth will have a negative impact on the overall consumption intention and consumption ability of the society.

As the market competition intensifies and the trend of online traffic is fragmented, the traffic volume of women's clothing consumer is continuously diverted, resulting in a decrease in operating income in 2014.

At the same time, the company pays attention to the long-term training and encouragement of core employees, and has formulated and implemented tens of thousands of equity incentive plans, which is also the main factor leading to the fluctuation of profits and losses in 2014.

The company has actively adopted various coping strategies, such as vigorously promoting multi brand and multi category business strategy, and further concentrating its efforts on designing high value-added links such as R & D, operation and sales.

A year later, these strategies began to see results.

Data show that revenue and profits in 2015 have begun to rise.

stay

In the case of poor overall environment, the main income of Hui Mei has shown a rapid growth trend.

According to its prospectus, the company's operating income in 2013 ~2015 was 5.90 billion yuan, 949 million yuan and 11.41 billion yuan respectively.

In the prospectus, Hui Mei explained why its revenue grew rapidly. The company also complied with the good momentum of online shopping consumption and relied on strong online brand incubation and operation capabilities.

E-commerce has become a booster for pformation and upgrading of apparel industry

With the rapid decline of offline business, the development of online business seems to be the best choice for apparel companies.

According to La Natsu Bell's fourth quarter earnings report in 2015, group revenue in 2015 increased by 16.4% and 12.9% compared to 2014.

But data showed that La Natsu Bell's same store sales declined last year, while the growth rate of same store sales in 2015 was negative 3.2%, compared with 1.7% in 2014.

And in the overall proportion, La Natsu Bell's sales in 2015 dropped from 99.5% to 93.5%.

Where does the overall growth of brand and the steady development of offline business come from?

La Natsu Bell launched in August 2014.

Take the same line and the same price model, and hundreds of offline retail outlets cooperate with online ordering and offline delivery strategy.

In addition, in February 2015, La Natsu Bell invested in the Internet brand seven grid, online business operation and management, through fans marketing, WeChat, micro Tao and micro-blog online platform actively interact with fans.

In 2015, La Natsu Bell ranked third in the category of Tmall ladies.

According to its earnings report, the expansion of online network channels and the rapid growth of online platform revenue have become an important source of La Natsu Bell's revenue growth.

AI media consulting CEO Zhang Yi believes that in the past, it is difficult for brands to obtain effective data from terminal consumers and track accurate inventories, and the more direct result is dilution of profits.

The electricity supplier channel can save the cost of the traditional channels, and the cost of the platform and online operation is lower than that of the line rent and maintenance.

Hsin ho mentioned in the prospectus that the company's sales channels are mainly franchised channels (distributors, franchisee, direct affiliate), e-commerce channel and direct channel. Group buying channel, international trade channel and TV shopping channel are subsidiary.

It is noteworthy that in 2013 ~2015, the gross profit margin of the company's e-commerce channel was 56.71%, 51.98% and 46.86%, respectively, compared with 33.93%, 34.74%, 33.97% of the main business gross profit of the same period, exceeding at least 12 percentage points.

although

The environment is weakening, but the apparel industry's online business is still developing steadily. Taking women's wear and men's clothing as an example, from the data analysis report of the electricity supplier in 2015, we can see that in 2013 ~2015, the online sales of women's clothing still showed an upward trend, an increase of about 21% compared with the same period last year, but the growth trend of new and old customers was convergent. However, the proportion of the old customers' contribution did not decrease because of the new customers' entry. Men's clothing increased by 28.73% in 2015 compared with the same period last year.

Traditional brands and foreign brands have been actively launched, and the mode of online and offline integration has become an inevitable trend in the development of the apparel industry.

A large number of offline brands on the line stimulated the rapid growth of the online market, which also allowed online.

Fighting is more intense, but at the same time, it also means that brands have broken the barriers between online and offline, and have been competing in the same pool.

In contrast, offline brands have strong supply chain and superior brand advantages.

The brand is also complemented by this lesson.

Tang Feng said that in 2012, after accepting investment from Jingwei and Sequoia, it decided to make the listing a goal.

Since then, it has begun to standardize the business, finance, taxation and management, and has invested a lot of energy and resources in the regulation.

It is understood that

The budget system has been improved, and the turnover rate of single brand can reach 4~5 times.

The rolling budget of Matthew effect controls the risk of inventory very well and makes the turnover rate of the group accelerate. Every two months, the goods are all new. On the one hand, the word-of-mouth of suppliers becomes better, and the other side can form good cash flow, thus forming a virtuous circle.

In the face of the short supply chain that has been criticized by Amoy brands,

Brand is also forming a more suitable supply chain for the speed of electricity supplier.

Tang Feng revealed that it took four years to build up its own IT team, and developed a full supply chain system including planning, R & D, production, sale on the shelves, docking, storage and distribution of all platforms, including intelligent BI system.

Li Feng, founder partner of Feng Rui capital, also said that now, new channels and new media, including consumption upgrading, have been stacked together.

When it comes to brand growth, he thinks the most important thing is brand ceiling and category ceiling.

Look at the growth efficiency of single brand sales, two look at brand power indicators.

With the increase of sales and the increase of passenger costs, the real branding enterprises should not decline, at least at the same time.

Many Amoy brands, despite the fact that the profits are not too much at the moment, their gross margins remain at a good level.

Why does the capital market give the electricity supplier brand a higher premium?

"Relying on the online brand, the store has insufficient operating capacity and lack of relevant experience. The road to development under the line will be bumpy."

This is one of the reasons why some people are not optimistic about the listing of Amoy brands.

In fact, this speculation is not groundless.

For example, in September 2011, Yin man's first physical store landed in Guangzhou. However, due to the lack of traditional retail genes, it was difficult to get through online and offline. After a long time, the offline project was aborted, and the first line store in Beijing Zhuang Sheng Guang Guang Department Store in 2012.

However, after several years of precipitation, in July last year, he chose to start the business again.

Ma Xiaobo, the project leader of 1000 cities and thousands of stores, revealed that after evading previous mistakes,

In 10 months, the number of outlets has already reached 300, and 87% of them have already made profits. In the prospectus, it is also emphasized that once the fund-raising is completed, expanding the line will become an important starting project and full of confidence.

Some people may think that quite a lot of Amoy brands are low, but Hong Tao, chief analyst of GFA's new consumption, said, in fact, the brand name of Amoy brands is in the way of help.

Channels have shortened the links of intermediate channels and improved the cost performance of commodities.

On the other hand, Amoy brands have their own styles, forming their loyal fans to meet the needs of consumers' personalization and fast fashion.

Hong Tao also said that the Internet brand with the help of

With the rapid growth of traffic dividends, the sustainability of the brand life cycle will be more concerned with the size of the volume.

In addition to revenues and profits, the focus will also be on whether the Amoy brands have the core competitiveness of clothing brands, including front-end brand operations, category and channel development capabilities, product design, new capabilities, back-end information systems and supply chain management capabilities.

Simply speaking, on the one hand, whether the Amoy brand can seize the new traffic bonus, such as social business, net red economy, etc., on the other hand, whether the brand can realize flexible supply chain, speed up capital turnover and improve inventory control.

Luge, managing director of Sino Thai securities, said that with the successive listing of Amoy brands, this systematic phenomenon will be discovered by the market. If the brand of the brand with ALI is imprinted, if the performance is good, there will be another new one.

When submitted to IPO, investors may feel that this is a black horse jumping out.