Traditional Garment Enterprises Are In Urgent Need Of Change.

As time goes by, 2018 is about to become a history. Through a year's observation, journalists find it too traditional.

Enterprises are in urgent need of change. It is particularly important to explore different directions of innovation on the basis of a solid foundation. It is very difficult for non-standard clothing industry to have standardized, fixed and template cases, but need to adjust and make changes according to their own characteristics.

Clothing leasing: Ali investment hot, it is difficult for players to enter the game.

The life style of the lease is not strange, and the wind of sharing is popular in recent years, but the final result is basically cool.

Garment leasing began to pour out a number of enterprises around 2015, and it has to be said that its appearance has filled the clothing.

The blank area also brings fresh feeling to consumers in the consumption experience.

Of course, there is a domestic model. One is the successful case of Rent the Runway, which has been listed abroad. Two, the new generation of consumers needs more fresh experience. As a manifestation of the external and personality of a person, the demand for personalization and diversification becomes more and more intense. The third is the support and affirmation of investors.

The following is the investment and financing situation of garment rental enterprises in 2018:

I have to say that for five years, the players in the market are less and less, and it is very difficult for new players to enter the market. Insiders say that if the support is not supported by Ali, it will be hard for us to survive the capital cold winter. From the investor side, the Alibaba and the ants' gold clothing are being wrapped up in the.

In any case, the clothing rental market will not disappear in the long run, but it will be difficult to form an outbreak in the short term.

After all, the health and safety problems of daily clothing rental and the change of user concept take time to solve.

Garment customization is not favored by investors but difficult to make.

The traditional clothing customization is tailored by tailor's hand. The cost is high and the price is high.

With the upgrading of consumption, high-end clothing customization has gradually been customized to the public. Some consumers are willing to experience and enjoy the process and service of customized clothing.

In recent years, there have been a number of start-ups focusing on clothing customization, such as Yi Bang people, MatchU code, LESS&MORE and so on.

Clothing customization enterprises are not very few and have a very short time to set up, but few of them can run out of the track. Before that, Yu Li Da told reporters that the clothing customization area mainly focused on fine operation rather than capital drive. Finally, the supply chain and operation capability instead of capital were the main competition. The field of garment customization is a long-distance running project. It is not appropriate to expect to go all the way to the sky. The influx of capital is unfavorable to the development of the industry.

Whether this view is true or not, most enterprises have not made breakthroughs in the field of capital.

Clothing customization is a relatively traditional and difficult to form a draught area. First, from the number of players, most of them began to be established in 2014 and the financing level is not high. Besides, the entry of the capital side is obviously not hot. In addition, reporters believe that the frequency of consumers choosing to customize is not high and the cognition is not mature now. Most of them regard customization as a part of the upgrading of consumption. Therefore, the popularization of large scale consumer groups takes time to precipitate, and it is difficult for each person to form standardization.

Continuous acquisitions, continue to sea

According to the world clothing and shoe net, the most noticeable and hot topic in recent years is Anta sports 4 billion 600 million euros (about 36 billion yuan) to acquire the parent of the first ewe parent.

In addition, Semir clothing continues to exert itself in the children's wear market.

To speed up the overseas layout indirectly, in June this year, Semir Barbara first opened two direct stores in Hongkong. In the view of Semir founder Qiu Guang and Hongkong, it is not only a huge consumer market, but also the most important strategic fulcrum for Semir to take the lead in the world and the strategic platform for implementing globalization.

In March this year, Semir reached a long-term strategic cooperation agreement with North America's largest children's clothing brand The Children 's Place, jointly developed the domestic market, opened the first store in Shanghai in September, and then bought a 100% stake in the Kidiliz group with its own capital of about 844 million yuan in early October.

Through the acquisition of M & A and the expansion of overseas stores, the first step is to promote multi brand strategy and diversified development. Two, for example, the current market situation of children's wear market is very good. As soon as possible, we seize this cake and focus on the layout. Three, cooperation or acquisition with foreign brands is laying the groundwork for the domestic clothing brand to go to sea. After all, when the product needs innovation constantly, it is very meaningful to learn from and learn from the new brands abroad and inject fresh blood.

Fast fashion brands fall

Enterprises can turn upside down against the wind and there will surely be a decline and defeat. Fast fashion brands have already begun to decline, especially in 2018.

Status quo:

In November 2018, TOPSHOP, the fast fashion brand, known as "the originator of the British high street", announced the closure of Tmall's official flagship store, calling itself due to the adjustment of its international business operation strategy, which alerting the development of its market in China. On the eve of the 2nd 12 th anniversary of this year, the British fast fashion brand New Look simultaneously announced its official WeChat public address, official micro-blog and Tmall flagship store.

As early as October 18th, New Look announced at the official website that its stores in China will be closed before the end of 2018; Forever 21 will continue to close shop, and management plans to withdraw from the French market in January 24th next year. Since 2016, Forever 21 has continued to shut down stores in Belgium, North America and Japan.

Another example is H&M's opening of cooperation with Tmall in March this year. Undoubtedly, it will turn its attention to the electronic business platform. At the same time, it will slow down the pace of opening stores and expand the business of electronic commerce as the focus of our work.

In addition, C&A also closed its first flagship store in Chunxi Road, Chengdu.

In fact, whether it is withdrawing from the Chinese market or launching the French market, it means that some fast fashion brands are in crisis, and the reasons are multiple.

Taking the Chinese fast fashion market alone, UNIQLO first entered China and made a good start. Then there was a large influx of foreign brands and the revival of domestic fast fashion brands.

The huge potential of the Chinese market can accommodate all but not long. After all, the precipitation of time has made the brands such as UNIQLO, Zara, H&M and other early entry into the domestic market precipitate a large number of consumer users. Therefore, the late entry will inevitably encounter "cold". In recent years, brand names have begun trying to save themselves by expanding the product line, such as the make-up line, and H&M and GAP are already testing the water.

It can be understood that in addition to product innovation and channel development, how to seize the hearts of younger generation of consumers is still the focus.

On the whole, the layout of overseas apparel companies has become the norm, and the fast fashion brand continues to be weak, so it is urgent to take new measures to get rid of the current situation.

The whole garment industry is quiet, because the long-term development of traditional clothing brands has been firmly rooted. The shuffling stage has not appeared yet, but the reporters found that in 2018, the good clothes store and love Inventory were two notable platforms, especially in terms of financing:

In addition, reporters in the discussion with Fang Jianhua, founder of Yin man, he said: "this year the entire garment industry has been a bit disturbed."

And respond to the 2018 summing up and 2019 foresight from five sides:

1, offline retail has gone through the "demolition and pformation" stage. Apart from the shops that have been shut down, most of them are slowly coming back.

2, policy adjustments, such as taxes and social security, may impact some enterprises, but this is a barrier for every sustainable development company.

3, there are new opportunities for brands, especially small platforms and new channels, such as live broadcast and short video.

4, the industry has entered a large synergy, we must never forget that the good product is the core competitiveness of the brand.

For Yin man, new retail is still the main strategy. This year, we invested in an intelligent manufacturing supply chain industrial park.

5, due to some uncertainties, the industry's pursuit of profits next year will be more intense than this year.

More interesting reports, please pay attention to the world clothing shoes and hats net.