Local enterprises take the initiative to innovate business models
Recently, with the announcement of the performance of the 2017 apparel industry, the high growth in the e-commerce sector has attracted the attention of the industry. Under the new retail model of online and offline collaboration with logistics, many apparel companies, including the Yipai apparel brand, are overweighting e-commerce and launching O2O to build their own new channel model.
Service enterprise e-commerce field will grow higher
Recently, a report by Shen Wan Hongyuan pointed out that at present, the retail recovery of branded apparel is continuing, and the industry as a whole maintains a warming trend. In its 2017 apparel industry report performance expectations, the report pointed out that the textile and garment industry has benefited from export growth and maintained growth. The e-commerce sector is expected to perform well.
The report predicts that the recovery trend of men's and high-end women's wear will be more obvious in the 2017 mid-year report of key enterprises in the textile and apparel industry. Among them, the leading companies in the e-commerce sector will have a high endogenous growth, and there will be nine companies with a growth rate higher than 30%. Including songs, search, special, Langzi shares, Huafu color spinning, etc.; and the growth rate of less than 30% of the company will have 13, including the Qipai clothing brand Jiu Muwang (18% growth rate, in line with expectations, The recovery of men's wear continued, the trend of brand stores actively expanded), seven wolves (10% growth rate, in line with expectations, channel adjustments are gradually completed), and Luolai life (10% growth rate), Haishu home (7% growth rate), noble birds ( Growth rate of 6%), Senma clothing (5% growth rate) and so on.
The high growth in the e-commerce sector stems from the rise of the new retail model. At present, both offline offline retail and online e-commerce have their own advantages and disadvantages. How to continue to retain the advantages of physical stores, but also to embrace the Internet, whether it is a brand rooted in the Internet, or a traditional brand looking forward to transformation, this is a big proposition. In this market context, the "new retail" model combining online and offline has emerged.
The so-called "new retail" model is to achieve online, offline and logistics connectivity. Traditional retail companies use the advantages of the Internet to expand sales, while reducing the cost of high-end stores, complementing short-term, and taking advantage of each. While traditional clothing brand enterprises provide a place for consumer experience, they should also make full use of the Internet platform to establish real-time interaction with consumers.
Local service companies have launched new retail
Faced with the changes in the market structure, many Quanzhou brand enterprises seized the opportunity to actively innovate the business model. In December last year, Tiger Capital signed a joint venture contract with Shenzhou Jike and Li Bingqi through its subsidiaries. Through the above contract, Hudu, Shenzhou Jike and Li Bingqi jointly invested 10 million yuan, 6 million yuan and 4 million yuan to establish a joint venture company. The joint venture company acquired the online platform V+ online platform of Vanke Technology. The platform is an e-commerce platform that operates from 3C products to luxury goods and other types of goods, mainly serving the main crowd of online shopping after 85.
Under the new retail model, Tiger relies on Vanke's third-party platform. In just a few years, it has accumulated more than 20 million users and thousands of brand owners. With the advantage of platform, Tiger has continuously integrated traditional enterprises with Internet technology. The vertical platform of Class 3C is Suning Tesco and Gome Online. It is understood that Tiger will strive to make this platform the largest textile platform in China within three years, covering many categories such as clothing, home, leather goods and home textiles. Users can enjoy the same price service as stores and e-commerce, and open up barriers between online and offline, so that traditional retail brands can be familiarized by more consumers and realize the online and offline “new retail†market structure. The relevant person in charge of Hudu believes that compared with online e-commerce, the advantage of physical retail stores is to solve the demand of people's “impulsive consumptionâ€, and “experience-based consumption†has become the magic weapon for traditional retail stores; e-commerce through the network platform and Consumer interaction effectively saves on sales costs and greatly improves shopping efficiency, and integration development is the next step for both parties.
In this regard, Zhou Shaoxiong, chairman of the Seven Wolves, also said that now seven wolves have shifted from the traditional clothing industry to the retail channel service industry, while actively shaping the brand and building their own culture. "The development of e-commerce has changed the traditional trading methods. Online platform trading has changed the way people consume. At present, the seven wolves are not only actively using various public e-commerce platforms such as Tmall and Jingdong, but also self-built their own brand official mall. Provide consumers with a full range of online consumer experience." Zhou Shaoxiong said.
It is understood that in 2015, the seven wolf online business in addition to the original inventory cleanup function, tried to carry out more e-commerce new products such as outdoor series sales. At the same time, as an important channel for the sales of needle-spun products, the needle-spun series products contributed more than 270 million yuan in sales revenue to the company's online business. In 2015, the company's e-commerce business achieved operating income of approximately 700 million yuan, an increase of more than 60% over the same period last year. In 2016, the online market of seven wolves continued to maintain a relatively high growth rate, achieving a total operating income of about 900 million yuan, an increase of more than 30% over the same period in 2015. The sales revenue of the needle spinning series products was about 400 million yuan, a year-on-year increase of more than 50. %.
Channel transformation has become the way to upgrade enterprises
Not only that, the new retail model of the apparel industry has become an industry trend. Recently, the menswear brand Haishu Home has improved its warehousing and logistics efficiency, increased the intensity of Internet advertising, and constantly increased the brand's attempts in the IP field. At the same time, Ningbo Taiping Bird has been increasing its store expansion since it landed in the A-share main board market in 2017. In its prospectus, Taiping Bird said that it will spend a lot of money on e-commerce construction and store expansion, and O2O will be a new trend in future sales. The data shows that among the current business of Taiping Bird, shopping malls and e-commerce are the fastest growing. The compound annual growth rate of sales in 2013-2015 is 47.51% and 67.29%, respectively, which has become the core growth source of the channel.
Industry insiders pointed out that it is clear that the new economy represented by e-commerce has improved the efficiency of social operations, and various new business models and commercial formats have emerged one after another. This new round of technological revolution may bring about tremendous changes in the future of business. Traditional brand companies rely on the advantages of funds, channels and supply chains accumulated before, and have more opportunities to participate in the transformation of new models than social capital. The winner of this round of change may become the leader of the next round of business.
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