Depth Adjustment Period: Clothing Companies Are Becoming More Mainstream.

Yang Ziming, chairman of CABBEEN apparel board, said that for CABBEEN,

The brand emphasizes the design of self and personality.

Clothing products need innovation, and we need to adhere to the personalized design concept.

In the past two years, the most unwanted sight in the clothing industry has been seen: closing stores, discounting, clearing stock, closing up, and running the boss.

The viewpoints of "cold winter theory", "fatigue theory" and "inflection point theory" also follow.

Do not blindly exaggerate difficulties.

Faced with these doubts, some clothing listed companies said that the current adjustment and optimization is in a very benign structural improvement process.

In this regard, Hong Zhaoshe, chairman of Fujian Qipai Group Co., Ltd. said that Qipai still insisted on single brand, insisted on its own operation and promotion plan, and promoted it through multiple channels.

On the one hand, the domestic clothing market is in a deep adjustment period, and the terminal sales are slowing down; on the other hand, the company explores and implements "fast", which is the main line of the three or four line market.

"Mode, and franchisees also need time to run in, the franchisee quarter supplement less.

In order to overcome the homogenization of products, men's clothing enterprises have opened up new paths.

Among them, Hai Lan's home, Li Lang, CABBEEN and so on are outstanding.

Hai Lan home's annual report shows that the company implemented a big store strategy, the first half of the new "three in one", "two in one" brand linkage shop 44.

Since last year, Li Lang has cleaned up inventory and optimized channel management, raising the proportion of original products.

At the same time, through the strengthening of R & D and supply chain

In order to achieve the strategy of "upgrading quality without raising prices".

"We are now in the cycle of economic adjustment. Many contradictions and problems are intertwined, superimposed, economic growth shifting, structural adjustment, and the accumulation of contradictions in the rapid development.

This is a normal phenomenon in the process of adjustment and pformation of the market-oriented industry, and can not explain and represent the industry as a whole and mainstream. I particularly oppose the exaggeration of this phenomenon.

Chen Dapeng, executive vice president of China clothing association, said at the 2014 China clothing convention.

He believes that the current operation of the industry is "overall stable, adjustment and pformation".

Expanding platform integration to achieve closed loop business

In addition, M & A has become a means for garment enterprises to realize their respective needs and rapid development.

He spent 57 million yuan to purchase the operating assets of Guangzhou Yi Shuo Garments Co., Ltd. and Guangzhou Yi Ni Clothing Co., Ltd.

The Pathfinder acquisition "green field network", to create "multi brand + outdoor tourism service platform + outdoor vertical electricity supplier" outdoor ecosystem new system, Kaiser shares purchase hand travel company cool cow interaction, hundred round pants industry acquisition cross-border export retail business, global shopping and so on.

Now, the traditional brand has changed from online to offline.

Recently, in search of special 39 million 450 thousand yuan, 29 million 100 thousand yuan and 3 million 960 thousand yuan, in one fell swoop, the three major e-commerce brands, including "Mai Mai", "Hei world" and "Yun Si Mu", are in the bag.

In September 1st, the "E mall" shopping platform of nine Mu Wang was formally launched.

Lin Congying, chairman of the nine herd king, said that the integration of online and offline businesses closer to the essence of business was deepgoing, and a closed loop business of "marketing, sales, payment and service" was established.

Wu Jinwei, deputy general manager of the 543 model display prop company development, believes that the future development trend will be the integration of online and offline businesses. This is beyond doubt. The most ideal is that consumers can enjoy the convenience of online payment and have a wealth of offline experience.

Clothing enterprises in the depth of adjustment period show their abilities to save the "warm current" for the "frozen period" of the industry.

As Chen Dapeng said at the 2014 China clothing convention, "this kind of development environment is a good thing for the healthy development of the industry and the future.