Apparel business transition period is difficult to meet

In 2013, seven wolves, one of the benchmark enterprises in China's apparel industry, appeared for the first time in the decade since the listing of the market, with a decline in revenue and net profit of more than 20%. Sales of all five categories of products have all been negatively negative, with 500 in one year. In the general slump in the apparel industry, during the period of transformation and upgrading, China’s local apparel companies are facing difficulties, and they are looking for opportunities.

The most recent event in the textile and apparel industry was the 2013 financial report released by Seven Wolves. Last year, seven wolves, one of the benchmarking companies in China's apparel industry, appeared for the first time in the decade since the listing of the market, with a decline in revenue and net profit of more than 20%. Sales of all five categories of products dropped negatively, with 500 closed in one year; including Lilang, Bosideng, Dayang Creation, and other clothing brands have also experienced varying degrees of decline. However, apparel companies have shown confidence in the future market. In addition to Fortune Bird and Cabin, the companies listed in Hong Kong last year submitted a financial statement that satisfies shareholders. In addition, other apparel companies also exerted their efforts and hoped to find a "first mover" in the "crisis".

“Basically, we now maintain the speed of opening a new store every day.” Shi Mingxiao, general manager of Backstreet Boys Clothing, said happily that during the “May 1st” period, the Backstreet Boys’ “men's wear” profile brand was in Anhai, Fujian and Yichun, Jiangxi. Even three stores in Jiangmen, Guangdong Province opened their stores. At the same time, Wolves Clothing has recently opened a number of stores in Shangyue City and Wanda. For its Chairman and Artistic Director, Liu Yiqun, the most concerned is the “same table”. "Your" box office, "Now has exceeded 200 million." Liu Yiqun said that the continued increase in the box office will also promote the sales of the Wolves clothing star models; "This year's overall plan is "stability for progress." Chairman of Jinyuan Clothing Hong Shaopei used "OK" to describe the sales in 2013. "Jinyuan this year is mainly 'diligently working'."

Garment industry: No reform, equal to death

"If you don't reform, you can only wait for death." Zhou Shaoxiong, Chairman of Seven Wolf Company, said in an interview with the media that he was "not satisfied" with the status of the seven wolves. “Even industry leaders say that they must reform, we must reform, what else are we afraid of!” Wang Qin, executive director of Gage (China) Weaving & Dyeing Clothing Co., Ltd., believes that the apparel industry has now entered an era that requires "new changes." Whether it is a brand operating company or an OEM company, "Gage also needs self-revolution." It is understood that today's seven wolves are undergoing a major reform of the organizational structure, from the previous production-oriented organizational structure to a retail-type organizational structure, the establishment of marketing division, brand division, e-commerce company, supply chain division, IT (background) The five business divisions of the business department.

Take an unusual step

"We want to 'not take the unusual road.'" Shi Mingxiao said that the current trend of men's fashion is a foregone conclusion, the Chinese men's market is in line with international standards, fashion-oriented consumer and consumer attitudes are undergoing dramatic changes. In Shi Mingxiao's opinion, the development of high-end men's wear, to increase brand value, the pursuit of high-grade, good fabrics, version of the style fashion, precision farming, wearing a comfortable men's brand in the rapid development of the economic tide can find more Great development opportunities, "individual brand style is particularly important." In order to avoid homogeneity, must be adjusted quickly based on market trends, the market has 50 brands, it is necessary to do not like 49 other brands. Alienation is rapidly growing with its fast-fashion market agility and personalized design style. “Our design team has 18 outstanding designers, and we are holding on to the international fashion trend with a fast fashion brand supply chain to maintain product positioning. Style, with fashionable men's new trend to lead the market."Shi Mingxiao said, shaped brand only requires two points, one is "fast fashion", the second is "make money", "only when the combination of the two can be invincible Land, both are indispensable."

Open up the "second battlefield"

Wolf Road, always adhering to the "China's first denim brand" historical mission, in the name of the designer brand, although the environment is not good, but it can not stop the determination of Liu Yiqun to accelerate the extension of the store, and through the fashion week, film implantation, etc. Great Wolf Road's brand promotion efforts; Jin Yuan, not only puts on the forefront of the industry, but also through the WEWE brand to open up the "second battlefield", to enter the more popular, diversified fashion women's field, with the famous European brands such as the force of the world, " At present, I am also concerned about some marketing projects that are more suitable for Jinyuan.” Hong Shaopei said that while practicing internal skills, he must also look for fighter extensions to achieve “a two-pronged approach.”

"Overall good, some increase over the same period of last year." Qiu Yongxing, head of the e-commerce firm of Birds of Fortune Bird Group, introduced that this year, Fortune Bird has increased sales channels such as Vipshop's attention to traditional e-commerce channels such as Tmall and Jingdong. "According to this schedule, this year should be able to complete the group's target."

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