The Second Revolution Of The Pioneers In The Clothing Industry

Here world clothing shoes The little weave of the hat net is introduced to you. Clothes & Accessories Industry: the second revolution of pioneers.

According to statistics from the Ministry of Commerce, in 2013, the scale of China's online shopping market reached 1 trillion and 850 billion yuan, accounting for 7.8% of the total retail sales of consumer goods. As the core category of online shopping channels, clothing has also taken an express train with high speed. In the 2008-2012 years, the size of China's apparel online shopping market increased from 18 billion 100 million yuan to 318 billion 900 million yuan. It is expected that the scale of 2013 will exceed 500 billion yuan, accounting for more than 25% of the total online shopping market. According to Euromonitor estimates, the penetration rate of apparel network channels is 15-20% in 2013.

The development of Chinese clothing e-commerce began in 2003, and the outbreak of SARS greatly stimulated the demand of online shopping for residents. In 2005, PPG started the B2C mode. In April 2008, the comprehensive B2C platform Taobao mall was founded (in 2012, renamed Tmall), and the local B2C transaction started. After 2009, traditional clothing enterprises gradually stepped into the channel of e-commerce, such as seven wolves, good news birds, Luo Lai home textiles, fuanna, etc., or with the help of the third party business platform, the establishment of an e-commerce flagship store in the form of Direct stores, or the establishment of an independent B2C trading platform, such as BELLE, and so on. The pattern of clothing B2C transactions has expanded rapidly, and its share of the total scale of online shopping has also increased steadily.

2013 is the first year of clothing enterprises to test water O2O, and more and more traditional brands have made substantial progress in O2O innovation. In the A apparel enterprises, Pathfinder, Mei Bang dress, fuanna and so on are in the front. The concept of O2O has also added wings to the price of apparel companies. Spin Clothing index overall outperformed the Shanghai and Shenzhen 300 index, the relative gain of 21% (with photos).

However, the local traditional brand enterprises hope to rely on O2O Dongfeng, still face several major problems: first, online shopping is cheap and cost-effective, and the role of the rapid rise of apparel network channels is self-evident. Up to now, nearly 50% of users consider the first factor of online shopping consumption is still price factor, but because of this, the development of the whole industry has also fallen into the online low price vicious circle of online and offline passive high price and sacrifice profits. Secondly, the comprehensive electricity supplier platform has the right to speak, and the competition brands are various and dispersed. In addition, pure electric clothing brand is light assets, while the traditional brand has relatively high inventory rate, and its own supply chain management level is not enough.

As the pioneer of e-commerce, the apparel industry needs to innovate again. In drawing lessons from the successful experience of overseas brands, it should formulate O2O strategies that conform to local enterprises, integrate online and offline, realize the integration of commodity and price, sort out the profit distribution mechanism, coordinate the interests of direct and franchised Enterprises, and continuously improve the level of supply chain management.

Local brands try water O2O

At present, the leading role of China's Internet and mobile Internet channels is still a comprehensive platform and emerging pure e-commerce clothing brands. Most traditional brand clothing enterprises still do not know enough about the nature and importance of O2O. Even in the past two years, the proportion of traditional enterprise e-commerce channel sales has increased rapidly, but it has become a tool to clean up channel inventory.

In 2013, more and more traditional brands have made substantial progress towards the O2O direction on the basis of learning from overseas successful experience. A shares apparel enterprises Pathfinder, Mei Bang clothing, Fu Anna and so on in the front.

Foreign brand inspiration: win win online and offline

The development of overseas apparel industry shows a pattern of multiple equilibria. This is because the maturity of the apparel industry has reached a higher level when the electricity supplier is emerging, and the share of the market share is relatively high, and the brand enterprises have the right to speak.

Take the United States as an example, from the first men's clothing factory in the United States in 1831 to the mid 90s of last century, the Internet based business model began to rise. As of 2012, the scale of Internet channel transactions in the apparel industry has reached 33 billion 362 million US dollars and penetration rate is 9.2%. In the top ten apparel websites of the United States, all kinds of channel platforms have a place. At the same time, the sales volume of the top ten clothing companies reached 19.2% in 2012, and the market concentration was relatively high.

Coming to the O2O era, the Japanese UNIQLO and the Danish group were the brand of the earlier test O2O, and the American GAP online sales experience was very rich. In June 2013, O2O began to test the water in the US market. Online and offline integration is the outstanding feature of the foreign brand O2O development mode (schedule).

The most "O2O" list in clothing industry

Company name, stock code, P / E ratio

(TTM) total market value

(100 million) O2O fusion degree

Grade

Pathfinder 30000527.8975

American Apparel 226921.5783

Fuanna 232714.3347

Nine herd king 60156612.2860

Seven wolves 202919.359

Roley home textiles 229316.3857

Search for special 250316.7741

Data sources: Wind information, new wealth / Note: total market value, price earnings ratio data as of June 26, 2014.

Pathfinder: cross border O2O of clothing + online travel

Pathfinder is one of the largest outdoor products enterprises in China. Its outdoors clothing and shoes have maintained a growth rate of over 30% over the past 7 years, and sales revenue in 2013 has reached 1 billion 440 million yuan. However, as more and more domestic and outdoor brands enter and industry competition becomes more intense, the growth rate of Pathfinder's income begins to decline.

To this end, it began to transform from a single outdoor product provider to "goods + service" outdoor travel integrated service provider. In 2013, the strategic investment in Singapore's listed companies, Asiatravel (shareholding 21.22%) and green field network (which may eventually hold 55.67% indirectly), completed a preliminary change.

Greenfield is China's earliest outdoor travel activity website. According to Pathfinder, in 2013, it had 3 million registered users and more than 400 thousand participants in green field activities. From clothing to online travel, although there is a certain degree of correlation between the two industries, the crossover range is not small. It reflects the combination of managers' Internet thinking online offline stores and online outdoor networks. The profit mode of the green field network is an outdoor tourism agent and exhibition platform, providing integrated services for guarantee consumers, travel insurance and product recommendation for consumers.

Pathfinder plans to build 1600 stores in the country into the base of the green field. In this year's store upgrading, the Pathfinder transformed the store's function from sale to comprehensive service, and opened up a special area for the leaders of the green field to interact and start gathering. Of course, offline stores can provide users with other sales and services, and eventually form a closed loop with the one-stop integrated services such as online outdoor travel information, outdoor community communication and financial services, and continuously enhance the viscosity of users, so as to achieve the three win win of outdoor service providers, outdoor enthusiasts and outdoor travel integrated service platforms.

The travel products service of Asiatravel, a listed company in Singapore, has covered 17 countries and regions such as Singapore, Malaysia, Philippines and China. It can provide online payment of 14 major currencies. The purpose of this investment is to draw on its experience in outdoor travel service and the advantages of backstage information technology, expand the overseas travel service market, and accelerate the implementation process of its outdoor travel service platform strategy.

domestic Outdoor products The per capita sales volume is less than the 1/30 of the European Union, and the proportion of people taking part in outdoor activities is also very low. With the development of personalized deep experience travel, the potential growth potential of the potential outdoor consumers is huge. However, the competitive situation of outdoor brands at home and abroad can not be ignored. In search of outdoor products in Tmall, there are as many as 200 brands of assault clothing. Although the multi brand strategy of Pathfinder + Greenfield +Asiatrave has been established, how to stand out from the fierce competition with its O2O mode should be the focus of the next management. Pathfinder is currently earning 26 times earnings and its total market value is 7 billion yuan.