In the past two years, under the impact of sluggish consumption, weakening external demand, increasing costs and other factors, the development of the clothing industry has fallen into a low ebb. Most enterprises have high inventory, and even the big men in the clothing industry have a hard time.
In this context, some enterprises are more determined to take the road of diversification, some take advantage of the industry downturn to acquire and merge other enterprises, and more enterprises are trying to adjust the product structure and try to transform.
Open the road of diversification
In the list of China's fortune 500 in 2013 published by Fortune magazine of the United States, Senma clothing (002563. SZ), a leisure clothing tycoon who had been shortlisted for 12 consecutive years, failed to be listed for the 13th time. Not only Senma, but also Li Ning, a sports brand, fell out of the top 500 list in 2003, while Youngor (600177. SH), Meibang (002269. SZ), bosden, a down jacket boss, and Anta, a sports brand, also fell sharply.
When the whole industry is in the doldrums, some enterprises choose the diversification strategy, and some even plan for a rainy day early and layout other industries early. For example, Youngor and Shanshan (600884. SZ) in Ningbo are two samples of the diversification of the clothing industry. After several years of diversified development, Youngor is now a troika of clothing, real estate and investment. Besides clothing, Shanshan's main business also includes lithium battery materials and investment. Ordos, another clothing enterprise, is located in Inner Mongolia, which is rich in mineral resources; The solar energy industry needs ferrosilicon, coal mining and deep processing.
For Zheng Yonggang, the actual controller and former chairman of Shanshan shares, he led Shanshan shares from that year; Fight a battle and win a battle;, To new energy, then to equity investment and so on, continue to add; Identity;, Zheng Yonggang said that he is; Forced; forced;, Is to explore the value of self existence.
Nowadays, compared with the booming of new energy and investment business, the foundation of Zheng Yonggang's fortune is Shanshan clothing. It seems that it is no longer as brilliant as before.
Active merger and acquisition
After the clothing industry entered a low ebb, the merger and acquisition of enterprises has become more active.
In mid June 2013, Senma clothing smashed the biggest merger and acquisition case in the clothing industry at a high price. It announced that it planned to use 1.98-2.26 billion yuan to purchase 71% equity of Ningbo Zhongzhe mushang Holding Co., Ltd. Although the two sides failed to reach an agreement in the end, this is known as & lt; The largest merger and acquisition case of clothing industry in History & quot; Rekindling the passion of the whole industry.
One month later, in July 2013, jiumuwang (601566. SH) also announced the merger of high-end men's wear business. Wu Huirong, Secretary of the board of directors of the company, also confirmed it. At the same time, he stressed that the integration of clothing brands is a long-term trend.
Not only the two industry leaders have a special preference for M & A, but also many enterprises are eager to try. For example, Kainuo Technology (600398. SH) issued shares to purchase Hailan home.
Some analysts believe that although the clothing brands are facing serious problems such as high inventory and declining profits, it also creates a good opportunity for bottom hunting, especially for those big brands, which can face low prices; Big fish eat small fish; The temptation of nature will not let go.
Adjust the structure and try to transform
In fact, it is not only traditional clothing brands, but also sports brands with unlimited scenery in the past.
Due to the large amount of inventory, the main task of China's six major sports brands since 2012 is to digest the inventory, and consumers often see the discount sales of major sports brands. In the past, such a large discount was hard to see.
In addition to discount to reduce inventory; Passive; In addition, the major sports brands are also taking the initiative to help themselves and expand to the outdoor field. Traditional sports brands such as Adidas, Li Ning and kappa have launched outdoor product series one after another, and the transformation trend from sporting goods to outdoor products is becoming more and more obvious.
And; A single second child; The deregulation of the policy has brought new opportunities for the development of children's clothing industry. The clothing brands at home and abroad began to accelerate the layout of children's clothing market. Senma, Anta, 361, Li Ning and many other brands also launched relevant strategies to increase the size of children's clothing business according to expectations.
2013 is also a year for the transformation of the clothing and textile industry, with traditional brands touching the net one after another, and tmall; Double 11; It has achieved a success of 35 billion yuan in sales per day.
In this context, Li Ning, Meibang, Senma, qipilang, Tebu and other clothing enterprises have opened up; get an electric shock; A tour of the world.
Learn from the past and be the best
But the road of transformation can not be achieved overnight. The experience of Fanke, once a popular fast fashion brand, may be worth learning.
Since 2007, Fanke started with the direct sales of men's shirts. With its pioneering brand marketing and cost-effective products, it has created the growth myth of Internet brand.
Unfortunately, after a series of big clearance and sales, from 29 yuan T-shirts to 29 yuan T-shirts, Fanke has transformed itself from a clothing brand representing young people's attitude towards life; It's only 29 yuan; The pure loser brand. In 2013, with the overall downturn of China's clothing industry, Fanke has been constantly exposed to the storm of relocation and payment settlement, and there are constant rumors about Fanke's future.
It can be said that Fanke has achieved the ultimate in marketing. The overwhelming advertising and the popular Fanke are successful in this aspect. But the customers brought by marketing failed to become fans and were retained by Fanke.