"It's not the traditional failure. It's your business that can't keep up with the times! It's time to stand out from the changes, or wait for the market to divide your cake!"
When GDP comes out, we lament that the GDP growth rate has dropped again. Although the overall GDP is improving, we still hear that the traditional fashion industry (represented by the textile and clothing industry) cries out the old bank and does not make money! The main business suffered serious losses, and the net profit dropped sharply year-on-year. Although the transformation and upgrading are very loud, the market has been waiting for the transformation of the industry. However, not all retail brands are crying and making no money. We can still see some businesses such as Fu Anna, Aokang, and Cross-border Link expecting a significant 2015 annual report.
In 2015, after preliminary calculations, the annual gross domestic product was 676.708 billion yuan, an increase of 6.9% over the previous year. The proportion of the tertiary industry in GDP was the largest, and the tertiary industry accounted for 50.5% of the GDP. 2.4% increase in the year and 50% for the first time.
Under the structural adjustment and reform of institutional mechanisms, the annual added value of the tertiary industry increased by 8.3% over the previous year, and the growth rate was 2.3% faster than that of the secondary industry. Even under the circumstance that the growth rate was slowing down, the growth of consumption was boosted. The role is further enhanced. The contribution rate of final consumption to economic growth for the whole year was 66.4%, an increase of 15.4 percentage points over the previous year. It can be seen that consumption capacity has not been affected by the slowdown in GDP growth to a certain extent. The market's spending power is also being further excavated.
From another perspective, residents’ income grew faster than economic growth. The annual per capita disposable income of the country’s residents was 2,1966 yuan, an increase of 7.4% over the previous year (after deducting price factors), which was 0.5% faster than GDP growth. The continuous reduction of household income and the substantial reduction in the number of poor people are also accompanied by further improvement in people’s spending power.
Therefore, the problem has arisen. With today's gradual increase in spending power, we have seen that most of the traditional enterprises still have a declining performance. The increase in profit of the main business is not obvious. Even the situation of net profit and loss, where have those profits gone?
The answer is simple: it has been cut off by the Internet!
How do you say? We look at the Chinese e-commerce market, which has the largest relationship with the Internet and consumer sectors. In 2015, the transaction size of China's e-commerce market reached 16.2 trillion, an increase of 21.2%. The strong growth of online shopping 37.2% drove the overall growth of e-commerce. The consultancy believes that the scale of mobile e-commerce market combined with online and offline transactions will reach a scale of 2.75 billion in 2018. According to the latest data from iResearch, the structure of the e-commerce market segmentation industry is basically stable in 2015, compared with that of SME B2B. E-commerce and online shopping accounted for a year-on-year increase. In 2015, China's online shopping market had a transaction volume of 3.8 trillion yuan. In the future, there is still a large room for growth. It is expected to reach 7.5 trillion yuan in 2018. B2C market transaction size At 2.0 trillion yuan, the proportion of transactions in China's overall online shopping market reached 52.2%. Among them, as consumers' demand for high-quality products increased, from the perspective of growth rate, the B2C online shopping market grew by 58.3% during the period. Far above the 12.6% growth rate of the C2C market.
In fact, market demand has always been there, and this is the interest cake of the Internet under the dividing line. Moreover, the Internet has not created any demand at all. The Internet's approach is to cater to consumers' shopping habits, and it is also stimulating consumer's desire for consumption. The demand is there, but you don't see it. In the past, those customers who had recognized your brand may once have been your loyal fans. However, in the Internet economy, and the supply side advocates demand-side stimulation of the supply side, rather than the concept of supply-driven demand, the quality of the product itself. Quality, excess production capacity, and manufacturing upgrades have put forward higher requirements. Therefore, sticking to the original product business, whether it will really be favored by a new generation of consumer groups depends on whether your product system and layout can take advantage of the situation.
However, just opening up e-commerce can be regarded as catering to the Internet tide? Ma Yun once said at the IT Leaders Summit in March 2015 that “traditional companies will not live with the Internet soon!†So ​​traditional companies have started to open e-commerce and sell online. However, in the absence of any product upgrades, only the sales from offline to online sales will only be more channels. In the final analysis, products are sold, and today’s consumers will not be able to Will buy your product, consumers have their own judgments on the quality of products, personalized differentiation and self-demand, so the final look is still whether you are selling a new generation of consumer groups need? For example, we can see that in 2015, the report of the famous outdoor brand Pathfinder, although the e-commerce business accounted for 27% of the total main outdoor business net profit, the net profit for the 2015 fiscal year decreased by 10% year-on-year.
The growth of the performance of the main business of traditional enterprises is weak. Where did the problem lie? ! We suggest that traditional companies should do some preparation:
The main business does not work. It is a problem in your consciousness!
In the wave of the Internet, Langzi took the lead in fashion and entered the “pan-style fashion eco-sphereâ€.
"Pan fashion" is also called "big fashion": it is a product diversified from the traditional fashion industry and is a derivative field of the traditional fashion culture industry. Pan-Fashion is committed to creating a three-dimensional fashion retail ecosystem in many dimensions of the fashion industry lifestyle. This concept of advocacy is to meet the current 8090 consumer wave of personalized demand, marketing and return to personalized, scene characteristics.
"Big Sports Ecology Circle" to create a large number of integrated sports and outdoor industry services. As the enthusiasm of Chinese people for sports has gradually increased, the sports industry is also advocating "big sports ecosystem" to build an outdoor industrial ecosystem, pool stadium events, sports investment, sports services and so on. The concept of outdoor is not just a mountaineering or skiing that was simply understood in the past. With the prevalence of the concept of light sport, the concept of “pan-outdoor†has been derived from the outdoor, namely the roller skating, skateboarding, and bicycles that 8090 loves. , Equestrian and any other movement concept out of the open, is different from traditional outdoor adventures such as mountaineering, skiing, etc. Pan-outdoor is another way to find a way out in the more saturated outdoor sports market. It is a measure that caters to the mass market, popularizes the sports industry, and popularizes fashion. The pan-outdoor skateboarding movement is the highlight of the American skateboarding style in the 1990s. The prominent brands are Palace, Polar Skate Co. and OSiris. And easy and efficient outdoor brands such as running and cycling, such as outdoor brands with professionalism and influence in the world such as rh+,hind,spider,etc.
"Light sports + fashion professional sports concept is widely favored by the market." Professional sportswear is extremely emphasis on technical innovation and professionalism, making it difficult for the public to contact one, the threshold of two industries is relatively high, and the audience of three brands is relatively limited. Therefore, in China’s gradually emerging fashion industry, the concept of fashion sports is created. It also embodies the concept of sports life scenes and caters to the current 8090 consumer preferences and needs. This is also an important trend in the future fashion industry. The concept of sports is also widely understood. As people's working life pressures increase, they gradually need to find a way of decompression with shorter time requirements and lower technical requirements. The concept of “light exercise†is increasingly popular all over the world. The categories of light sports category include aerobics, yoga and dance.
Catering to market demand is a wise move to follow the trend!
According to the 2015 China Internet Consumption Trends report, China’s online shopping force is mainly composed of 70s, 80s, and 90s. Among them, after 80's and 90's, although only accounting for 31% of the country's total population, they contributed 55% of China's Internet users and 73% of China's online shopping population. Therefore, on the path of this Internet+traditional fashion, with new thinking and new methods, we must pay attention to the needs of a new generation of consumers, follow the trend, and seize the trend is a wise move.
Through Taobao big data we can see that the consumption characteristics of 708090: 70 after the most keen on outdoor sports; 80 after more like online shopping, 90 after the preference for light sports, Chao Fan clothing. 80 after the current consumer groups as the mainstay, the concept of consumption has both the concept of family after 70, the use of functionality, there is also the need to highlight the personality. Therefore, the market has not created new demands. Instead, we have to rely on the market to understand the future of the main consumers.
After 90, the group has a high degree of concern for individual niche brands and trendy high-end brands. The high-order trend of individual niche reflects self-personality advocacy, and I desire to speak for myself. Therefore, independent personality and trending high-end brands, we believe, are indeed the highlights of the potential growth market in the future.
Focusing on and investing in the future growth market with potential is the winning move!
From our survey of Beijing, Shanghai, Shenzhen, Shijiazhuang, Zhengzhou, Chengdu and other representative 10 shopping malls (data sources: Beijing Joy City, Sanlitun Taikoo Li, Shanghai Henglong, Shenzhen Junshang Department Store, Anyang Wanda Plaza, Zhengzhou International Trade 360, Chengdu Wangfujing Department Store, etc.) Excluding international luxury brands such as Chanel, LV, etc., categorizing all brands as Japanese and Korean fashion brands, light sports outdoor brands, fashion, casual wear and others (such as underwear and sports brands). The major categories are as follows: Casual wear brands account for 38% of shopping mall brands, followed by Tide brand and Tide brand shop, accounting for 23%, and fashion brands occupy 21% of shopping mall brands. Gradually divide the traditional sports outdoor brands, with greater market potential. From the data, it can be seen that the traditional casual wear fashion brands are gradually being divided by the Japanese and Korean fashion brands, and almost 70% of the brand share is gradually divided.
Tide brand caters to 8090 demand
With the new generation of 8090, Tide or Tide collection stores such as Mouth Monkey, it, MLB, etc. gradually take the living fashion elements, middle and high-end market positioning, trend-oriented marketing promotion and avant-garde innovative products and high-quality product quality. Has won the market's favorite. The person in charge of Lotte Department Store said in an interview that “the introduction of the Tide brand is not only to cater to the consumer groups of the new generation, but also a breakthrough in the homogenization of the fashion brand market.†“Baidu Post 90 Survey Report†also pointed out After 90, the consumption is not blind, and their concept of consumption is "consumption, and only pay for what they like." In order to cater to the preferences of the 90's, major shopping malls have also begun to introduce street fashion brands and pursue originality. In addition, these non-luxury brands' fashion store collections are also based on the relatively mature and popular collection shop model in Europe and America, and are worth a try. Market try. In particular, it has not yet been developed in China with the global influence of the Tide brand, such as the United States godfather street brand Vision Street Wear and the United States set light sports and tide brand Osiris and the Korean tide brand Playmonsters.
Pan-outdoor light sports industry cake is huge, with strong market growth potential
We have seen from the China Business Intelligence Network research data that the 2016 outdoor sports industry is experiencing mixed developments. A new generation of consumer demand is clear, consumption is gradually rational, and the demand for personalization quality is increased. The brand image gradually develops toward lighter movement and lighter life. Family outdoor, pan-outdoor and other concepts will usher in new developments. Second, the outdoor sports market has become a hot investment. With the convenient and efficient promotion of the Internet as the infrastructure, outdoor brands are gradually turning to “pan-outdoor†and “outdoor+â€, namely outdoor + tourism, outdoor + fitness, outdoor + water sports and other new lifestyles. . With the support of the fitness concept and the sports industry, the traditional outdoor concept has been broken. Businesses and brand owners need to use new ways of thinking to compete for this ever-increasing cake, and seek new opportunities in constant innovation and innovation. . Demand extensions have created new business opportunities.
According to UTA's observation, according to analysis by major securities companies and market research, 2016 will be a year of mergers and acquisitions in the textile and garment industry. Many investment institutions are optimistic about mergers and acquisitions of consumer goods supply. M&A integration, Baotuan development trend or will accelerate. Under the new normal economy, the growth driving force of consumer goods has gradually shifted from demand to subdivision, specialty, and innovation. B-side mergers and acquisitions will bring about overall efficiency improvement and scale effect growth. In another dimension, lean innovation and refinement of the division of labor will bring more opportunities for industrial integration and restructure the value chain of the industrial chain to increase market share. Therefore, mergers and acquisitions integration and brand integration stores will be the focus of the retail supply side. Using the right approach is one of them and the selection direction is more important. The market has always been there, and demand is also there. Whether it can seize and cater to the demand and can seize new investment opportunities is also a challenge to consciousness and courage.
A letter to the traditional fashion retail industry:
We lamented the economic downturn and GDP decline, but we can't start to see the huge potential of the market; we lamented the difficulties of the traditional corporate transformation and upgrading under the Internet wave, but still followed the old routines; we watched the emerging pan-fashion brand The financing was in full swing, but it was reluctant to cut off the already severely loss-making business and tried hard; we watched a large number of investment opportunities flock to the trend area, but they were afraid to be the first to eat crabs. Now that the market is not, you are the first one to have more flesh and delicious food. Now that the market has already existed, you have to do unique differentiation to find new ways. Therefore, choosing is more important than trying!
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