"Net Red Economy" Leads The Development Trend Of 2016 Garment Industry

I believe a lot of friends are concerned about the changing trend of the garment industry in 2015. In 2016, it is unavoidable to review and look forward to it. It must be 2016. China's economy Undoubtedly, it is in an uncertain era. In the face of the current economic, demographic dividend and external environment shift, plus the impact of the electricity supplier, any one is enough to change the pattern of China's entire garment industry, let alone all shocks overlap together.

Then, in the next year, we will have a taste of the development trend of China's garment industry in 2016.

First, the garment industry has entered the era of oligopoly, and the industry brand pattern has dumbbell type.

Oligopoly means a few sellers. In oligopoly market, only a few enterprises supply all or most products of the industry. The output of each enterprise accounts for a considerable share of the total market, which has a significant impact on the market price and output. Once the oligopoly appeared, the competition camp basically stabilized.

The market will include seven wolves, Lijun, Qipao, Qipai, Qibao, YOUNGOR, red collar, Mark Ed Faye, CABBEEN and GXG as a major camp. The women's clothing market will be dominated by ZARA, H&M, UNIQLO, Admiral's ONLY, ZARA, hkei international, Gloria and Gloria. The sportswear market will be Nike, Adidas, Anta and Anta as the main camp, and other sports partners will be further weakened. After the year of 2015, the luxury market in 2016 will become a big camp with the Chanel, Louis Vuitton, Versace, Burberry, Gucci and Valentino as the representatives of the apparel industry oligarchs.

In 2016, with the continuous decline of macro-economy, the ceilings of enterprise performance increased continuously, forcing the cases and speed of mergers and acquisitions among industries to accelerate. Either large enterprises or small and medium-sized enterprises, under the influence of profits, scale, cost and other factors, they are basically faced with the fate of mergers and acquisitions. Therefore, the brand pattern of the apparel industry presents dumbbell type.

Two, the "small and beautiful" net red economy is maturing.

The concept of "small and beautiful" originated from Ma Yun's speech at the 2009 APEC summit, "the future world is small and beautiful." the essence of "small and beautiful" is the ecological diversification and sustainable development in a sense. Its core lies in the greater satisfaction of consumers' needs. Small is not a small market, is a niche market, to meet the needs of a certain group of identities; beauty is the details that make users moved; the way of business innovation is new, the pursuit of perfection; products, marketing, services and other dimensions create the best customer experience; from large-scale, standardized to focus on consumers, personalized, humanized return, to meet the needs of fragmentation, many small and beautiful will form the foundation of future business development.

The convergence effect of the Internet on single and special needs is driven by space and time fragmentation, and the transformation of brand new mode is maturing. The word "net red" has been a derogatory term in the eyes of many people, but now it has risen to the height of economic phenomenon. According to Ali CEO Zhang Yong, in fact, there will be a new class of ethnic groups today, and such ethnic groups are naturally excavated in the Internet connection and communication. Because the younger generation has created new economic phenomena for idols, for the good people and for the stars.

According to the data released by Taobao platform, as of August 2015, there were more than 1000 "net red" shops. In the 618 years of 2015, 7 of the top ten women's clothing stores were "net red" shops. Therefore, in the trend of garment industry in 2016, the "small and beautiful" net red economy will become mature and continue to occupy market share.

Three, designer brand intensifies decline

As a fashion industry, the clothing industry is extremely brutal. It is very easy for the brand to say goodbye to the brand without the aid of gold and the business strategy can not resist the environment or the design can not keep pace with the times.

In early December 2015, Scotland designer Jonathan Saunders announced its resignation from the creative design director of the designer's brand name, and announced that its brand Jonathan Saunders would cease operation after the 2016 spring summer series orders were fulfilled. Jonathan Saunders is the third young designer brand in London this year after Richard Nicoll and Meadham Kirchhoff. Together with the earlier bankruptcy of the US California brand Band of Outsides and the French brand Damir Doma, as well as the early announcement of the former Coach of Reed's Krakoff brand, the personal brand of Reed Krakoff was not only a disastrous year for the large luxury group, but also for the independent designer brand.

Similarly, in the Chinese market, designer brands are facing the double attack of luxury brands, light luxury and fast fashion. Even the products of VISCAP VLOV Kay and Wu Qingqing's VLOV Wei Na have fallen down in a large scale, and there are still a large number of smaller designer brands that fail to get news. Therefore, the industry has pointed out that the only way to survive almost all domestic designer brands is to open Taobao.

Four, the main business is not good enough, the confusion is chaotic.

When it comes to this trend, the enterprises that are not good enough in the clothing industry have made some unpredictable things on the road of transformation in the future. For example, the pyramid selling mode of the retail distributor with three levels or more levels to pay the membership fee has been put on the Internet jacket. Another example is that some listed companies engage in cross-border electric business, and the whole website will not be able to operate and sell. The behavior of money collection is also subject to market challenges. The pace is bigger and easier to pull eggs. 2016 will be a year of chaos.

Five, the entity store continues to play Guan Dianchao.

In 2015, the brands that were shut down by the media were no longer going to count them. In the face of the downturn in the industry, closing stores meant a retreat from sadness, or meant breaking their arms to save themselves, or a shift of focus or mediation. Whether it is a memorable lesson or a strategy to retreat, the number of closed stores is even more worthy of attention than the grand plan of opening a shop.

In 2016, the brand with the focus of joining will usher in a more intense trend. Once the franchisee thinks that it has no profit or profits far from its expectations, it is very likely that the contract will not cooperate with the brand after the expiration of the contract.

But to say the least, the shrinkage of physical shops is not a bad thing. From another point of view, this is a sign for garment enterprises to adjust strategic decisions and adjust their operations, rather than the performance of comprehensive withdrawal. From this perspective, closing shop may also be a sign of health, which means a more enlightened stage is coming.

Six, store rents continue to decline.

Facing more and more influx Online retailers The days of operating and huge online shopping groups, which once used to "earn money with closed eyes" are gone forever. Now, the real estate operators and landlords are very entangled: they want to lower the rent and reduce the operating cost; landlords are afraid that the rent will drop again, which will disturb the market and will be very difficult for rent reduction. However, in 2016, all industries were not very prosperous. Under the pressure of the whole market, it is imperative to continue to lower the rent.

Seven, employment reduction, a large number of clothing people are facing change.

The downward pressure on the economy has increased, employment risk has increased, and some industries have been closed down, strike, layoffs, wage cuts and other phenomena. The clothing industry is one of them. According to the National Bureau of statistics, China's textile and garment industry has about 20 million working population. Employees engaged in the work, including clothing manufacturing, wholesale and retail links. And many clothing enterprises under the shop, there will be a large number of shop sales staff and the corresponding headquarters or branch staff are facing a change of course, and in the case of reduced sales, textile, accessories and other companies to reduce staff and efficiency is also advancing, coupled with the current 4 of the country's strong implementation, China's manufacturing 2025, will continue to emerge more efficient intelligent equipment, then, together with the factory will reduce employment. Therefore, the reduction of employment and the transformation of a large number of garment workers are inevitable events in 2016. They also pose new challenges to human resources management.

Eight, there will be more brands going to the capital market to tell stories.

In 2016, capital strength will continue to enter the garment industry in a large scale. Up to now, a total of 15 apparel companies have appeared in the IPO queue list, and more and more clothing companies have chosen to list on the main board of the Shanghai Stock Exchange. 10 of the 15 clothing enterprises listed on the Shanghai Stock Exchange, accounting for 2/3 of the apparel companies to be listed. After the IPO reboot, the three new fashion companies, the daily fashion group, the Shanghai fashion and the La Natsu Bell clothing, are listed on the Shanghai Stock Exchange. In summary, this is related to the policy changes of the regulatory authorities, and is also the result of the voluntary choice of the enterprises.

Looking at the clothing enterprises that have been listed and listed in 2015, besides women's wear, there are also enterprises from the sportswear, men's wear, mother and baby products, children's wear, underwear, footwear, leather goods, casual wear design, outdoor products and so on, which can be said to be quite detailed. They are different from the previous men's clothing, casual wear and sportswear, and more and more enterprises choose to visit the capital market. It can be predicted that with the rapid development of Internet economy and other new economic models, online clothing brands may also visit the capital market.

With the value of capital becoming more and more competitive, in the past two years, the pursuit of capital has finally accumulated. In this sense, the era of clothing capital emerges. The active capital market has brought huge profits to these garment enterprises and accelerated the pace of its strategic expansion. However, whether the ultimate leap can be achieved depends on the competition at the brand level.

In addition, high yield and high risk often go hand in hand. Capital brings more space to enterprises, but also brings different rules of the game. The Chinese market has great attraction for the capital to pursue growth space. The door of capital market has been gradually opened. Various kinds of venture capital companies and private equity funds have flocked in. Companies of different sizes and types seem to have received invitations for capital.

Under such a high momentum, clothing enterprises need to be calm, rational and cautious. Because when the "hot money" has shifted to a certain field, this field will increase rapidly, but if the enterprise can not benefit in the short term, it can not give the investors a quick return, which means greater risk.

Nine, the transformation of lifestyle selling is not ideal.

Some people believe that in the overall downturn of the retail industry, the concept pavilion with the introduction of cross-border elements and experience formats has become one of the transformation directions of garment enterprises. In my opinion, this way of selling life is not wrong. It is wrong for many enterprises to design and manage their products.

Makeup products are included, including make-up, cosmetic tools, hair care, body care and so on. Therefore, we can see that in 2016, some brands will try to spread the brand effect or gain more profits through the logo of cosmetic products in the same way.

Ten, smart clothing has become a new outlet.

The so-called "clothing, food and shelter", as the "clothing" that occupies the first place in human instinctive social activities, is much simpler than "wrapping the body". It is not only the beauty and appropriateness of the style, but also the expression of the comfort and individuality of the dress. Whether in the world of women's clothing or children's wear, all fields are warming up in competition, and intelligent clothing is no exception. Smart clothing is a cutting-edge field. With the increasing popularity of the clothing industry, businesses with keen sense of smell have widened their formerly narrow market space. Over the next few years, our wardrobe will be filled with such smart clothes -- "smart shirts" that can read the heartbeat and respiratory rate of the human body; a coat that can play music automatically; a T-shirt that can display words and images on the chest.

Some well-known clothing companies (such as Nike, ormosia, Levi 's) and calculator tycoons (Google) have begun to develop computer controlled "smart clothing". This dress has both fashionable design and super functionality, which is in line with the future needs of the target consumers in the clothing industry. These consumers include professionals, young people and sports lovers. Therefore, under the background of "Internet addiction" has become a national strategy, how to use the Internet thinking to promote clothing "smart" will also become the development direction that the garment industry can not ignore.

Eleven, the development strategy is profit oriented, scale supplementary and prudent diversification.

The desire for consumption is not high, the level of consumption is more subdivided, and the restructure of consumption structure has brought a lot of unfavorable factors to the growth of large enterprises, which has brought unprecedented crises to the survival and development of small and medium-sized enterprises. With profit and scale as the supplement, prudent diversification will be one of the trends of the garment industry in 2016.

Twelve, operate the store with the way of running fans.

New year, Clothing brand enterprise Only by paying more attention to the consumer experience and constantly improving the stickiness of consumers, can they be invincible in the future competition. Like the traditional rape hard and wide dissemination has gradually withdrawn from the stage of history. Apart from making high quality and cost-effective products, the audience will become fans of the brand. Fans will still compete with each other because the mobile Internet breaks the fragmented communication mode of time and space, and brings more fans closer to the brand.

For example, for example, during the operation of Jinyuan official mall, I created QQ fans and WeChat group. Fans are very active. If these fans are created by stores, so that fans can interact with each other and get to know each other. Every month stores will organize some activities based on QQ group or WeChat group to maintain the relationship with fans. When fans need to buy clothes, I think they will not be other brands in their first impression, so they can effectively reduce customer turnover caused by competing products. Based on the interactivity of mobile Internet and the sense of participation under the line, the resonance between the brand and the consumer is enhanced. Finally, it is more likely that the fans and brands will win the win-win situation together. Therefore, every store manager should think about how to run the store with the way of running fans.

Thirteen, beauty makeup will become a product line for clothing stores to expand their performance.

The fashion industry can not be dressed without any doubt. The cross dressing between beauty and clothing industry is a matter of reason. Whether it is cooperation between small clothing shops and micro cosmetics, or for example, Shu Lang and FOX group of Israel hand in hand launches sulang cosmetics, langzi shares Korean cosmetics company, and ege launches hundreds of make-up products and bath products.

Fourteen, clothing micro business brand gradually established

In the clothing industry, the brands currently starting with micro businesses are mainly concentrated in underwear category, not only because their initial investment cost is low, but also because the relative demand for fashion control is relatively low compared with the external clothing. Therefore, many traditional clothing brands look down on the micro business, which makes the traditional brand face a major problem. That is, the sister paper usually works in your company and in your store. Many people sell your products to other companies with your brand customers.

Fifteen, payment must be changed.

Going out without wallet, eating, drinking, playing and buying a smart phone has become a reality in real life. User experience has been more and more fully reflected in mobile payment. Therefore, it is inevitable for the apparel industry to join mobile payment (such as Alipay and WeChat payment). For garment enterprises, the combination of online payment and offline sales will be more convenient for consumers. But in the name of O2O, the use of mobile payment can directly reduce or remove cash or get preferential treatment, which is not recommended for everyone to do.

Sixteen, fast fashion is still the mainstream, but it will continue to multilevel layout.

With China's consumer groups entering the era of segmentation, enterprises are vigorously reconstructing products in Pyramid to cope with the increasingly hierarchical consumer groups. In order to satisfy different customers' preferences for product styles and colors and individual income differences, so as to maximize customer groups and market ownership, enterprises continue to introduce high, medium and low grade products to form a product Pyramid. At the bottom of the tower, they are low price, large volume products, earn profits by small profits but quick turnover. At the top of the tower, they are products of high price and small volume, and rely on excellence to gain excess profits.

Seventeen, the whole channel is still the highlight.

From click era to touch era to the era of human network integration, the Internet has ushered in a new revolution of acceleration fission. It has caused many subversive changes in various aspects of society and changed the space axis, timeline and ideological dimension of the human world. The challenges and threats faced by traditional entities will continue to increase. In addition to continuing to promote full channel services, traditional retailers should also increase the value and significance of physical stores, making shops a place for consumers to gain new experience and interaction.

Offline stores rush to eat, but in order to store better survival and gain more benefits, thereby reducing the risk of future franchisees and the number of outlets, and ensuring the company's overall size and market share; and, from the consumer's perspective, the younger generation of consumers is accustomed to seamless switching between online stores and online channels, and the electricity providers need to serve the needs of these customers. In addition, traditional brands need to innovate and upgrade their offline businesses with the innovative thinking and activities of the electric providers, and their business models and customer services also need to be innovating. Finally, the nearest delivery of stores will not only speed up the arrival of goods, but also save more cost effectively, and enhance the competitiveness of the industry, so as to enhance the competitiveness of the industry and speed up the arrival time of electronic business platforms. Especially those franchising brands, when operating the whole channel, coordinate franchisees to participate in it, so that they can see that the company's electricity supplier performance is not.