Domestic Garment Enterprises Are Desperate To Save Money And Save The Clothing Industry.

Last weekend's Shanghai Minsheng art gallery, the protagonist was a Zhejiang clothing company, Taiping bird group. Children's wear A brand Mini Peace Fashion hair At the scene, a group of children dressed in fashionable clothes, walking through a fairy garden with tens of thousands of flowers and green plants, stunning four.

This show. Designer It's Thierry Boutemy, the top flower designer in the world. In the past, his frequent customers were top fashion magazines such as Lanvin, Dior and Dries Van Noten. But this time he spent the whole two days building this show. 　　

　　 On average, we sell 1.8 clothes per second. This year, we have smashed 3.5 billion stores.

20 years ago Men's wear Started Pacific bird At present, in addition to the traditional fashion men's wear, we have launched a white collar fashion dress brand Taiping bird. Women's wear MATERIAL, GIRL and children's wear Mini peace, as well as light luxury. Men's wear AMAZING PEACE.

Last year, "double 11", after the first minute of zero point, the sales volume of Taiping's major brands reached 1 hundred million. Finally, with 383 million yuan of sales, it won the first place in the whole net domestic clothing brand, which is equivalent to selling 14 clothes on average per second.

Zhang Jiangping, chairman of Taiping bird group, said that with the 80 and 90's becoming the main consumer, Taiping bird is constantly following the trend and changing the market strategy. Besides developing more young fashion brands, Taiping bird also has many interactions with young people. For example, stepping into the music industry from the fashion industry, so that clothes can not only be seen and worn, but also "listen". "The future will be a series of fashion entertainment cooperation with ALI music, Sina entertainment and other channels." Zhang Jiangping revealed.

Besides development Online retailers The layout of the Taiping bird line is also overweight. By the end of 2015, Pacific bird There are 3794 stores under the line. Zhang Jiangping revealed that the Taiping bird will invest 350 million yuan this year and increase its store to 500 or so on Wanda platform. At the same time, it will try to move the large collection shop with 1000-2000 square meters into Wanda. Which will learn from Zara The model combines children's wear with men's wear, hoping to achieve 2 billion yuan sales.

At present, the Pacific bird has been formed. Online retailers A comprehensive "four wheel drive" channel layout for urban complex, street stores and department stores.

according to Pacific bird The latest data released in 2015 achieved an operating income of 5 billion 900 million yuan, an increase of 18.09% over the previous year, accounting for 1 billion 100 million yuan in retail business. Brand clothing 12% of total retail sales, an average annual compound growth rate of 65% between 2013 and 2015. Among them, women's clothing retail sales exceeded 3 billion 500 million yuan, and men's retail sales exceeded 2 billion 700 million yuan.

　 On average, 24 new items are added daily.

Breaking into the world's top fashion circles

In addition to following the trend of young people, Taiping bird's view is becoming more and more internationalized in recent years. It is also one of the few garment enterprises that break into the world's top fashion circles.

In 2013, Pacific bird A joint venture with Iconix company in the United States is responsible for the distribution of MATERIAL GIRL brand (co founded by Madonna) in China. Last year, it joined the French advanced custom brand Alexis Mabille, becoming the first Chinese apparel company to participate in the formal membership of the French Advanced Custom Fashion Association. Alexis Mabille, the creative director of the French high definition brand, graduated from the Paris High Fashion Association. Dior And Yves Saint Laurent (Eve Szentloran) and other top fashion brands for over 10 years.

In the industry's view, although China's capital has broken through in recent years, mergers and acquisitions have been conducted in Europe and the United States. In the upcoming 2016 autumn and winter series, Taiping bird menswear will again cooperate with the famous florist Thierry Boutemy.

　　 Pacific bird Investment in design and R & D has been spared no effort. Over the years, Pacific bird has recruited the best in China. Designer It is strongly associated with fashion design institutes such as France and Britain. At present, there are more than 500 designers, and more than 8000 new products have been put into the market last year, equivalent to 24 new products on the shelves every day.

　　 More shop than shop.

Industry downturn, traditional clothing brands have been transformed

In contrast, in recent years, domestic garment enterprises have generally fallen into recession.

From the recently announced batch Clothing brand According to the performance report, the net profit of last year's most profitable fast fashion brands has fallen: UNIQLO's fast selling group's net profit plunged 55% in the first half of the year, the worst in five years; H&M's net profit in the first quarter also dropped by 30% compared to the same period last year; GAP net profit plunged 33% in the same period.

Like international fast fashion brands, the domestic brand clothing enterprises are in a difficult position. From the first quarter earnings reports released by many garment enterprises, such as red beans, YOUNGOR, Semir, Mei ya, and seven wolves, only 3 of 8 well-known garment enterprises achieved double growth in operating income and profits. According to media reports, 71 new retail outlets were opened in 2016, and 148 retail outlets were closed. As of the end of the first quarter of this year, sales outlets decreased by 35 compared with the beginning of 2016, 12 new outlets were opened, but 23 were closed, 28 new stores were opened, but 44 were closed.

In the past 20 years, Taiping bird has been sticking to the garment industry. However, because of the overall downturn of the garment industry, many garment enterprises have to seek new profit growth points through business transformation.

For example, the same way Men's wear Zhejiang's local garment enterprises Youngor In recent years, the group has made frequent moves in the investment field. In addition to investing in real estate and new energy, investment in the capital market is also thrived. In recent years, another local clothing brand, Shanshan Group, has shifted its main battlefield to new energy and new materials.