Clothing industry electricity providers oppressed under the oppression of cross-border

In April 2014, in Zhuji, Zhejiang, a large-scale theme park named “Dragon Prince Happy Valley” was under construction. The investors behind it are Prince Edward Dragon costumes. According to the plan of the chief executive Wang Peihuo, the “Dragon Prince Happy Valley” will be built into the largest indoor theme park in the country, integrating technology, entertainment, leisure and education. Around the theme park, there will also be an outlet, a commercial street and an electricity supplier building.

At this time in Wuhan, Hubei, an investment of nearly 10 billion yuan in the Central Valley Valley Industrial Park signed an agreement. The project investor Wuhan Shangding Industrial Investment Co., Ltd. has three major shareholders. One of them is the leader of the local Han-style clothing company—Wuhan Aidi High Fashion Co., Ltd., focusing on the urban industrial complex or even building a city.


In August of the same year, Tang Yang’s mother company Boyang Group also tried to transform itself. Not long ago, the company signed a signing ceremony with New Zealand Furseco in Ningbo and announced its formal entry into the field of infant formula. At the same time, Taiping has chosen to cross-border household areas.

In addition, Guangyuan Textiles, which focuses on dyeing and finishing and apparel fabrics, has launched home textile products and baby products that are healthy and environmentally friendly. Jiumu Wang and Bama Tea jointly integrate both high-quality brand resources to provide high-end customers with quality, exquisite packaging and exclusive intimate gifts. Wahaha also began to set foot in commercial real estate and opened a boutique shopping mall, Waau Shopping Mall. Shi Nuor is investing in Quanlei Technology to enter new industries such as new energy, involving new energy technologies, environmental protection technologies, building intelligent technology, communications products, digital products, investment consulting.

Judging from the announced cases, Zhonghe Co., Ltd. has entered the field of new energy and new materials since 2012, and has been overriding the layout of related industries. In June of last year, the company issued a plan for fixed increase, it plans to issue no more than 250 million shares, raising no more than 1.5 billion yuan, all of which will be used to supplement working capital, accelerate the development of the lithium battery industry, and promote the transformation from the textile printing and dyeing industry to the lithium industry. A relatively complete industrial chain of lithium ore, lithium salt, and lithium battery materials has been initially established.

On August 21 last year, the company's shares that had been suspended for nearly four months unveiled its major assets reorganization. After the reorganization is completed, the company will change from a clothing company to a high-end eco-agriculture company, and the main business will be completely transformed.

Another example is Huafang Textile, which announced on September 10 last year that all assets and liabilities owned by Huafang Textile were used as assets for disposal and the 100% equity of Jiahua Energy owned by 96 other counterparties such as Jiahua Group was equivalent. Some of them were replaced, and the above-mentioned assets replacement balance was paid by the company to the counterparty at the price of 532 million shares issued at a price of 5.32 yuan per share.

Previously, the main business was the mid-to-low-end trousers retailing Baiyuan trousers industry, and the acquisition of cross-border e-commerce Global E-commerce became a path for its transformation.

It is worth noting that, whether it is a complete change in the main business or diversified operations, cross-border industries of textile and apparel companies are all hot spots in the market.

From the beginning of last year, the famous domestic first-person talk show “The Wonderful Talk”, which is deeply loved by netizens, was named by Smith Barney. According to the person in charge of the Smith Barney brand, in order to cooperate with the title, Smith Barnum will also design the corresponding o2o promotion activities, including the promotion of the national stores and online official shopping malls. At the same time, Meibang and Alipay will cooperate in cross-border cooperation. In the future, users will be able to use PayPal wallets to “pay in person” at Meibang stores. At the same time, Memphis has also settled in the Alipay wallet public service number. Users can use the mobile phone to make appointments and bind members. Cards and other functions are currently available at Smith Barney's Yanqing store.

The Yiwen Group, which has been focusing on the menswear field, has participated in the investment of the film “Beijing Love Story” in recent years. In the 20th anniversary of the Yiwen brand marketing campaign, they cooperated with the travel mobile application flight steward across the border; later they also “have the Internet. "Gene" Huang Taiji pancake shop cooperation.

According to Xia Hua, Chairman of Yiwen Group, each cooperation is very successful. The innovation and transformation of traditional industries was actually forced out. From the time she began to make clothes, there was a continuous collapse of garment enterprises. In China, if any industry seizes the opportunity, it can become a model for another industry. But if you can't catch the opportunity, death is also a moment.

Recently, Wu Jianmin, Chairman of Shandong Shulang Garments Co., Ltd., had an in-depth cooperation in cosmetics.

In particular, the international brand is not idle. In January 2014, the h&m home home series officially entered the Chinese market. By the end of August, seven large flagship stores have opened in Beijing, Shanghai, Hangzhou and Shenzhen.

As early as 2003, Zara began to cross-border home products, providing home accessories such as bedding, tableware and bathroom textiles. Zarahome has been brought into China since 2011 and has opened nearly 20 stores. Although there is no official statistics for the specific sales share, this market share is gradually increasing rather than decreasing from the perspective of cross-border brands.

In August 2014, Starbucks was introduced to Macy's, target supermarkets and barnesandnoble bookstores in the United States. Uniqlo has placed sofas, tables, chairs and an ipad station for customers to use in the store. I hope to retain customers for a while to increase their chances of shopping in the store.

With the Italian fashion brand 10corsocomo invested by the Hercules International Group, his shop integrates many elements such as clothing, coffee, design, and art. In the visual design of the terminal, attention should be paid to keeping the brand image consistent. The design of the table, the floor, and even the napkins and cups must reflect the Italian design and the artistic qualities of 10corsocomo.

In December of the same year, Adidas opened China's first women's specialty store in Beijing Financial Street Shopping Center, which is adjacent to luxury brands such as lv, gucci and Zegna. Immediately after that, Nike’s first women’s experience shop in Shanghai’s iapm shopping center also opened its mystery. Apart from providing about 100 sports products, it also installed the first nike+ sports gait analysis in mainland China. The system will also occasionally invite fitness coaches, health experts and private sports styling consultants to interact with consumers.

In addition, the gap concept store began selling non-apparel products such as magazines and books provided by third parties; ralphlauren’s clubmonaco invited the famous toby'sestate cafe in Brooklyn and the famous thestrand bookstore in New York into its flagship store; The brand johnvarvatos even opened a bar in his shop.

In the age of e-commerce, most garment companies have high expectations for cross-border issues. Cross-border will be a business model that more companies are willing to try. However, how does a clothing company look for industry cooperation that is consistent with its own brand culture, service, and philosophy, so that it can realize the greatest benefits of marketing?