Bosideng buy British clothing, began to layout of the overseas market. In October 2013, bosideng to buy at the expense of the 40 million a British clothing chain company Greenwoods. Greenwoods company in the local has 88 branches, 2013, the year ended March 31, according to Greenwoods income is 24.416 million pounds, after-tax net loss of 2.846 million pounds, a net loss of 199000 pounds. Bosideng company said that British retail downturn, but Greenwoods channel resources can expand bosideng down jacket category sales channels.

Offline camel integrated online bug m. In October 2013, guangdong clothing in the form of equity transfer holdings tao camel brand m children. Camel stores more than 3600, annual sales of over 3 billion yuan, the camel is day cat outdoor category sales champion, is a traditional brand success of electrical business representatives, bug m child is taobao TOP3 of women's clothing shop, 2012, 2012 sales, after acquisition of bug m child camel product line have leisure, outdoor, shoes, women's clothing, such as category, and in 2013 put a cut in 380 million spectacular results. Offline clothing enterprise purchase online brands and operations team, or the traditional clothing enterprises into electrical contractor provides a new way.

Mammoth behind mergers and acquisitions, is suspends in front of many clothing enterprises have to face the problem, namely the competition pattern has been formed in the garment industry in the market environment, how to seek a new round of development. To make a 2 d plane on behalf of the enterprise market share, so the plane of the two sides are respectively the category and channel, to connect is the area of the market share, which is 1.0 times; If use 3 d to represent the market share, it is in the category and channel dimensions of rectangle with consumers, their cube is composed of market share, it is 2.0 consumer economy era. Acquisitions are surrounding the category of the clothing enterprises and channels. First category, at present, the domestic clothing brand basic is given priority to with goods type enterprises, such as down jacket category bosideng, female shoe of belle, enterprise to expand the scale, category is a way. Many category (brand) to meet different consumers, with different in style, different price, different regional differentiation demand of consumers, so as to achieve the market share of multi-level diversification. Ma Daili foreign children's wear brand, belle into purchasing javed baloch into women's domain, are examples of category a breakthrough. Moreover, channels for the deepening domestic market brands for many years, the terminal stores are close to the ceiling of the channel number, put up the shutters tide is an example of channel size peaking rebound. To expansion, we should put the eye on a broader overseas markets. Bosideng retail downturn in Europe "bottom" to buy the UK distributors is an example of use channel power breakthrough.

Benedict new idle old, consumption idea gradually mature

In mid - 2013 earnings, according to Mr Iger (Etam) in the Chinese market sales than the same period last year decreased by 2.6% to 212 million euros, same-store sales fell by 2.3%; Q3 2013 reported etam China sales fell 8.3% to 90.4 million euros from the same period last year, the first nine months of sales outlets in China to reduce by 166.

Esprit in fiscal year 2013 (July 2012 - June 2013) results showed that group net loss of hk $4.388 billion for the whole year, as the world's third largest market of esprit, China sales fell 8% year-on-year.

Esprit and Etam is enter the Chinese market early international fashion brands, Esprit to mainland China market in 1992, Edgar, in 1994 set up branches in China, opened in 1995, the first Chinese co. They used to be a western-style clothing aesthetic culture in mainland China enlightenment and communicators. As the rise of a new generation of consumers, consumer trends and competition also changed rapidly, luxury brands, light, such as the level of fast fashion brand quickly occupied the market place of honor, the old fashion brand slowly out of the mainstream consumer, has been gradually marginalized.

In the first half of 2013, H&M, UNIQLO, ZARA, MUJI, GAP, C&A, UR, WE set up shop, iT and other fast fashion brands this year a total of 84, including UNIQLO opened 31; H&M opened 18; MUJI new 10; ZARA and GAP of each new eight. However, the other fast fashion brand MANGO stores appear negative growth trend in China, in Beijing, wuhan, dalian, nanjing, Shanghai and other cities of several counters were withdrawn, according to the China business news reported that as of August MANGO has 115 stores, at the beginning of the year than in 2012 200 stores by forty percent.

Fast fashion brand, notoriously high inventory turnover, become the many domestic clothing enterprise meng worship and study object, with the greatest to ZRAR. In early 2013, join a ZARA recruiting discount in China business news unveils the ZARA inventory backlog, then ZARA in many domestic stores full fifty percent clear inventory more than promotion, promotion of the frequency and duration was greater than in previous years, thoroughly break the myth of fast fashion is zero inventory. Since the lining up at the beginning of open before, the excess inventory of fast fashion brand has experienced Chinese consumers from "LOGO" to pursue "brand + design + quality" concept of consumption gradually mature.

In addition, in this to advise those who are "for", in the past, many companies rely on the rapid precise imitation of international brand design or operational success. Synchronous docking with the international market now, the domestic market, international brand products and operating model is the first time appear in front of the domestic consumer, to conquer the consumer, need is a really good design, rather than precise imitation.

Moderate growth, changes in labor breeds

Traditional clothing enterprise growth, weakness. Started the second half of 2013, wanda square "to dress", plans to dress forms of gradually reduce, in some cities on the second floor above no longer sell clothing, the slow growth and clothing business, by high gross margin category into low margin category, which is also reflected in the clothing enterprise's earnings. Look from earnings in the first half of 2013, anta revenue fell 14.4% to 3.367 billion, a net in the store, 273; Li ning's revenue fell 24.6% to 2.9 billion, a net in the store, 410; Xtep revenue fell 19.5% to 2.098 billion, a net in the store, 75; 361 degrees revenue fell 30.4% to 1.998 billion, a net in the store, 601; Peak revenue fell 27.3% to 1.173 billion, net shop 289. Once upon a time three quarters of revenue, from January to September 2013, Smith barney 19.9% overall decline in operating income, net profit fell 49.12%, the third quarter revenue and net profit fell 21.95% and 21.95% respectively. Septwolves achieve revenue of 2.31 billion yuan, down 8.11% year on year, net profit attributable to shareholders of listed companies to reduce 7.35%, inventory of 667 million yuan, net shutters 152 (closed shop quantity from the medium-term earnings). Nine animal husbandry business income revenue of 1.761 billion yuan, wang fell 1.18% year on year, profits of 426 million yuan, down 9.6%, the inventory of 701 million yuan, 90 put up the shutters. Bono achieve revenue 1.552 billion, fell 9.43% year on year, net profit of 157 million yuan, down 54.11% from a year earlier, the inventory of 989 million yuan.

At present, for the high market maturity of children's wear, underwear, middle-aged and old outfit, a category such as women's clothing, is still in the rise of the market; For high maturity of a category such as sportswear, casual wear, men's clothing, has entered the moderate growth. Companies want to be in moderate growth in an impregnable position, will have to break the existing competition to find new opportunities. Mentioned above of the nation's break from the category or the channel structure. In fact, the category and channels are dominant resources, in addition to the two breakthrough, is responsible for the resource integration management of change is an important breakthrough. Over time, between enterprise's marketing ability, products and channels in continuously shortened, the gap between to transcend rivals, have to find differences or comprehensive strength. Find differences is achieved through product and channel subdivided differentiation (of course, the difference of the marketing is the way, such as: double tenth one brush list), the comprehensive strength is the resource integration ability, such as supply chain optimization and management power.