32 listed Chinese apparel groups, 76 emerging brands, are aggressively expanding stores!
The overall apparel market is weak, and many domestic strength groups are still “adverse†to launch new brands. These brands are backed by the parent company's high-quality resources, innovative Max, and strong extension shops... These are the “fresh blood†that are most needed by homogenized shopping malls right now!
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By researching the public information of the listed apparel companies with China's top 100 market capitalization, we found that among the 100 listed apparel groups, there are 32 groups in 2013-2017 (January 1, 2013 - May 26, 2017 ) Launched a new brand (own + cooperation) for a total of 76.
Acquiring 22 Emerging Apparel Brands of Powerful Extension Stores
2017 expansion plan, see full table at the end of the text
Which groups have the highest level of innovation?
What are the business types of emerging brands?
ⶠBased on the number of emerging brands, 9 out of the 32 apparel groups (accounting for 10.7%) launched 3 or more new brands during the 2013-2017 period; these 9 companies launched a total of 44 new brands, accounting for 57.9% of the total. . Among them, Senma ranked first and launched 10 new brands; I and T ranked second and launched 8 new brands.
In the overall downturn of the apparel industry, Summa apparel and IT groups performed well –
Senma clothing
Children's wear and electricity suppliers grow rapidly
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In 2016, revenue was 10.667 billion yuan, an increase of 12.83% compared to 2015. Among them, the net profit attributable to the shareholders of the listed company was 1.427 billion yuan, an increase of 5.73% year-on-year. In the first quarter of 2017, the net profit was 252 million yuan, a year-on-year increase of 3%.
In recent years, Semirwear has actively promoted a multi-brand strategy to increase its children's wear and e-commerce business. Of the 10 new brands launched, 5 are e-commerce brands and 3 are children's wear brands.
In the 2016 annual report, the children's apparel business revenue increased by 26.52% year-on-year, effectively boosting the growth of the Group's business, compared with a 3.6% increase in revenue from leisure apparel business. The revenue from e-commerce business grew by more than 80% year-on-year, and will continue to advance in the future. Online and offline integration.
Senma clothing's Italian high-end children's wear brand sarabanda
Image Source/Brand Official Weibo
IT
The introduction of the global "tidal brand" to expand to the mainland market
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The total revenue for the 2017 fiscal year ending on February 28 was HK$8.11 billion, an increase of 6.1% compared to FY2016. The mainland market share (45.0%) exceeded the Hong Kong market for the first time (41.0%); the mainland market sales were HK$3,461.3 million. In fiscal 2016, it increased by 16.0%, and operating profit rose 31.5% to HK$344.9 million.
IT continues to introduce global trends to expand the Chinese market. Among the 8 emerging brands, 4 are foreign street brands. With the increasing pursuit of personalized fashion by young consumers, the “tidal brand†with uniqueness and high price acceptance is becoming popular.
IT's new Italian designer brand MSGM
Picture source/BLOGO
From the perspective of segmented formats, among the 76 emerging brands, there are 31 male and female garments, accounting for 40.8%; among them, there are 18 new women's brands, accounting for 58.1% of the men's and women's wear. Currently, the position of men and women in the apparel industry remains unshakable.
Note: "Other" refers to home, beauty, school uniforms, handbags, toys and other categories
From the point of view of equity ownership, 39 are self-owned brands of the apparel group (accounting for 51.3%), while the remaining 37 are cooperative brands (including agency/joint venture/acquisition/shareholding, etc.), and the listed apparel group has relatively strong financial strength. When launching new brands and entering new fields, it will largely choose to cooperate with mature brands or groups (especially mature foreign brands that have been verified by the market) and use mature brand awareness and design capabilities to attract more passengers in order to respond quickly. Market changes, seize potential market opportunities.
⹠From the perspective of sales channels, the number of pure e-commerce brands is only 9 (accounting for 11.8%), indicating that the importance of physical channels cannot be shaken. Although the entity is still focused on the focus, in order to seize the new retail outlets, many emerging brands of fashion groups have also made “entity + electricity supplier†a two-pronged approach.
Pathfinder’s outdoor brand “Discovery Expedition†achieved sales revenue of RMB151 million in 2016, an increase of 41.14% from the same period of last year, including revenue from e-commerce channels of RMB110 million. As of June 30, 2016, the brand has opened 96 physical stores.
Photo source / brand official WeChat
Top 100 listed apparel group emerging brands,
What are the development trends?
01
Light luxury, designer brands, street brand is a hot spot for innovation
In the era of consumption upgrading, the demands of the middle class and the new generation on clothing have gradually matured. They have shifted from practicality and display to the pursuit of aesthetic, spiritual connotation and individuation. The focus of shopping centers is also shifting from luxury/fast fashion brands to positioning high-end, personalized style and high value-added brands. To comply with the trend, listed clothing groups have launched a large number of emerging light luxury, designer brands, street fashion brands.
â– Marc O'Polo, introduced by Summa Fashion, is a German luxury fashion brand originating from Sweden. It advocates minimalist style, pursuing high-quality materials and exquisite workmanship. Its customers are positioned in high-consumption groups aged 30-45 to fill the Nordic region. Clothing market is blank. At present, it has opened more than 20 stores in key shopping centers in key cities such as Beijing, Shanghai, Tianjin and Chengdu. In 2017, it plans to open 37 more businesses in second-tier cities such as Wuhan, Chongqing, Harbin and Xiamen.
Image source/YOKA
â– The French luxury designer brand [IRO] acquired by Gelis has been favored by many Hollywood big-name stars, supermodels and fashion editors, and talented people. It is known worldwide as the fashion world and has a unique rock music factor. This was the first time in April this year. Entered Shanghai Port Plaza Hang Lung Plaza.
Picture source/Fashion fashion wear
â– LaSalle Bell's New York designer women's wear [Siastella], positioned in contemporary style and women's art, has now entered Beijing Chaoyang Joy City, Guangzhou Grandview Plaza, Shanghai Raffles City and other benchmark shopping malls.
Photo source / Phoenix Fashion
Overseas light luxury brands and designer brands are relatively scarce in the domestic market. They have the advantages of long-term historical accumulation, excellent product design capabilities, and niche individualized keynotes. They have become an important means for mainstream shopping malls to attract high-end consumption.
Women's trend toward innovation in light luxury and designer brands is more obvious:
■[Land of the DeWL·Doll], [JIGOTT] of the Longitudinal Group, [It MICHAA] of Summa Costume, [Laurèl] of Goreth, and [Koradior elsewhere] of Leiteer are all high-end and luxury goods. Emerging women's clothing brands.
It MICHAA store map
Photo Source / China Fashion Brand Website
â– Anzheng Fashion's [Fiona Chen], IT's [MSGM] and [E HYPHEN WORLD GALLERY] are the designer's womenswear brands that are positioned young and playful.
Fiona Chen store map
Image Source/PCLADY
Among the 76 emerging brands, 6 are tidal brands, all contributed by IT, including:
â– Street Fashion Tooling Brand [Carhartt WIP], Tide Brand Collection Store [double-park], Tennis Supplies Tide Brand [Fred Perry], Designer Tide Brand [MSGM], Mysterious Abstract Dark Style [MUSIUM DIV], High Street, USA Tide brand [OFF-WHITE] - IT is building a strong "imperial empire."
MUSIUM DIV Store Map
Photo Source / China Fashion Brand Website
02
"Collection shop" has become a new direction of transformation and upgrading
The collection shop model breaks the boundaries of traditional operating modes, integrates multiple brands, and integrates multiple formats across industries. It has the advantages of satisfying multiple shopping needs, enhancing consumer interaction and experience, and extending consumer residence time, not only in recent years. It is also a good medicine for retailers to seek transformational development.
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In the past year or two, a number of apparel groups have “gathered together†to open up a collection shop and put “collection stores†as the focus of future development:
â– The first collection shop of Taiping Bird opened in September 2016 and brought together men's, women's and children's wear. At the end of the year, a total of 18 collection stores were opened, and the retail sales exceeded 16 million/households, totaling nearly 300 million yuan. The 2017 plan will continue to promote the expansion of core city branded stores.
Photo source / Wuhan life
â– At the end of 2016, 96 [SATURDAY MODE] brand collection stores have been opened in key shopping malls nationwide. In 2017, we plan to increase the number of collection stores and the number of collection shops at the end of the year will reach 150. The store incorporates fashion products such as shoes, bags, clothing, accessories, beauty skin care, etc., and is displayed in a combination of style and customer needs.
Photo source / brand official website
â– The designer brand collection shop ã€1#WOR】 owned by Bobao Long consists of clothes, shoes, accessories, furniture, etc. The price range is about RMB 400-1200 (Decrease designer's brand price through scale effect). Currently in Shenzhen Happy Coast, Shenzhen Raffles and other shopping centers opened, Chengdu Kaide Jinniu shop, Shanghai Hongkou Kaide shop, Shenzhen KKMALL and other stores will also be opened one after another. In 2017, it plans to expand 15-20 in key cities such as Hangzhou, Shenzhen, Beijing and Chongqing, and will open 23 cities in the first and second tier cities within three years.
Photo source / South net
â– Lachabel's Japan Lifestyle Collection Store [OTR], a multi-brand mixed operation of "clothing and coffee", is aimed at family groups and operates men's, women's and children's wear. In 2017, it will mainly expand in East China.
Photo source / Sogou WeChat
â– Langzi shares spent 324 million yuan, becoming the largest shareholder of the baby brand Agabang Gallery (Akabang) of South Korea. Bringing Akabang Group's many celebrity brands to China, covering baby clothes, children's toiletries and children. Home and other formats, consisting of baby products collection stores, have opened stores in key cities such as Beijing, Hangzhou, Chengdu, Wuhan and Nanjing.
Photo source / brand official website
It should be noted that the operation mode of the integrated store is more complex than that of the single-brand single-operator store. How to integrate resources and achieve the effect of 1+1>2 is test of the operation and management capabilities of the enterprise.
03
Accelerate the expansion of children's wear and reinvent the category
Data show that in 2015 China's children's wear market reached 137.2 billion, an increase of 8%. It is estimated that the scale of China's children's wear market is expected to exceed 150 billion in 2017. (Source: "2016 China Children's Wear Market Development Status Analysis and Trend Forecast", China Industry Information Network)
In the context of the slowing growth of the adult apparel market and the saturation of the men's and women's apparel markets, the continuous expansion and rapid growth of the children's wear market are particularly eye-catching and have become a new growth area for the apparel industry. Many apparel brands have laid out or increased the business of children's wear one after another, and the market has extended in depth.
â– On the basis of the existing Balabala brand as the main children's wear brand, Semirwear has successively launched new brands such as Sarabanda, children's homewear, and MarColor.
â– Pango de terre, a young designer brand launched by Jiangnan Puyi in the summer of 2016, differentiates itself from jnby by JNBY, a 3-10 year old child. It has opened more than 40 stores so far, and in 2017, it will focus on developing 80 stores in Beijing and Shanghai.
Photo source / Huai'an Golden Eagle
â– Haizhu Home, a double-growth revenue in 2016, plans to open up new markets outside of the main brands in 2017. Among them, children's wear will become one of the new brands.
Not only casual wear, sportswear brands have begun to seize this "stock of gold." Anta Sports, 361 Degrees, Li Ning and other sports brands have already sneered in the sports children's wear market. With the expansion of the “Two-Child Economy†scale, the brand's emphasis on the children's wear market has only increased, and there have been new sports brands entering the market to compete:
â– In the second half of 2016, Li Ning re-planned the original Li Ning children's wear brand [LI-NING KIDS] and launched a brand for young children aged 3-12, LI-NING YOUNG, in an attempt to expand market share.
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â– 361 degree children's clothing has become an important part of the Group's revenue. Its contribution income in 2016 was 651 million yuan, a growth rate of 10.6%, accounting for 13% of the entire group's turnover.
â– ANTA Sports launched the ANTA KIDS brand as early as 2008, targeting 7-14 year-old children and mid- to high-end family income customers. In 2015, FIA KIDS was launched as a high-end sports and casual children's clothing to improve the layout of the sports and leisure children's wear market.
Image Source/Brand Official
■Sanfu Outdoors, which specializes in outdoor sportswear, launched its outdoor children's brand [KIDSANFO] for the first time in 2016 in an attempt to “share a slice†of the sports children's wear market.
It is worth mentioning that under the drive of various celebrities, "parent-children" has gradually become a popular trend, and an emerging market between children's wear and adult wear is rapidly growing.
â– Mash meet me, the cooperative brand of La Chapelle, designer personally installs the brand, advocates a new family parent-child culture, and integrates the cool sports style and fashion elements.
Image source/D2C
04
Working together with foreign brands to distribute women's sports and professional sports markets
Thanks to people's pursuit of a healthy lifestyle, the sportswear market is rapidly expanding and is moving toward segmentation. Among them, as women's attention to health and stature increases rapidly, the female sportswear market has become popular, and the pattern of taking men as mainstream consumers has changed.
â– In 2016, Li Ning announced that it will join hands with the professional dance brand [Danskin] of American Ikonics to represent the brand's business in mainland China and Macau, and gradually launch a professional dance and yoga-based brand for Chinese female consumer groups. Fashion and fitness products, in order to establish an influence in the female market. Danskin will open its first store in mainland China in mid-to-late 2017 and plan to open 5-6 stores in Shanghai and Beijing throughout the year.
Image source/36æ°ª
Due to the advantages of foreign brands in sportswear design and technology, the domestic listed apparel group has introduced foreign professional sportswear brands through joint ventures, agencies, etc. to improve its competitiveness. Of the six sportswear emerging brands in this report, 5 are foreign brands, accounting for over 80%.
â– Anta Sports spent 150 million yuan to set up a joint venture with Japan's high-end sports brand [Descente] (Disente) to exclusively operate the brand in China. Descente's main ski product is ANTA's further extension of its product line. At the same time, its entry into high-end products will provide Anta with higher profits. At present, Descent has been stationed in Beijing Xidan Joy City, Shanghai Harbor Hang Lung Plaza and other benchmark shopping malls.
Photo source / Descente official Wechat
â– 361 Degrees established the joint venture company with the Nordic Top Outdoor Sports Brand [ONE WAY] in 2013 and started operating in the country in the second half of 2015. ONE WAY's three series of products, riding, skiing and outdoor exploration, fill the gap in the consumer market in Greater China. As of the end of June 2016, 65 self-operated stores have been opened in 29 cities in China.
Photo source / Hefei Swan Lake Wanda
With the diversified development of domestic consumers’ preferences for sports, the sports market will be further subdivided, and different leading brands will appear in different sports fields such as skiing, mountaineering, cycling, and yoga, bringing more consumers. More professional choices.
05
Cross-border home, beauty and other fields, to find new growth points
In the face of fierce competition in the apparel industry, the apparel group needs new business to increase profitability. International brands are at the forefront in this regard: H&M, ZARA and other international fast fashion brands cross-border home; Topshop, Forever21, Urban Outfitters and other brands to enter the field of beauty makeup to meet consumer changes.
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Nowadays, the domestic apparel groups have also taken the opportunity to "get out", break the existing customer base restrictions, look for new business growth points, reshape the scene and reshape the scene, and provide consumers with a one-stop lifestyle shopping experience.
â– After completing the layout of the men's and children's wear market, Jiangnan Puyi launched the JNBY HOME brand and a new brand of furniture, and set up a JNBY HOME independent store to continuously broaden the family consumption scene.
Photo source / Hangzhou Kerry Centre Wechat
â– BOSIDENG LIFESTYLE brand new home wear brand promoted in 2016, with colorful fashion style, advocating a simple, natural and healthy lifestyle. It provides a one-stop home-style clothing shopping solution for the whole family with a new life style and consumption pattern.
Picture source / Baoshan consumption
â– La Chapelle announced that it had established a joint-venture "Life Cirlcle" with Qi Chee Industries to cater to the Group's strategy of creating a "La Xia Life Style".
In addition to this hot area of ​​home, the "cross-border" of fashion group has more room for imagination:
â– Huijie has launched Mani-Fen Beauty to enter the online beauty field.
â– Bosideng, Annunciation Bird, and George White spotted the "blue uniforms for school uniform customization" and launched new brands to participate in the competition.
â– Thousands of Baidu are seizing the opportunity of the two-child policy and spending heavily to purchase the toy brand [Hamleys];
â– 361 degrees "Swords go on the wrong side", launched a public-welfare brand "Buy a good one", the image of TOMS as a result of public service marketing to get more consumers favor.
- to sum up-
At present, the pattern of the apparel market is still relatively solid, shopping centers are particularly cautious about the introduction of emerging brands, and the emerging brands of listed apparel groups have the parent company's strong resources as a support, which can reduce business risks and reduce the shopping center's "back to worry."
In similarly positioned shopping malls, the repetition rate of apparel industry is high. The arrival of emerging apparel brands will help to change the homogeneity dilemma and bring freshness to consumers. New brands such as collection stores, light luxury brands, designer brands, children's wear, women's sports and other categories will all be hot spots for shopping malls.
As Chinese consumers gradually return to the domestic market for consumption, the introduction of apparel brands with a high reputation abroad and strong product design capabilities into China will also be a weight for fashion groups and shopping centers to increase their influence and profitability.
â–¼Recommended clothing brand recommendation of 22 strong extension shop
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