Women's wear enterprises accelerate the pace of diversified development of multi-brand and multi-category

In the past two years, especially in 2017, the women's plate can be regarded as a relatively bright part of the apparel industry: corporate performance is generally warming up, many women's enterprises have landed in the capital market, some non-women's main business companies are involved or overweight women's clothing Business, women's brand M&A investment moves constantly, and so on.

Under this trend, some women's wear enterprises themselves have begun to show an expansionary development trend, or plan to open more stores, or plan to increase brand portfolio, increase multi-category or transform cross-border investment and so on. This is also a common practice under the combined effect of low concentration of brands in the women's wear market, more personalized segmentation of demand in the trend of consumption upgrading, and closer integration of capital strength and brand. Whether it's multi-brand multi-category or cross-border diversification, we can glimpse a main line in this way: that is, to expand the boundaries of products and brands for the needs of the modern women's lifestyle.

Enrich brand mix and increase youthful or niche brands

Multi-brand strategy is the mainstream practice in the development of women's wear enterprises. Anzheng Fashion 2017 first quarter report shows that the company added a women's brand Anna this year. Anzheng Fashion said that Anna's women's clothing is the company's demand for high-cost-effective products for Internet consumers. It is a supplement to the Group's existing five-brand offline sales. The brand is online sales and there is no physical store. According to the quarterly report, Anna's first quarter revenue was 115.227 million yuan.

According to a quarterly report, Anna's gross profit rate was 46.83%, which was significantly lower than that of Anzheng Fashion's five offline high-end physical brands, indicating that its brand positioning is biased towards the popular young brand. Anzheng Fashion said that this is a fast fashion brand, based on the brand positioning of “Live, City, Modern”, targeting urban women aged 20-35, independent and confident. The brand has a large amount of money, rapid research and development, fast production, fast logistics, fast sales, and seizes the market share of the Internet. It is still in the incubation period, and has opened flagship stores in Tmall, Vipshop and Jingdong.

Another mid-to-high-end women's wearer, Laitaire, expanded its brand portfolio this year through mergers and acquisitions. On March 20, 2017, 珂莱蒂尔 issued an announcement. On March 9, 2017, the company's affiliated Shanghai Haodi Brand Management Co., Ltd., as a buyer, intends to acquire assets from Aisi Kai Industrial (Shanghai) at a consideration of RMB 64,454,900. Yuan (can be adjusted). The acquisition is the acquisition of the “Obzee” and “O”2nd” brand-related businesses of the seller (excluding the brand name). Upon completion of the acquisition, the Group will be granted an exclusive distribution rights under the exclusive distribution agreement, which is available until June 30, 2022. End of the term, distribution and marketing of "Obzee" and "O" 2nd" brand products in China, including all women's clothing, jewelry, jewelry and other high-end fashion products manufactured and sold by Handsome Global Co., Ltd.

珂Leier said that the acquisition is in line with the Group's multi-brand development strategy and will complement the Group's brand and expand its distribution network. As of February 28, 2017, the seller operated 39 “O”2nd” brand stores and 16 “Obzee” brand stores in China. The target customers of the “O”2nd” brand are highly sensitive to the fashionable elements, and the design details are Women with a certain taste, ages 25-40, and the target customers of the "Obzee" brand are well-educated middle-class women, who love fashion ladies and women's feminine style lace custom-made fabrics, ages 30-50.

Another brand positioning higher-end Ports launched the younger sub-line brand Ports PURE. Baozi parent company Baoguo International said in its 2016 annual report that in response to the increasing popularity of luxury apparel and the rapid changes in fashion trends, the Group introduced the “Ports PURE” series to expand its product portfolio, which presents young, energetic and elegant to female customers. Chic style. The first “Ports PURE” store was officially opened in September 2016 in Harbour City, Hong Kong, expanding its product range to meet the diverse needs of its customers.

Expand the product line and increase the category of "Large Women's Wear"

On the evening of July 4th, a fixed plan was issued on Saturday. The company plans to issue no more than 797.84 million shares, and the raised funds will not exceed 834 million yuan, which will be used to invest in the fashion self-media operation incubator project and the new fashion IP collection store. And supply chain construction projects.

In the pre-plan on Saturday, the company said that as a fashion women's shoe manufacturing and retailing company, its operating income mainly comes from the production and sales of women's shoes. With the increasingly fierce competition in the footwear industry, the oversupply of footwear products has gradually emerged, and it is difficult for a single women's shoe production and sales business to bring sustained and stable operating income to the company. The company has opened 45 self-operated “Saturday MODE” brand collection stores in the first- and second-tier cities in the country. The company plans to add 280 fashion IP collection stores nationwide.

On Saturday, in terms of product categories, the fashion IP product collection store not only sells its own footwear brand, but also introduces fashion products such as shoes, bags and accessories that are complementary to the company's category and fashion positioning, enabling the company to operate from a single women's shoe. Upgrade to the business of all fashion category marketing. Nowadays, the "Saturday MODE" collection store is still based on its own brand on Saturday. The future fashion IP collection store will introduce more foreign brands, designer brands and niche personality brands.

The fixed plan on Saturday reflects the “ambition” of some women's companies to expand their product lines. Expanding the product line and developing multi-category are a trend in the development of women's wear brand. On the evening of May 12, Metropolitan Beauty announced that it had entered into a strategic cooperation agreement with Japanese children's wear company KIMURATAN and its mainland agent, Qingdao Dadu, to market and distribute KIMURATAN's two flagship brands, Love Design and BIQUETTE, through online and traditional channels. The products of (Beckett) are limited to the end of 2018. Metropolitan said that the move would diversify the group's business and expand the group's revenue stream, and complement the group's main business in lingerie products. KIMURATAN has more than 250 sales outlets in over 40 cities in Japan.

The launch of the children's wear brand by women's wear enterprises, or the introduction of children's wear product lines, has gradually become a mainstream practice in the development of multi-category women's wear brands, or can be called the "big women's" category. Women's wear brands such as Taiping Bird, La Chapelle, and Jiangnan Cloth have already had children's wear business. It is reported that the women's wear brand of Haishu's home, which is eye-catching, will also launch children's wear products during the year. Another women's shoe company, Qian Baidu, acquired the British toy brand last year. In some ways, it is also "making money for women and children."

Cross-border investment, targeting the “lifestyle” category of women

In addition to expanding the women's brand portfolio and expanding the “big women's” product line, some women's clothing companies seem to “stretch” further and carry out cross-border investment development, and the scope of investment is “lifestyle” brands and categories.

A typical company in this regard is La Chapelle. La Chapelle announced on June 14, 2016 that its wholly-owned subsidiary, LaCha Fashion, entered into a sale and purchase agreement with Kwon Toung Kyu and Kwon Joon. LaCha Fashion will subscribe for new shares issued by TNPI for US$3.75 million (approximately HK$29.25 million). Thus a share of 20.75%. TNPI has a franchise to operate and manage Segafredo Cafe in Korea, China and Hong Kong, and Segafredo is an Italian coffee brand. La Chapelle said that this stock is mainly due to the business opportunities arising from the expansion of TNPI in the Chinese market. In the future, Segafredo Cafe may be opened in the group's retail stores to enhance the customer's shopping experience.

On September 28, 2016, La Chapelle re-issued that it would inject 50 million yuan into the company and invest another 12 million yuan to establish a joint venture. Rachael executives said that the joint venture will create "Life Circle". Brands, creating a series of homes, cater to the Group's strategic concept of creating a “Lhaxia lifestyle”.

Following the investment in coffee brands and plans to enter the home business, on April 5 this year, La Chapelle re-issued that the company’s wholly-owned subsidiary, Laxia Enterprise Management, intends to subscribe for new shares issued by Beijing Mingtong at a consideration of approximately RMB 15 million. The latter is an Internet eyewear brand that is primarily sold through online channels. La Chapelle said that after entering into the share purchase agreement, the group will benefit from the development of Beijing Mingtong, and at the same time help the group to enter the high-margin glasses market and enrich its product portfolio through the resources of INMIX brand and Beijing Mingtong.

Women's wear companies involved in the field of home life are not limited to the La Chapelle family. According to reports, Jiangnan Cloth launched the furniture brand “JNBY HOME” at the beginning of this year. The brand mainly focuses on home textiles, home and bathroom products with original design and humanistic theme. According to reports, "JNBY HOME" uses two different styles of independent stores and collection stores to promote, in the independent store, in addition to the home life main line brand JNBY HOME, also includes REplay, jnby + two product lines.

Langzi shares, which is known as a multi-disciplinary cross-border, issued an announcement on July 4th to set up a fashion industry investment fund. According to the announcement, in order to promote and consolidate the “pan-fashion industry interconnected ecosystem” strategy, the company’s controlling subsidiary, Langzi Hana Asset Management, established a wholly-owned subsidiary, Shannan Chending, to establish a partnership with Wuhu Henghui and Tanggula Asset Management. Excavate more fashion-related industries and resources with the company's women's wear, medical beauty and cosmetics business.

It can be seen that the road to diversification of Langzi shares in the fields of medical beauty and cosmetics will continue. Since the third quarter of last year, the company has added seven mergers of baby and medical industry. In the first quarter of this year, the company announced that the net profit for the first half of the year will increase by 30%-60%. The company said that the company is based on the women's fashion industry and expands green. Fashion-related industries such as baby, medical beauty and cosmetics, with the expansion of business scope, operating income and operating performance have gradually increased.