Month: June 2014

CASS , Li & Fung Research Centre have jointly issued the ” Blue Book Circulation : China Business Development Report ( 2013 – 2014 ) ” , the report pointed out that China’s current business is into the era of online and offline O2O deep integration , China’s online shopping market growth will slow down next three years , a relatively mature market entry .

China distribution market has experienced significant changes

Blue Book ” 2013 China distribution market overview and its Implications for Investors ” section pointed out that China ‘s distribution market is undergoing major reforms. In the past China ‘s complex distribution process . At present , many retailers are bypassing distributors, or direct purchase online purchases from suppliers, ” disintermediation ” also sparked heated debate . In recent years, the government actively improve the circulation of the business environment ; However , China is a vast , enormous regional differences , most of the brands , the establishment of a nationwide distribution network in China is not easy, only through distributors in order to efficiently explore China markets, especially in inland areas and rural markets. While opportunities still , but distributors must continue to improve their ability to provide more value-added services , such as market analysis , inventory management and tracking of goods , it will not be eliminated.

” China Market Development Report ” section believes that since 2008 , China’s commodity trading market under the impact of the international financial crisis and the debt crisis in Europe , experienced a sharp decline , rapid stabilization and strong development in three stages. Currently, more than limit the number of wholesale and retail business, number of employees and turnover increased support and driven by the Chinese wholesale market again showing a strong momentum of development and upgrading . On this basis , the section also pointed out that the development of Chinese commodity trading markets with regional development imbalances , enhance market integrated management , information technology is widely used , market and industry development and promote each other ‘s characteristics ; while showing a wholesale scale, efficient , functional improvement and integration of physical and virtual trends .

China to accelerate the pace of transformation of the department store industry

Blue Book noted that the homogenization of competition and electricity supplier invasion , the business model to associate mainly with commission -based revenue structure development of China’s department stores suffered winter. At present, the homogenization of competition , rising operating costs , lack of professional buyers and electricity supplier under the pressure of the invasion , Chinese department store industry showed a transition to self- associate model to accelerate its business platform construction , market segments, strengthen category management actively layout tier cities , the whole trend of expanding sales channels .

Blue Book that China is the original wide open chain stores, staking type of store operating scale expansion to quality and sales efficiency changes. Meanwhile, foreign investment in China, the number of new stores chain drop , and close some stores have begun to focus on the number of expansion to improve management , enhance the ability to change a single store operators , foreign chain enterprises in China has entered a strategic adjustment. In the beginning of the strategic adjustment of foreign chain enterprises , while the development of China’s retail industry has shown rapid development of online retail market , mobile e-commerce become a craze , to accelerate the integration of online and offline , to form a full -channel shopping way , multi-format retail business trend.

Chinese e-commerce era into O2O

Blue Book noted that e-commerce is not a virtual economy and real economy to buy it closely , is the real economy in the IT support of business applications , new technologies and new business methods implemented . Previously, the integration of e-commerce and the real economy is mainly reflected in the product integration , the product that is traded on the e-commerce platform from the entity , but in two independent operators . In recent years , the integration of e-commerce and the real economy has been further deepened integration mode continuously expand and deepen , such as: the next online order, pick up line , the line scan codes , online orders , online attention, line experience and purchase , offline promotion , online ordering, online new testing, network identity and membership in the line integration, WiFi store construction industry with access mode. It can be said that the current Chinese business is into the era of online and offline O2O depth integration.

In addition , the Blue Book believes that China ‘s online shopping market growth will slow down next three years , market entry is relatively mature . As of 2013 , China ‘s online shopping market after 10 years of nurturing and growth of Chinese online shopping users has nearly 270 million people , the proportion of the total transaction size network of retail sales has nearly 8% ; Meanwhile , clothing, accessories, household appliances, cosmetics, baby , 3C, books and other daily consumer goods , and even cars, houses and other durable goods , industrial production have been achieved nuclear online sales . But with the formation of user bonus disappears and first, second and third tier cities Users online shopping habits , from the demand perspective , the future development of online shopping market growth will slow down. Supply from the market perspective , standardization (such as books , home appliances, etc. ) and semi- standardized (such as apparel ) online sales of goods have become hot products . For non- standardized products ( such as home improvement ) and high-value commodities ( such as diamonds ) , the threshold experience , commodity distribution and other aspects of online shopping is still awaiting a breakthrough . Two aspects of a combination of factors , it is expected the next few years , China ‘s online shopping market will enter a relatively mature stage .

” 61″ Children approaching, reporters from some recent dynamics found in children’s clothing brand , along with children’s clothing sales increased year by year, the biggest names in online and offline are turning children’s wear market , or try their field segments, or adjust the layout of the brand or to develop children’s product line …… not difficult to see that only the product side inventive, we can be the development of space, and the most central key point is that people must first step .

Online original big ” invasion”

Recently, the flagship line of children’s clothing Liebo , Liebo Liebo Group became an independent children’s sub-brand . The children’s on-line opened Liebo try subdivision areas. Prior to this, in addition to a menswear brand Liebo Group , other brands are all kinds of styles of women’s brands , not to the children and other segments of the layout. The industry believes that the attempt Liebo category of children’s clothing is another open layout ideas , but also a good direction . Coincidentally, the person in charge of the original men’s Tide brand VIISHOW recently said that the future will be through the expansion of the sub-category , expand the scale of the whole operation . Rather than relying on a single brand and category . “We will have to be developed in underwear, children’s clothing , women and other categories , create a new brand based on the category .”

Comment: Currently, many online brands have begun to expand the sub-category , such as Liebo , Hando , Yan Man and other sub-brands have launched or established children’s clothing brand ‘s flagship store . As can be seen from a certain accumulation of these original brand movements, the segments ” expansion” has been a regular choice. These brands have in common is original and has accumulated a large part of loyal users and a certain brand influence, by virtue of the accumulation of past master brand influence the layout of the sub- brand campaign . Currently, children’s clothing line did not form under the influence of a particularly large brands. With the sub-category online original brand layout , create a separate original brand of difficulty will increase . Sub-category when big businesses to compete and originality , it is difficult to deduct . Whether it is in flow layout, advertising platform , or the back-end supply chain , team building, and some sub-category of small businesses and Liebo Zhongyuan , Yan Man large compared to the original brand do not have such advantages . Therefore, such businesses only in its way will it be possible to get the end product development space .

Outdoor Kids territory then adjust

Recently, the ” Pathfinder ” line on the outdoor children’s clothing . Back in March of this year , Pathfinder teamed Lawlandee children’s products had been developed in the 2014 China International Clothing & Accessories Fair officially launched . According to reports, Pathfinder Kids primarily positioned as a high-end outdoor leisure products for children , their future children’s clothing business is licensed to operate Lawlandee . It is reported that Pathfinder Lawlandee cooperation with domestic enterprises to market an authorized agent behavior. Pathfinder authorization ” Pathfinder ” brand children’s right to use the field , collect brand licensing fees, and may purchase children’s goods ; Lawlandee is responsible for the operations, ” Pathfinder ” brand children’s clothing business. The two sides signed a 10-year contract , every five years would set a market indicators over the next five annual sales target of 380 million yuan .

Review : Pathfinder march hand in hand Lawlandee child outdoors, children’s outdoor space is sufficient to show the market is being further expansion. The industry believes that there are more and more companies enter the market , or to promote the rapid development of industry . With the introduction of ” two separate child” policy , family travel concept is becoming increasingly popular outdoor , children’s products market potentially very strong . Statistics show that children’s outdoor market has an annual growth rate of 40% , the relative gap in the market, youth groups on outdoor products fresh and preferences, so that young people all outdoor sports market has become the new children’s shoes and apparel industry , “Blue Ocean .” The industry believes that , at present, the domestic market, a total of more than 800 outdoor outdoor brands , annual retail sales of more than 50 million yuan of only 47 , the high degree of concentration of the industry brand has declared the overall development of the outdoor industry has become increasingly saturated . But children’s outdoor brand is different, the market is only a few brands in the operation of the manipulator , and the rest are still in the stage of testing the waters , just introduce some parents installed or children’s series , can not be considered the true meaning of cut children’s outdoor areas . How limited capacity in this slice segments , local outdoor children’s clothing business is worth their thinking.

Sports brand fresh scrape mini wind

Due to weak sales of adult clothing , children’s clothing market size and fast growth , as well as the introduction of ” two separate child” policy gave the children’s clothing industry a shot in the arm . Experts predict children’s clothing market size will thus promising market expansion , attracted so many big eye wear market . The whole piece of children’s clothing from the mall sales area, to the streets of gold shops , children’s clothing stores that more and more , and basically go all the high-end route . In many shopping malls and stores , in addition to Adidas, Nike, Kappa and other import sports brand, Anta, Li Ning , 361 °, special steps such as more and more domestic sports brand children’s clothing stores have sprung up . Most of these children’s and adult shop style consistent , and children’s clothing prices are not inferior to adult costumes.

Comments: The children’s clothing market is full of unlimited potential both , and fierce competition. According to incomplete statistics , children’s products compete in the domestic market, sports , casual wear brand has reached more than 200 . But the industry view , the development of children’s clothing market , there are many imperfections, which also enter the children’s sportswear market provides an opportunity. Relevant data show that the current 50% share of the Chinese children’s wear market is occupied by international brands, domestic 70% of non- brand children’s clothing business in the state , but because of the lack of a clear position , most companies fall into a low level , the homogenization of competition and price wars . An unfamiliar industry , facing new consumer groups, these sports brand in the ” predators” is no exception, want to squeeze children’s clothing industry , everything will start from scratch.