A Concept Of Two Dimensional Clothing Is Quietly Entering

The first half of 2020 has passed rapidly, and July will soon pass. We have experienced epidemics, floods, international disputes, but fashion brands are moving forward as always. In July, chic, a large-scale fashion exhibition in China, was finally launched offline, laying the foundation for the recovery and rise of the clothing industry in the second half of the year. While e-commerce live broadcast continued to make efforts, people also saw the problems behind the industry. International brands fell into the wave of layoffs and struggled to survive... What happened to the clothing industry last week? Go and have a look with Xiaofu!

Domestic events: July 20 - July 24

"New year of sports" has been hit hard by the epidemic situation. Is the life of local sports brands OK?

Originally, as the "sports year", 2020 was regarded by many sports brands as a new engine to continue strong performance. However, under the influence of the epidemic, the "new year of sports" has changed its course. According to the incomplete statistics before, from the beginning of 2020 to the end of March, more than 40 major international sports events have been postponed or cancelled. The sudden change of painting style is also the performance of many sports brands. According to the first quarter operating conditions announced by Li Ning, Tebu, 361 degrees and other enterprises, the drop in revenue has become a common phenomenon.

In 2020, which was supposed to be the new year of sports, the performance of many local sports brands generally fell in the first quarter due to the epidemic situation, the suspension of competitions and the stagnation of consumption. The offline channel is the main source of sports brand revenue. However, after the outbreak of the epidemic, offline stores were closed for a long time. In addition, the cancellation of major sports events made the marketing plan of sports brand events fail. The brand exposure and flow dividend decreased sharply, which eventually led to the decline of sports goods terminal demand.

When can local sports brands get out of the "haze" of performance and regain strong growth momentum? At present, the epidemic situation will still be normalized. For local sports brands, they still need to be stable in the following time, so that users can understand more clearly, meet the needs of consumers, and promote the growth of performance against the trend.

Don't you know the second dimension clothing? You're out! This industry is expected to reach 15.9 billion yuan this year

In recent years, with the increasing tolerance of the public to the clothing style, such as Hanfu, Lolita skirt, JK uniform skirt and other secondary clothing has attracted the attention of many young people. With the extension of animation IP industry chain, secondary clothing consumption has also entered into daily life, the industry is expected to reach 15.957 billion yuan this year. At present, the post-95 has become the main group of secondary clothing consumption, and about 50% of the consumers are the post-95s. According to the clothing consumption data of tmall Cosplay from 2018 to 2019, the consumption amount contributed by the post-95 generation accounts for more than 50%.

Zhongfu said: the sales of secondary clothing are currently concentrated on the Internet sales platform. In the face of such a large group of buyers, businesses sell through "pre-sale + limited amount". Due to the continuous growth of the number of secondary consumption users, from 250 million in 2017 to 334 million in 2019, the growth rate is more than 12%, and it is expected to reach 378 million in 2020. With the increase of the number of users, consumption intention and the price of customers, the scale of the secondary clothing market is expanding.

However, the rapid development of the secondary clothing market has also been criticized. Businesses use a variety of marketing methods to lure consumers to invest more money to buy. And there are also excessive consumption among enthusiasts. Consumers and consumers are influenced by the expectation of consumers. Therefore, no matter what the circle is, we should guide consumers to buy genuine copies and determine the purchase quantity according to their purchasing ability.

The decline of the noble bird, the bankruptcy of Hilton, the loss of alligator Wright 30 year history of Jinjiang shoe enterprises

In terms of "shoes made in Jinjiang" in the 1980s, it can be called the starting point of "shoes made in Jinjiang". Collective entrepreneurship is not accidental. Around 2009, many brands of Jinjiang entered the international capital market, and Jinjiang shoe enterprises entered the heyday. At this stage, Jinjiang brands are in full bloom and each has its own merits. It not only firmly locks in the middle end seats in the sports brand market, but also has the spare power to encroach on the higher-end level.

Subsequently, the market changes rapidly, under the internal and external troubles, Jinjiang shoe enterprise glory is gone forever, to decline.

Zhongfu said: today, most of the local shoe enterprises active in the market are still Jinjiang enterprises. Under the fierce attack of foreign giants such as Nike and Adidas, in the past few years, Jinjiang shoe enterprises have experienced shuffling again and again, and the surviving ones have made breakthroughs. After going through the rush like rush, crazy listing and painful transformation, the shoe making industry in Jinjiang is breaking through against the current, making efforts to segment the market and blossom from single category to multi category. Anta, guirenniao, 361 degrees and other brands continue to explore and tap into a new era. Can Jinjiang still have a big space to rebuild its sports legend?

Many measures boost the strong recovery of business, and Tebu is optimistic about the market fundamentals in the second half of the year

On July 21, TEB International (01368) disclosed the mid-term performance profit warning in 2020 and the business operation status in mainland China in the second quarter of 2020. According to the special step announcement, in the first half of 2020, the share of the company's common stock equity holders in the uncensored comprehensive profit will decrease by about 45% to 55% year-on-year, and the revenue and segment profit of main brands of the company will decrease by 25% to 30% respectively.

The main reason for the decline in the first half of the year was the decline of public health service performance. Fortunately, domestic public health events have been effectively controlled, and Tebu's sales will recover significantly in the second quarter of 2020. Despite the impact of uncertain factors, Tebu's financial situation remains good and its anti risk ability is still strong. In the second half of the year, the group continued to be optimistic about the effectiveness of the internal management of the project.

In recent years, the company's new marketing business has improved rapidly due to public health events. Tebu e-commerce strengthens the new marketing matrix by adjusting the internal product structure, precision marketing promotion and layout of live broadcasting business. In addition to eye-catching performance of heavyweight products, Tebu has also been increasing brand operations. With the joint efforts of the main brand and the new brand, Tebu has made a new leap forward, which is worth looking forward to.

International events: July 20 - July 24

Nike announced high-level restructuring and overall layoffs, which may cost $200 million

According to sportspro media, Nike has announced a restructuring of its top leadership and plans to cut a lot of its staff. The company said the layoffs would cost about $200 million to $250 million in one-off pre tax layoffs. To some extent, the high-level restructuring and overall layoffs were accelerated due to the global pandemic of NCP.

Because of the epidemic, Nike was forced to close about 90% of its physical retail stores around the world, the company said. In June 2020, Nike released its first quarter results, which said it lost $790 million in total revenue in the first quarter, but increased online sales by 75%. Nike currently has more than 76000 employees worldwide, and the number of people affected by the layoff plan has not been announced, but Nike said the possible one-time pre tax dismissal cost of the layoff is between $200 million and $250 million.

Burberry cuts 500 jobs, LV sells bags live Luxury giants embracing online?

Landlords have no food left, and the storm of layoffs is sweeping luxury goods. Luxury brand Burberry (brby: LN) announced on Wednesday that it would cut 500 jobs worldwide, including 150 at its UK headquarters, in an effort to cut costs by 55 million pounds. Swatch Group, a Swiss watchmaker with Baoji and BOPP, recently announced the layoff of 2400 people, which is the largest layoff of Swatch Group in nearly 30 years.

In Italy, where the manufacturing sector accounts for 40% of the world's manufacturing industry, a number of luxury craftsmen told the media that orders in May and June decreased by 20% to 50% year-on-year. Some even said that they had not received any orders since the summer. Performance is under pressure. In order to improve their "sense of distance" and scarcity, luxury brands begin to pursue traffic, settle in e-commerce, reach people, and even start to do live broadcasting.

But whether live broadcasting can promote luxury goods is still an open question. However, it is still not satisfied that a large number of users dare to maintain the image of selling goods in the live broadcast market.

Japanese clothing industry in the epidemic, a sad cry

Driven by the abnormal industrial chain, the once gorgeous appearance of Japan's clothing industry has disappeared. In the face of the sudden outbreak of the epidemic in 2020, manufacturers and the media are crying bitterly. Some people in the industry even exaggerate the analogy of war hospitals, which are poor in coping. Despite the oversupply of clothing in Japan, it has lasted for many years. From 1990 to 2019, the consumption increased by 19%, while the supply of the industry increased by 138%, reaching 2.38 times. The consumption purchase rate in 2019 was 48.2%.

In recent years, China's clothing industry has shifted from high production cost to low production cost in South Asia In 2000, it reached 2.355 billion pieces, and the consumption purchase rate dropped to 54.3%. After 2015, more than half of the items could not be sold.

It is expected that from the second half of the year to next year, the weak and weak clothing enterprises will be merged and reorganized, and only a few strong clothing brands will survive. Large clothing enterprises and their brands may reconsider the business chain, reduce external dependence, get rid of the channel constraints of the fiber industry, simplify the procurement process, directly connect with the origin, increase the proportion of business using the network platform, and improve the transaction Efficiency, reduce unit size, reduce channel cost pressure, through innovative product design, increase self growth ability.

"Kanye" demands board seats of Adidas and gap

Kanye West, a famous American hip hop rapper, said recently that he would withdraw from the partnership with Adidas and gap if he was not appointed to the board of directors of Adidas and gap. It is reported that as soon as Kanye West's comments were made, gap's share price fell by 7.4% on Monday, and Adidas's share price has not been significantly affected. At present, neither Adidas nor gap has responded to West's request. China Service said: before that, Kanye West announced on twitter that he would run for president of the United States, and was supported by Mark Cuban, a famous American investor, and Elon Musk, CEO of SpaceX and Tesla Motors. Kanye West, the founder of yeezy, said his campaign speech could jeopardize his position, "because I get a 15% royalty from my cooperation with Adidas every year, which makes me a billionaire, but my campaign speech is likely to leave me with nothing overnight."