What Is The Impact Of Online Channels On The Future Development Of Women'S Clothing Enterprises?

According to the world clothing shoes and hats net, this year,

The performance of listed companies is getting better and better, and the revenue from the entity channel is definitely the main force.

But on the other hand, we also see that many women's clothing companies are constantly promoting online channels.

Business has become another force in revenue growth.

Behind the performance, the impact of online channels on the future development of women's clothing enterprises may not only be so simple.

Taiping bird: launch "cloud storage" system, e-commerce business to maintain rapid growth momentum

The 2017 semi annual report shows that the company achieved operating income of 2 billion 815 million yuan, an increase of 12.72% over the same period last year.

The income of e-commerce channels increased rapidly over the same period.

The company's online retail sales increased from 696 million yuan in 2014 to 1 billion 598 million yuan in 2016, with an average annual compound growth rate of 51.56%.

In the first half of 2017, the company achieved 759 million yuan in retail sales, an increase of 37.82% over the same period last year.

The company said it is developing cloud storage system and developing cloud storage big data information platform. Through cloud storehouse, the real time storage information of the company's main storehouse and direct store can be opened up, and Unicom's online and offline sales and distribution can be realized, so as to promote the development of O2O business.

"Cloud warehouse" system supports customers to place orders in stores or online. The system backstage is shipped according to the best receiving plan or customer needs.

After last year's trial operation, "cloud warehouse" has covered all the self owned stores and some franchised stores in 23 provinces of the whole country, and the turnover reached 98 million 540 thousand yuan in the first half of the year.

O2O has covered 31 provinces in the whole country, covering 3 brands: Women's wear, men's wear and Lok ting.

In the first half of 2017, the O2O accounted for 39.6% of the new suppliers, of which 50% were newly distributed on women's wear.

Song: acquisition of electricity supplier operation platform, the first half net profit growth faster

In August 2016, the company announced that it would buy 75% stake in Bai Qiu network for 280 million yuan and indirectly control the business of Bai Qiu.

In the first half of 2017, the net profit of Bai Qiu network reached 17 million 138 thousand and 300 yuan, an increase of 127.30% over the same period last year.

The semi annual report shows that Bai Qiu Electric is a service company specializing in the operation of electronic business. Now it focuses on the one-stop operation service of the high-end high-end international fashion brand e-commerce business, including operation planning, digital marketing, commodity planning, merchandise shooting, visual design, CRM, customer service and warehousing logistics.

The category of business operated by Bai Qiu includes clothing, watches, luggage and footwear. The brands in operation include clothing Sandro, Maje, 6ixty8ight, watch accessories, Pandora (PANDORA), Tissot (Tissot), SWATCH, FOSSIL, bags, ELLE, Kipling, Delsey, shoes, shoes, and so on.

After joining the company, the company has formed a complete online and offline channel to broaden the existing brand's network sales and brand promotion network.

An Zheng fashion: push the Internet brand, the proportion of e-commerce revenue increased

In the half year of this year, an Zheng fashion reported that the company has increased investment in network sales, established a micro mall, realized online and offline listing and sales of the same type, and launched the "Anna Kou" Internet e-commerce women's clothing brand, using the mode of Internet e-commerce sales, and the online sales revenue in the first half of 2017 amounted to 28 million 461 thousand and 200 yuan.

In the first half of this year, the company has completed the whole channel construction of nine posture brand and Yin Mo brand and achieved full channel marketing.

Expanding the online virtual business circle besides physical business circle, the integration of all channels enables the original channel resources to take on new functions without increasing investment. For example, the company's goods distribution service is added to the value-added service of the entity store; through the integration of online and offline member management systems, VIP members have exclusive membership ID, which is universal in all channels.

Half year report shows that from 2014 to the first half of 2017, network sales accounted for 4.31%, 9.14%, 10.98% and 12.71% respectively, showing an upward trend year by year.

Jiangnan cloth clothing: online interactive marketing to promote offline retail, business revenue continues to grow

Jiangnan Buyi said that it has established a full channel interactive platform consisting mainly of three parts: retail stores, online platforms and WeChat interactive marketing service platform, aiming to create a "fan economy" system.

The company said that under the "fans economy" strategy, the retail stores in the first half of fiscal year 2017 increased by 11.3% compared with the same store. One of the important reasons is the increase in membership consumption brought by WeChat interactive marketing service platform.

In the first half of fiscal year 2017, the retail sales contributed by the members accounted for 63.6% of the total retail sales of the company.

By the end of 2016, the company already had more than 1 million 600 thousand members, of which WeChat members exceeded 1 million 100 thousand, and the number of active members exceeded 2016 in 2016. The total number of members who had purchased more than 5000 yuan reached 113 thousand, and the total retail sales amounted to 1 billion 330 million yuan.

According to the results of the report, the absolute amount of revenue from the sales of Jiangnan Buyi 2017 under the first half of the fiscal year and offline sales channels continued to increase, and the online channel revenue reached 96 million 655 thousand yuan, accounting for 7.4% of the total revenue, and remained stable overall.

La Natsu Bell: launches men's online business, electricity supplier becomes revenue growth power

La Natsu Bell said that the group's revenue in the first half of 2017 was 4 billion 282 million yuan, an increase of 6.9% over the same period last year. The increase in revenue mainly came from the sales of group monopoly channels and the continuous growth of online revenue.

The income of online platform reached 535 million yuan in the first half of 2017, an increase of 44.9% over the same period last year, accounting for 12.5% of total revenue, representing an increase of 3.3 percentage points over the same period last year.

According to the China Daily, the company operates the group's women's clothing online business through the Affiliated Companies of Hangzhou, which is a non wholly owned Affiliated Companies. In the first half of the year, the e-commerce business focused on content and CRM operation, enhancing brand activity and increasing customer stickiness.

The company said that from the total paction volume, the group's main brand La Chapelle has entered the Tmall platform TOP10, and the Puella brand has entered TOP20.

La Natsu Bell said that the group launched the men's wear line business in the first half of 2017, and is now in the testing stage by the Shanghai men pin Industrial Co., Ltd., which is invested by the men's clothing business company, which is invested by the group.

In the second half of this year, the group will strengthen the business development of menswear brand online and offline.

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Day broadcast fashion: Launch official mall, electric business become company's growth power

In the semi annual report, the daily fashion said that while promoting multi brand development strategy, the company gradually developed into a consumer centric full channel sales network, set up offline experience stores, and integrated online and offline resources.

Corresponding to the company's whole network marketing strategy, the official mall of the company was formally launched in July 2017.

In August this year, the company received an institutional investor survey, saying that the growth of revenue from e-commerce is a major reason for the company's revenue growth in the first half of the year, and its revenue growth is faster than that of offline businesses.

The company's online channel was originally located in the digestion of old stock, but with the rapid growth of the electricity business, the proportion of the company's business increased, the company revisited the status of online business, and will become a very heavy channel for the company's products in the future.

The company's own online shopping mall has been formally launched and dedicated to the development of online business, and the whole channel of Future Ltd will integrate Internet and offline business.

Wimnus: launching "micro mall" and starting to force online channels

Vigna S said in a semi annual report that the main brand VGRASS brand has been put into the "micro mall" online channel since last year, and is regularly promoted with the terminal stores on a monthly basis.

In the first half of 2017, sales increased month by month. At the same time, the O2O mode was tried through online channels, and the contribution ratio of O2O sales contribution was also improving.

In the first half of the year, the online sales of M & a brand TEENIE WEENIE increased rapidly, and online sales rose by 54% in the middle of June, up 30% year-on-year in the first half of the year.

The company's online revenue in the first half of 2017 amounted to 89 million 891 thousand and 800 yuan, while there was no online channel data in the same period last year. Considering that TEENIE WEENIE was the reason for the beginning of this year, it can be speculated that a large part of the data is TEENIE WEENIE's online revenue data, while the main brand VGRASS only started in the past year.

Hua Shang observed: the influence of online channels on the future development of women's clothing enterprises has gradually increased.

After sorting out the revenue situation and development strategy of the above listed women's clothing enterprises in the business of e-commerce, we have a feeling that in the past two years, especially in 2017, the business of electronic commerce is precisely that online channel operation has become an important force affecting the development of women's clothing enterprises.

First of all, we can see that the revenue growth of online channels has become an important reason for the growth of women's clothing.

Women's online revenue is generally faster than the offline channel due to the smaller base and the rapid development of their business.

For example, Taiping bird, La Natsu Bell, Japanese fashion and other enterprises have attributed the main reason for the growth of their performance to the rapid growth of the electricity business.

In fact, compared with casual wear, men's wear and sportswear, women's clothing enterprises, especially high-end high-end women's clothing brand enterprises, are more inclined to become "non-standard products" on line retail because of their individuation, stronger experience, higher price and more SKU. This leads to the relatively slow growth of the development of women's clothing business and the volume of their products. At the same time, it can also explain the development of women's clothing enterprises such as La Natsu Bell and Taiping bird with the "public leisure" gene business.

But now, the online channels of women's clothing enterprises are also beginning to keep pace with the development of the market.

Second, the more important influence may also be the strategic influence.

Pulling performance is only one aspect, and will be more influenced by market factors.

However, the operation capacity of online channels and the establishment of business operation thinking may be the most important.

In this regard, various enterprises have different tricks and actions, such as the launch of the online fashion brand, the acquisition of electricity supplier by the company, the interactive marketing platform of Jiangnan Buyi power, the launch of the cloud storage system by Taiping bird, the fashion of vogue and the attempt of the official mall by Vickers.

This can be attributed to the cultivation of online channel operation capacity and the formation of its online business thinking.

Moreover, most enterprises have pointed to the "full channel" business mode of establishing online and offline channels. This also shows that online channels are becoming an important part of the future development strategy of women's clothing enterprises.

Finally, it is summarized that the current situation is that in addition to La Natsu Bell, Taiping bird and other popular fashion casual women's clothing enterprises, women's clothing enterprises half year online channel revenue scale is roughly between tens of millions, accounting for the proportion of revenue is basically still in the single digit, we are basically in the same starting line.

In the future, the competition of women's clothing enterprises is only at the initial stage, and perhaps an important driving force for overtaking or leaving position is coming from online.

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