Chanel China's rights defense road is not smooth

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Chanel’s act of defending rights, which has always been to fight against fakes, is not as smooth as it is in China.

According to the latest announcement of the Chinese Intellectual Property Court, the French luxury brand Chanel’s infringement lawsuit against Ye Mengzong, a jewelry store owner in Guangzhou, was rejected in April this year after the second trial in April. The reason is that Chanel does not have sufficient evidence to prove the store operated by Ye Mengzong. When selling the goods Dacoz involved, there are cases where the products involved are similar to the registered trademarks of Chanel, so as to attract consumers and promote products as trademarks.

According to the court's public information, Ye Mengzong opened a jewelry store in July 2014, mainly selling Hong Kong jewelry brand Zhou Baifu products. On June 7, 2016, the former Haizhu District Industry and Commerce Bureau received a clue from a company to Ye Mengzong. The shop in operation examined and found that a batch of allegedly infringing goods contained jewellery containing “double C” logo. After the on-site identification, Chanel’s agent believed that the goods constituted an infringement of the exclusive right to use the registered trademark.

On the same day, the former Haizhu District Industrial and Commercial Bureau decided to investigate and deal with the case. On September 30, 2016, the former Haizhu District Industrial and Commercial Bureau made the "Administrative Punishment Decision", arguing that Ye Mengzong constituted a trademark infringement, fined him 80,000 yuan and confiscated related commodities. Chanel immediately sued Ye Mengzong to the Haizhu court on the grounds of trademark infringement, requesting the court to order Ye Mengzong to compensate for economic losses and other 100,000 yuan.

After the first trial of the Haizhu District People's Court in Guangzhou, Guangdong Province, it was found that Ye Mengzong infringed on the exclusive right to use Chanel's registered trademark, and sentenced Ye Mengzong to compensate Chanel for economic losses of 60,000 yuan, but Ye Mengzong refused to accept the appeal to the Guangzhou Intellectual Property Court.

Ye Mengzong believes that he sells Zhou Baifu brand products, the products sold must be sent to Zhou Baifu after the test is qualified to hang Zhou Baifu's label, the related products do not use the registered trademark of Chanel, and the Chanel agent's on-site identification results do not have credibility. Secondly, a total of 8 products involved, the price is only 6,000 yuan and has not been sold, did not cause Chanel to suffer losses.

The Guangzhou Intellectual Property Court pointed out that the focus of the second-instance dispute in the case was whether the goods sold by Ye Mengzong’s shop infringed the trademark exclusive right of Chanel, that is, whether the shape of the goods could be legally constituted to constitute a violation of the exclusive right to use the registered trademark.

Qu Wanju, assistant to the judge who participated in the trial, said that when the shape of the commodity is similar to the registered trademark, it is necessary to determine whether the commodity constitutes trademark infringement, first of all to determine whether it constitutes trademark use, and secondly to determine whether there is misleading consumer, constitute Confusing, causing consumers to misinterpret the goods involved as trademark owners' goods.

Chanel's loss of complaint has aroused great concern in the industry. Some people in the industry said that the second-instance approach of the case reflects the innovation of the trial concept. For trademarks, commodity packaging and other commercial identification intellectual property rights, it is necessary to combine the distinguishing and elastic nature of the protection scope. Keeping the commercial logos at a sufficient distance also allows the public to learn and imitate outside the scope of rights.

It is worth noting that this is not the first time Chanel has defended rights in Guangzhou.

As one of the brand's highest premium luxury brands, Chanel has been very cautious about the maintenance of the brand image, and it has adopted a non-restraint attitude towards the gray market such as fakes and purchasing.

As early as the 1990s, Chanel was approved by the National Trademark Office to register the No. 793287 trademark, and approved the use of the 18th category of wallets, wallets, briefcases, handbags, backpacks, travel bags, travel bags, and mobile phones. Boxes, etc., valid from November 21, 1995 to November 20, 2005.

On December 15, 2005, with the approval of the State Trademark Office, the trademark renewal registration is valid from November 21, 2005 to November 20, 2015. Subsequently, Chanel was approved by the State Trademark Office to register the "CHANEL" trademark No. 145865, and approved the use of goods as the 18th class wallet, purse, handbag, official purse, wallet, etc., valid from April 15, 2011 to 2021 4 On the 14th.

Despite this, Chanel is still the most popular luxury brand in the counterfeit market. Not only Taobao, but also the high-end imitation goods in the offline stores, the price ranges from tens to hundreds, not as good as 10% of Chanel's original price. Behind this is the strong consumer demand for Chanel handbags.

In 2014, Chanel discovered that many stores in Guangzhou Wanling Plaza sold their infringing products. Later, in 2015, they were purchased as ordinary customers at the “Manfair” store in Wanling Plaza in the notary of the notary public in Jiangmen City, Guangdong Province. A belt with a unit price of 25 yuan was purchased. At the same time, another shop numbered 270 yuan was purchased at another shop numbered 2A096, and the corresponding bills and business cards were obtained.

After comparing the notarized storage, the overall buckle shape of the belt is “double C” logo, and the “CHANEL” and “double C” logos are used on the outer packaging, lining, front, zipper and tag of the handbag. Infringement of the exclusive right to use the registered trademark of Chanel will mislead consumers into purchasing behavior, which will damage the brand value of Chanel to a certain extent.

Subsequently, Chanel filed a lawsuit against the two shop owners, Guangzhou Wanling Real Estate Co., Ltd. and Guangzhou Wanling Property Management Co., Ltd., demanding that the two shop owners immediately stop the infringement and compensate for the economic losses, and that Wanling Plaza condoned the merchants to sell the infringing products. It is also necessary to bear the responsibility for liquidation.

In November 2016, the Guangzhou Yuexiu District People's Court ruled that the two shop owners immediately stopped selling the goods involved in the infringement of the plaintiff's registered trademark exclusive rights. Each person compensated Chanel for economic losses of RMB 30,000, but dismissed the plaintiff Chanel's other lawsuits. The request is that Wanling Plaza has clearly required the merchant to issue legal products in the contract, and has fulfilled its reasonable duty of care.

In another case of infringement, Guangzhou Fashion Business City, which is also the management party, was not spared. In 2014, Chanel filed a lawsuit against Hu Mou, the owner of the “Kaxianni Leather Store” at Shop 011, West Third Street, Guangzhou Fashion Commercial Plaza, requesting the store to immediately stop selling counterfeit goods and make compensation, and sold it to Humou by Fashion Business City. The infringing goods provide the convenience of the business premises, and the fashion business city company shall assume the joint tort liability.

After the court heard, the judge held that Chanel has a high reputation and significance in China. As a business operator, Hu should have higher duty of care than the average consumer. It should be known that the handbags and handbags involved are infringing the registered trademarks of others. Products with exclusive rights, but fail to provide reasonable duty of care, and fail to provide legal and valid evidence to prove that the sale of the infringing products involved in the case has a legitimate source, and its behavior has constituted the infringement of the exclusive right to use the registered trademark of Chanel, and shall bear the civil liability for compensation for losses according to law. And stop selling handbags that infringe the exclusive right to use the registered trademark of Chanel Company No. 145865.

As a leasing party and management party of the shopping mall, the Fashion Business City Company shall have the obligation to supervise the merchants carrying out business activities in its premises, but let Hu, who does not have an industrial and commercial business license, open a store, which belongs to its supervisory duties and legal responsibilities. Indifferent, according to the law, Hu shall be jointly and severally liable.

It is not difficult to find out that the above three cases occurred in Guangzhou, but there are three different judgment results, which means that luxury brands such as Chanel will face greater challenges in the Chinese market. In order to better supervise and grasp the Chinese market, Chanel has increased its anti-counterfeiting efforts, and at the same time, it has adjusted the price difference at home and abroad to attract more powerful Chinese consumers.

For Chanel, who believes that only he has a say in true and false, the second-hand luxury trading platform is also a breeding ground for fakes.

In March last year, Chanel filed a lawsuit against the second-hand luxury retailer What Goes Around Comes Around (WGACA) in New York, the first lawsuit between luxury brands and second-hand retailers. Chanel said that WGACA misleads consumers into believing that the retailer has a formal relationship with Chanel and has explicitly rejected WGACA's request for an official partnership.

In November last year, Chanel filed a trademark infringement and counterfeiting lawsuit against The RealReal, accusing the resale website of claiming that the product was 100% authentic, but actually sold the fake Chanel handbag. In March of this year, The RealReal asked the federal court in New York to cancel the lawsuit, but Chanel counterattacked in April this year and again initiated the lawsuit for the same reason. The RealReal spokesperson Christine Heerwagen responded that Chanel is only intended to prevent consumers from reselling their second-hand products or to purchase them at a discounted price.

However, The RealReal, which officially landed on the NASDAQ Stock Exchange last Friday, is still optimistic about the capital market. The stock price soared 44.5% to US$28.9 on the first day, with a market value of US$2.39 billion, far exceeding the market. A valuation of $1.5 billion.

According to public information, The RealReal revenue rose 55% to $207 million in 2018, and the net loss increased 40% to $75.8 million from 52.3 million in 2017. In the first quarter of 2019, its revenue surged 49.6% to 6925. Ten thousand dollars, net loss recorded $ 23.22 million, compared with a net loss of $ 14.1 million in the same period last year. During the reporting period, the number of active buyers on the platform was 456,000, compared with 326,000 in the same period last year.

To be sure, the classic and limited editions of luxury brands such as Chanel have clearly become the target of investment for consumers, not just fashion items, but the existence of fakes has made Chanel still have a strong sense of distrust of the channel of e-commerce. .

Chanel Pavlovsky, president of Chanel's fashion department, said in an interview last month that even if competitors such as LVMH and Kaiyun Group continue to expand the scale of e-commerce in China, the brand will not consider selling core products such as ready-to-wear and handbags online. . He stressed, "The best experience for Chanel is in boutiques, and we are not sure if consumers can fully understand us through the cold screen."

It is worth noting that some people have previously revealed to the fashion business newsletter that Chanel Beauty will enter Tmall to open an official flagship store this month, which is regarded as a big step for the brand in the Chinese online market. At the same time, Chanel continues to expand physical stores.

According to Chanel's latest annual performance data, the brand's sales rose 10.5% year-on-year to US$11.1 billion to approximately 9.8 billion euros in 2018, while operating profit increased 8% to US$3 billion. Among them, Chanel's sales in the Asia-Pacific market including China soared by more than 20% to 4.7 billion US dollars, surpassing Europe as the world's largest market for the first time.

As of now, Chanel has not responded to the second-instance report, and foreign media have commented that this is a major setback for the brand's anti-counterfeiting road.


Adidas Was Declared Invalid by the EU!

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For a long time, the German clothing giant Adidas is well known for its three-leaf clover and three-bar logo, but it also pays great Dacoz attention to the protection of trademarks. However, on June 19, according to media reports, the Second High Court of the European Union announced that Adidas’ “three-bar” mark was invalid as a trademark because of its lack of uniqueness; it also supported the European Intellectual Property Office (EUIPO) cancellation in 2016. Accept the decision of the trademark.

As a world-renowned sports brand, Adidas has always been very tough in protecting trademarks. It is reported that even the US electric car giant Tesla has been sued by it because the "three" in Tesla Model3's trademark design uses a three-bar design and plans to print this logo on clothing. According to reports, the US clothing giant Forever 21 was also attacked by Adidas: its four-bar design is based on the three-bar design of Adidas.

In addition, Belgium's Shoe Branding Europe has a decade-long dispute with Adidas for its double-striped trademark. After repeatedly conflicting with other brands because of trademarks, this time the family was directly declared by the EU--the EU was invalid, and I don’t know where Adidas’ face is going.

According to reports, Adidas said on Wednesday that it was disappointed with the EU decision, but this decision will only affect the specific use of the logo. What does this mean for China? It is speculated that as long as the Chinese market is not affected, the situation in Adidas is not too bad. It is understood that China and North America account for nearly 50% of Adidas' global market share.

Accordingly, Kadper R rsted, president of Adidas, said that the brand has great potential for development in the Chinese market. The company plans to open 1,000 stores in China this year and expand its local e-commerce business. Data shows that Adidas recorded a 23% increase in total sales in Greater China last year, which is three times the growth rate of other markets around the world. From this point of view, the Chinese market may be the base of this giant.


How does Tiffany leverage 520 to win a new battlefield for luxury marketing?

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WeChat, with more than 1.1 billion monthly active users, is becoming a new battleground for luxury brand marketing. The huge impact of every action on the retail industry cannot be taken lightly.

On May 6th, a WeChat friend circle advertisement of luxury jewelry brand Tiffany caused a lot of resounding among young people. This time, Tiffany launched the special recommendation of Modern Voucher Codes Keys in conjunction with the 520 festival node. It was released for a limited time through the WeChat small program boutique, and the friends circle advertisement was used for social promotion. After the advertisement went online, the effect far exceeded that of the same industry. The praise rate was as high as 6 times the industry average, the interactive comment rate was close to the industry average of 3 times, and the special payment chain with a limit of 200 was sold out in the small program boutique in only 6 days.

In China, Tiffany has become a veteran of social marketing, and it took only over a year. After Tiffany's new CEO Alessandro Bogliolo and Chief Art Officer Reed Krakoff took office, one of the brand's new strategies is to make customers have a simpler, more relaxed and enjoyable shopping experience in Tiffany. This core initiative is reflected in Tiffany for more than a year. Come to a series of actions. Tiffany's first test of WeChat small program e-commerce has won the recognition of young audiences. It originated from Tiffany's “Love and Dream”, which has always emphasized the brand, on the WeChat platform for content creation and refinement, so that the brand concept and audience can touch The scene is highly consistent.

For many of the most ambitious luxury brands in China's online marketplace, Tiffany's innovative social marketing strategy is undoubtedly an important reference. The 182-year-old high-end luxury brand has firmly grasped the hearts of contemporary young consumers through social e-commerce, big data mining, and the brand's own cultural characteristics.

520 Festival Emotional Marketing

Emotional marketing has always been an important means for luxury brands to carry out brand promotion. However, in recent years, for the Chinese market where social culture is different from European and American markets, luxury brands have begun to grab consumers' attention on more localized emotional attributes, but no matter what form. And the opportunity, the commonality of luxury brand marketing is around the line.

Whether the consumer is in contact with the brand from offline or online determines the difference in consumer behavior. For example, when consumers go online to store, the consumption decision is often more direct. The decision to make a purchase is made through the experience of the physical store and the information transfer of the salesperson. The environment is more closed and the information noise is relatively small.

However, on the Internet, consumers are more inclined to “discovery shopping”. They often do not have the purpose of purchasing in advance, but in the process of “experiencing unexpectedly” on the online and inviting consumption, the impulse to stimulate consumption. Behaviors tend to be random and emotional, meaning that online marketing of brands is more dependent on content, and only good content can activate the “switch” of consumer shopping.

Tiffany stands out in luxury marketing and has an important relationship with content. Making emotional content that is more in line with the characteristics of young consumers and online scenes, with the emotional story that echoes the brand culture, is the logical basis for the success of emotional marketing.

The success of Tiffany's marketing of social e-commerce is based on the 520 emotional festival. The cultural value of “love” and “dream” advocated by the brand itself has already been deeply rooted in the hearts of the people, and combined with the “520 confession day” node to create high-quality content. , achieved this successful emotional marketing.

Since 1837, the culture of marriage and love has been one of the core concepts of the Tiffany brand. In 1886, the founder of Tiffany took the lead in launching the Tiffany Setting six-prong set diamond ring and pioneering the history of diamond ring proposal. In more than 130 years of history, this diamond ring has not only become the most classic best-selling choice, but also Tiffany and "marriage proposal". "Closely connected, become synonymous with "love."

In 1961, the famous movie star Audrey Hepburn's classic movie "Tiffany's Breakfast" further connected Tiffany with "Dream", creating a dream for many female consumers to have a Tiffany diamond ring wrapped in a blue gift box. Audrey Hepburn, who is eating breakfast outside the Tiffany window, has become the embodiment of countless female consumers of Tiffany.

Love and dreams, as the foundation of Tiffany culture, have never been shaken. How to enable young users to understand and accept the brand culture is the primary challenge of brand rejuvenation. In fact, the marriage and love culture has never withdrawn from the historical arena. Young people still need brands that can truly represent their feelings. How to dialogue with young people has become a new direction for the brand. Therefore, in the younger transformation, Tiffany also emphasizes the modern concept of love in recent brand communication, and firmly believes that regardless of age, race, and region, true love is above all else.

It is worth noting that any kind of culture is regional, and China's marriage and love culture is different from the European and American world. On the one hand, the “confession culture” embodied in this propaganda copy is a unique phenomenon of Asian culture. On the other hand, Tiffany chose Liu Yuran, a well-known and favorite local audience, as a promotional image, and also won the support of the young camp for this marketing. Through the crowd data mining technology, WeChat ads help Tiffany to target Liu Yanran fans, effectively improve the interaction, comments and praise rate of advertisements, get better social communication through the active forwarding of fans, and maximize the fan effect of celebrity spokespersons. Chemical.

The intersection of brand culture and 520 emotional marketing makes Tiffany's marketing look natural and not deliberate, and is more easily accepted by young consumers. At present, Chinese pop culture often involves marriage and love culture, which provides more marketing opportunities for Tiffany, which is closely related to this culture.

Innovative use of luxury brand social e-commerce

In order to maintain their own brand tonality and value, luxury brands have long maintained a certain distance from consumers to maintain mystery. And as millennials and even younger people gradually become the main consumers of luxury goods, continue to maintain "high cold" or will make the brand miss a new generation of users. In order to adapt to new market changes, brands must change the way they communicate and the way they communicate.

As mentioned earlier, consumers' online shopping often stems from the consumption impulses they generate with the “unexpected encounter” of information. As consumers' shopping paths change from “search-based shopping” to “discovery shopping,” their shopping decisions are more susceptible to the information they receive every day, especially for millennials, who use mobile e-commerce and social media as access. The preferred channel for brand information.

This means that luxury brands must be integrated into the lifestyle of consumers. In China, WeChat is the lifestyle of young consumers. Tiffany grew from a newcomer to social marketing to a "super player" in WeChat, and began to realize that WeChat is more than just a social media, it is a way of life.

McKinsey's latest 2019 China luxury report title has pointed out the direction of change - "social fission: China's "post-80s" and "post-90s" to promote the global luxury new track, luxury brands are embarking on social And younger on the road. In China, WeChat (including WeChat) with more than 1.1 billion users is a strong partner to help luxury brands achieve this change.

In May of this year, Tiffany chose to launch a limited-time boutique through the WeChat applet, which jumped directly from the circle of friends, and the loading speed was improved and seamlessly connected. In combination with WeChat payment, from the heart to the next, the experience of fluency has been significantly improved, and the sales conversion effect has also been significantly improved.

In fact, in recent years, luxury brand holiday marketing, more and more luxury brands have chosen to open a small program flash shop. Although the event is time-limited, the small program is the long-term asset of the brand. As an online sales channel, service platform, brand product display platform, customer relationship management platform and other functions, it will precipitate fans and retain users.

According to the statistics of the fashion headline network, there are nearly 50 luxury brands that have passed the small program, 76% of which have sales conversion ability. At least 15 representative luxury brands launched small programs last year. Among them, 10 brands set up a special small-time limited-time shop for the Tanabata series, which became the biggest highlight of the luxury brand Tanabata marketing last year. In the "Double 11" annual shopping festival last year, according to the official data released by WeChat, compared with last year's November 1st to 11th, the DAU of the brand self-operated small program increased by 7 times during the same period of this year. The transaction amount increased by 22 times.

Tiffany chose to put online boutiques on small programs, not only to ensure a smooth user experience, but also to focus on the precise crowd orientation, long-term customer maintenance and data mining capabilities in the WeChat ecosystem.

The placement of the circle of friends helps Tiffany effectively reach the most appropriate user population. Through WeChat's interest tag orientation and advertising remarketing capabilities, Tiffany not only fully covers the brand's loyal users, but also attracts more potential consumers with the 520 marketing, achieving the dual effects of sales conversion and fan accumulation.

Successful product selection

The product is still the foundation of any brand. The success of marketing is not the subtlety of marketing means, but the complete closed loop from product to marketing and then back to the product. Tiffany 520 marketing gives the right way to attract more and more savvy and rational consumers, how to launch suitable products during the holiday season to give consumers a real sense of identity, let the brand “lock” consumers and increase conversion rate. demonstration.

The Modern Keys recommended for sale is based on the brand's most classic Tiffany Keys key series, which has always been a classic style recognized and desired by high-end consumers, and it also means “opening the possibilities”.

Modern Keys is a new product in the Keys series in recent years. The design is simple and modern, and the price is also the entry level of this series, which is very suitable for young consumers. The special model that was released this time was created by the combination of two Modern Keys to create a "natural pair" marketing concept, and the original content of the series was reasonably placed in the context of love, subtly echoing the confession scene of 520.

Choosing the right product, using the right emotional content, and passing it through the right way is the basic condition that a marketing should have. From the case of Tiffany, it is not difficult to see that luxury brands want to play social marketing in the WeChat ecosystem. They not only need to change marketing thinking, but also long-term and continuous deep cultivation. It is not a marketing initiative that can become a master, but Fully understand the different product capabilities and resource values ​​within the WeChat ecosystem, and better play the ecological integration marketing value through the combination strategy.

Tiffany has undoubtedly achieved a win-win situation in product selection and marketing strategy, which is ultimately reflected in the performance. In FY 2018, as of January 31, Tiffany's sales increased 7% year-on-year to $4.4 billion, comparable sales increased 4%, and net profit rose 58% from last year's $370 million to $586 million. During the period, the Group's sales in the Americas region increased by 5% to US$2 billion, and sales in the Asia Pacific region increased by 13% to US$1.2 billion. Since the beginning of this year, Tiffany's share price has risen more than 20% to 95 US dollars per share. Last week, it broke through 100 US dollars, and the current market value is about 11.6 billion US dollars.

The key to Tiffany's success lies in insight and dialogue with young Chinese consumers. WeChat has become the most influential platform for Chinese luxury consumers. Some analysts believe that this means that for luxury brands, when users need to query or purchase products on the mobile phone, it will be important to search for the brand's small program on WeChat for the first time, because this may be opened and The key to the opponent's gap.


Aspinal of London last year's revenue of 31.4 million pounds

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The brand-new performance report core data was released in the UK's popular British luxury handbag brand Aspinal of London, which was favored by Princess Kate.

According to the DressLily Promo Code financial report, in the 2018 fiscal year ended March 31, sales of Aspinal of London recorded 31.4 million pounds, an increase of 7% year-on-year, and the loss before tax expanded more than doubled to 3.2 million pounds, due to the opening of the store. Cost increase impact.

Kate's Aspinal of London with a fire last year, 31.4 million pounds

During the period, Asinal of London recorded an increase in revenue from all channels, with e-commerce revenue recording 8% year-on-year, accounting for 41% of total sales, and wholesale and franchise channel revenue growth of 22%, benefiting from The brand's accelerated expansion in the international market.

It is reported that the Asinal of Londo, which was founded in 2001, has a unique British temperament and a texture and intellectual small leather design. It has been encircled in a big bag and introduced to China by Super-in Fashion Group in 2016. And quickly became popular in the country.

Whether it is the marriage of Princess Kate or the celebration of the 60th anniversary of Queen Elizabeth, Aspinal will invite Aspinal to design a specific style, which is the royal brand of the British royal family. The price is only 3K+, which is very high cost performance and is widely accepted by consumers. Their love.

It is understood that in the workplace fashion drama "You and my Allure", Liu Fanfei, who played the role of Li Xiaoyuan, who dared to love and hate, became the brand ambassador of Aspinal of London in China in February this year.

In addition, Asinal of London officially announced in April last year that it will cooperate with B&H China Cultural and Creative Center to jointly develop lifestyle products integrating Chinese non-legacy cultural elements and British fashion design techniques, aiming at global luxury fashion lovers. A fashion product that blends Chinese original art.

Kate's Aspinal of London with a fire last year, 31.4 million pounds

It is worth mentioning that Asinal of London announced the 2018 new product launch conference at the Regent Street flagship store in London on February 19, 2018, and announced that the boutique lifestyle platform temple library has become its official online partner, jointly for the luxury of Asia. Consumers provide quality service.

Previously, Temple Library signed a strategic cooperation agreement with the world-renowned department store brand Parkson Group in Shanghai. The two parties will integrate their respective superior resources, build an online and offline omni-channel sales and service network, open up the membership system and big data, and realize new retail “people, Reconstruction and upgrade of goods and fields.


The rise of the national tide brand threatens Uniqlo

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With the rise of the national tide apparel brand, the clothing market began to tighten. As the fast-moving brand UNIQLO and ZARA developed into a bottleneck, sales have dropped significantly. In the face of these Romwe Promo Code difficulties, Uniqlo has vigorously laid out e-commerce for survival, and this is for itself. Stay behind? How is this going?

The rise of the national tide brand, Uniqlo for survival, and vigorously layout e-commerce?

Today, with the rapid development of the Internet, various industries are undergoing various changes. The sales of fast-selling apparels are showing a downward trend. It is like ZARA has only 12 new stores opened in 2016 to 2017, and the UNIQLO parent company has successively Closed four domestic stores, the rise of domestic apparel brands with pure e-commerce, it uses the highest technology to adapt to development, and a set of online and offline operating lines, which have accelerated the "fall" of fast-selling apparel. .

Therefore, Uniqlo has made great efforts to lay out e-commerce and change the way of operation in the past. This is undoubtedly to keep pace with the development of the times, but this kind of practice is more like the survival of Uniqlo, will it work?

Rely on e-commerce platforms and small programs to save sales!

Uniqlo uses the social nature of small programs and e-commerce platforms to create consumer desires for purchase, but the effect of this approach is not immediate, it requires a long process of accumulation.

In addition, whether it is to expand sales channels or increase the types of goods, this is a way to save sales, so how long UNIQLO can "support".

Uniqlo, which seems to survive on the ground, is actually leaving the way for itself. How long can it "support"?

The founder of Uniqlo once said that Uniqlo is positioned as a technology company, not a clothing company. From this point of view, although UNIQLO is now dominated by e-commerce, it will be re-arranged through digitalization, and as far as possible, there will be better services while reducing costs!

However, this is not to say that Uniqlo will abandon the line. After all, both offline and online are the two branches of Uniqlo. Therefore, the simultaneous development of both sides will definitely bring good development to the company. This is also a “return” of Uniqlo. "If the future e-commerce is not suitable for the development of the market, then it has another option.

By the same token, if the offline store is not developing well, it will choose to vigorously develop e-commerce. Therefore, it must be said that Uniqlo’s approach seems to be a survival for the rest of the world. In fact, it is looking for a way for itself, but it can still How long does it hold?

In the face of the rise of the Guochao brand, Uniqlo has lost sales and encountered bottlenecks in development. It has to vigorously lay out e-commerce, but it seems to be a survival for the rest of the world. In fact, it is to leave behind for itself, as a UNIQLO for fast-selling apparel, nowadays The approach is the most correct choice!

Uniqlo used to be the giant of clothing brands. Now it seems that there is deep meaning behind the survival of life, but how long does it take for you to play such a role? Can it "support" this time?


Patagonia and the "destructive environment" industry companies draw a clear line

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The high-end outdoor brand Patagonia (Patagonia) has recently revised their "corporate sales program" selection criteria, and will cooperate more with those who focus on sustainable development and Romwe Promo Code environmental protection in the future, while The industry that believes "destruction of the environment" draws a clear line.

Patagonia's clothing has always been the darling of the US financial and technology industry, especially the Patagonia Nano Puff series of vests have been nicknamed "Power Vest." Many companies will customize vests with their own logos for Patagonia. People wearing such vests have become a unique landscape of gatherings of American technology and financial companies such as Silicon Valley.

But not long ago, Binna Kim, president of Vested, a communications and financial industry, was rejected when customizing Patagonia vests. Patagonia's dealer said in response to Kim: "Patagonia has no prejudice against your customers and the financial industry. But they don't want to promote them in this industry through joint cooperation. They want to have them. Corporate cooperation with the same philosophy and mindset."

According to the dealer, Patagonia does not currently want to cooperate with industry companies such as drilling, oil and damming that “destroy the environment”. Although Patagonia will review each company's applications one by one, the financial industry as a whole is one of the industries they do not want to cooperate with.

A representative of Patagonia later confirmed that they had changed the selection criteria for the "corporate sales program" but did not disclose the specific change time. In his statement, he said: "Our corporate sales program is responsible for managing sales to other companies and non-profit organizations. We have recently turned our attention to working with companies that protect the planet as a priority, such as 1% For The Member companies of the Planet project. This change will not have any impact on our existing partners."

The impact of this change on Patagonia's sales is not known, and other companies have not commented on it yet.

Patagonia has always attached great importance to environmental protection and sustainable development. In the past, it has launched a number of initiatives to reduce waste and promote sustainable development by encouraging people to wear second-hand clothing, and even accused the US president of accusing it. Illegal reduction of the size of national protected areas."


Peak landed in Seoul Fashion Week South Korea

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The magic that belongs to the "state" continues. This time, thanks to the invitation of the famous Korean fashion designer brand ul:kin, the state of the world has come to Korea. In this magical country with popular elements and fashion topics, Peak State and ul:kin Cross-border joint cooperation.

In the Asian fashion circle event - Seoul Fashion Week, "state" and ul:kin cross-border joint models stunning appearance, has Dacoz become a "love pet" on the feet of a number of Korean leading stars.

South Korean popular actor Lee Min Ho, male member Golden Child member of the singer, Philip Ryu, Liu Shengyou and Hip-Hop member Untouchable Sleepy, who are popular in Korea, have appeared in Seoul Fashion Week. For a bright landscape, the photographers’ shots have been earned, and more and more Koreans who follow the trend of fashion have experienced the unique charm of Chinese national brands.

Of course, this time, going out of the country and going to the Asian fashion circle, there is a new packaging and creation. Designers use the popular metal elements, bold innovation and Peak fly weaving technology, in the "state" shoes show the original LOGO and ul:kin patterns.

Moreover, the "state" of the two-name Korean designer retains TAICHI's own soles, using leather stitching, and the silver paint logo echoes the metal fittings. What's more worth mentioning is that the dust bag of the shoes and the asymmetric stitching concept are combined to show the most unique new style of “fashion”. This is another impact of the “state” after the innovation of the midsole technology, and then the innovation of the appearance of shoes.

Since the grand launch conference on December 5, 2018, “state-adapted technology” has become a “darling” of the best: first, the state of the high-profile version of the technology is sold out within 51 seconds on the line. After the launch of the low-cut version of the online sale is also quickly out of stock. Immediately, Peak boldly made a new effort to join hands with Rilakkuma Sports to launch things, and the launch of the joint version of the extremely low 1.0 running shoes also praised constantly.

Later, after the film "Alita: Battle Angel" was released, "State" and this technology film with the word-of-mouth bursting together to carry out "cross-border" cooperation, received rave reviews. Nowadays, the "state" finally played new tricks, went abroad, and occupied the Korean fashion circle with an irresistible trend of offensive, which made a big splash in Seoul Fashion Week.

It can be said that this state of the art and the South Korean designer brought this kind of state-of-the-art technology, the appearance of a very trendy joint name can be described as quite a brand, which also makes the state from the perspective of sports trends and technology pioneers, has never been done before. Integration and innovation have become a new story of technology and fashion.

Not only can the stars wear, but the followers of fashion and fashion also have the opportunity to get this meaningful joint name, because in the later stage, the shoes and costumes of the Picco and Korean designers will be carried out at the Peak Tmall flagship store. sell.


Art Exhibitions May be the Most Affordable Luxury for You

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Under the umbrella of LVMH, the Fondation Louis Vuitton (Louis Vuitton Foundation) building was officially opened to the public until 2014. In just a few years, it has become a cultural landmark of the city, encouraging the creation of contemporary artists and focusing on expanding the diversity and communication of potential customers.

In the past, artists such as Olafur Dacoz Eliasson were brought into the public's field of vision. Some time ago, they made a sensational joint exhibition of Jean-Michel Basquiat – Egon Schiele in France and even internationally. Recently, they also invited London's Courtauld Gallery to jointly cover more than 100 impressionist peaks. The exhibition "A Vision for Impressionism"... The world's largest luxury goods group is gradually increasing their participation in cross-disciplinary areas, changing the trend of the entire fashion industry and enhancing the influence of the art circle. This phenomenon seems to be able to be explored from other industry giants. Is the art field a new direction for luxury brands?

LVMH: The art blueprint built by the luxury goods group

Although not a long history, the popularity of the Fondation Louis Vuitton art project is often far beyond the traffic of other ancestral museums. It is no wonder that the Mayor of Paris does not hesitate to praise “a gift for Paris” to express the joy and support of the local government for its natural decline.

Designed by pioneering architect Frank Gehry, the foundation building, hidden in the Bois de Boulogne, floats like a cloud on a green, green tree, and its singularity makes it comparable to art. The existence of the product, accompanied by the changing flow of light and shadow, intertwined with the environment, a fleeting scene. After appointing Suzanne Pagé as the Director of the Foundation, they have teamed up with the world's top museums to plan the exhibitions that you have rarely seen in Paris, and to introduce the contemporary artists they value. The Century Exhibition of Jean-Michel Basquiat – Egon Schiele is the most recent event in the art world.

So why do you want to put together two non-generational artists who are separated by more than 70 years? In a certain way, Schiele and Basquiat are like friends who have never met each other but are closely connected by the weight of artistic heritage: they are the same Deeply influenced by Freudian philosophy, and equally unruly to resist the world, it was also elected as the core figure of expressionism, and similarly, the terminator of their life concerto stayed at the node of 28 years old... The movement of the music is short-lived, but it reflects the strength and strength of the works of the two talents.

In a city like Paris where culture, art and fashion are born, whether you are fond of American pop in the 80s or curious about graffiti culture, Jean-Michel Basquiat takes the characters of fine art and street art. It's all you can't see, not to mention Egon Schiele, the master of the art scene that hasn't held a special exhibition in Paris in the past 25 years. This coincides with the commemoration of the artist's centuries, and under the recommendation of Suzanne Pagé, this comparison of verification talents and similar coexistence was born. At the same time, the praises and reports of the media's indiscriminate bombings have brought an endless stream of traffic to the foundation. This grand joint exhibition obviously will not leave regrets for LVMH.

One of the four themes of the Foundation, namely, the artist's subjective vision and the expression of expressionism, Jean-Michel Basquiat – Egon Schiele made interesting backgrounds, topics, styles, influences of the two masters. Pairing, establishing the hypothesis of narrative. Visitors were guided by Egon Schiele's pencils and watercolors, step by step from a small and medium-sized work with a single character. Sometimes, the colors in them seem to have lost the "effect", negligible but convincing. The artist's iconic white color, like the memories lingering in the paintings, has been carefully thought-out, affecting the distorted posture and the painful face. This exaggerated expression technique is regarded by him as a reasonable continuation of the art of carrying.

When you turn to Jean-Michel Basquiat's exhibition area, you can feel strongly that what he wants to present is a completely different style, phenomenon, and self. The seemingly chaotic, clueless paintings incorporate elements of graffiti, words, symbols, and pictograms. In his radical artistic practice, he inherited Schiele's artistic form, continued the blood of history, and borrowed new expressionism to appeal to society. The problem is like the image of roaring and swaying in explosive visual paintings. When asked how to describe his work, Basquiat in the documentary refutes, "Just like asking Miles Davis how to play the trumpet, I don't think he can tell you why it should be handled at that point, most of the time. It is natural.” The randomness of his creation makes his work more precious and cannot be copied.

In this exhibition, Fondation Louis Vuitton invited the art historian Dieter Buchhart of Basquiat and Shiele to be the editor of the article, and published the album related to the exhibition, which became the surrounding area for everyone to watch after the exhibition. The two books contain many paintings that have never been exhibited in Europe before, and are rarely publicly available. Compared with similar books, the quality control and explorability of the content have obviously improved. More valuable, there are also artist-signed images transferred at the museum collection level, which can only be purchased during the exhibition period. However, these objects printed with the words "Fondation Louis Vuitton", while indicating their "born", also intentionally or unintentionally played a role in the circulation of the brand, even if you are not a fetish who is keen on collecting fashion items, but you are not Also have a LV?

Prada: Art is the brand image "photocopy"

Even though the building of Fondation Louis Vuitton will belong to the city of Paris after 2062, such a cooperation agreement has not shaken their determination to join the art, showing the importance of the industry. In the same way, more and more luxury groups are willing to combine art with the art of art lovers. The art projects of these brands are even more attractive to the public than traditional museums.

In Milan, another cultural city in Europe, Miuccia Prada and her husband Patrizio Bertuelli's curiosity in the arts and culture eventually led to the idea of ​​working with Dutch architect Rem Koolhaas to build the Foundation's headquarters, which was officially opened in 2015. The idea that emerged as early as the early 1990s was the right to hatch their personal hobbies? "At that time there were not so many art foundations, Fondazione Prada was a European pioneer. It is a cultural institution that breaks away from the fashion brand business and aims to fulfill its mission of communication.” According to the announcement of the foundation leader Astrid Welter in an interview, it is not difficult to see that they want to divide the essential boundaries with other luxury brands, “pure”. Art for art, let it naturally highlight elegance.

Not to mention the collection, the talent and fame of Rem Koolhaas, the designer of the Foundation's headquarters, has made Fondazione Prada a must-see for art fans. As a well-known collector and patron, Miuccia Prada has long established relationships with world-class museums and artists. All this paved the way for them to set up a stronghold, including their dedication to repair the famous six-year-old door in Shanghai.

Then, the next thing, everyone has heard about it. On the opening day of the glory house, Prada invited celebrities from all walks of life such as the entertainment industry, art circle, media circle and architectural circle to attire the costumes provided by the brand. On social media, almost all the information and pictures of the glory of the house, so that it instantly climbed to Shanghai's most tonal sightseeing spot. Of course, this also has a huge relationship with the occasional art projects in the house. The just-concluded Liu Ye's "Fables Narrative" exhibition can be said that you can't experience it in the traditional museum. All the paintings have been quietly in the entire space for more than a hundred years. The colors and the deep retro homes, lamps, walls, and even the sensational printed floor complement each other, for your own story.

In the past 20 years, the strategy of the Liuye exhibition has been endless in the list of Fondazione Prada projects, which is the embodiment of their excellent artistic planning ability. They not only keep pace with the times, but they can always cause huge market repercussions, which are not available to most private foundations. Tom Sachs's "Blue Whale" sculpture, Damien Hirst's "Lost Love" installation, Thomas Demand's "Stolen Image" group exhibition, and the "Budaprand Hotel" director Wes Anderson specially designed Bar Luce cafe ... This group of red people active in the contemporary art world are the guests of Prada. Naturally, the books of the corresponding exhibitions cannot be forgotten by the Foundation. They even become the rare things that brand VIPs are keen to collect. To satisfy the fans' small fortunes, the artist's works will suddenly “mistake”. Brand design, it can be said that happiness is too sudden.

Kering: Later art spoilers

Regardless of the brand competitiveness or sales coverage, the Kering Group, which has been loyal to LVMH for many years, has no reason to place orders in any way. The company, managed by the Pinault family, is gradually re-adjusting its identity as a fashion label, increasing its investment in similar projects. Earlier, Kering acquired the top art auction house, Jade, and announced that it would be completed in 2019 near the Louvre Museum of Modern Art. This move also made people see their ambitions in the art field.

If you want to trace the relationship between the Kering Group and art, then you should mention the brand Yves Saint Laurent. In the 1960s, the still-savvy legendary designers integrated the works of the new Dutch stylist painter Piet Mondiran (Mundrian). In the half-length skirt that passed down. Perhaps it is the most well-known fashion design in the art crossover. Today, Kering has once again welcomed a new revolutionary, Alessandro Michele who has successfully restored GUCCI.

Speaking of this fashion house transformed into a new look, it has to mention the role of contemporary art on its climbing road. In recent years, GUCCI has spent a lot of time on external issues such as show style, advertising blockbuster, and publicity activities. The brand held a grand exhibition called "No Longer / Not Yet" four years ago. In the flower-filled and spring-filled printing space, GUCCI appealed to all contemporary artists in different fields. The upward vision adds a distinct brand element and introduces the viewer to the “contemporary” spirit. From photography and painting to sculptures and installations, various art forms have been involved. The participation of artists such as Jenny Holzer, Glen Luchford and Rachel Feinstein invites the publisher of LOVE magazine Katie Grand to plan and control. Avant-garde and fashion.

Presumably, the GUCCI model holds a show of the head and the dragon, and still teaches people to remember. Creative Director Alessandro Michele curated the story of the film with the irrational and full of romantic retro Cyborg elements. His interpretation and borrowing of art has long exceeded our vision. As a result, the "The Artist is Present" exhibition has just revealed the wind, it has become a hot spot for the media to grab fresh reports, everyone is curious about what new tricks he can play.

This is a discussion of the phenomenon of “copying and appropriation”. From the naming of the exhibition to the presentation of the theme of the work, it is like the irony of contemporary cultural creation. It is almost irrelevant to describe the phrase “The ancient Romans worked tirelessly to copy the ancient Greek sculptures and finally let the world see the beauty and beauty” at the entrance to the exhibition. Among them, the small space created by the Sistine Chapel is full of religious murals, including the wooden wall with Michelangelo's Doomsday Judgment, the Decapitated Statue in the Parthenon, and the New York Times. The New Work Times, which has been reprinted in the fonts, is a collection of all kinds of "art" reproductions. It is a hidden neighborhood where viewers can go with them.

It is particularly worth mentioning that GUCCI-led exhibitions will always invite a large number of popular artists, KOLs and media to preview artworks in advance on specific open days. They will inevitably need to wear the brand's seasonal clothing, and the exhibition pictures released by the traffic idols may bring unpredictable “punch” visits to the art exhibition, or drive the popularity of GUCCI's new items. That unique operation has undoubtedly paved the way for the longer-term benefits of the brand, that is, both elegance and business.

Not only those consortia with the highest value, but also brands such as LOEWE, Cartier, CHANEL, Zegna, etc., have all transferred their own fashion label identity, and frequently increase capital investment in similar projects. What kind of help does art have for fashion? The reason is not just the love of art at the helm, but also the intention of branding influence.

Nowadays, how to combine art and fashion is slowly expanding into the important things that luxury companies are striving for in recent years. In any case, it does nothing to improve the brand image. Moreover, those co-brands launched with artists,


Oriented By the Taste of the Consumer

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The clothing market is excellent. According to relevant data, China's clothing retail sales have maintained a steady growth trend from 2012 to 2017. Among them, in 2017, the total retail sales of clothing reached 1,455.7 billion yuan, an increase of 477.9 billion yuan compared with 977.80 billion yuan in 2012. It is estimated that the national apparel retail sales will reach 1.5231 billion yuan in 2018.

There are two reasons why the clothing Dacoz.com market is so vibrant. On the one hand, clothing is just needed, no matter how the clothing industry changes, the market has a stable demand for clothing. On the other hand, with the increase in consumption levels, people have more requirements for clothing, and the demand is also increasing. As the demand for the market continues to increase, the apparel industry presents a thriving scene.

The huge potential of the apparel industry has led to the emergence of many clothing brands in the market, such as Zara, Uniqlo, H&M and many more. These are all famous brands. In addition, there are some brands that are actually good but not widely known to consumers. Among them, the most typical is the number of hours. The brand has always been oriented to the taste of consumers, and its fashion label is also popular with consumers. However, Ou Shili has not been able to develop into a big name. The reason for this is that it is necessary to start from the European time itself.

Before the brand has a texture, and after the strong capital support, Ou Shili still can not be famous.

Ou Shili, the English name ochily, is a self-owned brand of Heki International (Hong Kong) Group, which mainly deals in women's wear, men's wear and accessories. It is understood that the brand of Ou Shili is inspired by the flower of the city of Florence. This flower is elegant and graceful, with a slim shape. After the rain, it flashes a variety of colors on the frozen stone, and it becomes the creative source of the elegant and unchanging color of Ou Shili.

Although Ou Shili women's wear and men's wear are in operation, but from the current situation of Ou Shili's business, women's wear has dominated. This can be seen from the brand positioning of Ou Shili. The target users of the Ou Shili brand are mature, confident, independent, noble and generous women of the era. Ou Shili advocates the integration of art and business, breaking the convention, launching the concept of mashup from design to craft, from color to form, from detail to collocation. The concept of mashups makes Ou Shili's brand full of texture.

Since its launch in 1999, Ou Shili has grown at an unprecedented rate in the Chinese market. In just two or three years, Ou Shili opened more than 160 franchise stores and counters in more than 60 major first- and second-class consumer cities in Beijing, Shanghai and Shenzhen. The annual sales of these franchisees and counters reached 250 million.

Let's take a look at O'Brien's parent company, Herki International Group, which is headquartered in Guangzhou. The stock market value in 2011 was about $2 billion (about 15 billion yuan). The Heki Group can be said to be quite strong in the industry. In 2012, Heki took the ride of the well-known luxury goods company LVMH Group and went all the way. According to relevant data, in 2014-2017, the income of the Heji Group's direct operating mode was 2.241 billion yuan, 2.365 billion yuan, 26.94 yuan and 2.934 billion yuan, accounting for 39.15%, 42.12% and 45.14 of the Group's main business income, respectively. %, as of 2017, total assets reached 5.298 billion.

It can be said that the strength of Heki is quite strong, which naturally helps the European Union. As a self-owned brand of Herki, Ou Shili has always been in line with the development direction of the Group, adhering to the Group's consumer-oriented fashion brand operation philosophy. The past business data of Ou Shili's parent company Herki also proves that this concept is very useful in the clothing market. The Heki Group, which had a certain revenue, also threatened to enter the IPO last year.

This time, it seems that the Ou Shili brand itself has a very texture, and the backing of the capital is firm. It is reasonable to say that such a clothing brand should rapidly develop into a big brand that consumers are familiar with. However, as for the current reputation of Ou Shili in the apparel industry, it is obviously not the case.

The battlefield is too dangerous, the backing is not strong, and it is difficult for Europe to force it to break through.

Although Ou Shili has a brand texture as the front and a parent company as the back, there are many other reasons in this mixed clothing market to become a real big name.

On the one hand, although the clothing industry is prosperous, but the market competition is very fierce, all major clothing brands have increased horsepower to rise at the fastest speed, everyone you fight for me to rob the market. Not to mention the local Chinese clothing brands, there are already many clothing brands that have settled in China. As early as 2016, there were 12 clothing brands including Elite, 8seconds, Good People and Canvas.

However, before these new brands entered, the Chinese clothing market has already entrenched many foreign brands. For example, the aforementioned zara, UNIQLO, H&M, etc. These brands have accumulated a very large number of users. And Ou Shili's expansion in the Chinese market will definitely confront these clothing "land snakes". It is not so easy for Ou Shili to tear a hole in the already premature market structure.

Coupled with the fact that the concept of new retail is deeply rooted in the hearts of the people, the format of the apparel industry is also undergoing many changes. Many clothing brands have walked very far on the road of new retail clothing. On the road of new retail exploration of clothing without samples, the brands that are ahead can always enjoy the maximum benefit, and the brands behind them can only be flawed. There is currently no news that Ou Shili has made any achievements in the new retail.

On the other hand, although Ou Shili has the parent company's capital blessing, the parent company is not only a brand of Ou Shili, but the pets are not enough. It is understood that in addition to Ou Shili, it also owns five brands, such as Five Plus, TRENDIANO and COVEN GARDEN. In addition, Herki also acquired MISS SIXTY to operate international brands such as Superdry and DENHAM in China through joint ventures.

It can be seen that the mesh of the company of Ou Shili is very large. However, it is not a good thing to spread the net too much, because there are many problems in the fishing area. For example, if a problem occurs in one place, it is not easy to find it. This will cause the fish that have already entered the network to slip away from the "broken network port" where the loophole has occurred. And Heki’s “big net” is obviously also a problem.

According to relevant data, from 2014 to 2017, Herki realized operating income of 5.803 billion yuan, 6.096 billion yuan, 6.446 billion yuan and 6.590 billion yuan respectively, which increased by 5.05%, 5.74% and 2.24% respectively in 2015-2017; The corresponding net profit for the same period was 1.144 billion yuan, 1.126 billion yuan, 1.153 billion yuan and 961 million yuan. The year-on-year growth rates of net profit for 2015-2017 were -1.6%, 2.42%, and -16.66%, respectively. Obviously, the growth rate of Herki's operating income has slowed down, and the net profit has even entered the embarrassing situation of negative growth.

After the parent company's operating income growth slowed down, it is still not vigilant, but also plans to continue to expand. It is understood that Herki’s latest prospectus shows that Heki plans to raise 1.839 billion yuan for marketing network construction projects. The project plans to adopt a purchase and lease method to carry out marketing network layout in multiple first- and second-tier cities across the country, namely the construction of direct-operated stores, and plans to build 6 experience centers and 350 standard stores. In fact, in 2015-2017, the number of direct stores at the end of each phase of Heki shares has soared from 765 to 1,184 respectively.

In general, there are too many "enemy forces" on the battlefield of the clothing market, and the competition is fierce. The "enemy" have already traveled far and wide with the new retail wind, and the European time force is still doing nothing in the same place. Ou Shili's parent company has a lot of brands and brands, and has not fully supported the development of Ou Shili in the Chinese clothing market. These two reasons have caused Ou Shili not to quickly grow into a big clothing brand.

Under the double reasons, why did Ou Shili become a big clothing brand?

In the flourishing clothing industry, the enemy is in the battlefield, and behind this battlefield, Ou Shili’s backing is not enough. Under the double constraints, the Europeans are inconvenient to move. So, how do you develop into a big clothing brand?

First of all, since Ou Shili has not received 100% support from the parent company, it is necessary to explore energy on its own. For example, Ou Shili's mix and match style gives the brand a texture and provides consumers with a new style of fashion. Ou Shili can fully gilt itself with this advantage. That is to say, with the consumer's love for the mix and match style, create a unique mix and match label, do the NO.1 of the clothing mix and match style, let the consumers think of the European style when they think of the mix and match style clothes.

Second, fierce competition in the market cannot be avoided, but to be able to stand up in the market requires a sufficient number of users. In other words, Ou Shili needs time to cultivate the sticky users of the brand itself. Clothing is a low-cost high-frequency product, and each season's replacement will generate a large amount of market demand. Especially in the present, consumers' living standards are increasing. Many times, consumers are constantly buying clothes for beauty, not just because of the change of seasons. Therefore, the cultivation of sticky users is very important.

Finally, Ou Shili will increase horsepower in the new retail of clothing. Under the new wind of the new retail, the format of the apparel industry will be diversified, and there will be many new elements in the industry. These elements will make a great contribution to attracting users. For example, in the past, the clothing industry only had traditional formats such as physical stores. Soon after, e-commerce hit new elements in the apparel industry, which also brought huge dividends. The new retail is coming, and the business opportunities hidden behind it are very large. Therefore, it is very necessary for Ou Shili to develop new retail.

All in all, Ou Shili has a certain Romwe Coupon Code market influence as a clothing brand oriented to consumers' taste. However, this influence is not large enough to support Ou Shili as a big brand. In other words, there is still a long way to go before Ou Shili wants to become a big fashion brand. It is only when Ou Shili pays attention to deep-growing products, but also to see the importance of marketing. Ou Shili is a new retailer to expand the brand's marketing channels. In this way, it is truly a fashion attire that is widely known to consumers.


Bosideng grew by more than 30% in the first nine months

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Bosideng International Holdings Limited (3998.HK) disclosed on January 10 that in the first nine months of the 2018-2019 fiscal year, the brand down apparel business developed steadily, and its core brand, Bosideng, achieved more than 30% of retail sales growth; The retail performance of the brand also recorded an increase of more than 20%.

Chairman of the Board of Directors Romwe Coupon Code Gao Dekang said that this fiscal year is the first year of Bosideng's new medium- and long-term strategy of “focusing on the main channel, focusing on the main brand and shrinking the diversification”. During the period, the group continued to strengthen the product quality upgrade and fashion function innovation of the brand down apparel business. At the same time, the channel, brand image and retail operations are fully upgraded.

In the first half of the fiscal year ending September, the brand's down apparel business accounted for 51.5% of Bosideng's total revenue of 3.442 billion yuan (RMB, the same below), revenue of 1.775 billion yuan increased by 19.5% year-on-year, and the group's revenue also increased by 16.4%.

In recent years, Bosideng, whose internationalization and expansion of the four seasons was frustrated, finally recognized the situation in 2017 and began to shrink its front. In response to consumer perception, the group refocused its core business – down jackets and the main brand – Bosideng, and used brand reshaping, construction and promotion to attract consumer attention and strengthened its position as China’s first down jacket brand. Professional status.

On the other hand, through store order reform, supply chain reform and the application of intelligent logistics, the time from product line to store is now shortened to two weeks. After that, the group adjusts or reorders according to market reaction, thus reducing inventory and related costs. In the first half of the fiscal year, the gross profit margin of the down apparel business improved significantly by 790 basis points to 50.6%.

Bosideng's second-largest source of revenue, the OEM processing business, increased its revenue by 63.5% year-on-year by increasing the export of brand control services to other factories rather than occupying the capacity of self-operated factories. However, due to labor and cost pressures, the gross Promo Codes profit margin of the business dropped to 17.7%. Bosideng’s overall gross profit margin was 42.3%, an increase of 220 basis points over the same period last year. Net profit increased by 43.9% year-on-year to 251.2 million yuan.

Bosideng (3998.HK) closed at 1.40 Hong Kong dollars on Tuesday, up 2.19% for the whole day, expanding the increase in the past 12 months to 94.44%.

After the cold wave swept through China in early December, the stock surged nearly 8% to a five-year high of 1.64 Hong Kong dollars on the 11th, and in the latter part of the high-end down jacket brand Canada Goose Holdings Inc. (TSE:GOOS). The Canada Goose postponed the opening of the first independent store in the mainland of Sanlitun, Beijing, and ushered in a wave of upswing.



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