Why Is It Difficult For Ou Shi Li To Kill The Heavy Encirclement And Become A Big Brand?

The clothing market is excellent.

According to relevant data, in 2012-2017 years, China

Retail sales have maintained a steady growth trend.

Among them, in 2017, the total retail sales of clothing amounted to 14557 billion yuan, an increase of 477 billion 900 million yuan compared to 977 billion 800 million yuan in 2012. It is estimated that the total retail sales of clothing will reach 15231 billion yuan in 2018.

There are two reasons why the clothing market is so flourishing.

On the one hand, clothing is just needed, no matter how it changes.

There is a steady demand for clothing.

On the other hand, with the improvement of consumption level, people have more requirements for clothing, and the demand is also increasing.

Because of the increasing demand of the market, the garment industry presents a thriving scene.

The great potential of the garment industry has brought many clothes on the market.

For example, Zara, UNIQLO, H&M and so on.

These are small brands.

Besides, there are some brands that are actually good but not widely known to consumers.

The most typical example is the European time force.

The brand has always been guided by the consumer's clothing taste, and its fashion label is also popular among consumers.

But Europe has not yet developed into a big name.

The reason for this is that we should start with Ou Shi Li itself.

Before it has brand sense, leading the way, backed by strong capital, Europe still can not be famous.

Ochily, an English name, is a self created brand under the hkei International (Hongkong) group, which mainly deals in women's wear, men's wear and accessories.

It is understood that the brand inspiration of Ou Shi Li comes from the flower of Florence flower.

This flower is elegant, beautiful, graceful and graceful, and with all kinds of colors shimmering on the frozen stone after the rain, it becomes the source of the elegant and unchanging color of the European forces.

Although European women's wear and men's wear are both in operation, women's clothing occupies a leading position in terms of the current operation of Europe's forces.

This can be seen from the brand positioning of Europe's one or two.

The target user target of the European brand is mature, confident, independent, noble and generous women.

Ou Shi Li advocated the integration of art and commerce, breaking the Convention, from design to technology, from color to plate type, from detail to collocation, launching the concept of Mashup.

The concept of Mashup makes the brand of Ou Shi Li full of texture.

According to the world clothing and shoe net, since its launch in 1999, the European market has grown at an unprecedented speed in the Chinese market.

In a short span of two or three years, Europe has opened more than 160 franchisees and counters in more than 60 one or two main consumer cities, such as Beijing, Shanghai and Shenzhen, with annual sales reaching 250 million.

Let's take a look at the hkei International Group, which is headquartered in Guangzhou, and its stock market is worth about 2 billion dollars (about 15 billion yuan) in 2011.

Heji group can be said to have considerable strength in the industry.

In 2012, Hechi joined the famous luxury goods enterprise LVMH group after a ride.

According to relevant data, in the past 2014-2017 years, the revenue of hkei group's direct operation mode was 2 billion 241 million yuan, 2 billion 365 million yuan, 26.94 yuan and 2 billion 943 million yuan respectively, accounting for 39.15%, 42.12% and 45.14% of the group's main business income respectively. Up to 2017, the total assets amounted to 5 billion 298 million.

It can be said that Hector's strength is quite strong, which naturally helps European forces.

As a self created brand, hershitz has always been in sync with the development direction of the group, adhering to the group's consumer oriented fashion brand operation concept.

The past business data of the HSK company also proved that this idea is very useful in the clothing market.

Herkie group, which has a certain revenue, also threatened to enter IPO last year.

This time it seems that the brand itself has a strong sense of quality, and the backing behind it is strong. In fact, such a clothing brand should quickly develop into a brand known to consumers.

However, as far as the reputation of the apparel industry is concerned, it is obviously not so.

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The battlefield is too dangerous and the backing is not effective.

Despite the brand quality as the front door and the parent company as the backing, there are many other reasons why the European market has become a real big player.

On the one hand, although the clothing industry is flourishing, but the market competition is very fierce. All the major clothing brands have increased their horsepower to the fastest speed.

Apart from China's local clothing brand, foreign brands have been very large in China.

As early as 2016, only 12 brands, including Elite, 8seconds, Good People, and canvas, were imported into the Chinese market.

However, before the entry of these new brands, many foreign brands have been entrenched in the Chinese clothing market.

For example, Zara, UNIQLO, H&M and so on.

These brands have accumulated a very large user volume.

And the expansion of the European market in the Chinese market is bound to be a frontal confrontation with these costumes.

It is not so easy for Europe to tear a hole in such a rudimentary market structure.

Now, with the concept of new retail being popular, there are many changes in the format of the apparel industry.

Many clothing brands have already gone a long way on the road of new clothing retailing.

On the road of new retail exploration without samples, the brand that goes ahead can always enjoy the bonus to the greatest extent, and the brand behind it can only be found.

There is no news that Europe has made any contribution to the new retail business.

On the other hand, although the company has capital gains from its parent company, the parent company is not only a brand of the European force, but it is not enough.

It is understood that its current addition to the European force, but also has Five Plus, TRENDIANO, COVEN GARDEN and other self created brands.

In addition, Heji also acquired MISS SIXTY, through joint ventures to operate international brands such as Superdry and DENHAM in China.

It can be seen that the network of the parent company is very large.

However, the spread of the net is not a good thing, because the large area of fishing will bring many problems.

For example, a problem at a time is not easy to find. This will make the net fish slip away from the loophole.

And Heji's "big net" is obviously also a problem.

According to the relevant data, in the 2014-2017 years, the business revenue of Heji was 5 billion 803 million yuan, 6 billion 96 million yuan, 6 billion 446 million yuan and 6 billion 590 million yuan, respectively, which increased 5.05%, 5.74% and 2.24% respectively in the 2015-2017 years, and the corresponding net profits were 1 billion 144 million yuan, 1 billion 126 million yuan, 1 billion 126 million yuan and Yuan Yuan respectively. The annual growth rate of net profit in the year of the year was -1.6%, -16.66%, respectively.

Obviously, Heji business revenue growth slowed down, net profit even into the awkward situation of negative growth.

And the parent company's revenue growth is slowing down, and it is still unwatchful, and it plans to continue to expand.

It is understood that Hector's latest prospectus shows that Heji plans to raise funds of 1 billion 839 million yuan for marketing network construction projects.

The project will adopt the way of purchase and lease, and carry out the marketing network layout in the first tier and second tier cities throughout the country, that is, the construction of Direct stores, and plans to build 6 experience centers and 350 standard stores.

In fact, in the past 2015-2017 years, the number of Direct stores has been surging from 765 to 1184.

On the whole, there are too many enemy troops on the battlefield of the clothing market, and the competition is fierce. "The enemy" has been flying far away from the new retail business, while the European forces are still doing nothing.

However, the parent company of Ou Shi Li has built up its own brand and has many brands, and has not fully supported the development of the European apparel market in China.

These two reasons made it impossible for Europe to grow rapidly into a big name for clothing.

Why does the European force become a major clothing brand under the double reasons?

In the vigorous field of garment industry, the strong enemy is in charge of the road, and behind this battlefield, the support of the European forces is insufficient.

So, how to develop into a big clothing brand?

First of all, since Europe does not have the support of one hundred percent of its parent company, it needs to discover energy on its own.

For example, the mix and match wind of the European force gives the brand texture and provides consumers with a brand new fashion style.

Ou Shi Li can use this advantage to gild itself.

That is, relying on the consumer's love of Mashup style, creating a unique mashup label, making the NO.1 of the clothing mix and match, so that consumers can think of the European time only if they think of the mix and match style clothes.

Secondly, the fierce competition in the market can not be avoided, but to be able to stand in the market, there will be enough users.

In other words, it needs time to cultivate the sticky users of the brand itself.

Clothing is a product of low price and high frequency, and the replacement of every season will generate a lot of market demand.

Especially in the present time, the living standard of consumers is increasing. In many cases, consumers are going to buy clothes for the sake of beauty, not only because of the changing of the season.

Therefore, the cultivation of sticky users is very important.

Finally, Europe will increase its horsepower when it comes to new retail sales of clothing.

Under the new retail trend, the format of the garment industry will tend to be diversified. There will be a lot of 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 physical stores and other traditional formats. Soon after the electricity supplier struck, new elements were injected into the garment industry, which brought huge dividends.

The new retail business is threatening, and there are huge opportunities behind it.

Therefore, it is very necessary for Europe to develop new retail business.

All in all, as a consumer oriented brand, the clothing brand has a certain market influence.

But this influence is not big enough to support Europe as a big brand.

In other words, there is still a long way to go before Ou Shi Li wants to become a major player in clothing.

Only when you focus on deep ploughing products, you should also see the importance of marketing.

When it comes to new retail, you can expand your brand marketing channels.

Only in this way can we truly become a fashionable clothing and a big coffee that is widely known to consumers.

More interesting reports, please pay attention to the world clothing shoes and hats net.