From "TV + electricity supplier" to vertical community and then to C2B, the efforts of garment enterprises to pform themselves will not stop.

"The pformation mode of garment enterprises, network customization or advanced customization is regarded as a kind of" O2O "mode." cross border marketing is regarded as a new kind of clothing (goddess's new clothes), and the experience shops of O2O mode and multi brand marketing are all attempts. "

Wang Xinmin said, "future pformation is necessary, but not all brands use the same mode of pformation.

Clothing enterprises first have to re-examine the brand positioning, consumer groups positioning, and then work hard from the marketing, as for online and offline, electricity providers, O2O and so on, is just the way to use in pformation. "

It is easy to see that the pformation of garment enterprises is mostly focused on channels, but changing channels does not necessarily change all problems.

"Current troubles

It is not the channel pformation. Now, whether the electricity supplier or the traditional channel, has basically been pparent.

Big brands need to be carding online.

We must not let chaotic channels reduce brand value. "

Wang Liyang said, the whole clothing industry management mentality needs to change.

"Selling clothes is not a hammer deal. We need to pay attention to it.

Coverage requires good user experience and good service for every consumer.

The traditional clothing industry needs to learn from the electricity supplier three points: first, the attitude of the service; two, the initiative of the operation; and three, to maintain the unique quality.

"Unique brand is very important. To improve consumers' re purchase, we must first let consumers recognize.

On the Internet, imitation money is everywhere, there is not enough brand superiority, many consumers will choose to buy cheaper products on the Internet.

Wang Liyang said that at present, traditional brands are changing and enhancing interaction with users. This is worth promoting.

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In view of the government's opposition to the policy of extravagance and waste, the mass market retailers are reviving.

In the past 2012 years, the Chinese government has been restricting luxury consumption and promoting frugality to suppress luxury consumption over the past two years.

This trend intensified in the 2014 years and suppressed mass market consumption.

Government departments, state owned enterprises and public institutions have distributed food packages, shopping vouchers and prepaid cards for employees on traditional holidays.

At present, these benefits have been cancelled, resulting in a sharp decline in sales during the holiday season.

Looking ahead, we predict that public consumption will recover from the low base of 2015 years, and high-end consumption will remain low.

Recent rating changes.

Among the retailers we have covered, due to the prospect improvement, we recently upgraded the rating of the 0590.HK/ group (HK $23.75) to buy. The rating of Baisheng group (3368.HK/ HK 2.12, hold) was increased from selling to holding, and the Gao Xin retail (6808.HK/ HK 8.30, hold) rating was increased from selling to holding.

We maintain a buy rating for 1212.HK/ (HK $14.50).

Alibaba (BABA US/ $114.84, no rating) announced that during the double 11 Shopping Festival, Tmall and Taobao's total merchandise trading volume was 571 billion yuan, an increase of 58% over the same period last year.

Behind the record sales, the following changes are worth noting.

1) the growth of passenger traffic is not satisfactory.

In previous years, trading volume concentrated at 0-2 in the morning and 10 at midnight, but according to media reports, the peak of a paction did not come as usual this year, and the volume of trading during the day was also low.

2) growth comes mainly from high priced products.

According to media reports, in order to increase the volume of each paction, Alibaba introduced overseas goods and international brands, and gave more promotional resources to high priced goods.

Among the top 10 best sellers in 2014, there were 3 mobile phones and 2 furniture brands, and there were only two brands in 2013.

Millet is still a sales champion and sales have increased by more than two times (see chart 2).

3) more offline brands are landing on the Internet.

In the 2013 and 14 years, only the best selling women's clothing brands were dominated by simple online brands. For the top 5 most popular brands of other commodities, most of the brand's offline store businesses were larger than their online businesses.