Tomorrow will really be in 2016! 2015, how extraordinary is this year? How many people have been shocked? How many brands have died in this year? How many brands have lost money in this year? How many enterprises have harvested a windfall in this year? This year, everyone is tossing about, because no matter what happens, they may die: transformation, listing, acquisition, financing, O2O...... Before I could catch my breath, I lost my mind and missed the small red flesh of the year.

2015 death list Bankruptcy tide

In 2015, a large number of brands were killed. JIMMY CHOO partner Mellon went bankrupt with the same name brand, sought protection; Adidas streamlined business, sold ice hockey brand; Quiksilver US business filed for bankruptcy; American Apparel bankruptcy reorganization; Burberry integration upgraded and merged all secondary lines; Canadian local women's clothing retailer Laura submitted protection to creditors, declared its vitality weakened; one of Canada's most famous shoe retailers, ShersonGroup ShersonGroup boss formally submitted to the court in July the application of Nine bankruptcy protection; in April this year, French designer brands entered the bankruptcy protection procedures.

This is only part of it.

In 2015, marriage was tied up.

Mergers and acquisitions were common in 2015. Whether domestic or international brands, more brand competition strategies are adopted this year, and M & A is an important means to achieve multiple brands. For example, Tod 's bought Roger Vivier, which was used to rush performance; for example, the American women's clothing brand Ann Taylor parent company Ann was sold by rival Ascena for $2 billion 160 million cash plus stock.

If you are careful enough, you will also find that in China's M & A events, local brands buy more foreign "white Fu Mei" and marry them. For example, the acquisition of high-end German women's clothing brand Laur L, Carlo NDI road holding Belgium sports fashion brand Dirk Bikkembergs, France's advanced fashion brand Alexis Mabille, the acquisition of Italy's leading clothing brand Krizia, La Natsu Bell holding Jack Walker...... Such cases are everywhere.

First concern in 2015 Chinese brand

The world's calamity is still the same. The expansion of the flourishing age has not been reduced. In 2015, there were many brands that first entered the Chinese market. 近日，TOM TAILOR首家中國(guó)旗艦店正式開(kāi)業(yè);11月26日，美國(guó)高級(jí)女裝品牌St.John盛薔新店于上海梅龍鎮(zhèn)廣場(chǎng)隆重開(kāi)幕，這是它在中國(guó)的首家新概念店;8 月份，韓國(guó)利爾可可公司旗下女裝品牌“kami&hami”，與青島金妮可貿(mào)易有限公司正式簽約，青島金妮可貿(mào)易有限公司拿下了“中國(guó)區(qū)域銷(xiāo)售總代理權(quán)”，至此，kami&hami正式進(jìn)入中國(guó)市場(chǎng);近期，美國(guó)女裝服飾品牌bebe也宣布進(jìn)軍中國(guó)市場(chǎng)，并簽約朗浩控股有限公司作為代理商，預(yù)計(jì)2016年夏天開(kāi)始開(kāi)設(shè)店鋪;比利時(shí)本土最大時(shí)尚集團(tuán)JBC正式進(jìn)軍中國(guó)市場(chǎng);日本童裝品牌Mikihouse借助天貓國(guó)際進(jìn)軍中國(guó)市場(chǎng);Margaret Mitchell品牌集合店入駐大陸市場(chǎng);香港無(wú)鋼圈內(nèi)衣品牌“語(yǔ)?！边M(jìn)駐大陸;今年5月份，韓國(guó)人氣女裝品牌IMVELY正式入駐旺角MOKO 香港i.t，進(jìn)入中國(guó)市場(chǎng);同月，高端瑜伽運(yùn)動(dòng)女裝品牌FLYOGA進(jìn)軍中國(guó)大陸。

In 2015, a large number of enterprises are transforming. The transformation of Wenzhou Internet company has not started this year, but the completion of "industrial 4" intelligent manufacturing is in this year. The Abercrombie&Fitch brand, which has been engaging in sexy marketing for many years, has changed its strategy this year, from "indulgence" to "abstinence", but its performance has been miraculously good. The decline of J.Crew performance has given up the fast fashion transformation of high fashion.

Action in 2015 Transformation

Elimination wallet in 2015

In the past, when we went out without a wallet, our clothes, food and shelter could not work. Now we can't afford to lose a hero when we go out without a wallet. In the present era, the mobile phone is in hand, saying go away. Whether it is catering, taxi, shopping, mobile phone online can be a key.

In October this year, 350 stores in UNIQLO were connected to WeChat to pay. In addition to UNIQLO, HOTWIND hot air, Giordano and other fashion brands have also been connected to WeChat payment to start accelerating O2O transformation. Follow up, Daphne, Anta, Hongxing Erke, western regions, ZARA and so on are also coming in one after another, and the payment coverage of WeChat online apparel industry will expand significantly.

Fengyun listing in 2015

In 2015, the IPO market had never had any excitement. Starting from the successful launch of the early years of the song, the Chinese capital market has been boiling. For some time, "broadcast: broadcast", "DAZZLE" and "La Chapelle", many of these women's familiar brands of women's clothing have entered the pre disclosure process. In addition, Taiping bird, an Zheng, Mass Phil, Xin He, Bi Yin Le Feng and other brands are queuing up in front of IPO. With the listed listings, Vigna S and so on, several well-known companies in the domestic garment industry are expected to gather in the capital market.

It is said that in the middle of the year, Ports1961 sold out its shares in order to fight for A shares.

In addition, there are many brands to prepare for the new three board listing.

Entertainment marketing in 2015

In 2015, the brand promotion plan significantly reduced the proportion of advertising blockbusters, and put more budget into entertainment marketing. For example, the French Centennial sports brand Kark has worked with many activities, stars, variety shows and so on this year. The annual performance has gained 30% growth. For example, the United States and the "wonderful flower" and "start together" cooperate to get a very high exposure rate. The global brands are invited to star and KOL for street shooting.

2015 consumption of fresh meat

"Little fresh meat" originally originated from AV girlfriend circle, and later became synonymous with young male artists. "Small meat" is not new, but this year, the consumption of "small fresh meat" is quite a lot. Who are the children who are popular in the 2015? Lu Han, Li Yifeng, Chen Xuedong, TFBOYS, Hua Chenyu, Wu Yifan and Wang Kai have long been familiar with these names. They seem to be more likely to stimulate people to spend.