Bosideng Pushes Down Non Down Clothing Business Without Letting Go Of Civilian Version Monclear.

Contrary to the reduction of large shareholder in another clothing giant in China, Bosideng chairman set up a new wholly owned holding company. Itochu and CITIC Group jointly joined the stock market to increase Bosideng shares.

Bosideng chose to start business in the capital market for the two time.

Bosideng recently signed an agreement with Japan's third largest trading banks, Itochu group and CITIC Securities's Jinshi capital, and subscribed 1 billion 303 million new shares of Bosideng to HK $15 HK $100 million.

After further strengthening the financial foundation and financing capability, Gao Dekang, chairman of Bosideng, formulated the "three year plan" to adjust the proportion of down and non feather plate business from 8:2 to 5:5.

Despite its ambitions, Bosideng's recent non feather down business is not smooth.

Bosideng's latest announcement shows that ITC SPC, jointly established by Itochu Commercial Corporation and CITIC Securities's investment in Jinshi, will invest 1 billion 303 million New new shares in 1.19 Surplus by investing in New Surplus (Gao Dekang, chairman of Bosideng), with a total subscription amount of HK $1 billion 550 million.

The shares subscribed by Itou Tada and CITIC Securities account for about 16.27% of Bosideng's existing share capital, representing about 13.99% of the issued share capital after the expansion of subscription.

Bosideng announced that subscription has strengthened the financial foundation and financing capability of Bosideng group. The group will make full use of the proceeds from subscriptions to further develop its core business and plan to import new brands.

Outside business.

In an interview with Beijing Commercial Daily, Gao Dekang said yesterday that Itochu will complement the existing business and resources of Bosideng in brand development, CITIC's operation strength and financial services in the capital market.

Although domestic

In recent years, the degree of prosperity is not high, but Itochu's responsible person, Xiao Guan, said that

It has been in textile industry for 150 years and has experienced the best and worst times in the textile industry.

Bosideng is one of the most important aspects of the market because of the relative saturation of the market, it is difficult to achieve greater expansion and need to expand outwards. On the other hand, Itou Chuyonamishito has had close business contacts, and is familiar with and trusted by Itou Tada.

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How many sub brands do we need for an online clothing brand to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Ying's judgment is the latter.

The formulation of "creating a fashion brand incubator platform" was officially announced by Zhao Yingguang in 2014. However, the deep underlying strategy, the Korean brand's way to run a multi brand business, has long been embedded in his mind.

Zhao Yingguang was sent to Korea by Shandong University after graduation from Shandong University, and has been working with Korean famous clothing companies for many years.

"At that time, there were nearly 100 brands of clothing and love groups, including unformed entrepreneurial brands, and operated well."

After many exchanges, Zhao Yingguang came to the conclusion that a clothing company should be bigger and keep growing. Multi brand is the only way to go. After all, a brand can not occupy the position of all the people.

In 2007, Zhao Yingguang returned to China to start his own business, registered more than 20 trademarks in one breath, and began to reserve for the future development of multi brands.

Under the multi brand strategy, there are different ways of playing.

After returning home, Zhao Yingguang went through two major discussions in the domestic clothing business.

First, can the Internet be able to produce the brand? This debate was gradually settled with the establishment of Taobao mall in 2008 and vigorously supporting the "Amoy brand".

Two, how high is the ceiling of an Internet clothing brand? The consensus of the industry is: because there are a lot of personalized positioning, it is almost impossible for a single online brand to achieve tens of billions of yuan, its ceiling is far below the line, so the number of brands will increase significantly.

However, there are different opinions on the specific implementation of multi brands: first, each sub brand is completely independent, with a relatively low degree of correlation except for funds; the two is that the sub brands share the underlying infrastructure services, and their independence is limited. They are separated from each other on the product end and the marketing side, and the scale is relatively small.

Behind the two way of thinking is a different answer to a question: how many sub brands does an online clothing brand need to achieve tens of billions of dollars? Four or five or forty or fifty? Zhao Yingguang's judgment is the latter.

"In 2014, the entire Internet market was gradually changing from an incremental market to a stock market. Especially in the garment industry with a relatively high maturity, the growth rate of several major brands has slowed down significantly, which means that the ceiling is within reach.

It's about 1 billion yuan from women's wear. "

The strategy needs to be built from internal strength.

In the first few years, Zhao Yingguang rarely mentioned many brands, only led the team to work hard to build the main brand.

In 2011, the sales of Han Du Yi house achieved nearly 300 million yuan on the premise of profitability, and the single product whole operation system with the core of group system was also improving day by day.