The Impact Of The Epidemic On The Number Of Garment Enterprises Fell, The Overall Decline In The Industry Reached 2.31%

Recently, a number of domestic apparel enterprises share prices fluctuated, and the overall industry fell by 2.31%. This epidemic has a great impact on the offline stores in the apparel industry.

The shoe brand Kisscat, the parent company, made a continuous decline of 28% in the three trading days of March 12th, March 13th and March 16th. At 7 in the evening of March 16th, the company launched a notice on abnormal fluctuations in stock trading to remind investors of investment risks.

On the same day, Jiangnan cloth clothing fell 5% in early trading, broadcast: the sowing trend of the broadcasting company's parent company fell by 5.36%, while the Hong Kong shares of La Natsu Bell, a clothing company listed on both sides of the "A+H", rose 5.56% in early trading, down 5.56% rapidly the next day, and also recorded a 5.11% decline in the Shanghai Stock Exchange. Companies such as news birds, burshlung and Giordano have also experienced a sharp fall in the past two days.

Affected by the epidemic, clothing enterprises and the late January to early February, the offline stores are basically in a state of suspension, and missed the good old days of the Spring Festival. Next is the shortage of personnel, production shutdown, despite the support of local governments, but still affected, resulting in slow recovery. And the epidemic is still continuing. The stores on the line are still deserted, which has a great impact on the sales performance in the first half of the year.

According to the analysis of interface fashion, it will take 3-6 months for the clothing industry to release products to mass production, and the brand needs to be prepared ahead of schedule. The selling season of spring series is relatively short. In February, most enterprises had completed the production and storage of spring and summer wear. So this year, almost all domestic garment enterprises will face the pressure of low inventory and low income in the first half of the year, and the shortage of goods in the second half of this year.

However, everything has its two sides. While the epidemic brings the loss of performance, it also promotes the dual channel development of the brand, so that the brand can rethink the marketing mode.

The "full channel mode" that has been explored for a long time in fashion is playing an important role at this moment. During the epidemic period, the daily fashion brand shopping guide increased the frequency of online product interpretation and interactive live broadcast, maintained a positive interaction with the brand fans, and increased the community oriented shopping guide community service group. In front of Taobao's "38 Queen's Day", online marketing is the brand of the day fashion brand, Tmall store has increased by 27% fans.

In an interview with the securities times in early March, Wang Weidong, chairman of the board, said he would continue to maintain a high proportion of investment in design and research. The operating rate of the group's offline stores has reached 70% as of March 8th.

Jiangnan Bu Yi maintains user stickiness through online marketing. It is reported that the membership of the group is relatively sticky. Currently, 9 of its members are from WeChat. In 2019, only 2 billion 500 million of the high consumption members contributed. Diversified brand portfolio, fans economy and other strategies will continue to serve as a counterweight to the challenges of the market.

In March 11th, Tian Chong took over the 5% stake in North Peak capital, plans to create a digital intelligent service platform, and applies AI technology to enhance the digitalization level of the industrial chain and improve production efficiency.