According to industry experts, in the consumption upgrade process, the potential market space for Chinese school uniforms is expected to reach 150 billion yuan in 2020. Faced with the fat of the school uniform market, in the next few years, it must be divided into groups, and the weak meat will be strong.
Uniforms
The clothing industry is in a downturn, and apparel companies are taking the road of diversified brand strategy. Bosideng Group, which started out as a founder and brand with down jackets, is not only involved in fashion women's wear. In 2015, it began to work together with more than 60 years of professional school uniform design experience. For the 13th consecutive year, the Korean school uniforms custom-made leading brand SMARTF&D, which has won the Korean school uniform industry championship, has joined forces to create International quality fashion uniforms.
According to industry experts, in the consumption upgrade process, the potential market space for Chinese school uniforms is expected to reach 150 billion yuan in 2020. Faced with the fat of the school uniform market, George White, who lives on the business professional service business, will not be outdone. In 2017, he will concentrate on the advantageous resources and take the student service business as the strategic focus, striving to occupy a certain market position in the Chinese student service market.
Is it difficult to stand out from the Bosden edition?
Chinese school uniforms have always been praised as “hypertrophic, rustic, monotonous†and so on. Such bad reviews have existed for a long time, and the upgrade of school uniforms is the will of the people. At the beginning of 2013, a production responsibility incident that jeopardized the health of students, many schools in Shanghai involved in this incident, a total of 22 batches of uniforms were sampled, covering major production enterprises in Shanghai, and 6 batches were tested as unqualified, and the pass rate was only At 73%, one of the products has carcinogenic ingredients. Why is the poison school uniform appearing? The company is profit-seeking and lack of responsibility. The important factor is that there is no inspection standard. As long as it is produced by the garment factory, the result directly leads to the quality of the uniform and harms the health of the students.
In June 2015, China's first national standard for uniforms, GB/T31888-2015, was introduced. For the first time in more than 20 years, China's uniform industry has been unified and standardized, becoming the “new national standard†for the Chinese school uniform industry. The standard of school uniforms will bid farewell to the single entry barrier of the past grades, and it will meet the high standards in terms of safety, ecology, comfort and environmental protection. Under the background of consumption upgrading, school uniforms ushered in the stage of brand development. Driven by many factors, the Chinese school uniform market is welcoming industrial upgrading, and the school uniform market will gradually be branded and standardized. China's garment industry is facing the blue ocean of China's 150 billion school uniform market. The battlefield of China's school uniform market will surely be divided into groups in the next few years.
School uniforms are a special industry in China's professional wear market. However, domestic school uniforms are mainly sportswear, which is hypertrophic, monotonous and lacks aesthetic advantages. It is not accepted by students and parents for a long time. With the improvement of people's consumption level and the growing concern for the healthy growth of young students, the diversification, personalization and demand for human cultural products of school uniforms have been fully released, so that students can become healthy, happy and positively become the consensus of the whole society.
Not long ago, the company's international custom school uniforms appeared at the 2017 Shanghai International Professional Apparel Exhibition, School Uniform Exhibition, and Apparel Technology Equipment Exhibition, which perfectly interpreted the new image of Chinese campus clothing. Speaking of 飒美特, not necessarily familiar, but mentioned Bosideng, almost no one knows. Bosideng is a big attire, but Bosideng has never stopped moving forward on a diversified brand road.
As early as 2015, Bosideng has teamed up with more than 60 years of professional school uniform design experience. For the 13 years in the Korean school uniform industry, the Korean school uniform custom leading brand SMARTF&D has entered the uniform business. On December 30, 2015, Bosideng Group announced that it has signed a contract with South Korea's SMARTF&D Company to cooperate and launch a strong and powerful brand of Sino-Korean cooperative school uniforms, which is to develop a uniform business for the Chinese market, jointly develop the Chinese uniform market and jointly create Fashion uniforms with international quality.
Gao Dekang, president of Bosideng Group, believes that school uniforms are an aesthetic and cultural spirit. He said that it is necessary to create a diversified, personalized and humanistic product with the spirit of craftsmanship, so that children can wear healthy, happy and positive, and make the campus more beautiful. It is necessary to make great efforts to incubate and cultivate more fashionable school uniform brands, and together create a school uniform culture that belongs to China and promote the healthy development of the industry.
According to Gao Dekang, President of Bosideng Group, the new season uniforms launched by 飒Meite cover four categories, and take into account the student dressing occasions, dress etiquette, season combination, etc., 飒美特 pays more attention to the combination of campus culture, making the product simple, Refreshing yet stylish, it provides students with safe, comfortable, stylish and cost-effective uniforms. With the mission of “International School Uniform Customized Leadership Brandâ€, 飒美特 will strive to become “China Campus Culture Advocateâ€.
Product diversification will increase the risk of business operations, and specialization is the general trend of the development of the apparel industry in the future. Does Bosideng have a serious decline in the performance of the main business down jackets, and whether the men's clothing supports the sales of the uniforms under the pattern of one day? Does Met stand out among the many school uniform brands?
George White also came to the school uniform market cake
As the first sharer of China's professional wear, George White, a fashion-oriented, personalized, and differentiated pioneer and advocate, not only guarantees the fabric's good moisture absorption and breathability, but also makes the hand feel smooth and full. Bright, making it more comfortable and breathable, and caring for the skin is well received by consumers. In 2017, George White entered the school uniform market with a leading brand of professional wear, in order to seize the uniform market through strong R&D and design capabilities. Can George White occupy a certain proportion of the Chinese school uniform market?
On April 26, George White released the first quarterly report of 2017. The report showed that the operating income was 150 million yuan, down 3.67% year-on-year; the net profit was 881.69 million yuan, down 11.19% year-on-year. On April 19th, George White released the 2016 annual report, showing that the 2016 profit was 62.937 million yuan, a year-on-year increase of 2.75%. The business professional service customization business has gradually matured and stabilized, and publicly stated that the student service business is still in the stage of consumption upgrading. We will concentrate our superior resources and take the student service business as a strategic focus, and strive to achieve a certain market position in the Chinese student service market.
Youka Technology uniforms also play O2O
Youka Technology, the full name of Youka (Beijing) Technology Development Co., Ltd., is a group clothing custom enterprise integrating design, research and development, production and sales services. It provides uniforms through the combination of online sales and offline sales. Professional clothing and other group clothing customization services, the company owns YOOKNET - China Youth Campus brand, FOYUR (Faul) - professional wear main brand, JUSTFORYOU (Jinyihui) - personal haute couture brand.
According to China Garment Network, the operating income of Youka Technology in 2014, 2015 and January-February 2016 was 42.226 million yuan, 65.463 million yuan and 10.957 million yuan respectively; the net profit was -15.294 million yuan and 1.513 million yuan respectively. 418,500 yuan. The consumers of Youka Technology mainly come from Beijing No. 4 Middle School, Beijing Normal University Affiliated Experimental High School, Renmin University of China Experimental High School, Beijing Second Experimental Primary School and other famous national schools, large schools, and characteristic schools with a long history of inheritance culture. And large enterprises and institutions such as Minsheng Bank, China Life Insurance, and FAW Audi.
It is worth noting that with the exclusive design and innovative 1+N business model and online platform, the school provides O2O uniforms full-service customization services, and extends to campus cultural product design, comprehensive creative manual courses, products and courses. Eucal Technology, which helps build the school culture, released its 2016 annual report on April 27. The report shows that its performance has grown steadily during the reporting period, achieving operating income of RMB 73,366,100, an increase of 12.07% year-on-year. Among them, the school uniform business income was RMB 60,287,500. Yuan, an increase of 32.
85%, the main reason is that the school uniform service is committed to the renewal of new customers while vigorously carrying out direct sales of new customers. In the report period, 48 new schools were added; in addition, the second half of the year launched the “city partner†system and agency. The partners jointly explored the local market. During the reporting period, 10 agents signed up, and the business income of the agent model was 3.8097 million yuan. During the reporting period, the decline in the income of its professional wear business was mainly due to the focus on the school uniform service in recent years. The professional wear did not expand rapidly on the basis of guaranteeing the renewal of the original order; in addition, the purchase volume of the major customer Minsheng Bank decreased. This has led to a decline in the sales of professional wear.
However, the report showed a net profit of -16,632,400 yuan. Due to the unsuccessful progress of the direct sales business, it was not achieved, and according to the planned sales performance, the planning management expenses and management expenses increased significantly, resulting in a negative net profit. Youka Technology said that in 2017, it will carefully plan the sales plan, and vigorously promote the cooperation of the agent franchisees, and strive to effectively complete the sales plan, while reducing management costs as much as possible, and regaining profits.
School uniforms are only the threshold, and they are competitive in cost-effectiveness.
What are the consumer needs? Material safety is one of the criteria for consumer psychology. According to the China Garment Network, the uniforms standards issued in June 2015 clearly show that in terms of safety, the standards are not only strict regulations on the use of decomposable aromatic amine dyes, formaldehyde content, dyes and auxiliaries, but also Combustion performance, attachment sharpness, rope, residual metal needles, etc. In particular, the color fastness, the change rate of washing size and the quality of the products that consumers can easily perceive, have reached the first-class indicators of other similar clothing product standards. In addition, the part directly contacting the skin has a cotton fiber content of not less than 35%, which fully ensures the comfort of the uniform.
The project with relatively high unqualified rate in the implementation of the new standard is precisely the fiber content is not up to standard. The reason is that the cotton fiber content in the direct contact with the skin needs to reach or exceed 35%, which is equivalent to eliminating some of the chemical fibers commonly used in the past. School uniform fabric. This actually requires the school uniform enterprise to start from the source of product design and fabric procurement. It is necessary to adjust the ideas to make it better. Once the alternative fabrics cannot be found in time, they will face the risk of failing to meet the standards.
In view of the fact that the Chinese school uniform market has not been fully liberalized, the quality of school uniforms has just started, and the future development potential of the industry is staggering. In response to the new national standard, many clothing companies are also striving for a more reasonable price space through humanized design, high-quality fabrics and precision production, which will promote the maturity of the school uniform market, and the school uniforms that are fashionable, personalized and cost-effective will be easier. Get the favor of consumers. In 2017, not to mention that Bosideng successfully led the "new national standard", I hope that Bosden's new sales performance is no longer worrying. After all, it is not easy to struggle and develop in the hot environment of the clothing industry.
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