Generally speaking, once a negative event occurs, most parties will choose to remain silent for a period of time, and the impact will fade over time, but this time , Liu Qiangdong bucked the trend.
After being exposed for sexual assault on September 3, Liu Qiangdong made a high-profile appearance on September 4 and signed a strategic cooperation agreement with Qiu Yafu of Ruyi Group.
Releasing such news at this node, Jingdong’s meaning is also very clear, 1. In a positive way The incident offsets the negative impact and proves that our brother Dong is safe and sound. We hope that there will be no more speculation from the outside world. 2. The incident released at this time must have enough influence to weaken the negative incident. At the same time, it must arouse great attention from the market. It should also be JD.com It is a key part of the development strategy, so JD Clothing Unbounded Retail came into being.
Regardless of whether Liu Qiangdong’s crisis public relations is effective, JD.com’s layout in the textile and apparel industry is solid, and the future textile industry chain pattern is undergoing profound changes!
JD.com seems to be a step too late. The giant’s layout of the textile and apparel industry chain has taken shape!
Liu Qiangdong’s progress in entering new clothing retail is actually a step too late. In the past two years, international capital giants have transformed and invested in the clothing industry, and some domestic industry oligarchs have also stepped up their efforts to seize the market.
On January 30 this year, Heilan House, the focus of the battle for giants, the clothing brand enterprise, finally came to an end. According to the announcement, Heilan House planned to sell 5% of its shares to introduce strategic investors. Tencent, the two parties will jointly establish an industrial investment fund. In July, Heilan House officially entered Meituan Food Delivery.
In addition, it is reported that Jack Ma’s Alibaba new manufacturing project has taken the lead in the field of clothing processing, with more than 30,000 customers Taochang Factory and the IoT team jointly built it to complete the digitization of the production process through visual recognition analysis of the clothing production line and connect it with the entire online supply chain data. It will be launched in batches in September.
Whether it is the cooperation between Alibaba and 30,000 garment processing factories, or Tencent The cooperation with Heilan Home and these cooperation in the new retail context are all attempts by the Internet giant to use its own advantages to strengthen the performance of the new concept layout. As Internet giants gradually complete the layout of these offline clothing brands, the trend of wars in the new retail era returning to battles between Internet giants will become more obvious.
Liu Qiangdong’s foresight: Why did JD.com choose Ruyi Group?
First of all, it is easy to understand that Tencent first chose Heilan Home in the field of clothing retail. Heilan Home currently has about 5,000 directly operated stores, and according to its 2016 annual report, annual sales were 16.9 billion yuan. It is the leader in the clothing industry in terms of market value and chain size.
However, Liu Qiangdong chose Ruyi Group. The author believes that JD.com’s new retail layout is already a step behind. It needs cooperation with a wider range of brands than other Internet giants in the textile industry, so it Choosing Ruyi Group has unique advantages in brand internationalization.
1. Ruyi Group, which has been growing stronger since 2010, has accelerated its global expansion and implemented mergers and acquisitions along the “Belt and Road” and along the front and back ends of the textile industry chain. Through a series of international mergers and acquisitions, Ruyi currently has more than 20 overseas subsidiaries, more than 30 internationally renowned brands and 5,000 products covering 110 countries and regions in more than 10 countries including Japan, Australia, New Zealand, the United Kingdom, Germany, and France. Brand stores have become a successful example of China’s textile and apparel industry and one of the few successful enterprises among “going global” enterprises. At the same time, it has established creative design centers and fashion R&D centers in the four major fashion capitals of Italy, the United Kingdom, Japan and South Korea to enhance the design level and brand influence of its products.
2. In addition, in terms of industrial chain expansion, Ruyi has gone one step further than Heilan Home. Ruyi has established 13 textile and garment industrial parks in Shandong, Chongqing, Xinjiang, Shanghai, Jiangsu, Ningxia and other regions. It has the world’s largest two complete textile and garment industry chains from cotton spinning, wool spinning and clothing brands, building a global Leading supply chain system.
Deep changes in all aspects of the textile industry chain: The era of control by large enterprises has arrived!
Some analysts pointed out that since the beginning of the new retail revolution, after the suspension of trading of listed apparel retail companies, the final result has been towards marriage with giants. In the future, the focus of new retail will be in the clothing industry. Eventually, clothing brands will become an important chess piece for international giants to control the entire industry chain.
At present, the entire textile industry chain is undergoing such fission.
Take the chemical fiber industry, the largest textile industry chain, as an example. Since the second half of 2016, bankrupt polyester News of companies being acquired and new production capacity being put into operation are endless. Polyester giants are gradually changing the market structure in their own way.
In 2012, amid the global economic downturn and intensified market competition, Against this background, the internal problems of polyester companies have gradually intensified, and the polyester filament market has ushered in a wave of reshuffles. A number of leading companies have been forced to close down or shut down their production capacity. According to statistics, after 2012, approximately 1.93 million tons of production capacity has withdrawn from the market.
After 2017, polyester factories that firmly control pricing power have obtained This has resulted in a better cash flow situation. The good profit situation has also indirectly accelerated the commissioning of new production capacity and the resumption of production of suspended equipment. According to statistics, new production capacity is expected to be put into production in 2017-2018 at around 3.25 million tons.
But whether it is Hengyi’s successive acquisitions of Longteng and Hongjian, or Xinfengming, Tongkun, Rongsheng, and Shenghong From the production plans of new equipment, we can find that the new production capacity in recent years is the work of several polyester giants! At the same time, these polyester giants are also laying out the upstream and downstream industries. After the layout of the upstream and downstream industries, they have pricing power. and cost control will be more guaranteed.
In addition, the chemical fiber weaving industry is also experiencing a trend of passive concentration of production capacity. Environmental protection factors are a dead bar in front of large-scale enterprises, and production capacity is concentrated to large-scale enterprises. The trend of enterprises is slowly happening.
An industry full of temptation and competition: the fate of small and medium-sized enterprises in the textile industry chain is worrying
For small and medium-sized enterprises, it is increasingly difficult to get a share of the fiercely competitive market. The era of fighting for scale and cost has obviously passed, and small and medium-sized enterprises will be in dire straits in the future. What should companies do?
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Take chemical fiber weaving enterprises as an example. Due to the pressure of environmental protection, water-jet products, which account for a large number of domestic products, have been eliminated on a large scale. Two years ago, jet-jet weaving plants with less than 150 units Next year, 30% will be eliminated, leaving about 100 machines. However, the current policy of limiting environmental protection production capacity in the market has caused production capacity to be compressed to 75% in the long term, which is the productivity of 75 machines. The tax contribution is used to set the standard. The elimination access mechanism is taking shape. In the future, the looms of small and medium-sized enterprises will also be eliminated. In addition, the environmental protection production capacity is further limited. The production capacity of 75 machines may only be able to be opened normally.
This directly leads to a significant decline in the competitiveness of small and medium-sized enterprises. A very obvious phenomenon: production capacity is limited to accept orders, large orders cannot be accepted, and long-term orders are not dared to be accepted. The better ones are reduced to the foundries of large enterprises, and the worse ones are Some of them directly sold the indicators and changed industries.
At present, the clothing industry chain has seen the phenomenon of processing workshops being cleaned up. Qiaosi Garment Processing, which supplies most of the clothing production capacity of Hangzhou Sijiqing Garment Market 80% of the more than 5,000 companies in the industrial cluster will be liquidated by the end of the year, and the cleared production capacity needs will inevitably flow back to large clothing companies.
The author believes that there are three obvious trends for enterprises in the textile industry chain in the future: 1. Every industry in the entire industry chain will be merged and integrated, and the integration will eventually be attributed to the large enterprises at the head of the industry; 2. Large enterprises that are already at the top of the industry will move up or down the industry chain in order to maximize the cost-effectiveness of the industry chain; 3. In the future, there will be competition among industry leaders, and the living environment of small and medium-sized enterprises will become increasingly worse. , in the end, they will either be eliminated, or they will join forces and become attached to large enterprises, and they will suffer both prosperity and loss with large enterprises.
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