Domestic clothing brand electricity supplier three years ** case

The rapid development of the Internet has changed the pattern of the original clothing brand. Some online brands are taking advantage of it and even trying to get support. Another part of the traditional brand is beginning to innovate in the process. Who can represent the future direction of apparel brands?

With this issue in mind, Billion State Power Network has collected and compiled some clothing brands that have received venture capital or PE capital injections since 2011, hoping to see the future of the brand from the eyes of investors.

Aiken Cowboy: Local Denim Brand Opportunity Investor: Yuen Yu Investment Investment Amount: 20 million ***

Investment time: 2013-06-27

Aiken is a denim brand e-commerce company, currently has two C stores in Taobao, Tmall has a B shop, but also in the form of B2B to a line of integrated apparel brands to provide denim products. Its record: Landed in Taobao in June 2010, and sold 6,000 pairs of jeans in 17 minutes on the line; it became an Amoy brand three months later; double 11 in 2011, sales exceeded Levis 30%; annual sales of 80 million in 2012; 160 million, about 30% of net profit.

But for Aiken, there is an opportunity: Aiken is only a cowboy. First of all, jeans can be used to reduce inventory pressure. While China is the world's largest denim production base (supply chain), it has never had a local cowboy representative brand.

Products: Aiken is a "buy + designer" system. The first batch of products on the line are sold directly from the processing plant to foreign brands. Of course, the price is very attractive, and then gradually increase their own design, and from the style, All aspects of the layout, fabric, and craftsmanship are strictly controlled. In short, it is cost-effective.

On the basis of the product, it mainly depends on the spread of the word tablet. The current user's return visit rate within 30 days is 39%-50%.

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The following is from the perspective of the creator:

There are tens of millions of ways to do branding. I think that niche brands in recent years mean that individuals are more autonomous and do not care about the outside world. Do not entanglement is the niche or the public, this is just a label given to you by the outside world, following your own heart is the most important. Just like peeling an onion until it is close to the inside.

Everyone cares about the data and thinks that the split data is very beautiful. Everyone will be curious about what splitting has done. In fact, there is no word for cracking, but only six words, “focus, focus, focus, product, product, product”.

There are several reasons for the cracking of the cracks: First, to play, this channel is something that we have not done before; second, to see if the line can be profitable, only if it is profitable, we will open a second company. , And then a family opened; Third, the market is also very large, you can try; Fourth, the line can interact well with online buyers.

In fact, its brand, which was created by two designers and sisters, is using the flattening of the Internet to amplify the original niche's style into a popular mood, instantly opening up a new market with huge potential.

Li Ning: Future focus on five core categories of investors: TPG/Singapore Government**

Investment amount: 1.03 billion ***

Investment time: 2012-1-19

On January 12, 2012 and January 19, 2012, Li Ning Co., Ltd. issued an announcement saying that the company has signed an agreement with the German company and the Singapore government. The investment by the German company and Singapore government will be 561 million yuan each. 189 million yuan, a total subscription of Li Ning's total convertible bonds worth 750 million yuan, the term of the convertible bonds is 5 years, the initial conversion price of 7.74 Hong Kong dollars per share. At the same time, TPG Asia Limited, a subsidiary of the DTZ Group, invested HK$349,800,000 in the transfer of 53,000,000 shares of Li Ning Company.

Li Ning also fell into the dilemma of high inventory levels and heavy channel pressure. However, in 2013, Li Ning was significantly improved in terms of inventory, sales network, profitability, and operating cash flow, and its capital structure became reasonable. Among them, the gross profit rate of the Li Ning brand and the Double Happiness brand increased, driving the overall gross profit rate to increase by 6.8 percentage points year-on-year to 44.5%, and the average inventory turnover days was 104 days, an increase of 15 days year-on-year.

At the same time, Li Ning resolutely withdrew from the non-profit market, cleaned up non-profit products and channels, and closed low-efficiency stores. It also clearly positions the high-end, core, and basic three-tier sporting goods markets. In the future, it will focus on the five core sports categories of basketball, running, badminton, training, and sports, and invest in establishing a core operating platform.

Li Ning is a relatively well-known brand in the traditional brand and knows its own brand. Therefore, in the past two years, “medium high-end” and “professional” have given Li Ning vitality.

Inman: Impact of Strong Operational Capabilities Value Investor: IDG/Alibaba Investment Amount: About USD20 Million Investment Time: 2013

As a veteran VC, IDG's focus on Amoy brands is far greater than other VCs. IDG has invested a lot of Amoy brands. At present, there are Handu clothes houses, one percent and three squirrels.

And IDG investment Inman, must be optimistic about the development prospects of Amoy brand and Yinman's strength (currently Taobao Women's top three). In fact, according to figures released by Inman, sales in 2013 were 760 million yuan for the whole year, and another brand of the Group’s initial language realized sales of 360 million yuan. For the above two brands, the annual sales of the Huimei Group to which Inman and Chuyu are affiliated have reached 1.12 billion yuan.

In addition, the Inman team is familiar with its capital operation. It is reported that Inman completed the acquisition of the Amoy brand's initial language in 2013 and did not spend a penny on the group, but sold about 15% of the entire group. The completed transaction of the shares. The M&A language also shows Inman's greater ambitions for the market and its ability to leverage capital. Perhaps, this is just some basic requirements for the new forces apparel brand.

Vanke: Capital is also willing to take action to save the investor: Lei Jun / IDG / Lianchuang Ceyuan / Saifu / Qiming / Temasek / CITIC Investment Amount: USD 100 million Investment Time: 2014-2-11

On February 11th this year, Vanke Eslite announced the completion of its seventh round since its establishment. The amount exceeds US$100 million and was led by Xiao Jun’s chairman Lei Jun. IDG, Lianchuang Ceyuan, Saifu, Qiming, Temasek and other shareholders Participate in investment.

This time the ** in the off point of the off the capital chain, there is a big "life-saving straw" meaning, the industry is even more blunt: Where the guest because of the success of a new round of ** more than a "gas."

It is worth noting that this time no new investors have been introduced and Lei Jun is the Angel Investor of Vanke. The founder and CEO of Vanke is a partner for many years. The rest of the investors are also customers. Six rounds of ** investors.

Vanke insiders had previously said that it may be inspired by the Lei Jun, where guests began to try the "millet model" from the second half of 2013, to achieve the ultimate single product, and has been market-tested on products such as duvets. This idea, in the old age and Lei Jun's microblogging interaction, also clearly revealed that the old hope that through the raw materials, technology, quality, etc. are to achieve the ultimate single product, re-call back the trust of old users.

Regardless of how, so many investment institutions and individuals can not afford to leave the guest, do not want to become a waste of "opportunity costs."