2019年1月23日星期三

Li Ning Acquires the League of Legends Snake Team

2018 is the age of e-sports.

Earlier, the Ministry of Education set up an e-sports major and e-sports for the Asian Games. At the end of the year, iG won the championship and accelerated the e-sports circle and capitalization. From the policy, capital to the industrial chain level, this “seemingly less serious” industry is experiencing a massive increase in scale.

According to Whale's data, the size of China's e-sports game market reached 76.6 billion yuan, a year-on-year increase of 46%. There were more than 70 financing incidents in the industry throughout the year, and many companies such as B Station and Jingdong also participated in the wave of acquisitions of e-sports clubs.

Recently, Li Ning acquired the Snake Club, a member of the LPL Alliance. It learned that Li Qilin, who led the acquisition, is an executive director of Li Ning, an extraordinary Chinese sports CEO, and a nephew of Li Ning. The cash portion of the acquisition involves several hundred million yuan. The team has been officially reviewed by the LPL and has permanent league seats with a total of 19 teams. The expected investment is tens of millions of yuan per year.

Extraordinary Chinese sports are mainly engaged in sports event operators and sports brokerage businesses, and are subsidiaries of extraordinary China. It is not the case that China holds Li Ning's shares at the same time.

Prior to the acquisition of Snake, Li Ning once tested the industry through sponsorship and other forms. Li Qilin revealed that the previous team's cooperative clothing was sold out in 7 minutes, and the store sales increased by 6 times, which enhanced their confidence in entering the e-sports industry to a certain extent.

Why did Li Ning open up new fronts outside traditional sports events?

Overall, the market is on the eve of the outbreak, the population base is large, and the threshold is relatively high is a few core factors. From the traditional events to the experience of electric competitions, the continuity of industrial resources, etc., is Li Ning's advantage.

Li Qilin told 36 that extraordinary Chinese sports are mainly engaged in sports related industry management. He started to pay attention to electric competition two years ago. "The 2018 LPL audience has surpassed the NBA. From the perspective of the next generation crowds, e-sports will Opportunity will become the mainstream of the mainstream sports related interest in the future. LPL itself is also very good content, there are many online and offline combinations, as well as entertainment forms of upgrade play, such as AR, holographic projection, etc. Unlike casual games, League of Legends The difficulty of the game's operation is relatively high, and the talents and hard training of the players are indispensable. This is highly compatible with traditional sports and also enhances the competitive viewing of the event."

Embracing e-sports is also the extension of Li Ning, the extraordinary Chinese sports around the horizontal competition of sports events, and the next growth point of reserves.

Extraordinary Chinese sports in the field of basketball, table tennis, badminton, marathon and other events are also running in the same period. Li Qilin said, “Li Ning Group has been doing sports and fitness products for nearly 30 years. The insight into consumers is a long-term basic skill – user preferences are closely related to derivatives and events. We have to comply with consumers, especially the next generation. The consumption logic of the crowd fills its portfolio with recent and long-term investments."

Although the surface form of e-sports and traditional sports events is different, the structure of the industrial chain is compatible and related.

Li Ning Group, the extraordinary market resources of China Sports in the sports industry, the talent reserve of the Olympic champion level, the training camp and training system, the operation of various events, the operation of venues, and the production and sales channels of professional sports equipment, etc. Resources and experience in e-sports. According to Li Qilin, the Olympic champion and the top national coaches have begun to introduce psychological training and rehabilitation training for Snake.

In particular, the "professional experience" of the e-sports industry, due to the beginning, the industrial experience in traditional sports competition has certain reference value. Li Qilin believes that professionalism not only means full-time competitions, but also that there must be a professional training system and screening mechanism suitable for the national conditions, and there are other career channels for those who have not become e-sports players after retirement.

We can find that in addition to game development, content production and supervision, Li Ning's business and resources can be matched to almost every link.

Li Qilin mentioned, “Now there are many popular head sports events on the market, but there is still a lot of commercial potential worth developing.

As for the commercial value of the event, Li Qilin believes that there are three main factors that influence the public participation, the degree of internationalization of the sport, and the openness of the event alliance ecology.

“The first two points determine the threshold of commercial value, and the third point determines the upper limit of commercial potential. Ecological openness, it is necessary to take into account the interests of all parties, athletes, coaches, sports brands, etc., and the rules that match them, The way of participating in the competition, the way of distributing benefits (the elements of the production relationship level), this is why we are optimistic about LPL."

It is not difficult to feel that Li Ning is getting younger and younger.

In addition to e-sports, there have been many new attempts around the sports industry and the big health industry. Bringing China's Li Ning and Enlightenment ACE series to New York and Paris Fashion Week, they set off the banner of "national tide rejuvenation". In the face of the aging of the brand, how to be new with the proposition, Li Qilin said that only four words are unchanged - such as walking on thin ice, keeping observation and being sensitive to new things, adjusting strategies at any time.

However, once we start embracing young people and taking the trend, it means that supply chain efficiency, response from the back end to the front end must be accelerated, and the new product development cycle is shorter. Li Qilin told 36 氪 that the company has made a lot of adjustments.

“By relying on the words “China Li Ning” can support the annual sales of tens of billions of dollars? The design alone is definitely not good, the industry needs coordination, and the product team holds the consumer behavior analysis data to communicate with the designers. Design must also consider whether mass production can be scaled up.

At the company level, we must consider more, how to shorten the supply chain and increase the consumer experience without increasing the cost. Can every profit be rolled to the next product development and marketing after selling one product?" Say.

Innovation is by no means a one-off. This is also the catwalk, the selling, and the rapid growth of performance (in the first half of 2018, Li Ning Group's revenue reached 4.713 billion yuan, up 17.9% year-on-year, the fastest growth rate since 2010). Li Ning is step-by-step and continuous. Micro innovation.

In the future, around the sports industry and the big health Footaction Promotion Codes industry, Li Ning will have more new moves. Next year, Li Qilin will also focus on the improvement of the Snake team's performance, as well as the comprehensive level of e-sports related business linkages, business performance and other attempts.

2019年1月16日星期三

Grasp the Menswear Market

The Hugo Boss Group, which is at a critical stage of transformation, is trying to accelerate the pace of recovery by grasping the emerging Chinese menswear market.

According to the fashion business news, the German fashion group Hugo Boss announced today that Chinese power actor Zhao Youting has become the brand spokesperson of the brand "BO Of "Man Of Today" in Greater China. Zhao Youting has become a household name in the hearts of Chinese people in the world through a series of film and television works such as "Scorpion Hero", "Sansheng Sanshi Shili Peach Blossom".

Ingo Wilts, chief brand officer of Hugo Boss, said in a statement that Zhao Youting's image fits well with the positioning of BOSS “Man Of Today”, which is based on German precision craft design and tailoring. It also highlights BOSS's consistent self-confidence, eagerness for success and meticulous excellence. And the core value that can be trusted, the two sides will not rule out more in-depth cooperation in the future.

As of press time, the number of related posts posted by BOSS Dacoz Coupons official microblog has exceeded 10,000, and the number of Wei Weiting's Weibo fans is 13.28 million.

In fact, BOSS has always focused on creating a successful and confident image of men, and invited actor and actor with good temperament to cooperate with the brand to reach the target consumers, establish a brand image, and increase the popularity and exposure to penetrate the local area. market. In addition to Zhao Youting, BOSS invited Zhou Runfa and Huo Jianhua as spokespersons in China in 2012 and 2017.

As the core brand of the Hugo Boss Group, BOSS has been highly praised by high-end professionals for its exquisite craftsmanship and tailoring. It once set a "myth" for six consecutive years of growth. Hugo Boss was founded in 1923. It specializes in men's and women's clothing, perfumes, watches and other accessories. It is currently divided into two business units, BOSS and HUGO.

Despite the short-term crisis in 2015 and 2016, after the current CEO Mark Langer took office, Hugo Boss quickly turned around and returned to the high-end market for men's wear, which is rooted in the brand, and strictly controlled the operating costs and embarked on the road of reform and transformation.

It is noteworthy that in recent years China has become the fastest growing market for the Hugo Boss Group.

According to data released by the Hugo Boss Group in the third quarter of last year, men’s sales rose 1% and women’s sales fell 7% due to the high number of casual wear categories. Sales in the Asia Pacific region rose 6% year-on-year to 87 million euros, thanks to continued high single-digit sales growth in the Chinese mainland market, and sales in Greater China also rose 7% year-on-year.

Among them, BOSS is still the main growth engine of the group, contributing more than 85% of its performance. In addition, the Group also clearly stated that the Asian market including China will be regarded as a key expansion area. It is expected that the overall sales volume of the region will increase from 15% this year to 20% in 2022.

Some analysts pointed out that behind Hugo Boss' rapid growth in sales in China is the accelerated revival of the menswear market. According to data released by market research firm Euromonitor International, the global apparel and footwear market retail sales in 2017 increased by 4% year-on-year to US$1.7 trillion.

Among them, sportswear increased by 6.8% to US$300 billion, and children's wear increased by 6.2% to US$160 billion. Men's and women's wear increased by 3.7% and 3.3% to $419 billion and $643 billion, respectively, and men's wear grew faster than women's wear.

The agency further expects that from 2017 to 2022, men's wear will exceed female sales, with a compound annual growth rate of 2%. In addition, according to relevant data, China has a new middle class of about 200 million to 400 million. The consumption potential of the group in the fields of clothing and lifestyle is shaping a brand that pays more attention to quality.

According to another analysis, men's clothing brands with high quality and affordable price are scarce in China, and male consumer awareness is also rising. Such a market gap is a positive signal for Hugo Boss, which is committed to developing high-end men's clothing. .

Therefore, in the current global fashion industry reshuffle, the Group's men's main business tilt strategy has become more and more accurate, the brand spokesperson also revealed in an interview with the media earlier, the group plans to abandon the luxury goods market, focusing on returning to sell quality men's clothing . And emphasize the more focused development of men's fashion products, is the key to Hugo Boss to maintain a high-quality brand reputation.

In addition, the brand itself is constantly changing to adapt to the market. In order to comply with the younger consumption trend, the brand that once focused on the 40-year-old is moving its target consumer group through brand marketing, design transformation, e-commerce upgrade and other strategies. The scope has expanded to millennials.

In terms of digital marketing, the Hugo Boss Group has not slacked off and promised to increase this share from 50% to 70%. In July last year, the group also broadcast live broadcasts of the HUGO 2019 Spring/Summer series on the official website and social media on the official website and social media, further touching the young user groups and interacting with them online. At the New York Fashion Week in September of the same year, the BOSS 2019 Spring/Summer collection also used social media for simultaneous interactive live broadcasts.

From the design point of view, the collection is designed with light fabrics and distinctive details, and is presented in a street-style neon club-style stage in Berlin. It is very energetic and interesting. The BOSS 2019 Spring/Summer collection is inspired by California summer. The surfboard stripe is a decorative print on suits, dresses and coats. It combines sports and leisure style with urban elite style. Both of them reflect the group's continuous rejuvenation. The determination to change.

It is worth mentioning that men’s wear has become the most affected category as “de-dressing” is popular around the world. Young people think that formal dresses represent the old-school conservative, and therefore turn to street casual wear. According to data released by market research firm Euromonitor, as early as 2015, the sales volume of American suits has dropped by 2%. This is the third consecutive year that the industry has been hit, and the market share of casual men's wear has surpassed that of men's formal wear. In the Hugo Group's financial report, BOSS's business equipment growth is weak, but the HUGO leisure series is relatively popular among young consumers.

Therefore, there is a view that in order to counter the trend of “de-dressing”, Hugo Boss, which is starting out, has gradually changed its design style to the leisure style in recent seasons, trying to maintain the excellent tailoring of the brand for many years. At the same time, high-quality fabrics create a unique men's casual style.

In addition to adjusting the brand development strategy through the choice of spokespersons and the change of design style, and deep into the market, Hugo Boss is also actively embracing technology and fully exerting its online market, especially to grasp the pain points of Chinese consumers prefer online shopping.

Hugo Boss opened its official website in China in 2013. Subsequently, the group's main leisure style series BOSS Orange entered the Tmall Mall in 2014 and participated in the Double Eleven Shopping Festival. It was 198.1 on the double eleventh in 2015. Ten thousand yuan in sales. In 2017, Hugo Boss became the first luxury brand to enter the Luxury Pavilion of the Tmall luxury platform. The platform is brand-operated rather than channel agent, which enables brands to directly reach the mid- to high-end consumer groups and shake their customer resources.

In another e-commerce platform, Jingdong, Hugo Boss adopted a different low-price strategy. In 2015, the group entered Jingdong in a self-operated mode. The latter bought four series of nearly 10,000 items through wholesale. According to Jingdong Public Relations Department, the price of Hugo Boss sold this time is generally lower than or even lower than that of the store. Discounted price sales, even after the purchase of the tax point can not be reached.

Globally, the Hugo Boss Group has also begun to integrate online, retail and wholesale channels. After three years, the Group has completed the transformation of wholesale to self-operated retail-based channels, and in the first quarter of 2018, e-commerce sales surged by 43% through the update of huguboss.com's official website.

In addition, it has also made significant adjustments to the primary contact store that is close to the consumer. Currently in international cities such as London, Singapore and Munich, consumers can experience the concept store combining modern style store decoration with digital service. In June last year, HUGO first opened its first store in Amsterdam, the Netherlands. In addition to the upgrade of its previous infrastructure, the store also added more popular elements suitable for social media. The group plans to promote this type of store to major European cities, including Paris, in the second half of the year.

As a commercial brand, the most important thing is to judge the situation and change from time to time. In the uncertain economic environment, in response to the new round of fashion industry shocks, Hugo Boss is planning to start a new round of transformation, the group announced the new 2022 strategic plan at the end of last year, will increase Personalized service products, market resilience, data analysis and other initiatives to better meet consumer demand, cut a new generation of consumer demand for personalized customization, experiential shopping, and enhance their profitability.

In terms of upstream production and logistics of the brand, the Group plans to optimize and upgrade its product design and development, logistics, IT infrastructure and digital showroom to improve the flexibility and efficiency of business processes. According to Mark Langer, the company has shortened its time-to-market, reducing its time from product concept to store shelves by about half.

Some analysts have said earlier that Mark Langer's transformation strategy has gradually achieved results. Mark Langer emphasized that the group's earnings growth will be sustainable.

Some analysts believe that as men's consumers' pursuit of fashion and beauty intensify, BOSS has great potential for development in the men's wear market in China and the world, but it is worth noting that when the brand blindly sees the consumption power of Chinese consumers. When a swarm of bees floods into the market and wants to carve up, how can they stand out in the Romwe Coupon Code dazzling brand and become a brand must consider.

A solid brand design foundation is very important, but how to jump out of the trend with the trend of reform, create a unique competitiveness to become a brand that really leads the trend of menswear, perhaps the next step for BOSS should be considered.

2019年1月8日星期二

Perfume Group Coty Shares Performed the Worst Last Year

After receiving investment rating from JPMorgan Chase & Co. (NYSE:JPM) on JP Morgan Chase on Friday, beauty giant Coty Inc. (NYSE:COTY) Coty Group shares rose more than 10% on two days, sweeping 2018 in S&P The haze of the bottom of the 500 index.

Due to the integration of Procter & Gamble Co. (NYSE: PG) P&G Group's VW business is progressing slowly and encounters new supply chain problems. After the release of the first quarter results in early November 2018, Coty Group's share price has been swayed since the beginning of the year. The $20 fell to less than $6, with the last two months falling by nearly 50%.

In 2018, the Coty Group fell 67.0%, the worst performer in the S&P 500 Index (SPX), and even worse than the Victoria's Secret Victoria's Secret (VS) parent company L Brands Inc. (NYSE: LB), the latter's share price Romwe Coupon Code plunged 57.4% due to the continued downturn in VS and total loss of consumer contact. The S&P Consumer Goods Segment (XLP) fell 11.2% for the same period, while the S&P Retail Index (XRT) The annual decline was only 8.0%.

Xiaomo’s report on Friday said that due to the poor performance of the previous year, the share price of Coty Group has fallen, and the rating of Coty Group has been raised from “reduce” to “neutral”, analyst Andrea Teixeira believes In the next few quarters, the management will realign investor expectations and announce plans to re-launch Coty's growth.

Less than a week after the announcement of the first-quarter results triggered a sharp fall in stock prices, Coty Group announced that both Bart Becht and Camillo Pane had stepped down from the group chairman and CEO. Camillo Pane's coffee retailer Jacobs Douwe Egberts (JDE) and food retailer Mars, Incorporated former CEO Pierre Laubies, Dutch food giant JDE and Coty have the same major shareholder - the German rich Reinmen Lehman family Joh A. Benckiser Co. (JAB Holding Co.).

For the new CEO's policy, Andrea Teixeira believes that Coty may implement options to sell some or all of the weak consumer goods division.

As of the end of September, the first quarter of the 2019 fiscal year, Coty Group's mass consumer goods business revenue of 828.8 million US dollars, down 20.6% year-on-year, a comparable decline of 14.0%, and recorded an operating loss of 18.6 million US dollars. Coty said that the elimination of 5% of the supply chain impact still has a high single-digit decline, indicating weak US and European operations.

For investors may be bargain-hunting, Xiaomo analysts said it is too early, because the negative news of the US giants may follow, the trend of the mass consumer goods business may be worse than expected, and pressure on the full year of profitability.

Tang Xiaotang, an analyst at No Agency, a fashion industry research consultancy, said that after the first quarter results, JAB Cosmetics BV, the group's major shareholder, continued to increase its shareholding in Coty, while the group's dividend yield was attractive. Currently, the group is in perfumes and hair salons. And in the three fields of make-up, they occupy the first, second and third place in the world respectively. The stock price weakness in the past year was mainly due to the high proportion of mass consumer goods, and the poor Dacoz performance of this category was not the result of a company in Coty. It was a performance trend of the industry. Even if P&G was involved in how to integrate a large number of competing brands, In the frequent acquisition process, Coty is indispensable for the integration of time, energy and capital, and the market focuses on this. But he said that Coty's share price is already in a state of complete oversold, and in the coming year, the benefits far outweigh the risks.

The analyst who held Cotti's head gave the US beauty giant a "outperform" rating in the report at the end of last month, with a target price of $9.5.