From the perspective of investment, we believe that platform e-commerce, brand enterprises and offline retail enterprises will usher in a pattern reshaping in the mobile era. O2O will help brand enterprises accurately meet consumer demand, improve supply chain efficiency, help traditional channels reform old business processes and models, and expand the value of physical stores and supply chain resources. In addition, cross-border e-commerce, "small and beautiful" vertical B2C, brand customization model, state-owned enterprise reform The buyer system will become the industry development trend and investment hotspot in 2015. The transformation path of channel operators and other aspects have made ten imaginations.

Top 10 Imaginations of the Textile and Garment Industry in 2015

Imagine 1. The mobile terminal dominates B2C, and the competition in the mobile ecosystem is becoming increasingly fierce. The dividend of PC traffic has converged, and the consumption of mobile terminals has grown rapidly. We predict that by the end of 2015, the consumption scale of mobile terminals in B2C market is expected to exceed that of PC terminals. There is still much room for monetization of mobile terminals. Increasing investment in building a mobile ecosystem and seizing the traffic monopoly advantage of mobile terminals are the focus of competition among major e-commerce companies at this stage.

Imagination II. Mobile payment opened and offline business cross-border transformation accelerated. Mobile payment tools are a key link for offline businesses to embed into the mobile O2O ecosystem. We expect that the payment security standards for QR codes will be fully introduced next year, and mobile payment will enter a real explosive growth stage. The offline retail enterprises accelerated the reform, and transformed from a single front-line offline channel to a multi-channel model integrating online and offline channels and a platform based model.

Imagine 3. The rise of new categories of vertical e-commerce and mobile application providers. Food, mother and baby, fresh food, luxury goods and other categories have not formed a leader for the time being. Through the professional operation in the subdivided fields and the depth of each link of the supply chain, more "small and beautiful" vertical e-commerce and mobile scene providers will emerge in related categories.

Imagine 4. Overseas shopping B2C has surpassed C2C to become a major market for cross-border consumption. Big data, rural areas and cross-border are Alibaba's three major business priorities after IPO. We believe that the B2C transaction scale of overseas shopping will exceed that of C2C next year. We are optimistic about Tmall Global, which has a large customer base, rich platform SKUs, and mature overseas payment layout in this field. It is expected that Alibaba will build its own international trunk logistics by way of equity, and tap into the demand of overseas shopping with existing traffic.

Imagination 5. Integration against the trend, the reform theme gave birth to a rotating market. The reform of state-owned enterprises in various regions has accelerated. We believe that in 15 years, there will be at least 3-5 state-owned enterprise reform plans in the retail industry, which may be carried out along three main lines: 1) injection of unlisted assets by major shareholders; 2) Introduce industrial capital and reshape corporate governance structure; 3) Cross regional mergers and acquisitions to improve industry concentration and achieve scale effect.

Imagine VI. In 2015, the brand "cross-border" is still hot. We believe that in 2015, textile and clothing companies will still have a hundred flowers in the field of "cross-border", but only "cross-border" in the industrial chain has the possibility of extension and success. On behalf of Meisheng Culture, Sima Garments and Pathfinder.

Imagination 7. O2O based on mobile terminals will be widely accepted by brand makers. In the mobile era, the opportunities for brands outweigh the impacts, and their dependence on retail channels will be greatly reduced. They will be able to more accurately and efficiently master consumer demand data, and guide product design, marketing and supply chain management. Under this trend, niche and personalized needs can be explored and met, and profitability will be greatly enhanced.

Imagine 8. "Customization" - the blue ocean of the future. Private "customization" is an inevitable requirement after consumption upgrading. Some domestic brands have also started to actively try in the blue ocean of "customization", and there is huge room for future development.

Imagine 9. The buyer store model has entered a period of accelerated development. The purchasing power of the middle class has increased, and more and more consumers are pursuing unique exclusivity. A buyer's shop with distinctive personality may become an important force in the future shopping center.

Imagine 10. The future technological breakthrough will liberate designers. With the breakthrough of 3D technology, the era of personalization and customization is coming. Designers will benefit from it. Brands can also break the format barrier and customize according to data.