Recently, bosie, A local genderless clothing brand, has completed A round of financing of 200 million yuan A+ and B round, which has attracted wide attention.
For a long time, the apparel industry has been regarded as an industry forgotten by the capital. Compared with the financing scale of the financial industry and the Internet industry, which is often hundreds of millions or billions, the apparel industry is "too miserable" with difficult financing and small amount of money, which is the common aspiration of all.
The main reason is that the apparel industry belongs to the traditional industry with low technical content and stable market structure, so it is difficult to have drastic changes. However, investors tend to prefer the industry with strong technology and quick profits.
According to the data of 1,455 financing cases monitored by Rongxiang Industry Research Institute, in the first half of 2020, the industries with the highest amount of financing were finance, big health, intelligent hardware, auto parts, real estate, etc., while the apparel industry did not appear on the list.
Miserably!Real miserably!
But when we refocus on the clothing industry and look at the companies that have successfully raised funds, we will find that there are still many promising opportunities in the traditional and old clothing industry.
Which brands are favored by capital?
According to the CFW's incomplete statistics, in November alone, five clothing brands were reported to have received financing, excluding those that received quiet financing and those that did not receive enough publicity.
Before November, there were a number of brands that had been raised for financing, but only some of them are listed here due to limited space.
The female sports brand "MAIA ACTIVE Maya" has obtained a Round of B financing of nearly 100 million yuan
In November, MAIA ACTIVE Maya, a female sports brand, announced that it had completed a Round of B financing of nearly 100 million yuan from Huachang Capital.According to the plan, this round of financing will be used to strengthen the investment in product research and development, launch "Maia-Lab ™" Sportswear research and development laboratory, further develop offline stores in first and second-tier cities, and deepen the sportswear brand positioning "designed for Asian women".
Founded in 2016, Maya is a designer sportswear brand for Asian women.According to its official website, in 2019, Maya's annual growth rate reached more than 300%, with online sales alone exceeding 100 million yuan.
Particle Fever Particle Craze received a series C financing of 100 million RMB from Hillhouse Venture Capital
In November, Particle Fever, a sports wear brand, completed a series C funding round of 100 million yuan, with exclusive investment from Hillhouse Venture Partners.
Particle Particle Fever Fever (hereinafter referred to as the PF) was established in October 2015, locate both highly functional and high level of appearance of a new generation of independence movement brand, PF hope that through technology innovation output value of the products, combined with function + clothing technology to upgrade sportswear, meet consumers for comfort, high level and more scenes in appearance.
Underwear brand Bananain Banana has completed A round of financing of hundreds of millions of dollars
In November, new leading underwear brand Bananain Banana officially completed A round of financing of hundreds of millions of yuan. This round was invested exclusively by Yuansheng Capital, and Mumian Capital acted as the exclusive financial adviser.The post-investment valuation reached 2.5 billion yuan, which is also the most valued underwear company in the past decade.
As a prominent representative of the rising local underwear brands in recent years, the sales volume in Banana has achieved more than 100% growth for three consecutive years.Official data show that by the night of Singles' Day, the total turnover of Jiaonai in 2020 exceeded 220 million yuan, a big increase of 3 times compared with last year's Singles' Day.
Bosie, a local genderless clothing brand, has raised $200m
In November, new Fashion brand "Bosie" completed A+ round and B round financing of 200 million yuan, respectively led by Zhongding Capital and Yuansheng Capital, followed by Jinshajiang Venture Capital.This is Bosie's third round of funding since last year, with founder Liu Guangyao saying the proceeds will be used mainly to upgrade product systems and open "super stores".
Bosie was founded in May 2018, featuring "genderless" style clothing. It is the newly established brand with the monthly sales of men's wear of Tmall on taobao exceeding 10 million yuan. One year after its establishment, bosie has achieved revenue of over 100 million yuan.On April 6, 2019, "Bosie" opened its first offline store, and the sales volume is expected to reach 270 million yuan in 2020.
"Twelve Light Years" of the junior pavilion has won $5 million angel round financing
Twelve Light Years has recently completed a 5 million yuan angel round financing with the investor being Beeqiao Capital.Media information shows that 12 Lightyear, founded in January 2020, is an offline collection store for girls with a pan-2-dimensional lifestyle. It mainly launches clothing and toy products based on Hanfu elements, JK uniforms and IP derivatives.
At present, the team has begun to lay out online in a light way, accumulate pan-quadratic users through offline stores, conduct deep binding, and gradually provide services such as product appointment, product explosion building and group purchase around products, and achieve consumption transformation by internal fission of fans.Founder Carrie said this round of financing will focus on channel expansion and supply chain expansion and other aspects.
Hanfu brand "More than 13" has completed the pre-A round financing of tens of millions of yuan
In October, Hanfu brand "More than 13" announced the completion of tens of millions of yuan pre-A round of financing, invested by well-known angel investor Wang Gang's JUE Capital.After this round of financing, More than 13 will continue to make efforts to promote the cultural communication of guofang and expand more guofang lifestyle related product chain.
According to data, the brand was founded in Hangzhou in 2016. Cardamom and CEO Yang Lu are two lovers of traditional culture born in 1993 and 1994. The brand has focused on content creation and supply chain construction for more than three years.The sales volume of Shisan reached nearly 30 million yuan on nov 11, 2019, and nearly 300 million yuan in the whole year.
Hanfu ancient clothing brand "Return to Hantang" completed the strategic investment financing
On September 10, Hanfu costume brand returned to Hantang to complete the strategic investment financing, the investors are Liu Ling, Jiang Yuanyuan, Li Pei, Wen Tou Chuangxing, Pofu Yuying, Ruiyu Xingjia.
It is understood that Re-hantang is a hanfu ancient clothing brand, mainly engaged in the design, production and sales of Hanfu, ancient clothing business, its own Han element Hua Xiaoxia brand, users can buy through the Internet and other channels.According to incomplete statistics, return to the field of E-commerce of Hantang this year a total of 44 financing.
What are they on?
Among the brands that have raised funds in recent months, what they all have in common is their focus on category segments.For example, MAIA ACTIVE Maya and Particle Fever are all focused on sportswear, while 12 Light Year, 13 +, And Return to Han Tang are focused on Hanfu or the 2-dimensional market, Bananain Banana is focused on non-sensory underwear, and Bosie is focused on gender-neutral clothing.
Behind the rise of sportswear and niche clothing are related to their category characteristics.Compared with Women's Clothing, its category width is small, and a single SKU is easy to lift;More focus on comfort and functionality, design iteration pressure is relatively small, can effectively extend the life of the style.Behind these features, the garment industry to solve the age-old problem: inventory and financial pressure.
Another common point is that they are targeting the new generation of consumers.These consumers place more emphasis on themselves, are eager to create their own unique style, and have a deeper understanding and ability to identify brands and products.They are more open and inclusive to local brands, and don't care whether they are local or imported, as long as they look good and good.
To take, sportswear, though, adidas, Nike, anta occupying China's consumer market leading position for a long time, but these big brands of tonality and culture has been formed, it is difficult to change easily, and the new generation of consumers to the requirement of sportswear, are no longer satisfied with functional, but emphasizes the combination of functional and fashion design.Particle Fever, for example, combines technological functionality with a sense of fashion and redefines the home-made label with a mix of production, design, concept and culture that appeals to a new generation of consumers.
These head sports brands are difficult to meet the consumer demand, for other emerging brands in sports clothing subdivision track to rise to provide a living space.
Minority garments such as Hanfu and JK uniforms are young, vertical and circular in general. Their consumers have strong identity and sense of belonging, which is stickier and easy to be purchased again.In addition, most Hanfu brands set production by sales, adopt the way of pre-sale and generate orders first, which is different from the distribution mode of traditional clothing and solves the problem of inventory.
conclusion
Although compared with other hot industries, the financing amount of clothing brands is not high, mostly around 100 million yuan, but we can still see that the clothing industry with a market size of 100 million yuan is showing a rebound in growth.
The rise of a group of early Chinese clothing brands is more dependent on the rapid growth of the market dividend period than on their own quality and design.Therefore, after the end of the dividend period, these brands are in the throes of transformation, some even can not bear the pressure and bankruptcy.
However, there will never be a shortage of brands growing against the trend. From a certain point of view, the industry's travails are a good thing. It encourages the brands that really want to do well and become stronger to sink down and think, find the right direction and target, and make the industry more high-quality.It can be predicted that with the further recovery of consumer market and the further maturity of domestic investment and financing environment after the epidemic, the apparel industry is expected to usher in a group of new unicorns.
