跨界经营，大品牌的通吃计划
苏宁在进军图书，联想在进军现代农业，富士胶卷进军化妆业。
还没完——到范思哲去喝杯咖啡，去Prada的酒吧饮杯酒，约朋友在香奈儿的餐厅吃饭，交流一下试用富士集团新推出的艾诗缇（ASTALIFT）化妆品的心得，一起去帮朋友选购一个Zippo打火机的同时再试穿一件Zippo的男装……尽管初听起来让人惊诧，但这正是各大品牌当下正在热衷的事。
Crossover，中文翻译叫“跨界”。现在，它已经是各行业最热门的话题，包括服装业在内。
“外来的入侵者”正以前所未有的迅猛，从一个领域进入另一个领域。门缝正在裂开，边界正在打开，传统的广告业、运输业、零售业、酒店业、服务业等等，都可能被逐一击破。更便利、更关联、更全面的商业系统，正在逐一形成。世界开始先分后合，分的，是那些大佬的家业，合的，是新的商业模式。
“你不敢跨界，就有人跨过来打劫，各种横空而出的马云、马化腾会遍布各个领域”，这样的警示言论已经遍布网络。那么，在各大百货公司静静守着实体店的服装企业能做什么？生产，流通，还有销售渠道的成本，前所未有的巨大压力正在逼迫品牌商采取“跨进来”和“跨出去”的应对措施。
Suning is running into publication， Lenovo is triggering the modern agriculture， and Fuji film has ambitious goals for beauty industry.
It is not over. People may have chance to try a cup of coffee made by Versace， to drink wine in Prada’s bar， and to meet some friends at Chanel’s restaurant at dinner time. You can share some experience with your friends about ASTALIFT promoted by Fuji Group， and go and pick Zippo lighters， meanwhile find menswear in the Zippo’s store. Although all these news are striking， but now it is the moment when the brands are trying to do exactly.
Crossover has become the hottest topic in various industries， including the garment industry.
With an unprecedented speed， some so-called invaders are rushing from one area to another. The door is cracked， and the border is falling down. The definition of some industries has been broken such as traditional advertising， transportation， retail， hospitality， services and so on. The business system which is more convenient and more comprehensive has gradually formed. The business world stars to tear apart and combine together. Large companies are divided into small pieces. And the new business model appears.
"If you don’t dare to crossover， someone will cross to rob you！ One day， all the business will turn to Alibaba and Tencent." The warning remarks like that have been shown on every screen of computers. How about clothing enterprises？ Their counters just stay quietly inside the department stores. In fact， the unprecedented pressures from production， distribution， and sales channels costs are forcing brands to adopt new strategies such as crossover.
企业家变投资家，要吃“房地产和资本市场”
只要是资本雄厚的巨鳄类服装企业，多半已经一脚跨进了房地产或资本市场。
从2007年至今，雅戈尔在地产上的投入超过了200亿。外界人戏称：看雅戈尔的年报，首先认为它是一家投资公司，其次以为它是家地产商，最后才能发现，它是做服装的。李如成反驳说：雅戈尔是以草船借箭的方式，通过房地产和资本市场的盈利，来反哺服装。
“地产业务毛利率一般都会在30%～40%，”房地产业内人士向记者指出，目前积极向地产业进军的都是一些低毛利率的行业。而服装业的利润如衬衫，其毛利甚至远超过搞新能源的太阳能企业。以2011为例，雅戈尔衬衫的毛利率高达69.38%，西服和休闲服的毛利率也都在60%以上。但是，李如成的想法是，地产比做服装来钱快，比地产赚钱更快的是正红火的金融投资，投资一下子就能赚制造业30年的钱。
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