Textile And Garment Industry, Mode For Wang Brand Research

This article has two main characteristics: first, combining the history of the rise of brand names in Japan and the United States and the leading brands in the country, the paper argues that the essence of China's brand competition is the competition of models at the present stage; two, it puts forward the five stage theory of brand competition, comprehensively analyzes the areas and stages of clothing brands, and rationally estimates the value of investment.

According to this logic, 08 years of promising industries include brand clothing (shoes), accessories and brand home textile industry. The most recommended listed companies are: seven wolves, Dayang creation, China pencil and Weixing shares, while waiting for the listing of premium brand assets.

Fashion industry: mode is king.

Through the analysis of the international famous brand mode and the domestic leading brand mode, we believe that the essence of the domestic brand dispute is the competition of the pattern.

Combined with the characteristics of the five stage theory and the patterns of different fields of clothing, the two modes of China's middle and low class men's casual wear area (scale first, fine and differentiated followed) and the upscale men's formal dress field (to cultivate inner strength and wait for take-off) are put forward.

The seven wolves (first make the brand and then do the internal work) and the founder of Dayang (the first one to make the internal strength and then make the brand) is the investment variety we choose accordingly.

Accessories industry: a leader with brand effect and high growth.

We focus on the jewelry industry. At present, it is in the initial stage of brand competition, with a small number of brands and low concentration.

At this stage, scale expansion is the primary task, and the meticulous management of marketing network and supply chain is not the most important contradiction.

Lao Feng Xiang's strategy of improving the market share and expanding the network through wholesale is in line with the reality.

Excipient industry: one stop king and fast growing subdivision industry leading enterprises.

We prefer a one-stop business model, strongly recommend Weixing shares; zipper leader Xun Xing shares, the use of industry consolidation acquisition or joint factory expansion scale, to achieve rapid growth, we also suggest that attention.

Home textile industry: "home textiles without brand" breakthrough, leading brand opportunities.

At present, China's home textile industry is in the initial stage of competition. There is no leading brand and low brand concentration. This is an excellent opportunity for leading enterprises with certain brand advantages, and optimistic about brand home textile enterprises.

Textile printing and dyeing industry: the advanced profit model wins.

At the same time, we should pay close attention to energy saving and emission reduction, and increasingly stringent investment opportunities for environmental protection.

I. General Discussion

1, the uniqueness of this article.

1), combined with the history of the rise of us and Japanese brands, it is pointed out that the essence of China's brand competition is the competition of models at the present stage, and it is pointed out that the mass sector is the best breakthrough for brands.

Through the incisive elaboration of the international famous brand mode and the leading brand mode of the country, it profoundly reveals the reason that the mode is king: in every link of the industry chain, who can grasp the field that he is good at, and innovate his own mode, who can lead a brand.

2) innovatively put forward the five stage theory of brand competition, and systematically analyze the competitive stages of various sub sectors in the industry.

Through the comprehensive judgement of the pattern characteristics of different fields of clothing and the stages of brand positioning, the two modes suitable for China in the field of medium and low-grade men's casual wear and high-end men's formal wear are put forward.

3) put forward a complete industry analysis and valuation framework. Based on the previous strategic report, based on the three classifications of intermediate products, semi consumer goods and terminal consumer goods, combined with the stage theory, the logical framework of industry and company analysis and the "V valuation method" were perfected.

2, investment strategy

Brands at different stages are facing different opportunities for development. We recommend using stage theory to analyze brand competition in different fields, and make comprehensive judgments on the value of investment in industries and companies in the field of end consumer goods.

At the same time, different clothing areas have their own brand operation characteristics and patterns. By summing up the differences between men's casual wear and men's formal clothing in the middle and low grade and high-end areas, the brand investment value is comprehensively analyzed.

According to the above logic, we have 08 years of promising brand clothing (shoes), accessories and brand home textile industry. The most recommended listed companies are: seven wolves, Dayang creation, China pencil and Weixing stock.

At the same time, there will be some high-quality brand assets listed in the 08 years, such as Saturday shoes, Meng Jie and so on.

The table is as follows:

3, "V valuation method".

In the 07 year fourth quarter strategy report, based on the logical framework of our industry analysis, and based on the comparable valuation of smile curves and similar international companies, combined with the growth rate of domestic companies' performance, we put forward the "V valuation method".

Two. Fashion industry: mode is king.

1, historical reference: the rise of us and Japanese brands.

(1) domestic brand prosperity is closely related to economic strength.

Clothing industry is closely linked with historical culture and fashion traditions, and economic development is closely related to it.

From a historical macro point of view, from France and Italy to dominate the era of high fashion, by 1969, Gap opened up the mass leisure market in the United States, complying with the consumption demand brought by the global economic recovery after World War II. In 1996, Uniqlo quietly rose in Japan, which is an obvious interpretation of the economic resource pfer under the new economic conditions.

When a country's economic development is strong, the national consciousness begins to change, and it is biased towards consumption of domestic brands, and also provides support for the internationalization of the national clothing brand.

Through the analysis of clothing brands in the United States and Japan, we found that the rise of clothing brands in two countries was basically in 60 and 70s, which is closely related to the economic development of the two countries. The United States became the unmatched leader in the world economy by virtue of World War II. Japan experienced the economic recovery and rapid development after World War II, and the brands of both countries began to shine in this period.

(2) take the popular culture as the breakthrough point, the popular clothing instead of the high fashion.

In addition to the strong economy, what are the characteristics of the clothing industry in the US and Japan?

- we found a breakthrough in public clothing.

The first half of the twentieth Century was the era of high fashion development and prosperity.

In 1920s, the modern form of Western women's clothing was truly established, and it also ushered in the first prosperity of Paris high fashion in twentieth Century.

By 50s, the most brilliant era of western high fashion has become an eternal classic, making the development of high fashion industry reach an epoch-making peak.

Social changes brought new lifestyles and changed people's dressing concept. In 1960s, with the rise of popular culture, the era of high fashion dominating the world ended.

Using popular culture as a breakthrough point, the rising stars, such as the United States and Japan, which had no position in the clothing industry began to rise.

Popular culture, also known as popular and popular culture, refers to a contemporary life state, a form of activity acceptable to the general public and able to participate in consumption.

Judging from the popular mode of popular culture, he has the characteristics of bottom-up.

This fashion mode has a great impact on high fashion, subverting the traditional design concept, designers constantly draw inspiration from street fashion, and popular fashion rooted in the civilian class has more and more strong appeal.

With the evolution of wealth structure and the rise of the new middle class, the demand that the public once detained has become a huge driving force.

The United States took advantage of this opportunity to industrialised large-scale production of garments, breaking the pattern of high fashion dominating the whole world.

The United States has a unique interpretation of fashion with its simple structure and casual design, and launches the fashion oriented garment design based on casual clothes, which is aimed at the populace, making the United States another major force in the industrial clothing kingdom.

It gave birth to a major brand GAP in the United States.

It is especially noteworthy that Tokyo fashion industry, which is similar to China's history and culture, began to rise in a large scale in 1973. The fashion style with Oriental national charm has been favored by the west, which is related to the rise of Japanese designers in the realm of high fashion.

Mori Yinghui, Lssey Miyake, KENZO, Wakubo Tose and Yamamoto Teruji have all become the brands in the high fashion industry.

The popular popular brand UNIQLO, which has been developing since then, is even more important.

It can be said that the clothing history of the western half of the twentieth Century is a history of popular clothing culture, and also a life history of fashion and fashion.

In twenty-first Century, mass culture will continue to show their charm on the stage of fashion.

(3) the mode of mass culture is king.

Who is the boss of today's clothing industry? Who should our teacher be?

Thinking from GAP and UNIQLO to ZARA and H&M.

These classic luxury brands such as Dior, Gucci and Armani have been highly sought after in the Chinese clothing industry. Their history, culture and dynamics have attracted people's attention. Every show has attracted much attention, and many operators have taken them as the objects of their own brands.

However, looking around the famous brands in the world's clothing industry, we find that the world's biggest clothing players are ZARA in Spain, H&M in Sweden, GAP in the US, C&A in Germany, etc. their popular fashion, fast fashion concept, and the positioning of mainstream crowd (middle class) are faster, nearer and cheaper.

The classic luxury brand, positioning fashion in classics, eternity and luxury, is dedicated to serving the modern aristocracy. Their consumer groups are narrowed and restricted to specific groups.

Moreover, most foreign luxury brands have a history of more than 100 years. Their classics and luxury are formed by the precipitation of history.

It is still too early to make such a brand based on China's current background, while the popular clothing brand is very suitable for China's current situation.

The rise of famous international popular brands is based on the path of mode innovation. The era of mass culture is king. Such experience is very worthy of our reference. In the following table, we have enumerated the main points of these world-famous popular brands.

ZARA and H&M are the hottest brands after GAP and UNIQLO. They are all representatives of parity fashion. At present, ZARA's global turnover is as high as 7 billion euros, H&M90 billion euros, and GAP for 15 billion 900 million dollars a year.

(4) how much value is brand clothing?

In the investment market of A shares, the garment and textile sector has been in the low attention status, which is related to the stage of China's clothing brand and the lack of outstanding brand investment targets. However, the investment value of international clothing brands, especially in the rising stage of brands, is very large.

As shown below, GAP's share price has increased by about 11 times in 5 years, and UNIQLO's share price has increased by about 60 times in 3 years.

At present, in China, the promotion of consumption upgrading to the garment and textile industry has been more clearly demonstrated, and many domestic brands have been booming, with rapid expansion of outlets and rapid growth in sales and profits.

We believe that with the development of clothing brand in China, more and more brand clothing with high investment value will appear. With the continuous listing of high-quality assets, the whole industry will have greater investment opportunities.

2, China's brand clothing investment value will become increasingly apparent.

(1) growing economy is the foundation of domestic brand prosperity.

From Europe 200 years ago to the United States more than 100 years ago to Japan in the last 50 years, the Chinese market has been the focus of global business and the battleground of brand players for the next 50 years.

Economic resources, like other ecological resources, are constantly being consumed and pferred. "Rising or falling" is also the norm for global economic development.

Where is the next sun rising?

China's huge market potential and amazing speed of development make it possible for the world to focus its attention on the East.

In twenty-first Century, the acceleration of global integration has brought the clothing brands of various countries into a previously unknown ecological world.