Analysis Of 2009 Annual Reports Of Some Apparel Listed Companies

In 2009, garment enterprises accelerated their pformation according to their actual situation: brand strategy is being made up of a single brand.

In 2009, Smith Barney invested heavily in the channel construction of ME&CITY brand.

In recent years, the 2009 annual reports of "seven wolves", "YOUNGOR", "Mei Bang dress", "good bird", "Lining" and "Pathfinder" and other garment related listed companies have been released one after another. Most of the listed companies' business income, operating profit and net profit have increased in varying degrees, showing a trend of market warming.

At the same time, from the 2009 annual report, we can see that garment enterprises are accelerating their pformation according to their actual conditions.

For example, the brand strategy is changing from single brand to multi brand; the development strategy is changing from the extension of "horse race enclosure" to the connotative growth of intensive cultivation in the past few years, and the business policy is shifting from "throttling" to "open source".

Accelerate the implementation of multiple brands

With the intensification of market competition, the multi brand operation of strong brands has become a trend. In the field of clothing, there are also many powerful large enterprises actively promoting multi brand strategy.

According to the annual report of Limited by Share Ltd of the YOUNGOR group in 2009, the main business income in 2009 was 12 billion 115 million 340 thousand and 700 yuan, an increase of 14.57% over the same period last year, operating profit of 4 billion 139 million 721 thousand and 700 yuan, an increase of 88.75% over the same period last year, and net profit of 3 billion 263 million 921 thousand and 100 yuan, an increase of 106.18% over the same period last year.

Among them,

During the reporting period, YOUNGOR invested 1 billion 400 million yuan in its wholly owned subsidiary YOUNGOR apparel Holdings Limited.

After the increase, the apparel holding company acquired shares of the 22 enterprises involved in clothing production and marketing, and further strengthened the process reengineering and optimization of brand operation.

At the same time, YOUNGOR subdivides the product market according to the characteristics of the consumer group, establishes a multi brand development strategy, further develops MAYOR&YOUNGOR, GY, Hart Schaffner Marx and YOUNGOR CEO brand on the basis of the original leading brand YOUNGOR, sets up the corresponding brand studio for different concepts and internal culverts, and sets up the brand of Shanghai HMA family jewelry Co., Ltd. to operate HANP (hemp family) brand.

Through the practice of multi brand operation, YOUNGOR is pforming from a production and marketing enterprise to a brand enterprise whose core is brand.

It is worth noting that in recent years, in the face of shrinking world consumption and intensifying competition in the domestic market, YOUNGOR has not only strengthened its brand clothing business, but also has made good profits in real estate development and equity investment, which has further increased the overall competitiveness of the group, and has brought new thinking to other garment enterprises.

In 2009, Zhejiang news bird clothing Limited by Share Ltd also achieved rapid growth. According to the annual report, the annual operating income reached 1 billion 91 million 850 thousand and 500 yuan, an increase of 16.41% over the previous year, operating profit of 211 million 365 thousand and 500 yuan, an increase of 26.44% over the previous year, and a net profit of 184 million 984 thousand yuan, an increase of 50.51% over last year.

The company's news bird brand grew steadily, reaching 665 outlets, and the San Jie Luo brand's rapid layout reached 83; the total sales area of the company was 102 thousand square meters.

The products are subdivided into classic series, business series, leisure series, leather goods series, and a series of R & D and sales system.

Its subsidiary Shanghai Bao bird Clothing Co., Ltd. achieved operating income of 323 million 889 thousand and 700 yuan, down 21.49% from the same period last year, and realized a net profit of 23 million 79 thousand and 400 yuan. This is mainly due to the fall in the professional clothing group buying business under the influence of the financial crisis, and the garment export processing business plummeted.

Fujian seven wolf industrial Limited by Share Ltd in 2009 further stabilized and expanded its red label, green label, blue label (SWJEANS), children's wear (SWKIDS), women's wear (SWLADIES) and Saint worth (SEPEWOLVES) six major product lines.

Among the six major products, the green label is 87.24%, the blue mark is 6.54%, and the blue label series is developing rapidly.

Channel expansion and perfection in parallel

According to the 2009 annual report of Fujian seven wolf industrial Limited by Share Ltd, in 2009, it achieved operating income of 1 billion 987 million 218 thousand and 600 yuan, total profit of 259 million 376 thousand and 900 yuan, and net profit of 203 million 904 thousand yuan, an increase of 20.24%, 28.10% and 33.27% respectively over the previous year.

The important reason for the continuous improvement of the performance of the seven wolves is that it has promoted the integration of sales channels in two aspects: the optimization of distributors' management and the steady expansion of direct outlets.

For the sake of detailed management, the company has six large areas, which are responsible for the management and control of the local area and the expansion of the direct operation system. Meanwhile, a customer representative is set up to enhance the service and information pmission to agents.

Considering the special business environment in 2009, the company chose to work with distributors to provide more relaxed market policies and corresponding credit line support for dealers, so as to facilitate their digestion and inventory and steady development.

At the same time, in 2009, the seven wolves increased the three sales subsidiaries in Wuhan, Xi'an and Shenzhen, expanded the direct camp system, increased the Shang Ying direct company in Xiamen, and gradually set up a separate mode of direct business accounting.

As of December 31, 2009, seven wolves had 3249 terminal outlets, 480 more than in 2008.

There were 220 direct and joint terminals, 122 net increase compared with 2008, and 3029 agent terminals, an increase of 358 net compared with 2008.

Shanghai Metersbonwe apparel Limited by Share Ltd in the first three quarters of 2009 in the overall business situation is not ideal, in the fourth quarter, timely adjustment of the management strategy and strategy, adopted a series of measures, including the adjustment of product markup rate to let the market, let the franchisee open orders to restore franchisee confidence, increase sales promotion efforts to consolidate the market, strengthen product cost analysis and detailed control of costs, and so on, to ensure the steady growth of revenue and profit throughout the year.

According to the 2009 annual report, the operating income in 2009 was 5 billion 217 million 518 thousand and 100 yuan, the total profit was 632 million 824 thousand and 400 yuan, and the net profit was 604 million 228 thousand and 500 yuan, an increase of 16.63%, -24.77% and 2.84% respectively over the previous year.

2009 is the first year of separate operation of Meters/bonwe brand and ME&CITY brand.

For the Meters/bonwe brand, the pition from extensive development to meticulous management began.

This year, Meters/bonwe single brand achieved sales revenue of about 4 billion 800 million yuan. On the brand building, Meters/bonwe borrowed Transformers movie to enhance brand reputation and achieved a new breakthrough in brand marketing.

For the ME&CITY brand, it invested heavily in brand marketing and channel construction in 2009. As of the end of the year, there were more than 80 stores and counters, which achieved sales income of 350 million yuan, but for the overall sales, ME&CITY brand output had not yet reached the expected results.

As of December 31, 2009, the company had 2863 stores, of which the number of Direct stores increased from 412 at the end of last year to 523, and 2340 stores were joined, with an average growth in average single store area.

In terms of channel construction, according to the different product positioning and target consumers of five brands, YOUNGOR set up a new Ningbo YOUNGOR Han Chinese Creative Design Co., Ltd. in 2009, establishing the overall style of stores, and further strengthening the construction of large flagship stores in provincial capitals and key cities.

YOUNGOR rented to Shanghai the Bund No.1, plans to build a global image flagship store covering 5000 square meters, focusing on five brands.

During the reporting period, YOUNGOR opened 71 new self owned stores, 177 new shopping malls, 61 new franchisees, closed 195 lots of poor and poor performance outlets, and 114 outlets with a net increase. The sales flat increased from 14 thousand and 100 yuan per square meter in 2008 to 14 thousand and 600 yuan / square meter.

Reasonable planning to find new additions

The results belong to the past and we will start again. The major clothing companies have already put more eyes on the future.

So, what challenges do they face in the coming period? What are the specific countermeasures?

The 2009 annual report of the seven wolves shows that "the slow integration of channels or the internal control management can not maintain the lead, which may lead to a decline in market share" is the main challenge for the company in the future.

In this regard, in the channel construction, in 2010, the company plans to improve the service and management system of distributors in the large area, steadily promote the upgrading and integration of distribution system channels, accelerate the construction of direct operation system, and initially build a standardized management system of direct battalion system, so as to facilitate effective follow-up and promotion.

With the trend of macroeconomic trend improving, it is possible to continue the growth mode based on throttle, which may damage the long-term competitiveness of enterprises.

In order to achieve the business goal of growth based on the brand image enhancement, in 2010, the newspaper bird will set up the growth mode of "open source, and throttle as a supplement" under the background of the financial crisis.

At the same time, the company will take the first class market as the main image, the two level market as the main performance, the first level market opening more, the two or three level market opening big shop, the big shop strong, the small shop specialized, strengthening the superiority, grasping the tendency market strategy.

In 2010, the company also planned to test women's clothing business and develop into the store.

For the United States, the multi brand strategy of the company is still in its infancy, and the operational experience of both the decision-making team and the business team is relatively lacking, and the planning is obviously insufficient.

In this regard, in strengthening the construction of the two brands, the United States signed a strategic cooperation agreement with the DreamWorks Animation Studios, Shanghai art film studio and Japanese Sanrio Co. The Meters/bonwe brand launched the MTEE series, which is defined as the most creative series. It is a platform for displaying animation, fashion events, environmental protection, illustrations and other themes in the series of costumes, making it the first brand of printed apparel in China.

The series expects to launch nearly 10000 products in the next few years, becoming another bright spot for Meters/bonwe brand.

At the same time, we plan to further expand the children's wear series, and choose the right time to set up an independent ME&CITY Kids to create a new profit growth point for the brand.