China'S Brand Clothing 100 Billion Dream Is Not A Dream

Today, the national brands such as Lining, Muse, bond and Anta are already on the same scale starting point as GAP in 1986. After 18 years, that is, in 2028, they can have a family that can grow 18 times in 18 years and become the 100 billion giant of Chinese clothing brand.

　　 Annual sales volume More than 100 billion RMB!

What is the concept of annual sales exceeding RMB 100 billion yuan for Chinese brand clothing enterprises?

Take YOUNGOR as an example, the garment enterprise, which has been ranked the top five of the top 100 of China's textile and garment industry for many years, has a total income of only 10 billion 780 million yuan in 2008. It has a gap of 90 billion yuan from 100 billion. Moreover, in the total income of 10 billion 780 million yuan, YOUNGOR has only 7 billion 150 million yuan from textile and clothing, the rest from real estate business; and 7 billion 150 million yuan. Textile and clothing Business income, only 2 billion 170 million yuan from "YOUNGOR" brand clothing in the domestic retail sales, the rest come from POLO, JCPENNY and other international brand export processing business.

In this regard, YOUNGOR's own brand clothing retail business, but just crossed the threshold of 2 billion yuan.

Other domestic Clothing brand If Lining has already crossed 6 billion yuan, Anta has touched 5 billion yuan, and mus and JEANSWEST have entered the 4 billion yuan camp.

All these enterprises are far away from billions and far away from 100 billion.

But there is no doubt that one day, China will have a clothing brand with annual sales of more than 100 billion yuan. Stones from other hills can be used to attack jade. We take Lining's sales of 6 billion 700 million yuan in 2008 as the starting point of the 100 billion target of Chinese fashion brand camps. With reference to GAP's development process since 1986, we can see a clothing retail brand from the threshold of 5 billion yuan to the throne of hundreds of millions of people.

GAP: old myth

In 1986, GAP's sales revenue was only 850 million dollars; in 2004, GAP sales revenue amounted to $16 billion 300 million. With today's exchange rate, GAP in 1986, sales revenue of about 6 billion yuan and down, by 2004, has been equivalent to about 110000000000 yuan.

From 1986 to 2004, GAP grew at an average annual rate of 17.9% in 18 consecutive years, with sales revenue rising from $850 million to $16 billion 300 million.

In this picture, we give the change curve of sales revenue, profit, business area and efficiency of GAP from 1986 to 2008.

This curve can be divided into three stages.

The first stage is the connotative growth stage. From 1986 to 1992, GAP sales revenue increased by 244%, business area grew by 93%, profits increased by 200%, and flat effect increased by 96%. Revenue growth is faster than business area growth, profit growth is faster than flat growth rate II.

In the second stage: epitaxial growth stage. From 1992 to 2001, GAP sales revenue increased by 366%, while business area grew by 457%. Revenue growth started slower than business area growth. During this period, the flat effect dropped from $5264 per square metre to $4241, a decrease of 19%.

The third stage: contraction stage. From 2002 to 2008, GAP sales revenue increased by 5%, and business area grew by 9%. Revenue growth is slower than business area growth.

During the same period, Sweden's H&M sales revenue increased from 53 billion 300 million Swedish kronor to 104 billion kronor, an increase of 95%; Spain's Inditex sales revenue increased from 4 billion euros to 10 billion 400 million euros, an increase of 160%! This shows that GAP not only grows slower than the business area, but also grows rapidly behind its competitors.