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Hinur Brand Menswear: Investment "Smile Curve" Ends

2010/9/17 10:50:00 68

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Long acquainted with domestic consumers

Sino

Men's clothing is about to enter the capital market. Unlike many manufacturing enterprises raising capital projects mainly to expand their production scale, Hinur will put all the funds raised from the capital market into the two ends of the "smile curve" -- sales and R & D, commercial channels and business innovation, and then add branding to its brand reputation.

As we all know, sales and R & D occupy.

manufacturing industry

The two most profitable businesses.

However, due to the difficulty in quantifying the profits brought by the projects invested by R & D and sales, many companies have chosen to raise funds for extended listing.

In fact, it is absurd.

For enterprises directly facing the end consumers in China, the most important thing for enterprises is to strengthen brand building, especially in sales and R & D.

Hinur was very conscious of the pace of moving towards capital market according to the needs of industry competition and self development.

Sino

Comprehensive competitiveness

Prominent, according to the China Apparel Association and the China Textile Industry Association statistical center announced in 2008-2009 China's clothing industry competitiveness in the top 10, the male clothing is ranked fourth.

In the 2008-2009 China's textile and garment enterprises' competitiveness in the top 500 of the China Textile Industry Association, he was ranked eighth in men's clothing.

The sales revenue of the company's leading product suits ranked second in the same industry last year.

Over the years, the brand has accumulated 3 Chinese well-known trademarks, 3 famous brand products, 4 national inspection free products and 1 export exemption products.

In 2009, the company achieved operating income of 850 million yuan and a net profit of 111 million yuan.

In 2010, 1-6 yuan achieved operating income of 396 million yuan, net profit 47 million 739 thousand yuan, operating income and net profit in the first half of this year increased by 32.31% and 39.35% respectively.

The company is currently in a state of complete competition, with various brands in the market.

In 2007, most of the foreign first-line brands have entered the Chinese market, and the two or three line commercial brands abroad have taken advantage of the large private brand store mode to seize the domestic market.

At present, the brand competition of men's clothing at home and abroad is mainly based on commercial channels and business innovation.

In terms of commercial channels, internationally renowned men's clothing brands have gained the upper hand in the first-line market. For example, GiorgioArmani has world influence and has strong competitiveness in the high-end market. However, since 2007, foreign brands such as ZARA, H&M and M&S have begun to enter the domestic two or three line market and increase the overall competition for domestic market channels.

And most of these strong brands are mainly self operated stores, supplemented by franchised stores.

Hinur currently has 18 Direct stores and 569 franchise stores.

Because of this, Hinur has chosen the construction of marketing network and information technology and design R & D center.

Among them, there will be 46 new outlets in terms of channels.

The company said: direct store has an important role, in addition to its high gross margins and business benefits, it can increase the company's ability to control the marketing channel. It can well reflect the company's intentions in the store image and brand management. At the same time, it can give the franchisee a good demonstration and set up a certain number of Direct stores, so that the company can more directly face the final consumers, better understand the needs of consumers, and develop high-quality products that meet the needs of consumers.