Nine Mu Wang Men'S Wear: Brand Advantage Drives High Growth

Joeone

China is the leader.

Enterprises, leading the market of men's trousers and jacket in China.

As of 2010,

The market share was ranked first in the country for eleven years in a row. The overall market share of the nine herding brand jacket Market ranked second in the country for three consecutive years.

The continuous expansion of the industry capacity and the brand trend of the industry have created an excellent growth atmosphere for the rapid growth of the company.

2009

The retail sales amounted to 377 billion 600 million yuan, which accounted for 39.2% of the total retail sales of apparel from 39.2% in 2004 to 47.6% in 2009. It is expected that in the next five years, the Chinese men's wear market will continue to grow faster than the whole market. The annual compound average growth rate of 2009-2013 is expected to be 16.3%, which is 2.3% higher than the annual composite average growth rate of 2009-2013 of the overall garment market, and the share of the overall garment market will increase to 51.8%.

Meanwhile,

In the process of rapid growth, there are two distinct characteristics. First, casual products have the trend of leading the development of men's clothing industry.

According to statistics, business casual men's retail sales have increased from 20 billion 800 million yuan in 2004 to 58 billion 100 million yuan in 2009, with an annual compound average growth rate of 22.8%, which is 6.3 percentage points higher than the annual compound growth rate of the whole men's casual wear market.

With the recognition of business casual men's clothing and the increase of business marketing efforts,

It will maintain its growth momentum.

It is estimated that the annual compound growth rate of business casual men's clothing will reach 17.5% from 2009 to 2013, which will increase the market share of men's casual wear from 32.2% in 2009 to 32.9% in 2013.

The two is our country.

Consolidation has intensified in recent years.

Through the sales statistics of key large retail enterprises in the country, the total market share of the top three brands increased from 9.5% in 2000 to 33.19% in 2009.

Moreover, the men's trousers Market is generally dominated by domestic brands. The main domestic brands include nine herd kings, tiger capital, red bean, YOUNGOR, and so on.

In the field of Chinese men's jacket clothing, the top ten brands in 2009 accounted for 19.59% of the market share, including seven wolves, nine shepherd kings, strong power, JACK&JONES, Goldlion and so on.

The company's brand advantages mainly come from two aspects, one is the best product quality.

The company adheres to the professional accumulation and closely follows the fashion trend of clothing. On the basis of constantly collecting and studying the data of consumers' body curves, it pays attention to details and designs different styles and models for different consumer groups, so that consumers can dress comfortably and win the good reputation of consumers with "professional and good quality" products.

The two is a sound sales strategy.

Since its inception, the company has closely focused on the positioning, core value and characteristics of the brand, and has continuously promoted the popularity, reputation and loyalty of the brand by various marketing activities.

At the same time, a large and mature marketing network, the clothing sales market of the nine Mu Wang brand, is mainly concentrated in the one or two tier cities in China. The sales terminals of the company have covered the key business areas of 31 provinces, autonomous regions and municipalities directly under the central government.

As of December 31, 2010, the number of direct and franchise terminals was 2710, of which 645 were direct terminals and 2065 were joined by terminals.

The comprehensive occupancy rate ranked first in the domestic trousers Market from 2000 to 2009 for ten consecutive years, and is the leader of China's men's trousers Market.

In 2009, the company's market share of men's trousers was about 12.59%, much higher than that of other competitors.

In 2008 ~2010, the company's operating income was 1 billion 230 million 114 thousand and 500 yuan, 1 billion 403 million 912 thousand and 600 yuan, 1 billion 674 million 810 thousand and 300 yuan; net profit was 197 million 331 thousand yuan, 257 million 987 thousand and 800 yuan and 360 million 500 thousand and 300 yuan.

The company's fund raising is expected to help the company continue its high growth trend in recent years.

Because fundraising funds are mainly invested in marketing network construction projects, supply chain system optimization and upgrading projects, information system upgrading projects, design R & D center construction projects, and other working capital related to main business.

The construction of marketing network terminal is an important form of brand image, and the construction of the project will increase the proportion of exclusive stores. The whole store will cover most of the one or two tier cities and three tier cities in some developed areas.

With the construction of the image store, the efficiency and sales performance will be greatly improved.

Therefore, the construction of fund-raising projects plays an important role in enhancing the company's brand image and enhancing the brand influence of the company.

Fundraising projects can also expand the company's capacity and drive the company's sales revenue to increase rapidly.

The capacity utilization ratio of the company is relatively high. In 2010, the utilization rate of male trousers was saturated and the demand for products was strong.

In addition, according to the characteristics of the garment industry, the company also needs to reserve 10-20% capacity annually for temporary replenishment, seasonal demand, unforeseen large orders or other emergencies.

Therefore, the related projects of raising funds are also expected to expand the company's capacity and push the company's sustained high growth.