Where Is The Road For Ethnic Women'S Wear Brands?

In April 20th, the China Securities Regulatory Commission issued a working meeting of the audit committee, the excellent Chinese women's clothing enterprise -- Shandong.

It is a result that every attempt to enter the capital market is a result that needs to be envisaged beforehand. Once the application has not been passed, it will only be six months before the application can be made again, which will have an impact on the overall development strategy of the enterprise.

With the vision of "becoming the first local women's clothing company in China", carrying the new hope of the Chinese clothing industry, Shu Lang finally failed to do anything and missed the capital market.

For this reason, it is not just thousands of employees and "sighs".

Did not pass because of the development speed too fast?

In addition to sighing, the reason why people will not be over is the focus of attention recently.

Some people believe that 20 days before the meeting, there were grapevine news that he was in arrears of employees' insurance and provident fund, which affected the meeting. But with the news conference on the 22 day, the personnel and Labor Bureau of the development zone of Yantai Municipality clarified the truth, it was understood that it was just a few tricks that some media had made for the negative news of the upcoming enterprises.

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The problem may be due to some risk factors disclosed in the prospectus, such as 72.78% of the assets and liabilities ratio and the low turnover ratio. Compared with the two men's clothing companies listed at the end of last year and the beginning of this year, the assets and liabilities ratio of Hinur before listing was 47.85%, and the asset liability ratio of Busen shares was 52.98% before the listing. Although there was a certain gap between them, it was worth noting that Shu Lang was mainly based on the self operated mode, while the two men's clothing enterprises mainly attached to the franchise mode, and the different operating modes of the enterprises led to differences in asset liability ratio and liquidity ratio.

If we analyze another group of data from Shu Lang, the high asset liability ratio and low liquidity ratio may be related to the development of "frog jumping" in recent years. From 2008 to 2010, Shandong's net profit of Shu Lang was 11 million 750 thousand, 26 million 150 thousand and 50 million 240 thousand respectively.

In the past two years, the growth rate reached 123% and 92%. In 2010, the gross profit margin of Shu Lang was 68.23%, beating the Kaiser shares of the A share apparel industry, the gross margin of the gross profit margin has reached 48.81%.

These information shows that even though the company is far ahead of the listed Chinese clothing companies, what is the reason for the high debt ratio?

The following data may be able to illustrate the situation: from 2008 to 2010, the number of shops in Shandong was 183, 279 and 492 respectively, the growth rate in 2009 was 52%, and the growth rate in 2010 was as high as 76%.

As there are 492 outlets in the shop, and only 59 in the franchisee, the opening of each direct shop will take up a large amount of capital, resulting in a high debt ratio.

Gao Yingli is highly indebted. The only explanation is that enterprises need to use funds for rapid expansion. A company that has gone through ten years will soon become old if it does not expand rapidly. This is also the strategic reason why Shu Lang will push the ten brands this year. A sentence in the prospectus also expresses the determination that he will continue the rapid expansion route: "after the successful listing, more than 180 million yuan of the raised funds will continue to be used in the marketing network construction project."

Some enterprises in order to look good at the listing data and ignore the future development strategy of enterprises, it is obvious that Shu Lang did not adopt such a practice. The idea of doing solid business and creating a century brand enterprise is clearly visible. Perhaps, the listing of Shu Lang is blocked only temporarily.

How big is the competitiveness of "Shu long model"?

From the virtual marketing of Smith Barney and Semir to the dry free dry cleaning of the men's clothing, each successful listed garment enterprise has won the favor of the China Securities Regulatory Commission on its own unique mode of operation. As a sudden rise of women's clothing and its amazing speed of development, what's the characteristic of the women's clothing enterprise?

Sulang was born in the northern coastal city of Yantai in 1999. Since the beginning of the brand, she adhered to the line of "independent innovation, national brand and professional women's wear". Under this direction, she followed and practiced the "six plus one" mode, that is, in addition to processing and manufacturing, it also includes 6 links, including product design, raw material procurement, warehousing and logistics, order processing, wholesale operation and terminal retail. The essential meaning is to enhance the competitiveness of enterprises, enhance the efficiency of enterprises, strengthen the control and control power, the leading power of the market and the dominant power of development among enterprises.

In the whole industry chain, he has upgraded all six aspects of "six plus one" in order to keep the most profitable link through this chain economy.

For example, in the product design process, he has not only a high-quality R & D team composed of graduates from famous art schools in China, but also works with foreign high-level design companies or design studios. The design concept and taste are in line with the latest international trend.

Such high-end design capabilities make Shu Lang get consumers' favor when he enters the market.

In the procurement of raw materials, the purchase of high-grade domestic fabrics is mostly in the south. Due to the late start of the company, the fabric supply problem has become a "bottleneck" for the development of enterprises.

Shu Lang has the courage to play the advantage of backwardness, directly negotiate with international fabric suppliers, purchase high-grade fabrics from Europe, Japan and Korea, and rely on efficient international logistics and pportation, even more convenient than the original purchase in the south.

Shu Lang's "six plus one" mode has attracted the attention and praise from many experts and scholars inside and outside the industry. Wu Jinglian, the chief economist of China's economic circles, and Jiang Hengjie, the consultant of China Fashion Association, went to investigate and investigate the company. At the just concluded nineteenth China International clothing and accessories fair, Vice Premier Zhang Dejiang of the State Council gave a full affirmation and high praise to Shu Lang when he visited the booth. He also placed his hopes on him, hoping that he could lead the Shandong women's clothing up the steps.

Xu Kunyuan, vice president of China Textile Industry Association, praised Wu Jianmin's innovative measures to create 10 brands in a short time. He also encouraged Shu Lang to continue to take the "6+1" industry chain control.

Driven by this model, he has won recognition from various awards and institutions. Only in the past year has he won the "ten biggest selling ladies' brands in China market" and "the ten major meritorious service enterprises of the Shandong apparel industry" in 11th Five-Year. The awards of "brand contribution award, affecting China's outstanding brand award (2010)" and so on, were ranked among the top 100 Chinese clothing companies in the China Apparel Association's development. In 2008, before and after the financial crisis raging in 2008, she was still ranked the top of the average profit rate of all the enterprises in the country, and the first record in 2007.

It is not only a large scale foreign trade processing enterprise, nor a virtual marketing enterprise with fast turnover of funds, but an independent innovation enterprise that controls all aspects of the industrial chain. At the same time, Shu Lang, in response to the call of the state "12th Five-Year" to encourage its own brand innovation, has increased the design and research capabilities, and has persisted in adopting the terminal network mode with direct battalion. The starting point is that we must adapt to the market demand if we want to increase our research and development efforts. If we use agents and affiliate ways to lay the terminal end, the market information of the reaction will not be as accurate and rapid as the direct way, and the quality of service can not be guaranteed and effectively supervised. Therefore, this direct way of management will have an unparalleled advantage from management, service to feedback design. And many have been successfully listed.

As of the time of press release, Shu Lang has covered more than 600 shops in 29 provinces and municipalities in China, accounting for 90% of the total number of direct businesses. Under such a large number of stores, the company has maintained a very high proportion of direct sales, which is also amazing in the entire Chinese garment enterprises. This has made Shu Lang a competitive advantage in brand recognition and rapid response.

Where is the way of Chinese women's wear?

The final conclusion can be obtained from the China Securities Regulatory Commission? How far is the way for the successful listing of Chinese local women's clothing enterprises? The answer to these questions is not known, but the failure of Shu Lang will lead us to think about the future of Chinese women's clothing.

At present, the outstanding features of China's women's clothing industry are: the market is fragmented, the international brand layout China, the competition is more and more intense, the design power of women's clothing enterprises is relatively weak, and the majority of regional brands are.

If we analyze the market structure in a global perspective, we can see that European and American brand ladies are firmly occupying the leading position of the industry with their brand influence and market scale. Korean women's clothing, especially the recent Korean dress, stands out among young people and has gradually guided the fashion trend of young people all over the world. Besides high-end luxury brands LV and CUCCI, H&M, ZARA and C&A have also poured into the Chinese market and are in the leading position, which makes the competition of women's clothing market more intense.

We have noticed that all the brands in the international market and the Chinese market are all direct outlets, but no agent expansion has been adopted. Even if the Hongkong women's clothing enterprise has already been successfully listed, Baotai and leisure brand, Muse and bang Wei, the expert of the nine pants, the king of nine Shepherd, will also invest a large amount of funds raised by the listed companies in the expansion of self run shops. Such enterprises as Mei bang and Semir choose to set up several storey high store models in the gold corner, thus gradually changing the current situation of more agents and less self employment.

This phenomenon shows at least that the main goal of successful brand selection and continuous pursuit is the form of self run stores. Perhaps Shu Lang and more local brands like the similar development mode of Shu Lan need time to wait for the recognition of the domestic capital market.

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Women's clothing has the characteristics of novel design, high technology content, strong fashion, small batch, short cycle and fast change. It can be said that design is the soul of women's clothing.

Compared with the fact that the local women's clothing brand design strength is weak, it is an indisputable fact that the national planning in 12th Five-Year encourages independent brand innovation, which requires strengthening the design and research and development force. But as the other end of the "smile curve", if the market is not well grasped, the design and research is impossible. Therefore, we must control the commodity industry chain from the market, design, accessories, and production to the market, then we can truly solve the problem of "not matching the market, accessories and accessories, not keeping up with the design and development, and the market segmentation and positioning is not accurate". And international brands

With the rapid rise of Hangzhou women's wear and Shenzhen women's clothing in the past two years, the "dress up north" has become a typical phenomenon in the Chinese women's wear brand market. But overall, the regional characteristics of Chinese women's wear are still outstanding, the number of Chinese women's clothing brands has a very high growth rate, but the regional brand of women's clothing brands is strong. The market share of women's clothing brands with a higher market share nationwide is lower than that of men's brands and their brands are unstable.

Northern enterprises have fewer brands in the South than in the south, and the North women's clothing brands such as Shu Lang have been so successful that they can cover 29 provinces and cities with such a wide range of enterprises. They should be encouraged and supported. ZARA, H&M and UNIQLO women's clothing can be spread all over the country.

If this "river crossing river strategy" model is not recognized, then whether Chinese women's clothing should continue to take the regional road? Even across the river across Jiangdu, how can our Chinese women's clothes cross the sea? The road to internationalization is also far from being expected.