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The Choice Of Company'S Clothing Brand Development Strategy

2011/6/24 15:13:00 99

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YOUNGOR's sale of new Malaysia clothing shares was questioned.

In the capital market, YOUNGOR has made new moves recently.

The company announced on the 21 th of this month that YOUNGOR group will pfer all the shares of the new Malaysia clothing company.

This has attracted many investors' doubts. For this reason, Li Rucheng, chairman of YOUNGOR group, said in an interview yesterday that this is an important step for the company to accelerate the development strategy of clothing brand.

New horse clothing has been well known in the industry.

In 2008, YOUNGOR completed the purchase of the international men's clothing company Xin Ma group with a net asset price of 120 million US dollars. It was the largest overseas merger and acquisition case of the domestic textile and garment industry at that time.

According to the data, the new Malaysia clothing business includes the OEM business of more than 20 brands, including the world-famous brand "POLO".

however

Youngor

After buying new Malaysia clothing, the subsidiary suffered losses in successive years.

It is understood that just past 2010, new horse clothing net loss of 20 million 710 thousand yuan.

But from the beginning of this year, the garment enterprise began to turn a profit, and made a profit of 13 million 760 thousand yuan from 1 to May this year.

Recently, YOUNGOR securities related personnel said that the new Malaysia clothing OEM business, which made small profit contribution and low gross profit rate, was better for YOUNGOR to concentrate its resources and energy on the brand clothing industry. YOUNGOR has improved brand clothing in recent years by promoting brand strategy, improving and strengthening channel construction, logistics construction, adjusting product mix and enriching product lines.

Gross profit margin

。

In 2010, the gross profit margin of YOUNGOR's domestic apparel reached 63%, which was comparable to that of many international first-line brands. The current profit of YOUNGOR's clothing sector mainly came from the contribution of brand clothing, and the profit of new Malaysia business was less than 2%, and the business did not have sustainable profitability and development space.

Therefore, the sale is conducive to the realization of the strategic goal of "brand pformation from production management to brand operation".

Li Rucheng, chairman of YOUNGOR group, said yesterday that YOUNGOR is considering technology upgrading from a higher level.

Intensive type

Turn to the art and creative enterprises, and turn YOUNGOR from a garment factory into a "creative and creative world of culture and art".

In view of this, we accelerated the brand development strategy of clothing. Its MAYOR, YOUNGOR, GY, hemp, CEO and Hart Schaffner Marx six brands further deepened and deepened, and completed the re distribution of sales channels.

YOUNGOR will gradually reduce the OEM export share with low gross margins and more resources. The brand clothing assets of the company will be further optimized, and the marginal benefits of clothing will be further highlighted.

Li Rucheng is full of confidence in the future development.