Men's Clothing Into A New Bright Spot In Textile And Clothing Sector

In the past two months, A shares have continued downward, weaving. clothing The plate is better than the market and becomes a safe haven for capital. Many brokerages also mentioned this in their own research reports, especially men's clothing industry, they even dropped more "ink and wash".

However, in the face of this seemingly blue sea, men's clothing practitioners are relatively cautious. She Xujin, chairman of the German menswear brand BB China operation port Hong Xin Xing group, thinks that unlike commercial clothes, fashion casual men's wear needs more styles. How to find a balance point on the style scale is very important. A little carelessness will lead to the breakup of capital chain due to the excessive burning of money and eliminated by the market.

Men's clothing industry is hot by brokerages.

Recently, Huatai Securities issued a research report for the textile and garment sector, showing: the first half of the year industry The overall business performance showed a rapid growth trend, especially in the medium term overall performance of the brand enterprises. Among them, the average growth rate of brand home textile income and net profit reached 49% and 67%. respectively, while the research report said that from the 1-9 month performance notice and the annual order meeting, good performance is still sustainable. Therefore, the annual growth of quality brand enterprises is relatively clear.

Apart from the fact that the textile and garment industry itself is "higher than the first line" than other consumer goods, brokerage firms generally focus on men's clothing, especially in casual fashion men's clothing. China Merchants Securities Research Report believes that the growth of fashion and leisure industry is more obvious than business casual and formal clothing. On the other hand, the new generation market monitoring organization research shows that China's men's wear is growing well in the next 3-5 years. Due to the change of mainstream consumer groups, the trend of consumption will be replaced by fashion and casual business wear (growth rate of 54%), and gradually replace business dress (38%). The former will become the most fashionable clothing category.

"We are more optimistic about the development prospects of brand men's clothing." CITIC Securities Research Report said that China's brand clothing consumption is in a high growth cycle, and the competition pattern of men's clothing industry is relatively stable. The mainstream brand has obvious advantages, and the concentration degree is expected to further improve. Men's clothing company's channel expansion is more stable than that of casual wear companies, but because of its high brand loyalty and low price sensitivity, the menswear company has formed a very high profit level. According to its statistics, the valuation of the brand clothing sector is 35 times the price earnings ratio, and the men's clothing industry is 26 times, and the valuation has advantages. China Merchants Securities believes that in the next 1-2 years, the growth rate of fashion and leisure industry is more obvious than that of business casual and formal clothing, and the medium and long term space is also more obvious. wide 。

Men's electricity supplier PPG "collapse"

However, if the market is vast, it will not necessarily be as beautiful as the environment. "Men's clothing market has begun to take 80's as the main body. They have gradually become the backbone of urban consumption. They are generally highly educated, have distinct personality and have certain aesthetic ability." Lin Jingxin, a researcher at the Public Relations Research Institute of Zhongshan University, thinks that because of the above characteristics, they require the brand to be "fast fashion". But it is difficult for enterprises, especially for fashionable leisure brands that just started, there are not many retail terminals, and the products can not reach a certain quantity. Most upstream suppliers are unwilling to cooperate.

She Xujin, who has more than 20 years of experience in retail operation of clothing and accessories, is deeply aware of this. Although fashion men's clothing is a fragmented market, there is also a market barrier which is hard to cross. The first step is to integrate the commodity chain. From product development to supply chain integration, it is a great challenge. "

In 2006, She Xujin began to operate the treasure. brand His practice is to persist in integrating international design resources for product research and development. First, we must bet on the fashion itself, stand firm and introduce the venture capital, and then gradually expand the investment. In contrast, Xu Xin's new brand entering the men's clothing industry is more inclined to advertise heavily, trying to stimulate the rapid promotion of the channel. Among them, men's clothing brand PPG is a typical example. When the capital flow can not support endless promotion, the product itself is hard to support the brand, and finally, it will be "broken down".

Looking for business balance

In addition, the retail terminal rents continue to rise. How to package the brand to attract more 80% male customers under limited resources has become an important topic. Throughout the field of fashion men's clothing, the early entry industry is basically starting from the "burn money" - first set up a few larger outlets, tree image, and then expand to join, see who can stand the first pass. If venture capital can be introduced into the process, the process of burning money can be lengthened, but if there is no investor "asking for money", it will soon lose money.

A person in charge of the marketing department of a famous shopping mall in Guangzhou, who did not want to be named, told reporters in Nandu that the price of "Street shop" has been far too high. Therefore, more and more brands are moving to the shopping mall channel, which directly leads to the market. Market The rent is soaring. "Now that some stores even start signing for half a year, the entry fee and the minimum premium are also getting higher and higher."

"Instead of being in a dilemma, it's better to change the angle." She Xujin's approach is to introduce the concept of 4S, and build a concept living shop with sales, experience, personality service and fashion salon as a whole, breaking the single function of merchandise sales, and packing the shops more like the male fashion consumer community.

In fact, apart from bin Bao, a domestic fashion casual menswear brand including CABBEEN and G X G is also adjusting its strategy, seeking balance in products, word-of-mouth, scale and capital.

data

Achievements of textile and garment sector

In the 1-7 month of this year, the total textile and clothing enterprises above the limit retail The amount of 427 billion yuan, an increase of 24.2%. over the same period, of which the total retail sales of textile and apparel in July amounted to 54 billion 200 million yuan, up 24.1% over the same period last year, down 0.5 percentage points from June, but still higher than 6.9 percentage points of total retail sales.