Card Slave Road Listing Aroused Guangzhou Men's Clothing Involved In Capital Change

A IPO, a well-known domestic brand with limited popularity in Guangzhou, has successfully entered the A share market. At the same time, it attracted the eyes of the domestic capital and analytical circles to the Guangzhou men's clothing group.

For Guangzhou men's wear plate, for many years, it is far behind that of Zhejiang men's positive dress plate and Fujian business casual men's wear plate.

First, the Changxin International (Dili men's wear) landed at the Hong Kong stock exchange, and then the card slave road was successfully IPO. It is also understood that a number of men's clothing enterprises in Guangzhou have been in frequent contact with the securities dealers' institutions and capital forces in recent two years.

So what is the "group" of Guangzhou men's clothing hidden behind the card road? One after another, the successful landing of the capital market will lead to a change in the Guangzhou men's wear sector. From a broader perspective, in the overall pattern of Chinese men's wear, after the first two rounds of listing of Zhejiang men's wear plate and Fujian men's wear plate, is the new wave of listing coming to Guangzhou's men's wear section?

Moderate and low-key high-end "group phase"

In Guangzhou, there are a large number of men's clothing enterprises like those of Carlo Nudy road. They highlight the following distinctive characteristics: first, they have an English name and they all emit a strong "foreign flavor". Second, its brand publicity is relatively low-key, but it has a higher share in the high-end department stores, and its performance is generally good.

Generally have an English "foreign" name.

Different from the Fujian plate, the seven wolves and nine herding kings, the Zhejiang plate, and so on, are the very localized Chinese brand names with the words "wolf", "bird" and "King". The names of a group of men's clothing brands in Guangzhou are first written in English alphabet. Even transliteration, they all have relatively strong "foreign flavour". Whether it has been involved in the capital market, such as Kaltendin, BOSSSUNWEN, JESDANI, and so on, Danny, the card road and di Lai, or Xingyi industry.

Because of this intuitive reason, they are somewhat secretive in the department store's image and identity. They appear to be "Oceans" but are actually "middle".

Moreover, their "foreign flavor" is not groundless.

Benefiting from the early industrial accumulation advantage of the garment brand processing in Hong Kong and Macao, and because of the geographical advantages of Hongkong, which is an international fashion metropolis, the Guangzhou men's wear has been more closely followed by the international trend in the design and other aspects. The design sense is generally strong, and in terms of brand management, brand marketing, image promotion and so on, they all refer to the international brand standards. So, indeed, apart from their names, they all highlight a more international flavor of "ocean".

"Low-key" propaganda, stationed in "high-end" department stores

Generally speaking, Guangzhou men's clothing brand publicity is relatively low-key, but in the high-end high-end department stores channel share is higher, and the performance is generally good, this is its second distinctive characteristics.

A lot of media and analysts have questioned that the brand of card Nu Di road has not been heard before. In fact, this low profile in publicity is a common feature of Guangzhou men's clothing.

For a group of business casual men's clothing brands in Fujian, they are mostly popular and high-end positioning. They frequently advertise in the CCTV channels and local TV stations. The exposure rate is very high. Therefore, a group of Fujian brands such as the seven wolves, the Lun Lang and the nine herd Wang have a very high reputation in the whole country.

At the early stage of brand development, they attacked the two or three tier cities. With the strength of the brand, the first tier cities are gradually expanding to enhance their image. From the characteristics of its shops, shopping malls and floor shop shops, the proportion of shop floor shops are often higher. Moreover, even if they enter the department stores, they are mainly stationed in the middle and upper grade department stores in the two or three tier cities. In recent years, they have gradually entered the mainstream department stores in the first tier cities, and in line with the department store, they have begun to build a direct living Hall in some key strategic cities (some even reach 1000 square meters).

However, this group of men's clothing brands in Guangzhou are not.

For many years, they are generally positioned in high-end business men's clothing. They pursue the principle of "moderate" and low-key, so as to maintain their high-end brand image. So they are rarely seen in the CCTV advertising campaign. Their brand promotion and publicity tend to be more targeted and narrower. They usually choose to read and read promotional materials in line with their high-end readers. Popularization and popularization are not what they want and pursue, so their popularity is relatively limited in the public sphere.

From the point of view of channel, they mainly attack first tier cities and key provincial capitals from the beginning of brand building, and also set up direct stores based on all kinds of high-end and high-end department stores, so as to match the brand positioning and characteristics of the "foreign flavor" that they embody. In recent years, when the brand image was gradually established and had fairly good market performance, it gradually began to expand franchised stores and moderately expand to second tier city department stores.

From the point of view of sales performance, to a certain extent, this group of Guangzhou men's clothing is caught by many Chinese consumers who are not very rational at present. They are somewhat "advocating" and advocating "international brand" consumption psychology. In addition, these brands are highly regarded as "foreign flavor" and their relatively high product retail prices. Some of them are more powerful but not strong enough to always buy Armani, Zegna and other international brands. They usually buy their accounts, so they generally have good sales performance in 100 stores. Especially in recent years, when the upgrading and upgrading of the domestic consumer market speed up, and generally began to emphasize the pursuit of consumption grade, the market expansion of these brands also began to show acceleration.

For example, Karl Denton (Kaltendin) is one of the leading commercial brands in the country. Data show that it now has more than 400 chain stores across the country, and BOSSSUNWEN currently has more than 300 men's wear counters in the key shopping malls and second tier city core shopping malls in the country's first tier cities, more than 300 leather goods counters and 100 shoe counters, while the sales network of jazz Danny (JESDANI) has covered seventy or eighty large and medium-sized cities nationwide. These brands are also listed as main competitors by card road.

In fact, the card Nu Di road was waiting for the SFC to start the audit process. Its prospectus quoted the authenticity of the sales performance of the national benchmark store from Beijing Seth, Nanjing Golden Eagle and Ningbo Yintai.

But in fact, regardless of its sales ranking in famous shopping malls, there is no difference between the sales ranking and the actual performance of the brand. What needs to be explained is that in the Chinese men's clothing industry, a group of Guangzhou men's clothing represented by the card slave road really highlights some distinctive and different characteristics which are different from those of Fujian men's wear and Zhejiang men's clothing brand. However, the character of card slave Road, which is mainly located in high-end department stores and has good sales performance, is consistent with the overall characteristics highlighted by Guangzhou men's clothing.

Therefore, if we understand these deeper contents, we can better understand all the characteristics of the card road that has already passed. In fact, it is only a miniature of Guangzhou's "foreign" men's clothing brand.

Guangzhou men's clothing "tide" new round of capital market

Following the Zhejiang men's dress plate and Fujian business casual men's wear plate, the Guangzhou men's wear sector's pursuit of capital has gradually begun in the past two years. In this round of men's clothing enterprises "listing tide", Guangzhou men's wear will become the main force. Guangzhou's men's wear plate will be accelerated by the capital induced big change. Moreover, a new round of competition between Zhejiang plate, Fujian plate and Guangzhou plate will be opened.

Zhejiang and Fujian men's "tide" the first two rounds

In the entire garment industry, men's clothing enterprises are the first group to develop and mature. Among the garment industry, the earliest clothing enterprises listed in the capital market and the longest listed time are men's clothing enterprises.

In view of the development of industry, the listing of Chinese men's clothing enterprises has gone through several stages.

The first stage is represented by men's clothing enterprises in Zhejiang, and it also opens up the curtain of domestic clothing enterprises. This group of enterprises went public early, at the end of the last century 90s, representing enterprises for Shanshan (listed in 1996) and YOUNGOR (listed in 1998). After entering 2000, the news bird of the plate joined the ranks of Listed Companies in 2007.

The second stage is represented by men's wear enterprises in Fujian. The time has lasted since 2004, and the company represented seven wolves (listed in 2004) and Li Lang (listed in 2009).

The industrial development history of men's wear plates in Zhejiang and Fujian has repeatedly proved that with the involvement of every round of capital strength, great changes have taken place in the local men's clothing industry.

In the same year, with the listing of YOUNGOR and Shanshan, their position and influence in the national garment industry rapidly formed, and the gap with other local enterprises rapidly widened. Over the next decade, Shanshan has bought and merged many times with capital advantage, forming the "multi brand" camp today. YOUNGOR has also made great efforts to build an integrated industrial chain with capital strength, and has implemented the takeover and annexation, thus forming the leading position today. In the past few years, post marketing birds have shown good growth in channel development and brand culture construction, and are widely praised by investors and brokerages.

2011 semi annual report shows that the first half of the YOUNGOR brand clothing sector achieved operating income of 2 billion 966 million 400 thousand yuan, net profit of 404 million 200 thousand yuan, net profit after deducting non recurring gains and losses of 393 million 400 thousand yuan, an increase of 3.67%, 23.88% and 37.94%, respectively. Among them, domestic sales revenue was 1 billion 895 million 300 thousand yuan, an increase of 26.43% over the same period, and gross margin reached 65.21%. In the first half of the year, the news birds achieved 732 million 600 thousand yuan in business revenue, up 56.52% over the same period last year, and realized operating profit of 109 million 700 thousand yuan, up 72.56% compared to the same period last year, and realized net profit of 92 million 651 thousand and 258 yuan, up 65.02% over the same period last year.

It can be found that the advantages of these listed companies are obvious whether they are from the scale of enterprises or from the level of profitability.

In stark contrast, the other men's clothing enterprises that started in the same period in Zhejiang started to grow weaker these years. The gap between them and the leading enterprises was getting bigger and bigger. Some of them had even abandoned their own brand building, and the main force was used to replace them.

Looking at the Fujian business casual men's wear section, the time of the listing of the seven wolves was 5 years earlier than that of llon, which made it grow rapidly since then. No matter in terms of multi brand building, brand culture building or channel expansion, the seven wolves have become the "disputed" leader of the plate.

For the famous enterprises such as Li Lang, Qipai and Jin Ba, the gap between them before the listing is not so obvious. However, with the listing of the company in 2009, the situation immediately became apparent.

In the first half of the year, the seven wolves achieved a revenue of 1 billion 194 million yuan, an increase of 22.64% over the same period last year, a net profit of 174 million 890 thousand yuan, an increase of 41.29% compared with the same period last year, of which the main business income of clothing was 1 billion 86 million 200 thousand yuan, and the main business profit margin was 41.99%, an increase of 17.94% over the previous year. In the first half of the year, its revenue was 1 billion 32 million yuan, an increase of 31.2% compared with the same period last year, with gross margin of 36.4% and net profit of 228 million yuan, up 63.1% from the same period last year.

For this change, even Hong Zhaoyi, deputy general manager of Qipai, was very impressed. In October, he interviewed publicly in the financial media "entrepreneur" magazine. He said publicly: "our two companies (seven cards and strong drivers) are not listed. This is the sorrow of our Hongs family."

Guangzhou men's clothing enterprises speed up competition for capital market

The new stage of listing tide is the turn of the men's wear in Guangzhou.

In November 2010, Guangzhou men's clothing enterprise Changxin international landing port exchange, at that time frozen 135 billion Hong Kong dollars, oversubscribed more than 1230 times, became the 2010 year of the Hong Kong stock market "super buying king", and thus opened the Guangzhou men's wear plate "tide" capital market prelude.

Statistics show that Changxin international owns and manages two brands, which are positioned in the high-end "Dile (V.E.DELURE)" men's clothing and the men's clothing located in the middle end leisure TESTANTIN.

This time, the card slave road also IPO passes through successfully. It is also understood that a number of men's clothing enterprises in Guangzhou have been in frequent contact with securities firms and capital forces in the past two years. They are actively seeking guidance for listing and making preparations for pre marketing.

In the interview, according to rough calculations by the Institute of international finance and securities of blue, in the next 5 years, there will be no less than 10 Guangdong men's wear brands ready to enter the capital market. "In the future, the bright spot of the textile and garment sector in the capital market is bound to be Guangzhou and Shenzhen." Li Kailuo, President of Guangdong fashion industry economics research institute and President of the Blue International Investment Consulting Co., Ltd., made a positive prediction.

Obviously, with Dile and Carlo nundi road listed one after another, as the rest of Guangzhou's powerful men's clothing brand enterprises also accelerate the pace of entering the capital market, Guangzhou's men's wear section has been scramble for capital for a long time, and the industry change caused by capital strength is accelerating. In the new round of men's clothing enterprises listed tide, Guangzhou men's wear will become the main force.

Moreover, from a deeper level, the transformation of the domestic high-end men's clothing market represented by Guangzhou men's clothing is also accelerating because of capital. In the overall layout of the domestic men's wear plate, the new round of competition between Zhejiang plate, Fujian plate and Guangzhou plate is also being opened. The good play is coming.