The Demand For High-End Men'S Clothing Is Strong; &Nbsp; Card Slave Road Preemptive Machine.

In early November of last year, the Limited by Share Ltd of Guangzhou's nun Di Road clothing (002656, hereinafter referred to as "card slave road") successfully broke through the customs, which is not easy in 2011, which is not a very ideal clothing enterprise IPO.

This has long focused on business travel and fashion. senior Menswear brand has always been guided by the leading fashion culture and design concept. It has become one of the most influential commercial fashion brands in China, and "brand terminal retail ranks among the top men's clothing brands in China". Disclosed in its prospectus, the card Nu Di road intends to raise 380 million yuan, which is mainly used for marketing network construction projects and information system technology transformation projects, with a total investment of 344 million yuan and 35 million yuan respectively.

According to the analysis of the industry, the card slave road has formed a certain influence in China. This time, the main funds raised will be used in marketing network construction, and then continue to consolidate the existing high-end men's clothing brand advantage.

High end men's wear market is vast.

With the sustained and rapid development of the domestic economy, the disposable income of residents continues to increase, and the urban middle class population is increasing rapidly. Disposable income and the increase of middle class population have promoted the change of personal consumption preference, and have a higher pursuit of the quality of consumer goods. The market scale of high-end consumer goods, including advanced clothing, will increase significantly. For apparel industry, consumers are more inclined to choose high quality, high brand awareness and fashion dress.

It is precisely because of the good prospects of the Chinese market that many international high-end brand retailers have already laid the domestic market. The international first-line brands are catching up and disseminating the changing international trend through their strong brand building and promotion capabilities, product design capabilities, channel building capabilities, marketing capabilities and supply chain management capabilities, and penetrating and expanding the prospects. China The market has already set up outlets in the core cities of major cities in China.

According to the industry research report of "China's high-end men's wear market" issued by Euromonitor, a survey of 15 brand operators, 8 relevant industry associations and 3 industry observers, the brand name of men's clothing with the average retail price of the shirt is higher than that of 1500 yuan, which is defined as the senior men's wear, based on the average retail price of 1500 yuan of shirts in the series of products.

And the card slave road is positioned in the senior men's clothing market.

Obvious advantages in the industry

As we all know, men's clothing is a brand oriented market, especially in the senior men's clothing market, consumers have a high degree of awareness and loyalty to well-known brands.

"If we want to make further development, we need to invest a lot of manpower and material resources in product quality, R & D design, marketing network and brand culture," said the head of card slave road.

It is our country's policy support to the garment industry and the advantage of the apparel industry chain that we continue to increase our investment strength.

In June 2006, China's textile industry "11th Five-Year" development plan promulgated in February 2009, the "textile industry and equipment manufacturing industry adjustment and revitalization plan" issued in February 2009, and the guiding opinions on speeding up the development of independent brand building of garment home textiles issued in September 2009 clearly put forward that we should cultivate internationally influential independent well-known brands and provide strong policy support to independent brand clothing enterprises.

At the same time, with abundant supply of raw materials, high quality of labor and good infrastructure, China has become the manufacturing center of the world and the processing base of world-famous clothing brands. A large number of enterprises have high degree of specialization, management level and high strain capacity. For many international top brand clothing enterprises, the Chinese textile and garment industry has significant industrial chain advantages.

Nevertheless, the card slave road also has a clear understanding of its environment.

The head of card slave road said frankly, the competition of the senior men's wear brand is very fierce now. "On the one hand, the overseas brands are stepping up the pace of opening up the domestic market, and the international brands have obvious advantages in product design, brand awareness, professional personnel and sales channel operation. On the other hand, the domestic high-end brands are also constantly upgrading the channel size and brand operation, and the industry's competition is escalating."

"We still have a bottleneck that needs to be overcome as soon as possible, that is, the industry. Whole The input to the information management system is relatively insufficient, and the corresponding information management software is also lacking in the market. Enterprises need to develop more or more with their own strength to develop information management system suitable for their own business needs, "the official said." therefore, we will produce 35 million yuan for the transformation of information system technology in this IPO. "

High margin drives high growth

According to the analysis of the industry, it is the high growth rate of gross profit that it has allowed the card slave road to break through successfully in recent years.

From the perspective of all products, the gross profit margin of the card slave road from 2009 to 2011 reached 57.96%, 62.61% and 62.98% respectively, much higher than the average level of 50.76% of the industry.

Another important data, single store sales, is also a fast growth picture of the card Nu Di road. In 2011, the sales revenue of the single store was 1 million 650 thousand yuan and 1 million 238 thousand and 400 yuan in 2009. According to the prospectus, the average income of the industry was 903 thousand and 100 yuan. Industry experts pointed out that this figure should be annual statistics, considering that the company has new stores every year, and some shops actually do not operate all year round, so the figure is even higher.

According to the insiders, there is a certain correlation between the retail market of senior men's clothing and the national economy. As the domestic economy has maintained rapid development and will continue to grow rapidly in the anticipated future, the overall profit level of the domestic senior men's wear market will continue to grow. In addition, the domestic high-end men's brand retailers are still in the growth stage of brand operation, and their overall profit margin level is on the rise, and is gradually approaching the international brand profit margin level.

In addition, according to Euromonitor's research report, in 2009, the total retail sales of senior men's clothing market was about 58 billion 910 million yuan, and the annual compound growth rate reached 26.1% in 2003 ~2009. It is estimated that the market size of domestic men's clothing will reach 146 billion 408 million yuan in 2014, and the average annual compound growth rate will be 19.6% in 2010 ~2014. At the same time, the proportion of senior men's clothing sales in the men's clothing market will gradually increase, from 7.8% in 2003 to 11.4% in 2009, and it is expected to increase to 13.7% in 2009.

The aforementioned insiders believe that under the background of this rapid growth, as a famous high-end men's clothing brand, card NDI road can make greater progress by virtue of its inherent advantages.