Looking At The Changing Trend Of Garment Industry From 2012 Operation Situations Of 15 Garment Listed Companies

< p > strong > extensional expansion slowed down < /strong > < /p >

< p > the a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > and Semir costumes, with the largest revenue scale, all showed declining performance, and both operating income and net profit decreased year-on-year. This also reflected that the extension of the number of channels depended on the number of channels has been difficult to sustain, and the growth is facing a certain "ceiling".

How to improve the efficiency of single store shops, improve the stock structure, and how to improve the added value and overall benefit level of products will become an important topic for future development.

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< p > American bond apparel and Semir apparel are the two most popular casual wear brands in the industry. They have many similarities in both the channel predicament and the inventory problem.

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< p > 2012, influenced by the macro-economic environment, the demand for consumers declined, and the retail outlets and the wholesale channels of the United States were facing some pressure.

Operating income reached 9 billion 510 million yuan, down 4% from last year, operating profit of 894 million yuan, a decrease of 38% over last year, net profit of 850 million yuan, a decrease of 30% over last year.

Among them, the direct channel revenue grew by 8% compared with the same period last year, and the gross profit margin dropped by 3.67 percentage points, mainly due to the structural change in product sales.

As far as franchising channels are concerned, due to the influence of external economic environment, franchisee's confidence is not enough.

In the second half of the year, the United States and costumes began to increase the proportion of supplement in the season, and the futures subscription decreased.

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< p > Semir clothing is also affected by macroeconomic fluctuations and industry competition. Business pressure has increased and the income of casual wear has declined year by year.

In 2012, its operating income reached 7 billion 63 million yuan, down 8.98% from last year, operating profit of 989 million yuan, a decrease of 38.85% over last year, and net profit of 761 million yuan, down 37.81% from last year.

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Less than P, the main income of leisure apparel was 4 billion 880 million yuan, down 12.64% compared to the same period last year, mainly due to factors such as industry competition, rising channel cost and increasing inventory ratio, resulting in a decrease of 18% in franchise income. However, its children's brand balbala realized its main revenue of 2 billion 115 million yuan, up 3.02% over the same period last year, and its income declined by 4.12%, and its direct income increased by 63.26%.

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< p > from the number of newly opened stores in 2012, the channel construction of many mature brands such as the seven wolves and the nine herd kings has slowed down, and started to improve the terminal operation efficiency and enhance the terminal efficiency.

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In the analysis of 15 listed companies, YOUNGOR has the highest operating income, and its overall business income and net profit have declined, and more p is the bottleneck of diversification.

Brand < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > real estate development, investment business has become YOUNGOR's three carriages. Only from < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < < > business, YOUNGOR returned to main garment industry in 2012, realized business income of 4 billion 83 million yuan, realized net profit 818 million yuan, up 11.37% and 18.47% respectively over last year.

Among them, 4 emerging brands, MAYOR, GY, Hart Schaffner Marx and hemp family, have also achieved a steady development through the in-depth excavation of the market segments, and realized a total recovery of 234 million yuan.

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< p > < strong > enhancing endogenous growth power < /strong > < /p >

< p > pformation is appropriate, continuous strengthening of brand building, deepening of supply chain management, and optimization of channel construction enterprises are less affected by the big environment, showing the potential of connotative growth, keeping the synchronous growth of operating income and net profit, and achieving continuous improvement of net interest rate, such as seven wolves, good news birds, nine herding kings, and long Zi shares.

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< p > in the face of complex macroeconomic and industrial environment, the good news birds are calm in dealing with the situation, vigorously integrate superior resources and actively develop innovative models. Based on the cooperative operation pattern of the brand clusters, the high-grade plate (BALDASSARI, TOMBOLINI, SOLOSALI), middle and high grade plates (wedding birds, HAZZYS, flangton, Root), and the competitive layout of the brand of the high-end occupation plate (BONO) have been formed.

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In 2012, P reported a steady growth in its performance, and realized operating income of 2 billion 254 million yuan, an increase of 11.13% over the previous year, operating profit of 487 million yuan, an increase of 15.16% over the previous year, and a net profit of 478 million yuan, up 29.68% over the previous year.

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< p > 9 Mu Wang has formulated the 2012 year strategic guiding ideology of "brand first, commodity pull, and intensive farming", focusing on 3 aspects of brand communication, commodity management and retail operation, aiming at improving the growth ability of enterprises' endogenous growth.

In 2012, it achieved operating income of 2 billion 601 million yuan, total profit of 772 million yuan, and net profit of 668 million yuan, representing an increase of 15.20%, 28.35% and 29.07% respectively over the same period last year.

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< p > 2012, the main business income of the women's wear listed company represented by Langer was 1 billion 117 million yuan, an increase of 33.63% over the same period last year, and net profit of 231 million yuan, an increase of 10.85% over the same period last year.

By the end of 2012, there were 521 sales terminals in the group, including 292 self operated stores, 229 distribution shops, and the number of self operated stores for the first time exceeding the number of outlets. This is also a major move for the company to develop its own stores, improve the sales level of self operated stores and enhance the brand influence.

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"P >" Langer "shares the main high-end women's clothing market, adopting multi brand development strategy. At present, the core brands include its own brand" Langer "," Rhine "and" Marie ", and the exclusive brand authorized by China.

All brands complement each other in brand positioning, design style and target customers, so that they can occupy the market to a greater extent and disperse business risks.

In October 2012, the Group signed an agreement with Barbara of Republic of Korea, which authorized the company to exclusively sell its products in mainland China.

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< p > it is worth mentioning that YOUNGOR has 2719 retail outlets with 2268 retail outlets and exclusive outlets, accounting for 83%.

The construction of self operated outlets, especially large flagship stores, has played a positive role in enhancing brand image, speeding up market reaction, promoting product adjustment and optimizing franchising channels.

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< p > < strong > > "minority" company is on the contrary. < /strong > /p >

Less than P, the "niche" company with distinctive characteristics and accurate positioning has grown up against the trend, achieving high growth and high returns, and maintaining a high valuation level.

For example, the kno Road, a senior men's suit, the explorer who specializes in outdoor products, and the main attack on the three or four line market, "popular fashion", has become the top three business income growth and net profit growth.

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< p > under the policy of expanding domestic demand and improving people's livelihood, the pace of urbanization development is accelerating, the income of urban residents has increased rapidly, the Internet coverage rate has increased rapidly, and the trend of fashion apparel has been spread to towns and townships, so as to promote the development of fashion apparel consumption in depth.

The consumption consciousness of fashion brand clothing of urban residents has gradually increased, so the domestic three or four line garment market has grown rapidly and has broad room for development.

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< p > for this opportunity, the search of "popular fashion" as the brand positioning has taken the lead in the forefront. It has achieved sustained and rapid development and has established a leading competitive edge in the domestic three or four line market.

In 2012, the operating income reached 1 billion 612 million yuan, up 46.64% from the same period last year, and realized a total profit of 366 million yuan, an increase of 57.95% over the same period last year, and a net profit of 2.73 yuan, representing a 57.54% increase over the same period last year.

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< p > domestic outdoor products leader brand also maintained a good momentum of development, sales scale and number of channels continued to expand, operating performance increased considerably over the same period last year, operating income of 1 billion 106 million yuan, an increase of 46.68% over the same period last year, operating profit of 193 million yuan, an increase of 56.26% over the same period last year, net profit of 169 million yuan, an increase of 57.44% over the same period last year.

Meanwhile, Pathfinder can effectively promote the development strategy of multi brands, deepen the meticulous management of R & D, marketing, operation and supply chain, so as to further enhance its comprehensive competitiveness.

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< p > 2012, Pathfinder officially opened the strategic layout of multi brand operation, and initially built the core business of its own brand "Pathfinder" at the present stage, with the joint venture authorized outdoor leisure brand "Discovery Expedition" and the e-business outdoor brand "ACANU" (arkenno) as the multi brand business system of the strategic business at this stage.

The brand of the Pathfinder is facing the relatively professional outdoor sports market. Discovery Expedition focuses on the high-end outdoor leisure products market in China. The brand of arkeno focuses on the mainstream consumer groups of e-commerce outdoor products 22~28 years old.

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< p > the three major brands have complementary relations in brand positioning, design style, target customers and market segmentation. Based on the narrow and deep development of specific products, the product of the Pathfinder company can further cover the target consumer group, further enhance the market share, and promote the sustained and healthy growth of business performance through multi brand synergy and healthy development.

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The rapid development of card slave Road, which was successfully listed on the SME board in Shenzhen Stock Exchange (P) in February 28, 2012, has benefited from its adherence to the international high-end brand marketing concept, and is committed to promoting the promotion of terminal image and promoting the development goal of brand internationalization.

In 2012, the main business revenue of card slave road was 636 million yuan, an increase of 37.86% over the previous year, and net profit of 177 million yuan, an increase of 61.72% over the previous year.

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< p > by the end of 2012, the total number of stores in CAMDI road was 443, of which the number of outlets increased to 269 (including 17 international brand agencies, 22 airport stores, 7 Hong Kong and Macao stores), and the number of franchisees increased to 174.

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At the same time, P has established brand sales relationship with BALLY, Wan Xingwei (MUNSINGWEAR), Samsonite (Samsonite), Mei Brigade (American Tourister) and Ferragamo (Ferragamo).

Internationally renowned brands have a complete brand management, supply chain management system and terminal control mechanism. Through their cooperation, card NDI road has absorbed the international advanced brand management experience, has enhanced its own brand operation ability, and has participated in the international brand terminal maintenance, has obtained the newest information of the international brand terminal retail, has promoted the brand terminal image internationalization level.

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< p > < strong > flexible and effective inventory handling < /strong > < /p >

< p > 2012, the inventory problem of garment enterprises has attracted much media attention. This has both external factors and internal causes. Some enterprises have made active or passive expansion in order to achieve rapid growth in short-term performance, ignoring the management of endogenous growth capacity, resulting in unbalanced development.

However, many enterprises have made great efforts to optimize inventory and have been relieved to a certain extent.

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< p > "stock" once pushed the American Apparel to the tip of the storm.

In 2012, on the one hand, MaBang apparel improved the ordering mechanism, appropriately increased the proportion of Quarterly Supplement, strictly controlled the production scale of pre season new products, and ensured that the gross profit level of new products steadily increased.

On the other hand, we should continue to digest inventory through various channels, effectively reduce inventory size, optimize inventory structure and improve overall turnover efficiency.

At the same time, moderate control of wholesale and pick-up, encourage franchisees to digest channel inventory, guard against and reduce operational risks.

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< p > from a series of measures, it is easy to see that the United States and costumes are deeply thinking and adjusting around the stock.

American Apparel adopts a more robust business strategy, strictly controls the order and production scale of new products, actively obtains operating cash flow, and optimizes and adjusts the organizational structure, so that asset quality can be significantly improved.

By the end of 2012, the U.S. apparel inventory fell to 2 billion 6 million yuan, accounting for 28.63% of total assets, representing a 0.19% decrease compared with the previous year. Accounts receivable decreased by 60% compared with the previous year, operating net cash flow exceeded 2 billion 850 million yuan, and interest bearing liabilities decreased significantly.

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< p > to alleviate the inventory pressure of dealers, and promote the rationality of terminal commodity structure, the seven wolves increased the proportion of channel replacement, and carried out effective inventory promotion plan to assist channels to deal with inventory.

In addition to e-commerce, the seven wolves cooperate with thousands of department stores to conduct centralized inventory disposal. In 2012, the company and its agents cooperate with 7 cities in Xiamen and Fuzhou to launch 8 sale activities.

Meanwhile, during the reporting period, the company added 7 factory stores to concentrate on inventory processing.

By the end of 2012, the inventory of seven wolves was 566 million yuan, accounting for 10.21% of total assets, representing a decrease of 9.91% over the previous year.

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< p > by the end of 2012, the total amount of YOUNGOR's clothing business amounted to 1 billion 521 million yuan.

One of the characteristics of self development oriented channel development mode, which is different from other modes, lies in the number of warehousing and storage of outlets. However, from the analysis of the channel structure of 795 self owned stores and 2719 outlets, the company's inventory keeps a reasonable level.

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