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The Seven Wolves Men'S Clothing Is Clear About The Brand Idea Of "Character Men'S Clothing".

2013/6/2 22:05:00 207

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Seven Wolves Men'S Wear Seven Wolves Men'S Wear

seven wolves 2012 annual report shows that during the period, the company achieved operating income of 3 billion 476 million 991 thousand and 100 yuan, an increase of 19.05% over the same period, and realized a total profit of 753 million 29 thousand and 900 yuan, an increase of 54.24% over the same period last year. Net profit was 561 million 116 thousand yuan, an increase of 36.09% over the same period last year, and the gross profit margin increased 4.28% to 45.48% over the same period.

During the period of , the seven wolves insisted on the strategic pformation of "wholesale" to "retail" enterprises, and increased channel support. Through the classification and adjustment of the channels, it allowed them to upgrade their products and brands so as to ensure the stability and effectiveness of the channels.

In addition, in the face of a weak consumer environment, e-commerce business plays an important role in the company's de stocking.

During the period, the electricity supplier achieved sales revenue of about 180 million yuan, an increase of more than 70% over the same period.

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black mark income accounted for over 50% gross profit promoted

During the period of , the sales of black label products increased rapidly, and the income accounted for more than 50%. In autumn and winter in 2011, it accounted for 30%.

Black label products accounted for the continuous increase in the company's gross profit margin increased by 4.28% to 45.48%.

under the current seven wolves, there are many series and brands of fashionable black label, classic red label, leisure green label, Saint worth, SWJEANS, SWKIDS and accessories.

In 2012, the company realized its main business income of 3 billion 312 million 50 thousand and 300 yuan, up 24.90% over the same period last year, mainly due to the steady sales policy in previous years. The order growth rate will be higher. During the period, the company's orders will be well executed. The main business cost will be 1 billion 769 million 489 thousand and 400 yuan, up 17.04% over the same period.

sub products, jacket category revenue 519991510.73 yuan, an increase of 29.95%, gross margin 45.03%, up 1.68%.

Western clothing category revenue 167400418.92 yuan, an increase of 29.36%, gross margin 50.77%, an increase of 4.23% over the same period.

Shirt category revenue 342821071.77 yuan, an increase of 121.83%, gross margin 48.97%, up 3.53% last year (see table).

According to the P series, since 2011, the company has made good use of the high value-added Black Label Series instead of the green label series.

China Merchants Securities pointed out that the company mainly promoted the gross margin level by upgrading the product structure. The continuous increase of the high value added Black Label ratio led to a steady increase in the sales volume of the company. (2012 < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > sales increased by 6.18%), and promoted the main revenue growth by 24.90%.

During the period of , the cost during the period was 682 million 976 thousand and 500 yuan, an increase of 9.24% over the same period, and the net cash flow of operating activities was 438 million 171 thousand yuan, up 73.70% from the same period last year.

the latest quarterly report shows that the company's revenue growth slowed down in the first quarter, achieving a revenue of 950 million yuan.

Affected by weak terminal demand and declining profits of franchisees, the company's single quarter revenue growth dropped to its lowest level since 2009, an increase of only 0.46% over the same period last year.

Net profit attributable to shareholders of listed companies was 185 million yuan, an increase of about 7.17% compared with the same period last year, with a gross margin of 46.59%, slightly higher than that at the end of 2012.

Orient Securities pointed out that the company's operation mode based on joining order will lead to a relatively lagging response to the retail terminal.

At present, the domestic retail terminal is still in the doldrums, and the decline in the profitability of franchisees will lead to greater pressure on the company in 2013.

It is estimated that the order will drop by double digits in 2013 in the two quarter.

define the brand concept of "character men's clothing" .

During the period of , the company made clear the product positioning of "men's clothing", strengthened product planning, optimized the R & D mode and planning process, and worked with 3M, DuPont, Mei cotton and other international first-line fabric suppliers to enhance the quality and style of products and enhance the marketability of products.

2012, seven wolves adhere to the "retail" strategic pformation of enterprises.

During the period, the brand operation ability of the company is becoming more mature and perfect. Brand promotion and marketing methods are adopted in many angles and all directions.

The company continues an effective brand promotion strategy, builds brand reputation on the basis of ensuring brand awareness, and carries out brand operation through public relations activities, cultural cooperation, celebrity endorsement, event marketing, terminal display and TV play implantation.

Huayi Brothers' strategic cooperation opened up the first step in the cross border brand cooperation of the clothing industry. Li Chen and William Feng joined the company's fame hall to become the new product spokesmen of the company, took the brand-new image and product advertisements, made the senior men's clothing for the Chinese director association in April, opened the first Chinese men's wear Museum in June, put the advertisements on the 16 mainstream airports in November and put up the image advertisements in the main airports of the country; in December, they held the first "Chinese character personalities 2012 awards ceremony" with the help of "bazaar men", and gathered to perform hundreds of elites in the arts, fashion, cultural, sports and art circles, displaying many personalities such as Zhang Jike, Li Yapeng, Fan Bingbing and Ma Wei Du. March 2012, the company and

"P" overall promotion makes "men more than one side, character consistent" concept has been widely recognized by the audience, the brand of seven wolves is further highlighted, and also provides favorable support for sales, providing support and paving for the upgrading of channels and products.

During the period of , the company deepened the planning and construction of commodities, enhanced the proportion of independent development, strengthened the construction of strategic suppliers, enhanced the competitiveness of terminal products, continued to strengthen the development and promotion of black label products with high market acclaim, and the sales of black label products grew rapidly.

the supply chain is especially important because most of the seven wolves are purchased from outside garments.

After years of running in, the company has formed a long-term and stable strategic cooperative relationship with a number of highly efficient suppliers.

The efficient and stable supplier team provides a strong guarantee for its operation.

In addition, the company also collaborate with the professional third party logistics enterprises, not only to achieve a fast and accurate logistics response, but also to save logistics and warehousing costs.

CICC pointed out that in 2012, the company's brand marketing strategy was sublimated, emphasizing the emphasis on character and adjusting the product structure upwards in the brand concept.

In the way of marketing, it reduced the proportion of TV advertising, and paid more attention to public relations activities, cultural cooperation and terminal display. Cooperation with Huayi strengthened brand awareness and influence.

Among all Fujian men's men's clothing, the advertisement of the seven wolves does not emphasize the category, but emphasizes the brand culture. It shows that the sales of all kinds of products are balanced and the comprehensive strength is stronger.

electricity supplier income increased by 70% to 180 million

During the period of , the scale of e-commerce continued to expand, and the sales revenue reached about 180 million yuan, an increase of over 70% over the same period.

The company has set up a controllable distribution system, constantly increasing the attempt of the electricity supplier, utilizing the high-quality brand resources to carry out the joint activities of different categories, enhancing the brand exposure and influence. At the same time, the company is trying to try the O2O mode, and take it as an attempt to develop the electricity supplier.

seven wolves are another business of Min faction business men's clothing. At present, it has set up a flagship store in Taobao, Jingdong, Tencent, Cuba and shop No. 1.

In addition to its direct business, it also has a large number of network dealer teams. They distribute in most channels of the whole network marketing, cooperate with the official flagship stores, and form an electric business "wolf pack".

seven wolves electric providers are mainly dealing with inventory products.

In order to ease the inventory pressure of dealers, and promote the rational structure of terminal goods, the company increased the proportion of channel replacement, and launched effective inventory promotion plan to assist channels to deal with inventory.

In addition to the electricity supplier, in 2012, the company and its agents also worked with thousands of department stores to carry out 8 special sales activities in 7 cities such as Xiamen and Fuzhou, and 7 new factory stores to concentrate on inventory.

Under a variety of de stocking measures, by the end of 2012, the company's stock size was 566 million yuan, down 11.84% from the same period last year, of which 6 million 474 thousand and 700 of apparel stocks were, down 0.05% from the same period last year.

seven wolves decided to develop the electricity supplier in 2008, but in the past 3 years, about two sellers on Taobao have sold their products.

They brought seven wolves to a certain sales group in Taobao, but they also brought a series of problems, such as fakes and fleeing goods.

To prevent the deterioration of the situation, the seven wolves set up the official flagship store, began to regulate the Taobao store that was being sold, from shop decoration to customer service standard, from official authorization to guidance management.

During the adjustment period of P, the seven wolves adopted a channel management strategy to "grasp the big and let the small".

All the large online distributors were convened and discussed. They were asked to differentiate their categories and styles according to the users' groups. They should have their own unique emphasis and divide them according to the standards of who are better at new products promotion, making explosive money, doing tail cargo handling, and doing data marketing analysis.

In this game, the uncooperative dealers were removed from the Internet by the seven wolves, leaving 5 large dealers in the end.

The company provides a separate rebate for these 5 dealers to ensure that they are fully balanced, and enable them to get their own profits in differentiated competition.

The company will weigh them according to repeat purchase rate, customer price and praise, and give more reward opportunities.

seven wolves are currently implementing online and offline linkage.

At the beginning of each year, the company will discuss with each electronic business platform, determine the matching and performance goal plan of the whole year in advance, and adjust it every six months.

At present, the online and offline dealers of the seven wolves are involved in the group meeting at the same time, all have to pay the deposit beforehand, but the ordering place is different.

However, online dealers are divided into three grades of ABC according to credit level. According to their next sales expectation, dealers with credit rating of C category only give 60% goods, B class is 80%, and the rest according to inventory adjustment, the best credit class A is 100% supply, which can effectively avoid the risk of inventory risk.

in addition to the overall control rules, the seven wolves have also formulated a series of differentiated operation strategies to cope with the diversification trend of the whole network distribution, such as finding out the special attributes of each platform and performing differential matching.

according to the plan of seven wolves, we need to integrate online and offline in the future. Online should be a support under the line, and offline is a service site on line.

Seven wolves said that the company's channel is still dominated by physical stores, which led to the need for companies to compete with retail industry participants in store resources.

Due to objective reasons, the apparel industry's physical shop terminal flat effect is low, leading to a disadvantage in the competition of store resources.

With the strong coming of e-commerce, online and offline choices and trade-offs have become an important strategic choice for companies based on physical stores.

carry out channel classification and adjustment

seven wolves said that after several years of rapid expansion, < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > the enterprise has now passed the "horse race enclosure" extensive rapid development stage.

With the increase of the price of commercial property, the cost of the circulation link will further improve. The expansion of the future will be under pressure. Whether it can raise the terminal profit level by improving the terminal operation ability will become the most important factor for the brand clothing enterprise to continue to develop.

The key to future growth is to pform the development mode and implement the strategy of "wholesale to retail", and the upgrading of the single store brought about by the upgrading of products, supply chain and terminal management.

The company will unswervingly implement the wholesale to retail strategy, strengthen the training of retail capabilities, and enhance the core competitiveness of enterprises.

the intensive cultivation of the store is the strategic focus of the seven wolves in recent years.

During the period, the company perfected the channel classification, classified the "channel" according to "product", strengthened the fit between "channel" and "product", analyzed the customer groups and needs of each store in detail, divided the channel into "upgrading shop", "pition shop" and "general store", and each shop matched the corresponding product quality and product classification, and matched different display styles and incentive measures.

Through the channel classification, on the one hand, it improves the channel efficiency, and provides more guidance and direction for the company's commodity planning and marketing.

In 2012, the company's channel classification was basically formed, and it will be further adjusted and improved in subsequent operations.

aiming at the decline of terminal profits, the company increased support for key channels during the period, and increased the rent subsidy of about 10000000 yuan to alleviate the cost pressure caused by the rents of some key shops.

At the same time, we should strengthen the implementation of the three party agreements between agents and some distributors, and directly implement credit, rebate, subsidy and replacement to some distributors, so as to make the distribution of profits more reasonable and enhance the terminal operation ability.

the company also implements the agent's "embedded management" according to the actual situation of various localities, optimizes the functions of the office, assists the agents to organize the framework and service standards, puts forward suggestions for operational improvement, improves the distributor's distribution management ability, ensures the effective implementation of relevant marketing and supporting policies, and supports the potential distributors and distributors to expand, continuously optimize the channel team, and ensure the healthy development of the company's channel construction.

During the period of , the company actively planned the opening of the core strategic stores of the second tier and above key business circles to enhance the brand influence. At the same time, according to the three line and three line market competition and retail sales performance, the store layout in this area should be increased to encourage the construction of large stores in the three line and below cities.

From the data point of view, the three cities and the following cities have a relatively high consumption climate, and the relevant shops of the company's layout will have a significant contribution and impact on the company's sales revenue.

by the end of 2012, the company had a total of 4007 terminal channels, a net increase of 31 over the same period last year. At the same time, a number of blue label and children's wear shops with poor promotional effects were closed.

Seven wolf said that under the influence of macroeconomic, "extension" expansion was under certain pressure.

According to the classification of supporting channels, the company will shift more focus from the opening of new stores to the renovation, expansion and expansion of old stores.

Although the total number of stores has slowed down during the period, the total sales area has increased by about 30 thousand square meters, an increase of about 6%.

During the period of , the company continued to enhance its retail management capabilities, promote the standardization of the retail system, on the one hand, carry out rectification of terminal stores, enhance the image of terminal stores, and provide various training for terminal stores.

In order to train terminal talents and enhance retail management, the company organized the national elite shop managers to go to Japan for training. In order to promote the nationwide standardized display, the company carried out skills training for outstanding display personnel of subsidiaries and agents, enhanced the skill level of Chen Li, and set up a nationwide display standardization system.

The company has also constantly improved the national standardized sales promotion plan library, "sales 36", and all localities can formulate promotional activities in line with local market according to the regional market conditions, reference manuals and specifications.

according to the plan, the focus of the company in recent years is to concentrate resources on the cultivation of retail management ability, maintain brand reputation, implement channel rectification, and promote the scale of company sales revenue and the improvement of industrial chain management level.

Orient Securities pointed out that the short-term profit adjustment of the company is unavoidable. But in the medium and long term, it is still optimistic about the development opportunities of enterprises such as wolves in the industry shuffling.

It is estimated that the company's EPS will be 1.13, 1.39, and 1.66 yuan in 2013-2015 years, giving a 15 times PE valuation in 2013 and a downgrade to overweight.

China Merchants Securities pointed out that although the re marketing of the channel has slowed down the expansion of the company, the cultivation of endogenous efficiency is more consistent with the mainstream trend of the sustainable development of the brand industry in the future.

The company has passed the rapid extension and extension period. Under the normal economic environment, under the premise of ensuring the normal closing rate (8%-10%), considering the reasons for the expiration of the lease, the pfer of business circle and the loss of stores, it is estimated that there will be dozens of net shops each year.

The adjusted EPS for the company's 2013-2015 years was 1.20, 1.37 and 1.59 yuan respectively.

In the short term, the growth of company performance is under some pressure, especially in autumn and winter. The data may not be ideal, and the rating is "prudently recommended -A".

However, based on the leading position of the company in the field of business and leisure, the competition pattern is more favorable, and the pformation of retail thinking towards the trend, business and retail capabilities will be increasingly strengthened. In the future, the upgrading of single store quality has room for improvement. It is expected that the company's competitiveness in the field of business and leisure segmentation will be the most advanced.