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Enterprise Crisis, Clothing Enterprises Strive To Find New Breakthroughs.

2013/8/8 9:14:00 33

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Clothing Enterprises Clothing Enterprises

with the advent of the deep economic adjustment period, the development of the market is more and more difficult. The cash flow of garment enterprises and the decline of profits are very common. The development of garment enterprises is facing unprecedented challenges, especially the pain and survival difficulties of SMEs.

But on the other hand, a dangerous situation also means opportunities. Such a period is also a new strategic stage for enterprises to create brands and shape brand values.

At the beginning of this year, at the beginning of this year, when the Chinese clothing industry was in a frigid fashion, the first lady Peng Liyuan's gorgeous appearance in the domestic brand clothing brought a great boost to the garment industry. P

There are various signs that under the background of high level domestic efforts to promote simple and fresh policies and policies to boost domestic demand market, all kinds of independent brand products including garments are heading for the development of "fast lane".

First Lady effect /p >

"P" seems to be overnight. Peng Liyuan's clothing brand and customized clothing brand become the hot words of public search.

With the exception of the clothing of the red, exception brand stores across the country are all crowded, hot exception.

Many customers came to ask Peng Liyuan about the same coat and bag scarf. Because of the limited custom-made clothing of Peng Liyuan, the shops were sold out in a short time.

In the whole country, there has been a rush of national costume brand, and many famous clothing brands in China have also started the trend of "clothing customization".

as a link between the political and economic circles and the fashion industry, the popularity of "exceptions" is no exception, because it represents a whole vigorous high-end clothing industry.

While the luxury brands in Europe and the United States "invade" the Chinese market cake, the "Designed by China" (Chinese design) brand of these hidden boudoir has also produced a bright brand of its own brand.

for the masses of consumers, these local custom brands are slightly unfamiliar, but for designer groups and elite level, they are few and far between.

In the background of the high level of simple and fresh air and the promotion of domestic goods, the independent clothing brands began to step on the accelerator development, just like the Red Flag cars which are expected to enter more and more central ministries and commissions.

industry sources say, because these local brands are lower than the international top brands in pricing, and with strong personal style in design, their fans' loyalty is higher, including "useless" mark and another brand "Su ran" designer Wang Yiyang.

These two brands occupy the landmark consumption places of the second tier cities, such as the A block of Hangzhou Tower. The exception is also located in CITIC Pacific, Shanghai, as well as its Tai Hui Hui, Guangzhou's stronghold.

"the move of leaders and ladies to strengthen the domestic brand clothing has injected great confidence to the domestic independent clothing brand enterprises."

Zhao Yabin, Deputy Secretary General of the China clothing association, said in an interview with the media that the export situation of China's clothing industry still needs to see the demand of the international market, but the domestic market or the demonstration effect will produce huge consumption power.

Analysts point out that this is a good opportunity for new products to rise.

in fact, the international market has been very optimistic about the development potential of China's garment industry.

Peter Ackroyd, chairman of the International Wool Textile Organization, said: "China has many outstanding designers, and has been widely recognized internationally. Their ideas are very broad and bring endless development momentum to China's garment industry."

policy support /p >

in the international fashion, the domestic support policy for textile and garment industry is also constantly brewing.

June, Sun Ruizhe, vice president of the China Textile Industry Federation, said in an interview with the media that the cotton purchase and storage policy is expected to be adjusted this year, that is, direct subsidy to cotton farmers.

Analysts pointed out that the policy adjustment of storage and storage means that the cotton reserves will gradually fade out of the cotton trading market, and the cotton trading and circulation links will be more dependent on market supply and demand.

The above policies will not harm the textile and garment industry while ensuring the interests of cotton farmers. The textile and garment industry is expected to get cheaper raw materials in the future.

"direct subsidy cotton farmers are expected to pilot in Xinjiang, the main producing area of cotton, and gradually spread throughout the country."

Sun Ruizhe told reporters.

Liu Xiaonan, deputy director of the economic and Trade Department of the NDRC, said at the China International Cotton conference recently that the NDRC and relevant departments are studying how to further improve the cotton market regulation mechanism and explore a long-term mechanism to promote the long-term, stable and healthy development of the cotton industry.

He also revealed that the state is studying relevant measures to ease the distortion of the cotton market caused by the purchase and storage policy.

Insiders expect that the adjustment of cotton purchase and storage policy next year will be a big probability event. In 2013, it will become the "ending" of cotton purchase and storage.

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at present, the cost of cotton raw materials accounts for 50% - 60% of the fabric cost in textile and garment enterprises.

The reduction of circulation cotton and the uplink of cotton prices have become an important factor to weaken the export competitiveness of textile enterprises.

in order to reduce the pressure brought by high cotton prices to cotton spinning enterprises, the proportion of import quotas issued by 3:1 was implemented in 2013. That is to say, cotton spinning enterprises must purchase 3 tons of domestic cotton in order to get 1 tons of imported cotton quotas, but only some cotton spinning enterprises with competitive qualification can enjoy them, and there is a time dislocation between the quotas and the demand for raw materials for textile and garment enterprises.

Sun Liwu, an information analyst at Zhuo Chuang, said that adjusting the purchasing and storage policy will contribute to the formation of the market price mechanism of cotton and slow down the plight of the textile and garment industry. P

In addition, cotton import quotas and other related policies will also be synchronized.

The guarantee of cotton raw materials will help textile enterprises to reduce external dependence and obtain more cheap raw materials from the country.

however, although there is an adjustment in the policy of reserve and storage, the purchase and storage of cotton will still be implemented in 2013.

Liu Xiaonan said recently that the new cotton standard will be implemented in the new year, and the new price difference and pricing method will be announced as soon as possible.

According to the survey conducted by the national cotton market monitoring system in mid May, the national cotton sowed 70 million 809 thousand mu, a decrease of 2 million 432 thousand mu compared with the same period, a decrease of 3.3%.

looking for new breakthroughs /p >

under the good news of the policy, garment enterprises are also trying to find new breakthroughs.

In June, in Shanghai, China's fashion capital, the two major clothing brands from Zhejiang came together.

On the day of Semir and GXG strategic cooperation media and investor exchange meeting, Zhejiang Semir apparel Limited by Share Ltd announced that it would buy 71% stake in Ningbo zhe Mu sang Holdings Limited, and the paction volume is expected to be between 1 billion 980 million yuan and 2 billion 260 million yuan.

According to Jiang Hengjie, consultant and former vice president of China Fashion Association, this is the largest merger case in China's apparel industry so far.

as the most fashionable clothing company listed on the A stock market, Semir has not been able to avoid the current industry plight, and has also encountered growth bottlenecks.

Since 2011, the economic weakness has led to the bad environment of the garment industry. Semir clothing, as a leading brand of domestic casual wear brands, has been under pressure for a long time, and its performance has been greatly affected.

According to Semir clothing 2012 annual report, the company achieved sales revenue of 7 billion 60 million yuan, down 9% compared with the same period last year, while net profit was 761 million yuan, a sharp decline of 37.8% compared to the same period last year.

Since mid 2012, Semir clothing has been offering discount sales to inventory, slowing down the pace of expansion and closing stores, and the annual report shows that only 500 stores were added in 2012, and this figure reached more than 1400 in 2011.

"P" has always been a single product line of Semir apparel, and the market is fiercely competitive with brands such as meta, bond, Giordano and Baleno.

Facing the decline of terminal sales, casual clothing and children's clothing business can not effectively promote the rapid growth of performance.

For listed companies, the development of their own brands is far from the fast return of the mature brands. The expansion of product lines through mergers and acquisitions has become the best choice for Semir apparel.

in the industry view, the acquisition is a strong cooperation.

It is understood that after the success of the merger, Semir costumes will hold 71% of China zhe Mu shares, and the original shareholders and management share 29%. Semir apparel will form a board of directors with the original shareholders and management of zhe Mu Shang. Zhe Mu remains the original management level and signs a long-term work contract to ensure the stability of the company's operation and development.

In addition, the GXG brand design team, suppliers, channel structure and other third party service systems remain unchanged.

, as the largest listed clothing company in the A share market, Semir appears to be in the thick of money.

For Semir, after the merger, the company will have a greater say in the new channel.

In addition to mainstream department stores and shopping centers, Semir will also launch an all-out attack on the business of e-commerce.

These possible attempts will play an important role in the growth of the company's performance.

data show that GXG has strong development momentum in China's middle age men's clothing brand. Zhe Mu still earned 1 billion 398 million yuan in 2012 and net profit of 206 million yuan, an increase of 40%-50% over the same period last year.

The net profit growth of similar men's clothing brands, such as nine shepherd kings and seven wolves, was 29.1% and 36.1% respectively in 2012.

At the same time, in the takeover framework agreement, zhe Mu Shang promised him that the net profit in 2013 was no less than 265 million yuan, while the net profit growth rate in 2013 and 2015 was no less than 28.6%, 20% and 20% respectively.

Guo Haiyan, China Gold securities (CICC), said there will be a more rich brand and a combination of products after the acquisition to provide new growth points for Semir clothing and improve the use of funds (Semir still has 5 billion 110 million cash at the end of the first quarter of 2013).

in addition, GXG has been in the leading position in the field of electricity supplier business.

Before, Semir's electricity business progress was not smooth.

According to the data released by China Electronic Commerce Research Center, in 2012, the scale of China's apparel online shopping market reached 305 million yuan, up 49.9% over the same period last year.

It is impossible for Semir to abandon this battlefield and not to miss this consumption trend.

In May 25th last year, Semir changed Zhejiang van Diya Garments Co., Ltd. to Zhejiang Semir Agel Ecommerce Ltd. Its registered capital increased from RMB 30 million yuan to 130 million yuan, and moved towards e-commerce in an all-round way.

But at that time, the fighting strategy on e-commerce platform has become more and more intense. It is very difficult for Semir to win the battlefield lost.

With the help of GXG, Semir hopes that its channels will be wider.