Yang Penghui: "Post Listing Strategy" To Achieve Local Men's Wear

"Hai Lan's home, George White, La Natsu Bell..." A list of new listed companies has appeared in the catalogue of the securities and Futures Commission. Growing year by year clothing The listed brands are not only old brand brands, but also strong capital markets. Many of the mid-range brands active in the three or four tier cities have broken through from the mainland, China, Hongkong and overseas markets.

After obtaining a lot of financial support and more influential brands, these enterprises have to face the question of strategic reorganization: do we need to take advantage of the direct line fire line to attack the branded hot market at home and abroad? How should we arrange the profit margins of the first tier market in the case of commercial real Estate Fluctuations?

Reporters with many new men's clothing listed companies and upcoming men's clothing enterprises are most concerned about the issue, consulted seven wolves industrial Limited by Share Ltd former vice president, Xiamen general investment manager Yang Penghui.

　　 Three strategies to attack first tier market

Reporter: positioning in the mid-range local men's clothing brand, before listing, has made good achievements in the domestic three or four line market which is suitable for itself. Should we consider expanding the market for the first-line market with strong consumer demand after listing? What strategies should we learn from and think about?

Yang Penghui: for the first-line market, the localization of the local men's wear brand has been attached great importance to. In fact, the domestic mid-range brands occupy a place in the first tier market at the early stage of development.

Due to the consumption of most of the cities outside China, most of the local clothing brands chose to cater for the three or four line market demand in the subsequent development, and to a certain extent, they abandoned the first tier market voluntarily or passively. After their growth, it is inevitable to return to the first-line market.

In the first tier market, though facing a lot of pressure from foreign brand competition, the mainstream brands are Chinese brands in the late stage. Basically, there are three strategies for positioning the mid-range local men's wear brands: first, changing the product positioning to cater for the needs of the first line; second, developing new brands and developing the first-line market from scratch, such as the development of the high-end brand "SEPTWOLVES" main line market by the seven wolves; and third, the acquisition of the existing brands in the first-line market, and the injection of resources into bigger and stronger markets. For example, King Mu bought the "FUN" brand to expand the first-line market.

Network digestibility and inventory worries

Reporter: almost all the men's clothing brand enterprises are expanding their terminals after listing. In order to ensure sales growth, they often use more goods to support them. Last year, not only leisure Clothes & Accessories With the rapid growth of enterprise inventories, the stock of men's clothing industry also takes up a lot of capital, and it also affects the core index ROE (net asset yield, also known as stockholder's equity yield). What are the ways to effectively reduce the inventory of enterprises?

Yang Penghui: Men's clothing industry does exist the problem of inventory occupation. Compared with the molecular industry of the apparel industry, the problem of overstock in men's clothing industry is relatively small. This situation is related to the competitive strategies chosen by different sub sectors. Fashion casual wear is fashionable because of its strong fashion and short product life cycle. It wins by fast supply and rapid updating of products. Business dress and casual wear are won by brand image, product design and function.

For men's clothing industry, the most effective way to reduce inventory is to provide management efficiency and increase the accuracy of inventory. In addition, the existence of inventory is inevitable, and the expansion of inventory digestion channels is also very important. For medium and high-end men's clothing, the expansion of inventory processing channels such as discount stores, large sale and network sales has played a great role in maintaining good stock in the past two years. In particular, network sales, various types of network sales platform has gradually become the high-end men's clothing. Brand clothing One of the main channels to deal with inventory, from the current data, a large amount of digestion, last year only Taobao "double eleven" activities on the same day, seven wolves broke through the sales volume of 20 million yuan.

　 Opportunities for national brands to cross are coming.

Reporter: in the clothing industry's domestic consumption concept, there has been a phenomenon of "worshipping foreigners and foreigners" for a long time. Now, foreign brands are accelerating to enter the Chinese market. How should we better cope with this mentality for the local men's clothing brands with national planning and layout?

Yang Penghui: the so-called "worshipping foreign elements" is relative. China's long term economic development is lagging behind, leading to consumers' preference for foreign brands. This is the consumption psychology of most latecomer markets. China's industries are lagging behind the developed countries at the starting point. In the past, there was a certain gap between foreign brands and product quality and brand building.

With the strength of local brand enterprises and the improvement of the whole industrial chain, there is not much difference between the quality of foreign brands and foreign brands. On this basis, we do not have to worry too much about the consumption psychology of "worshipping foreign elements". If we increase our value, we may gradually weaken this concept and even transform it into a sense of national pride. This transformation will bring about a leaping development of national brands.