Brand Clothing Strategy In The Second Half: The Industry Is Not Yet Clear.

< p > from the relevant reports, compared with the first half of the year, the retail trade of garment industry continues to bear pressure, and there is no sign of improvement in the overall retail environment. It is expected that there will be no obvious improvement in the whole industry in the second half of the year, and the possibility is not great. But some leading enterprises have begun to change, so the differentiation of the garment industry will become more and more obvious. Some early adjustments and effective implementation, and can actively explore and innovate in the mode, in order to cope with changes in the consumption environment and consumption patterns, companies can stand out. < /p >
< p > < strong > industry is not clear yet. < /strong > /p >
< p > as of June 18th, the apparel home textiles sector has fallen by 6.22% this year (the market capitalization weighted average), running the same time Shanghai Composite Index [-0.05%]. < /p >
< p > apparel home textiles sector achieved a business income of 19 billion 131 million yuan in the 1 quarter of this year, down 5.1% compared with the same period last year, and realized net profit of 1 billion 482 million yuan, down 11.27% from the same period last year. The decline in performance has narrowed, but the balance sheet has not yet been repaired. < /p >
< p > in addition, a series of problems encountered by garment enterprises in the past few years, including the consumption environment (the rise of electric business), the competitive environment (intensified competition, the entry of foreign capital brands), the cost side (the increase of rent and sales ratio, the rise of the artificial side), and the changes in consumption habits continue to exist in the first half of this year. < /p >
< p > from the relevant statistical data, clothing consumption in the first half of this year continued to be in a doldrums. Relevant data show that in April 2014, the total retail sales of consumer goods totaled 19701 billion yuan, up 11.9% from the nominal level, down 0.3% from March. The longer time statistics show that since October 2013, the growth rate of clothing retail sales of 50 key retail enterprises has dropped sharply, basically fluctuating at 0, and even negative growth has occurred in some months. At present, the overall industry environment is still under pressure, and it is not clear whether it can continue to warm up. < /p >
"P >" at present, recovery may be early, but a series of problems that restrict the brand clothing industry in recent years, including the external environment, will be improved in 1-2 years. What is more important is the ability construction and transformation of individual enterprises. The difference of microcosmic individual differentiation after adjustment of industry will be huge. At this point in time, at least we can pay more attention to the brand clothing industry and individual enterprises. Zhu Yuan, an analyst with Guoxin Securities, said this. < /p >
In the interim report of "P > [-0.12% Fund Research Report of Xingye securities," it is not easy to be optimistic and not to give up hope. Its view is basically similar to that of Guoxin Securities. From the demand side, from 2010 to now, the demand growth rate of garment home textile industry has gradually declined under the background of overall demand growth and the industry's optional consumption attributes. At the same time, the structural differentiation trend of "a href=" http://www.91se91.com/news/ index_c.asp > apparel home textile industry < /a > online channel is still continuing. From the supply side, the electricity supplier has reduced the entry threshold of the industry, and the new entrant of the brand represented by fast fashion brands has produced an alternative effect on the existing brands. The two variables continue to aggravate the industry competition. In the background of no obvious improvement in supply and demand, no obvious improvement in the company's operating data and financial data, and the weakening of the value recovery driving factors such as O2O, the "neutral" rating of the plate is maintained. < /p >
< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > leading company < /a > is worth looking forward to < /strong > /p >
< p >, in this context, is there any stock in the clothing industry worthy of investors to invest? The answer is yes. Investment opportunities are brewing in transition enterprises. < /p >
The first is the construction of core competencies, and the repayment of loans for the development of core competence in the past few years, especially in the aspects of retail capacity, supply chain management and other core competencies, including the improvement of the price of consumers, including the full channel operation of O2O, and the emergence of a large number of models. The second is the reconstruction of the rate, which is a breakthrough innovation, and even a cross boundary expansion. It promotes efficiency, eliminates intermediate costs, simplifies the supply chain to the end consumer path, and provides consumers with a high price ratio. The third type is M & A expansion, creating multi brand and multi category integration platform, aiming at different subdivision needs and segmentation of consumer market, the core of which is the ability and motivation of enterprises; the fourth is the extension of industry, opening up new development space. < p > analysts pointed out that the transformation path of enterprises has the following categories < /p >
< p > although there are no signs of improvement in the industry at present, it is in the process of shuffling the industry that there will be some innovative enterprises running out. They may rely on endogenous factors such as mode innovation and product positioning to surpass competitors' companies, or marginal improvements in operational data and financial indicators. Such companies deserve investors' attention in the second half of the year. < /p >
< p > > a href= "http://www.91se91.com/news/index_c.asp" > Semir dress < /a >: from the 2014 Winter order meeting, the company's data will be better than that in spring and summer, and the children's clothing will maintain a good growth momentum. Casual wear has come out of the trough and is expected to be better in season. Wind information shows that as of June 14th, a total of 20 institutions made forecasts for the company's 2014 performance, with an average forecast net profit of 1 billion 83 million yuan, with an average forecast earnings per diluted share of 1.62 yuan. According to this forecast, the company's net profit has increased by about 20.12% over the same period this year. < /p >
Pathfinder: in 2013, the company put forward a strategic plan of building "outdoor travel integrated service platform". In the future, it will transform from a single outdoor product provider to an outdoor travel integrated service provider through a series of measures such as merger and acquisition, resource integration, and the formation of a new team. At present, the company has formed a multi brand + green field + vertical e-commerce three major business segments of the strategic framework. As of May, the company sold 2013 of its autumn and winter products to 75%, and the implementation rate of 2014 spring and summer futures products was 77% (72% in the same period last year). In 2014, the electricity supplier income accounted for about 25-30%, and by 2016, the proportion of online revenue is expected to exceed 50%. It is estimated that there will be about 150 new outlets next year. < /p >
< p > Mei Bang dress: the large experience shop of "one city, one culture, one store, one story" in many cities such as Hangzhou, Chongqing and Guangzhou is conducive to the promotion of terminal sales. At the management level, the company's internal structure has been greatly adjusted, providing a platform foundation for the meticulous management of the enterprise from the organizational structure, leading in the supply chain and marketing adjustment of the garment enterprises, and is worth looking forward to. According to the company's equity incentive plan, management enthusiasm is enhanced. According to the requirement, net profit in 2014 needs to reach 850 million. If it can be achieved, it will need a marked rise in revenue growth. < /p >
P: Fu An: the company's large household business includes wallpaper, carpet, wardrobe, sofa, bed and so on, of which wardrobe and wallpaper are produced by themselves. In the "big home" stores, the company insists on the strategy of big stores. The future rich household products will play a greater role in the overall coordination. In addition, the VMD (sales vision system) is promoting the marketing effect of large home stores. The company is deeply ploughing the home textile industry. Currently, the establishment of direct channel system and multi brand operation mode also make the company easy to win in the downturn of the industry and intensification of competition. It is one of the long-term promising companies. The announcement by the chairman of the announcement of the suspension of reduction is conducive to stabilizing the stock price. This year, it is expected to achieve the 15% net profit growth target set by the third phase of equity incentive. < /p >