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Thinking About The Gap Between The Tiger And The Seven Wolves

2014/7/9 16:30:00 54

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The first reaction of the reporter's head was that the tiger capital was finally going to go on the market when the P saw the news of the tiger's global prospectus from the first time of the Hong Kong exchange.

Less than seven or eight years ago, when I was talking with the head of the Quanzhou local trade association or the Quanzhou clothing enterprise, I mentioned that the men's trousers enterprises were all called "nine herdmen" and "tiger capital". What kind of glory was it? And a few days ago, when he saw the news about the coming of the tiger market, the reporter called a middle-level manager who had worked in the tiger, asked him about the current gap between the tiger and the king of nine, and so on, he came to the sentence without hesitation, "that's far from it."

What embarrassment is this? "/p".

the gap between tiger and partners is getting bigger and bigger. That is the five or six years.

2008~2012 in recent years, the domestic high-end business casual men's wear market continues to improve.

At this stage, the development of a large number of men's wear brands in China, including Li Lang and nine herd kings, has been speeding up. Especially after their respective listing, the development is stepping into the fast lane.

their brand influence and reputation continued to improve, such as the hiring of famous designer Ji Wen Po's brand design, and the popularity and influence of Chen Daoming, the image spokesman, quickly increased popularity.

At the same time, they speeded up the horse race enclosure, and the expansion rate of terminal stores increased significantly, thus driving the rapid growth of sales scale.

take nine Mu Wang as an example. In its 2008~2010 years before its listing in 2011, its compound sales growth rate was about 7.96%, and its turnover also increased rapidly, which was 1 billion 230 million yuan, 1 billion 404 million yuan (year on year growth rate was 14.15%), and 1 billion 675 million yuan (up 19.3% year on year). The net profit was 193 million yuan, 258 million yuan and 360 million yuan respectively.

more importantly, at this stage, with a number of international second-line brands speeding up the domestic market, increasing competition in the domestic men's wear market, more subdivision of consumer groups, and the rapid rise of e-commerce formats, the business philosophy and terminal mode of the brand such as Li Lang and nine herdwang have begun to undergo some profound changes, such as increasing the wholesale mode to the retail mode, putting up more than 1000 square meters of direct selling flagship store in the terminal, exploring online e-commerce operations, acquiring or creating self licensing sub brands to carry out multi brand operation, trying to expand new consumer groups and seek new profit points.

"P" is just in the stage of sudden change of market and the most critical stage. The operation of tiger capital has been very mild.

There is no room for error, and shopping centres are like battlefields.

So that today's tiger, although still in the business casual men's wear market position, but is already in an awkward situation, the gap is obvious, and this gap is reflected in many aspects.

from the sales scale, the annual sales gap between the tiger and the three men of business casual men's clothing, the big seven wolves, the nine herding kings and the Lun Lang in Quanzhou, are about 1 billion yuan ~15 billion yuan, an order of magnitude.

in 2013, the total revenue of the three giant seven wolves, nine shepherd kings and llon were 2 billion 773 million yuan, 2 billion 501 million 500 thousand yuan, and 2 billion 298 million 600 thousand yuan respectively, in the men's market, which was unprecedentedly low and the brand performance declined.

In 2012, the revenue scale of seven wolves, Li Lang and nine Mu Wang were 3 billion 477 million yuan, 2 billion 793 million 400 thousand yuan and 2 billion 601 million yuan respectively, representing a growth rate of 19.05%, 3.15% and 15.20% respectively.

from the sales scale and profit, the current level of the tiger is roughly equivalent to that of 2009 before the listing.

The reporter inquired about the data on the prospectus issued by nine year old Wang. In 2009, the turnover of nine Mu Wang was 1 billion 404 million yuan, and the net profit was 258 million yuan. In 2013, the revenue scale of tiger city was 1 billion 452 million 800 thousand yuan, and the net profit was 238 million 500 thousand yuan.

from the number of shops, the gap between tiger and 3 leading companies is 1800 orders of magnitude, or about one order of magnitude in the 1800 homes.

By the end of 2013, the total number of seven wolves was 3502, the total number of shops in the group was 3455, and the total number of shops was 3124, while that of the tiger was 1300.

< < a > href= > http://sjfzxm.com/news/index_c.asp > > < /a > > points out that in recent years, faced with the market changes, the seven wolves and nine Mu Wang have accelerated the pformation from the former wholesale mode to the retail mode, continuously promoted the proportion of Direct stores to strengthen the control of the terminal, and began to try the mode of combining futures orders with spot orders.

By the end of 2013, there were 464 stores in the seven wolves, 13.25% in the direct stores, and 778 in the direct stores, 24.9% in the direct stores.

but in the terminal system of tiger capital, there are two self operated stores in Quanzhou only, and the remaining 1298 shops are managed by distributors.

The terminal business is almost entirely owned by distributors, and is subject to distributors.

Once distributors are in the arms of other brands, the expansion of brands in the local market will fall short.

Although the tiger has vigorously promoted the "Regionalization" distribution initiatives since 2007, it has sought to reduce dependence on one or a few distributors in the regional market, but this does not cure this risk.

from the perspective of enterprise management strategy, the tiger has also been significantly different from the three giants.

In recent years, in order to expand consumer groups and enhance market share, Li Lang and nine Mu Wang have launched multi brand operations, and L2 has established FUN.

Although their multi brand road is still in the exploratory stage, there is still a long way to go, but multi brand management is the trend of the times.

And the tiger is still highly dependent on the single brand of tiger.

, and to cope with the channel change of the electricity supplier, the big three have made great efforts to layout the electricity supplier in the past two years, and have begun to receive the effect.

For example, in 2013, the income of the nine Mu Wang business channel was about 125 million yuan, an increase of about 25% compared to the same period last year, accounting for 5.3% of the total revenue.

While tiger is still in the initial stage of opening a store in Tmall and Jingdong, there is no layout yet.

in fact, this is not just the embarrassment of the tiger family.

Facing the increasingly fierce competition in China's high-end men's wear market, facing a large number of international second tier men's wear brands and seven giant wolves and other leading listed companies in the domestic market, the great competition pressure will not fail to be defeated by their competitors.

and with the coming of the tiger market, the more famous enterprises in Fujian Quanzhou business casual men's wear board are left with seven cards and strong drivers are still outside the capital market door, and their pressure can be imagined.

You see or disappear, the gap has been placed there, not to mention pcendence, even with the difficulty of running more and more.

But even if it is harder, we must fight hard and hurry to rush ahead.