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Chinese Men'S Clothing Industry Faces Deep Adjustment

2014/8/3 16:57:00 30

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China Men'S Clothing Industry Adjustment

In the period of less than P, A shares have ushered in a new round of disclosure of the notice.

As of July 23rd, a total of 1567 listed companies in the Shanghai and Shenzhen two cities disclosed the results of the announcement, of which 973 companies were preoccupied with 62.09%, while 148 companies expected net profit to fall by 50% or more, accounting for 9.44%.

for the men's wear listed companies, the performance in the first half of this year continued to deteriorate after the 2012's unhappy situation and the deterioration in 2013's performance.

Previously reported by the industry is expected to rebound in the performance of the birds in the two quarter of the fall again, Hinur, card NDI road has also been revised downward performance, and Busen shares from the first half of the profit, the loss is expected to -3508.05 million yuan ~-3168.56 million, a decrease of 410% to 380% over the same period last year.

the decline rate of the company is lower than that of a href= "http:// www.91se91.com/news/index_c.asp" > loss < /a > > /strong > /p >

according to the 7 men's clothing listed companies that disclosed the notice of the newspaper, the first half of the year's performance increased only with Hai Lan's home and YOUNGOR. Among them, YOUNGOR's earnings growth was also due to the change of the accounting method of Ningbo bank, which increased the current profit of nearly 640 million yuan.

"P > another Hai Lan House, a better performing house, completed the shell technology in April this year. Hai Lan home dress Limited by Share Ltd has been incorporated into the scope of the accounting report. As a result, the quarterly net profit forecast for the first year to the next reporting period will increase substantially.

worst performing < a href= "http:// www.91se91.com/news/index_c.asp" > men's clothing company < /a >, not Busen shares.

In a quarterly report, the net profit attributable to shareholders of Listed Companies in the first half of the year is -50%~0%, with a profit ranging from 5 million 658 thousand and 200 yuan to 11 million 316 thousand and 300 yuan.

In July 15th, Busen shares issued a report on the performance correction, which was expected to lose 35 million 80 thousand and 500 yuan ~3168.56 million in the first half of the year, down 410%~380% from the same year.

in addition, in the first quarter of April 26th this year, "a href=" http:// "www.91se91.com/news/index_c.asp" > < /a >, Hinur was optimistic about the profit in the first half of the year, and thought that the net profit attributable to shareholders of the listed company could reach 10 million 652 thousand and 300 ~2663.07 million yuan.

Kaiser shares will be revised downward in the first half of the year, from a decline of 20%~50% to a decrease of 50%~80% compared with the same period last year.

in addition to the above companies, there are two men's clothing enterprises, although the net profit is still positive, but it is expected to have a big gap with the first quarter forecast.

Originally reported in a quarterly report net profit rose 0~30% year-on-year news birds, recently released the first half of the notice, net profit fell 0~20%.

And the net profit expectation of card slave road was expanded from 10%~30% before the same period last year to 60%~80%.

internal and external multiple negative factors resonance /p >

Less than P, constrained by weak terminal demand, has become a unified interpretation of poor performance for men's clothing enterprises.

In the announcement, the news bird said, "affected by the weak external economic situation and the continuing downturn in the domestic apparel terminal retail market, especially the 5~6 retail sales situation is lower than the previous expectations, the company's brand retail business has stepped up its marketing input and strengthened the special sales office, which has led to an increase in costs and a decline in gross margins."

in fact, apart from the fact that the sales market has not improved this external reason, it is more of a problem for men's clothing enterprises themselves.

After a round of "horse race enclosure" shop tide, the importance of meticulous management of channels has been self-evident.

In particular, before the lessons of sports and leisure wear enterprises, men's clothing enterprises are paying off the "debts" of blindly opening stores, and the increase in the construction and management of direct business system is also an important reason for the decline in performance.

besides, the homogeneity of men's clothing is serious, and the market competition is fierce.

Men's clothing enterprises have little difference in upstream fabric supply, style design, pricing methods and so on. This also leads to a smaller differentiation among brands, plus the impact of international fast fashion brands, and the profit margins of men's wear enterprises are constantly being compressed.

combing the information disclosure of men's clothing listed companies, we can see that the inventory problem is still not well solved.

Hinur disclosed the reasons for the decline in the first half of the year in the report, saying that in order to help franchisees ease the inventory pressure and rearrange channel products, the sales of franchised stores decreased.

During the same period, sales promotion and labor costs rose and other factors led to a decline in gross margin.

besides, the electricity supplier is also the driving force for men's clothing enterprises to pform and is also the promoter of rising costs.

"The company's new marketing network terminal cultivation period is extended, resulting in the company's direct sales revenue is not up to expectations."

Hinur said.

according to the forecast data released by the China Electronic Commerce Research Center in July 8th, the overall size of China's clothing online shopping market will reach 615 billion 300 million yuan in 2014, up 41.5% over the same period last year, accounting for 22.1% of the scale of the nationwide online shopping market.

The demand for clothing shoes and hats is large and the rate of repeat purchase is high. It can be said that clothing enterprises compete for the largest market potential of users.

The relationship between "P", "store" and "electricity" and the integration of online and offline development will become the main research topic of men's clothing enterprises.

reform or pformation of internal strength or foreign aid?

Eastern securities has pointed out in the research report that the overall adjustment of men's clothing enterprises is later than that of the whole industry. After 2013, the inventory pressure has been reduced, but the effect of active adjustment and business pformation is not obvious. It is estimated that the process of inventory adjustment and channel adjustment will continue in 2014, and it is expected that the fastest improvement will be made in 2015.

besides, some men's clothing enterprises have done a lot of work in supply chain and terminal retailers. They have practiced "internal strength", and nine farmers and seven wolves have emphasized on strengthening supply chain management, developing fabric and trying to reduce costs.

"P", in the men's clothing, the home of Hai Lan, whose main price is equal to the price, is committed to creating the mode of "upstream credit sale system + downstream financial affiliate system". The company adjusted its business policy this year to increase the buyout ratio of the goods, and at the same time relieved part of the franchisee's deposit and deducted the profits of the OEM and franchisee accordingly.

At the same time, it accelerated its O2O strategy. Its revenue and net profit in the first quarter increased by more than 45%.

a lot of men's clothing enterprises choose to integrate on the upstream and downstream of the industrial chain. The former hundred round pants industry buys the global Tesco, but how to deal with the interests of the electronic business platform and franchisee has also become a new problem for the enterprises.

there are also enterprises looking for new investment fields, such as Kaiser shares. In June this year, Kaiser shares announced that they had purchased the game company's cool cow interaction at a price of 750 million yuan. In 2012, 2013 and 2014 1~3, the operating income of cool cow interaction was 2 million 871 thousand and 400 yuan, 32 million 836 thousand yuan, and 28 million 493 thousand and 200 yuan respectively. Net profit was -5.71 yuan, 7 million 481 thousand and 600 yuan and 12 million 50 thousand yuan respectively, and both income and net profit increased rapidly.

and since the suspension of Busen shares in May 5th, the market has many conjectures about its development direction.

Busen's net profit fell sharply last year, and its operating profit decreased by 50.75% over the same period last year. The company said it was mainly due to a decrease in sales.

In addition, the Zhejiang Securities Regulatory Commission issued a notice 4 months ago to verify that Busen group's controlling shareholder Busen group accumulated illegal deposits of listed companies' bank deposits of 86 million yuan, and did not disclose relevant information, thereby issuing a warning letter to Busen stock chairman Wang Jianjun.

Less than P, Busen shares had to make a choice when sales were weak and management was chaotic.

Because Shen Hai shares the Zhejiang Zhuji listed company, and the Zhejiang film and television companies are more, and insiders analyze Busen shares may sell to the film and television company.