The Cold Wind Blows The Store Tide Men'S Clothes Are Squeezing The Foam

< p > here the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

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< p > < strong > cold wind blowing and closing shop tide coming down > /strong > /p >

< p > in the first half of 2014, Fujian men's men's wear was "not easy". Although half year's performance has not yet been officially disclosed, the performance notice issued before may be able to conclude that this half year's pcript of Fujian men's men's wear is not good-looking.

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< p > not only the men's clothing of Fujian faction encountered such embarrassment.

By the end of July, 34 of the 37 listed apparel and home textile listed companies under the classification of Shenyin and Wanguo issued this year's notice, which accounted for the overwhelming majority.

In the first half of this year, the net profit fell by 80%.

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< p > the reason why the terminal sales market has been sluggish has become a common problem for men's clothing companies.

In addition, extensive management mode, serious homogenization of products, high inventory pressure, and electric shock are all the "performance killer" that men's wear listed companies urgently need to solve.

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< p > < strong > men's wear and tear goes upstream. < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > Industry > /strong > /p >

< p > < strong > extended reading < /strong > /p >

< p > < strong > domestic men's wear plate "cold wind blowing" < /strong > /p >

< p > although the interim report has not yet been officially released, in the first quarter of April, the word "trapped in the terminal consumer downturn and the first half of 2014 will be under pressure. In 2014, the net profit growth of 1-6 months is expected to be -30% to -50%."

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< p > no matter for Fujian men's menswear or domestic men's wear plate, the decline of seven wolves is not an example.

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According to the announcement, P is expected to net losses of 10 million to 20 million yuan in the first half, down by 100% over the same period last year.

In the first quarter report released in April 26th this year, Hinur was optimistic about the first half profits. He believed that the net profit attributable to shareholders of listed companies would be 10 million 652 thousand and 300 -2663.07 yuan.

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The performance of Busen P shares has also been reversed.

In its first quarter report, it is estimated that the net profit of 1-6 months will be -50%-0, and the profit interval will be 5 million 658 thousand and 200 -1131.63 yuan. The latest performance is down, and the loss is expected to reach 35 million 80 thousand and 500 -3168.56 yuan, up 380%-410% from the same period last year.

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< p > of course, in the "cold wind blowing" men's wear plate, is not without highlights.

In June 3rd this year, China announced the results of the winter order in 2014.

Data show that the total amount of the total amount of the Chinese Le main brand LILANZ has increased by a high number of units, while the sub brand L2 has recorded a low double-digit growth.

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< p >, from the list of men's clothing enterprises listed in China, the number of performance increases is also few.

Among them, the increase in YOUNGOR's performance was due to the change in the accounting method of the Bank of Ningbo which invested in it, thereby increasing the current profit of nearly 640 million yuan.

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< p > < strong > < Guan Dian Chao > > /strong > < /p >

< p > for this wave of decline in performance, the explanation given by the listed men's clothing company is also in general agreement: inventory is still a drag on net profit performance, sales promotion and labor costs rise, leading to a decline in gross margin, and the market has not yet recovered.

In addition, in the face of the impact of fast fashion, luxury brands, electricity providers and so on, enterprises are seeking pformation in stores, positioning and other aspects, but at the same time, they also push up the related costs.

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< p > inventory is just a representation. The deeper reason lies in the men's clothing enterprise itself: just like the sports goods plate before and after 2008, the blind "horse race enclosure" increases the evil consequence brought by the terminal.

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< p > the development of men's clothing enterprises in China is similar to that of sporting goods enterprises which burst out of the stock crisis earlier. The main way to rely on them is to open stores, open stores or open stores.

The difference is that sporting goods companies have implemented the strategy of opening stores earlier than men's wear enterprises, and the growth bubble has burst earlier.

As early as in 2009, Lining and other enterprises showed that the shop was difficult to continue, and sales channels were full of stock.

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< p > men's clothing enterprises are also suffering from this dilemma. Many enterprises have begun to close down some low efficiency stores.

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< p > "compared with the limited number of women's clothing listed companies, the number of Listed Companies in China's men's clothing industry has reached 10~20. In recent years, a large number of women have been building a" bubble ".

A senior executive of a men's clothing listed company, who did not want to be named, said in an interview with reporters, "the pleasure of starting a shop to drive the growth of performance has come to an end now. The increase in rental and labor costs has exceeded the increase in income. Men's business income has barely kept up, and the scale of maintaining profits has been difficult."

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< p > take 9 Mu Wang as an example.

Public data show that in 2013, nine Mu Wang closed 140 stores last year. This year, 100 shops are expected to be closed throughout the year. Next year, whether or not they will continue to close the store will see the trend of commercial real estate rents.

The Great Wall securities analysis, due to the current number of brand dealers closing a lot, commercial land rent situation began to appear, although the rent has not yet been significantly reduced, but there have been signs of loosening.

If commercial real estate rents fall, the trend of closing stores is likely to be curbed.

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< p > however, in the view of the industry, there is a similarity and difference between the "close shop tide" of the men's clothing industry and the previous "shop closing tide" of the sporting goods industry.

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< p > "sports brand concentration is relatively high, men's clothing is more dispersed, sports brand has strong control over the channel, and most of the men's own agents and retailers create their own brands, which aggravate the dispersion and confusion of the men's clothing market.

This also means that the adjustment of men's clothing industry will be far more difficult than the sports industry.

Ma Gang, a well-known commentator in the footwear industry in China, said.

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< p > and the Research Report of Orient Securities pointed out that the overall adjustment of men's clothing enterprises is later than the whole industry. After 2013, the inventory pressure and the channel adjustment measures have 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 the fastest improvement will be in 2015.

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< p > < strong > pboundary adjustment to common choice < /strong > < /p >

< p > considering that there are still uncertainties in the domestic macro-economy, the weakness of the terminal market will continue. Under the competition of the rising cost rigidity of the industry and the competition of the fast selling clothing brands, the local garment industry is still facing greater pressure.

In the face of the overall operating pressure of the industry, garment enterprises have made strategic adjustments in a timely manner.

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< p > "after more than ten years of development, competition among garment enterprises has risen to the era of overall competition, including products, channels, brand advantages, business models, internal management and many other aspects of competition."

In the eyes of many garment enterprises, enterprises need to practice their own skills when they are in a downturn, such as supply chain and terminal retail, strengthen supply chain management, develop fabric, and reduce costs.

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< p > June this year, the seven wolves shares issued a related paction announcement that it intends to jointly set up a financial company with the controlling shareholder, the seven wolf group, with a registered capital of 300 million yuan.

According to the announcement, the seven wolves are in an important period of pformation and upgrading. Financial support is crucial to cope with the weak external environment that brings challenges to the company and the upstream and downstream businesses.

The establishment of this financial company is conducive to optimizing the allocation of funds, saving capital costs, improving the efficiency of capital utilization, further widening the financing channels, creating the integration effect of industry and finance, and enhancing the overall risk resisting ability of the apparel industry chain, which is in line with the strategic development requirements of the company.

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"P" and "nine herd king" improve the brand and product layout by means of mergers and acquisitions, so as to create new growth points.

In April of this year, 9 Mu Wang agreed with Herba Bowen and Pan Ruping, unanimously agreed that He Bowen and Pan Ruping funded the establishment of the Shanghai Tang ya a target= "_blank" href= "http://www.91se91.com/" > dress < /a > Co., Ltd. to buy the existing "wave Ken" men's clothing products related businesses and corresponding effective assets and personnel, and then by the nine Mu Wang to buy the 100% equity interest of "Shanghai Tang Ya Fashion Co., Ltd.".

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< p > it is learnt that the "wave Ken" brand is positioned as a high-end, relatively small European style clothing brand, that is, European style and Chinese style clothing, highlighting Chinese elements, with a certain brand diversity, and the collar shirt is priced at 2000~3000 yuan.

The "wave Ken" brand trousers are famous for tailoring, craft and fabric. It is one of the few brands that can open the trousers cabinet separately in the middle and high-end shopping malls. The current sales scale is about 100 million yuan, and the number of stores is about 80.

The Great Wall Securities said that after the completion of the acquisition, it will help the nine Mu Wang to improve its brand structure and accumulate experience of multi brand operation, so as to provide a basis for subsequent operation of other M & A projects.

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< p > it is undeniable that in the depressed market environment, the adjustment of business strategy is very important for the development of enterprises. O2O mode will be the major trend of the garment industry in the future.

Therefore, nine Mu Wang will advance the O2O landing in September.

It is reported that O2O is currently being promoted by a special team. First, we need to open up the inventory of the franchisee and the company's inventory, and realize the integration of inventory. Then we try to integrate the line and the offline through some standardized products. It is expected that we will pilot the operation in 100 stores in September.

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< p > "crossover" is not only the first choice for men's wear in Fujian Province, but also the common choice for the domestic men's wear plate to tide over this crisis.

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< p > March 2014, the board of directors of Kaiser shares examined and adopted the motion on setting up a special industrial fund, and agreed that the company initiated the establishment of a special industrial fund.

Kaiser shares entered the investment field, similar to YOUNGOR. Now investment, real estate and clothing constitute the three carriages of YOUNGOR business, and investment business has brought a lot of real gold and silver to YOUNGOR.

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< p > in addition, in July 16th, the hundred round trousers industry announced that it would buy a 100% stake in cross-border e-commerce global Tesco at a price of 1 billion 32 million yuan.

However, its net profit for the current period was 10 million 320 thousand yuan to 16 million 520 thousand yuan, down 20% to 50% compared with the same period last year, and its performance was not good.

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< p > the men's clothing industry is in the doldrums, so that the upstream textile enterprises as their suppliers are also injured.

In the peak season of May and June, the local textile enterprises not only did not usher in the peak season, and even some enterprises still encountered the problem of insufficient orders and small sales.

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Under the confusion of domestic sales and the weakening of external demand, the textile industry has not yet seen a revival of anticipation this year, and the benefits of many enterprises have even been greatly reduced. < p >

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< p > < strong > confusion in the busy season < /strong > < /p >

< p > in May this year, Feng Zhu textile announced that as a wholly owned subsidiary, Shandong Yutai Phoenix Bamboo Textile Co. Ltd. has been in a state of deficit for nearly two years, and the company intends to suspend its production and operation.

It is reported that the problem of poor management of Shandong Yutai company has existed for a long time.

Public information shows that Yutai company was acquired by Feng Zhu textile in 2005.

In order to solve the problem of quality and supply of raw cotton yarn, in October 25, 2005, Feng Bamboo textile purchased a cotton mill in Yutai County, Shandong Province, and set up a controlling shareholder, that is, the Yutai company.

It is worth mentioning that before and after the acquisition, the employees of Yutai company have frequently gone on strike and asked for higher wages.

According to the audit report issued by Fujian Huaxing accounting firm, the net assets of Yutai company in 2013 were 45 million 50 thousand yuan and the audited net profit was -185 million yuan.

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< p > this has almost become a microcosm of the entire textile industry.

As a big textile producing country, China's textile industry has not performed well in recent years, and the crown of China's "made in China" sales volume seems to be facing the risk of losing.

According to our customs statistics, at present, the export volume of cotton bed products in China has decreased at a rate of 25.92%, and the export of cotton towels has also decreased by 10.65%.

According to the statistics of the US Department of Commerce, the amount of cotton bedding and towels imported from the United States dropped by 3.64%.

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< p > "now the gross profit margin of the textile industry is not high. In the doldrums, if the price goes up, we are afraid of losing market share. If we do not raise the price, the enterprise will lose money again.

This is really a very painful choice. "

A local textile enterprise official said.

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< p > in the view of Shi Zhengzhi, Secretary General of Quanzhou textile and clothing trade association, it is an indisputable fact that the domestic and foreign textile industry's sales situation in the first half of the year is not optimistic.

The fundamental reason for this phenomenon is, on the one hand, the world economic crisis and the economic containment of the United States. On the other hand, due to the sharp rise in the cost of production in China, the original price advantage in international trade has weakened and the competitiveness of the industry has been falling.

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< p > < strong > looking for comprehensive competitive advantage < /strong > < /p >

< p > facing the current situation, some experts suggest that the traditional textile industry should make full use of advanced technology and scale advantages, make effective use of Internet thinking and big data management, accurately analyze consumer demand and enterprise resources, optimize the product positioning of enterprises, enhance the competitiveness of enterprises in the market segments, and at the same time, establish a flexible intelligent production management system to meet the needs and quick response of customers through deep cooperation of talents, capital, information and technology, so as to create a comprehensive competitive advantage.

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< p > "the past flat structure of industrial cluster is no longer suitable for future market competition. The only way out is the combination development of multiple supply chains.

Integration of the upstream and downstream industry chain, weaving upstream is yarn, downstream is printing and dyeing, through weaving can combine yarn and printing and dyeing for innovation.

Shi Zhengzhi said.

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< p > the practice of wing Gu group is precisely the embodiment of this train of thought.

A few days ago, reporters learned from the wing Gu group that after the preparation and trial of water last year, the company has added a sweater Department to start sweater projects. On the basis of last year's dozens of equipment, it will also add 100~200 computers to meet consumers.

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< p > it is learnt that, while consolidating its original fabric business, the Evergreen Group continues to push forward the pformation and upgrading of the group through the upgrading of the equipment and technology management of the existing industry and the extension of the two main lines to the downstream garment bags.

At present, the products have been extended to bags and fabrics, medical supplies, outdoor fabrics, etc. the products other than garment fabrics have taken up the 50%~60% share of the company, which has realized the diversification of products and enhanced the ability to resist market risks.

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< p > some people extend the industrial chain, while others use the technology research and development of big platform and strength and brand awareness to enhance their industry's influence.

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< p > July 31st, the DuPont Textile Innovation Alliance "science and technology source power" seminar was held in Xiamen.

At this symposium, DuPont Co introduced DuPont's new products such as Sorona to representatives of textile and garment enterprises.

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"P >" inviting DuPont Co to Fujian to hold seminars, in addition to enabling customers to better understand how DuPont Co's new products are being used, it can also tell customers such information: our cooperation with DuPont is very close.

This will help our customers to further recognize our R & D capabilities, after all, there is DuPont support. "

Hengfeng < a href= "http://www.91se91.com/news/index_f.asp" > chemical fiber < /a > director general Hong Binghuang told reporters.

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