When The Cold Wind Is Blowing, The Men's Clothing Is Now The Time To Squeeze The Bubbles.

The cold wind is blowing.

In the first half of 2014, Fujian men's men's clothing was "uneasy". 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 transcript of Fujian men's men's wear is not good-looking.

It is not only the Min Style Men's clothing that has encountered such embarrassment. As of the end of July, the 37 countries under the classification of SW clothing 34 of home textile listed companies have released this year's notice, and the majority of companies that pre - cut and pre - paid have accounted for the majority. In the first half of this year, the net profit fell by 80%.

The reason for this is that the continued downturn in the terminal sales market 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.

Men's wear goes upstream Spin trade

Extended reading

Domestic men's wear plate "cold wind blowing"

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 pressure. In 2014, the net profit growth of 1-6 months is expected to be -30% to -50%."

Whether for Fujian Style Men's clothing or for domestic men's wear plate, the decline of seven wolves is not an example.

According to the announcement, he is expected to lose 10 million to 20 million yuan in the first half of the year, 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.

The results of Busen's interim report were also 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.

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.

From the list of men's clothing companies 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.

"Closing shop tides"

For this wave of decline in performance, the explanations given by men's clothing companies listed on the market are also broadly consistent: 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 transformation in stores, positioning and other aspects, but at the same time, they also push up the related costs.

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

The development of domestic men's clothing enterprises is similar to that of sporting goods companies that burst out of stock crisis earlier. 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.

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

"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."

Take the king of nine for 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.

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 sports goods industry.

"Sports brand concentration is relatively high, men's clothing is more dispersed, sports brand has strong control over the channel, and men's agents and retailers mostly 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. domestic shoes Clothing industry renowned commentator Ma Gang said.

And in the Oriental Securities research report pointed out that the overall adjustment of men's clothing enterprises later than the whole industry, after the 2013 inventory and channel adjustment measures, inventory pressure has been reduced, but the effect of active adjustment and business transformation is not obvious. It is estimated that in 2014 men's clothing industry to inventory and channel adjustment process will continue, and the fastest will also begin to improve in 2015.

Cross boundary adjustment as a common choice

Considering the uncertain factors in domestic macro-economy, the weakness of terminal market will continue. Under the competition of rising cost rigidity and fast selling clothing brand, the local garment industry is still facing great pressure. In the face of the overall operating pressure of the industry, garment enterprises have made strategic adjustments in a timely manner.

"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.

In June this year, seven wolves issued a related transaction announcement that it would jointly set up a finance company jointly 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 transformation 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.

However, the king of the United Kingdom has improved the brand and product layout by means of mergers and acquisitions, thereby creating new growth points. In April of this year, he agreed with Herba Bowen and Pan Ruping to unanimously agree with the "Tang Ya" established in Shanghai by He Bowen and Pan Ruping. Clothes & Accessories "Limited company" bought the existing "wave Ken" men's clothing product related business and corresponding effective assets, personnel, and then by the nine Mu Wang to buy the "Shanghai Tang Ya clothing Limited company" 100% stock rights.

It is reported that the "wave Ken" brand is positioned for high-end, relatively small European style brand, that is, European style, Chinese clothing, highlighting the Chinese elements, has a certain brand difference, collar shirt price of about 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.

It is undeniable that in the depressed market environment, the adjustment of business strategy is very important for the development of enterprises. The 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.

"Crossing the border" 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.

In 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.

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.

The downturn in the men's wear industry has also hurt the upstream textile companies as their suppliers. 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.

With the domestic market declining and the external demand weakening, the textile industry has not yet seen a revival of anticipation this year, and the effectiveness of many enterprises has even been greatly reduced.

Confusion in the busy season

In May this year, Feng Zhu textile announced that as a wholly owned subsidiary, Shandong Yutai phoenix bamboo textile limited liability company 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.

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%.

"The gross profit margin of the textile industry is not high now. In the doldrums, if the price rises, the market share will be lost. If the price is not increased, the enterprise will lose money again. This is really a very painful choice. " A local textile enterprise official said.

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

Looking for comprehensive competitive advantage

Faced with the current situation, some experts have suggested that 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 product competitiveness of enterprises in the segmented market, 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.

In the past, the flat structure of industrial clusters has not adapted to the 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.

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.

It is learnt that, while consolidating its original fabric business, the Evergreen Group continues to push forward the transformation 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.

Some have extended the industrial chain, while others have promoted the influence of their own industry through the research and development of large platforms, strength and brand awareness.

In 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.

"Inviting DuPont Co to Fujian to hold seminars is not only able to give customers a better understanding of how DuPont Co's new products will be used, but also to inform customers that 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. " Hong Binghuang, managing director of Hengfeng chemical fiber, told reporters.