Men's Clothing Industry Open Shop Growth Mode Unsustainable Pformation O2O Consensus

In the first half of this year, Busen shares and Hinur made the worst list of men's wear list by losing tens of millions of dollars. Following that, net profit of card slave Road, seven wolves, nine shepherd, and good news birds fell by 77.03%, 40.70%, 24.80%, 18.01%, respectively.

Affected by the overall decline in performance, many garment enterprises have been forced to join the customs shop.

There are 347 wolves, 73 nine herdmen, 53 families and 46 Hinur stores. The number of shop closes reflects that the way of shop growth has come to an end. The men's clothing industry is repeating the mistakes of the sporting goods industry.

In many men's clothing listed companies, the seven wolves shop the most.

According to the company's report, as of June 30, 2014, the number of terminal channels was 3155.

In December 31, 2013, the company had 3502 terminal channels.

Accordingly, in the first half of this year, seven wolves closed stores (including franchised stores and direct stores), reaching 347.

The number of stores has also been confirmed by the company.

Last year, the company reduced its net sales by 505 stores, and some of its profits were not ideal, and the direct outlets which could not effectively carry out the brand image dissemination would be warned until the closure.

According to the industry, the industry has spent at least 1 million yuan on each store.

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 the past few years, there has been a huge bubble, and now is the time to "squeeze bubbles".

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 up shop earlier than men's clothing enterprises, and the growth bubble has burst even earlier. As early as 2009, Lining and other enterprises showed that the shop was difficult to keep up and the inventory of sales channels was full.

Li Ning Co announced recently that as of June 30, 2014, the company's first half loss is expected to expand from 184 million yuan in the same period last year to no less than 550 million yuan, of which the net sales loss was 300 million yuan.

In 2011, when Busen went public, it set up a near perfect shop target for itself.

By the end of 2010, Busen shares had 752 Direct stores (cabinets) and 11 franchisees (cabinets), with 900 stores in 2011, 1000 in 2012 and 1200 in 2013.

However, in the first half of this year, the net profit attributable to shareholders of listed companies of Busen is expected to be 35 million 80 thousand and 500 yuan ~3168.56 yuan, down by -380% ~ -410% compared with the same period last year.

The card road is a similar road.

As of December 31, 2011, the number of chain stores was 318.

By the end of 2013, the total number of shops in card road was 531, an increase of nearly 70% compared with 2 years ago.

But in terms of performance, the company expects net profit of 19 million 647 thousand and 800 to 39 million 295 thousand and 600 yuan attributable to shareholders of listed companies between January 2014 and September, an increase of -80.00% to -60.00% over the same period.

However, the pleasure of setting up shop to drive the growth of performance has come to an end. The increase of rental and manpower costs has exceeded the increase of income. The income of men's clothing enterprises has barely kept up.

In order to restore the vitality of dealers, only a large number of shops.

As of the end of June this year, the number of direct and terminal terminals was 2990, compared with 3264 in 2012, a decrease of 274.

With the number of stores decreasing, revenue fell by 16.56% in the first half of this year.

In the view of experts, the survival of garment enterprises will not improve in the short term. The tide of closing stores will continue. The trend of electricity suppliers is irreversible. The survival of physical shops will become more and more difficult. The traditional clothing enterprises should think about how to integrate the advantages of the entity store and the electricity supplier.

It is worth noting that many garment enterprises are in the layout pformation.

Mei Bang apparel (002269) opens its door to Hangzhou's first O2O experience shop in the country, marking the landing of its O2O strategy.

Experiential shops provide consumers with coffee, WiFi, tablet computers and other services and consumer experience, thus attracting consumers to stay in the shop for a long time to use tablet computers or mobile phones to access the Internet, login and download the brand owned APP, in order to achieve the pformation of offline users to mobile APP.

Zheng Hongwei, Semir fashion director, has made it clear that the company will implement the strategy of "walking on two legs".

First, continue to promote the existing Semir brand and balbala brand O2O mode development, to achieve the integration of online and offline business system.

Semir brand and Barbara brand will launch differentiated products on the Internet.

The two is to launch a new Internet brand, including "brother Lai", which is directly oriented to consumers through e-commerce.

Through quality supply chain and scale advantage, the company provides high-quality and cost-effective products for consumers.

More companies directly abandon the clothing main camp.

Busen shares, which lost more than 30 million yuan in the first half, have announced their abandonment of clothing business.

In August of this year, Busen's restructuring plan showed that all the clothing assets of the company would be sold to Busen group, while the paction price of 4 billion 170 million yuan was put into the assets of Hong Wah agriculture. The main business of Hong Wah agriculture was rice cultivation and sale.

Prior to July, the 100 round trousers industry announced the purchase of 100% stake in Tesco at a paction price of 1 billion 32 million yuan.

In the field of men's wear and clothing, enterprises with diversified investments in areas other than clothing are also everywhere.

Generally speaking, a series of actions such as Internet pformation, mergers and acquisitions, closing stores and so on can not change the company's current performance decline. However, some agencies have said that the pformation of the Internet by garment enterprises is a "trend of the times".

Seven wolves: net profit fell year-on-year: 41.02% in the first half of the number of stores: 347

The semi annual report showed that the company's operating income in the first half of the year was 1 billion 23 million yuan, down 28.07% compared to the same period last year. The net profit attributable to shareholders of listed companies was 151 million yuan, down 41.02% compared with the same period last year, and the earnings per share were 0.20 yuan.

The company expects net profit of 186 million yuan -2.61 billion yuan in 1-9 months in 2014, a decrease of 30%-50% compared with the same period last year.

Seven wolves said that the decline in the reporting period was mainly due to a reduction in orders received by the company in 2014.

During the reporting period, the company implemented the channel optimization project, formulated corresponding support measures according to the actual situation in different regions, and continued to integrate the terminal stores that lack profitability to enhance the efficiency of terminal stores.

As of June 30, 2014, the number of terminal channels was 3155.

Online channels, the company achieved sales revenue of about 130 million yuan in the first half of 2014, an increase of more than 20% over the same period last year.

The main male menswear of Fujian, nine year old king, reported that the company achieved operating income of 971 million 91 thousand and 800 yuan, a decrease of 16.56% compared with the same period last year, operating profit of 268 million 157 thousand and 100 yuan, a decrease of 31.03% compared with the same period last year, and net profit of 218 million 458 thousand and 600 yuan, down 24.8% from the same period last year.

The king also announced that it would terminate the recruitment project of the marketing network construction. It was found that 90% of the clothing listed companies failed to achieve the expected benefits.

In the first half of this year, nine Mu Wang closed 73 terminal stores, and the number of Customs stores increased by 14 over the same period last year.

In addition, nine Mu Wang also announced the sale of 15 shops to raise funds to buy, terminate the implementation of marketing network investment projects, the use of equity investment projects remaining funds 920 million yuan permanent supplement liquidity.

As the highlight of the investment and investment projects, nine Mu Wang originally planned to invest 1 billion 320 million yuan in marketing network construction to raise funds.

As of June 30th this year, the construction project of the nine Mu Wang marketing network has invested 398 million yuan, and has purchased 23 stores. The total revenue generated is only 6 million 10 thousand yuan, which is no higher than the regular interest income of banks.

The first half of the menswear brand, nu Di Road, achieved operating income of 365 million yuan, down 2.5% compared to the same period last year. Net profit was 20 million 190 thousand yuan, down 76.7% compared with the same period last year. The net profit of -1666 in the second quarter of this year was $10000, which is the first time it has suffered losses.

As of June 30, 2014, the total number of stores was 478, representing a net decrease of 53 compared to December 31, 2013.

Among them, there are 312 Direct stores (including 20 airport stores, 9 Hong Kong and Macao stores) and 166 franchised stores.

BOC International analysis showed that sales and management fees were out of control during the reporting period due to adjustment of stores and large stores.

The sales cost increased by 46.3%, which resulted in a 14.2 percentage point increase to 42.5% and a 13.7% increase in management fees, resulting in a 1.5 percentage point increase in management fees to 10.6%.

The main reason for the increase in the cost rate is the sharp increase in the related expenses of the shops, such as the wages of the employees, the rental of the stores and the expense of the shopping malls, and at the same time, the profit of the 01Men store has not yet been realized at the beginning of the operation.

In the whole year, due to the fact that there will be no more stores in the second half of the year, and considering the factors of income growth, the cost rate will be better than in the first half.

Hinur: net profit fell year-on-year: 135.26% in the first half of the number of stores: 46

Hinur announced in August 20th that there were no more than 15 shops that had been sold or leased, and the funds were used to build the new project of Hinur men's industrial park and optimize the marketing network construction.

According to the introduction, the total purchase cost of the proposed store is not more than 500 million yuan, and the paction party is non related third party. The pricing principle is valid for one year based on the fair price or the price of the market.

The above shops are partly in the business district, which has been immature, partly functional changes in the business district, some of the business district and the company's brand positioning is not in line with the situation, some of the network management situation has not reached the expected situation.

The newspaper showed that the company closed some inefficient and invalid shops in the first half of the year, with a net decrease of 46 stores.

Up to the end of the year, there were 651 stores.

Hinur has lost the first time since its listing, with a net profit loss of 18 million 779 thousand yuan in the medium term.

Retail and group buying businesses are not as good as expected.

According to the analysis, clothing consumption in the first half of this year basically continued the weakness of last year, and terminal consumption continued to be sluggish.

Only the home textile sector turned off.