Men's Clothing Enterprises: "No Worst, Only Worse."

It is not too bad to describe the performance of menswear company with "no worst, only worse". Only 3 of the 8 men's clothing enterprises that have disclosed three quarterly reports have achieved growth. Among them, the performance of the civilian brand Hai Lan's home is the most eye-catching.

　　 Hai Lan's home The three quarterly report released recently shows that the company's revenue and net profit in the first three quarters increased by 70.5% and 83.57% respectively. Among them, the third quarter single quarter revenue and net profit increased by 95.57% and 86.12% respectively. Orient Securities released research report, Hai Lan home income growth mainly from channel expansion and store efficiency improvement. According to its further analysis, the number of brand stores in Hai Lan's home market is expected to be around 3240 in the first three quarters, increasing by 353 compared with the beginning of the year. In addition to the rapid growth of the channel, the average sales area of the new shops in recent years is 230 square meters, much higher than the average 160 square meters of the old stores. In addition, the company has also actively promoted the development of two in one, three in one store. As of the end of the three quarter, it is estimated that there are already more than 60 stores.

However, in Men's clothing industry During the deep adjustment period, not all men's clothing enterprises are doing well like Hai Lan's home, and more men's clothing companies are still trapped in the mire of declining performance and struggling.

In the first three quarters of the first quarter, the operating income of the news birds rose to 2.82% yuan, increasing to 1 billion 595 million 900 thousand yuan, but net profit fell 18.89% to 126 million 900 thousand yuan. The three quarter achieved 597 million yuan in revenue in the single quarter, up 16.04% over the same period last year, but net profit fell 20.02% to 59 million 720 thousand and 900 yuan. With the increase of the retail outlets of the retail outlets, the growth of the terminal expenses and the continuous increase of the selling expense rate are the main reasons for the net profit decline. At the same time, the increase in the handling of special sales products also reduced the gross profit margin of the company.

Business leisure men's "leading" enterprise is more miserable, revenue and net profit is still "double slide" state. 1~9 realized revenue of 1 billion 495 million yuan, down 15.07% compared to the same period last year, and net profit was 307 million, down 27.99% compared to the same period last year. The seven wolves also failed to escape. In the first three quarters, its operating income was 1 billion 731 million yuan, down 25.06% compared to the same period last year. Net profit was 228 million yuan, down 38.74% from the same period last year.

Always pursued High-end products The business route of card slave road can be described as "miserable." 1~9 month actually revenue 491 million 700 thousand yuan, down 7.04% compared with the same period last year, net profit is only 12 million 366 thousand and 700 yuan, a sharp fall of 87.41% over the same period. What is more surprising is that the third quarter single quarter performance loss, realized revenue 126 million 700 thousand yuan, down 18.03% compared with the same period last year, net profit loss -782.33 million yuan, a sharp fall of 167.24% over the same period.

In the first half of the year, the loss has been seen. In 1~9 months, it realized revenue of 7.316 billion yuan, down 18.76% compared to the same period last year, and net profit continued to lose -3339.443 million yuan, down 166.67% from the same period last year. The three quarter single quarter revenue was 264 million 100 thousand yuan, a year-on-year decline of 5.43%, net profit loss of -1461.542 million, a sharp fall of 360.32% over the same period.