Strategic Report Of Apparel Home Textile Industry In 2015

We believe that in 2015

The terminal retail market will maintain steady growth; most of the new field and new business expansion process of the enterprise is still in the initial planning or even conceptual stage, which will make substantial contributions to the performance in 2015. The real effect of the electricity supplier mode on physical channels is the improvement of operational efficiency, the trend will continue to be extended, and the contribution of the electric business to the enterprise performance will also continue to improve. In recent years, the concrete effect of "internal medicine operation" implemented by enterprises in improving internal operation efficiency and supply chain fine management is expected to be further reflected in 2015, and the improvement of the profit side of the enterprise will be better than that of the revenue side.

2015 terminal retail and corporate revenues have not been significantly improved.

2014 terminal

And industry revenue growth declined slightly, but the steady state of enterprises has been obvious.

We believe that in the next few years, under the backdrop of China's economic growth, the residents' income and expenditure will also remain stable in 2015.

The growth level is difficult to increase significantly, and the growth rate of terminal retail sales in 2015 is slightly higher than 10%.

1) in 2014, the growth rate of household income and consumption expenditure decreased from quarter to quarter, while the industry terminal retail growth rate dropped slightly. 2) although most of the sub sectors' revenues rebounded year by year, the overall decline in the first three quarters compared with the same period in 2013 continued. 3) the data of the 2015 spring and summer ordering society had not changed significantly, reflecting the attitude of the franchisees to be cautious.

The main points of new business growth: resource matching and business synergy

Clothing home textile enterprises mainly explore new business growth points from two aspects: widening the existing product lines and stepping into new industries. At present, the expansion process of most new businesses is still in the preliminary planning, implementation or even concept stage. Although the long-term growth space is broad, it has a substantial impact on the contribution of the industry in 2015.

We are relatively optimistic about companies that have high degree of matching in the field of resource control and new business, and have higher synergy between traditional business and new business.

Changing industry mode and promoting operational efficiency

The essential effect of the pformation of industry operation mode is the improvement of enterprise operation efficiency.

1) the replacement of e-commerce channels to physical channels is still continuing. In the first three quarters of 2014, the retail sales of "50" and "100" clothing increased by 1.5% and 1.7% respectively, and the growth rate dropped by a larger margin than the total level of clothing Zero.

Over the same period, the market size of B2C clothing products increased by 53.40% over the same period.

2) the contribution of e-commerce business to enterprises will also continue to rise.

At present, the proportion of electricity supplier income of listed companies is below 20%, and there is still much room for improvement. In 2015, the e-commerce business of garment home textile companies is expected to maintain rapid growth.

Effectiveness of business efficiency improvement

In 2014, enterprises improved their operational efficiency and achieved initial results. Among them, men's wear, home textiles and leisure three plates improved in 2014, and net profit growth was better than revenue.

We believe that in recent years, the implementation of a series of "internal medicine operations" to improve the efficiency of internal operations and supply chain management will be further reflected in 2015, and the improvement of profit margins is expected to be better than that of the revenue side.

Investment strategy: "one avoidance" and "two main lines"

Maintain the industry's "overweight" rating.

It is recommended to avoid companies that relied on the concept of "new growth" to drive valuations to improve real performance in 2015.

Active layout 1, companies that control resources and new business areas have higher matching degree, and traditional business and new business have higher synergy effect.

2, the successful pformation of the mode, the remarkable achievements in internal management reform, and the high quality targets that make substantial contributions to the performance.

Semir clothing and home textiles are recommended.