Look At The Local Three Men'S Clothing How To "Counter Attack"

Li Lang, L2, CABBEEN, Hai Lan's home camp revenue

Recently, the clothing brands released the mid term earnings data.

According to China's mid term earnings report, net profit increased by 2.4% to 248 million yuan in the first half of this year, despite a decline in turnover.

At the autumn order meeting, the total amount of the total amount of the order "LILANZ" increased, the total amount of the order "L2" increased by 10% to 15%, the increase was higher than that in spring and summer; the turnover of CABBEEN clothing reached 429 million 400 thousand yuan in the first half of the year, up 28% from 335 million 400 thousand yuan a year; net profit increased by 47.1% from the same period last year, from 76 million 909 thousand yuan in the same period last year to 113 million 100 thousand yuan; Hai Lan's home business achieved 5 billion 683 million yuan in the first half of the year.

Where is the beautiful revenue data coming from?

If a brand is known for publicity at the beginning of its initial stage, then climbing to a certain height will return to its original product and return to its original product.

Li Lang is a typical case.

From 2003 to 2004, the annual performance of Li Lang was only 100 million yuan, and the advertising cost was about 60000000. In contrast, its performance is nearly 30 times that of the past, while the advertising fee has been reduced by half.

In the past, Li Lang won by advertising. Today, it wins the market with good price performance.

It is reported that the company has a set of meticulous design and research and development mode, so that products can be broken through step by step from R & D design.

Parity mode: with UNIQLO.

Beautiful battalion income is not enough by product alone, but also has good marketing mode.

The head of Hai Lan's home has left a heroic saying: "fight with UNIQLO".

It is understood that Hai Lan's home added 277 to 3164 stores in the first half of the year, and its brand revenue was 4 billion 825 million yuan, an increase of 42.30% over the same period last year, thanks to its unique parity mode, that is, "upstream credit sale system + downstream financial affiliate system".

Hai Lan's home, by increasing the proportion of upstream buyout, guarantees low supply price, makes the product more cost-effective and ensures the company's profit sharing.

In terms of franchisees, Hai Lan's home is exempt from the deposit for the new franchisees and the old franchisees who extend the contract. The franchisee with a yield of less than 15% will maintain a high proportion of 35% and reduce its capital pressure, which makes the channel sales rate exceed 70%.

Designers are not the only ones who design products.

When it comes to product design, we usually think of fashion designers. Behind mature brands, it is not just a designer.

Nowadays, many brands incorporate design into the marketing system, allowing consumers to participate in the design, so that the brand can interact with the market.

It is reported that the product planning and brand planning of Fujian seven wolves were two different groups of people. In the future, the seven wolves will connect design management and supply chain management, and the design director is responsible for the communication between product design and supply chain management. This approach is also in line with the development of internationalization and individuation.

Closing shop? It's not necessarily a bad thing.

Over the past year, the Internet has opened up, and many brands have been keeping up with the news, resulting in a strong "closing shop tide". These seemingly negative news is not necessarily a bad thing for the brand itself.

In order to perfect their own channel construction, allocate capital investment rationally and further enhance brand image, the major brands often try to extract the essence, turn off the poor quality stores, leave the essence part and expand them in a targeted way, which is the optimization of their own structure.

"Big shop + direct camp +O2O"

The mode of direct operation has a long history. Ten years ago, big store direct + affiliation agent was the best way for the us to quickly occupy the market. Now the big shop upgrade and the brand usher in the "experience spring" is the collective wisdom of many brands.

In Zhuzhou, Hunan, a new service provided by Internet tools has been launched in the store of the United States and the whole circulation, cloud storage and cloud payment. The double line operation of "one shop out of stock and nationwide search for goods" has improved the inventory backlog while driving the turnover rate of goods.

Men's clothing enterprises should focus on mode pformation when they fall into 2014 groups.

With the announcement of the announcement of the termination of restructuring of Busen's Brand Company, the cumulative decline in the three day after the resumption was over 20%.

Stock is only an intuitive reflection of company performance.

This year, Busen's net profit in the third quarter was -4563.56 million, down 554.74% compared with the same period last year.

Collective fall?

According to statistics, in the first three quarters of this year, the performance of nearly 60% clothing listed companies declined.

Reporters combed the third quarter of 2014 men's clothing brand enterprise's earnings report found that men's clothing brands are almost falling.

Seven wolves announced the first three quarters of operating income of 1 billion 731 million yuan, a year-on-year decline of 25.06%; net profit attributable to parent company 228 million yuan, down 38.74% compared to the same period; the company expects 2014 annual performance fell to 20%~40%.

The first three quarters of the year were 1 billion 495 million yuan, down 15.07% from the same period last year, and the net profit attributable to shareholders of listed companies was 306 million yuan, down 27.99% from the same period last year.

In the first three quarters of the year, the company's revenue was 2 billion 641 million yuan, down 18.76% compared with the same period last year. Net profit attributable to shareholders of listed companies was 146 million yuan, down 166.67% from the same period last year.

The three quarterly report of 2014 announced by the wedding birds showed that the company's operating income in the first three quarters of the company was 1 billion 596 million yuan, an increase of 2.82% over the same period last year, and the net profit attributable to shareholders of listed companies was 127 million yuan, down 18.89% from the same period last year.

Kaiser shares in the first three quarters of 2014 achieved operating income of 355 million yuan, down 1.93% from the same period last year, and realized net profit of 7 million 373 thousand yuan, down 67.85% from the same period last year. In the three quarterly report, Kaiser shares also predicted net profit of 5 million 80 thousand yuan to 12 million 700 thousand yuan in 2014, down 50% to 80% over the same period.

The reasons for the decline in corporate profits are basically the same, "macroeconomic impact", "weak terminal demand", "channel reform" and so on.

Kaiser shares believe that the main reason is the fierce competition in the market, the terminal demand of the textile and garment industry is still weak, the terminal sales pressure is large, the profit margins are reduced, and the company's operating profit has declined.

The seven wolves believe that the main reason is that the decline in orders from customers in 2014 will result in a sharp decline in revenues.

Hinur said that the main reason for the decline in performance was due to the macroeconomic impact, terminal consumption continued to slump, and the company to help the franchisee ease the pressure on inventory, reorganizing channel products, resulting in a decrease in sales of franchised stores.

Busen shares attributed the decline in performance to the fact that the overall market situation of the company is still grim, the clothing terminal market is weak, the customer orders are reduced, and the sales scale is declining.

"The cost of new and old businesses has increased, but the new growth point has not been fully released" dragged down the company's performance.

In the view of Liang Runyi, a clothing retailer consultant, the reason for the decline in the profits of menswear brand revenue is more important. These enterprises do not really care about the whole internal management system, and the internal friction is very serious, especially in the layout of internal communication and organizational system.

In addition, the focus of enterprises is not practical enough, the market layout is not refined enough, and so on, is also one of the reasons.

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Channel reform and survival

With the terminal demand of garment industry sluggish, inventory pressure too large, resulting in the decline in profit margins, men's clothing companies have begun many ways to survive, first of all, to close stores.

Seven wolves are strengthening the integration of offline channels, including the continuous closure of inefficient stores. In the first half of 2014, the total number of stores closed 347, with a total number of 500~600 stores closed in 2014.

The proportion of franchised stores is large.

Other men's brands are also closing the store by closing their stores.

As of June 30, 2014, the total number of stores was 478, compared with 53 in December 31, 2013.

Nine Mu Wang closed 73, the card slave road closes 53, Hinur closes 46.

For the shop, Wang Liangxing, chairman of the man's clothing, does not deny that his brand has such a status quo.

"Li Lang has also closed many stores, but our strategy is very clear. Now it is the retail era. More professional retail managers are needed. Dealers who are not professional are rich enough to open a shop, but now they must be pformed or eliminated."

Wang Liangxing said that the store is for pformation and upgrading, dealers also need pformation and upgrading.

On the other hand, these brands are also exploring the electricity supplier channel and O2O mode.

Seven wolves said that the current line is still dominated by clearing stocks, and explore online and offline linkage.

In October of this year, seven wolves announced that the "Wolf Totem" brand was the ultimate shirt in the Suning dual channel to open the pre-sale.

The person in charge said that the product will create the ultimate single product through pre purchase, online customization mode, and subvert the marketing mode of the traditional clothing industry.

Nine Mu Wang also launched the "E mall" platform in September this year.

At the same time, the company has established line and line integration working group to promote O2O related business, the future will focus on the operation of inventory integration, order integration, "E business city" three aspects.

Under the line of happy birds, shops continue to slow down, and actively develop e-commerce business, is actively working with Tmall, Jingdong and other cooperation.

Chen Shixin, a clothing expert, said that one of the characteristics of men's clothing sales channels is that the operators and owners of brand shops are mostly franchisees and agents all over the world. Many of the franchisees are "husband and wife shops", but the strength is weak, but the number is huge.

In today's environment, we need direct outlets, large agents and some powerful franchisees in headquarters to pform to professional retailers. Then we need a professional retail management team and a certain scale to adjust.

From the brand headquarters, it may be necessary to integrate and optimize some franchisees with weak operations.

Close down the loss stores, further streamline the quantity, and at the same time force e-commerce, with this new channel to meet the needs of a wider range of consumers at a lower price.

Mode pformation is fundamental

In the men's clothing industry, while the family of Hai Lan has grown up against the trend, its performance has been outstanding.

According to the results of the financial report, 1~9 of the Hai Lan home company achieved 8 billion 145 million yuan in business income, an increase of 70.5% over the same period last year, and a net profit of 1 billion 613 million yuan to the parent company, an increase of 83.57% over the same period last year.

It is reported that Hai Lanjia company this year for the layout of shops, on the one hand, the location of bad shops to close shop, on the other hand, the new shop focus on the area to upgrade, not to pursue the number of shop opening; at the same time, the electricity supplier mode adopts the online and offline O2O mode, the company's electricity sales revenue grew rapidly, is expected to grow by 300%~400% this year.

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