Analysis Of The Development Of Men'S Wear Industry In China By The Analysis Of The Seven Listed Men'S Clothing Enterprises

Analysis of seven domestic listed men's clothing enterprises how to seek profit growth point

In the past two years,

Has been in a downward trend.

Men's clothing enterprises can no longer be as simple and crude as they used to be to increase their sales performance by increasing the number of shops they open.

In the face of the depressed market, many men's clothing brand enterprises have chosen to integrate channels to change their lives, pform their modes, and develop them in a diversified way, so as to seek a breakthrough and seek new profit growth points.

With the annual reports coming out, the performance of the domestic men's clothing brand, which is suffering from the dilemma of "high inventory and terminal downturn", is almost a collective fall in 2014.

According to statistics, the number of men's clothing enterprises in 2014 was dismal: the annual revenue of the seven wolves was 2 billion 390 million yuan, down 13.79% compared to the same period last year, and net profit fell by 24.19% compared with the same period last year. Busen menswear's operating income in 2014 was 480 million, down 26.21% compared with the same period last year. Net profit was -1.04 billion, down 1820.16% compared to the same period last year. The Canal Road Road business income in 2014 was 699 million yuan, a decrease of 12.41% compared with the same period last year, and net profit of 14 million 920 thousand yuan, a decrease of 90.01% over the same period last year.

The downturn in the men's wear market is not only a decline in performance, but also a closure of stores.

Public data statistics, in the first half of 2014, the card slave road closed shop 53, nine Mu Wang closed 73, Hinur closed 46, seven wolves closed 347.

In fact,

The decline in performance is not the cold of 2014. In the past two years, the industry has been in a downward trend.

Men's clothing enterprises are no longer able to increase their performance by increasing the number of shops they opened. In the face of the depressed market, many men's clothing brand enterprises have chosen to integrate channels to change their lives, pform their modes, and develop them in a diversified way, so as to seek new profit growth points.

YOUNGOR integration channel

In April 18th, the first "YOUNGOR house" opened in Nanjing. The "YOUNGOR house" gathered many brands, the 1~3 layer was the commercial area, the 4 level was "the elegant Salon", and the 5-6 level children's club was also about to open.

YOUNGOR currently has about 3000 outlets nationwide, accounting for more than 90% of its direct business.

In the first quarter, the company expects net profit to increase by 70%~90% compared with the previous year. The textile city block has been increased by about 570 million yuan.

YOUNGOR's plan is to integrate its channels, develop into the multi brand hall, change the channel construction into membership, and lay a solid foundation for O2O.

The next line will be integrated into 1000 or less stores, and strive to build more brands.

Experience shop and develop to shopping center.

In the next five years, the membership size of the company will be expanded from millions to tens of millions, and products can be customized according to the needs of members, including the health care products that the company may involve in the future.

The main business of YOUNGOR's clothing industry is in good condition. In 2014, the income of clothing business has not declined. Net profit growth is better than revenue growth.

In 2015, YOUNGOR women's clothing was listed on sale in 5 stores in Shanghai, Hangzhou and Ningbo, and the sales area and product category will be expanded in autumn and winter.

Electricity supplier, YOUNGOR online sales in 2014 amounted to billion yuan.

In 2015, the electricity business sales target increased by 50%. At present, YOUNGOR's online and offline share of the same price is 10%~20%, and the proportion of new products will continue to improve. The company is laying the foundation for the complete O2O channel operation.

Many years ago, YOUNGOR, which has extended its real estate and invested in two new business segments from the clothing industry, has chosen the industry with high gross profit for its diversification attempt.

Not long ago, YOUNGOR actively sought pformation and explored the layout of the big health industry.

The company set up a health industry fund, the first investment of 1 billion yuan, looking for investment projects around the medical and health industry, including the restructuring and reorganization of state-owned large and medium-sized enterprises mixed ownership, VC projects with breakthrough or revolutionary technology and business models, equity investment in growth and expansion, and merger and acquisition of leading industries.

But it is worth mentioning that after buying new horses and borrowing Hart Marx, YOUNGOR has found the world top fabric supplier Cerruti 1881 for high-end volume customization brand MAYOR.

The move seems to be showing that YOUNGOR's main business is still clothing.

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Shanshan injection of new energy resources

In April 13th, Shanshan shares announced that the company decided to increase the capital of Ningbo Shanshan New Energy Technology Development Co., Ltd. and Ningbo Shanshan Electric Vehicle Technology Development Co., Ltd. with its own capital by 400 million yuan and 450 million yuan respectively. After the capital increase, the registered capital of the two companies will be changed to 500 million yuan.

The diversity of Chinese fir is becoming clearer.

Statistics show that the registered capital of Ningbo Shanshan new energy and Ningbo Shanshan electric vehicle company is 100 million yuan and 50 million yuan respectively.

Taking into account the company's current business and future business expansion needs, and Ningbo Shanshan new energy, Ningbo Shanshan electric vehicle as the main body of investment and expansion of the company's lithium ion materials business and new energy vehicle business; the current capital increase is mainly considering the company's current business and future business expansion needs, and is conducive to the development and long-term planning of the subsidiary.

While making bigger and stronger lithium ion materials business, the company actively layout and enter the field of new energy vehicles, which is in line with the company's industrial layout and strategic planning.

Recently, the Phoenix bird and Italy's high-end men's shirt brand Kay Mitchell worked together. The bird said that with the support of the company's strong multi brand operation platform, with reference to the successful experience of agent HAZZYS and the advantage of high price performance of Kai Mitch, Kay mitchin can achieve rapid growth. By 2019, the store will grow to 440 and become the top three of the industry.

So far, under the banner of the wedding bird, 3 overseas clothing brands have been represented, and 5 independent brands, such as the wedding bird, flangton, Root, Saint Angelo, and BONO.

In addition, volume customization will become the focus of the future business development of the birds. The Alibaba jointly launched the C2B whole category private custom business to seize the high-end personalized customization business market space.

As early as 2013, the news birds began to adjust the marketing network construction, while digging deep two or three lines of urban potential outlets, encouraging the original franchisees to expand their stores, and basically formed a multi-level, comprehensive coverage of the marketing network layout.

In addition, its "Phoenix Shang pin" brand integration store, which has been built since 2012, has not only set up the independent and agent brand of the Phoenix bird, but also has entered the apparel brands at home and abroad, such as IFIF and FINITY, and has opened nearly 300 integrated stores in the whole country.

The company also set up a good news bird venture capital company, using the Rong Yin investment platform to promote the development strategy of "industry + investment", and quickly joined the small ghost network and Renren technology, opening the merger.

In order to better develop O2O business, this year, the news bird will launch the hybris system on the basis of this system, and connect WeChat terminal, company website, APP and third party platforms and stores seamlessly.

Through investment, acquisition and many other ways, we can create a Menswear brand group, push high-end customization, set up a large store and set up venture capital, and the strategic intention of the multi brand, all channels and internationalization of the wedding bird is obvious.

These initiatives are undoubtedly conducive to the use of social networking platform to promote the Internet process, realize the layout of the electronic commerce platform, achieve the rapid expansion of the new brand with the help of high quality franchisee channels, develop and cultivate new business growth points, and further realize the overall layout of pformation and upgrading.

The annual report shows that in 2014, the news birds achieved 2 billion 275 million yuan in business revenue, an increase of 12.72% over the same period last year, and a net profit of 134 million yuan, attributable to shareholders of listed companies, down 16.6% compared to the same period last year, achieving EPS0.23 yuan.

Good news bird said that with the support of the company's strong multi brand operation platform, in the future, the good news birds will continuously introduce the trend trend brand and rapidly realize the extension.

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Li Lang keeps open shop.

This year, the company continued to pform and innovate, focus on the core competitiveness, adhere to the strategy of improving quality, increase product development and supply chain management, make products more personalized, and increase the original proportion and cost performance.

In terms of retail channel adjustment, he indicated that he would continue to improve channel management, continue the renovation plan of store decoration, and close down low benefit shops, and change the strategy of opening stores in provincial and prefecture level cities.

In the second half of last year, distributors have set up 10 large stores in shopping malls in various districts with satisfactory sales.

The 2014 annual report shows that although the world economic situation is still complex last year, various environmental factors have a certain impact on China's consumer market, but the company's performance has resumed growth during the year, and its turnover increased by 5.8% to RMB 2 billion 433 million yuan. The annual profit of the group was RMB 555 million yuan, an annual growth of 7.5%, and the net profit margin increased by 0.3 percentage points to 22.8%.

As of the end of December 2014, there were 3079 shops in the group, including LILANZ shops.