Men's Clothing To Create A Fashion Industry Cluster Turn Around To Constantly Upgrade The Fashion Industry Chain

at home Men's wear The market continues to slump, and seek to turn around deficits. At present, CABBEEN clothing for local men's clothing enterprises continues to maintain growth in the market. In July 30th, CABBEEN clothing reported that the company's turnover was 561 million yuan at the end of June, an increase of 30.7% over the same period last year and a net profit of 149 million yuan, an increase of 31.9% over the same period last year.

At the same time, CABBEEN clothing is the first in recent years. fashion The concept Pavilion is landing, that is, on the basis of maintaining the main business of men's clothing, and combining the surrounding formats of home, styling, coffee, and so on, we create a fashion industry cluster.

In fact, China includes Seven wolves (002029.SZ), Joeone Men's clothing brands such as (601566.SH) and Li Lang have also extended the fashion industry chain. Analysts believe that creating a fashion industrial cluster brings many challenges to the management and innovation capabilities of men's clothing enterprises.

Yang Ziming, founder and chief designer of CABBEEN clothing, said: "our concept hall is not comparable with other brands, but it is a trend for the industry, and we all want to change the original model. Now that other industries are mature, they can integrate the supporting industry chain, so CABBEEN is planning to build a concept hall. In the future, we will constantly increase the fashion industry chain.

　　 Performance adverse market growth

According to the China Daily, CABBEEN's e-commerce revenue in the first half of the year was 68 million 200 thousand yuan, up 900% from the same period last year. As for the retail network, as of June 30th, CABBEEN apparel has 1061 retail outlets in 300 cities across the country, including 253 retail outlets running on consignment mode, and 26 retail stores. Department stores, street shops and shopping malls accounted for 42%, 37% and 21% of the total retail stores respectively.

"First of all, is the growth of the entire retail market or double-digit growth? The second is that our buying and selling mode has been replaced by a sales commission mode. We will have higher gross profit margin, which will lead to the increase of sales revenue. The third is the growth of electricity providers. The fourth is that our self operated store is 26, that is, 17 new businesses have been opened in the first half of this year, and the growth of self run is more than 280%. CABBEEN apparel executive director and CEO Wu Shaoqiang said.

And in the sales commission, Wu Shaoqiang said frankly, the implementation of the consignment mode in one breath brings too much management difficulty, so CABBEEN clothing selection is promoted by region. At present, the mode of consignment is mainly implemented in East China and mainly in Southern China and East China. "In the future, if we want to respond quickly to the supply chain, the selling mode will be more active in the product response. And we will really achieve effective linkage between the online and offline industries in the future, so we will push forward the transformation and transformation of enterprises step by step in the next few years. He said.

In fact, in recent years, men's wear market has been subject to high inventories and rising costs. Online retailers And so on, but CABBEEN costumes did not encounter Waterloo in performance. CABBEEN's 2014 annual report shows that the company's turnover is about 1 billion 98 million yuan, an increase of 16.4% over the same period, and its net profit is about 236 million yuan a year, an increase of 20.6% over the same period last year.

In contrast, most of the other men's clothing companies are facing a dilemma of declining performance or even losing money. Among them, seven wolves, nine Mu Wang, Busen shares (002569.SZ) net profit in 2014 fell 23.84%, 34.76% and 1792.27%, respectively. In the first quarter of this year, net profit of seven wolves, nine Mu Wang and Busen shares decreased by 39.30%, 11.5% and 46.48%, respectively.

Zhu Qinghua, a light industry researcher at CIC, said: "the reason for the rise in garment performance this year is that the environment of the garment industry is getting warmer and warmer. The inventory situation of garment enterprises is relatively ideal. In addition, the effect of most enterprises' transformation and upgrading measures has begun to appear, such as clearing low performance stores. However, garment enterprises should usher in the turning point of profit, and need to innovate in the business mode, and actively explore the field of intelligent manufacturing, and create a flexible supply chain system.

　　 Upgrading of fashion industry

Not long ago, CABBEEN fashion's "CABBEEN 33 Pavilion" was launched in Shanghai. The 1013 square meter concept hall contains eight parts, including clothing, dining, home, flower art and modeling.

"The first big shop is reflected in the rate of entry, the number of people is more than the general store. Compared to our traditional brand store, from the whole flat effect (the efficiency of the terminal store 1 square meters), it is obviously much higher than that of the small store. We have achieved 80% to 90% of the flat effect of the big store. Wu Shaoqiang said.

For cross-border, the way CABBEEN dress is adopted, through acquisitions, alliances with all sectors of the enterprise cooperation, and then fully injected into the concept store. Wu Shaoqiang revealed that the target market of the concept store is still a two or three line city. Currently, there are more than ten developers who have officially signed a contract with CABBEEN, and second concept stores are expected to land in Wenzhou.

"We expect to open one hundred concept stores in the future. In the past, a shop in CABBEEN was about one hundred and thirty square meters, and one hundred shops were open to thirteen thousand square meters. The concept store is one thousand square, if opening one hundred, it is more than one hundred thousand square business area. So later this concept store is a big sales segment for us. Wu Shaoqiang further said.

In addition to CABBEEN clothing, there are still many men's clothing brands intent on creating fashion industry clusters. At the beginning of June this year, the king of Tibet announced that a wholly owned subsidiary, the nine Sheng investment limited liability company of the industrial capital of Tibet, was planning to launch the Internet fashion industry fund with a scale of up to 1 billion yuan. The goal of the fund is through investment. Internet Fashion life related targets, "the formation of industrial layout under the background of the Internet, to create a multi brand fashion industry group."

At the beginning of April this year, the seven wolves released the annual report in 2014, saying that the company will meet the new development opportunities through transformation. "The company will try to enter some new fields through investment and acquisition, and constantly explore new business models, with a view to opening up new space and helping the company move towards the goal of the fashion industry group."

Zhu Qinghua believes that the development of the mixed group of fashion industry groups will greatly help attract people. In addition, compared with the general department stores and shopping centers, the fashion industry group is more professional.

Zhu Qinghua said, but creating a fashion industry group will bring challenges to men's clothing enterprises. On the one hand, the fashion industry group involves a wide range of businesses. Besides men's clothing sales, men's clothing enterprises also need to invest and manage other businesses. On the other hand, they have put forward higher requirements for the design level of men's clothing enterprises. The fashion industry group is playing the leading role, and men's clothing enterprises need further innovation in design.