Clothing Industry Is Still Far From Net Profit Rising In Spring.

In the past two years, the clothing industry seems to be showing signs of recovery after concentrating on stores and cleaning up inventory.

A few days ago, in combing the annual performance notice of 15 garment enterprises in China, 11 enterprises showed a year-on-year rise in net profit, compared with 4 in the same period last year.

The enterprise owes it to the contribution of the electricity supplier channel.

So, relying on the pformation of sales channels, can garment enterprises usher in this spring? Most industry observers have given negative answers. In their view, this is only a short-term warming phenomenon after the inventory of clothing enterprises, and has not changed the downturn of the clothing industry in real terms.

70% corporate net profit rise

Medium term net profit rose 11 enterprises.

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And other consumers familiar with the clothing industry, which has significantly improved performance of the case.

For example, in the mid 2014, the net profit of the Company attributable to shareholders of listed companies was -1878 million yuan, down 135% compared with the same period last year. The company's 2014 annual report shows that its net profit is still in a state of deficit.

However, in the first quarter of this year, net profit was turning into a deficit, and the company expects a net profit of 5 million yuan in the medium term.

Similarly, the 2014 mid term earnings report showed that the company's net profit attributable to shareholders of listed companies was 160 million yuan, down 6% compared to the same period last year. In the first quarter of this year, the net profit of 76 million 590 thousand yuan was increased by 0.6% yuan, compared with the same period last year.

It is worth noting that in the above 15 Enterprises

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, and the shares of

The net profit of the 4 apparel companies showed a year-on-year decline, and the US dollar apparel industry expected the largest net profit decline.

According to its prediction, the first half of this year, the United States apparel industry is expected to achieve net profit of -1.5 billion to 0 billion yuan, compared with the same period last year, 179 million yuan net profit, the US bond net profit has been positive negative.

In the clothing business people's view, the majority enterprise net profit rises year by year has added the confidence for the enterprise.

Industry insiders say that the garment industry has brought about a natural recovery after reducing its burden.

At the same time, leading enterprises take advantage of resource advantages, actively layout pformation, and performance growth will continue to improve.

Electricity providers become the biggest bright spot

From the past downturn to the current rise in profits, what is the result of the garment enterprises' performance regain? By combing the above 11 companies' earnings reports, we find that the "sales of electronic business" has become the focus word they mentioned.

In the 2015 mid-term forecast, it said that in the first half of 2015, the company continued to deepen the restructuring and integration of the Internet business with the user centered approach, effectively opening up the organizational pformation of the enterprise platform, so that the company's business performance continued to maintain growth trend, and its operating income increased by 8.5% over the same period. Hai Lan's home also mentioned in its earnings report that the company was developing the traditional format rapidly while improving the complementary mechanism of online and offline sales combination, opening up new channels for network sales, and cultivating new economic growth points.

But it is worth noticing that, after reviewing the earnings reports of many enterprises, it is found that enterprises in the earnings report did not explicitly put forward the share of profits brought by the e-commerce platform in their total profits, and tried to contact the relevant responsible person on this issue, but the response was "not very clear."

In addition, the relevant person in charge of the "bird and bird" also said that the electricity supplier did help in the improvement of the company's performance, but did not give specific data.

With the change of consumption mode, the electricity supplier is becoming a new sales channel in various industries, and the garment industry is not outdated.

An anonymous expert analysis shows that the profit brought by the electronic business platform for garment enterprises accounts for only about 20% of the total profit, and its contribution is still limited.

At present, the clothing industry still relies on the traditional marketing and sales mode. Poor stores continue to lower the level of revenue and net profit. The 20% share of the electricity supplier is unable to fill the vacancy in the short term.

Spring is yet to come.

When the profits of most garment enterprises rose year by year, the industry showed the anticipation of the warmer garment industry.

Data show that China's clothing market retail sales growth slowed for three consecutive years in 2011-2013 years, and the growth rate in 2014 was basically the same as in 2013. In the first half of this year, the performance of garment enterprises showed an increase in performance, and the growth rate of each sub sector continued to improve.

However, judging by garment analyst Ma Gang, the judgment of spring arrival in garment industry is still too early. He pointed out that the rise in net profit of garment enterprises in the first half of the year is only a regular cyclical phenomenon.

"Garment enterprises have retained some problems in the rapid development stage of the past few years, such as high inventories, and garment enterprises are trying to solve their inventory problems, resulting in a decline in their performance.

However, since last year, enterprises have basically solved the inventory problem by means of various marketing methods such as online business platform, which has led to the rise in performance.

But this is not to say that the garment industry has entered the stage of warmer and warmer. The apparel industry will increase the inventory of new products because of the competition under the online and offline industry, so it is easy to enter the downturn cycle again. "

Ma Gang is called.

With the emergence of the role of e-commerce channels, more enterprises will also be trapped in the hope of getting rid of the difficulties of e-commerce channels.

In this regard, including Ma Gang clothing industry insiders further said that the current electricity supplier channels can not become the main driving force for the continuous rise of clothing enterprises performance.

They said: "at present, most garment enterprises have to increase the electricity supplier because they are afraid of being attacked by other businesses, and the layout of the Internet is in a passive state. Therefore, the enterprises do not spend all their energy on the construction of the electricity supplier channel. This also leads to many similarities among the garment enterprises. Besides the price war, there is no core competitiveness yet."

However, compared with the immature e-commerce website, the disadvantages of the offline stores as the main channel of clothing enterprises are becoming more prominent.

"The traditional marketing mode is low in business efficiency and slow in marketing process, which increases the cost of enterprises to a certain extent. In the long run, the traditional marketing mode will eventually be eliminated."

Ma Gang further said that the electricity supplier channel has not become a mainstay, and traditional channels are also encountering challenges of cost and consumption habits. Under this background, clothing enterprises can not really get rid of the downturn in the short term, and still have several steps away from the spring.