Local High-End Women'S Clothing Is Cold: Waterloo'S Revenue Is Suffering From "Misfortune".

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The vigorous development of domestic high-end brands to face the challenges of international luxury goods.

Domestic high-end

In the mid-term performance report this year, 002612.SZ explained the decline in both revenues and net profits.

The company achieved operating income of 570 million yuan in the first half of 2015, down 7.79% from the same period last year. However, net profit fell to 43 million 266 thousand and 500 yuan in the "Waterloo", down 55.48% from the same period last year.

Frequent movements seek pformation

It is understood that

In 2000, the brand of the same name was set up to enter the high-end women's clothing market in China.

Since then, in the six consecutive years in the country's major retail enterprises located in the top five high-end women's clothing brands.

In August 30, 2011, he listed on A shares of the Shenzhen stock exchange, offering 50 million shares, offering a price of 35 yuan / share, raising a total of 1 billion 750 million, and rising 34.57% to 47.1 yuan on the first day of opening.

"The so-called high-end women's clothing in China is not clearly defined. Generally speaking, the price of a single garment is not in the winter.

It's about 2000-5000 yuan or so.

Apparel retail expert min Guangya said.

With the continuous economic growth, China's clothing consumer market has also increased rapidly.

After some of the top international brands of women's clothing entered the domestic market earlier, some low-priced fashion brands also landed in the Chinese market one after another.

These enterprises have obvious advantages in capital, talent and design, and have a complete set of business models from commodity planning, design, production to retail.

"The gradual entry of international brands has intensified the competition of domestic women's clothing brands in the field of dress.

fast

And the electricity supplier has lowered the overall price of the domestic garment industry. "

Min Guang ya.

In order to sell, the discount strength of LAN Zi is quite modest.

The promotions on its official website can even reach 91% off, while about seventy percent off is a common discount.

In other words, a more than 3000 dress can be bought after a discount of one thousand yuan.

Many industry experts point out that discounts are damaging to brands, especially high-end brands.

He clearly realized that discount does not solve the problem.

The company's recent moves are becoming more active, and the strategy of pforming the "Pan fashion ecosystem" is gradually emerging.

In April this year, she invested $7 million 500 thousand in the "star Wardrobe".

Star wardrobe APP, taking data mining technology as its core, is moving from a fashion based traffic distribution mode to a self built platform for mobile providers.

Subsequently, the company announced the acquisition of Hong Kong listed companies joint stock 226 million shares with HK $1 billion 193 million.

The latter, in June this year, bought WPT operators wholly-owned by 214 million yuan, and devoted themselves to building the eco industrial circle of intellectual sports.

This also means that the pan fashion ecosystem constructed by Langer has actually formed a circle.

At this point, the group will have A, Hong Kong stocks and three Korean listed platforms.

Langer said that in the future, we should expand the business of mother and baby, cosmetic, cosmetic, stylistic education and other fashion businesses, and create a "Pan fashion ecosystem" covering the lifestyle of "clothing, food, shelter, beauty and medicine". There will be more investment and merger actions.

Local high-end women wear cold

In fact, more than just a long time, another more veteran baozi came out in June of this year.

Baozi, born in Canada, became a local brand after its acquisition by Chen family in 90s.

The Kenneth Chan family with keen sense of smell has smelled the great opportunity of the mainland, and quickly entered the domestic market, and the appearance of baozi seems to be the first three of the domestic women's clothing brand for a time.

By the end of December 31, 2014, the total sales volume of baozi dropped by 12.1% to 1 billion 879 million yuan compared with the same period in 2013, and the profit dropped by 75% to 73 million 200 thousand yuan.

Although Kenneth Chan, the actual controller of baozi, made it clear that he would not give up fashion and clothing business, Kenneth Chan interpreted baozi's privatization as a return to A shares.

But at that time, there was market analysis that "sinking" in the declining performance in recent years, Baozi has been unable to return to the sky in the short term, this dress market is going to reshuffle.

Some businessmen from the commercial real estate department learned that brands such as long and baozi were mainly concentrated in traditional department stores in the early years. But with the rise of SHOPPING MALL in recent years, people gradually attracted people's attention.

The favorite of SHOPPING MALL is fast fashion or luxury brands and light luxury brands, so these local high-end brands are embarrassed.

In addition, the domestic high-end women's clothing industry has large market capacity and low concentration.

Publicly available data show that the overall market capacity of high-end women's clothing in China is about 68 billion. In the 2012-2015 years, the sales of high-end women's clothing in China increased by 33.3%, significantly higher than the overall level of women's clothing industry.

However, the market concentration of domestic high-end women's clothing enterprises is still at a relatively low level. The total market share of the top ten brands of high-end women's clothing sales in China's major retail enterprises is 25.21%, still lower than that of men's clothing and children's clothing.

"The essence and connotation of some high-end clothing prices and brands are not consistent, they need to go down from the original altar.

The phenomenon of high price of some brands in China will also be reorganized until the rational state is returned.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., a clothing industry marketing expert, said that with the lowering of tariff on imported garments and the increasing number of international brands entering the Chinese market, the domestic high-end clothing market will face a new round of shuffling.