Affected By External Environment, Traditional Men'S Clothing Industry Continued To Decline.

In recent years, influenced by external environment, tradition

Industry boom continued to slide.

During the reporting period of 2015, under the circumstance of no obvious recovery in consumer demand,

Consumption also basically continued the weakness of last year.

Happily, it has already included Li Lang, CABBEEN, and nine herd kings.

The first to find breakout direction and persevere in self-improvement for many years, and achieved some good results last year.

As the leading enterprises in the domestic brand men's clothing industry to take the lead in going out of the industrial downturn, the three companies have continued to maintain a good upward trend in sales revenue and net profit data through their input and pursuit of originality and fashion in the supply chain, focusing on improving the store efficiency strategy at the retail end, and improving the quality and not raising the price.

In this period, we interpreted the 2015 performance report of Fujian men's menswear. We hope to provide some reference ideas and inspirations for other enterprises in the industry by revealing the breakout paths of these three enterprises.

Market will see bottom this year?

From the performance tables compiled by reporters in hai DU, it is easy to find that the three most popular companies in 2015 were the Li, nine, and CABBEEN.

The performance of other enterprises has both positive and negative consequences. Especially, the two big tycoons of the seven wolves and rich birds have a negative growth in the core index "net profit".

"Compared with previous years, 2015 is the most difficult year for the textile industry."

Garment industry observer Ma Gang has previously said that before the extensive and rapid development, the traditional clothing industry has gradually refined its pformation from the entire ecological chain under the pressure of increasingly rational consumption mentality and rising channel pressure. On the other hand, new business models and business formats are constantly emerging, while some traditional brands are facing pressure, while some new business models are developing against the market.

As for whether the weak market rebound of Li Lang, nine Mu Wang and CABBEEN can continue and drive the entire Fujian faction men's clothing to break through, many people in the industry believe that it depends first on whether these enterprises' strategic pformation can find the core breakthrough like these three enterprises, and at the same time, persevere in pushing forward the pformation.

Zhang Fasong, a Menswear observer in Fujian, pointed out that in the two more fashionable fashion men's wear sections in Guangdong and Zhejiang, on the narrow road of brand building, whether the other Fujian men's men's clothing can effectively integrate the national and global fashion industry resources with new thinking or mode will be the key to open the new blue ocean quickly.

Whether it is revenue or net profit, the absolute number and growth momentum of the men's clothing are quite strong. They are already the leaders of Fujian Style Men's wear.

Although this has something to do with the trend of clothing retailing, the industry pointed out that in recent years, adhering to the strategic guidance of "upgrading quality without raising prices" and the spirit of change that dare to subvert are the key to success.

Building a fashion consumption ecosystem

Besides good products, terminal pformation is also an important reason for Leon to get out of the trough.

According to the annual report, in the period of 2015, the company reduced 123 LILANZ inefficient shops and department stores, and completed 280 renovation stores throughout the year, which greatly improved the overall efficiency of store operation.

It is noteworthy that during the reporting period, the brand of Lang Lang completed a four year renovation plan for shop decoration, and the training work of distributors was also completed according to plan. These measures improved the efficiency of shops and supported the final growth of sales promotion and revenue.

Not only did Li Lang speed up retail pformation, but also the increase in CABBEEN's turnover in 2015 was also due to the importance of improving overall efficiency and profitability of all stores.

During the reporting period, CABBEEN actively tried new business models, and launched a trial of "concept experience life hall" and "top quality shop" at some direct terminals.

Among them, the "concept experience life hall" is a collection of all aspects of men's fashion and leisure. It consists of men's clothing, advanced customization, books, coffee light food, design and exhibition activities, forming a male fashion experience club and an open art fashion space, bringing consumers a new multi sensory and multi-dimensional shopping experience.

The "superior shop" provides consumers with lower rate and higher cost performance products under the existing brand framework of the company, so as to meet different consumer groups' differentiated consumption needs.

In the view of Zhou Shaoxiong, chairman of the seven wolves, cross-border is also the most important part of the new model.

In the past year, the company will take part in the new business mode and format through investment, establish the strategic direction of "industry + investment", and create "fashion group".

In the field of fashion and consumption, the company will consider more cooperation with all kinds of professional institutions, make use of its connections and resources in the corresponding fields, and invest in the corresponding industries, so as to seek possible cross-border cooperation and M & A opportunities, and create the company's big fashion consumption investment.

Zhou Shaoxiong said in his annual report.

Deep test of "Internet +" strategy

Another move in the pformation is to explore ways to promote sales through the Internet platform and to conduct a comprehensive deployment for the development strategy in 2016.

In terms of how to increase sales quota, the expansion of network channels, apart from the sales of Tmall as the main channel, Wang Liangxing revealed that this year, Li will continue to use Tmall as the main online sales channel, and develop a brand new micro customer group platform. Through online communication with target consumer groups and providing trial service to nearby stores, it will conduct diversion for offline platforms, which can also effectively enhance the flow of passenger shops and single store operation.

In the depth of traditional business and Internet integration, nine Mu Wang also made his own exploration.

Analysis of the annual report said that in 2015, the size and proportion of the company's stores increased, and the terminal Ping efficiency improved significantly.

By the end of 2015, the number of direct and franchised terminals was 2792, of which 877 were direct terminals and 1915 were joined.

"Mature entity marketing network provides strong support for the construction of online and offline integration."

Lin Congying, chairman of Limited by Share Ltd, said that the company has been committed to grasping the new opportunities brought by the Internet.

In June 2015, the company set up the Internet fashion industry fund to prepare for the layout of the Internet industry. In July, the subsidiary company entered the mobile Internet business with the participation of mobile shopping guide operators to the heart cloud technology. In August, the subsidiary set up a new cultural industry fund, and completed the equity investment in the Korean home, and began to excavate the Internet and industrial value.

It is noteworthy that, before the cooperation between the nine Mu Wang and the electric brand Han Du Yi house, the new brand of the electricity supplier was launched, not just the operation link, but the whole industrial link of the brand, from design to product to operation, both sides will intervene.

More importantly, through the "Han Du Yi House +" business model, provide flexible supply chain, IT system, warehousing customer service system, strategy, finance, talent and other aspects of support.