"Internet +" And O2O Mode Become The First Choice For Men'S Clothing Transformation Road

Since 2013.

The downturn continued to 2016. A few days ago, the menswear brand YOUNGOR released its first quarter results in 2016. The main garment industry achieved 1 billion 40 million yuan in business income and 210 million yuan in net profit, which was 12.03% and 28.12% lower than that in the same period last year.

Other brands in the industry, such as nine shepherd kings and seven wolves, have not yet achieved good results.

As the brand with the highest market share in men's clothing, YOUNGOR has closed 35 stores this year, and the market trend of men's wear market has spread to the first quarter of this year.

Insiders said that the performance of domestic menswear brands will hit bottom this year, and whether the rebound will depend on whether the pformation of enterprises is successful.

General growth is low in the first quarter.

After last year's intensive

After that, local men's clothing did not usher in spring in the first quarter of this year.

In addition to YOUNGOR, the men's clothing enterprises listed in the first quarter of this year have generally failed to make profit growth.

At present, among the 6 men's clothing listed companies that have issued a quarterly report, the net profits of seven wolves, nine shepherd kings, and 3 lucky birds, belonging to the shareholders of listed companies, have declined or zero growth: the net profit of the seven wolves has decreased by 5.18% compared with the same period last year, and the net profit of the reported birds has fallen even more than that of the previous year, reaching 86.16%, while the net profit of the nine herd kings increased by only 0.36% over the same period last year.

Only the net profit of Dayang creation and Hinur has increased.

It is worth noting that although Hinur's net profit has achieved a two digit growth of 10%, its total amount is only about 5 million yuan.

From the perspective of store reduction, in addition to YOUNGOR, in the first quarter of this year, nine Mu Wang closed 26 stores.

According to the earnings data, the total number of stores in 2015 was 153, down from 2945 in 2014.

The store of Dayang's creation reached 44 by the end of March this year, with 5 stores closed in the first quarter, mainly due to the closure of the mall or the loss of management.

For the growth and decline of performance, a number of local men's clothing enterprises generally say that weak market demand is a major factor affecting their performance.

According to the recent retail sales data of consumer goods released by the National Bureau of statistics, in March 2016, sales of clothing, shoes and hats and needle textiles increased by a new low, an increase of only 4.4% to 348 billion 200 million yuan, far less than the 9.8% increase in 2015, and also a sharp slowdown compared with the 8.4% increase in 1-2 months.

Transformation is everywhere

Under the pressure of continuous weakening of the environment, the pformation of men's clothing enterprises is also imperative.

Take YOUNGOR as an example, although the revenue and net profit of the main garment industry have declined, the overall net profit of the company has increased by 76.3% over the previous year.

In response, YOUNGOR said that the reason for the year-on-year increase in net profit was that the real estate sector benefited from the policy support and the difference in the project carried forward. The average gross profit margin of the real estate project settled substantially increased compared with the same period last year, and realized net profit of 1 billion 49 million 678 thousand and 100 yuan, an increase of 201.48% over the same period last year.

In addition to YOUNGOR, the seven wolves and nine herd kings have begun to take the road of integration of production and finance.

Nine Mu Wang invested 12 million US dollars in Korea's clothes house.

The seven wolves invest in multi metre music and set up Hua Yi Fashion Fund to invest in lifestyle and consumer culture related lifestyle industries.

The seven wolves said that the future will revolve around the strategy of "investment + industry", and build a fashion consumption ecosystem including supply chain, brand, channel, communication and capital, and open up the M & a space.

Touch bottom rebound and rely on pformation results

The Research Report of Shen Wan source is optimistic that, from the perspective of the fundamentals and the wheel movement of the plate, the order of the adjustment of the sub industry is generally

Casual wear, home textiles, men's shoes, men's wear, high-end men's wear and women's wear.

At present, the sub industry turns to the men's clothing industry. It is expected that the men's wear industry will see the bottom in 2016, and the performance elasticity will be greater. The success or failure of the pformation is the key to decide whether the business performance can rebound.

Xu Weihong, a clothing industry observer, told the Beijing Commercial Daily reporter that the pformation of local men's clothing enterprises is currently focused on three major strategies: creating fashion brands, increasing customization, and giving full scope to power suppliers.

Especially in the "Internet +" and O2O mode of force, has become the domestic men's clothing brand generally choose the path of pformation and upgrading.

Xu Weihong said that although these men's clothing enterprises are actively pforming, trying to find new profit points, but in the face of the overall market downturn, business performance recovery still takes time.