Men'S Clothing Industry Is In Serious Situation. Price War Is Really Hard To Fight.

The management of men's clothing industry is grim. One obvious manifestation is the decrease in the number of stores.

In the first quarter of this year, YOUNGOR closed 35 stores, and nine Mu Wang closed 26 stores.

There were not many stores in the creation of Dayang. As of the end of March this year, there were 44 stores and 5 shops in the first quarter, mainly because of the closure of the mall or the loss of management.

In men's clothing companies, YOUNGOR is the boss.

OK, YOUNGOR is a weathervane.

The latest quarterly report shows that the fierce price war in men's clothing industry has spread to YOUNGOR.

In the first quarter of 2016, the main business of YOUNGOR brand clothing realized 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.

According to the statistics of the China National Business Information Center, in 2015 1-12, the retail sales of clothing commodities of hundreds of key large enterprises decreased by 0.3% compared with the same period last year. After the two digit increase in 2013, the negative growth occurred for the first time, of which men's clothing decreased by 1.2% compared with that of the previous year. The retail sales of all kinds of clothing increased by 6.4%, and the growth rate was 6.7 percentage points faster than that of last year.

With the increase of volume and decrease, brand enterprises' characteristics of price war are marked.

Sales decline, is the fuse of the price war; in order to protect the quantity, each family or the active or passive reduction, the result is the profits of all men's Wear Companies decline.

Six men's clothing listed companies have been released quarterly. Among them, YOUNGOR, seven wolves, nine shepherd, and good news birds have lost or net profit attributable to shareholders of listed companies. Only the net profit of Dayang creation and Hinur has increased.

It is worth noting that although Hinur's net profit has achieved 10% digit growth of two, the total amount is only about 5 million yuan, which is not very big.

And with this result, Hinur also made a little outsider's "smash".

Hinur has spent hundreds of millions of dollars to purchase a number of shops. In the first quarter of this year, Hinur had already rented 18 shops that had been purchased, earning 2 million 406 thousand and 500 yuan.

In order to save money, Hinur's R & D center was moved from the seven building of No. two international headquarters of Beijing science and Technology Park, Fengtai District, to building 58 of the East Ring Road, Zhucheng, Shandong, and to vacate the office building of "imperial capital" to be sold and leased to the outside world.

If there is no such action, he will probably make a small discount if he doesn't have much profit.

The management of men's clothing industry is grim. One obvious manifestation is the decrease in the number of stores.

In the first quarter of this year, YOUNGOR closed 35 stores, and nine Mu Wang closed 26 stores.

There were not many stores in the creation of Dayang. As of the end of March this year, there were 44 stores and 5 shops in the first quarter, mainly because of the closure of the mall or the loss of management.

The channel is originally an important channel for men's clothing brand.

Under the impact of the department store, the flow of people is decreasing, and men's clothing is inevitably impacted.

Many industries have cycles. From the overall situation of men's clothing, the recession seems inevitable.

In the declining period, the ambitious ambition of developing and expanding is no longer the first task. It has become a number one event in the world to remain steady and survive in the price war.

The latest results of the above six men's clothing listed companies show that almost all bosses are doing one thing: to cut back on their expenses and control expenditure, and to save money will not let go of a single person.

YOUNGOR saved about 20 million yuan in management expenses; seven wolves saved nearly 3 million of the management fees; nine Mu Wang saved about 1 million of the management fees; 2 million of the management fees for the wedding birds, and 5 million of the sales cost; and the sale cost of the shell was saved by about 23 million yuan.

Only the sales and administrative expenses of Dayang created a flat or growing trend.

During the boom, many companies wanted to expand their business scope, enrich their product lines, and develop multiple sub brands beyond their sub brands to attract more consumers.

During the recession, men's clothing companies are just like gardeners to do plant protection. One of the countermeasures is to cut out the branches and drones, so that the main force can consolidate the money and get through the difficult period.

News birds revealed that retail sales continued to slump because of the continued downturn in the terminal retail business, the decline of the main brands, the slowdown in the growth rate of HAZZYS brands, and the other brands, San Angelo and flangdon, continued to implement the contraction strategy because they did not conform to the brand development trend.

There is also a counter attack.

In addition to the main brand YOUNGOR, since 2009, YOUNGOR has set up a new young brand GY and volume customization brand MAYOR, acting as the Hart Schaffner Marx of the American urban leisure style, the original HANP brand with green hemp as raw material, and further introducing YOUNGOR WOMAN and YOUNGOR KIDS in 2015 to explore the market of women's wear and children's wear.

Li Rugang, vice chairman of YOUNGOR, said before that clothing industry is a huge demand for Chinese market. It is a basic daily necessities. Under the current price war environment, the most important thing for enterprises to do is to ensure good quality and reasonable price.