Fierce Competition In Garment Industry Needs Pformation And Upgrading Of Brands

First half year

Caught in the closing tide.

Such as JEANSWEST and Daphne are related to "85 after" adolescence.

How are the days of the brand name listed companies in the A share market?

According to Shen Wan's men's wear,

Leisure wear, shoes and caps classification, A shares a total of 26 related industries listed companies.

This includes our familiar "Mei Bang dress", "Semir dress", "noble bird", "Hai Lan home", "Saturday", "red bean stock" and so on.

Retail stores are decreasing year by year.

Similar to the situation in Daphne, the number of retail outlets of the 26 listed companies has been decreasing year by year, and the United States has closed 1500 stores in three years, from 5220 in 2012 to 3700 in 2015.

Another brand related to youth Semir clothing, from 2013 to 2015, from 4029 stores to 3477 stores, reducing more than 500 stores.

The brand of men's clothing is 141, and store stores decreased from 2013 to 2015.

The women's wear brand has 87 stores from 2013 to 2015.

Shoes and hat brand "Saturday" from 2013 to 2015, the store reduced by more than 300.

Hong Kong shares retail stores to counter the trend of increase

The 26 listed companies' retail outlets were not all reduced, and the red bean shares were exceptions. According to the company's first quarter report this year, the company had 787 retail outlets at the end of the first quarter, 501 at the end of 2014, but increased nearly 300 stores.

Fierce competition in garment industry needs pformation and upgrading of brands

In recent years, the closure of stores, inventory backlog and tight capital chain are the problems facing many garment industries.

As early as 2011, the problem of inventory in the United States has been highlighted, the stock amount is as high as 2 billion 500 million yuan, accounting for nearly 30% of the total assets.

Under the pressure of inventory, Smith Barney began to turn to Internet marketing.

In recent years, the development of clothing brand has become more and more active in the Internet marketing. The traditional clothing enterprises are moving to the online platform to catch up with the market "cake".

In 2015, we launched a comprehensive strategic plan for the Internet.

In February 2015 and April, the company invested $7 million 500 thousand and $110 million to invest in the star business, the star wardrobe and Wakaba Chen.

At the same time, the company will also expand the "Pan fashion" business from mother to baby, cosmetology, cosmetics, medical beauty and so on from the operation, production and marketing of pure clothing under the pure line, fully implement the internationalization and Internet of the pan fashion industry, and create the strategic thinking of Online, offline, multi brand and all channels of the international fashion industry ecological circle.

In addition, some companies are carrying out industrial pformation. Kaiser Ag intends to carry on the operation of the brand authorized operation of the apparel business. On the one hand, it will charge the brand fee through authorized operation, on the other hand, it will digest the original product storage of the company through the resources authorized by the operator, while disposing of some idle assets at the same time, and revitalize the funds so as to concentrate resources on the pformation and development of the company to the pan entertainment industry.

Channel construction is full of tricks and final performance.

The pformation of marketing mode or the success of brand pformation and upgrading is mainly determined by performance.

In 2015, the overall development of the United States apparel and Internet business has entered a benign track. The state purchase, the whole network, and the fan have formed effective force points through precise positioning, so that sales revenue has increased by 123% over the same period.

Although income has increased, the pformation of the company is still facing many challenges.

The investment value of the company's core competencies for products, channels, retail experience and so on has not been fully reflected in the market end.

Affected by this, the company's net profit in 2015 was 430 million yuan.

This year, the China Daily company forecast net profit loss of 45 million, but increased 53% compared to the same period last year.

Following the online, offline, multi brand, and all channel strategy, the Chinese newspaper is expected to achieve net profit of 32 million 450 thousand yuan, down 25% from the same period last year.

In this regard, the company believes that the sales of the company affected by the market environment continues to decline, the effect of the company's strategic layout has not yet appeared.

The effect of the strategic layout of the two companies has not yet been fully demonstrated, and Semir clothing is a better company in this respect. Thanks to the continuous improvement of leisure wear business, the steady growth of children's business and the rapid development of Internet business, Semir apparel's performance in this year's report increased.

Net profit is expected to reach 490 million yuan, up by 15% over the same period last year. The company's development momentum has been good in recent years, and net profit in the past two years is over 1 billion yuan, an increase of 20% over the same period last year.