The Brand Will Further Strengthen Personalization And Youthful.

According to the world clothing shoe and hat net reporter, 2016, November, China

The purchasing managers index (PMI) was 51.7%, an increase of 0.5 percentage points from last month, continuing the upward trend.

Data show that the expansion of consumer goods manufacturing industry continues to accelerate.

Consumer goods manufacturing industry PMI was 53.2%, an increase of 1.5 percentage points from last month.

Among them,

PMI, such as apparel and other industries, has continued to expand rapidly.

Reporters also learned that since the end of the year, along with the domestic garment retail data has been warmer, the local well-known women's clothing brands also showed a steady improvement trend, and in the capital market frequently, wiegnas intends to 4 billion 500 million cash in Korea brand "Winnie bear", langzi stock subsidiary 100 million to increase the Korean cosmetics company L&P equity, Kaiser culture and by training IP operation "self circulation ability" to enlarge and IP realization of the key ability of revenue, a series of operation of the relevant listed companies attracted the eyes of the industry.

As the local high-end women's clothing brand's Song Si Si, enters the fourth quarter, the main brand operation appears stable.

Recently, reporters learned that in the first three quarters of this year, the main brand revenue of the company declined by 8.6%, mainly because of the obvious decline in revenue from the channel of support given by the distributor, but the direct channel still grew by 17%-18%.

At the beginning of the fourth quarter, the operation of the company has improved and the terminal sales revenue has increased. Therefore, it has adjusted the profit margin policy of the distributors so as to restore the two digit growth of the brand revenue in 10-11 months.

According to the world clothing shoes and hats net,

It will further strengthen the individuation and youth of the brand, while continuing to adjust the terminal store structure (the number of stores is expected to be flat with 2016), so as to achieve the potential of brand value.

Not only that, in 10-11 months, with the good performance of the main brand, all brands of the company have achieved double digit sales growth.

Sub brands: in the 1-10 month of this year, EdHardy brand store efficiency increased by about 17% over the same period, and estimated that the average single store sales 60w+/ months, and the growth rate in October was significantly accelerated. Meanwhile, the sales performance of new stores was outstanding, and the annual performance is expected to exceed expected growth, and net profit is expected to break 100 million.

Up to now, EdHardy has added 10 stores to 94 stores. EdHardy Skinwear is actively testing the market and adjusting the category structure, with a total of 11 stores. It is estimated that there will be about 20 new stores in Skinwear in the first half of 2017, and the promotion of online channel construction.

Laurel has opened 9 stores, and the company is vigorously supporting brand development. It is expected that the number of stores will increase to 17 by the end of the year. In 2016, it will be the Laurel brand cultivation period and look for breakeven in 2017.

IRO acquisition is being actively promoted. If we look forward to the early 2017,

As for the signs of good turning of the song's main brand, Cheng Jiaoyi, a securities analyst at Zhongtai securities, believes that the main benefit is that under the circumstance that the franchisee's overall business situation is more optimistic, he correctly contracted the support policy of franchisees, and strengthened the operation support for distributors and accelerated the speed of inventory elimination.

Cheng Jiaoyi said, according to the terminal research, 1-10 months EdHardy brand sales in the same store increased by 17% (including new stores, including sales increased by 59%), taking into account the brand operation tends to mature in the process of new store incubation period significantly shortened (the basic shop is profitable), the annual net profit is expected to exceed expectations.

In Cheng Jiaoyi's view, the core power behind the sustained and beautiful growth of EdHardy in the future comes from:

1, orderly extension: at present, there are about 97/13 stores in EdHardy/EdHardy Skinwear stores. It is estimated that in 2017, about 10+/30 homes will be added, and the number of shops that can open more quickly will be about 250~300.

2, endogenetic hematopoiesis (passenger rate * passenger flow * conversion rate):EdHardy product update is fast (every two weeks), product strength is strong (4 orders will be interspersed with joint special contributions), with efficient and refined terminal operation, passenger flow conversion rate is expected to continue to improve.

At the same time, the brand user stickiness, the Gao Fugou rate (50-60%) attribute is prominent, the guest unit price is high and the elasticity is bigger.

EdHardy is expected to follow the expected performance in the future.

Reporters learned from the financial reports that the company sells direct sales and distribution modes, and the marketing network covers the whole country. Its stores are rich in resources, mainly located in shopping malls or shopping centers in the core business circle of the city.

By the end of the three quarter, ELLASSAY had opened 357 stores nationwide, compared with 2015 at the end of 2015. EdHardy has been incorporated into the company since April 30, 2016, and 107 stores have been opened in mainland China and Hong Kong, Macao and Taiwan as of the end of the three quarter. Laur L has opened its first store in April 2016, and has 8 stores as at the end of the three quarter.

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According to the insiders, the quality of the store has been continuously improved by the presence of some of the existing shops upgrading and phasing out the brand image.

With the continuous expansion of business, in the future, he will further enhance the bargaining power of the channel, and the cooperation with the channel will also be more strategic cooperation, which will help to win more high-quality stores in the competitive core business circle.

Cheng Jiaoyi said that he was well versed in fashion brand selection and industrial operation, and was determined to win the high-end fashion brand operation rules. His strong execution power was initially reflected in the efficient landing of the layout brand.

At the same time, he has made clear the brand selection and post investment management principles of future layout, and the following catalytic activities lie in the restructuring of IRO, the operation of multi brand, and the in-depth layout of the company.

Cao Yitang, senior observer of the famous clothing industry, said that the three most profitable links in China's apparel industry are: the most recent links with consumers, the most valuable links, the right to price fixing and the right to price distribution.

Clothing retailers are closest to consumers, familiar with consumers, relying on store clothing quality or adopting big data means to achieve the purpose of attracting consumers; the value of designers is increasingly reflected, giving their talents and ideas to the clothes designed; good stores often have strong pricing power and distribution rights.

In Cao Yitang's view, clothing brand operation mainly depends on whether its positioning is clear and whether integrated marketing is systematic and skillful, while the competition in the clothing industry, including the entire consumer goods industry, is becoming more and more intense. It can not rely on "attracting fresh", such as relying solely on changing spokesmen or running shows; integrated marketing is the development trend of the industry, and companies that have clear brand positioning and brand equity (fame, conversion rate, repeat purchase rate) can create value.

Cao Yitang also said that from the perspective of the industry value chain, the two sides of the smile curve, that is, enterprises with expertise in design and brand, are more competitive in the market.

The value creation in the field of costume manufacturing lies in the pformation of supply chain, and the need for longer industrial reforms and technological breakthroughs.

According to the world's clothing and shoe net, it is mainly engaged in the design, development, production and sales of high fashion. It is committed to building the "China Fashion Group". It owns two major brands, ELLASSAY and WITHSONG, and has acquired the German senior women's clothing brand Laur L, the American fashion luxury brand EdHardy, and the French luxury designer brand IRO, and its business layout is expanding.

More attention, please pay attention to the follow-up report of world clothing shoes and hats net.