Who Will Win The Top Three Designer Brands?

According to the world clothing shoes and hats net,

Group Limited by Share Ltd officially landed at the Shanghai Stock Exchange on the last day of May, issuing 60 million shares and raising a total of 424 million 800 thousand yuan.

The market value of the company is close to 3 billion yuan.

Earlier this month,

Also passed the SFC audit, due to its Ma Yun holdings and attracted much attention.

Competitive brands are also dominated by designers.

Brands, which are inevitably taken out for comparison, and of course their predecessors, have landed in the southern part of the Hong Kong stock market in October 31, 2016.

Focus on original design

For designer brand, its core competitiveness is design ability.

The same is the pursuit of originality, personality and fashion. The highlight of Jiangnan cloth is nature and self. The style of the main fashion is free and free.

In order to ensure the quality of design, Jiangnan cloth dress was founded in 1997, and has been working hard to create a designer team. From the chief creative director to the chief designer, each group has worked in the group for more than 15 years, and the team has launched more than 3000 styles every year.

Although the brand is positioned as an original designer brand on the day, though it seems to be a very bright market position now, such a "non mainstream" choice means higher entry barriers and more "aura" that can be acquired in the fashion circle at the beginning of creation.

By the end of 2016, there were 166 designers on the day.

In view of the three core brands, di Su also set up an independent designer team and set up professional R & D personnel such as accessories, fabric development and pattern design.

At present, the R & D center has 153 members, including 20 designers, and the chief designer has more than 15 years of fashion design experience.

"The company's self-designed fabrics, innovative fabrics and clothing technology, and all kinds of products have always adhered to independent research and development, ensuring the uniqueness and innovation of the company's quarterly products."

The prospectus shows that compared with the general garment enterprises, the company's design and research department has a higher degree of innovation and uniqueness.

As of April 26th, the company had 1560 registered copyrights of pattern or dress matching. The insistence on independent design and development ensured the company's consistent design style and provided sufficient guarantee for the sale of the company's products.

It is precisely because of the excellent design ability of such brands that the product has a strong identification degree to meet the growing demand of consumers, and the unique style of clothing ensures the strong customer stickiness.

For example, the latest report of Jiangnan Buyi shows that the company's membership consumption accounts for 63.6% of the revenue. In 2016, customers who contributed more than 5000 yuan contributed 1 billion 330 million yuan in income, while the more active members reached 180 people in at least two times in 180 days.

Multi brand operation

If women's clothing enterprises rely heavily on a single brand, there will be greater uncertainty about the company's future business performance and marketability.

Therefore, the three brands are most similar. They also focus on the main brand as the core, extending the brand matrix involving women's clothing and men's wear.

The brand structure of the day's broadcast is based on the "broadcast: broadcast" brand oriented to the mainstream female consumer groups. There are also two brands of "PERSONAL POINT" (PPT) for the cutting-edge fashion women, the main middle and high tide brand "CRZ", and the brand Taoray Wang of Wang Tao's personal designer who is investing in advanced career women in 2015. The total number of styles is over 2000.

"By expanding the category, we seek a more diversified source of income on the one hand, and on the other hand cover different groups in the family, which can effectively increase the customer's rate of re purchase of the brand."

On the day of broadcasting.

However, in addition to the good profits of the main brand, the PPT market which was launched in 2007 is not good. Even after the repositioning in 2011, it has not been able to achieve new development in the market.

By the end of 2016, the total number of sales terminals in the country was 886, including 179 outlets, 82 distributors and 625 outlets.

In 2005, DAZZLE launched the "DIAMOND" brand. In 2010 and 2011, it launched the brand "DIAMOND DAZZLE" and "d" zzit. In 2016, it also launched the "NA BY DAZZLE" brand with the famous singer Na Ying. The product was located in the 18 to 45 year old female consumer group with the most clothing consumption ability, covering the high-end, high-end and mid end brand women's clothing market respectively.

Among them, the market share of "DAZZLE" is 1.54%, accounting for more than 6 of the main business revenue of the company. From 2012 to 2014, the annual compound sales growth rate is 29.62%.

In 2015, the sales of young D zzit brand reached 573 million yuan, an increase of 17.02% over the same period of 2014.

Jiangnan Buyi's latest financial report shows that as of the 6 month of December 31, 2016, the business income of Jiangnan Buyi was 1 billion 310 million yuan, an increase of 22.4% compared with the same period last year, a net profit of 227 million yuan, an increase of 24% compared with the same period of last year, and the main reason for the increase in income was the growth of open shops and same stores.

In the past six months, Jiangnan Buyi group has opened 182 new stores, reaching 1498 stores and two or three lines of cities.

Brand layout, in addition to JNBY, its banner also has men's clothing brand sketches, young children's wear brand JNBY by JNBY, professional women's wear brand less and juvenile dress brand Pomme de terre.

Among them, JNBY is the main source of group income, and the income of a single brand is 62.9%.

In addition, the children's wear Department has increased by about 60%, far faster than men's wear and women's wear.

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Multiple competitiveness

From the perspective of scale and profit, the prime minister must be better.

According to its prospectus, from 2014 to 2016, the scale of operating revenue for the year is maintained at around 1 billion 800 million yuan, the annual compound growth rate is 1.16%, the annual net profit scale is maintained at about 500 million yuan, and the annual compound growth rate is 6.27%.

It is worth mentioning that the gross profit margin of Di Su fashion from 2014 to 2016 is 73.55%, 74.54% and 75.17% respectively.

In the daily broadcast, Jiangnan Buyi, and other comparable and listed women's clothing companies far ahead.

From June 31, 2014 to June 31, 2016, the operating income of Jiangnan Buyi year was 1 billion 400 million, 1 billion 600 million, and 1 billion 900 million yuan, respectively, with gross margins of 58.4%, 61.42% and 62.56%. In July 2016 December, the operating income was 1 billion 300 million yuan and the gross profit margin was 64.37%.

The daily broadcast fashion realized business income of 911 million yuan, 898 million yuan and 949 million yuan respectively from 2014 to 2016, although the scale was smaller than the other two, but gross profit margin continued to grow.

Prospectus shows that from 2014 to 2016, the daily gross profit margins were 58.84%, 61.73% and 61.74% respectively.

And the fund-raising, daily broadcast and earth element all put the target on the construction of marketing network.

The prospectus shows that the total amount of fund-raising is about 2 billion 413 million yuan, of which 500 million yuan is used to supplement other working capital related to main business, and 1 billion 777 million yuan is used to invest in marketing network and brand building projects. 95 million 793 thousand and 200 yuan and 40 million 110 thousand yuan are used respectively for information system upgrading projects and R & D center construction projects.

This also means that 73.64% of the fund-raising proceeds will be used for marketing.

According to the data, there are 992 retail terminals at the end of 2016, and the majority of retail terminals are located in important business circles of major cities in China.

However, in some emerging cities, the number of sales terminals is relatively small, and there is still much room for market penetration and coverage.

According to the daily fashion prospectus, the IPO expects to raise 552 million yuan, of which 347 million yuan will be used for the company's marketing network construction project.

According to the plan, the company will build 209 Direct stores in the next three years, including 10 flagship stores, 46 image stores, 15 club stores and 138 standard stores.

As a matter of fact, no matter whether they are local or Japanese, they are closing some shops.

The reason why "shop on the same side and close the shop" is that the fashion of the day shows that the 2014 days of 2016 have closed 121 stores, and the main business performance is not up to expectations.

However, it is believed that the main reason for the closure is that the company will eliminate poor performance shops, adjust its business strategy and optimize its operation structure, which will help to improve the company's continued profitability.

Apart from that, brands are more focused on differentiation.

Compared with other brands, the local fashion is relatively less productive.

In the prospectus, the company also indicated that it took part in the production mode of partial processing, fully commissioned processing and small batch self-made production, so as to minimize the company's operating costs and concentrate its attention on higher value-added links.

The fashion industry's light asset model, clothing industry observer Ma Gang also said, "at present, the domestic manufacturing industry has been surplus, the use of social forces can already match production.

The advantage of light assets is to facilitate rapid expansion of enterprises. This mode is suitable for early development and strong brand strength.

The daily broadcast has spent tens of millions of dollars on R & D management systems and order systems over the past few years.

Since 2014, the "VMI" (Vendor Managed Inventory) supply mode has been used in the daily distribution of "small batch and multiple batches".

The advantage is that dealers do not need a one-time full order. They only need to meet the store's target stock at the order meeting, which reduces the financial pressure on dealers.

The daily broadcast will generate daily sales information according to the sales situation of the store. The factory can complete the order production within three days after receiving the application form, and supply it quickly.

"The order of day 70% is outward production, and the factory only has 160 parking spaces, which mainly deals with fast reverse production."

According to Gong Zong, director of supply chain of Japan Broadcasting Group, the order volume of a day's broadcast is about 50 to 600 thousand units, plus about 4000000 of the annual volume of fast reverse.

The first volume is not much, but sometimes a return of 2 - 30 thousand, the highest record is 7 - 80 thousand, which is rare in the production of clothing brand enterprises.

At present, the custom business of women's wear is also gradually developing.

In the new round of brand pformation, JNBY is also becoming younger.

Now they are paying more attention to customers aged 25 to 30.

For this reason, JNBY began to boldly use fabrics other than cotton and linen.

Over the past two years, the most popular platform for communication with JNBY is VICE.

This is the most popular new media platform for young people to replace the traditional fashion platform, becoming the first choice for JNBY.

No matter what, with the launch of the release, they will all stand on the platform of capital, and the new round of competitive dance will start again.

More interesting reports, please pay attention to the world clothing shoes and hats net.