There Are Many Difficulties In The Pformation Of Rich Birds.

According to the world clothing shoes and hats net, recently, the suspension for 15 months.

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(01819.HK) the latest financial report was released. As at June 30, 2017, its net income decreased by about 382 million yuan to 412 million yuan, a decrease of 48.09% compared with the same period last year. Net loss attributable to the owners of the company was 10 million 887 thousand and 300 yuan, representing a net loss of about 141 million yuan over the same period last year.

Since the end of 2013, the report cards handed down by rich birds have been difficult to please. Frequent personnel pfers and the scandal of "fighting inside" have made the traditional clothing enterprises grow feeble.

And the bottleneck encountered by rich birds is also a microcosm of many Fujian clothing enterprises.

In recent years, affected by the continuous downward trend of economy, the cost of labor and pportation has been rising, and the influx of foreign brands has led to domestic clothing.

The leading position of the company has been hit by many shocks, and many traditional clothing enterprises have been shrouded in the winter of closing stores.

From the geographical distribution of industries, the Fujian enterprises, as one of the "four main schools", once occupied half of the men's clothing in China. Now they have suffered different degrees of profit decline.

Unsatisfactory performance

Waterloo is not without warning.

From nearly three years of earnings data, in 2014, the net profit of fortune birds was 451 million 222 thousand yuan, up 1.69% from the same period last year. In 2015, the net profit was 392 million 139 thousand yuan, a decrease of 13.09% over the same period last year, and the net profit in 2016 decreased by 59.16% to 1 billion 627 million 323 thousand and 200 yuan.

As the performance has continued to decline, the bird has stopped trading since September 1, 2016, and has applied for a resumption of trading in October 12th, but it has not been successful.

"The clothing industry is a cyclical industry. After experiencing the rapid development stage of the early years, it left many problems left behind, so many enterprises began to decline in 2014 and 2015."

Independent analyst Ma Gang, a garment industry, told reporters that the main reasons lie in two aspects. One is that the homogenization of products in the whole industry is very serious. In addition, many enterprises are positioned in the early position and brand image in the middle and high-end market, and the market is in a saturated state.

Statistics show that the rich bird was founded in 1991, and began to produce men's wear and leather shoes in 1995. In 1997, the production line was extended to women's shoes. It was one of the largest enterprises in China. It was one of the largest enterprises in Shishi. It was the third largest brand of business casual shoes manufacturer and the six largest brand shoe manufacturer in China.

However, this old clothing enterprise also failed to escape the declining trend of performance, and frequent changes in internal personnel also attracted much attention.

Since November last year, birds of fortune issued successive announcements on personnel pfers, and two independent non-executive directors and auditors have been removed.

At the beginning of this year, the company secretaries and authorized representatives resigned and the chief financial officer resigned in March.

A succession of resigns left the outside world doubtful about whether the senior team of rich birds had a "internal struggle".

In fact, the rich birds did not have tried the pformation reform. After discovering the huge market space brought by the electricity supplier, the board of directors of rich birds indicated that they should actively layout the electricity supplier field, and would enter the electricity supplier field by buying shares or acquiring the electronic business platform. At the same time, they also put forward strategies to segment the market, differentiate the layout and acquire overseas brands, but at the moment it seems to have little effect.

Transformation exploration

They belong to the listed clothing enterprises in Fujian province. 002029.HK, 601566.SH, 01234.HK and other men's clothing "carry on the handle" have been continuously reduced in recent years, and they have been largely closed.

According to the clothing industry report released by the global consulting firm Europe analysis, the current industry leaders mainly come from international brands. Among them, UNIQLO, Adidas and JACK&JONES account for three of the top five brands.

Zhuang Chunjie, a partner in the Greater China area of corporate management consulting, pointed out that Chinese consumers want more individualized style, brand image and distribution channels.

"Now consumers want to express their personality and attitude through fashion, so there is a clear need for caring for the psychological diversity of brands, products and shopping experience."

It is worth noting that with the disclosure of clothing and financial reports in the first three quarters of 2017, the men's clothing industry has a noticeable trend of warming up, which is closely related to the diversified development of enterprises and the strategy of overseas mergers and acquisitions.

After losing five consecutive years of net profit decline, the seven wolves finally welcomed the good news in the third quarter of this year.

During the reporting period, the seven wolves achieved a revenue of 773 million yuan, an increase of 19.69% over the same period, and a net profit attributable to shareholders of listed companies was 72 million 820 thousand yuan, up 14.44% over the same period last year.

Prior to this, the seven wolves in August this year, at a price of 320 million yuan to win the light luxury brand Karl Lagerfeld Greater China operation entity holding rights.

In addition to the seven wolves, the men's clothing enterprises that have accelerated overseas mergers and acquisitions and 600398.SH have been widely expanded. Recently, Hai Lan's home has announced the acquisition of two overseas companies at a stretch, and intends to acquire two cross-border import and export companies "EMPIRO MARKETING" and "MALAYSIA MARKETING" by 1 million 872 thousand and 900 yuan and 4 million 550 thousand yuan respectively.

In the three quarterly report of the textile and garment industry, Hai Lan's net profit of 2 billion 500 million yuan is undoubtedly one of the best.

From the earnings report submitted in the first half of this year, the pformation of China's men's wear enterprises has achieved initial success. In the view of Ma Gang, the profits of individual enterprises may be just normal cyclical phenomena, so it is still too early to judge that the industry's spring has arrived.

"Most enterprises are still in the stage of brand positioning convergence, and are suffering from the adverse effects of market saturation."

Ma Gang believes that more attention should be paid to pformation of talent structure, reorganization of organization and reconstruction of supply chain, and sales channels, product structure and marketing means should be adjusted at any time according to market demand changes.

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