The Clothing Industry Is Showing A Trend Of Bottoming Out.

"There are indications that

The industry is showing a trend of bottoming out.

According to the world clothing and shoe net, according to the survey, in 2017, the retail sales of 100 general merchandise stores increased by 2.8%, of which retail sales increased by 4.3%, and the growth rate and growth rate of retail sales were higher than that of the whole retail business year-on-year, ending the five year growth trend.

According to data released by market research firm Ou Rui International, the retail sales of global apparel and footwear market increased by 4% to $1 trillion and 700 billion in 2017.

Statistics show that among the 41 clothing listed companies that have disclosed the 2017 performance forecast, 39 companies are pre setting up, of which 8 apparel listed companies expect to double their net profits.

* source: China Business Information Center, CITIC Securities Research Division.

In clothing,

Take the lead in recovery, men's clothing follows recovery.

The relay broke out.

Among them, men's wear and women's wear increased by 3.7% and 3.3% to 419 billion dollars and 643 billion dollars respectively, children's wear increased by 6.2% to 160 billion dollars, and sportswear increased 6.8% to 300 billion dollars.

Euro forecast predicts that the proportion of clothing and shoes sold in the channel will increase to 20% in 2021.

* source: China Business Information Center, CITIC Securities Research Division.

Based on the national policy, economic development level and the expansion of consumption demand of the Chinese people, in fact, China's department stores and luxury goods industry developed well last year. Bain's 2017 China Luxury Market Research Report also mentioned that after 20% years of deceleration growth, China's luxury goods industry ushered in a blowout growth of last year, and the mainland luxury market grew faster than the foreign market.

With the shift of the global fashion market to the East, it also gives the domestic fashion brand a broader expectation and market prospect.

2017 can be seen as a turning point in the recovery of China's consumer goods market, and consumption upgrading and industry consolidation are important driving forces.

Various groups have made efforts to show their powers.

Source: owl Research Institute

Rising domestic brands

Lifestyle shops become the new generation standard

The overall growth of women's category is faster than that of the domestic market. The growth of women's clothing and footwear comes from young consumers' preference for street wear and casual wear.

With the influx of new customers coming from the millennial generation, the growth of consumption has accelerated.

According to public statistics, the size of China's menswear retail market is expected to exceed 1 trillion and 20 billion yuan in 2018. The younger generation, quality of handicrafts and diversification of marketing are also the trend of the industry.

Compared with women, the loyalty and consumption power of male consumers with spending power are often underestimated by the market, and middle and high-end men's clothing will become the new blue ocean.

In the 2017 shopping center's attention to men's wear brand list TOP50 (click to read the original) launched by the win win big data center, the fashion casual wear came to the top of the 22 household, business dress and tide brand were listed on 14 and 9 respectively, and the designer brand and brand collection shop ranked 3 and 2 respectively, and Chinese brands accounted for 30.

{page_break}

In the morning of February 7th, Lining, a sports brand, took the theme of "Enlightenment" as his theme and brought his own shoes and clothing products to the 2018 autumn and winter show in New York fashion week.

As the first Chinese sports brand to enter the international stage, four brands are stunning.

The picture shows Lining's 2018 "enlightened road" series.

When the Chinese national team took part in the competition, the tomato scrambled eggs were modeled with a new cooking method.

After experiencing the embarrassing stage of "forcing the market to fail and the price is low", through the new concept of "Sinology culture + sports perspective + trend horizon", the product continues to increase its technological content and the market orientation of fashion, youth and sports.

Lining's share price and market value rose.

According to media statistics, its share price rose 9.88% in February 12th, the biggest gain since January 8, 2017.

According to the financial report, La Natsu Bell's operating income in the 1-9 month was 6 billion 232 million yuan, up 7.72% over the same period last year.

With LaChapelle, Puella, Candies, 7m and LaBabit et al, many brand style differences complement each other, customer orientation is interwoven and popular fashion women's clothing brand; POTE and other popular fashion men's wear brands and LaChapelleKids children's wear brands; online and offline brands, such as OTHERMIX, MARCECK, JACKWALK, O.T.R, and so on, have enriched the product line.

We should constantly consolidate the strategic operation of multiple brands and diversities, and continue to explore the mass clothing consumption market in depth with differentiated multi brand management strategies, so as to enhance its penetration in fashion consumer groups and enhance competitiveness in the clothing market.

We should expand the format, increase consumer retention time and consumption reasons, accelerate the pace of pformation and upgrading, optimize the consumption environment of physical stores, and enhance the consumption experience.

In the future, the two formats of coffee shop and clothing store can be effectively integrated.

According to the 2017 annual performance Bulletin released in February 27th, the operating income in 2017 was 6 billion 473 million yuan, a decrease of 0.71% over the same period last year, and net profit loss was 306 million yuan, down 945.81% from the same period last year.

The 10 stores opened on the same day in November 2017, opening a small upsurge in store expansion.

In December 23, 2017, the United States and 100 stores opened together, once again refreshed the speed of the industry, and are all new image style shops.

According to Zhou Chengjian, chairman of the US group, the pformation of shopping center channels is an unwavering strategy after the upgrade, and the channel will continue to be optimized in the future.

Metersbonwe has access to 305 smart stores. Double eleven has increased 46% over the same period last year. One smart store has a single day turnover of more than 1 million 500 thousand yuan on double 11, which is equivalent to one year's turnover of other brand stores.

As a new business format, smart stores are committed to matching goods, orders, passenger flow, pactions and membership digitally, and to match people, goods and venues accurately.

Customers use APP scanning code, virtual shelves, multi screen linkage, one click shopping application and other functions in stores to achieve one by one, through the digitalization of offline stores, create a new consumption mode of WYSIWYG.

Smith Barney opens flagship stores on the three party platforms such as Tmall and Jingdong to further explore the value of Internet consumption experience and create a seamless online and offline consumer experience for consumers.

After the pformation, Meters/bonwe pformed from the traditional traditional leisure style to a diversified lifestyle brand, covering the leisure wind, the trend, the urban light business, the street interest and the Sen style.

About 40% of the new stores in the United States brand have broken away from the traditional shopping district's Street store form and are stationed in the shopping centers of the emerging business circles.

Through online store and offline scene construction, we seek more interaction and resonance with consumers. Combined with social big data, we can find rules for consumers, and all the reflected data of customers can be collected and recorded. These data are used to guide business planning and enhance brand and product.

At the same time, it is also actively re combing the products and brands.

"The United States will continue to adjust the layout of the channel in the future, not only in the second tier cities, but also in the three to five tier cities, and gradually move to new retail channels such as shopping centers."

Pacific bird

According to the bulletin issued by Taiping bird, net profit in 2017 was about 473 million, up 10.73% over the same period last year.

It is expected that the company's sales will reach 20 billion in 2020, and the online sales of Tmall will reach 10 billion, which will account for 50% of the total sales.

For the first time in New York fashion Sunday, the Taiping bird brand of cat China Japan successfully opened the overseas market.

In 2018, on the fashion week of New York, through the international show, a new attempt was made to try to detect the collision and dialogue between the domestic fashion brands and the international fashion in Europe and the United States under the new retail trend.

Tmall and Alibaba's new retail strategy cooperation.

The two sides carry out in-depth strategic cooperation in such fields as brand building, big data empowerment, consumer operation, and online and offline channel integration.

Work together to explore the international market.

At YO 'HOOD's global trend carnival, Taiping bird made a "24 hour convenience store" for clothing sales across a booth, creating brand through content and marketing.

{page_break}

As the first batch of young brands to be emphasized in China, Taiping bird, who joined Lining in New York fashion week, can be said to be a successful representative of the pformation.

PEACEBIRD women's wear and Pepsi's "PEACEBIRDWOMEN x Pepsi" series of women's clothing, Mini Peace and motor racing mobilized MiniPeace MiniPeace / Disney series children's clothing, and also works with independent designer Xie Jianping to customize the original IP works "wow" series products.

On the product, Taiping bird and Pepsi, Holland designer Mikey Wormack, French designer CORALIE MARABELLE and Hongkong independent designer brand GROUND ZERO have cross-border and joint cooperation.

Data show that at present, Taiping bird has more than 4000 stores in China, and there are 5 brands under it. On average, there are 1000 stores in each brand, and 4000 new products are launched every year, equivalent to 10 new clothes per day.

Taiping bird is making itself more youthful in many ways, such as opening up multi brand strategy, diversified marketing methods, high frequency new layout, layout electricity providers, etc., aiming ahead of the market after 95, and upgrading the potential group that has not yet been fully developed by visual image and social media strategy.

Hai Lan's home, as a domestic group holding 5500 stores, has become the object of competition between Ma Yun and Ma Huateng. However, Tencent finally acquired 5.31% of the total share capital of Hai Lan's home through the subsidiary company's total paction price of RMB 2 billion 500 million yuan, and successfully invested in the company and gave huge flow support.

In August 2017, he reached new retail strategic cooperation with ALI and upgraded the new retail intelligence of more than 5000 stores under the line.

In January 2018, Liu Qiangdong, a Jingdong traffic advocate, released micro-blog's endorsement of Hai Lan's home, which announced a strategic cooperation with Hai Lan's home.

Do you think the home of Hai Lan is two times a year?

Shining his eyes, actually he has become such!

Under the line, we should open up new positions, actively enter the first, second tier cities and shopping center formats, and combine Internet technology to carry out intelligent pformation of existing stores, and open up online and offline channels.

2017 is a year of brand diversification.

After a series of acquisitions, Hai Lan's home has been expanding women's clothing, children's clothing, home, overseas and other aspects of the business market.

The development of new brands, the promotion of multi brand strategy, mainly based on Hai Lan home, women's clothing brand love rabbit, children's clothing brand love rabbit kids, business professional dress Saint keno, inventory processing brand sea, life family brand Hai Lan optimization and so on.

"Taking into account the upgrading of consumption, the company is now entering the second tier cities and shopping centers. We will use big data and constantly adjust the layout according to the data."

EICHITOO rabbit dress rises

Just now "queue up" Tencent's Hai Lan's home invested more than 1 billion 500 million to develop its female clothing brand EICHITOO, and in January 2018, the Jingdong traffic main Liu Qiangdong announced that micro-blog called Hai Lan's home endorsement, so as to announce a strategic cooperation with Hai Lan's home.

AI Ju rabbit business income in 2017 1-9, an increase of 76.96%, is a fashion, leisure style in one of the women's clothing brand; its products are divided into urban life, urban OFFICE, urban fashion three series, 120-150 square meters of demand area, the number has opened 1060, and 2018 plans to expand 400.

Hai Lan's home expects that in the next three years, AI Ju rabbit will continue its previous shop opening rhythm. After three years, the number of stores will reach 2000 or so, and the number of stores will reach 2 times the end of 2017.

According to the latest performance report released by the seven wolves in 2017, the company's revenue rose 16.76% to 3 billion 82 million yuan, and net profit rose 17.78% to 314 million yuan over the same period.

The seven wolves are diversifying and upgrading their businesses. The focus of mergers and acquisitions is to pform the high-end market, reverse the declining trend of the company, open up the window of light luxury clothing, and create new profit points.

CABBEEN released its 2017 earnings report ending December 31, 2017, operating income of 1 billion 89 million yuan, a decrease of 6.18%, net profit of 203 million, an increase of 11.11%.

In 2017, the net profit was over 200 million, betting on two or three line shopping centers in cities; over 300 cities in mainland China had 845 retail outlets, of which more than 2/3 of the retail outlets were located in China's two or three tier cities.

CABBEEN is targeted at the 20 year old -35 year old consumer group.

At present, it has CABBEEN leisure, CABBEEN City, CABBEEN trend and two point four brands in the early morning, and the proportion of retail stores is increasing.

In all retail outlets, there are 303, 541 and 1 retail outlets in wholesale mode, consignment mode and proprietary mode.

According to the 2017 annual earnings announcement issued in January 26th, it is estimated that the net profit attributable to shareholders of Listed Companies in 2017 will increase by 70 million 230 thousand yuan to 90 million 300 thousand yuan compared with the same period last year, up 70% to 90% over the same period last year.

We adjusted and closed stores such as traditional department stores and franchised stores, and increased the layout of shopping centers and stores. The TEENIEWEENIE performance began to pick up in the three quarter of 2017, and the operating income in the three quarter was 971 million, an increase of 2.13% over the same period last year.

The strategy of brand filing has been gradually implemented, the channel adjustment has basically been completed, and the operating efficiency and the single store performance have increased significantly, so that the annual performance has been improved.

Children's clothing market broke out in the first year?

The battleground of clothing brand

Today, with the gradual saturation of the adult clothing market, 2017 has been called the "first year of the children's wear market".

According to Roland Begg, the world's leading information consultant company, with the opening and upgrading of the second child, it is estimated that by 2020, the size of children's clothing market in China will exceed 280 billion yuan.

Children's consumption has become a major trend in such a big environment.

Regardless of the luxury goods giant LV, the domestic sports brand Anta and Lining are fast fashion H&M, Gap, UNIQLO and ZARA; regardless of the clothing brand Jiangnan cloth, Taiping bird, or professional children's wear brand, such as angel, Ji Jile, etc., the major brands are stepping up their efforts to layout children's clothing market.

Barbara brand children's wear stores grew from 110 in 2003 to nearly 4000 in 2017, and nearly 36 times in 14 years. The shopping center layout was earlier and the number of stores was more than 1000.

The domestic children's clothing market ranks first.

Initially expected, Barbara children's clothing business will achieve 7 billion 351 million yuan and 8 billion 476 million yuan business income in the next 2018-2019 years, representing an increase of 18.7% and 15.3% respectively compared with the same period last year.

Barbara's children's clothing line business is expected to achieve operating income of 5 billion 171 million yuan and 5 billion 750 million yuan respectively in the 2018-2019 years, up 13% and 11.2% respectively compared with the same period last year.

A 0-14 year old child is a consumer group in balbala. The product is located at the middle income level and a small family. In 2018, the optimization measures will continue to push forward by closing down inefficient street stores, upgrading the single store area and increasing the number of shopping centers.

The parent company Semir group builds the system of children's industrial operation ability, and ultimately realizes the cluster development of children's industry.

We will strive to build the country's first growth complex with children as the main object and experience as the characteristic -- Semir dream town, integrate children's industrial resources, and layout children's industrial ecological circle and industrial chain.

The retail sales in the fourth quarter of 2017 were higher than the same period in 2016.

360 children's clothing is an independent business unit in the group. It mainly provides sports shoes, clothing and accessories for children aged 3 to 12 years old.

At present, it has 331 degree brand, children's wear brand and "One Way" brand, which are facing different consumer groups. There are 6000 stores in China, and there are more than 2000 outlets overseas.

{page_break}

Play the core strengths of sporting goods R & D providers, rely on the strong R & D and product design capabilities of the group, and constantly innovate, develop and design shoes and apparel products that are suitable for Chinese children's professional sports and daily sports.

At the age level, Anta children divide 1-14 year old consumers into different user groups according to their growth needs, such as infants, children, children and children, and design their products according to the needs of different age groups.

Through cooperation with Tmall, Anta children, on the one hand, can make full use of Ali platform's big data and endorsement technology, constantly improve products and provide better experience; on the other hand, it can establish communication platform around children's sports culture, and enhance brand innovative marketing and content marketing through platform.

A combination of self pformation and distribution.

The mode of operation will be pformed from the original wholesale to the retail profit mode: on the one hand, relying on the existing system and resources, such as opening up the parent child core area in the larger Lining shop; on the one hand, it will open up new channels for professional children's clothing.

In addition, the electricity supplier is also an important form of supplement.

The product category mainly includes three categories: running training, basketball football and sports life. It is dependent on the promotion of the company's main brand. In order to match the launch of Lining YOUNG brand, the future Lining 10K road running League will set up the parent child running event, fully integrate the internal resources of the group, and form a brand competition linkage.

Most of Lining's KIDS stores will now be pferred to Lining YOUNG. It is estimated that the number of shops will be around 500 next year, and more than 60% shops will be distributed in two or three line cities.

C&A KidsStore, the first independent children's clothing store in Chengdu, opened in February 3rd in Cade square.

There will be 3 Kids Store markets in 2018 and 10-12 next year.

The expansion plan for the future of the brand will sink to two or three line cities, and plans to open 40 more in the next 2 years.

In store expansion, C&A Kids will be an independent store.

On the choice of shopping centers, Tong Denglin said, "C&A will re promote strategic cooperation with important owners, such as Wanda Group.

In addition, it will sign a series of cooperation agreements with leading enterprises of some provincial capitals to speed up the two or three line city expansion plan.

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