Semir Clothing Anta Hai Lan'S Home Into Tens Of Billions Of Revenue Clubs, Multi Brand, Multi-Channel Development Into Industry Trends

With the revival of the apparel industry, the number of members of the 10 billion club is decreasing.

According to statistics, among the 35 well-known local fashion brands, there are only three Semir clothing, Anta and Hai Lan home.

In 2017, the company's revenue exceeded 10 billion yuan, earning 12 billion 28 million yuan, 16 billion 690 million yuan, and 18 billion 200 million yuan respectively. Among them, the main brand revenue of Semir clothing and Hai Lan home was more than 10 billion yuan, and Anta, which broke through 16 billion yuan with multi brand strategy, received 9 billion 116 million yuan of clothing income.

At the moment of the rise of domestic goods, why can these three apparel enterprises once again enter the 10 billion revenue clubs? What kind of scale will they build in the future? Win business network will show the advantages and common points of the three major apparel giants from the aspects of scale, channel, brand strategy and e-commerce business.

Revenue composition: business growth driven by E-commerce

In 2016, thanks to the strong performance of Semir's electricity supplier, Semir

With a total revenue of 10 billion 667 million and a success of the billion club, it once again broke through the 10 billion mark in 2017. It is also inseparable from the contribution of the electricity supplier business. Semir apparel said that the main reason for the growth of the company's business revenue was the continuous development of Online e-commerce business and children's business, and promoted the sales revenue growth of the company.

It is reported that in 2012, the Semir electric business developed rapidly into a new growth point of Semir's apparel performance in just 5 years. In 2017, Semir's electric business handed over 5 billion of its annual sales and 11 of its 800 million day's report card.

The biggest black horse in the world.

For Anta, the electricity supplier business is also a major factor in group revenue growth.

In 2017, in the "double 11", Anta's performance of nearly 700 million yuan RMB refreshed the electricity supplier's record of Chinese sports brand, ranking the third of Tmall.

In the revenue of Hai Lan's family's 18 billion 200 million yuan, the flagship brand "Hai Lan's home" contributed 14 billion 758 million yuan.

The main business revenue of the brand "Ai Ju rabbit" increased by 75.46% to 895 million yuan compared with last year. Business professional dress "San Keno" realized the main business revenue of 1 billion 880 million yuan, while online business achieved 1 billion 54 million yuan of main business revenue, accounting for 5.8% of the total revenue, compared with other clothing enterprises still have room for improvement.

In February 2018, Tencent's stake in Hai Lan's home will further promote the O2O development of the company.

Brand strategy: multi brand, rich product line into the mainstream

The goal Semir has set for itself is to build China first.

The reason why clothing brands are so strong is the richness of products. The richness mentioned here is not only a product variety, but also a complete product line.

In order to create rich scene experience, Semir has built men's wear area, women's wear area and accessories area, and constantly expanded product categories to create lifestyle shops.

In the fall of 2018, Semir will launch new product lines like kids, parentage and home series, which will be displayed in the form of a collection store in the future.

Anta, which focuses on the low-end market, is actively pursuing multi brand mergers and acquisitions.

In August 2009, Anta bought the operation of the internationally renowned brand FILA from BELLE. After 3 years of running in, Anta finally came back to life and became one of Anta's most successful acquisitions.

In addition, Anta has acquired British brand Sprandi, high-end ski brand Descente, outdoor brand Kolon sports and children's wear brand Xiao Xiao, and hopes to seek a place in the high-end market through multi brand mergers and acquisitions.

It is reported that FILA and Descente have entered dozens of high-end shopping centers, including Beijing SKP and Shanghai Trade Plaza, and become the main chips for Anta to break through 100 billion market capitalization.

From the "man's Wardrobe" to "the wardrobe of the whole family", Hai Lan's home has adopted a new strategy of brand multi blooming, with its flagship brand "Hai Lan Jia", the women's clothing brand "love rabbit", the business dress "San Keno" and other brands.

In addition to the expansion of clothing business to women's clothing and children's clothing, Hai Lan's home also crosses to the home life field. Heilan Home (Hai Lan preferred life hall) tries to change the single role of "man's Wardrobe".

It is reported that Hai Lan optimization living hall will launch 100 new products every month. Currently, there are stores in Shanghai, Suzhou, Nanjing, Tianjin and other cities, and can also buy goods through Taobao.

Channel change: increase the proportion of shopping center outlets

As early as 2014, Semir began to pay attention to the development of shopping mall channels. After 2 years of tracking and trial entry, Semir gradually determined the construction of shopping center channels.

In 2017, Semir formally confirmed the pformation and upgrading of channels, opened the way of full entry into shopping centers, and opened 162 Shopping Center shops in only one year.

By the end of 2017, the total number of Semir shopping center outlets has exceeded 320, with a total business area of more than 95 thousand and 800 yuan, with an annual scale of about 1000000000 yuan. It has reached cooperation with famous commercial chain companies including Wanda Group, India Group, Huarun group, Xincheng holding, Cade group, AEON group, Baolong Group, Everbright stone, sand boat, Longhu real estate, Poly Group, Hongxing real estate and Yitian group.

In 2018, Semir will continue to vigorously develop shopping centers, outlets and online channels. Among them, new shopping centers will open more than 150 new stores a year.

Correspondingly, Anta and Hai Lan's home are also increasing the proportion of shopping center outlets.

According to Anta's report, by the end of 2017, Anta had 9467 stores in the mainland. Although most shops operated in the form of street shops, Anta has begun to expand its store layout in shopping malls and department stores. It is estimated that by the end of 2018, the total number of Anta stores in the mainland (including Anta children's independent stores) will reach 9700 to 9800.

By the end of 2017, the number of stores in the main brand "Hai Lan home" has reached 4503, a net increase of 266 compared with the beginning of the year, of which 2/3 is a shopping center store. In 2018, Hai Lan's home will focus on increasing the strength of shopping malls and shopping centers. It plans to add 400 stores to the "Hai Lan family" store, and the "love rabbit" shop has a net increase of 300, all of which are shopping center stores, while optimizing the stock stores and promoting the expansion and layout of overseas stores.

Comments:

"Semir's leisure business adjustment is coming to an end, electricity supplier channels and shopping mall channels are beginning to exert strength. We expect that Semir's leisure business will return to a stable growth track" in the future, Guotai Junan Securities Limited by Share Ltd.

"Anta's 2017 stores and store efficiency all exceed expected growth. At present, FILA is still in the expansion stage and the future growth is definitely high" - Oriental Wealth securities.

"Women's clothing brand is expected to become a new force for profit making. New brands are more blooming, leading layout, healthy layout of brand tier and strong potential for future growth" - the Great Wall securities.