How Did Men'S Clothing Enterprises Adjust Their Strategy In 2018 To Get Out Of The Haze?

World clothing shoes and hats, since last year, the garment industry that experienced deep adjustment has finally come out of the haze, showing signs of recovery.

However, from the performance of 2017, compared to the sports brand and women's wear industry, the overall performance of men's clothing enterprises is still weak, most men's wear brands still have no full blood return.

Chinese fir, Li Lang, nine shepherd king and other men's clothing enterprises, how to adjust the strategy, pformation and upgrading?

Hai Lan's home: getting rid of the old image of a man's wardrobe

The family of Hai Lan is eager to get rid of the old image of "men's Wardrobe", and constantly expand women's clothing, children's clothing, home, overseas and other business markets, actively seeking new changes, making efforts to diversify, fashion and younger pformation.

In August 2017, Hai Lan's home announced that it invested 100 million yuan to participate in the local fast fashion brand UR. In September, its life class household brand Hai Lan chose the Heilan Home of life hall to open, and the online shop was then launched.

Since the beginning of this year, Hai Lan has chosen the life hall to speed up the layout of the line.

Incoming Education

Recently, nine Mu Wang announced that its wholly-owned subsidiary, Cci Capital Ltd, signed a contract with TH education capital, and the nine Mu Wang retail was intended to be a limited partner to participate in the subscription of TH education capital limited fund (limited partnership).

In April 2017, the king announced that it had signed a partnership agreement with Shanghai's Mu Hua to invest in the establishment of the Hangzhou Mu Hua fund, with a scale of 1 billion yuan, and invested in cultural education and its derivatives industry and emerging industries. The nine largest investment in cross-border education has been signed.

Li Lang: speed up the opening of sub series

Li Lang has also been seeking pformation and innovation in the market pformation.

At present, the company has the main line of LILANZ and LILANZ light fashion series LESS IS MORE two main products.

LILANZ for 25~45 year old consumers, LILANZ light fashion focuses on 20~35 year old young consumers.

In 2018, Leon plans to take advantage of the consumer market to achieve a series of brand expansion plans.

Li said that in conjunction with the new consumption mode, the group will continue to push distributors to open stores in the shopping centers of the provincial capital and prefecture level cities in 2018, and will launch new retail businesses to accelerate the development of online and offline businesses.

The group will continue to invest in the LILANZ brand. In addition to enhancing the same store efficiency and consolidating the existing market, it will also strive to occupy the new market.

Shanshan: sustained contraction strategy

After a reorganization and integration, Shanshan brand chose to return to the capital market in Hongkong.

In March 13th, the prospectus of the brand operation Limited by Share Ltd of Shanshan appeared on the official website of the Hongkong stock exchange.

Statistics show that the brand of Shanshan mainly operates FIRS, SHANSHAN, MARCO AZZALI and LUBIAM four men's wear brands.

The brand of Shanshan said that in view of the declining sales performance of MARCO AZZALI and LUBIAM brand products, it decided to sell the above two brands to the third party, and focus on the development of core brands FIRS and SHANSHAN.

FIRS is located in business men's clothing of 35~45 year old male, while SHANSHAN is a casual male dress for 25~35 years old young men.

Red bean: return to the main garment industry

In less than three years, the controlling shareholder of red bean and its concerted action totaled 226 million shares through the 5 round, and 20 operations were implemented from May 5th 2017 to January 19th this year. Such a high frequency of holdings or highlights its confidence in the prospect of the company's return to its main business.

In 2001, the red bean stock was originally listed as the main brand of men's wear. In 2003, it began to cross border real estate and operate double main businesses.

In June last year, the company completely stripped 820 million yuan of real estate business for 14 years, and went back to the main garment industry.

Modern Boulevard: from entity management to integrated online retailing

Modern Avenue will start again.

In February 23rd of this year,

According to the announcement, the company intends to issue shares and pay cash to buy the Agel Ecommerce Ltd holding power of Harbin Mai yuan. After the paction is completed, Target Corp will become a subsidiary of modern Avenue holdings.

In March 19th, morden Avenue issued a notice on the announcement of the suspension of major asset restructuring. The group and trading parties are actively discussing the paction plan and promoting the work of this major asset reorganization.

Modern Avenue said the acquisition of Mai Yuan Electronics aims to open up the offline supply chain between Europe and China.

From entity management to integrated online retailing, modern Boulevard explores another way to pform domestic apparel brands.

As we all know, the predecessor of the modern Avenue is men's clothing, nundi road.

Beginning in 2014, card slave road opened the road of pformation, and put forward the operation strategy of "Internet + global fashion brand operators".

In 2016, the clothing of the "nun Di" road was officially renamed the modern fashion group Limited by Share Ltd.

CABBEEN: optimize retail stores

The CABBEEN 2017 performance report shows that efforts to optimize retail stores in the past two years have begun to show results. Overall sales in the same store increased from 8.7% in 2016 to 1.5% in the same store in 2017, of which the sales revenue of CABBEEN metropolis brand stores was relatively good.

As of December 31, 2017, the company had 845 retail outlets in more than 300 cities in the mainland, of which more than 2/3 of the retail outlets were located in two or three line cities.

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

Resurrection of blood is still a matter of time.

From the recent and future brand trends and strategic focus of men's clothing listed companies such as Hai Lan's home, Li Lang and Wang Mu Wang, although there are different tactics and tactics, there is one common point in the resurrection way that looks different and different.

While consolidating and adjusting its main business and mode, men's wear brands are constantly trying new models, directions and means, actively seeking new changes and seeking new growth points and breakthroughs.

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The motivation for the pformation of listed companies is that the fundamental reason is that the men's clothing industry and even the whole garment industry remain depressed for a long time.

From a specific point of view, there are different reasons for each family.

Some enterprises originate from the lack of original business growth and need to find new profit growth points; some are business adjustment, supplement or reduce part of the business; some are overweight hot industries, and explore new growth space; others are taking advantage of weaknesses and optimizing or shrinking channel strategy.

Undoubtedly, reform and innovation, pformation and upgrading have become the answer to every garment enterprise.

In the process of development, adjustment and recovery, the development of men's clothing enterprises will continue for a long time, and the industrial structure will also be further differentiated.

Men's clothing enterprises who have experienced a long downturn will need to accumulate energy and restore their physical strength in order to revive their blood in the spring of warmer recovery.

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