Garment Industry Recovery And Warmer Men'S Clothing Brand Plan To Accelerate The Pace Of Diversification

Many men's clothing listed companies have a common development plan, that is, speed up the development of multi brand and multi category diversification, and spanform to "brand management platform". 　　

The 2017 annual report of clothing listed companies is basically disclosed. Many men's clothing enterprises listed in 2017 have confirmed the recovery trend of the industry, and many enterprises have gained double growth in their revenues and net profits. Against this background, many men's clothing listed companies have a common development plan, that is, speed up the development of multi brand and multi category diversification and spanform to "brand management platform".

Hai Lan's home: this year plans to increase 300 women's clothing stores.

Hai Lan home 2017 annual report shows that the company achieved operating income of 18 billion 200 million yuan in 2017, an increase of 7.06% over the same period last year, and realized a net profit of 3 billion 329 million yuan attributable to shareholders of listed companies, an increase of 6.60% over the same period last year.

The home of Hancan, the company currently has the "home of the sea", "love to live rabbit", "Saint kno" and other clothing brands, of which the "Hancan house" is located in the business, fashion, leisure of the public price of high quality men's wear, "love to live rabbit" positioning fashion The leisure style of urban women's clothing, "San Keno" is positioned in tailored business clothing. The company's products include men's wear, women's wear, children's wear, accessories and household products.

Hai Lan home said that the main thing that the company did in 2017 was to build a multi consumer brand management platform around the fashion apparel industry, and promote multi brand strategy, multi category development and full channel layout. In 2017, the company opened 1054 stores, closed 505 stores, and increased 549 by the end of 2017. At the end of 2017, the total number of stores was 5792, of which 4503 were "Hai Lan Jia" brand, 1050 were "Ai Ju rabbit", and 239 were other brands.

In order to build a multi brand management platform and layout the domestic fashion consumption "ecological circle", Hai Lan's home in 2017 accelerated the pace of investment and acquisition. Through equity purchase and capital increase, the company has acquired some of the shares of Sean, John, Hongkong, Co. and Limited.

With regard to this year's business development plan, Hai Lan's family intends to continue to open new stores, of which Hai Lan's family store has a net increase of 400, and AI Ju rabbit store has a net increase of 300, and continues to accelerate the development of women's clothing business. And plans to continue to invest in mergers and acquisitions around the garment industry, mining investment targets in line with the company's strategic objectives.

YOUNGOR: open more collection stores, plan to push children's wear.

YOUNGOR's 2017 annual report shows that in 2017, the company's operating income was 9 billion 840 million yuan, which was mainly affected by cyclical factors in the real estate industry, which was 33.94% lower than the same period last year. The net profit of 297 million yuan attributable to shareholders of listed companies was mainly affected by the 3 billion 308 million yuan of assets impairment of CITIC shares, which was 91.95% lower than the same period last year. The apparel sector finished 4 billion 885 million yuan, an increase of 9.46% over the same period last year, of which the brand apparel completed 4 billion 819 million yuan, an increase of 12.74% over the same period last year, and a net profit of 759 million yuan attributable to shareholders of listed companies, an increase of 38.75% over the same period last year.

YOUNGOR said that the company currently has YOUNGOR, Hart Schaffner Marx, MAYOR and other diversified brands, and has built a multi product and multi class product system of high-end, high-end customization and Chinese hemp, and explores the launch of children's clothing products to provide customers with a full range of experience. The company has positioned the spanformation direction as a brand operator, and should continue to do well in the brand, and at the same time, make the category "the ultimate". In 2017, the Company re promoted Hart Shaffner Marx, focused on MAYOR, launched HANP, put the young fashion men's brand GY and entered the brand green business series, and optimized the multi brand layout. From the operating performance, the main brand YOUNGOR in 2017 achieved operating income of 4 billion 123 million yuan, an increase of 8.78% over the same period last year, and the growth of sub brand MAYOR reached 233.66%, while Hart Schaffner Marx and HANP also maintained a growth rate of more than 30%.

In terms of channel operation, YOUNGOR said that it will adhere to the strategy of big stores, and the new outlets will be mainly concentrated stores. As at the end of 12 in 2017, there will be 118 net stores and 2356 outlets of all kinds, which will be reduced by 198 compared with the beginning of the year. With the total number of outlets decreasing, the total business area of the outlets is 394 thousand and 500 square meters, but it has increased by 13 thousand square meters since the beginning of the year.

In terms of investment business, YOUNGOR said that in the investment layout, it will continue to focus on the areas of big consumption, big finance and big health, and spanform from horizontal diversified financial investment to vertical specialization strategic investment, thus forming an investment system with strategic investment, financial investment as subsidiary and industrial investment as the direction.

Seven wolves: line, line and needle spinning business revenue three points

The 2017 annual report shows that the company's operating income in 2017 was 3 billion 85 million yuan, and the net profit attributable to the parent company was 317 million yuan, up 16.87% and 18.48% respectively over the previous year.

Many types of business helped increase the performance of the seven wolves. Seven wolves believe that the electricity supplier and the needle spinning business are two other important sources of profits besides the main brand line. In 2017, the company's electric business department expanded the drainage capacity of the online platform, enriched and expanded the online sales category of the company, and achieved an online revenue of about 1 billion 300 million yuan (including online sales revenue of needle spinning business), an increase of more than 30% over the same period last year. In terms of needle spinning business, the company continues to enrich the category of needle spinning products. In 2017, the company's operating income of needle spinning products exceeded 1 billion yuan.

In terms of investment and acquisition business, the seven wolves said they planned to take the clothing related fields and directions of the company with professional advantages as the focus of investment in the future. In 2017, the company tried to expand investment, and invested in the international light luxury clothing brand by investing in Karl Lagerfeld project. In the future, the company will continue to study products in the fashion industry, supply chain, channels, marketing and other fields to find investment targets, and plan to enter new businesses through internal incubation and external investment acquisitions.

Report bird: try to expand multi brand store

The 2017 annual report shows that the company achieved operating income of 2 billion 601 million yuan in 2017, an increase of 29.52% over the same period last year, and realized a net profit of 25 million 928 thousand and 800 yuan attributable to shareholders of listed companies, an increase of 106.71% over the same period last year. The main business revenue of the company reached 2 billion 462 million yuan, up 30.39% over the same period last year. Newspaper bird said that the main factor in revenue growth was the increase in the number of outlets, and the sales growth of the main brands, such as wedding birds, HAZZYS, and treasure birds. In view of this, the multi brand strategy of the Phoenix bird has promoted the growth of the company's performance.

The product category includes Western style clothes, western trousers, shirts, jackets, sweaters, casual pants and other categories of men's clothing. The operation brands include wedding birds, HAZZYS (Haggis), Kay Mitch, Lafuma (Le Feiye), Don Bollini, Yun Yi intelligence, Bao bird, etc., forming a multi brand, multi category ecological circle with formal dress, business casual wear, British casual wear, professional shirts, professional wear, etc., to meet the clothing needs of the middle class in different occasions. As of December 31, 2017, the company's total number of brand total outlets was 1478, of which the number of news outlets, HAZZYS, Kay Mitch and Lafuma brand outlets showed a positive growth.

As for this year's business development plan, the company says it plans to take advantage of multiple brands to occupy more market segments, and continue to promote the whole category of private custom business.

Nine herding King: bought several foreign young wave brand domestic management rights.

The 2017 annual report shows that the company's operating income in 2017 reached 2 billion 565 million yuan, an increase of 12.94% over the same period last year, and the net profit of shareholders belonging to the listed company was 494 million yuan, an increase of 16.81% over the same period last year. From the composition of revenue products, men's trousers account for 45.39% of the main business income, which is the core product of the company. The operating income and operating costs of T-shirts increased by 33.62% and 30.62% respectively over the same period last year. The company said it was mainly due to the increase in FUN brand business. FUN brand opened 43 stores in 2017, increasing rapidly.

Nine Mu Wang said that in 2017, the company implemented the strategy of "platform, multi brand and all channels", and the three major garment platforms, including Seiko quality platform, fashion quality platform and personality trend platform, have taken shape. In 2017, the company carried out the strategy of marking the brand of the nine herd kings, and launched two signs of black ash. The black label product style is positioned as "fashionable, exquisite and classic". Its commodity combination includes formal dress, business casual men's wear and casual men's wear. The grey label product style is positioned as "fashionable, exquisite and fashionable", and its merchandise combination is mainly casual men's clothing.

In 2017, nine Mu Wang accelerated the development of many brands. One of the moves was to invest in mergers and acquisitions. In August 2017, the company won the Korean designer's "NASTYPALM" exclusive right and trademark right in mainland China. It is said that "NASTYPALM" brand style is positioned as designer tide card with both commodity trend, richness and actual wear. The brand launched the market in 2018 to replace the previous "J1" brand. At present, the "NASTYPALM" brand 2018 spring and summer products have been sold in the original "J1" brand channel and the newly opened "NASTYPALM" store.

In 2018, the company also purchased the trademark rights of BEENTRILL, the mainland China, Hongkong and Macao, and won the authorization of GARFIELD holders to open 30 GARFIELD BY FUN independent stores in 10 years to explore the business models suitable for the development of personalized platform. In addition, through the way of capital increase, the young fashion men's wear brand ZIOZIA Greater China operation rights and trademark rights are also obtained.

In addition, the company launched the high-end trousers brand "VIGANO" opened in its first store in August 2017. As of December 31, 2017, it has opened 7 independent stores in key shopping malls nationwide. According to the nine Mu Wang, Future Ltd will build three major garment platforms, namely, "Seiko quality platform", "fashion quality platform" and "fashion platform" on the basis of existing brands such as "nine king", "VIGANO", "FUN", "NASTYPALM", "BEENTRILL" and "ZIOZIA".

Modern Avenue: expand the number of stores SKU by 20 times.

The 2017 annual report of modern Avenue shows that in 2017, the company achieved operating income of 921 million yuan, an increase of 22.16% over the same period last year, and realized a net profit of 135 million yuan attributable to shareholders of listed companies, an increase of 146.94% over the same period last year. As of December 31, 2017, there were 307 stores, 213 Direct stores, and 94 franchised stores, including 232 brand stores in CANUDILO, 9 DIRK BIKKEMBERGS brand stores, and 66 other international brand stores.

Modern Boulevard said that the company expanded its brand resources and widened its business category, and changed its business category from the original "clothing" to "clothing, cosmetics, footwear, bags, jewelry accessories, boutique" and other parallel development. Through the establishment of intelligent experience zones in some traditional stores, the number of SKU in traditional stores expanded by more than 20 times.

In 2017, modern Avenue continued to invest in diversified investments. The company invested in the domestic fashion jewelry cross-border operator Harbin Mai yuan Agel Ecommerce Ltd. According to the information, Mai yuan is a Integrated Company of jewelry design, retail and export. In addition, the company invested in YouSpace, a Silicon Valley start-up company. The company's multi-dimensional depth sensing and touch free remote control technology enables users to interact remotely with no need to wear any device. The core products are used in interactive shopping screens, interactive advertising, interactive VR experience and robot vision. Modern Avenue said that through the technology and tools of YouSpace, we will create an intelligent online shopping experience.

Modern Boulevard believes that fragrance, cosmetics, bags and accessories are still growing rapidly in the field of Internet retailing. The company will focus on tilting resources in beauty, luggage, accessories, footwear and other categories, and introduce cooperative resources to expand the retail business segment. For example, in the beauty project, we introduce more beauty brands, such as Japan, South Korea, Europe and the United States, set up cross border beauty O2O experience shop, use offline experience, online order, direct mail to home mode. In the accessories project, in 2018, the company will launch the jewelry accessories project. Its core business is accessories design and retail around China, international jewelry accessories brand and online B2B business.

In 2018, the modern Avenue plan continued to increase the intensity of mergers and acquisitions. The company said it would seek investment and acquisition targets in the direction of fashion and technology, focusing on the Internet industry applications, mobile Internet, big data, mobile payment technology, social media, fashion education and other fields.

Hua Shang observation: Men's clothing enterprises speed up the development of multi brand diversification

In the case of a revival of the industry, many men's clothing enterprises have achieved double growth in revenues and net profits. Specifically, a big factor in the growth of revenue is the result of multi brand and multi business support. For example, the news birds said that the main factors of revenue growth were the growth of news birds, HAZZYS, and the multi brand revenue of the treasure birds. Meanwhile, the women's clothing business of Hai Lan's home business increased rapidly. The FUN brand T-shirts of the nine herdmen grew faster, the business of the seven wolves and the needle spinning business grew faster, and YOUNGOR's subsidiary brand MAYOR revenue increased by more than two times.

Under such circumstances, men's clothing enterprises will speed up the development of multi brand and multi category diversified businesses. Many men's clothing enterprises in the annual report will invariably mention the establishment of "brand ecosystem", "brand management platform" and other development goals, and have the intention to spanform brand management operators. Hai Lan's home made women's wear, children's wear, and launched household products; nine Mu Wang successively bought and bought several overseas young men's wear brands, and launched high-end men's trousers brands; modern Boulevard's investment and spanformation activities continued to diversify; and YOUNGOR also called exploration and launch. Children's wear Products.

Relative to multi brand and multi category, men's brand shop is going to be bigger and bigger. Many men's clothing enterprises have mentioned the emerging channel of shopping centers, plans to open more shopping center stores, and try more and layout in brand collection stores. Shops with larger open areas, more categories, brand subdivision, more image and more youthful will be a general direction for men's clothing enterprises to open stores. However, in terms of high-end and private customization, Men's wear Enterprises also call it pouring resources, promoting luxury brands, high-end segmentation brands and developing private custom businesses, which is another direction for men's clothing enterprises.

Therefore, many men's clothing listed companies have said that in 2018, they will increase investment and M & A efforts to find better investment opportunities and targets. From this point of view, men's clothing enterprises in 2017 will be more active in investment and merger. After all, investment and acquisition through capital strength is an inevitable means for men's clothing listed companies to diversify their multi brand and multi category products, and is also an inevitable means to compete for consumption and seize market share.