[Analysis] 2017 What Is Left Behind After The Final Exam Of Clothing Brand?

As seen in the first year of the new retail year, the clothing brand performance is commendable in 2017.

All channels to open up, smart stores, flash marketing, cross-border joint name......

"Play" is very happy, and how effective it will be. It will depend on the final pcript of 2017.

In order to show the relationship between the brands more directly, the "Lian Shang net" will include Hai Lan home, Anta sports, Semir clothing, Taiping bird, La Natsu Bell, and song and so on. 45 well-known clothing enterprises in Shanghai and Shenzhen are regarded as a clothing brand big class.

The highest voice, the market value of HK $100 billion, and the performance of the eye-catching Anta sports naturally become the squad leader; from the birth of the art gene of Jiangnan cloth dress is a qualified member of the literary and Art Committee; Publicity Committee in the past year, the promotion of bird in the past year actively let the market see the characteristics of its youthful characteristics; and the name of the gymnastic prince named Lining, has no violently become a sports committee member; pay attention to strict self-discipline, down-to-earth Semir is a discipline committee member.

Clothing winter although retreat, earnings growth is still slowing down

According to the data of the National Bureau of statistics, in 2017, the total retail sales and sales volume of social consumer goods maintained a steady growth of 10.2%, of which the growth rate of retail sales of clothing, shoes and hats and needle textiles increased by 0.8 percentage points compared with 2016. The statistics of the China National business information center also showed that in 2017, the number of retail sales of hundreds of major retail enterprises increased by 2.8% over the same period last year, ending the declining trend of 2 consecutive years of growth.

The class growth rate was 4.3%, and the growth rate increased by 4.1 percentage points.

In the statistics of 45 brands, the overall revenue showed an upward trend, compared with 180 billion 853 million yuan in 2016 rose 12.75%, to 502 billion 678 million yuan.

And more than half of the brands of revenue and net profit have doubled, including 26 brands, such as Hai Lan home, good bird, red bean stock, Lanzi stock, Song Li Si, Vigna S, Anta sports, Be Meleven, red dragonfly, and Fang Li Fang holdings, accounting for 57.78%.

But net profit is not optimistic, down 10.51 percentage points, to 17 billion 446 million yuan.

Among them, a number of brands including YOUNGOR, Busen shares, Mei Bang dress, Pathfinder, Sanfo outdoor, and Saturday appeared a decline of over 100%, and even net profit fell by 1789.31% on Saturday.

The US state side explained that the decline in its performance was due to the pfer of a 100% stake in the wholly owned subsidiary of Shanghai Metersbonwe Development Co., Ltd. in the same period last year, resulting in an investment income of about 550 million yuan. In 2017, the company operated smoothly and did not take up large assets disposal matters.

At the same time, because of the lagging behind in the operation of franchise channels, the wholesale revenue has declined to a certain extent.

YOUNGOR, which is regarded as the three carriages of clothing, investment and real estate, has a decline in revenues and net profits. It explains that the real estate sector has reduced the turnover due to the impact of the cycle, and its revenue has dropped by 52.70% compared with the same period last year. At the same time, it has prepared 3 billion 308 million 369 thousand and 200 yuan for the impairment of the assets of CITIC.

For its clothing sector, it is actually showing an upward trend. In 2017, its operating income was 4 billion 885 million yuan, an increase of 9.46% over the same period last year (of which 4 billion 819 million yuan of brand clothing was completed, an increase of 12.74% over the same period last year). Net profit attributable to shareholders of listed companies was 759 million yuan, up 38.75% over the same period last year.

Men and women wear steady progress and underwear brands welcome.

It is not difficult to find that in the 45 brands above, men's and women's wear are generally preferred.

Of the 13 men's clothing statistics, 8 showed revenue and net profit of two litre.

Among them, the net profit growth rate is over 100, there are good bird, Hinur, Shanshan stock and red bean stock.

The net profit growth of Hinur and Hong Kong shares has reached 390.66% or 281.41% respectively.

While the performance of women's clothing is even stronger. Among the 9 brands that have been counted, La Natsu Bell's net profit has dropped by 6.3 percentage points, while the remaining 8 brands have been showing a double profit in terms of revenue and net profit.

And the net profit growth of high-end brands such as song Li Si and Vigna S exceeded 50%.

This also shows that, along with the acceleration of consumer upgrades, consumers gradually change from satisfying basic needs to quality, fashion and brand, and constantly improve the demand for the differentiation of clothing products, and have a good development space for high-end women's clothing market prospects.

On the other hand, Chinese underwear

It's still a big cake.

In the two listed underwear brands, they all showed amazing growth.

In fact, it was famous in America last year.

For the first time, the secret of brand Vitoria moved to China in the first year of its annual show. To Fosun's stake in the city beauty, and then to Fosun, the acquisition of Italy luxury underwear brand La Perla has shown that the battle of underwear market in China has quietly opened.

"I want to start an underwear brand this year."

One of the leading clothing enterprises in China once disclosed to the "Lian Shang net".

The development of modern women's underwear has entered a century, but the growth in the domestic market has lasted for more than 30 years, and the market share is still relatively scattered.

"The domestic women's underwear market is a particularly fragmented market, with only 12% of the top ten brands," said Qin Yuanyuan, a senior analyst at Rui, a consulting firm.

At the same time, our underwear industry is developing rapidly, and the potential for later development is considerable.

According to Euro forecast, the turnover of Chinese women's underwear market will reach US $25 billion this year, which is two times that of the United States.

It is expected to reach US $33 billion in 2020.

Sports outdoor Anta is unique, footwear brand performance is worrying.

In sports outdoor brand, Anta has occupied an overwhelming advantage.

In 2017, the annual performance exceeded 16 billion; a total sales of over 60 million pairs of shoes; more than 80 million clothes; more than 10000 stores; broke 10 million members; directly created more than 100 thousand employees; the market value exceeded 100 billion Hong Kong dollars, ranking third in the global industry.

In the above 9 sports outdoor brands that were counted, revenue is nearly 2 times that of Lining second.

And this is due to its consumer - oriented promotion of brand promotion in 2017.

In 2017, Anta upgraded consumer resources and integrated resources, and launched a series of activities to promote brand upgrading.

Clay Thompson's "crazy marketing" campaign launched during the year has made full use of online and offline channels to create brand reputation and bring about business growth.

"To be crazy" has attracted more than 77 million reading at sina micro-blog, and has attracted more than 30 million online viewers through the global live video streaming media, strengthening the leading brand status of Anta.

Anta KT3 limited edition basketball shoes have been robbed by basketball lovers. The price of KT3, which sells for RMB 999 yuan, has reached the price of nearly RMB 6000 yuan, and it has become an explosive product.

The opposite of Anta's performance is footwear brands.

As mentioned above Saturday, net profit fell by 1789.31% over the same period.

The main explanation is the company's impairment on the goodwill, inventory and accounts receivable at the end of the reporting period, resulting in the loss of large assets impairment, resulting in large losses in the reporting period.

Referring to the inventory and accounts receivable data from 2017 to 2013, these two factors are very similar.

Inventories were 1 billion 379 million yuan, 1 billion 512 million yuan, 1 billion 475 million yuan, 1 billion 351 million yuan and 1 billion 181 million yuan respectively, and accounts receivable were 757 million yuan, 713 million yuan, 708 million yuan, 726 million yuan and 697 million yuan respectively.

Now, it has made a loss of 1.8 billion in the "goodwill" column, and has lost nearly 2 hundred million of its inventory price.

Think about it.

The competitiveness of business in the market is becoming weaker.

Coincidentally, among the 5 shoe brands counted, only one red dragonfly showed a double profit in revenue and net profit, while the remaining 4 showed a downward trend in net profit.

And the delisting of a generation of shoe king "BELLE" has also told the traditional labor pains of women's shoes.

You know, BELLE International's market value at its peak has exceeded 150 billion yuan.

Revenue also rose from 5 billion 300 million in 2006 to 43 billion in 2014. Net profit rose from 900 million to 5 billion 200 million, and gross margins were more than 60%.

From 2010 to 2012, BELLE international shoe store opened 4-5 stores a day in mainland China, and increased 5340 footwear sales points in 3 years.

Brand aging, backward channels, and unable to perceive consumer demand are urgent problems for traditional women's shoes.

With the further escalation of consumption, higher demands are made for the innovative ability and differentiated management ability of clothing brands.

In recent years, many clothing brands in China have been seeking new ways through pformation and upgrading: through the adjustment of existing business framework, the optimization of industrial chain integration, product mix adjustment, brand building, and so on, to form an integrated industrial chain, reduce channel costs, and improve product quality and service quality.

On the other hand, the brand has begun to vertically integrate suppliers and distributors to actively expand new businesses, form diversified businesses and create new profit growth points.

In the sales channel, the traditional entity store sales mode is continuously affected by the pformation and upgrading of retail channels and the impact of e-commerce sales.

Brand operators have begun to pform the O2O operation mode that integrates online and offline, and strive for more market share.