The Barometer Of The Chinese Market Is Convincing In Terms Of The Performance Of These Brands.

What are the global revenue, growth, survival and business development plans of world-famous clothing multinationals? What are the potential changes that affect China's consumption trends?

In 2018, market watchers expanded the number of brands to track. From sports to fast fashion categories, they chose 5 brands, such as UNIQLO and Nike. Most of them were the most representative foreign consumer brands in the category, and their performance was a natural rain watch for their industry.

In the 2018 fiscal year (June 2017 -2018 May), sales in Nike Greater China were US $5 billion 134 million, excluding the exchange rate effect, an increase of 21% over the same period last year, the fastest growth rate in all markets, and the pre tax profit (EBIT) of US $1 billion 802 million, an increase of 20% over the previous year and a gross margin of 43.8%.

In Greater China

From footwear,

And equipment three parts.

The amount was 3 billion 496 million US dollars and 1 billion 508 million US dollars respectively. The impact of the exchange rate was 16%, 23% and 129 million US dollars respectively, down 1% compared to the same period last year.

Globally, the growth rate of product lines NIKE Basketball, Sportswear (including footwear Air Force 1, Air Max and clothing) was 14% and 8% respectively, excluding the impact of exchange rate.

Jordan series was strong in fiscal year 2017, cold in the 2018 fiscal year, and sales decreased by 9%, the only negative growth product line.

China is also a big producer of Nike products. In fiscal year 2017, 27% of footwear output was made in China, and clothing accounted for 26% of China's output.

In 2017, Adidas's Greater China performance was as bright as Nike's.

Excluding the impact of exchange rate, sales in the Greater China region reached 3 billion 790 million euros, up 26% from the same period last year, accounting for 18% of the global market, second only to Western Europe (29%) and North America (21%) market, gross margin of 2 billion 162 million euros, 25% increase, gross margin reduction of 0.5%, still up to 57%, and operating profit increased by 27% to 1 billion 342 million dollars.

In Greater China,

The running, training, basketball series, Originals and Neo series all gained two digit growth, and the sales of Reebok brand increased by 25%.

In addition, China

Still

An important link in the chain, in 2017, China produced 19% of Adidas's footwear products, compared with 3% in 2016, and some of its capacity has been pferred to Vietnam and Indonesia. However, China is still the largest producer of clothing and apparatus products, accounting for 23% and 40% respectively.

In the same sports category, the two brands in China are far inferior in volume and influence than Nike and Adidas, but their growth is very prominent, especially in the market segmentation.

2017 fiscal year,

Sales in Taiyuan reached US $430 million, the growth rate was 61%, and the Asia Pacific region was the fastest growing market, contributing 9% of the company's revenue.

In 2017, sales in the Cage international market (outside the US and Canada) increased by 1 billion 730 million, up 24.3%. China is one of the five largest markets to boost performance.

By the end of 2017, Skech had 55 concept stores and 70 factory discount stores in mainland China. Compared to 2016, the number of concept stores decreased by 13 and factory discount stores increased by 42.

At the same time, China and Vietnam are the main producers of Cage's products. In 2017, a distribution center was set up in China.

There is great potential in China.

Fast marketing group (UNIQLO parent company) is committed to becoming "

The strategy has been focused on the international market. The management strategy of the company is very clear:

The main driving force for growth is not limited to Japan, but has begun to develop into greater China (including Mainland China, Hongkong and Taiwan) and Southeast Asia.

Fast Retailing predicts that in the 2018 fiscal year (August September 2017 -2018), the sales of UNIQLO international market will exceed Japan's first time for the first time.

CEO Tadashi believes that the potential volume of the Greater China and Southeast Asian markets may be 10-20 times that of the Japanese mainland, and that the proportion of electronic business sales will be increased from 10% to 30% at the same time, according to Yanai.

In the 2017 fiscal year, the revenue of fast selling Greater China was 346 billion 300 million yen (about 21 billion 600 million yuan), an increase of 4.1% over the same period last year, and operating profit was 50 billion 100 million yen (about 3 billion yuan), up 37% over the same period last year, with a profit margin of 14.5%.

In the next 5 years, XXX plans to expand its operating income to 1 trillion yen (about 60 billion RMB) and expand its operating profit to 200 billion yen (about 12 billion RMB).

As at the end of 8 2017,

A total of 684 stores, an increase of 81% over the same period, including 555 mainland China, compared with the same period in 2016 83 more shops.

In addition to Tibet and Xinjiang, UNIQLO has covered all provincial administrative regions in mainland China, and plans to achieve 1000 stores in Greater China by fiscal year 2021.

China is the fifth largest of H&M.

。

In the 2017 fiscal year (December 2016 -2017 November), the opening rate of H&M in China was down, and there were 62 new stores. As of the beginning of November 2017, the total number of stores in China reached 506 stores. In the 2016 fiscal year, H&M opened 91 stores in the Chinese market.

In fiscal year 2017, H&M sales in China amounted to 11 billion 30 million Swiss kronor (about 8 billion 130 million yuan), accounting for 4.8% of global sales, while the same store sales growth rate was only 1.7%, compared with 3% in the 2016 fiscal year.

H&M is beginning to seek a breakthrough in the business of e-commerce. In the spring of 2018, the flagship store of H&M and H&M was opened in Tmall mall, and other flagship Tmall flagship stores were also planned.

After a brief financial review, we have four findings:

For example, the UNIQLO plan will double the number of stores in China in the next 5 years. The two sports brands of Nike and Adidas will be listed separately in the Greater China region in the earnings report.

The trend of China's consumption upgrading is obvious, and foreign consumption brands generally benefit. For example, the vigorous sports enthusiasm of Chinese young people has boosted the growth of Nike and Adidas's revenue, and the two growth rates have been maintained for over 20% years.

China's consumption channels have changed drastically, and consumer brands are "unhappy". For example, WAL-MART and Carrefour's retail store mode has lost charm and weak business under the impact of the electricity supplier. The Internet channel has become the key to winning the battle. Most consumer brands are trying to cater for the new channel changes in the form of stationing online flag shops and expanding takeaway business, and L'OREAL and UNIQLO pioneers have already achieved results in the integration of the harvest line.

There is no doubt about China.

It is still flowing with milk and honey, but consumers are changing rapidly, driving all brands to abandon their inherent thinking and embrace the new world.