The Development Of Mass Leisure Clothing Enterprises Is Becoming More And More Centralized.

Judging from the recent business development trend of the public casual wear listed enterprises, enterprises are concentrating more resources on the focus of a certain business, with a view to gain greater advantages in the fiercely competitive market.

Hai Lan's home: Women's wear category

In September 2017, Hai Lan home's new lifestyle home brand "Hai Lan optimization life Pavilion", the company said it was committed to create a one-stop shopping new space for consumers to create whole family products related to household life.

Products cover office supplies series, toiletries series, table supplies series, kitchen supplies series, bedding series, nursing supplies series, travel supplies series, daily necessities series, clothing, furniture supplies series.

However, Taiping bird said, the new brand cultivation time generally takes 3-5 years, and the early promotion cost is bigger. "Hai Lan optimization life hall" brand follow-up development still needs continuous capital investment, whether the new brand can cultivate success is uncertain.

In addition, the company has launched a number of sub brands for children's clothing, young fashion, light luxury and other clothing subdivision areas. There is also uncertainty about the future development of new brands.

In addition to the above new categories, women's clothing is the main force of Hai Lan's family in recent years.

Hai Lan's home issued in July 10th, "public offering can be issued by Switching Company bond prospectus", said that as of the end of 2017, the company has 5792 stores, of which Hai Lan home brand 4503 stores, AI Ju rabbit brand 1050 stores, other brands 239 stores.

The brand of AI Ju rabbit has entered the stage of rapid expansion since 2015. At the end of 2015, the end of 2016 and the end of 2017, the number of AI Ju rabbit stores was 306, 630 and 1050, respectively. In 2017, the main business income of AI Ju rabbit reached 895 million yuan.

The company expects to continue its previous shop opening rhythm in the next three years. The number of stores in three years is expected to reach about 2000. The number of stores will reach two times the number of stores in late 2017. In 2020, the main business revenue of AI Ju rabbit is expected to reach 2 billion 250 million yuan.

In 2018, the company planned a 400 increase in the brand store of Hai Lan's home, of which 300 of the brand stores of AI lived.

Hai Lan's home says that the brand of AI Ju is positioned as a popular fashion dress brand. The age of the target customers is mainly 18-30 years old. The target group has a strong desire to consume and a strong spending power, and is seeking products that are in line with the prevailing market trend and high sexual price.

The brand of AI rabbit is mainly based on independent design, and the design sense of the product is strong, which meets the requirements of the target group for fashion.

In terms of product pricing, AI rabbit brand positioning parity route.

Semir clothing: force children's clothing business

In 2018, Semir apparel invested heavily in children's clothing business, investing in the acquisition of a series of children's wear brands.

In May 28th, the company announced that the company and Wenzhou gaino Garments Co., Ltd. jointly set up Zhejiang sunny Clothing Co., Ltd.

After the establishment of the joint venture, Sen Le clothing will purchase the registered trademark and some equipment of the brand "COCOTREE" held by Wenzhou's Jarno, so as to speed up its operation.

Semir apparel said the establishment of the joint venture is aimed at promoting the implementation and development of multi brand strategy and expanding the market of teenage clothing.

On the evening of May 2nd, Semir clothing announced that the company intends to acquire SofizaSAS 100% equity and creditor's rights through its wholly owned subsidiary Semir International Group (Hongkong) Limited, with its own capital of about 110 million euros (about 844 million yuan), so as to achieve the purpose of acquiring all assets of Kidiliz group.

The announcement shows that Kidiliz group was founded in 1962 by Josette and RogerZannier in Saint-Chamond, a southern city of France.

After 56 years of development, Kidiliz group has gradually become a leader in the high-end children's clothing industry in Europe. It has 10 own children's wear brands and 5 authorized business brands, offering products from middle end to high-end location, from newborns to teenagers, and multi age differentiated products.

It is also reported that Semir clothing will also launch Semir KIDS in the second half of this year and continue to enrich its product line.

Semir apparel said that in 2017, children's clothing business continued to promote channel upgrading, and strategic cooperation with famous chain shopping centers, to create new shopping channels, to promote the development of shopping center channels and outlets, and form the development pattern of exclusive stores, department stores, shopping centers, outlets and e-commerce channels.

Power supply chain management

In 2018, a quarterly report showed that the proportion of supply chain management business revenue to total business revenue was rising, compared with 74.48% in the same period last year, and increased to 81.37% in the first quarter.

Although the supply chain management business revenue grew and sales accounted for further improvement, the gross profit margin of supply chain management business was relatively low, the gross profit margin was 8.77% in the same period last year, and the reporting period was 4.35%, making the growth of net profit far below the increase of operating income.

Accordingly, the clothing business, because the company encouraged terminal stores to inventory, led to the decline in sales, the first quarter revenue of 385 million yuan, down 8.01% over the same period last year, affecting the growth of net profit.

The company has set up 11 supply chain management subsidiaries in the whole country, and initially established a supply chain management service system under the line.

The company set up a wholly owned subsidiary, Dongguan search special Mdt InfoTech Ltd, to promote the related construction work of B2B supply chain service platform, and provide online and offline supply chain management services for the industry.

In June 19th, in search of special announcement, in June 16th, the company signed a pfer agreement with Xiamen Jun Nu Cci Capital Ltd and Hong Zhonghai, "Guangzhou Yi Shuo Garments Co., Ltd.", and decided to pfer the 100% stake of the company's wholly owned subsidiary Guangzhou Yi Shuo Garments Co., Ltd. for 5800 yuan.

After the paction is completed, he will no longer hold the stock of Yi Shuo garments.

In August 15, 2014, he signed the agreement on capital increase and shares of Guangzhou Yi Shuo Garments Co., Ltd., which was signed by special and Sheng Shuang, and increased 57 million yuan to Yi Shuo costumes. After the completion of the capital increase, it searched 95% shares of the registered capital of the special clothing, and Yi Shuo dress has the operation agent of the French ELLE brand dress and the ELLE Girl brand girl clothing and accessories in China (including Hongkong and Macao).

The company said that in the second half of 2015, the company began to carry out strategic pformation and upgrading, making use of various resources accumulated by the company in the apparel industry, and developing business to supply chain management, brand management, creative design, business factoring and so on, aiming to build the company into a comprehensive service provider of fashion life industry.

The sale of Yi Shuo clothing can be seen as a further reduction in the clothing business and the pformation of the new business.

Mei Bang dress: county level market

Recently, it was reported that Zhou Chengjian, founder of the American Apparel Company, said during the July 18th Metersbonwe all brand investment promotion conference that the company will further promote the implementation of the strategy of "100 cities and thousands of stores" so as to speed up the development of the 35 line market.

It is understood that at the investment fair, the US bond clothing launched more than 200 key recommendation projects, investors can choose to sell franchising or investment partners in different modes of cooperation. Finally, the United States and the United States and the 106 partners signed a total of 132 projects, the total shop area of nearly 100 thousand square meters.

It is understood that most of the new projects launched by the US state are located in cities below three lines.

In the 2017 annual report, Smith Barney said that the Metersbonwe brand improved after upgrading from a single leisure style to five most yuan style, and began to reverse the downward trend of performance in the autumn of 2017. The Metersbonwe brand core market, the fourth quarter income of the second tier cities increased by nearly 10% in the same quarter, and the same store grew by 25% in December. The ME&CITY brand also achieved 21% retail sales year-on-year, while the Moomoo and ME&CITY KIDS children's wear brands increased retail sales year-on-year by 32%.

In 2018, a quarterly report showed that the company's operating income was 2 billion 178 million yuan, and its net profit was 50 million 406 thousand and 700 yuan, up 30.12% and 74.21% respectively over the same period.

MP said that the company develops a strategy of "100 cities and thousands of shops" + shopping centers in parallel development strategy, with the strategy of "hundred cities thousand shops" to deepen the development of the county level market, and establish the development space covering the market from the first tier cities to the county towns.

According to introducing, American bond clothing is also laying emphasis on the layout of shopping center channels, focusing on the development of family style full value chain lifestyle lifestyle shops in street shops, and focusing on developing the ultimate brand attitude lifestyle experience shop in shopping centers.

La Natsu Bell: force two or three line Market

La Natsu Bell released the company's "first quarter 2018 clothing industry related business information bulletin" shows that in the first quarter of 2018, the company's revenue was 2 billion 548 million yuan, of which the second tier city revenue of 1 billion 91 million yuan, accounting for 42.82% of the total revenue.

By the end of March 2018, the total number of shops was 9540, of which the number of shops in second tier cities was 3560, and the number of shops in the 123 lines and other cities was the largest.

By the end of 2017, the number of goods handled by the company reached 9448, with a net increase of 541 over the whole year. The number of stores in two or three cities increased by 437, accounting for 80.78%.

In the A share prospectus, La Natsu Bell said that the company plans to raise 2094 new outlets in three years and 906 new outlets.

The new retail outlets will operate in direct operation mode, which will increase 1881 retail outlets in three and below cities, accounting for 62.70% of the new retail outlets.

2634 new brand retail outlets such as Candie's and 7m will be added, accounting for 87.80% of the new retail outlets.

La Natsu Bell said that improving the company's coverage and penetration in the three line and below cities is favorable for the company to occupy a favorable market competition position in the three line and below cities where the consumption demand is gradually released.

La Natsu Bell said the company has established strategic cooperative relations with leading department stores and famous shopping malls in the country.

In well managed department stores and shopping centers, the company can make use of the cooperative relationship with department stores and shopping centers and the advantages of multi brand operation, take network encryption strategy, open other brand outlets, or open new outlets with strategic partners in the new area, thus reducing the difficulty and risk of developing the retail network.

Pacific bird: power shopping mall channel

A quarterly report of Taiping bird shows that there are 46 new outlets in the company, 90 franchisees, 21 affiliated stores, 21 direct outlets, 65 franchisees, 2 joint stores and 69 open stores in 2018.

Among them, 41 are Baini brand stores, the other 11 are Taiping bird nest brand stores and the rest are planned open shops.

By the end of the first quarter, the number of stores under the company was 4320, an increase of 4.22% over the same period last year.

Taiping bird said that the company carried out the cultivation of French children's wear PeTiT AvRiL and women's clothing PAPAFACE, and set up a home product line with a uniform style of clothing brand, and set up a new home product line, adding capital to Taiping bird nest fashion home.

In June 13th, Taiping bird issued a notice on extending the implementation period of the marketing network construction investment project. It announced that the implementation date of the "marketing network construction project" for the investment projects raised by the company was extended from June 30, 2018 to December 31, 2018, and the total investment amount, the number of stores and the way of implementation of the original project remained unchanged.

The Taiping bird prospectus shows that the construction project of the marketing network to be invested will be built in 238 stores, including 6 flagship stores, 27 image stores and 205 standard stores.

As of May 31, 2018, in addition to

Brand MiniPeace and PEACEBIRD store have not yet completed the shop plan, the rest have been opened.

According to the actual situation of the company and the progress of the project, the company expects the opening of 23 MiniPeace stores and 1 PEACEBIRD stores will be completed by December 31, 2018.

Taiping bird said that under the trend of consumption upgrading, shopping centers integrating various kinds of brand shopping and eating, drinking and playing together have gradually replaced street stores and department stores as the offline shopping places that young people love.

In 2017, the company continued to adjust, pform and close the stores with low comprehensive efficiency, complete the pformation of joint stores to direct and franchised stores, cultivate high-quality shops, and carry out strategic cooperation with Yinli, Yintai, Wanda and Parkson.

By the end of 2017, there were 1386 stores in the shopping center, an increase of 14.93% over the same period last year. The retail sales of 2017 shopping centers in the whole year were 2 billion 868 million yuan, an increase of 16.16% over the same period last year.

Behind the development of business centralization is the pursuit of scale effect.

Judging from the recent business development trend of the public casual wear listed enterprises, enterprises are concentrating more resources on the focus of a certain business, with a view to gain greater advantages in the fiercely competitive market.

For example, the home of Hai Lan is vigorously developing women's clothing business. The brand of AI Ju rabbit is positioned as a popular fashion brand. The target customers are the 18-30 year old consumers who are pursuing high performance price ratio.

Semir has frequently bought and sold investments in children's clothing business to acquire more brands.

These are aimed at the layout of larger consumer groups.

Mei Bang dress and La Natsu Bell plan to put more resources into the three or four line market, and occupy the new market development space.

In search of special, it is to carry out the pformation to the end, and vigorously develop the supply chain management business.

Taiping bird continued to act on the adjustment, upgrading and expansion of the channel, and the shopping center channel developed faster.

These masses of leisure

In addition to the pformation and development of the new main business, there is a common purpose behind the actions of enterprises. That is, in the mass consumer market, in the face of new consumption groups, new consumption demand and new market space, more resources of enterprises are invested to form a more centralized advantage and occupy more market share.

If the personalized and differentiated consumption characteristics of high-end brands are relatively obvious, then the consumption characteristics of the mass market tend to be more popular, group oriented and centralized, and the scale effect is more sought after. Therefore, the public clothing enterprises will have a certain business focus at a certain stage. The focus of the business is "market" and "channel". Instead of the high-end brand, the focus of the brand is "brand".

From this perspective, under the background of consumption upgrading and urbanization, mass consumption is the first clothing and housing behavior.

The market development space is still large enough.

And can be based on

It is more likely that the mass casual clothing enterprises that will change their business focus in a certain period and turn them into their own advantageous businesses will be more likely to grow in scale and market value under the impetus of scale effect.