China'S Traditional Homemade Men'S Brand Fight: A Winning Pursuit, It Has Been Defeated.

The Chinese traditional men's wear industry has three characteristics: single product structure, low purchase rate and slow recovery. Compared with the first half of the first half of 2018, men's wear and leading men's clothing industry showed one or two.

Seven wolves: the main brand to force, the new brand is not a positive contribution.

(002029) the semi annual report released on the evening of August 21st: revenue in the first half of the year was 1 billion 459 million yuan, an increase of 13.83% over the same period last year; net profit was 135 million yuan, up 10.49% over the same period last year.

According to China's clothing network, in the first half of 2018, the growth rate of seven wolves under the line was better, while the online growth rate declined slightly.

Its main business income growth rate in the double-digit interval, growth rate slightly decreased, accounting for more than 30% of the main brand income.

It said that the performance has been improving, which is in the end of the period, the final store segmentation and pformation, and the cooperation with shopping centers such as Wanda, Baolong, poly and so on. The growth of the main brand 18H1 line has reached double digits, and the number of stores has increased by nearly 100 in 2000 last year.

It is worth mentioning that last year, half of the seven wolves inventory turnover continued to improve: 2018H1 inventory turnover rate continued to increase, compared with the same period last year by 12 days.

The acquisition of the newly acquired KARL LAGERFELD LAGERFELD has not contributed to the positive performance at present, and the terminal sales situation is not as good as expected. However, the seven wolves are confident that they will remain steady for 18 years.

Goldlion: improving performance through e-commerce channels

In August 19th, Hongkong apparel group Goldlion (00533.HK, hereinafter referred to as Goldlion) released its interim results in 2018: Goldlion's total sales volume reached HK $783 million in the first half, an increase of 11% over the same period last year, net profit of HK $171 million, an increase of 16% compared with the same period last year, and gross profit of HK $458 million, up 10% over the same period last year.

For both revenue net profit and gross profit growth, Goldlion said that it mainly benefited from the rise of the RMB exchange rate and the growth of the electricity supplier channel sales, but the online channel was mainly used for depreciate old goods, so its purchasing power of new products was relatively low.

According to China's clothing network, Goldlion's performance decline in 2013.

Revenue declined by HK $403 million in the 4 years: HK $1 billion 875 million in 2013 and HK $1 billion 472 million in 2016.

Founded in 1968, in order to solve the problem of brand aging and attract young consumers, we accelerated the strategic pformation and launched the sub line brand G.I.D goldlion.

From the 2017 annual operating results, the G.I.D Goldlion of seven wolves did not stir up waves in the hearts of young consumers.

2017, Goldlion's revenue amounted to HK $1 billion 603 million in the whole year, up by about 9% compared with the same period last year; operating profit of HK $388 million, down by about 14%; the company's owner should account for HK $322 million in profits, down by about 17%; gross profit of HK $906 million, an increase of about 5% over the same period last year, and gross margin of about 56.5%, down about 2.1 percentage points from the same period last year.

We find that the reason why Goldlion's performance in recent years is not expected is the poor retail sales of men's clothing.

In 2001, it began to set foot in the overseas clothing market. In the first half of this year, the sales volume of Singapore and Malaysia was HK $32 million 599 thousand, and the sales volume of overseas market dropped by nearly 3% if local currency was calculated.

Although the overall performance was changed from deficit to profit, Goldlion failed to be tested.

In March of this year,

The results of random sampling of the quality of shoes and bags in the circulation area were announced. The quality of the 21 batches of samples was not qualified, and the nominal trademarks involved "Goldlion", "PLAYBOY" and "GUCCI (Gucci)".

Hai Hai Lan's home: speeding up the overseas market expansion process

In the first half of the year, the total revenue of Hai Lan home (600398) exceeded 10 billion to 10 billion 14 million, an increase of 8.23% over the same period last year, operating profit was 2 billion 735 million, an increase of 10.89% over the same period, and the total profit was 2 billion 752 million; the net profit of shareholders belonging to the listed company was 2 billion 66 million yuan, up 10.20% over the same period.

Revenue net profit replaces the top of the industry. Hai Lan's home is still moving forward.

After Singapore opened shop, in August 15th, Hai Lan's home entered Thailand and opened its first store in Bangkok, Central Plaza Rama9.

This year, many domestic clothing enterprises have been keeping their business performance to keep warm, and have launched into the international market layout: MJstyle broke into the Japanese market, and Semir opened its first overseas store in Saudi Arabia.

In less than a year, the number of stores in Malaysia has reached 9. Hai Lan's home said it will continue to open stores in Singapore, Malaysia and Thailand in the next 3 years.

Pinocchio: no competition loss 13 million 749 thousand

In the first half of 2018, 01353.HK earned 1 million 966 thousand yuan, down 92.2% from the same period last year, and the loss attributable to the company's owners was 13 million 749 thousand yuan (5 million 749 thousand yuan a year last year).

In the wake of the fierce competition in the men's wear industry, the company's performance loss has been reported.

In the second half of the year, the company will expand its overall revenue sources by exploring different investment areas to promote revenue and profit growth, and will restructure its apparel business according to the development and market situation of the apparel industry.

Conclusion

Since the clothing industry has started to warm up, many traditional Chinese clothing enterprises have established a connection with the young consumer groups with the brand younger strategy and upgraded the terminal store image, such as Hai Lan's home, Lining, camel, etc., from the replacement of store LOGO to intelligent black technology, so as to enhance the consumption experience and create different consumption scenarios.

In the first half of 2017, the performance of traditional domestic sports brands continued to rise, and the scale of domestic women's clothing enterprises headed by La Natsu Bell could still be expected to scale. The traditional Chinese men's clothing business competition was accelerated to catch up with the international market layout, while the men's clothing enterprises represented by the odd ones were inadequate due to the lack of innovation in their products, and failed to keep up with the changes in the consumption environment.

From the first half of 2018 earnings report, seven wolves, Goldlion, Hai Lan home three home enterprises net profit growth rate in the range of 10% to 16%, therefore, the Chinese men's clothing industry overall slow down.

At present, the domestic men's clothing industry is still in the pition period of exploration, many men's clothing enterprises challenge a lot, whether it is to return to the main industry, or choose to invest in other areas to revitalize the main industry, or through multi brand strategy to enrich the product line firm position, can not be separated from the courage to examine the momentum and innovation.