China's Men's Clothing Market Development Trend Data Tells You The Status Quo.

Market size: as the economy grows,

Industry status: as a result of

Entry threshold is low, there are many small businesses and small factories in the market.

Extremely dispersed, the overall concentration is very low, the single brand market share is not more than 4%, and more than 72.36% of the market share is occupied by many small businesses with a single share of less than 0.1%, and the industry competition is fierce.

Compared with other countries: compared with the developed countries, China's menswear retail market share exceeded that of the United States in 2015, reaching US $276 billion 400 million, but compared with the per capita consumption of clothing in several countries, China's per capita value is at the lowest level in 6 countries, only 200 US dollars / person. It is the 1/5 of the United States, 15% of the United Kingdom, and there is still much room for improvement in domestic clothing demand, and the market will continue to grow rapidly in the next few years.

The brand of men's clothing -- Hai Lan's home

"Two times a year, Hai Lan's home"

"Hai Lan's home - a man's Wardrobe"

Latest developments:

(1) upgrading of the main brand image: new design, new endorsement, new stores and new marketing, bringing the public's new cognition to the main brand of Hai Lan's home.

(2) vigorously develop the sub brands: EchiToo, women's wear, Heilan Jeans, young entertainment, AEX&OVV main luxury, HeilanHome home.

(3) overseas expansion and capital expansion: take the initiative to stake UR and Ying Shi, supplement their own design and supply chain deficiencies, and vigorously attack Southeast Asia and develop new markets.

(4) the introduction of war Investment: Tencent shares, expand electricity providers, intelligent stores (CRM, supply chain, inventory), the stock market value rose from 39 billion 539 million yuan to 63 billion 752 million yuan now.

(1) product end: Vingano is the main high-end men's clothing, NPJI is the main young fast fashion, the agent Korean brand ZioZia is the main suit, FUN is the main brand.

(2) channel side: vigorously expand the electricity supplier channel, close down the loss shop under the line, promote the digitalization in battalion store Dali, realize the soul hand.

(3) supply chain: speed up the ordering frequency, reduce the number of single orders, stock and improve the accuracy of stock.

(4) management side: carrying out the reform, dividing the large area into smaller units, selecting the head of the unit, and directly linking the performance to the unit income, so as to enhance the enthusiasm.

Hai Lan's home: Nine herd king -- comparison of income level

Income level: Hai Lan's home revenue in 2016 was 17 billion yuan, and the annual compound growth rate is expected to remain around 10% in the next four years. In 2016, the income of 2 billion 300 million yuan was 2 billion 300 million yuan.

2016 - 2017 is the turning point of the two companies. The main source of growth of Hai Lan's home comes from channel sinking, acquisitions and other brands.

In 2018, other brands of Hai Lan's home will also be officially launched. It is expected that with Tencent's stake, there will still be room for better revenue.

Net profit level: in 2016, Hai Lan's home net profit was 16.3%, and 9 Mu Wang net profit 16.8%. It is expected that net profit will be improved with the survival of the fittest in the next few years.

In 2017, the two companies released the supply chain reform plan. The specific input will be reflected in the net profit from 2018 to 2019, but with the continuous improvement and optimization of the supply chain, long-term investment will be a positive factor.

Hai Lan's home: Nine herd king -- comparison of channel ends

Channel structure: the two companies have started the layout of e-commerce channels since 2014, and the proportion of electricity providers has been increasing year by year.

Among them, Hai Lan's home started earlier, and electricity providers accounted for a higher proportion.

With Tencent's stake in 2018, Hai Lan's home revenue is expected to rise again.

Hai Lan's home is mainly based on franchising, and self shop is only a display shop for experience. In recent years, the franchise channels have been expanding continuously, mainly expanding to low level cities.

The combination of self employment and joining of the nine Mu Wang has mainly closed down the loss stores in recent years to increase profits.

Hai Lan's home: Nine herd king -- comparison of stores

Store location: Hai Lan's self owned store is a flagship flagship store, which is located in a large business district in key cities, with a total area of large shops (averaging 300 square meters), and most of the franchised stores have large stores, with an average of 180 square meters.

As a single category (trousers mainly), the area of single store is smaller than that of Hai Lan, the average store is 60 square meters, and the average store is 107 square meters.

Ping efficiency: from the perspective of Ping efficiency, multi category clothing stores have higher flat efficiency than single category stores, and the development of single category stores is limited.

Hai Lan's home: Nine herding king -- brand Portfolio comparison

Both companies began to expand the brand line in 2017, but the emphasis was different.

It focuses on the development of the whole category while the nine herd King focuses more on men's clothing development.

In the family of Hai Lan, Ying and UR are the brand of strategic acquisition, while ZioZia of nine herding king is the acquisition brand.

The strategic objective of expanding the category is:

(1) different brands in the business circle can form a joint effect to better enter and attract different consumers.

(2) learn from each other's strengths and weaknesses in the supply chain.

(3) get more complete data.

It is expected that the two companies will increase the speed of sub licensing in the future, and increase the proportion of the secondary brand in all brands, so as to make the income structure more healthy.

Consumer changes:

At present, the biggest trend of consumers is to become more rational and individualized.

Rationality stems from the full circulation of information, and consumers value highly priced clothing.

Especially in the economic environment, during the depression period, the costumes with high performance price ratio will usher in rapid development.

Individuation is the inevitable trend of consumption upgrading. At present, consumers' preferences are varied and rapidly changing, and the risk of single brand competition is increasing. The strategy of multi brand collection becomes the future direction.

The core competitive point of the future:

Supply chain:

Small and medium factories and small companies make the profit margins of the whole industry continuously compressed, and the speed of consumers' preference increases faster, and whether the supply chain is fast enough or not, and whether flexibility is in place is the top priority of the industry competition.

Brand matrix: single brand is very easy to be constrained by the rapid elimination of style reasons. Whether or not it can form a multi brand horizontal alliance form a brand matrix is very critical. In the face of new consumers who are newly loathing and aggravating, many brands and styles can continue to get consumers' popularity.