Multi Brand Matrix Is Strong And Effective -- From The First Half Performance Of 5 Women'S Clothing Companies To See The Industry Competition Situation

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In the new retail and new environment, new technologies and new marketing methods are pouring into the apparel industry.

Expand, make women wear

It also shows a more positive and vigorous trend.

In this issue, the newspaper reporter combed the semi annual data and the first half of the development of 5 women's clothing listed companies in Taiping, vickas, song, Si, and fashion, and an Zheng fashion, to explore the current development trend of the women's clothing market.

Profit growth of 5 enterprises increased by two times

From 5 women's clothing listed companies semi annual report data, enterprise revenue and net profit growth.

according to

Limited by Share Ltd released the first half of 2018 performance report shows that during the period,

Operating income reached 3 billion 169 million yuan, an increase of 12.41% over the same period, and net profit attributable to shareholders of listed companies was 197 million yuan, an increase of 115.31% over the same period last year.

Taiping bird said that the rapid growth of net profit is mainly due to the expansion of sales scale by measures such as continuously upgrading products, strengthening marketing network construction, and promoting TOC system. At the same time, continuous optimization of inventory structure has led to a decline in stock price depreciation preparation, resulting in significant improvement in performance.

Operating income in the first half of this year was 1 billion 380 million yuan, an increase of 48.33% over the previous year, and net profit attributable to shareholders of listed companies was 117 million yuan, an increase of 162.9% over the same period last year.

The company said that under the overall stable industry environment, the company focused on its main business, strengthened its multi brand positioning, arranged the market segments, and continued to carry out the brand filing so as to improve its performance steadily.

In the first half of the year, the Limited by Share Ltd realized its operating income of 1 billion 81 million yuan, an increase of 39.15% over the previous year, and a net profit of 161 million yuan attributable to shareholders of listed companies, an increase of 32.28% over the same period last year.

As the first semi annual report after landing on A shares, the pcript of the Limited by Share Ltd's debut is also brightest.

During the period, the company achieved operating income of 971 million yuan, an increase of 8.81% over the same period, and the net profit attributable to shareholders of listed companies was 336 million yuan, an increase of 23.07% over the same period last year.

The main reason for the increase in net profit is the steady growth of the market channel. In the first half of 2018, the number of the total retail outlets of the company increased by 67 over the same period last year. The electricity supplier channel grew faster in the first half of 2018, and its operating income increased by about 82% over the same period last year.

Group Limited by Share Ltd achieved revenues of 752 million yuan in the first half of the year, an increase of 20.33% over the same period last year, and net profit attributable to shareholders of listed companies was 162 million yuan, an increase of 25.56% over the same period last year.

In the positive aspect, we believe that the increase in profits in the first half of the year is mainly due to the steady growth of brand stores and the optimization of channel quality, the promotion of brand promotion, the integration of all channels, and the substantial increase in online sales.

On the whole, under the background of consumption upgrading, fast fashion is cold to a certain extent. The growth of high-end women's clothing consumption is bright, showing their strong market competitiveness.

Focus on building multi brand matrix

China's women's clothing market is relatively scattered, and the women's clothing enterprises have a single brand size, which is easy to be confined to the scale and difficult to expand. In order to improve the market share, the multi brand matrix has become the choice of many domestic women's clothing enterprises.

The multi brand strategy of domestic women's clothing is also different. Some brands tend to develop independently, while others are good at enriching their product portfolios by acquiring foreign mature two or three line brands.

The six major fashion brands, including "nine posture", "Yin Mo", "an Zheng", "Fei Na Chen", "Mo Sha Ke" and "Anna Kou", occupy a position in the high-end clothing market of China.

In 2018, improving the brand matrix to make up for the lack of categories is still the main direction of investment in the fashion industry.

Through the introduction of agents, joint ventures, acquisition or creation of new brands and other ways to improve the current situation of not enough categories, on the basis of existing men's and women's wear brands, new categories such as children's wear, men's fashion brands, shoes, bags and accessories are added to create a fashion industry group with light luxury, high-end brand and fashion service.

The whole channel mode of an Zheng fashion is also being established step by step.

The "nine posture" brand, as the core brand of the early development of an Zheng fashion, has formed a relatively high channel structure to join the stores. "Yin Mo", "an Zheng", "Mo Sha Ke" and "Fei Na Chen", as the brands that have been launched in succession, take the direct selling mode and the supplemented sales model. The "Anna Kou" adopts the mode of Internet based e-commerce sales. On this basis, all brands will integrate various modes and gradually establish a full channel marketing mode.

With the strength of the major brands, the company widely promoted the acquisition of overseas luxury brand, and built up multi brand matrix.

It has 5 fashion brands and 5 brands covering different market segments, namely, China's senior women's wear brand ELLASSAY, Germany's senior women's wear brand LAUREL, American light luxury brand Ed Hardy, France light luxury designer brand IRO, American designer brand VIVIENNE TAM.

This year, he proposed a new strategic goal: to become an internationally competitive high fashion brand group.

Based on the business models and positioning of various brands, the company has established a multi brand collaborative development mode of operation, integrating various brand resources, while maintaining the independent growth of brands, giving full play to the synergy effect in channels, brand promotion resources and supply chain.

Internally, it can effectively enhance the efficiency of resource allocation, and externally is conducive to strengthening the bargaining power of the company.

He said that in the future development, it will continue to take M & A as a way to cut in, and constantly introduce high-end to light luxury positioning brand, enrich the company's brand lineup, realize the profit of single store in the regional market, and promote brand growth.

The company will identify and tap advanced brands that are in line with the company's strategic positioning and timely intervene in the business development of the lifestyle area suitable for the target audience.

Companies will also be concerned about the trend of integration online and offline, and timely involvement in the new retail mode.

At the same time, he thinks that international brands attach importance to China's huge market capacity and speed up the pace of entering China. As international brands enter China to achieve good performance, they must localize their products and brand promotion and launch products and services that are suitable for the Chinese market. The international brand itself needs to find strong partners in China.

Therefore, investment and acquisition of internationally mature brands has become an expansion opportunity for domestic garment enterprises, compared with a long time from creating brands.

Building new retail channels

According to the 2018 China Daily, industry concentration has been improved. Traditional brand operation mode and traditional channel have been changed by innovative brands and new retail formats.

With the advent of the new retail era, online and offline integration and win win, the emerging technology means to promote the entire network of all channels of precision marketing has become a new trend of future sales.

Take Taiping bird as an example, during the period, it will continue to integrate resources according to the relevant data of offline channels, strengthen the cultivation of high quality shops, and adjust, pform and close the stores with low comprehensive efficiency; continue to deepen strategic cooperation with offline channels such as Yinli, Yintai and Wanda. Through the inspection of the core business circle of key cities, we will push ahead with precision shops and plan to strengthen the layout and opening of flagship stores in the second half of the year.

The retail sales of Taiping bird mall increased from 1 billion 931 million yuan in 2015 to 2 billion 883 million yuan in 2017, with an average annual compound growth rate of 22.19%.

In the first half of 2018, there were 107 shops in Taiping bird net shopping center and 1493 stores at the end of the year, up 18.96% from the same period last year. The total retail sales of shopping centers in the first half of 2018 were 1 billion 649 million yuan, up 27.52% over the same period last year.

Under the measures of reasonably adjusting the proportion of new products, special contributions, promoting sales of old products and optimizing inventory structure, the net retail sales of Taiping bird period reached 980 million yuan, an increase of 29.12% over the same period last year of 759 million yuan.

In the first half of the year, the number of direct store stores was 397, of which shopping centers accounted for about 60%, accounting for 37.6%, and the number of outlets was 659, accounting for 62.4%.

In order to build a channel structure suited to high-end brands, the construction of its direct channel has been significantly faster in recent years.

In the first half of the year, the number of total retail outlets increased by 67 compared with the same period last year, and the electricity supplier channels also had a relatively high growth rate, and revenue increased by 82% over the same period last year.

Vigna S made the brand promotion through multi brand strategy, and accumulated many high-end design team resources, high-end fabrics and production and processing supplier resources and high-end channel resources.

In particular, after buying a huge sum of money to buy the TEENIE WEENIE, the Winnie bears Vigna S's internal resources to achieve the brand strategy of commodity upgrading, and through the external channel resources to enter the high-end shopping malls, and complete the channel upgrade.

On the other hand, Vigna S also actively absorbed the mature Winnie bear management mode to improve the management accuracy.

Vigna S believes that Winnie has accumulated rich management experience in China's leisure wear market and formed a mature management mode.

Vigna S learned from Winnie the management analysis and management experience of the Winnie and set up an advanced management index analysis system to realize the data presentation and monitoring of the company's operation.

In addition, the O2O channel sales, overseas import and export trade and other businesses have absorbed the advanced experience of Winnie the bear, improving management efficiency.

At present, combined with earnings data, women's clothing listed companies are still in the "capital" market, and are also a competitive market in terms of capital market.

Under such circumstances, it is expected that the next few years will be a critical period for the development of women's clothing enterprises. The women's clothing enterprises will continue the development of the two years, accelerate the layout of multi brand, multi category and diversified business structure, and seize market share and consumption flow.

Whether it is industrial development or capital market, the stronger the stronger is an inevitable trend.