A Pair Of "11", Hong Kong Stock Apparel Industry Earn 3 Billion

The new year's double eleven Shopping Festival has come to a close. This time there is no accident. The topic is still around the "growth, growth and re growth".

According to our correspondent, as of November 12, 2018, the total turnover of 22 platforms in the two eleven networks has reached 314 billion 320 million yuan (the same below), an increase of 24.3% over the same period, of which Tmall's "double 11" turnover was 213 billion 500 million yuan, an increase of 26.93% over the same period last year.

However, behind this gorgeous data, there is an indisputable fact that the growth rate of the double 10 pactions is declining.

Taking Tmall platform as an example, the growth rate of double eleven turnover in 2018 was 26.93%, less than 39.4% in 2017 and 32.3% in 2016, less than the growth rate of double eleven turnover in the previous year.

The decline in the growth rate of double eleven will undoubtedly alarm the major consumer brands. The general growth of consumer goods sales on double eleven is likely to be broken in the future.

Under such circumstances, the growth rate of consumer brands with higher sales growth will be higher.

From the perspective of investment, the investment value of those companies that can maintain stable and fast sales growth of their consumer products will also be highlighted.

Based on this, Zhitong finance and economics APP for investors to sort out some of the Hong Kong stock consumer goods industry listed companies, its brand double eleven sales volume and its changes, provide investors with investment reference.

Sports brand: continue to enjoy the feast of growth

When it comes to clothing, the 4 major sports brands in the Hong Kong stock market are "competing for beauty".

This year, eleven or four major sporting goods companies have handed in a good report card.

Anta (02020), Lining (02331) and XTEP (01368) continued to rank the top ten of double eleven outdoor sports brand sales.

Among them, Anta is not only the main brand continues to occupy the third place, its sub brand Fila is also the first time in the top ten of sales, and ranked fifth.

In terms of sales volume, Anta brand sales reached an innovative high of 1 billion 130 million yuan, an increase of 30.82% over the same period last year. Anta broke the 2017 record in 6.5 hours only. It is worth noting that the turnover of Anta brand eleven eleven is equivalent to 10.71% of Anta's total sales in the first half of 2018.

Although Anta's sub brand Fila has not announced the specific sales amount, according to the understanding of APP, Fila stores in China, Hongkong, Macao and Singapore (including FILA KIDS and FILA FUSION independent stores) have reached 1248 in the first half of this year, and sales remain double-digit growth.

In Lining's side, the sales volume of the double eleven total network reached 360 million yuan, equivalent to 7.64% of the total sales revenue in the first half of the year, although the proportion was lower, but the growth rate was 67.44% as compared with that of the previous year.

According to the understanding of Zhitong finance and economics APP, Lining held orders for orders in the second quarter of 2019 in September 2018, and achieved a low 10%-20% growth year by year.

In terms of the tag price, the Lining brand product orders of the franchisee at the order meeting (excluding Lining YOUNG) increased year by year for the twenty consecutive quarter.

The latest Lining sales point has been put into operation at the beginning of the same quarter in 2017. As of the third quarter of September 30, 2018, the sales volume of the same platform achieved a low 10%-20% growth year by year.

As far as channels are concerned, retail channels (direct operation) and wholesale (Franchised Distributors) channels have achieved annual high unit growth respectively. The growth of e-commerce virtual shop business has been growing at a low 30%-40% level. According to the growth rate of Lining's double eleven sales, Lining's fourth quarter business income growth rate is still expanding.

As for XTEP, the total sales volume of the dual eleven network is 310 million yuan, equivalent to 11.36% of the first half revenue, up 49.76% from the same period last year.

Since the completion of the "3+" reform, XTEP has shown a strong recovery trend.

In the first half of this year, it did not achieve revenue of 2 billion 729 million yuan, an increase of 18.1% over the previous year, the most recent 6 years.

In October 8th, XTEP announced that the average sales performance of the same store in the third quarter of 2018 (at retail value) was double digit growth over the same period in 2017.

This time, double eleven XTEP sales again Gao Jie, indicating that the company's recovery trend has been increasingly determined.

In the end, it is 31st degree (01361) and 31st degree is one of the four major sports brands. But this year, double eleven only Tmall flagship store sales have nearly broken through billion yuan mark, so its strength can not be underestimated.

Of course, the sporting goods unit in the Hong Kong stock market is not only the four largest sports brand in China. Yuyuan group (00551), closely related to Nike and Adidas, and Baosheng International (03813) are also worthy of our attention.

Nike and Adidas APP learned that Nike and Adidas in this year's double sales amount continued to maintain the top two of the outdoor sports brand, of which Nike, in the double eleven opening only one minute, the turnover is broken billion, and before 12 noon break 1 billion yuan, double eleven presale ring, Nike became the full network of the largest sales of the brand.

In addition, Nike AirMax, Adidas StanSmith, classic canvas shoes AllStar70 high help retro and NewBalance574 and VansOldSchool and other explosions, the number of bookings is at least 6 digits.

This shows that the strong sales cycle of Nike and Adidas in China is still maintained, and the enterprises that benefit from it must have Yu Yuan group and Baosheng international.

Prior to this, Baosheng International released the previous October operating data show that in October 2018, the company's consolidated operating income of about 2 billion 142 million yuan (the same below), an increase of 20.4% over the same period.

In 2018 1-10, the total net operating income of the company was about 18 billion 778 million yuan, up 19.8% over the same period last year.

Baosheng, who has experienced privatization, continues to grow steadily.

Casual wear: Highlights

In addition to sports apparel, this year's performance of some eleven pairs of Listed Companies in Hong Kong stock has also been excellent.

For example, the sales volume of Jiangnan Buyi (03306) double eleven full day electricity supplier reached 137 million yuan, an increase of 74% over the same period last year, such as UNIQLO sales in 35 seconds to break through 100 million yuan mark, the whole day sales have won men's wear and women's clothing double champion.

Another example is the strong recovery of Bosideng (03998). Double eleven sales reached 740 million yuan, up 30.28% from the 568 million yuan a year earlier.

According to the understanding of Zhitong finance and economics APP, Jiangnan cloth dress is a clothing enterprise that fans the fans' economy to the extreme. In recent years, the quality of fans in Jiangnan Buyi is also improving. From 2015 to 2017 fiscal year, the number of active members has increased from 115 thousand to 260 thousand, the compound annual growth rate is about 50%, and the number of active members in 2017 is over 290 thousand, an increase of 26% over the same period.

By the 2018 half of the fiscal year, high-quality fans contributed 67.4% of the sales revenue to Jiangnan cloth.

Double eleven for Jiangnan Buyi, in addition to increasing sales, it can also effectively improve the economic operation of its fans.

From absorbing powder to strengthening interaction with fans, and then using online and offline activities to further enhance the fans' understanding and cognition of the brand's life philosophy and enhance brand loyalty, it has realized its full channel operation mode centered on the fans economy, and has also paused the way for the group's subsequent sales.

About UNIQLO, based on the offline research before APP, one of its biggest advantages is to integrate online and offline.

It is reported that the customers of UNIQLO can purchase the goods with "store self tagged" under UNIQLO Tmall official flagship store, select the nearest pick up store according to the prompts, and submit the order to complete the payment (without freight). After placing the order, they will receive the "pick up receipt" message. After the store is ready to complete the goods, it will receive another short message "stock completed" message. At this time, you can pick up the goods at the selected store. When you arrive at the store, you can produce the "pick up receipt" message to the clerk and you can finish the pickup.