Nine Mu Wang Multi Brand Stable Growth, Cross-Border Sports Marketing Aimed At Overseas Markets.

In August 29th, nine Mu Wang released the first half of 2018. The operating income during the reporting period was 1 billion 260 million yuan, an increase of 10.68% over the same period last year, and net profit of 260 million yuan, an increase of 17.10% over the same period last year. The net profit from non recurring gains and losses attributable to shareholders of listed companies was 246 million yuan, an increase of 13.73% compared with last year.

At present, the growth rate of domestic garment industry has slowed down, but the environment is still upgrading consumption. National Bureau of statistics data show that the whole country in 2018 Shoes and cap clothing The cumulative retail sales amounted to 665 million 100 thousand yuan, up 9.2% over the same period last year. The millennial generation has become the main consumer group nowadays. They pursue the quality of life and dress style to "Elite + Leisure". Another main consumer group is known as the "Z generation". They pursue individuality and youth. This is not only the current form of consumption, but also the future development of the king. King Mu expanded the number of brands through acquisitions, improved the style of clothing and expanded the age segment.

During the reporting period, the brands of nine Mu Wang maintained steady growth: JOEONE achieved a revenue of 1 billion 110 million yuan, an increase of 5.46% over the previous period and a gross margin of 59.31%; FUN total operating income of 99 million 43 thousand and 900 yuan, an increase of 77.09% over the previous period, a gross profit margin of 62.19%; JI total operating income of 10 million 531 thousand and 400 yuan, a 24.96% decrease compared with the previous period, and a gross margin reduction of 22.48 percentage points to 15.51%; while NASTYPALM and VIGANO two brands achieved revenues of 15.51% yuan and won yuan respectively during the period.

For products, Men's trousers Category revenue 580 million yuan, 0.6% less than the previous period, gross margin 61.84%; jacket category revenue 240 million yuan, an increase of 27.41% over the previous period, gross profit margin of 54.51%; shirts category and T-shirt category achieved 150 million yuan and 170 million yuan respectively; suits category in the period to achieve 65 million 270 thousand yuan, an increase of 23.73% over the previous period, gross margin is 55.30%. In contrast, T-Shirts, jackets and suits are the three fastest growing categories, and T-shirts are the highest among them, mainly due to the growth of FUN brand business. Among them, men's trousers are the key products of nine Mu Wang, and the income ratio is 47.25%.

The company still sells offline, while sales in the first half of 2018 account for 88.69% of total revenue, while online sales account for only 11.31%. According to China's clothing network, the clothing sales market of nine Mu Wang is mainly concentrated in the first and second tier cities in China. Franchisee The number of terminals is 2694, of which 870 are direct and 1824 are joined. It can be found that there are nearly 1900 terminals joining more than 2600 terminals in the nine herd kings. The franchisees' terminal revenue is 570 million yuan in the period, the operating cost is 262 million yuan, the gross profit margin is 54.32%, which is 0.23 percentage points lower than that of the previous period. In contrast, the direct store has a 490 million yuan profit, and the gross profit margin is 12.67 percentage points higher than that of the franchisee. The problem of the huge number of franchisees of the nine Mu Wang has already appeared in the first quarter of this year. Compared with the previous quarter, although the king was reducing the size of the franchisee, the sales channel was still a big problem for the nine farmers. Channel has always been an important factor affecting the garment industry, widening channels is conducive to opening the market. China apparel network found that although the line is not the main sales battleground of the nine herdles, but the channel distribution is very broad. Not only in the three party platforms such as Tmall, Jingdong, vip.com, suning.com, etc., there are shops set up, but also independently developed the sales platform, nine Mu Wang E shopping mall, and did not break the new media marketing mode.

It is worth mentioning that the Jinjiang Department of clothing brand began to step into the sports field. Men's wear After the sponsorship of the world cup, nine Muwang Wang provided Chinese sports delegation dress. It is understood that the theme of the nine ghosts Wang's dress is "Blue Dream", and the traditional "tomato scrambled egg" color matching is mainly blue and white. Nine years ago, Wang has been well qualified in China for many years. Now cross-border sports marketing also shows the ambition of the king to open up the international market. (author: Mai Tingting)