Who Will Win The Battle Of A Man'S Clothes?

With the change of consumption environment, domestic

The industry as a whole is getting warmer, but compared to the fast developing women's clothing market, the traditional men's clothing industry is still relatively slow.

The current tradition

What is the direction of the development of enterprises? Or permission to see one or two through the third quarter earnings report.

Seven wolves: reverse the decline in net profit

On the evening of October 29th, the seven wolves released their third quarter earnings. In the three months ended September 30th, their operating income reached 2 billion 353 million yuan, up 14.5% over the same period last year. Net profit of shareholders belonging to listed companies reached 214 million 700 thousand yuan, up 10.18% over the same period last year.

According to China's clothing network, seven wolves in the third quarter of 2018 reported slightly higher earnings and the third quarter of 2013, but the net profit attributable to a 150 million yuan gap, the data showed a large contrast.

It is worth noting that the seven wolves are now reversing the trend of net profit attribution, but their performance has not been greatly improved.

In 2017, the seven wolves bought the Karl Lage rfeld brand. In the earnings report, they said they would strive to promote the overall business development of Karl Lage rfeld brand Greater China region, and promote the implementation of the long-term development strategy of the company to create "seven wolf fashion group".

Exploring the fashion pformation is the main direction of the seven wolves in recent years to change. Through the implementation of diversification strategy and brand matrix, the brand, channel, product and brand will be promoted.

Chain refinement reform, enhance brand fashion influence.

In the consumer market dominated by "fans economy", the seven wolves realized that consumers were more willing to pay for brand names that resonated with themselves.

In August 27th, the seven wolves announced that this is the first season champion of street dance, Han Yu and the actor Zhang Hanyu as the new spokesperson.

Hinur: fire brigade of Wen Brigade

Hinur released the three quarter report in October 29th. Data showed that in the first three quarters of 2018, it achieved 991 million 900 thousand yuan, an increase of 80.46% over the same period last year. Net profit of shareholders belonging to listed companies reached 79 million 410 thousand yuan, an increase of 256.83% over the previous year, and 603 million yuan in the third quarter, an increase of 212.88% over the same period; the net profit of shareholders belonging to listed companies reached 77 million 780 thousand yuan.

In the first half of 2018, he continued to optimize his business structure and speed up the layout of his travel business. He also strengthened the cultural travel section through mergers and acquisitions, which made the results of the first three quarters very substantial.

According to financial reports, in the first half of the year, the gross profit rate reached 23%, which is far more than that of the Sino tour business.

21.49% of the main business.

Traditional clothing enterprises often suffer setbacks in the main garment industry, so they are constantly looking for new blocks to open up new businesses.

In order to enhance the performance space, YOUNGOR has developed real estate before, and then has the layout of the medical and American business. In addition, we have added a new version of the tour. We see that the diversified layout seems to have achieved good results and added new growth to the performance.

The acquisition of Lijiang ERON, Lijiang Huilong, Shangri-La Du Kok Zong lane, cedar dinosaur exploration Kingdom and song tour network, etc., and she wants to fully open the cultural tourism sector and improve the layout of cultural tourism strategy, so as to enhance the competitiveness of enterprises, develop new market growth points, and achieve sustainable development.

In recent years, the performance of the main garment industry has been declining frequently, and the sale of assets has been greatly reduced in order to reduce the declining trend of performance. However, it seems that it has not worked.

In the three quarter, he continued to expand the territory and quickly grew up. He successfully changed the situation of his clothing business and restored his function of self hematopoiesis.

Hai Lan's home: high inventory steering to sell "Life Aesthetics"

Hai Lan House released its third quarter earnings in the evening of October 29th. In the three months ended September 30th, Hai Lan's business income reached 13 billion 40 million yuan, an increase of 4.53% over the same period last year, and its net profit increased by 4.66% to 2 billion 628 million yuan over the same period.

Its women's clothing brand AI Ju rabbit is still the main force of growth, its main business grew by 55.52% during the same period, and Hai Lan's main brand revenue increased by 3.97% during the same period.

Although the performance of Hai Lan's home has been growing continuously since 2013, its inventory and net profit have been increasing. However, the high inventory has made it headache. According to the data, Hai Lan's stock is up to 9 billion at present, which is 7-8 times that of the seven wolves.

Last year, Hai Lan's home opened the brand of "100 clothes and hundred Shun" and bought clothes at a low price. The aim is to reduce the inventory pressure.

In addition, the survival of the clothing market is getting more and more difficult. Hai Lan's family is trying to find a way to push the home line. Hai Lan chooses the life hall, learning the fashion of fast fashion brands, and selling "Life Aesthetics" to young people.

The home of Hai Lan, two times a year, is no longer satisfied with the ambition of the moment. It is hard to sell clothes. Is it possible to find new income points by selling sheets?

New rivers and lakes brand new force

From three enterprises earnings data, men's clothing brand performance in the three quarter showed a continuous improvement trend, and the warming trend is also steadily rising.

In the third quarter, the revenue of seven wolves rose by 14.5%, net profit increased by 10.18%, and the revenue of the company increased by 212.88%; Hai Lan's home revenue increased by 4.53%, and net profit growth increased by 4.66%.

Compared with the other two brands, Hinur's pformation has achieved fairly good results, and has also opened up a new plate after reclaiming its achievements.

The development prospect of the men's clothing market, which is constantly optimistic about capital and market, is still slightly complicated. Although the brand performance of Hai Lan home, seven wolves, nine Mu Wang, Busen, Hinur and other brands has risen, there are also modern boulevards and YOUNGOR brands that have lost their main garment industry, resulting in slippery performance.

In addition, the competition pattern of the domestic men's wear market is becoming more and more intense and complex. Women's brands constantly attack men's clothing market, tide brand rise and grab share, international brand and designer brand influx, all want to have a share in the Chinese men's wear market, leading to the gradual decline of the domestic traditional men's wear brand and the bonus era.

In this environment, the major brands have been looking for new ways of performance growth, but how to get results is different.

Hinur and Hai Lan's home can not improve their performance in the clothing industry. They can only increase their income by finding foreign aid, expanding their cultural travel and home plates. Even if the clothing industry is in a depressed situation, the seven wolves are still sticking to the deep tillage clothing business. By acquiring the controlling stake of Karl Lagerfeld China's operation entity, they can upgrade their terminal stores to achieve a magnificent turn in the clothing industry. There are also modern Boulevard investments in M & A to form a pattern of fashion dress, jewelry accessories, perfume and cosmetics, but the results are unsatisfactory, with a net profit loss of 59.79% in the three quarter.

The times are changing, and consumers' preferences are changing, affecting the development mode of the garment industry.

And in the men's clothing market, who can shake the status of Jiang Hu, we need to see the effectiveness of the major brands.

(author: Jin Shu)