Fujian Style Men'S Clothing In A Complex And Changeable Situation, Steady Change And Innovation.

With the gradual disappearance of dividends in early development, plus domestic and foreign

Go hand in hand and let the domestic market make all the domestic and foreign markets in it.

Companies are under pressure.

In 2018, we can see that these are New Look and Topshop.

The brand has repeatedly closed down China's channels; ZARA, H&M, the international clothing giant is also not good, and the "declining" earnings report is no longer the same as before; the local old brand enterprises are trying hard to pform under pressure.

Under the huge waves, some people die and some rise.

In 2018, thanks to the upgrading of consumption and the cyclical recovery of industries, the local men's clothing enterprises, such as the seven wolves, Li Lang, nine Mu Wang and CABBEEN, who had worked hard for many years, welcomed the turn. They integrated the supply chain and returned products, seamlessly merged online and offline, and fully excavated the newly emerging industries. The acquisition and merger became more and more intense, leading to the "new country tide".

Initial success in pformation

Whether it is the Chinese consumer confidence index or the performance report of the local major listed apparel group, the steadily rising trend runs through the whole year of 2018.

Previously, Fujian seven wolf industrial Limited by Share Ltd announced the results of the first three quarters of 2018. During the period, the seven wolves realized operating income of 2 billion 353 million yuan, an increase of 14.50% over the same period. The net profit attributable to shareholders of listed companies was 215 million yuan, an increase of 10.18% over the same period last year.

According to the seven wolves, sales revenue in 2018 is expected to increase compared with the same period last year based on orders and sales.

It is estimated that the net profit margin attributable to shareholders of Listed Companies in 2018 will be 0 to 15%, with an interval of 300 million yuan to 360 million yuan.

Reporters learned that in 2017, the net profit of seven wolves belonging to shareholders of listed companies was 316 million yuan.

It is not spring that sticks out.

In the "semi examination", "the cash on hand reached 1 billion 870 million yuan, no bank loans, maintain a high dividend payout ratio" extremely beautiful performance, let the industry's amazing Li Lang again pmit the news. In the spring and summer order meeting in 2019, Lilanz total wholesale orders increased by 23% year-on-year.

The three quarterly report released by Limited by Share Ltd in 2018 showed that business income in the first three quarters was 1 billion 920 million yuan, an increase of 7.74% over the same period last year. The net profit attributable to shareholders of listed companies was 350 million yuan, an increase of 1.86% over the same period last year.

Behind the revenue, the local clothing brand in the past several years to the inventory, the closure of low efficiency income terminal pformation results first show.

Since the adjustment period, the adjustment of channel end has always been a major drama in the content of South Fujian men's clothing changes.

In recent years, it has become the choice of many enterprises to set up shop cautiously, optimize shop opening effect, lay online channels, and link online and offline.

Returning to the essence of products is regarded as a magic weapon by many enterprises. Many enterprises, including Li Lang, have invested heavily in products, and have managed to keep their eyes open.

Seize the right to speak in the young market

Under the two wheel drive of big data, Internet of things, payment aggregation, AI and other new technologies and upgrading of consumption of residents, the retail industry is brewing a new round of change, and has opened up a new path for the development of China's fashion industry.

With the continuous development of urbanization, the rapid rise of the middle class and the steady growth of the disposable income of residents, under the environment of consumption upgrading, it has helped to promote the growth of residents' clothing consumption expenditure.

The continuous differentiation of consumers with different purchasing power and different dress preferences provides more diversified choices for the market segmentation of garment enterprises, and also poses a higher challenge to their ability to satisfy customer segmentation demands.

The clothing brand has gradually sought the development path suitable for the enterprise itself from the extensive management and brand positioning.

At present, local enterprises have made some good achievements and changes in the adjustment of sales channels and inventory. The mainstream clothing enterprises have initially established their own positioning, and are constantly improving to fit in with the market and consumption.

Under the trend of consumption upgrading, the consumption concept represented by individuation has brought a new round of growth momentum to China's garment industry.

In order to seize the draught, almost all the old fashioned clothing brand pformation takes the "younger" as the main focus.

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Among them, Li Lang played the "new retail of attack", set up an exclusive VMD planning team to know the product information, let the products speak to consumers, and use the big data to analyze the research and development of the energy products, enhance the back-end regulation and control ability; the seven wolves in the four sign of Milan, convey their fashion views to the young consumers with the spokesmen of the vegetarian spokesperson; CABBEEN, who works together with the four sons of lohua, interprets the "Stay 20, Stay 30" positioning with the mobile device Cabbeen tide YOUNG Pavilion, confronts the new generation; nine Mu Wang invites Lu Yi to serve as the spokesperson of the "new gentry"; at the same time, he initiates the brand upgrading strategy, and promotes the brand asset height with the promotion of popular IP promotion and Star public interest.

Compared with past gimmicks, local brands are more well managed, taking into consideration the two faces of "face" and "Li Zi".

Though different modes of business are different among enterprises, they are changing all the time, that is, finding the part of the young consumer culture conforming to the brand characteristics, infiltrating the brand into their lives, and providing products that conform to the aesthetic and usage habits of the young people, so that consumers can see the charm and great potential of the local brands again.

Journalist observation

Restore justice

According to the world clothing shoes and hat net, in 2018, China's clothing industry was on ice and fire. On the one hand, the domestic brands went to sea and the tide of the country rose.

It is gratifying that the local men's wear brands have made brilliant report cards on the road of pformation.

Behind this is the unprecedented self-confidence of the Chinese people. The young fashion brands have more discourse power. The integration of resources and platform interconnection have achieved initial results, and the effect of the local brand's deep adjustment has been revealed for many years.

This adjustment was initially confused.

But soon, the local brands will see the way and find the way.

Nowadays, whether we insist on "raising quality and not raising price", implementing "simple and simple", or even relying on the "seven industry wolves", or relying on the three platforms of "Seiko quality platform", "fashion quality platform" and "personality tide platform", we have found their own strategic positioning in the adjustment.

This adjustment was initially one-sided.

But soon, the local brands will see the clouds and see the sun. The system reform will open all over the consumer end, marketing side, channel end and supply chain end.

Nowadays, the local clothing brand adjusts the supplier structure on the one hand, reduces the unit purchase cost by using the advantage of scale, on the other hand, increases the production process pformation and the factory intellectualization pformation, enhances the production efficiency, reduces the unit labor cost.

At the same time, from the perspective of the whole industry chain, we should strengthen our independent research and development and enhance the competitiveness of our products.

This adjustment was initially feeble.

But soon, local brands will see the clouds, see the advantages of integration, and update them iteratively.

Nowadays, single brand or single product style line has been unable to meet the demands of the target group's all-round lifestyle, and is more difficult to adapt to the increasingly fierce competition in the industry.

In recent years, local clothing brands have been strategically adjusted, or have acquired extensive mergers and acquisitions, or set up their own core matrix around the main industry investment in the fashion industry chain.

Thanks to the 40 years of reform and opening up, local clothing has been pformed from the "three to one" pure processing and OEM production enterprises to today's industry wide garment industry. From the single consumption to the various kinds of matching nowadays, the Chinese market has undergone tremendous changes at the same time as it integrated into the global market.

Looking forward to 2019, the fashion creativity of Fujian faction continues.

Industry memorabilia

In June 7, 2018, China's imperial card and FIFA jointly announced that the "imperial brand" officially became the world's first commercial real estate brand sponsored by the official FIFA world cup area, and the "whistle" became the official sponsor of the 2018 FIFA World Cup.

In July 18, 2018, the seven hundred wolf group's 100% leasing Holdings Limited was successfully listed on the Hongkong stock exchange gem. IPO

Since then, Bai Ying leasing has become the eighth domestic leasing company to successfully list in Hong Kong.

This is also following the seven wolf industry, Huixin small loan, the seven wolf group's three listed companies.

In July 25, 2018, at the eighteenth Asian Games Chinese sports delegation's handover ceremony, the king of nine herdmen officially declared the Chinese sports delegation dress supplier, and the cooperation lasted for 2018-2024 years.

In July 27, 2018, CABBEEN's first children's clothing store opened "Cabbeen love". The introduction of this children's wear brand marked CABBEEN's entry into the children's wear area.

In July 31, 2018, tiger capital invested 10 million yuan to acquire all the equity capital of Tianjin Yuxin billion e-commerce and expand its food business.

In August 20, 2018, the seven wolves were planning to extend the establishment of a wholly owned investment subsidiary, Xiamen seven equity investment limited liability company, as the main external investment entity of the company, and to take part in the new opportunities of garment industry and related fashion industry and retail consumption industry in the form of direct investment or the formation of special funds around the various aspects of the fashion consumption ecosystem.

The strategic pformation of the industrial and investment strategy of the seven wolves is becoming clearer.

More interesting reports, please pay attention to the world clothing shoes and hats net.