What Is The "Bonus Era" Of Men'S Clothing Expected To Be Lowered By The Annual News Birds And Busen?

Influenced by the resurgence of terminal consumption, the clothing and apparel industry has gradually entered a period of pformation and adjustment. For women's clothing, children's wear and men's clothing market with better prospects, garment enterprises are badly in need of finding a new breakthrough to strengthen their competitive position in the field of clothing and clothing.

In the ever-changing clothing and clothing market, traditional men's clothing seems to be seriously challenged by the "tide" ideology, and gradually presents a complex development situation.

Although the growth potential of domestic menswear market has been promising in recent years, it can not resist the intense competition and is further away from the "bonus era".

The first month of 2019 is coming to an end, and the fourth quarter and annual performance forecasts are also gradually disclosed.

Compared with the high yield of women's wear and children's wear, the men's wear market looks a bit bleak.

In the current garment enterprises, Busen shares and news birds have experienced a downward trend in 2018, which has given some pressure to the future development.

Busen shares

In 2018, Busen shares moved forward in the clothing market. After encountering a variety of changes such as share freeze, civil disputes and constant control, Busen's performance in 2018 was not satisfactory.

In January 15th, Busen issued a revised notice of 2018 performance notice. As of the twelve months of December 31st, the net profit of Busen shares attributable to the shares of listed companies was 185 million yuan ~1.98 billion yuan, down 447% to 486% over the same period.

For performance losses, Busen shares said:

1, the company currently faces three litigation matters and is still in the hearing stage. The amount involved in litigation is 138 million yuan, 50 million yuan and 49 million yuan respectively.

In this regard, whether the company is liable for compensation and the amount of compensation is uncertain.

Therefore, the impact of litigation on the company's 2018 annual performance measurement is uncertain. Based on the prudence principle, the company proposes corresponding liabilities for the three litigation mentioned above.

2, the company made strategic layout in advance in the fourth quarter of 2018 according to market changes, and adjusted the inventory handling policy and dealer return system.

In order to further promote the reform and innovation of clothing sales channels, we laid a good foundation for the growth of garment business in 2019.

In the first three quarters of 2018, Busen shares achieved a profit of 311 million yuan, an increase of 19.29% over the same period last year, and a net loss of 5 million 562 thousand yuan attributable to shareholders of listed companies, an increase of 75.49% over the same period last year.

Based on the downward pressure on the economy, the clothing and apparel industry has been suffering from a more severe business situation. In order to break through the difficulties of making profits, Busen shares put forward the concept of "future stores", which will open up online sales channels and offline stores, and actively embrace the new retail era to attract new generation of consumers.

In this regard, Busen shares want to acquire new Mccauley through the acquisition of Mccauley's rich experience in retail field and scene sales technology accumulation, further layout new retail business, and enhance the development ability of clothing business.

But in the end, because of the long period of assets reorganization, the reorganization plan was terminated and replaced by strategic investment.

Wedding bird

In January 19th, the news birds released the 2018 performance notice amendment notice. The net profit attributable to shareholders of Listed Companies in 2018 is 51 million 860 thousand yuan -6482 million, an increase of 100%-150% over the same period last year.

Previously, the report bird forecast 2018 net profit of 80 million 380 thousand yuan to 93 million 340 thousand yuan, a year-on-year increase of 210% to 260%.

After revision, the profit figures will be reduced.

On the one hand, the performance change is mainly due to the termination of the equity incentive plan, which will accelerate the confirmation of the related share fees during the reporting period. On the other hand, the recent business situation of the apparel industry is more severe, and the terminal sales of the company have not reached the expected level, and the downward pressure on the growth rate is very great.

The first quarter of the three quarter reported that the business revenue reached 2 billion 99 million yuan, an increase of 24.59% over the nine months ended September 30th, and the net profit of shareholders belonging to the listed company reached 70 million 618 thousand and 400 yuan, up 319% over the same period last year.

Since 2013, due to the adjustment of men's clothing industry and the poor sale of terminal and the change of sales channels, the business income of wedding birds has fluctuated greatly, and the net profit has lost a lot in 2016.

In this regard, the birds of love have diversified exploration and cross-border operation, conform to the trend of economic development in the Internet era, and open the development strategy of "industry + investment" to attract younger generation of consumers.

In addition, the news bird also expanded its overseas business and launched its private custom business, and pformed it through the e-commerce platform and the Internet financial industry.

But it seems that in the trial of "trampling" and loss, it has not had a greater impact on earnings.

In January 22nd, the bulletin announced that it had been affected by the weakening of market confidence and the unclear regulatory policies of the industry. The continuous investment capability of the small fish gold clothing invested by its subsidiaries was affected, and the asset impairment test of the 10% stake in the small fish gold suit was carried out, and the impairment allowance was set at 46 million 358 thousand and 200 yuan.

It proves that good news birds have a certain impact on the failure of investment and finance in the whole year.

Compared with the initial performance notice issued in 2018, the announcement of the announcement of Busen and the bird of choice has some degree of underground adjustment. It can be seen that the men's clothing market is still facing great challenges.

Compared with the market size of homemade men's clothing, although the speed of expansion is very fast, the speed of the development of its brand has not yet caught up with its scale, which has led to a downward trend in the growth of the domestic men's wear industry.

Traditional men's clothing brands such as YOUNGOR, modern Avenue, and nine herd Wang are all subjected to internal and external pressures in the process of development.

Today, the consumer market is dominated by the younger generation of consumers. Relatively speaking, aesthetic judgment and demand have also changed. The invasion of the tide brand has also brought some competition pressure. This has forced the traditional brand to make changes, pfer to young consumers, and change the image of the "brand" of the national product brand. The exploration of the diversity and juvenation of Hai Lan's home, Li Lang, Bosideng, and the news birds are all trying to create more fashionable and clear brand characteristics, forming a "differentiation" with their competitors, so as to facilitate a more competitive position in the clothing market.

However, we can see from Busen shares and news birds that blindly following the changes and upgrading them from sales channels and retail terminals can not completely attract the new generation of consumers. Only by adding freshness and fashion sense can we seize the young market more quickly.

Author: Qin Jin Mei