Who Searched For The Competition Between American And State Costumes And Semir, Who Crossed The "Pressure Mountain".

In March, the fashion week in China entered into a flourishing situation. Shenzhen fashion week, Guangdong fashion week, China Fashion Week and Shanghai fashion week launched a colorful competition with their fashion styles.

But throughout the major fashion week, we can see many fashion brands, such as tide brand, high-end customization and personality, and few casual wear brands.

In this personalized and diversified clothing and apparel consumer market, casual clothing has been forgotten by fashion people, even by sports brands.

Moreover, after losing some consumers, the casual wear brands began to go downhill.

Giordano's earnings report showed that net profit fell 4% to HK $480 million in 2018, and consumers in the Asia Pacific region lost their attractiveness to the brand, resulting in a decline in brand sales. JEANSWEST, a Hong Kong brand giant JEANSWEST, was stripped of its business last year by its parent company sunrise enterprise, and data showed that 1300 stores were closed in 5 years. Esprit's parent company Sijie global revenue fell 15.84% in December 31, 2018, and the profit attributable to shareholders was 85.85% lower than that in December 31, 2018. The performance of burshallon also declined, and net profit from 2014 to 2017 was HK $127 million, 115 million Hong Kong dollars, 25 million Hong Kong dollars, 4 million 886 thousand Hong Kong dollars.

In the winter of clothing and apparel industry, clothing and clothing brands are gradually showing difficulties.

In such a market environment, how are the old casual wear enterprises such as Semir, USA and costumes?

We can get a glimpse of the year's performance in 2018.

Semir apparel

Semir apparel business income in 2018 reached 15 billion 716 million yuan, up 30.68% over the same period last year, and net profit attributable to shareholders of listed companies was 1 billion 690 million yuan, up 48.74% over the same period last year.

Data show that Semir apparel business revenue, gross profit and net profit are showing a relatively high growth trend.

According to the financial report, the total assets of Semir clothing at the end of the reporting period were 16 billion 714 million yuan, an increase of 22.51% over the current reporting period, and the equity attributable to shareholders of listed companies was 11 billion 152 million yuan, an increase of 10.4% over the same period last year.

For business revenue growth, Semir apparel said that with the revival of the consumer market, the leisure apparel business has resumed growth and steady growth in children's clothing business, coupled with the rapid growth of the electricity supplier channel to promote revenue growth. In addition, the French SofizaSAS company purchased by Semir last year, which incorporated its fourth quarter revenue in 2018, has led to revenue growth.

American Apparel

In 2018, after the omni-directional dress was upgraded in all directions, the United States finally ushered in the situation of turning losses into profits.

In the 2018 performance bulletin, Smith Barney apparel showed that the annual revenue reached 7 billion 664 million yuan, an increase of 18.42% over the same period last year. Net profit attributable to shareholders of listed companies was 42 million 900 thousand yuan, an increase of 114.08% over the same period last year, and operating profit reached 56 million 400 thousand yuan, an increase of 118.46% over the same period last year.

In 2017, the United States and costumes continued to show huge losses.

American Apparel said that the growth in 2018 was due to the upgrading of brands, channels, products and retail outlets so as to be closer to the upgrading needs of the new generation of Chinese consumers.

Search for special

The annual earnings bulletin, which was released in 2018, showed a 18 billion 523 million yuan profit in 2018, an increase of 0.95% over the same period last year, a total profit of 665 million yuan, a decrease of 36.58% over the same period last year, and a net profit attributable to shareholders of listed companies to achieve 392 million yuan, down 36.06% from the same period last year.

In the fourth quarter, the company's supply chain management business declined compared with the same period last year.

Two) as the company's financing costs increase, the annual financial cost of paying 144 million yuan, a larger increase compared with the same period last year.

Three, at present, the pressure of the garment industry is relatively large. With the increase of inventory, it is necessary to make adjustments based on the market changes. The provision for depreciation in the current period will be 90 million 791 thousand and 900 yuan.

Based on the above three reasons, the change and instability of performance are resulted.

Taking a look at Semir clothing, the United States and costumes, search for the three annual revenue of 2018, Semir clothing and search in the past have broken through the 10 billion mark, Semir clothing has increased by 30.68%, and American Apparel has increased by 18.42%, and the growth rate of Semir has increased by 0.95%.

The outstanding performance of Semir's clothing sales is due to the excellent performance of the children's wear board. Its children's brand balbara expects to grow at around 25% in 2018, which is a big part of its performance. In addition, as an important part of promoting the strategic pformation of Semir's apparel industry, the electricity supplier has also provided new points for the improvement of its performance.

Seeing the net profit data, Semir clothing grew by 48.74%, and American Apparel increased by 114.08%, and the search for 36.06% declined. The only decline in search was the increase in profits, which was slightly less than that in Semir and Smith Barney.

In recent years, he has been trying to pform the supply chain in garment business, and to a certain extent, reversed the decline of performance. However, the "fast reverse mode" which was tried last year to accelerate the development of the "tidal front" has not played a significant role. Maybe this mode has also brought a high inventory, resulting in a decline in performance.

It has played a major role in the pformation and upgrading. It is the United States apparel industry. The net profit is the largest growth in three enterprises. Since 2015, the loss has continued to 2017, and the United States has been under tremendous pressure in the state of turning losses into profits. After a year's all-round upgrading in 2018, it finally ushered in the positive growth of profits.

From Semir clothing, Mei Bang dress and search in the three annual performance, we can see that the domestic casual wear market is still on the rise, and the market prospect is also expected.

According to the data, in 2016 -2020, the scale of the domestic adult casual wear market is expected to reach 7.3% annually, and the scale of the domestic adult casual wear market will reach 860 billion 300 million yuan in 2020.

Although the scale of casual wear market has been increasing, the market competition rate has been improving. Especially fast fashion brands are coming into the market, international brands are strengthening the layout of China's market, and tide brands are attracting the eyes of the new generation of consumers. This leads to the increasingly tense position of traditional casual wear in the market, resulting in the development of leisure apparel brands in an unstable stage.

The subdivision area of the clothing market has been continuously excavated, and the brands are competing to deepen the market pformation. For example, Taiping, Jiangnan Buyi, Hai Lan home, Lining, Anta and other brands have opened up new fields of innovation, so compared with the traditional casual dress enterprises, they are still standing in step, and lack of innovation ability from product positioning, sales channels and business models, thus leading to the loss of a new generation of consumer market.

In the new generation of consumer oriented clothing market, how to make a traditional and casual clothing brand in the sina tide to go out of a young and efficient pformation path is still a question of continuous consideration.

Author: Qin Jin Mei