Who Has Become The Important Promoter Of Women'S Clothing Brand?

Clothing and clothing market has always been dominated by female consumption, and they are becoming the main research objects of businessmen. Although the purchasing power of Chinese female consumers is strong, they basically contribute to foreign luxury goods, while domestic women wear brands appear "cold". Most of the brands in the women's closet are international luxury brands or minority brands. Few of them can see the shadow of the domestic women's clothing brand, which has led to the appearance of a large scale and small focus in the domestic women's clothing market.

According to statistics, China's local women's clothing brands exceed thirty thousand, but the local consumption power is very small. Although the women's clothing market showed a large and decentralized pattern, it did not sink under the support of huge female consumption, but maintained a slow rise.

Uneven performance

In the evening of April 2nd, vicknus released its 2018 annual report. Its operating income reached 3 billion 86 million yuan in the 12 months ended December 31st, up 20.24% over the previous year, and the net profit attributable to shareholders of listed companies was 273 million yuan, up 43.65% over the previous year.

By brand:

In 2018, the main brand VGRASS achieved operating income of 863 million yuan, an increase of 8.97% over the same period last year, and its growth rate dropped by 1.55% over the same period last year.

The acquisition and listing of brand TEENIEWEENIE achieved operating income of 2 billion 188 million yuan, an increase of 25.45% over the same period last year, and the growth rate increased by 22.05% over the same period last year.

Yun Brocade achieved operating income of 24 million yuan, an increase of 8.42% over the same period last year, and its growth rate increased by 3.19% over the same period last year.

Vigna S said that the acquisition of TEENIEWEENIE brand performed well. In 2018, it was committed to developing new high-income channels. Through the o2o integration line and offline resources, TEENIEWEENIE brand sales in 2018 increased by 24% over the same period, of which TEENIEWEENIE women's clothing ranked ninth in Tmall double eleven women's clothing sales.

Vigna S bought the TEENIEWEENIE brand project in 2016 and the price was up to 5 billion 700 million yuan. Since its acquisition, Vigna S's performance has been further alleviated and has become the main force of high growth.

At the same time, the high growth is also maintained in the south of the Yangtze River.

Jiangnan Buyi recently released its earnings report. In the interim results as of December 31, 2018, sales reached 2 billion 30 million yuan, an increase of 22.6% over the same period last year. Net profit attributable to shareholders of listed companies was 380 million yuan, an increase of 22.1% over the same period last year.

Jiangnan Buyi said that thanks to the launch of the new brand and the expansion of the e-commerce business of the group retail network, the performance has increased rapidly.

According to the financial report data, the new retail sales in the first half of the fiscal year in the southern part of the Yangtze River accounted for 20% of the total retail sales in 2019, and the proportion of online channel revenue increased to 10.9%. Online sales helped Jiangnan cloth performance into the 2 billion club and became the main driving force of group revenue.

Contrary to the main brand strategy La Natsu Bell seems to be unhappy.

In the fiscal year of 2018, La Natsu Bell achieved a profit of 10 billion 176 million yuan, down 2.58% from the previous year, and a loss of 156 million yuan attributable to shareholders of listed companies, a decrease of 131.24% over the same period last year. This is La Natsu Bell's first net profit loss.

For performance losses, La Natsu Bell said that due to the adjustment of offline channels, the investment profit and loss is expected to be deviated, and the expense of the shopping center has lost 94 million yuan, 75 million yuan and 26 million yuan respectively, which has aggravated the decline of net profit.

Differences exist in multi brand strategy

It can be found that both the growth of Vigna S, Jiangnan Buyi or the loss of La Natsu Bell are all multi brand strategy, but the results are quite different.

La Natsu Bell's La Chapelle, Puella, Candie 's, POTE, JACK WALK, MARC ECK, and other women's menswear brand and children's wear, has a wealth of product lines, and the location is very clear distinction, in principle, should have good sales results, but otherwise. The main reason is that these brands of La Natsu Bell have problems of homogenization, general quality and low price, which are difficult to attract consumers. In addition, La Natsu Bell has a blind confidence in the expansion of stores, and continues to open shop to increase market share, but it has the opposite effect. The growth of the number of stores has not only increased expenditure but also increased operating costs, which has brought some hidden dangers to enterprises, resulting in a continuous decline in net profit.

Compared with the declining La Natsu Bell, Vigna S and Jiangnan Buyi multi brands should be more rationalized.

Jiangnan Buyi, a fan supported by the economy, is building its own moat with multi brand matrix, extending from women's clothing to men's clothing and even children's clothing. Each brand has a clear positioning and style, and enhances consumer loyalty with personalized and fashionable products. In addition, the brand of Jiangnan Buyi brand covers almost all ages consumers, using their own creativity to deepen the subdivision of designer's brand, maintaining brand awareness and having strong commercial nature. Jiangnan cloth clothing has achieved a balance between personality design and commercialization, so that it has stride into the 2 billion club.

Although Vigna S's main brand has not shown much performance, its acquisition of TEENIEWEENIE, yuan and Yun Brocade brands have a clear brand image, and the clear positioning of the target customers can stimulate consumers' desire to shop. It is worth noting that Vigna S's expansion of the brand is mainly internationalized, and the DNA's brand status in the world is enhanced.

Conclusion

The potential of Chinese women's consumption market is immeasurable, and the demand for women's clothing market is also expanding rapidly. But because of this, the Chinese women's market is becoming a favorite of international sports brands, luxury brands and fast fashion brands. Sports brands continue to tap the value of "her economy", luxury brands continue to enter the layout of the Chinese market, and fast fashion brands are digging up their minds to make Chinese women consumers more addicted. This has led to the rapid competition of China's local women's brand competition market and the strong external pressure.

Modern women's consumption is no longer to satisfy the needs of dress shopping, but also to show themselves through clothing and personalize them. In addition, the rise of young consumers is no longer a single shopping channel, and they tend to be more professional and judgmental, so a more diversified and focused brand can attract their eyes. Traditional women's clothing brands will not find new value positioning, they will be abandoned by consumers, such as La Natsu Bell.

Traditional clothing enterprises can not start from the perspective of consumers and ignore their needs. They can only remain in a predicament of stagnation, high inventory and rising costs. They are faced with a difficult situation of declining revenues and huge profits.