Another Look At Clothing: American, La Natsu Bell, Song And Si, Vignas Sen Ma Business Data Analysis

No matter what big news is there at home and abroad, what are the big events last week?

China apparel network takes a look at the domestic and international clothing industry.

Major events in China: April 15~4 19

La Natsu Bell, Song Li Si, Wei NAS silk, these women's clothing brand recent situation how?

Recently, the major clothing brands announced their annual earnings in 2018 and the first quarter of 2019.

In the environment of low consumption in 2018, the performance of the clothing brand is naturally a few unhappy things.

As we all know, in recent years, the performance of domestic fashion casual wear brands is not very satisfactory due to the fashion trend.

La Natsu Bell: Waterloo's performance has been criticized for its expansion. Song: repurchase shares are all very good, Wenger: revenue 3 billion, multi brand Pyramid continues upward.

Zhongfu said: as the front line of the three women's clothing brands in China, we can see the current trend of the domestic garment industry by analyzing their recent situation.

La Natsu Bell finally released the 2018 annual report, net profit has been declining for three consecutive years, especially through the listing and opening shop financing this simple and crude mode allows enterprises to expand rapidly in a short time, but a large number of Direct stores mean a large backlog of inventory. If management is not in place, it is easy to drag down the whole business.

In addition, recently, the newly released hit show "all is good", the appearance of a big coat of singer has become a successful case of brand implanting advertising.

Vigna S made a beautiful comeback through the acquisition of Teenie Weenie.

It can be seen that the reverse attack of women's clothing brands is everywhere.

Why didn't Metersbonwe's "brother" Me&City do it?

"Metersbonwe, do not take the unusual road" this advertisement and everybody must have heard, but Mian Styr (Me&City) this name very few people know, actually Mian Styr is Metersbonwe launches a new brand.

Me&City was launched in 2008. The consumption level of Chinese residents has reached a certain level, especially in the high-end market of the city. The consumer market has a higher demand for brands, pays attention to fashion sense, personalization and consumption experience, requires the brand to have a high sensitivity to the social consumption demand, and the market responds rapidly, but does not pay attention to the technical requirements of product production, and more pursuit of handmade clothing products.

Zhongfu said, "why is Metersbonwe very successful? But in Me&City, it has encountered difficulties.

The most mature reason is that the former US bond position is deep enough. Me&City brand positioning high-end urban residents, and the American campuses (low price strategy), the campus based young people themselves have the difference of the crowd, and have brought the low price brand impression to the consumers. From this, the early brand related sales seriously affected the high-end image of Me&City, and the impressions of the first impressions are hard to change after that.

And in 2008, foreign well-known fast fashion to seize the Chinese market, Zara and other brands came to life, to meet the needs of urban white-collar wear, so although Me&City precise positioning, but there is no hot operation.

What has been done for children who have been dragged down by operators?

The first outdoor brand in China has been running down continuously in recent years, and the Pathfinder has entered a trough. Recently, the Pathfinder disclosed the performance bulletin. In the 2018 fiscal year, the company's revenue fell 33.91% to 2 billion 5 million yuan, and the loss expanded to 182 million yuan.

Pathfinder children's clothing is mainly located in high-end outdoor products for children, providing safe, comfortable and professional outdoor sports equipment for children aged 2-16.

At the beginning of the development of outdoor products, Pathfinder seized market opportunities, and the company's business profits increased year by year. But the directors of the group were not satisfied with the status quo and began the road of pformation.

Zhongfu said: the Pathfinder children's clothing was cooperated with Parker's emperor, and the explorer's children's wear was put into operation mode. They signed a contract of up to ten years, and the Pathfinder handed over the business of children's clothing to the operation of paramount.

However, there are drawbacks in the operation mode. The business indicators of children's clothing do not meet their expectations. The Pathfinder has to withdraw the authorized operation of children's clothing, carry out the independent operation of the brand, and set up shop owners for children's wear.

But sales channels were also hindered. In the first half of 2018, there were only 15 stores under the children's wear line.

Except for offline shops, the online Taobao cat flagship store was closed.

Diversified development lacks brand incubation and product research and development input, so that the Pathfinder has to return to the main business and focus on the outdoor products industry. In the face of market competitiveness, it is a long road for the Pathfinder to return to the main business.

Wandering between "rubbing and being rubbed", the old Chinese goods fought back to create "Shanzhai style".

In the industry circles, the heavy weight of the old Chinese brands, especially the recent "hot and hot", is the fundamental reason for being "rubbed".

It is noteworthy that, while being "rubbed", Huili is also branding other brands of heat: imitation of many brands of popular products, more or less in their products can find Vans, Asics, Converse, Adidas and other products of the shadow.

According to the insiders, more efforts should be made in products, channels or marketing. As an old domestic product, it needs market orientation, especially in the era of millennial pursuit of individuation and diversification.

Zhongfu said: in the case of "farmer's back NONGFUHUILI" trademark dispute has settled, the old Chinese goods have successfully defended their legitimate rights in the heat of rubbing.

In dealing with the problem of "being rubbed", the strength of the attack is strong, and of course it does not avoid its own borrowing from other brands.

Can you make yourself a noisy customer?

Huili only relies on low price and national tide sentiment cards. It is difficult to grow rapidly. Therefore, the high-end game has been launched, and the custom made by YEENJOY STUDIO owners has been sold at a price of up to 999.

In fact, for the "national brand" power to return to the consumer's vision, every step must be careful.

Semir clothing and children's clothing business is developing rapidly. Light asset mode has played a great role.

As a branch of mass consumer goods, the apparel industry is an industry that has opened up competition earlier in China.

Semir clothing, founded in 1996, has been a leader in domestic casual wear after more than 20 years of development.

According to the company's latest disclosure of annual performance bulletin, in 2018, the company achieved operating income of 15 billion 716 million yuan, an increase of 30.68% over the same period last year, achieving a net profit of 1 billion 693 million yuan, an increase of 48.74% over the same period last year.

Zhongfu said, "why is Semir a light asset?"

Because Semir clothing does not have its own factory, sales mode is also mainly based on affiliate, and direct business is subsidiary.

In addition to production and sales, Semir can still stand tall and closely related to brand operation, product development and supply chain management capabilities.

In 2018, Semir clothing carried out two important tasks, all related to children's clothing industry.

One is the acquisition of the French children's wear brand Kidiliz, the other is the North America's largest children's clothing brand THE CHILDREN 'S PLACE.

We should take advantage of our own advantages and entrust the low value-added links to the upstream suppliers and downstream agents. The brand will do well in the management and design of the intermediate brand. This mode is light asset management.

A shares three birds: Pacific bird, noble bird, good news bird, how to fly out of different destinies.

Forest birds, free birds, West Lake birds, newspaper birds, birds and new wine...

There are birds in the name, which seems to be the base of the clothing enterprises to fly.

One of the most famous is the three birds who flew into the A-share market: A, the bird of peace, the bird of peace.

2001 is the starting point for the rapid development of China's brand apparel, and the first round of brand clothing opens.

Among them, there are birds of peace, birds and birds.

Two years later, China's brand apparel changed from accelerated development to rapid development.

After entering WTO, the competition of garment industry is intensified, and the per capita disposable income of the people is raised.

Heaven, earth, and harmony.

Listing is a similar starting point for three birds to enter the capital market.

Zhongfu said: from 2014 onwards, the development of the brand clothing industry began to slow down.

In this period, industry profits were redistributed at the end of brand and channel.

How to adapt to the new environment and become a problem of three birds.

This also makes three birds of A shares fly out of different destinies.

The news birds didn't expect that they planned to take off again and again with one main business strategy, and open up the imagination space.

But it seems that the birds haven't strengthened their movements and intentions.

If the news birds are still half joys and woe, then the "bird of honor" can be regarded as a worrying prospect.

Behind the diversification is the prosecution and the fuzzy position of "not doing the right job".

Among the three birds, the Taiping is one of the most peaceful, still holding the main business, and the strategy of youth is even more flat.

International events: April 15~4 19

There are six reasons behind the continued rapid growth of UNIQLO China.

Recently, at the financial press conference held in Tokyo, Mr. Ryui Masa, chairman and CEO of fast marketing group, and Okazaki Ken, chief financial officer, attended the group. Senior executive director of the group and Pan Ning, chief executive of UNIQLO, chief executive of China, summed up the six major reasons for the rapid growth of Greater China and their potential for development in the future, especially for the success of brand building in life.

Zhongfu said: for the clothing brand, clear style positioning is very important. Obviously, it is easy to mention UNIQLO, comfortable wearing experience is deeply rooted in the hearts of the people, but it is difficult for competitors to imitate.

In particular, in recent years, UNIQLO has taken effective channels of communication with well-known KOL cooperation to make it flow smoothly in Asia.

Another obvious aspect is store layout and digital management, which will speed up the opening of stores in the two or three tier cities in the future, because every city has millions of people and many middle class. UNIQLO has more market to be developed in the Chinese market, and it will not slow down.

Notre Dame de Paris post disaster reconstruction LV and Kai Yun rush to pay the bill

In France, on April 15th, a fire broke out in Notre Dame de Paris in the capital of France.

After the incident, many people in Paris spontaneously pray for the Notre Dame de Paris chorus "the Madonna" and kneel down.

Fortunately, the artwork in Notre Dame de Paris has been pferred smoothly. There are reports that the fire is related to the recent renovation works.

In a televised speech, French President Mucklow vowed to rebuild Notre Dame de Paris and publicly plan to launch a national fundraising campaign to fund the reconstruction project.

France, as the base of luxury goods industry, has caught the attention of the luxury industry in the wake of the Notre Dame de Paris fire.

The chairman of Kai Yun group said for the first time that Pinault and his family would donate 100 million euros.

Zhongfu said: for luxury goods, the support of the world cultural heritage seems to be more valuable and spiritual.

Notre Dame de Paris is a 800 year historical and cultural heritage. Gucci's parent company has made an industry model for the whole industry.

In the future, luxury ecology will also have wider and more social value.

Obviously, the new battlefield has already formed.

In the sense of social responsibility and national reputation, luxury brands are becoming a new competitive weapon beyond market sales and product design.

Chief executive Moncler: no one told me about takeover and is not planning to retire.

Remo Ruffini, chief executive of Italy luxury brand Moncler, said in an interview on Monday that no one had asked him to buy Moncler.

"No one told me to buy Moncler.

We are in a very good position. It is a pity to choose to sell at this time. I am not ready to retire yet.

Remo Ruffini said, "I am looking forward to our performance in the next three or four years."

He also mentioned in the interview that he will not choose to develop Moncler through foreign acquisitions. Instead, he plans to focus on reforming product strategies and speed up the pace of new products.

Zhongfu said: Moncler has been developing rapidly in recent years, and its market value has soared 10 times in 8 years.

In particular, the alliance that experienced major shareholder changes last month can be seen as a big fluctuation in share price, making people speculate whether there are significant changes in the brand.

Next, we will not choose to develop Moncler through foreign acquisitions. Instead, we plan to focus on reforming product strategies and speed up the pace of new products.

It can be seen that the brand pays attention to itself and focuses on clothing research and development, which will win more people's appreciation.