The Performance Of The Public Leisure Wear Enterprises In 2018 Is Good And Bad. We Should Increase The Channel To Adjust And Pform.

Taking a look at the 2018 development of Hai Lan home, Semir clothing, Taiping bird, La Natsu Bell and other public leisure apparel enterprises, although the performance of each enterprise is showing different trends, enterprises have intensified their channel pformation and adjustment, and are more cautious in opening up their stores.

Hai Lan's home revenue has double net profit, and plans to open more shopping centers.

In March 29th, Hai Lan's home issued the annual report in 2018. The annual report shows that the company achieved operating income of 19 billion 90 million yuan in 2018, an increase of 4.89% over the same period last year, and realized a net profit of 3 billion 455 million yuan attributable to shareholders of listed companies, an increase of 3.78% over the same period last year.

The home of the sea Lanlan said that the company insisted on the opening of the "golden section, the diamond shop", and continued to increase the strength of the shopping center to develop the shopping center stores with benchmarking.

The international strategy of multi - state and multi - brand is adopted, the Southeast Asian market is ploughed deeply, and 4 countries in Malaysia, Thailand, Singapore and Vietnam are stationed.

In 2018, the company opened 1181 new stores, closed 300 stores, and made a total increase of 881. The total number of stores was 6673, of which 5097 were Hai Lan's brand, 1281 were AI Chu's brand, and 295 were other brands.

Electricity supplier business, the company through the mainstream e-commerce, vertical electricity providers, social networking and other channels to promote the company's electricity supplier business, promote online ordering, the nearest store delivery mode, explore online and offline linkage O2O mode, nearly 3500 stores have launched a full channel zero sale system.

By the end of 2018, the total number of online members of the company reached 13 million 840 thousand, an increase of 28% over the same period last year, and the annual operating income of the company was 1 billion 151 million yuan, an increase of 9.25% over the same period last year.

Hai Lan's home said that in the future, it will focus on expanding the shopping center, taking advantage of the quality store resources of core shopping centres and shopping centers, adjusting and optimizing the marketing network layout of street stores, maintaining the coverage of stores in the 234 line cities, expanding the overseas market in Southeast Asia, trying to develop the Japanese and Korean markets, improving the layout of online multi brands and various formats, and testing the water to join hands in the online cross-border platform.

We should promote the development of new brands and form multi brand development of popular brands, light luxury brands, fashion trend brands and home life brands, so as to realize the multi brand strategy of corporate life and consumption.

Semir's apparel performance is growing and developing professional retailers.

In February 27th, Semir apparel released its 2018 performance bulletin. The report shows that Semir's apparel revenue reached 15 billion 716 million yuan in 2018, an increase of 30.68% over the same period last year, and the net profit attributable to shareholders of listed companies was 1 billion 693 million yuan, an increase of 48.74% over the same period last year.

Semir apparel said that the main reason for the growth of the company's business revenue was the resumption of growth in leisure wear business, the steady growth of children's business and the rapid development of online sales to boost the company's revenue growth. Two, the company's acquisition of French Sofiza SAS in 2018, bringing its fourth quarter business income in 2018, resulted in an increase in revenue.

The main reason for the company's operating profit, gross profit and attributable to the net profit growth of shareholders of listed companies is the increase of company's operating income and the increase of gross profit margin.

Semir apparel said in its 2018 semi annual report that the company focuses on expanding shopping center channels, increasing investment in e-commerce, and promoting the development of stores, department stores, shopping centers, outlets and e-commerce channels; promoting agents upgrading, promoting the pformation of core agents to professional retailers, and creating super large scale agents.

The company's investment activities in 2018 were quite active. In addition to the acquisition of Sofiza SAS of France, the company intends to invest $5 million in JWU and LLC.11.00% shares, and intends to jointly invest with JWU and LLC. to set up a joint venture.

Statistics show that JWU, LLC. is founded by young Chinese fashion designer Wu Jigang in the United States, and Wu Jigang is also the founder of the "JASON WU" high fashion brand.

The JASONWU brand was founded in 2007 and is located in high-end clothing for women's wear. The products are mainly aimed at women with fashion and economic foundation at the age of 25-40.

Semir apparel said that this investment can enrich the company's brand matrix, expand the company's international brand territory.

La Natsu Bell annual operating deficit, plans to reduce the proportion of Direct stores

In March 29th, La Natsu Bell released the 2018 annual report. The annual report shows that the company achieved 10 billion 176 million yuan in 2018, a decrease of 2.58% compared with the same period last year. The net profit attributable to shareholders of listed companies was 160 million yuan, down 132% from the same period last year.

Brand La Chapelle, Puella revenue decreased by 11.94% and 13.35% respectively, compared with the same period last year, the operating income of 309 million yuan and 284 million yuan were reduced, while the sales growth of women's clothing brand Candies and children's wear and men's wear brands still couldn't make up for the decline of La Chapelle and Puella; the sales of the company's Direct stores were lower than expected in the second half of 2018; the three and fourth quarter income of the company decreased by 12.90% and 3.74% respectively; three, the income of department stores continued to decline, and the revenue of the department store counters was 4 billion 893 million yuan in 2018, which was reduced by 369 million yuan compared with the same period last year. The proportion of total income decreased from 369 million to less. La Natsu Bell said the company's operating income declined compared with the same period last year, mainly due to the main women's clothing.

La Natsu Bell believes that the reason for the company's first annual operating loss is that, besides the decline in terminal sales and the decline in gross margin, it also reflects the urgent need to adjust the business development mode of "multi brand and direct business". Under the direct mode, the excessive fixed cost and expenditure will lead to a sharp decline in the company's profit level under the condition of weak sales growth. Meanwhile, some of its own and investment cooperation brands need more resources in the 3-5 years' cultivation period, and the continuous operating losses during the cultivation period will also cause the company's current profits to drop.

La Natsu Bell said that in 2019, the company will speed up the process of channel pformation and adjustment, improve the profitability of single stores, and form a structural layout with equal emphasis on direct operation, joint operation and franchise.

On the one hand, we should identify the key areas covered by the direct operation channel, close down the deficit and inefficient stores, and on the other hand, we should implement the way of joint operation and franchisee for the company's blank market at the county level and the weak direct management capability of the municipal market, and strive to form the layout of the joint venture and the franchised stores over 50% in 1-2 years.

Taiping bird's net profit increased by two times.

In March 29th, Taiping bird released its annual report in 2018. The annual report shows that the company achieved operating income of 7 billion 712 million yuan in 2018, an increase of 7.78% over the same period last year, and the net profit attributable to shareholders of listed companies was 572 million yuan, an increase of 27.51% over the same period last year.

Taiping bird said the company is committed to providing high-quality fashion apparel products with high cost performance for Chinese fashion youth aged 20-30.

At present, the company's brands include PEACEBIRD women's wear, PEACEBIRD men's wear, LEDiN Lok dress, Mini Peace children's wear and MATERIAL GIRL dress, PETiT AVriL sweet children's wear, PEACEBIRD LIVIN, Taiping bird's nest home and so on.

Annual report shows that in 2018, Taiping bird retail accounted for 78.9%, of which 36.2% were direct battalion, 42.7% of which joined (including joint ventures), and 21.1% of retail sales.

According to the company's external environmental impact, such as China's economic slowdown, the company adopted a prudent strategy in 2018 to shift the focus of its store development to the shopping center and close down the outlets that are not profitable.

In 2018, the company expanded 343 stores, and the total number of stores was 4594 in December 31, 2018.

The total number of shopping center stores was 1719 (including direct sales and franchisee), with a net growth of 343 in 2018, and retail sales grew by 20% over the same period last year.

Taiping bird said, the company's previous street stores, department stores, shopping centers, electricity supplier "four wheel drive" mode, upgraded to "new four-wheel drive" channel layout, mainly reflected in the following aspects: first, optimize street stores; two, strengthen shopping centers; three, raise department stores; four, pay attention to the development of OLE; in 2018, the company's retail sales exceeded 300 million yuan, an increase of 70% over the same period last year.

The five is to promote the pformation and empowerment of e-commerce.

The annual GMV of the company's e-commerce platform reached 3 billion 600 million yuan, and the retail sales grew by 10% over the same period last year.

Electronic commerce to upgrade the proportion of new products, looking for explosions, while developing new business providers, expand new channels for social networking, and cooperate with Alibaba, Tencent and other companies to explore new retail.

The performance of Smith Barney clothing is turning into a profit, and shopping center + channel sink is parallel.

In April 8th, the annual report of the United States apparel released 2018, the annual report shows that the company achieved operating income of 7 billion 677 million yuan in 2018, an increase of 18.62% over the same period, the net profit attributable to shareholders of listed companies was 40 million 361 thousand and 600 yuan, an increase of 113.24% over the same period last year, compared with a loss of 305 million yuan in the same period last year.

In 2018, the company continued to promote the pformation and upgrading of its brand and products, so that the sales revenue of comparable outlets increased by about 7% over the same period last year.

In 2018, Metersbonwe brand income performance improved, the annual sales revenue increased 13% year-on-year, ME&CITY brand sales revenue increased by 48% in 2018, Moomoo and ME&CITY KIDS two children's clothing brand annual sales revenue increased 24% year-on-year.

The company adheres to the strategy of parallel development of shopping centers and traditional business circles, deepens strategic cooperation with famous shopping centers throughout the country, sets up benchmarking shops in the first and second tier markets, and joins cooperation mode in the three or four line market. In 2018, its distribution revenue increased by 33% over the same period.

Mei Bang clothing said that the company focused on fashionable young consumers to tap the different needs of the market segments at a popular price. Currently, there are brands such as Metersbonwe, ME&CITY, Moomoo, ME&CITY KIDS, CHIN Kee, and Metersbonwe brand has launched five series: NEWear, HYSTYL, N vachic, vachic and N.

In 2018, the company put forward plans to further tilt to the three or four tier cities in terms of channel expansion. It will develop the county level market with the strategy of "100 cities and thousand stores" + shopping center parallel development and "hundred cities thousand shops" strategy.

In 2019, the company will continue to upgrade its brand, upgrade its products, upgrade channels and upgrade its retail products. It will promote the parallel channel strategy of shopping centers and traditional business circles, and explore the application of internet intelligent tools to digitize retail stores.

In search of special performance decline, supply chain business development slowed down.

In April 15th, search for the 2018 annual report, the annual report shows that the company achieved operating income of 18 billion 519 million yuan in 2018, an increase of 0.93% over the same period, the net profit attributable to shareholders of listed companies was 369 million yuan, down 39.72% compared to the same period last year.

There are several reasons for the change in performance.

First, the company developed the supply chain management business. With the change of market environment, the company slowed down its growth rate. In the fourth quarter, the supply chain management of the company decreased over the same period last year. However, the supply chain management business increased by 4.09% in the first half of the year, and the supply chain management business was still the main source of revenue and profit of the company.

Two, affected by the market economic environment and the warm winter weather in the south, the brand clothing business of the company decreased slightly compared with the same period last year, achieving a total operating income of 1 billion 475 million yuan, down 3.58% from the same period last year.

Three, as the company's financing costs increased, the company's financial expenses during the reporting period increased by 151.66% over the same period last year.

Four, the pressure of the clothing industry is relatively large. In 2018, the stock price decline was increased by 77.51% compared with the same period last year, and the provision for bad debts was 54.05% higher than that of the same period last year.

In clothing business, the company plans to introduce a new retail mode.

One is to use the red label "tidal front" to co-ordinate the original sales channels, to implement the "futures + fast reverse" system; the two is to explore the "fast reverse" development mode with the blue label "tidal front", arrange 50 stores as a "fast reverse operation test shop"; three, make use of the new media in the Internet age, such as WeChat, micro-blog, jitter, fast hand, little red book and other social platforms, live broadcasting, store broadcasting and other media, increase flow and gather fans; four is to open up supermarkets and shopping centers; five is to provide consumers with "super cost performance" products.

Hua Shang observation: mass leisure apparel enterprises to increase channel adjustment and pformation efforts

Taking a look at the listed companies such as Hai Lan home, Semir dress, La Natsu Bell, Taiping bird and so on in 2018, we can find that compared with the first half of this year, the performance of enterprises is generally red. Annual performance shows that the general growth of business performance has slowed down. We can see that in the second half of last year, especially in the fourth quarter, the performance of enterprises has been greatly depressed by the market pressure, and the performance of enterprises has been more differentiated. The performance of Taiping bird, Semir clothing and other enterprises has continued to grow, and the performance of Smith Barney's clothing has turned into a deficit. The performance has declined, while La Natsu Bell's performance has recorded a loss.

Behind the division of performance, we can also find a main line, that is, the mass leisure clothing enterprises are adjusting their pformation efforts to increase channels, intent to occupy more high-quality channels, improve the efficiency of channel operation, and reduce operating costs.

In terms of online channels, opening more shopping center shops is the mainstream choice of enterprises. In addition, adjusting the business mode and reducing operating costs, such as reducing the proportion of direct businesses and opening more franchises and stores, La Natsu Bell also calls for closing down outlets that are not good in profitability. Basically, a more cautious attitude is taken in the channel development strategy, and the intensity of channel sinking has been increased.

For example, Smith Barney said it plans to further tilt to three or four tier cities in terms of channel expansion.

Along with the adjustment and pformation of the channel, the online business is also a key area for mass leisure enterprises.

Hai Lan's home, Taiping bird, search for special businesses mentioned new ways to expand social networking.

In addition, online and offline integrated channel retailing is still a business model promoted by mass leisure enterprises.

Generally speaking, the implementation of brand development strategy of multi brand and multi category, and adopting the channel management mode of "one tier city shopping center direct store + three or four line city channel sink to join a joint store" is the mainstream mode of operation for most of the public leisure apparel enterprises.