Comparing The 9 Well-Known Women'S Clothing Listed Companies: The Gap Is Narrowing And The Trend Of Collectivization Is Obvious.

With the improvement of women's professional level, the economy is becoming more independent and the clothing consumption ability is constantly improving. Women's clothing has become the largest category of clothing consumption.

With the strong consumer demand in the domestic market, the size of women's clothing is also expanding. According to the data of Frost &Sullivan, the overall size of the Chinese women's wear market has exceeded 800 billion yuan. The size of the Chinese women's clothing market is expected to maintain steady growth in the future, and the market size in 2021 will exceed 1 trillion and 700 billion yuan.

As the earliest and most active garment industry in China, the women's clothing industry has formed a relatively complete industrial chain, from product design, manufacture to sales mode to a mature level, and the market tends to be highly saturated.

However, the influx of fast fashion brands and designer brands has made the track more crowded.

Recently, the 2018 annual reports of various garment brands have been unveiled. Throughout the performance of women's wear listed companies in 2018, the gap between enterprises is gradually narrowing, and the competition for women's clothing industry will become more intense in the future.

Reporters focused and selected nine domestic women's clothing listed enterprises, including scale leader to ladder followers, from revenue, net profit, channels, future plans, and other aspects, to see the whole picture.

First, comparison of revenue and net profit

Data show that 2018 of women's clothing listed companies have good or bad performance, but the overall trend is still on the rise.

From the point of view of revenue, in the 9 brands that were counted, except La Natsu Bell, the other 8 listed women's clothing enterprises all achieved positive growth in revenue. The highest revenue was La Natsu Bell, up to 10 billion 176 million yuan, followed by Vigna S 3 billion 90 million yuan and Jiangnan cloth 2 billion 864 million yuan.

From the perspective of revenue growth, the highest is Jiangnan Buyi 22.80%, followed by high-end women's clothing Vigna S 20.30% and song's 18.66%.

From the perspective of net profit, the other 7 brands have achieved positive growth except La Natsu Bell and the fashion of the day. The top three of them are di Su fashion, Jiangnan Buyi and Song Li Si.

The fastest growth rate of net profit in the same period was Vigna S, Jiangnan Buyi and Song Li Si, which reached 43.6%, 23.80% and 20.74% respectively.

It is worth noting that although La Natsu Bell won the first honor of revenue, it is also the only enterprise in 9 enterprises with negative revenue growth. At the same time, La Natsu Bell's first net profit fell by 132%, which has lagged behind other women's clothing listed companies.

Statistics show that La Natsu Bell landed on A shares in September 2017, and the company's performance in 2018 the following year was a loss.

At the beginning of the listing, it was highly sought after by capital and continued to limit.

Up to now, its total market capitalization is only 4 billion 350 million yuan, which is nearly cut behind the previous 7 billion 520 million yuan high.

However, in the face of both performance and stock price downturn, La Natsu Bell said that it will continue to expand stores and intelligent stores. In 2019, under the capital cold winter, La Natsu Bell will face more brutal challenges and tests.

Two, number of stores comparison

With the decline of department stores, the shopping centers are taking the opportunity to rise. The major clothing brands have also speeded up the pformation and adjustment of the channels, showing a different landscape at the speed of opening stores.

According to the annual report, as of the end of 2018, La Natsu Bell has a total number of direct battalion counters 9269.

However, in just 3 months after the start of 2019, La Natsu Bell closed 1616 to 7653 stores, a net decrease of 1887 compared to the end of 2018, claiming to reduce the ineffective input of resources.

It is interesting that La Natsu Bell opened 1132 stores in 2018, and most of these stores were directly operated.

It can be seen that while La Natsu Bell is closing the shop, he is still expanding the store in a crazy way.

The mystery of the "left handed expansion of the right hand shop" is somewhat unseen, and it is also unknown whether La Natsu Bell can be saved in distress.

In addition to La Natsu Bell, the number of stores in Wien Nash has also decreased during the reporting period, of which VGRASS brand stores have been reduced by 5.5% to 153, while TEENIEWEENIE brand stores have been reduced by 4.2% to 1232, and the number of stores has not changed.

The number of stores in other brands increased positively during the reporting period, and the largest increase was in the south of the Yangtze River, with a net increase of 240 during the reporting period.

Three, online revenue comparison

With the development of electricity suppliers and the change of consumer habits, the venues of major brands have also spread from line to line, and online channels have become increasingly important venues for brands.

On the whole, the online channel revenue of all women's wear brands increased significantly in 2018, and the proportion in total sales increased gradually.

Taking the above 9 women's clothing brands as an example, from the perspective of growth, the growth rate of other brands has reached two digits in addition to La Natsu Bell and Japanese fashion, and the fashion is 107.18%.

In addition, although he did not publish specific data on the online channel, he also mentioned in the annual report that the annual electricity supplier's women's wear increased by 117%.

As a matter of fact, online consumption has played an important role in people's daily consumption. Online channels have become an important field for every major brand.

Next, how to further seize the attention of customers on various platforms is a question that these brands need to think about.

Four, create multi brand matrix group trend is obvious.

In the face of increasingly fragmented market demand, women's clothing enterprises seem to have consistent development goals and operational actions, that is to become a comprehensive "fashion group", and plan to continue to increase the number of multi brand and multi business layout in the future, and the trend of collectivization is obvious.

For example, Jiangnan Buyi, in line with its group's multi brand expansion strategy, launched a brand new fashion environmental brand in 2018 -- REVERB and its two men's wear brand SAMO. In February this year, it launched a new menswear designer clothing brand "A PERSONAL NOTE 73".

Previously, Jiangnan cloth has 8 brands: Women's wear JNBY, women's wear less, men's wear (sketch), Pomme de Terre (Peng MA), home JNBYHOME, men's wear SAMO, designer brand collection shop LASU MIN SOLA and sports leisure REVERB.

Today, DAZZLE has four clothing brands: "DAZZLE", "DIAMOND DAZZLE", "d" zzit and "RAZZLE". At the same time, it says in the annual report that new brands and businesses will continue to be introduced in the future. The development of multi brands will not only be confined to clothing, but will also cover the concept of big fashion. It will also consider extending the category design on the basis of the original brand.

In addition to its own fashion brands, "Zheng Zi", "Yin Mo", "an Zheng", "Fei Na Chen" and "Mo Sha Ke", five other lines of fashion brands have acquired the Shanghai ritual Mdt InfoTech Ltd, which is mainly based on maternal and infant products, and began to enter the fields of mother and infant and children's products.

At the same time, an Zheng fashion also plans to layout the field of fashion standards, including cosmetics (cosmetics, skin care products), jewelry and other businesses.

At present, there are four business segments, including fashionable women's clothing, green baby, fashion beauty and asset management.

In the women's clothing market, there are 4 independent brands. They are LANCY FROM 25, LIME FLARE, Marien Mary, liaalancy, and the proxy brand is 4, namely MOJO S.PHINE, JIGOTT, FABIANA, and MOJO.

In addition, the lady's dress also involves mother and baby and children's products, medical beauty and other fields.

Still have to pull Chapel, its multi brand strategy seems to have not yet worked, and failed to contain the decline of performance.

La Natsu Bell currently owns more than 20 brands, including LaChapelle, Puella, Candie's, 7m and LaBabit e, which include public casual wear, designer brand, children's wear, etc.

Although the company's brand is numerous, but according to the data disclosed in the earnings report, the performance of the company has been retrogressive in the past two years. The reason is that the sales of the women's clothing brands La Chapelle and Puella in 2018 have dropped by more than 10%, while the sales growth of the women's brand Candies and children's wear and men's wear cards still can't make up for the decline of La Chapelle and Puella.

Thus, in the early stage of cultivating new brands, enterprises will undergo a period of pformation and labor pains.

But if the operation is right, the layout of multi brand matrix is expected to become a new growth point for enterprises.

Five, strive to become a head enterprise, women's wear industry competition is more intense.

Looking at the performance of the 9 women's clothing listed companies, Vigna S, Jiangnan Buyi, Rendi, Ke Lai Di, Song Li Si and di Su fashion 6 women's clothing enterprises in 2018 showed double-digit growth in net profit, especially in the near future. Although the overall revenue was only 2 billion 100 million yuan, the net profit was as high as 574 million yuan, becoming the most profitable one among the nine enterprises.

But from the scale of revenue, apart from La Natsu Bell more than 10 billion yuan, most of the other women's clothing enterprises are hovering on the ladder of 20-30 billion.

On the one hand, this reflects the fierce competition in the women's clothing industry. On the other hand, it also reflects that the domestic women's clothing is still in a relatively extensive market and relatively low market concentration, lacking the growth stage of the head enterprise and brand.

Nowadays, China's apparel industry has shifted from production orientation to consumption orientation, and the focus of industry competition has changed into brand competitiveness.

The age of women's clothing brands has been completely divided. The future women's clothing market will be divided by interest labels and values.

In the future, what women's clothing enterprises can "stand out" and truly become a competitive women's clothing group may still depend on how the pformation, adjustment, remodeling and upgrading of enterprises are carried out. After fierce fighting, the competitiveness of women's clothing enterprises will change qualitatively and really widen the gap.