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    14 Men'S Clothing Listed Companies Annual Performance Who Is Stirring Men'S Clothing This Male Lake?

    2019/5/31 18:08:00 7826

    Men'S ClothingListed Companies

    Compared with the "economy" that has been discussed in recent years, male consumers have not received much attention. However, the new generation of male consumers pay more attention to their personal image and dress. The rise of fashion consciousness is becoming a new potential stock, and the demand for men's clothing market is accelerating.

    According to the prediction of relevant agencies, the Chinese men's wear market will maintain a steady growth of 13.1% in the forecast period from 2016 to 2020. In 2017, the retail market of men's wear market reached 676 billion 100 million yuan. By 2020, the retail market of men's wear market is expected to reach 979 billion 300 million yuan.

    In the face of favorable environment, domestic traditional men's wear brands are actively seeking new breakthroughs and constantly trying new directions.

    But in the era of consumer upgrades, how to break the stereotype of the domestic men's wear brands and get the recognition and favor of young consumers becomes their biggest challenge.

    In this regard, the focus and selection of fourteen domestic key men's clothing listed companies were focused on and selected from the perspectives of revenue, net profit, profitability and brand layout.

    First, comparison of revenue net profit

    Looking at the performance of men's clothing listed companies in 2018, the growth rate of 14 listed men's clothing enterprises increased and decreased, and net profit growth also had profit and loss. However, a clear trend was that the gap between men's wear listed enterprises was widened and differentiation increased.

    First of all, look at revenue. At the top of Pyramid, Hai Lan's home revenue is 19 billion 89 million yuan. It is the only enterprise with a revenue scale of more than ten billion. In the second place, YOUNGOR is 9 billion 635 million yuan, and third is the 8 billion 850 million yuan of Shanshan stock.

    The rest of the listed men's clothing enterprises are in the annual revenue of 2 billion -40 billion, and the gap with the top three companies is bigger. The Busen shares at the end are only 320 million yuan, and nearly 60 times worse than the Hai Lan's home.

    It is worth mentioning that just in May 27th, the Chung Chung group, which struck the clock Market in May 27th, has earned more than 14 people in the above men's business camps, including the seven wolves, the Chinese Li Lang, nine Mu Wang and other A veterans.

    From the growth rate of the same period of revenue growth, the 11 highest revenue growth enterprises, the highest increase is Hinur 121.99%, followed by China's 29.8% and George White 27.7%.

    However, it is worth pondering that Hinur's operating income growth is not due to the main men's business, but mainly due to the rapid growth of Wen's travel business during the reporting period. In 2018, Hinur's tourism business revenue was 983 million yuan, accounting for 57.13% of the group's total revenue, up 204370.37% over the same period last year.

    Looking at net profit, in the 14 listed men's clothing enterprises, except for Giordano international, Hong Kong Group and Busen 3 enterprises, the net profit of the 3 companies declined during the same period, while the other 11 enterprises achieved a positive growth in net profit in the same period.

    Among them, the highest net profit is YOUNGOR's 3 billion 677 million yuan, followed by Hai Lan's home 3 billion 455 million yuan, and China's 750 million yuan.

    From the same period of net profit growth, the gap between the 14 enterprises is very wide.

    Although Hai Lan's home is stable, its net profit growth has slowed down, only 3.78% in 2018, far below YOUNGOR's 1139.14%.

    In addition, the 6 enterprises of Shanshan, China, Hinur, Goldlion, and George White also achieved double-digit growth in net profit.

    While the net profit of red beans and Busen has plummeted, the red bean has dropped by 66.06%, Busen has slumped down by 470.36%, and net profit and revenue have both negative growth.

    In this regard, Busen shares pointed out in the earnings report that the company's profit declines in 2018 were related to three litigation matters, including Deqing case, Zhu Dandan case and Xin Rong wealth case. The final three cases of litigation compensation fees made the profit decline.

    Two, Profitability Comparison

    Among the 14 listed men's clothing enterprises, the shareholders of Hai Lan's home are still the most profitable, ranking first, the weighted average return on assets is as high as 28.70%, the second ranking is China's lon 23%, and the third is YOUNGOR 13.99%.

    However, the weighted average return on net assets of Busen shares has dropped sharply compared with the same period last year, and shareholders are unable to earn money. Under the situation of greater competition in 2019, Busen shares will face more brutal challenges and tests.

    In terms of gross margin, the other listed men's clothing enterprises have achieved positive growth in the same period except China, Hinur, Georges Bai and Busen.

    YOUNGOR's performance is even better. Not only net profit has increased by 1139.14% over the same period, but it has become the highest net profit brand, with gross margin rising by 1.64%, reaching 65.69%.

    Secondly, second of the birds are 61.06%, third, 57.39%.

    It should be pointed out that although Hai Lan's home revenue ranked first in 14 enterprises in 2018, it was realized in the context of substantially increasing stores and increasing sales expenses, including advertising expenses.

    According to the financial report, in 2018, the number of net increase stores in Haolan's home was 881, 15.21% compared with the end of last year; the sales cost was 1 billion 799 million, and the increase was 16.17% over the same period, but its revenue growth was only 4.89% at the same time; meanwhile, the growth rate of gross interest rate was also falling to 1.92%.

    That is to say, the profitability of Hai Lan's home has not been greatly improved in the past year, and the growth has encountered bottlenecks.

    At the same time, its high inventory and business management mode is still being questioned by the industry.

    Three. Comparison of development layout

    1, the strategic layout of the main enterprises of deep plowing clothing has its own characteristics.

    From the above 14 men's clothing enterprises development layout, Hai Lan home, good news birds, seven wolves, George White and other enterprises have done enough work in the main business.

    Hai Lan's family has been expanding its brand lineup in recent years, extending from "men's Wardrobe" to women's clothing, sportswear, children's clothing and so on. At present, there are 8 brands: Hai Lan home, San keno, AI Ju rabbit, black whale, OVV, AEX, Hai Lan optimization living hall and boys and girls.

    Among them, the black whale, OVV and AEX were founded in 2017, respectively, for sports brand, women's wear brand and men's wear brand. Boys and girls were Hai Lan's home in 2018, through holding their children's clothing brands to increase their capital, the target group is 6 months to 16 years old children, positioning high quality, high cost performance; Hai Lan preferred life hall is lifestyle household brand, main office supplies, toiletries, bedding and other ten commodity products.

    And in the past year, Hai Lan's family has actively joined hands with Tencent, the US group, the famous variety and so on, and launched a series of younger strategies, but the results are far from satisfactory at present.

    In recent years, the birds have also focused on men's clothing industry.

    According to the 2018 annual report, the main business revenue accounts for more than 90%.

    Its brands such as the news birds, HAZZYS (Haggis) and Kay Mitchell have all achieved sales growth. They have gradually formed a multi brand and multi category ecosystem including formal clothing, business casual wear, British casual wear, professional shirts and professional wear. Among them, "tops" are the main source of business income.

    In addition, the news bird recently announced that it would pfer 10% of the shares owned by its wholly-owned subsidiary of small fish and gold, and again showed the determination to concentrate on the main industry.

    The same as the good bird, Georges white has been concentrating on the clothing business.

    It is reported that George White is mainly engaged in the production and sale of "Georges white" "Giuseppe" brand. The main products include men's suit, trousers, vest, skirt, shirt, jacket, windbreaker and so on. The income of professional clothing products accounts for 95% of the company's main business income.

    Besides, George White is also expanding his school uniform business.

    Although the seven wolves share the modern digital business of modern communication, according to the semi annual report last year, the company's main business income still accounts for 96.92% of the total revenue.

    Moreover, in order to enrich the brand matrix, the seven wolves set up a light luxury brand "WOLFTOTEM" in addition to the "seven wolves" brand in 2014, and invested in Chao brand "16N" and international light luxury brand "Karl Lagerfeld" through acquisitions, so as to meet the needs of different customer groups.

    At the same time, in order to better control sales channels, the seven wolves also joined the cross-border e-commerce platform Farfetch.

    2, there are some people who worry about cross-border pformation.

    Whether it is because the main industry is not developing well, or is committed to expanding the brand of the business empire, and seek new business growth point, many men's clothing has chosen diversified development, such as Shan Shan, YOUNGOR, Hinur and other men's clothing brands have tried other areas of challenge.

    YOUNGOR is the most typical representative.

    But unlike other men's clothing enterprises, YOUNGOR started three businesses of real estate, finance and clothing from the early stage of listing.

    But since last year, YOUNGOR has repeatedly sold its financial assets. Now it has accumulated over 6 billion 700 million yuan. It is inevitable that the industry should guess that YOUNGOR should cut down the financial sector.

    But in terms of performance, the real estate sector dropped by about 24.10% compared with the same period last year, and investment business was able to grow by about 7.81% by selling.

    Therefore, although YOUNGOR operates three sectors at the same time, the future business change and growth will remain unknown.

    However, YOUNGOR, who has been frustrated in its investment business, can not wait to return to its main business. Li Rucheng, chairman of YOUNGOR group, issued a declaration of "five years of redevelopment and YOUNGOR" at the end of last year. It said that YOUNGOR will return to the main garment industry in the next five years, and will invest 10 billion yuan to enhance the fabric, craft, brand and sales channels.

    At present, YOUNGOR's brand includes YOUNGOR, Hart Schaffner Marx, MAYOR, HANP and so on, and plans to develop and develop into the workshop series of YOUNGOR LADY (YOUNGOR women's wear).

    Hinur joined in the first full fiscal year after cedar holdings.

    Public information shows that in 2017, Hinur's revenue 99.94% was also concentrated in the clothing industry.

    Facing the limited growth of the clothing business, Hinur began in March 2018, through investment and acquisition, and other ways, actively layout in the dividend period of the text of the text of the business.

    In 2018, he completed the layout of tourist destinations in Yunnan, Shangri-La, Shaanxi, Xi'an, Zhi Yang, Zhejiang Xitang and Shandong Zhucheng.

    Among them, the first theme park project of cedar, the cedar Dinosaur Discovery Kingdom, started construction in Zhucheng, Shandong in September 2018. In the same month, Shangri-La's dkkzong flower Lane officially opened and became the first tourist town to be greet.

    From the 2018 earnings report, the effect of the pformation was obvious.

    From the perspective of business structure, "tourism" is already the main source of revenue.

    Specifically, the "tourism" business income is 890 million, revenue accounted for 53.3%, "suit suit" business income is only 210 million, revenue accounted for 12.6%.

    At the same time, he also said in his earnings report that he will actively develop cultural tourism business, and take the development of global tourism, thematic tourist town development, tourism industry chain management and light assets output as the driving force to develop, and establish four industrial development ends, and Bu Juwen's whole industry chain.

    Four, competition is becoming more complicated. Embracing consumers is the only way.

    Nowadays, the competition pattern of the domestic men's wear market is more and more complicated. Compared with ten years ago, the domestic men's wear brands need to face more and more opponents, including international brands and designer brands.

    The latter two have obvious advantages under the background of consumption upgrading.

    The international brand has a higher reputation, and the designer brand is very good at meeting the needs of consumers, which is more in line with the purchase preference of the "millennial generation" consumers.

    Under such a trend, we can see that although the domestic men's wear market is generally warmer, it still has a certain distance to break the stereotype of traditional Chinese men's "local flavor" and "no tide".

    Of course, in the tide of consumption upgrading, the demand gap of consumers has never been met and the market opportunities are enormous.

    The traditional men's clothing brand crossover with its risk, looking forward to the financial, real estate and other non clothing sectors to pull the proceeds, instead of sinking down, further deepening the main industry, using quality to impress consumers, especially the new generation of young consumers, and establish emotional links with them, because owning consumers can have the world.

    Author: Pan Shuaini

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