Competition Is Tight! The Local Casual Wear Market Fluctuates Constantly.

Looking at the performance data of local casual wear brand enterprises, it is easy to see that the domestic casual wear retail market is still at an unstable stage, and the competition between brands is tight.

Semir revenue 4 billion 118 million yuan

Semir achieved operating income of 4 billion 118 million yuan in the first quarter of 2019, an increase of 63.9% over the same period last year, and realized a net profit of 347 million yuan attributable to shareholders of listed companies, an increase of 11.06% over the same period last year. As for operating revenue growth, Semir said it was mainly due to sales growth of domestic leisure and children's clothing and the merger of KIDILIZ group.

Founded in 2002, Semir apparel is an enterprise group featuring the virtual operation, featuring casual wear and children's clothing. It has the two major brand clusters: the adult casual wear represented by Semir brand and the children's clothing represented by the Barbara brand. The Semir brand was founded in 1996. It locates young, fashionable, dynamic, cost-effective public casual wear. Its products are mainly aimed at young people who are 16~30 years old in pursuit of fashion and fashion. In 2018, Semir's revenue was 15 billion 719 million yuan, an increase of 30.71% over the same period last year. Net profit attributable to shareholders of listed companies was 1 billion 694 million yuan, an increase of 48.83% over the same period last year. From the accounting point of view, in 2018, Semir group's casual wear revenue was 6 billion 792 million yuan, accounting for 43.21% of the group's total revenue, and children's clothing revenue was 8 billion 825 million yuan, accounting for 56.14% of the total revenue.

Search for special revenue 3 billion 193 million yuan

In the first quarter of 2019, it searched for 3 billion 193 million yuan in special business income, down 38.73% from the same period last year. The net profit attributable to shareholders of listed companies was 107 million yuan, down 32.36% from the same period last year.

Since 2015, the company has been developing strategic spanformation, and has been developing to supply chain management and brand management on the basis of continuing to consolidate and enhance the existing brand clothing business. At present, the company's business has covered brand apparel operation, supply chain management, brand management and so on. In terms of brand apparel operation, search is mainly engaged in the design and sales of "fashion frontline" brand clothing. The front line price is positioned as parity fashion, and the market positioning is the domestic three or four line market. In 2018, the company achieved a net income of 18 billion 494 million yuan, and realized a net profit of 369 million yuan attributable to shareholders of listed companies, of which supply chain management business realized 15 billion 409 million yuan, accounting for 83.20% of the group's total annual revenue. Net profit of 282 million yuan, accounting for 76.26% of the company's net profit, was the main source of revenue and profit for the company. And clothing business revenue of 1 billion 475 million yuan, accounting for only 7.98% of the group's total revenue.

Smith Barney revenue 1 billion 728 million yuan

In the first quarter of 2019, Smith Barney realized its revenue of 1 billion 728 million yuan, down 20.68% from the same period last year, and realized a net profit of 38 million 348 thousand yuan attributable to shareholders of listed companies, down 23.92% from the same period last year.

In the performance report, the United States said that with the strategic adjustment of the company's channel upgrading, the expansion effect of franchising channels showed that the number of franchising revenue increased by two digits in the first quarter of 2019. At the same time, the company intensified its efforts to optimize the direct channel, closed down direct and inefficient stores, and affected the short-term performance. Considering prudence, the company expects a slight loss in 2019 1~6 performance. It has five brands, including Metersbonwe, ME&CITY, Moomoo, ME&CITYKIDS, CH'IN and so on. At the same time, the company achieves Metersbonwe brand upgrade fission, comprehensively promotes stylistic and quality, and introduces NEWear, HYSTYL, N vachic vachic, MTEE and vachic five series. In 2018, the United States and the United States achieved a turnover of 7 billion 677 million yuan in revenue, an increase of 18.62% over the same period last year, and realized a net profit of 40 million 361 thousand and 600 yuan attributable to shareholders of listed companies, an increase of 113.24% over the same period last year.

Pacific bird revenue 1 billion 659 million yuan

In the first quarter of 2019, Taiping bird realized operating income of 1 billion 659 million yuan, down 4.46% compared to the same period last year, and realized net profit attributable to shareholders of listed companies 86 million 589 thousand and 600 yuan, down 34.9% compared to the same period last year.

Taiping bird group has Peacebird women's wear, Peacebird men's wear, Ledin Lok dress, MiniPeace children's wear and MATERIAL GIRL women's wear, PETiTAVriL Bei sweet children's clothing, PeacebirdLIVIN Taiping bird's nest home and so on. From the brand profit situation, the first quarter Peacebird women's clothing revenue was 579 million yuan, down 2.96% compared with the same period last year; Peacebird men's clothing revenue was 580 million yuan, down 11.64% compared with the same period last year; Ledin Lok Ting women's clothing sales revenue was 214 million yuan, an increase of 12.07% over the same period; MiniPeace children's clothing revenue was 209 million yuan, down 3.32% over the same period. In addition, the first quarter of Taiping bird line sold 1 billion 187 million yuan, down 5.9% compared to the same period; online sales of 455 million yuan, down 0.26% compared to the same period. By the end of the reporting period, Taiping bird had 4508 stores under the cable.

Competition for casual wear

Overall, in the first quarter of 2019, local mass leisure apparel brand enterprises were not very good. Besides the double profit growth of Semir's revenue net profit, the other 3 enterprises showed a downward trend in net profit.

Casual apparel brand listed companies 2019 first quarter performance

From the first quarter of 2019, the revenue of 4 local casual wear listed companies reached one billion levels, of which Semir's revenue was 4 billion 118 million yuan, more than that of search. From the same period of revenue growth, the 4 enterprises only Semir achieved a positive growth in the same period of revenue, and the revenues of special, American and Pacific bird declined. From the perspective of net profit, Semir's total net profit is the highest, while the same period is also a positive growth. The net profit of 3 companies in the first quarter, the United States and the Taiping bird declined double digits in the first quarter, of which Taiping bird fell the largest, reaching 34.9%.

Looking at the performance of various enterprises, we will find that Semir and searchet's casual clothing category are not the main performance support of the company. Semir group's net profit in the first quarter has achieved positive growth, mainly due to the group's children's clothing business and the merger of KIDILIZ group's revenue. Obviously, children's clothing business has become the first performance support of Semir group. In 2018, Semir group's casual wear revenue was 6 billion 792 million yuan, accounting for 43.21% of group's total revenue, and children's clothing revenue was 8 billion 825 million yuan, accounting for 56.14% of total revenue. In particular, the situation is even more prominent. Revenue and net profit are mainly due to supply chain management rather than clothing. In 2018, the search business achieved 18 billion 494 million yuan, net profit of 369 million yuan, of which clothing business revenue of 1 billion 475 million yuan, accounting for only 7.98% of the group's total revenue. The supply chain management business realized 15 billion 409 million yuan of business revenue, accounting for 83.20% of the total annual revenue of the group, and realized a net profit of 282 million yuan, accounting for 76.26% of the company's net profit, and became the source of the main business income and profit of the company.

From the 2018 and the first quarter of 2019, the performance of the local mass leisure clothing brand enterprises showed that, in 2018, the company did not increase profits, and Semir, the United States and Taiping bird realized 3 profit growth. In the first quarter of 2019, in addition to Semir's double profit growth in net revenue, the remaining 3 companies showed a downward trend in net profit. Looking at the performance data of local casual wear brand enterprises, it is easy to see that under the double squeeze of international fast fashion brands and local sports leisure brands, the domestic casual wear retail market is still at an unstable stage as a whole. The competition in the field of local mass leisure clothing is still very intense. The performance of each enterprise is increasing one after another, and the profits and losses are uncertain. It is still in constant fluctuation, and the competition between brands is tight.

In 2019 and even for some time to come, it is quite important for the local casual wear brand enterprises in the fluctuating state. In the process of increasing competition in the industry, the local leisure apparel brands need to take the time to identify the direction and direction from product positioning, style renewal, target consumers, market competition and brand influence. At the same time, we need to enhance the ability of brand independent innovation, expand the product boundaries, deepen the channel spanformation, and establish a close relationship with the aesthetic concept and lifestyle of young consumers, so that we can break through in the market competition which is crowded like a jungle.