American Apparel Continues To Promote The Sale Of Goods In Autumn And Winter, And Will Continue To Focus On Improving Single Store Efficiency In The Future.

Local casual wear giant Metersbonwe apparel Limited by Share Ltd (hereinafter referred to as "Mei Bang dress") disclosed the announcement of the first half of 2019 performance amendment in the evening of July 12th. The company had expected that the net profit change attributable to shareholders of Listed Companies in 2019 1-6 was 50 million yuan, and the net profit change attributable to shareholders of Listed Companies in 2019 1-6 was 150 million yuan -1 billion.

Mei Bang apparel said that the main reason for the revision was due to the delay of new product launches in spring and summer in 2019, which failed to meet the market demand in time, resulting in a decline in business revenue. It is estimated that the actual net profit in the first half of 2019 is lower than that of the previous performance forecast, so the previous profit forecast interval should be corrected. At the same time, the company has already attached great importance to the delivery management of goods, and the relevant problems have been properly resolved to ensure the smooth progress of the company's listing of goods in autumn and winter this year.

Reporters previously reported that since 2018, the United States and costumes to upgrade the competitiveness of its five major brand products, and promote continuous improvement in the quality of operations. During the reporting period, the brand and product transformation and upgrading of Smith Barney clothing made the multi fashion brand style widely accepted by more consumers. At the same time, American Apparel further perfected the company's ability to provide cost-effective products experience for all brand target consumers, so as to enhance brand recognition and loyalty. With the improvement of brand competitiveness, the sales revenue of comparable outlets increased by about 7% in 2018 compared with the same period last year.

Public information shows that Smith Barney was founded in 1995. The company adopts the business mode of product independent design, production outsourcing, direct sales and franchising, organizing the design, production and sales of its brand fashion and casual clothing products such as Metersbonwe and ME&CITY, and promotes the promotion of its own brand and sales of related fashion and leisure products through offline shop channels and Internet e-commerce platform.

2018 annual report shows that the United States and the United States apparel business income of 7 billion 677 million yuan, an increase of 18.62% over the same period last year, a net profit of 40 million 361 thousand and 600 yuan, a year-on-year loss.

Quarterly, there were fluctuations in each quarter, but overall maintained a year-on-year rally. During the reporting period, operating income in the 1-4 quarter increased by 30.12%, 43.97%, 4.05%, and 4.96% respectively. In the second half of the year, the growth rate of the retail industry was slowed down to a single digit due to the weak retail environment. The net profit to the parent company was 5041, 271, -1297 and 220 thousand yuan respectively. With the weakness of the terminal consumption since the two quarter of 2018, the extent of recovery was subject to some interference.

Everbright Securities analyst Li Jie believes that since 2018, the early adjustment of Smith Barney clothing business has begun to show significant results, the revenue side growth has picked up, and the profit side has realized losses. Combined with inventory and inventory indicators, it is estimated that inventory will continue, but the wave has passed. At the same time, the United States and the United States apparel direct to join the alliance, the improvement effect lagged behind the direct channel, but from 2018 plus channel growth is higher, we can see that the overall business adjustment effect has been reflected. In the future, the United States will continue to focus on improving the efficiency of single stores and the main channel of expansion. The effect of fee control will be apparent, and the net profit and net interest rate will be further restored in the light of the continued improvement in the provision.

The reporter learned that, according to the National Bureau of statistics, the retail sales of clothing, shoes, hats, needles and textiles reached 545 billion 900 million yuan in the 1-5 months of 2019, an increase of 2.6% over the same period last year, while the growth rate was 9.1% over the same period last year. At the same time, the total retail sales of consumer goods increased by 8.1% over the same period last month. Therefore, compared to last year, the clothing industry has been relatively dull in both the whole consumer category and the previous year. The industry believes that the slowdown is mainly due to the relatively high base last year, and this year, especially in 1-2 months, due to the advance of the Spring Festival and the overall unfavorable weather, the basic growth rate is relatively low. Throughout the year, with the landing of policies such as promotion fees and tax reduction and the elimination of the impact of high base numbers in the second half of the year, the overall fundamentals are expected to achieve steady recovery.

Zhang Junhao, a researcher at Guoxin Securities, said that domestic consumption has been showing the characteristics of overall upgrading, internal stratification and intergenerational change. It reflects the fact that after the economic development has reached a certain level, consumption has entered the stock market, which puts forward higher requirements for the speed and ability of the clothing brand to satisfy consumers' preferences. The quality of products, the optimization of supply chain and the improvement of operational efficiency have become the key to competition.

In Zhang Junhao's view, the brand clothing industry has achieved steady growth this year, but the differentiation among enterprises is also accelerating. In the long run, after leading the industry downturn, brand leading enterprises have been improving in recent years through product upgrading, marketing innovation and channel optimization. The market share in the future is expected to accelerate to concentrate on high-quality leading brands, so that the stronger the stronger will be.