The Field Of Children's Wear Is Getting More And More Lively.

Since 2018, the market of children's wear has got a new round of outbreak, and the enthusiasm of adult clothing enterprises to join children's clothing is also increasing. The brands of Taiping, Hai Lan, XTEP, Metersbonwe and so on have entered the scramble for children's clothing by creating sub brands or mergers and acquisitions.

Corporate brands have turned their attention to the field of children's clothing and intensified the competition of this fertile soil. What about the children's clothing enterprises that originally belonged to this land?

　　 Annil

As the first stock of children's clothing, he has not been able to improve profitability by means of the ability of listing and financing.

According to the results of the semi annual performance bulletin, he realized 655 million yuan in the first half of 2019, an increase of 15.22% over the same period last year, and net profit of 58 million 674 thousand and 900 yuan, an increase of 5.91% over the same period last year.

Although half a year's growth has been achieved, it is still unstable from the quarterly results. In 2019, Q1 realized revenue of 358 million yuan, an increase of 17.71% over the same period, and a net profit of 46 million 928 thousand and 800 yuan, an increase of 30.01% over the same period last year. In 2019, Q2 realized 297 million yuan in revenue, an increase of 12.35% over the same period last year, and a net profit of 11 million 746 thousand and 100 yuan, down 39.15% from the same period last year. Rapid growth was achieved in the first quarter, but operating income slowed down in the second quarter, while net profit declined.

For the growth of performance, he said that the transformation of offline business channels continued to push forward, while online business maintained a high growth rate, and business income also increased to a certain extent, and the decline in net interest rates was due to the increase in the intensity of opening stores and increased costs.

The growth of the company relies mostly on closing stores while maintaining its business. But such a business model also brings risks to increase inventories, and its growing inventory is also being criticized by the industry. According to the data, an inventory of 428 million yuan in 2018, accounting for 34.60% of the total asset ratio, increased by 7.27%, of which the stock was 342 million yuan, accounting for 79.87% of the total stock.

Inventory has always been the most troublesome problem for the clothing industry. If the inventory is not handled properly, it will corrode the clothing enterprises and bring great cost burden to the brand enterprises. In contrast, Metersbonwe is an example.

　 Blonde Rabbi

Similarly, the brand and the golden hair Rabbi, which also rely on the direct selling shop, are also suffering from frustrations.

According to the announcement of the first half of 2019, the net profit reached 24 million 697 thousand and 600 yuan to 31 million 754 thousand and 100 yuan in the reporting period as of June 31st, down 30% to 10% compared with the same period last year.

Actually, the performance of blonde Rabbi has been under pressure since last year. In 2018, the business income of blonde Rabbi reached 454 million yuan, an increase of 5.49% over the same period last year. The net profit attributable to the parent company realized 39 million 510 thousand yuan, down 56.68% compared with the same period last year. It can be seen that the net profit fell more than 50% last year, and the greater reason is the massive opening of the direct battalion stores.

Blonde Rabbi pointed out that the decline in performance was due to the vigorous optimization of sales channels in 2018, and to speed up the opening of Direct stores. The new direct store is still in its incubation period and its cost has increased, and sales have not reached the expected level.

By the end of 2018, there were 253 brands and two franchised stores in blonde rabbi and the next generation. The total number of stores was 1115, with 1368 terminal image stores covering one to four cities in the country.

Affected by the Internet, blonde began optimizing sales channels, adjusting offline channels, and increasing sales of e-commerce platforms to achieve synergy between online and offline marketing. Insiders pointed out that the channel of the golden hair Rabbi is still being adjusted, which will have a certain impact on the revenue side and the cost side. The adjustment of the electricity supplier channel will add momentum to the development of the blonde rabbi.

　 epilogue

Seeing from the performance and adjustment policy of the company, blonde Rabbi, they are committed to adjusting the stores, speeding up the opening speed of the direct stores, expanding the number of stores, and trying to use terminal channels to achieve the effect of growth. Although the increase of stores will increase the speed and quantity of product sales, it will also increase the number of inventory and increase the cost risk to a certain extent. Women's clothing brand La Natsu Bell and Metersbonwe are a bloody lesson, so the increase of stores should take into account their risk.

From the current growth rate and long-term trend, the domestic children's wear market has a great improvement in the consumer market, and children's clothing enterprises also have great potential for development. But at the same time, children's clothing market also has serious problems of product homogeneity, and most children's clothing styles are not outstanding, so it is difficult to attract consumers. Author: Qin Jin Mei