How Do Knitting Enterprises Make Money? Look At The Market Competition Situation From The Data Of 4 Listed Companies In The Middle Of The Year.

Since the beginning of this year, under the increasingly complex development environment at home and abroad, the knitting industry has been under pressure. The enterprises in the knitting industry have taken effective measures to overcome the various unfavorable factors at home and abroad and maintain stable operation. In 2019 1~6, the industrial added value of 34 thousand Textile Enterprises above designated size increased by 1.9% over the same period last year. The domestic market of textile and garment industry is increasing slowly. The data show that In the 1~6 months of this year, the retail sales of clothing shoes and hats and needle textiles increased by 3% over the same period last year. Over the same period, online retail sales of apparel products increased by 21.4% over the same period last year, up 2.3 percentage points from the first quarter of this year.

Analysts believe that in the second half of this year, with the implementation of policies and measures to further tap the potential of the domestic market, expand and expand final consumption, stabilize manufacturing investment, improve industrial infrastructure and industrial chain level, the economic operation environment of the knitting industry will be improved and the vitality of enterprise development will be further released. Recently, reporters have combed the operation of several enterprises in the first half of the year, and found that despite the challenges of the market, several enterprises still have confidence in this year's business.

Sports brand:

Net profit continued double growth

When sports and fashion trends swept across the globe, the domestic sports and fashion market also accelerated. In August 14th, Lining announced the first half of 2019 earnings report, during the reporting period, the company achieved operating income of 6 billion 255 million yuan, an increase of 32.72% over the same period. Gross profit was 3 billion 108 million yuan, an increase of 35.49% over the same period last year. Operating profit of 678 million yuan, an increase of 130.79% over the same period last year. Net profit of 795 million yuan, an increase of 196% over the same period, and the net interest rate increased from 5.7% to 12.7%. From the data, in the first half of this year, Lining's revenue achieved the highest growth rate in the past 10 years, an increase of 33% over the same period. The double growth of revenue and net profit is consistent with management expectation, which reflects that Li Ning Co is effectively implementing the established development strategy and business plan, and the company's performance and operational efficiency continue to improve.

Lining said that although the domestic economy still has uncertainties in the second half of the year, the continuous urbanization process in the mainland will help to promote sports consumption and have confidence in the company's business development. In terms of electricity providers, the proportion of future business will definitely rise, and driven by "double eleven", it is expected that the performance of e-commerce will further increase in the second half of the year.

Over the years, no matter how the consumer market has changed, technological innovation has always been one of Li Ning Co's core business philosophy and also the source of Li Ning Co's sustainable development. Lining tried to break through with the interactive experience of consumers, including the introduction of running Corner and Lining iRun club, combining brand marketing with member activities, thereby enhancing user's consumption experience, enhancing consumer loyalty and strengthening the building of brand competitiveness. Judging from the performance of the first half of this year, Lining's brand transformation has achieved initial success under the "brand driven" approach. In the future, he will pay more attention to developing the brand image and optimizing the product structure.

Nowadays, the concept of sportswear represented by sportswear has gradually changed. The most obvious feature of the sports apparel consumption is functional and fashionable, which is also better than the leading enterprises in the industry with the advantages of technological accumulation and design ability.

In the first half of this year, Anta sports performance also exceeded expectations. 。 In July 22nd, Anta announced that the company's operating profit will grow by no less than 50% in the first half of 2019, and the net profit of the company will grow by no less than 25%. Therefore, Anta sports slightly raised its profit forecast. It is expected that the company's net profit growth in 2019 will reach 29.1%, 21.9% and 22.2% in ~2021.

It can be seen that Compared with the same period last year, although the performance growth is still strong, but overall there is a slowdown. At present, the Anta brand is focused on running, comprehensive training, and basketball, football and other functional sports products. Thanks to its high technology content and high cost performance, Anta sports products have been widely recognized by customers at home and abroad in recent years. The industry also believes that Anta sports as a leading domestic sporting goods, performance growth is expected to benefit from the strong profitability, brand matrix rich, long-term space is broad.

Children's wear brands:

Expanding stores to lock consumers

The brand of the baby and baby brand blonde Rabbi reached 180 million yuan in the first half of 2019, down 8.44% compared to the same period last year, and realized net profit of 27 million 150 thousand and 900 yuan, down 23.05% compared with the same period last year.

For the first half of the year, the total revenue and net profit of the company were lower than those of the same period last year. The main reason is that in 2018, the company optimizes its sales channels and speeds up the opening of Direct stores. The new outlets are still in the breeding stage, and sales have not yet reached the expected level. Meanwhile, the fixed costs of new direct outlets are increasing.

Affected by the Internet, blonde began to optimize sales channels in 2018, insisting on full channel, full coverage, online and offline integration, channel and brand matching, and common development channel strategy. By the end of 2018, there were 253 brands and two franchises of the blonde rabbi and the next generation. The total number of franchisees was 1115, with a total of 1368 terminal image stores covering one to four cities in the country. Online, covering Taobao, Tmall, Jingdong, vip.com, NetEase koala, suning.com and other electronic business platforms.

Insiders pointed out that Children's clothing market is undergoing changes, and blonde Rabbi is adjusting to the layout of the channel in line with the new channel structure and development trend. In the future, upgrading the electricity supplier channel will add new impetus to the long-term development of the blonde.

As the first share of children's clothing, The profitability of the company has not increased significantly since its listing. 。 According to the first half of 2019's earnings report, During the period, the company realized its main revenue of 655 million yuan, an increase of 15.22% over the same period last year, achieving a net profit of 58 million 674 thousand and 900 yuan, an increase of 5.91% over the same period last year.

Anne is a private brand clothing enterprise in the middle and high end children's clothing business. It owns "Annil Anne" children's wear brand, and is engaged in the core business such as independent research and development design, supply chain management, brand operation promotion, direct sales and affiliate sales in the value chain of children's wear products.

In the first half of this year, although the company's performance has achieved a certain growth, according to quarterly performance data, it is still fluctuating. In the first quarter of 2019, he realized the main revenue of 358 million yuan, an increase of 17.71% over the same period last year, and realized a net profit of 46 million 928 thousand and 800 yuan, an increase of 30.01% over the same period last year. In the second quarter of 2019, the company realized its main revenue of 297 million yuan, up 12.35% from the same period last year, and realized net profit of 11 million 746 thousand and 100 yuan, down 39.15% from the same period last year.

For the first half of the performance, he said that the transformation of offline business channels is continuing to push forward, while online business has maintained a high growth rate, and business income has also been raised to a certain extent, and the decline in net profit is due to the increase in the cost of opening stores. In addition, the company's efforts to increase inventory clearance and sales discount have led to a decline in gross margin.

In order to increase sales and grow in performance, he also accelerated the pace of online shop opening. In 2019, there were more than 1400 stores. But at the same time, behind the increase in store costs, brand inventory pressure has also increased significantly. Data show that In 2018, he spent 428 million yuan on inventory, accounting for 34.60% of total assets, up 7.27% over the same period last year. Among them, the amount of merchandise inventory amounted to 342 million yuan, accounting for 79.87% of the total inventory. Inventories account for nearly half of revenues, which obviously led to the pressure of the company's performance. In order to lock consumers in different channels, he takes the development of offline channels as the starting point to transform brand power into purchasing power. Because in the view of angel, although the company's new shop is still in the nurturing stage, it will help to consolidate the leading position of high-end children's clothing in the future.