What Are The Changes In Garment Industry And Enterprises?

As the saying goes, the Spring River Plumbing duck prophet, as the main component of everyday consumer goods,

Consumption belongs to high frequency consumer goods in household consumption. It is undoubtedly a reasonable and credible incision to see the consumption upgrading from the choice of clothing.

If we pay close attention to the results of domestic listed garment enterprises, we can basically find the trend and trend of domestic clothing consumption.

Today, let's take a look at the latest quarterly reports of 2017 of the listed apparel enterprises. What are the changes in garment industry and enterprises?

According to the world clothing and shoe net, recently, the quarterly report of the A share market ended in the first quarter.

From the data we have obtained, the trend of the two level differentiation of the domestic garment industry has become increasingly evident: among them, the middle and high-end

The brand has been a long way to bear.

The growth of light luxury brands is strong, and the pressure of sports brands to inventory is large.

Specifically, the more eye-catching enterprises in the quarterly report are song and Si.

The public information shows that its rapid growth in revenues and profits comes from the newly introduced foreign luxury brands.

In recent years, in recent years, Laurel has introduced different positioning Germany's Laurel, American light luxury brand Ed Hardy and France light luxury IRO.

At the same time, strengthen online operation, acquisition in 2016.

On behalf of the operation of the 75% equity network.

The main brand ELLASSAY, 2017Q1 revenue 202 million yuan, year-on-year growth rate to 13.85%, sustained recovery trend.

Laurel also began to contribute revenue, 2016Q4 achieved revenue of 29 million 580 thousand yuan, 2017Q1 achieved revenue of 18 million 600 thousand yuan, and gross margin reached 85.1%.

IRO was also listed in 2017 and opened its first store in Shanghai.

The search company is a supply chain enterprise with a "garment" coat. The first quarter achieved operating income of 2 billion 590 million yuan, and the net profit attributable to shareholders of listed companies was 142 million yuan, an increase of 85.75% over the same period. This is mainly attributable to the rapid growth of supply chain management business.

Facing the problem of overgrowth in garment industry and overcapacity in some enterprises and over long industrial chain, the search industry has completed the pformation of traditional clothing industry to supply chain management business. At present, profits and future are expected.

Quarterly reports show that the domestic mid business men's wear is more stable.

The middle end business men's clothing such as Hai Lan's home and YOUNGOR.

The two revenue reached 8 billion 552 million yuan, accounting for 33.56% of the total revenue of 25, and Hai Lan's home revenue was nearly 7 times that of tenth.

As a strong sports brand in recent years, it still undertakes a relatively heavy inventory pressure.

The net profit of Pathfinder dropped by 30.06%; the net profit of Sanfo outdoors dropped by 617.53%; Sanfo outdoors claimed that the company has increased its investment in three business directions, including electricity supplier, camp and youth outdoor experience training and outdoor events.

The newly opened Beijing Wukesong store, Chongqing Zhong Yu square store and Wuhan Chu River Han Street store are all large scale flagship stores, with large investment, and sales performance has not been fully reflected, resulting in losses.

Strategic pformation + extension merger

In the whole cycle of apparel inventory, strategic pformation and extension mergers and acquisitions are two main ways, but the market reaction is doubtless another.

One is like the home of Hai Lan, choosing high-density advertising bombing + ground store promotion.

After the listing of Hai Lan's home, constantly increasing the promotion and marketing of major TV and entertainment programs, there is basically a trend of bullying the screen.

The middle end men's wear brand has never been a leading leader in China. On the one hand, the frequency of men's wear sales is relatively low. On the one hand, men's blindness is high when they choose clothes.

The store design of Hai Lan's home is relatively high-end and forced. The product's mid price + high-end style and store style products are basically for the consumer's feeling: this style is also available in a certain shop, but the price is much higher than this one. This shop seems to have all kinds of clothes, and also stroll around; a man has one or two high-end clothes, and others look at the past.

Such consumption psychology has undoubtedly been catered for and satisfied at the home of Hai Lan.

One is the introduction of light luxury brand such as song's, to create enough high-end fan, and open up the distance from the mass brand.

Online sales + upward extension of the brand tier, compared to other enterprises choose online and offline dual channels, the introduction of more high-end brands under the line will undoubtedly increase the psychological premium space for consumers.

One is the epitaxy acquisition of "noble bird", and a good bird has bought a fitness enterprise in Shanghai, trying to build a commercial closed loop of sports clothing and fitness.

Three outdoor outdoor pursuit, fashion and experience consumption scenes.

Several sports clothing brands choose to cross from clothing to fitness industry.

The biggest impact of casual clothing

In the change of garment industry, casual clothing may be the most affected, especially the cheap and cheap casual clothes represented by Semir and Smith Barney.

These enterprises are undoubtedly the first time to benefit from the upgrading of consumption.

The last generation of the 1980s, who was born at the height of the fertility boom, is stepping into adolescence, completing the pition from junior high school to university.

The willingness to consume has increased from the parents' dominance to the right of self choice. The guide of CCTV sports channel has attracted the attention of celebrities of economic value.

These enterprises completed the consumption demand of the consumer groups at that time.

But the main force of consumption has changed.

That year's post-80s consumption main force can no longer choose the "student leisure wind" which is no longer suitable for its age group. Now the 90's consumption choices are no longer satisfied with the seemingly cheap but not strong Semir.

Occupying the main area of the business circle, the occupying rate that attracted the eyes is also facing the dilemma of high rent and weak sales.

Product renewal speed is too slow, homogeneity is too high, these are undoubtedly these enterprises need to solve problems in pformation.

How to get the favor of the post-90s, casual wind enterprises have not yet thought how to do it.

Outdoor clothing products are also facing the same predicament.

Domestic sports brand after the rapid development of the pain in the outdoor sports brand replay, just come faster, more pressure.

After the revival of Lining and the rise of Anta, the sports clothing brand is almost certain. There is no possibility of further changes. Outdoor products are experiencing the cruelty of survival of the fittest.

Compared with the sports brand clothing that can be done with ease, the brand of the outdoor clothing brand is facing greater impact on the international brand, and the technical content and experience design of the product are more challenging to accept the consumer experience.

As a low-frequency consumer product, consumers are fastidious in the choice of outdoor products.

At present, compared with foreign famous brands, the price of domestic outdoor products and products is not obvious.

Professional and technical content lacks the advantage of price premium.

Excessive inventory is bound to affect the pformation speed of these enterprises.

The revival of the garment industry is the first wave of consumption recovery.

But in the resurgence, it is obvious that the enterprises that have already bought the upgrading of consumption have been ahead of schedule.

Struggles in the enterprise which the original superiority does not want to walk out, the naked swimming time is not far away!

More interesting reports, please pay attention to the world clothing shoes and hats net.