Analysis Of Common Factors Contributing To The Synchronous Growth Of Women'S Clothing Enterprises

The new round of competition in the industry is going on like a fire.

According to the world clothing and shoe net, with the end of midsummer, the top 2017 performance reports of major garment enterprises have also been released.

Judging from the performance of the 10 women's clothing enterprises in the first half of the year, the performance is generally good.

In the process of gradually warming up, the women's clothing industry's new round of competition is being carried out like fire. The pformation, adjustment and upgrading of women's clothing enterprises are also developing in depth.

When we go through the semi annual report of women's wear listed companies, we will find a common phenomenon: Women's clothing enterprises basically have achieved year-on-year growth in revenue in the first half of the year, and some of them have doubled.

It seems that the women's clothing industry has been in the channel of warming up.

From the point of view of revenue,

and

These two mass leisure apparel enterprises account for the top two revenue scale.

From the point of view of revenue growth, the growth rate of Wenger, Lancy and song is far greater than that of other enterprises. The main benefit lies in the merger of the three companies during the period.

Excluding the factors of mergers and acquisitions, we can also find that women's clothing listed companies have achieved large or small growth in their main businesses and main brands.

Although they are different in promoting growth, they can also find common factors that promote the synchronous growth of women's clothing enterprises.

Next, we will simply sort out the revenue and growth reasons of women's clothing listed companies in the past six months (Jiangnan Buyi for the 2017 fiscal year) (with the growth of revenue from high to low).

Vigna S: (revenue in the first half increased 149.85% compared with the same period last year, net profit increased 54.11%).

Merger and acquisition companies focus on single store and single category sales.

Vigna S achieved revenue of 929 million yuan in the first half of 2017, an increase of 149.85% over the same period last year, achieving a net profit of 44 million 573 thousand and 100 yuan, an increase of 54.11% over the same period last year.

The company said its operating income increased by 555 million after its merger with TEENIE WEENIE. If such a factor was excluded, business revenue increased by 0.50% over the same period last year.

The company said that the VGRASS brand made product and fabric filing. The price tag of the first half of the year increased by 20.4% compared to the same period, the sales price increased by 28% compared to the same period last year, and the single store income increased by 18.12% over the same period.

The VGRASS brand direct store store efficiency increased from 2714 yuan / month / month in the first half of 16 to 2863 yuan / month / month in 2017, an increase of 5.5% over the same period last year.

In addition, the sales of clothing category accounted for 55.4% of the total sales volume, and the tag price and the sales price were higher than other categories.

In addition, the company began to invest resources on the line. VGRASS brand began to invest in the "micro mall" online channel from last year, and tried the O2O mode through online channels. In the first half of the year, online sales grew faster, and the total growth in the first half of the year was 30%.

Long group: (first half revenue grew 123.67% year-on-year, net profit increased 41.35%).

Mergers and acquisitions and women's trousers sell better.

In the first half of 2017, the group achieved a revenue of 1 billion 57 million yuan, an increase of 126.67% over the first half of the year, and realized a net profit of 54 million 279 thousand and 200 yuan, an increase of 41.35% over the same period last year.

The main reason for the company's revenue growth is mainly due to the addition of seven merger bodies in the three quarter of last year.

The semi annual report showed that the income of women's trousers and trousers increased by 34.90% over the same period last year. The company said that the design of women's trousers was mainly more fashionable and comfortable, and the sales volume increased.

The revenue in the Central South, southwest and northwest regions increased by 51.04%, 241.37% and 57.67% respectively, mainly due to the relative increase of the medical and American business.

There were 21 new stores in the first half of the year. As of the end of June, there were 437 sales terminals. In terms of channel layout, the company said that efforts should be made to increase channel sinking and speed up the layout of the three or four tier cities.

Grace: (first half revenue grew 95.08% year-on-year, net profit increased 151.44%).

Multi brand strength, single store sales rise

In the first half of 2017, he realized revenue of 777 million yuan, an increase of 95.08% over the same period last year, and realized a net profit of 122 million yuan, an increase of 151.44% over the same period last year.

The revenue of the company's main brand and the M & a brand is increasing.

The main brand ELLASSAY revenue increased 13.98% year-on-year; the company's acquired LAUREL revenue increased by 997.64% compared to the same period, and the ED HARDY brand increased by 299% over the previous year's reporting period.

In addition, the net profit of the 100 autumn network was 17 million 138 thousand and 300 yuan, up 127.30% over the same period of the previous year.

According to the semi annual report, by the end of June 2017, the total number of shops in the main brand was 323, and the sales volume of the national stores increased by 25.06% over the same period last year. The sales volume of the same store in the same store increased by 26.01% over the previous year.

Laur L has 6 new stores in China, and its total number of stores is 23. The sales volume of the national stores is 24.96% higher than that of the same period last year.

Among them, single store sales in straight stores increased by 32.48% over the same period last year.

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Ke Eli Till: (revenue in the first half increased 30.96% compared to the same period last year, net profit decreased 7.81% compared with the same period last year).

Increase outlets, direct sales revenue growth fast

Ke Eli Till achieved revenue of 919 million yuan in the first half of 2017, an increase of 30.96% over the same period last year, achieving a net profit of 111 million yuan, down 7.81% compared to the same period last year.

In the first half of this year, the revenue of direct retail outlets reached 787 million yuan, an increase of 32.85% over the same period, and the growth rate was relatively fast.

The company said that it has achieved results in multi-channel layout and brand management. The company has promoted and implemented the layout of "multi brand + full channel", and the total number of retail outlets has increased from 592 at the beginning of the year to 675 in the middle of the year.

In the first half of this year, the group opened 109 new retail outlets, including 93 direct outlets and 16 shops operated by distributors, while closing 26 Direct stores.

An Zheng fashion: (first half revenue grew 18.13% year-on-year, net profit increased 10.2%).

E-commerce business investment, brand growth is fast

In the first half of 2017, an Zheng fashion realized its revenue of 625 million yuan, an increase of 18.13% over the same period last year, achieving a net profit of 129 million yuan, an increase of 10.2% over the same period last year.

In the first half of the year, the growth of operating income was mainly due to the larger growth of direct revenue, he said.

However, from the point of view of the channel, the revenue growth of the positive electricity supplier is the fastest, with a revenue of 79 million 406 thousand and 200 yuan in the first half, an increase of 26.21% over the same period last year.

The company said that in the first half of this year, it increased investment in network sales, established a micro mall, realized online and offline listing and sales of the same section, and launched the "Anna Kou" Internet e-commerce women's clothing brand.

Second, the growth rate was faster than that of the direct channel, with revenue of 314 million yuan in the first half, up 24.10% compared to the same period last year.

From the brand point of view, the revenue of the brand is growing faster.

An Zheng men's clothing increased by 48.61% over the same period, and Fei Na morning increased by 96.05%.

The company said that in the first half of this year, the nine channel brand and Yin Mo brand have been completed and the full channel marketing has been realized.

From 2015, the company launched a pilot scheme of "store store" mode for terminal stores, from 1 stores in 2015 to 30 stores in 2016. As of the first half of this year, the total number of shops tested reached 80, and the performance of trial shops had increased by more than 10%-30%.

Po International: (first half revenue grew 17.9%, net profit increased 22.2%).

Opening stores and pushing new brands

Baoji parent company, Baozhou international, achieved a profit of 1 billion 52 million yuan in the first half of 2017, an increase of 17.9% over the same period last year, achieving a net profit of 5 million 456 thousand yuan, an increase of 22.2% over the same period last year.

The company said that the growth of business results from the success of the distribution strategy targeting the target market and the improvement of the overall retail outlets' network performance.

The first half of the company's retail business achieved revenue of 972 million yuan, an increase of 19.5% over the previous year, which is higher than the total revenue growth of the company.

The reason for growth is mainly due to the gradual improvement of the retail environment of luxury fashion, as well as the recognition of the core brand "Ports1961" and the newly launched brand "Ports PURE" among fashion enthusiasts.

By the end of June 2017, the company operated 356 retail outlets in mainland China, Hongkong, the United States and Canada, and opened 13 stores at the end of 2016.

Day broadcast fashion: (first half revenue grew 13.99% year-on-year, net profit increased 32.2%).

Open shop, main brand revenue faster

In the first half of 2017, the day broadcast fashion realized revenue of 460 million yuan, an increase of 13.99% over the same period last year, achieving a net profit of 25 million 240 thousand and 600 yuan, an increase of 32.2% over the same period last year.

The company said that the profit growth in the first half of the year was mainly due to the growth of the market channel size. As of June 30, 2017, the total number of stores in the company was 910, a net increase of 24 over the end of 2016, an increase of 50 over the same period last year.

From the perspective of brand revenue, in the first half of the year, the main brand "broadcast: broadcast" and the sub brand CRZ revenue grew faster, which increased by 14.13% and 17.61% respectively over the same period last year.

The company said that while promoting multi brand development strategy, it will gradually develop its network to all channels, set up offline experience stores, integrate online and offline resources.

For the corresponding company's whole network marketing strategy, the official mall of the company was formally launched in July 2017.

Taiping bird: (first half revenue grew 12.72%, net profit fell 34.36%).

Add shopping center stores, e-commerce and sub brand growth is fast.

Pacific bird realized revenue of 2 billion 815 million yuan in the first half of 2017, an increase of 12.72% over the same period last year, achieving a net profit of 94 million 8 thousand and 600 yuan, down 34.36% from the same period last year.

The company said that revenue growth was mainly related to the growth of new brand and e-commerce channel revenue. The net profit decline was due to the sharp increase in the stock price declines in the current quarter.

That is, high inventory has eroded the company's net profit, resulting in "no increase in profits" in the first half of the year.

In the first half of the year, the company adjusted the channel and opened the shopping center store.

As of June 30, 2017, there were 1255 shopping centre stores, an increase of 265 over the same period last year. Retail sales in shopping centres in the first half of 2017 accounted for 27.88%, and retail sales increased by 17.32% over the same period last year.

The number of street stores decreased by 170 in the first half of 2017 compared with the same period last year, and the retail sales and share continued to decline.

The company continued to develop e-commerce channels. In the first half of 2017, the company's online business grew by 46.46% over the same period last year.

Taiping bird said the company's cloud storage system has covered all the self owned stores and some franchisees in 23 provinces.

O2O has covered 31 provinces in the whole country, covering 3 brands: Women's wear, men's wear and Lok ting.

The company said it continued to cultivate new brands in the first half of the year, while the revenue and gross profit of Lok CHO and children's clothing maintained a good growth trend during the period.

In the first half of the year, Lok Ting's revenue grew by 18.74% compared to the same period last year, and the sales of children's clothing increased by 49.81% over the same period last year.

MATERIAL GIRL revenue grew 117.13% over the same period last year.

La Natsu Bell: (revenue in the first half increased 6.9% compared to the same period last year, net profit decreased 0.9% compared with the same period last year).

More open stores, sub brands and electricity providers to contribute revenue

La Natsu Bell achieved revenue of 4 billion 282 million yuan in the first half of 2017, an increase of 6.9% over the same period last year, achieving a net profit of 301 million yuan, down 0.9% compared to the same period last year.

The company said revenue growth was mainly due to sustained growth in group monopoly channel sales and online revenue.

The number of retail outlets increased from 8907 in December 31, 2016 to 9066 in June 30, 2017.

The interim results show that the company's counter revenue decreased by 9.1% compared with the same period last year. The decline in the special store revenue was mainly due to the decrease in the number of retail outlets and the aging of the channels, resulting in a decrease in passenger flow.

Monopoly revenue grew by 21.2% over the same period last year. The increase in monopoly revenue was mainly due to the increase in the number of retail outlets.

Online platform revenue accounted for 12.5% of the total revenue in the first half, up 3.3 percentage points from the same period last year.

La Natsu Bell said that in the first half of 2017, La Chapelle and Puella brands continued to contribute the highest proportion of two brands to group sales, which totaled 45.6%, but 5.2 percentage points lower than the 50.8% in the first half of 2016. Puella brands were affected by factors such as year-on-year decline in new stores and slow growth in new stores, resulting in a 8.1% decline in revenue.

The group's other major women's clothing brands (7m, La Babit E) revenue continued to maintain good growth momentum, especially the La Babit Babit brand increased by 29.7% over the same period, mainly due to the optimization of the structure of goods and the expansion of retail outlets.

Menswear brand (JACK WALK, Pote, MARC ECK) is in the stage of rapid development. In the first half of 2017, the revenue scale increased by 27.3% over the same period last year, mainly due to the growth of same store sales.

The group's new UlifeStyle brand revenue contribution reached 6% in 2015.

In the first half of the year, the group business revenue was 534 million yuan, an increase of 44.9% over the same period last year, accounting for 12.5% of the group's total revenue.

In addition, the company said it had launched Mens online business in the first half of 2017, and is still in the testing stage.

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Jiangnan cloth dress: (2017 fiscal year revenue grew 22.6%, net profit increased 38.5%)

Member sales growth, sub brand proportion increased

The annual performance Bulletin released by Jiangnan Buyi showed that the company achieved a profit of 2 billion 332 million yuan in the 2017 fiscal year ending June 30, 2017, an increase of 22.6% over the same period last year, achieving a net profit of 332 million yuan, up 38.5% over the same period last year.

The company said that the increase in revenue was mainly due to the expansion of the group retail network and the increase of retail outlets compared with the same stores.

The total number of retail outlets has increased from 1316 in June 30, 2016 to 1591 in June 30, 2017.

With the strategy of "fans economy", the retail stores in the 2017 fiscal year will grow by 8% compared with the same store, Jiangnan Buyi said.

In fiscal year 2017, the retail sales contributed by the members of the company accounted for 62.6% of the total retail sales, which was 5.9 percentage points higher than that in the 2016 fiscal year.

As of June 30, 2017, the company had over 2 million members.

From the brand point of view, Jiangnan Buyi brand revenue is growing, but sub brands are growing faster.

In the 2017 fiscal year, the main brand JNBY revenue grew by 14.1% over the same period last year.

CROQUIS (sketch), JNBY by JNBY and less brand revenue also maintained a rapid growth in the 2017 fiscal year. The Pomme de terre (Peng MA) and household products brand JNBYHOME launched in 2016 also had sales.

The percentage of non JNBY brands in total revenue increased from 37.1% in fiscal 2016 to 41.5% in fiscal 2017.

The secret behind the synchronized growth of women's clothing enterprises: speeding up the pace of channel adjustment

From the 10 half of the first half of the 2017 women's clothing enterprises performance report, the performance is generally good, basically achieved a positive growth in revenue, which also shows that the domestic women's clothing industry is a strong rebound.

After sorting out the performance and growth factors of the above 10 women's clothing listed companies in the first half of 2017, we can roughly summarize the following points.

First, the multi brand and multi category strategy of women's clothing has played an important role in the expansion of women's clothing enterprises.

Such as Jiangnan Buyi, La Natsu Bell, Taiping bird, and Zheng fashion and other enterprise sub brands are growing faster, stimulating the overall revenue growth of enterprises.

Some enterprises have launched new brands or product lines, or have acquired new brands and new businesses, and have thickened their performance and profits.

Two, the main brand of enterprises has basically maintained growth.

The main reason for the growth of the main brand is that the number of shops that the enterprise continues to expand and the growth of its scale; the other way is to raise store efficiency, such as Vigna S's "Filing strategy", and the "membership strategy" of Jiangnan cloth's clothing to stimulate the same store growth.

Three, enterprises are speeding up the adjustment of channels.

For example, Taiping bird reduces department stores and street stores, and opens shopping centers. La Natsu Bell expands the sales scale of special stores and reduces the income of special stores.

On the other hand, it is the importance of direct channel mode.

In the first half of the year, a lot of women's clothing enterprises grew faster in revenue, or increased resources input in the direct shops, improving quality and improving efficiency, striving to improve the efficiency of Direct stores, and increasing the proportion of revenue from direct stores. This is a general trend, whether it is for popular clothing like Taiping bird or La Natsu Bell, or for many high-end women's clothing brands.

In addition to direct stores, another channel for women's clothing enterprises to pay more attention is the electricity supplier.

Almost all women's clothing enterprises' performance growth in the first half of this year has been more or less benefited from the growth of e-commerce business, and many enterprises have acted in the aspect of e-commerce, increasing the input of resources.

For example, La Natsu Bell launched the men's clothing line business, Taiping bird's "cloud storage" system, Vigna S and the Japanese fashion fashion launched online shopping mall, many women's clothing enterprises proposed to promote the online and offline integration of "full channel" marketing, and so on.

Whether it is electricity supplier, direct store or retail terminal, we can see that women's clothing enterprises are speeding up the pformation and adjustment of channels, improving the quality of channels, hoping to maintain the scale growth and the sustainability of performance growth in the changing market environment. This should be the greatest common divisor behind the synchronized growth of women's clothing enterprises in the first half of the year.

However, a careful study of the composition of the business revenue of various enterprises will find that the growth rate of enterprises with high gains, such as Vigna S and long Zi, is basically from the acquisition of brands or non clothing sectors, and the performance of the main women's clothing brands is not so amazing.

For example, Vigna S mainly stems from the first half year's acquisition of the Korean brand Teenie Weenie's performance merger.

In the first half of the year, the revenue growth was mainly from the baby and medical sectors, and the business income of women's wear plates was only 500 million yuan, with a growth rate of 6.6%.

Generally speaking, the domestic women's clothing market is still in a stage of growth with relatively low market concentration, more market segmentation, fierce competition, lack of overlord enterprises and brands, and lack of large international fashion groups.

It is foreseeable that the expansion of scale will be the biggest development theme of women's clothing listed companies in the future.

With the further improvement of industry concentration, the field of garment segmentation will be further deepened, and resources will be integrated into leading enterprises. The survival of the fittest and Matthew effect will become more prominent in the industry and will further promote the differentiation of the industry pattern.

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