Another Look At Costumes: The Secret Of Selling The Better The Name Of Saint Martin, UNIQLO.

In July, the temperature became more and more hot, and more and more high temperatures were felt in midsummer. As for the clothing industry, no matter how big news is in domestic and foreign clothing industry, it affects the eyes of the costumes. What events did it last week?

Major events in China: July 8th ~7 12

Pathfinder net profit growth in the first half of the year 230% outdoor sports market awaken

In July 12th, Pathfinder holding group Limited by Share Ltd (short term: Pathfinder, stock code: 300005) issued semi annual performance report for 2019. The report shows that as of June 30, 2019, the net profit of the Pathfinder belonging to the listed shareholders was about 79 million 600 thousand yuan to 84 million 500 thousand yuan, up 230%-250% from the same period last year, and a profit of about 24 million 120 thousand and 800 yuan in the same period last year. At the same time, the report pointed out that faced with the adverse factors such as economic downturn, low consumption and fierce market competition, Pathfinder should continue to focus on resources to consolidate the steady development of outdoor products industry, continuously enhance product competitiveness, strengthen brand building and promotion, quantify and follow up various indicators of sales terminals, and timely plan for the sale of over season inventory commodities.

Zhongfu said:

Pathfinder, as the first brand of domestic outdoor brand, has attracted much attention. As a subdivision area, professional outdoor sports brand has been affected by the environment in recent years, and the outdoor main business has been hit, and its performance has also slowed down gradually. In fact, not only the Pathfinder, but also other outdoor sports brands have suffered a series of difficulties, and the brand performance of Sanfo outdoor, animal husbandry and so on is also not optimistic. Looking at the international market, China's outdoor sports crowd is still in a relatively small stage, and the use of outdoor sports equipment is not in a very routine state during sports, which has led to the domestic outdoor sporting goods market has not reached the outbreak. International brands are constantly laying out the Chinese market and waiting for the awakening of China's outdoor sports market.

Search for the introduction of state-owned assets to invest in Jiaxing Yuxuan Ma Hong half cash 1 billion 900 million

The announcement said that the controlling shareholder, the actual controller Ma Hong and his co operative Guangdong Xingyuan Investment Co., Ltd. (referred to as "Xingyuan investment") introduced the strategic investors to the company and reduced the proportion of stock pledge. Ma Hong transferred the 138 million shares held by the company (4.46% of the total share capital) and Xingyuan investment to 16 million 656 thousand and 700 shares of the company (0.54% of the total share capital) of the company and transferred them to the Jiaxing Yu Xuan investment partnership (limited partnership) (hereinafter referred to as "Jiaxing Yu Xuan"). After the transfer is completed, Yu Xuan of Jiaxing will hold 5% of the company's shares. In this transaction, the transfer price of the underlying shares is determined to be 2.7 yuan per share, and the transfer price amounts to 417 million yuan.

Zhongfu said:

Search has been exploring in transition, mainly engaged in the design and sales of "fashion front" brand casual wear, and has now developed into a large and medium-sized fashion industry group covering brand apparel operation, supply chain management, brand management and other businesses. In recent years, the company has frequently transferred shares and introduced several wars. In November last year, the company said that the company's controlling shareholder and real controller would transfer the shares of its 154 million shares to 373 million yuan to Qianhai Rui Sheng. After the transfer was completed, Qianhai Rui Sheng would hold 5% stake in the company.

The European parent company is named the main street of central Saint Martin Institute in London.

China Fashion Group is accelerating the pace of internationalization. According to sources, to the fashion business express, the main street of the central Saint Martin Institute in London has been renamed "Heji group Street" under the auspices of the hitji group, and has listed the brands of the group on the road signs, but the exact amount of the title is not disclosed. Some analysts pointed out that the title of Hechi group will not only enhance its popularity in the international industry, but also help attract more international talents to join. Central London Saint Martin Institute is one of the four largest fashion design institutes in the world. It belongs to University of the Arts in London and is located in central London.

Zhongfu said:

The number of students studying in the UK is increasing. The British fashion industry also provides more jobs. Although the investment of Hertz group and Everbright Group is not related to the actual operation of Saint Martin Institute and London Fashion Institute, its investment measures are actually an endorsement in the fashion industry, especially when the global retail environment continues to oscillate. In particular, the competitiveness of China's garment industry is becoming increasingly obvious, and domestic apparel brands will usher in a new round of bonus period. Talent will become the key match point in this battle.

What's the magic trick of raising the brand of children's clothing market Hongxing Erke?

Recently, the domestic sports brand Hongxing Erke officially entered the children's wear market through a product release show, and named the children's clothing brand "ERKEKIDS". Hongxing Erke's children's wear brand is not a whim. We can learn from the following aspects of the reasons for its entry into the children's wear market. In addition, there are Baleno in addition to children's clothing business. Baleno's transformation has been radical, overthrowing the previous product design, upgrading the terminal store image, actively marketing crossover, and began to strengthen the development of children's clothing.

Zhongfu said:

For children's clothing, many brands are serious. Both Baleno and Hongxing Erke rely on their brand effect to target consumer groups. Although their development momentum and popularity in recent years are not as good as those of Anta and Lining, they have been the domestic sports brands that grow with the growth of 80 and 90, and have certain influence in this group of people. From adult clothing to children's clothing, it is to cultivate adult clothing consumers to buy clothes for their children, which not only reduces the cost of acquiring customers, but also rapidly accumulates consumer groups for children's wear brands, and also creates a private domain flow for the brand itself. Like parents who buy UNIQLO, they will choose UNIQLO for their children.

Lining is ushering in a new peak in the past 10 years, its market value has increased by nearly 10 billion.

Contrary to Anta sports, which is frequently targeted by short sellers, Lining is ushering in a new peak in the past 10 years. According to the fashion business bulletin, Lining shares in Hong Kong rose 5.3% to HK $19.46 today, a record high since August 2010, with a market value approaching 45 billion Hong Kong dollars. Since its two degree show in Paris in June 22nd, Lining's stock price has risen more than 27%, and its market value has increased by nearly HK $10 billion. In June 24th, Lining issued a notice that the net profit of the company in the first half of 2019 was about 709 million yuan, an increase of about 440 million yuan over the same period in 2018, an increase of about 164% over the same period last year, and a continuous profit of 509 million yuan, an increase of about 240 million yuan compared with the same period in 2018, an increase of about 90% over the same period last year.

Zhongfu said:

In fact, Lining has only aroused the attention of the industry for more than a year. In February last year, the sports brand was first launched on the New York fashion week. It was regarded as an important turning point in the development history. But for cross-border fashion initiatives, Lining admitted that it was accidental. Lining landed at the New York fashion week in Tmall New York's China Japan invitation, but unexpectedly received an excellent response. Lining appeared in Paris men's wear week last June and New York fashion week in February this year. There are indications that Lining is becoming stronger and stronger under the guidance of the fashion line, but whether or not we can take this opportunity to attract more consumers in many aspects will be the key to Lining's long-term sustainable growth.

　 International events: July 8th ~7 12

What is the reason why the fast fashion recession is selling better?

In July 11th, the fast selling group of UNIQLO parent company announced its performance in the first three quarters of fiscal year 2019 (September 1, 2018 May 31, 2019). The report shows that the total revenue of the XXX group in the first three quarters amounted to 18228 billion yen, equivalent to about 115 billion 708 million yuan, an increase of 7% over the same period last year, and operating profit of 247 billion 600 million yen, an increase of 3.7% over the same period last year, resulting in a double increase in earnings and profits. The performance of UNIQLO's parent company is growing again, reaching a record high. UNIQLO is the best selling brand of fast selling group, while the Greater China region is the most powerful in the global market, which even surpassed the achievements of Japan.

Zhongfu said:

The people who like UNIQLO are nothing more than the following reasons: the foundation is simple and versatile, the fabric is comfortable, the connotation is black, the technology is reasonable, and the price is reasonable. To sum up, people love the brand because of its products and prices. UNIQLO is famous for its high quality products, and it is good at developing deep foundation. Moreover, price and technology sense and joint series are very competitive. In China, new stores are opening at the rate of 80-100 per year, and the number of stores in the Greater China area is expected to exceed 1000 threshold in 2021. The sinking channel is a good way to tap more consumers.

Superdry China joint-venture companies lose their ability to catch up with young people.

Britain's fashionable retail environment is sluggish and Superdry has not been spared. In the 12 months ended April 27th, the total revenue of Superdry in the UK was basically flat at 872 million pounds in the previous fiscal year, and the gross profit margin declined from 58.1% to 55.6%, and the basic pre tax profit dropped 56.8% to 41 million 900 thousand pounds from 97 million pounds. According to the fashion business express data, in the first half of last October 27th, Superdry revenue still recorded a growth of 6.4% to 832 million pounds, which meant that the sales performance of the brand in the second half of the fiscal year was negative, which once again triggered the industry's concerns about the brand outlook.

Zhongfu said:

Careful observation is not difficult to find that Superdry's situation is very similar to that of British brands such as Topshop, New Look, which have been submitted to CVA voluntary bankruptcy agreement, and it is deeply troubled by many problems, such as oversized Internet stores, old brand image, and no novelty in product design. The transition to "younger" is imminent. In order to deal with brand aging, first of all, Superdry focuses on the design to create a clearer consumer segmentation. Secondly, in terms of channels, the brand will make reasonable planning and adjustment to the retail store network, enhance the shopping experience in the store, and increase the frequency of updating the products and the type of products. However, the problem of Superdry can not be solved overnight. We expect different new images through a series of drastic reforms.

Young people are getting poorer and poorer. H&M and A&F are promoting installment payments.

Abercrombie & Fitch Co. (NYSE:ANF), a young apparel brand group, announced its cooperation with the Swedish payment provider Klarna Bank AB to provide three and four installment services to three major brands Abercrombie & Fitch, Abercrombie kids and British and American consumers respectively. Klarna has now provided Pay Later's after payment service for German customers of Abercrombie & Fitch Co., and consumers can pay 14 days after placing the order. The above cooperation is of great significance to traditional retailers. Generally, online retailers can cooperate with consumer loan products to enable consumers to enjoy one-stop financial and consumer services. In particular, the highest penetration of electricity providers in the Chinese market.

Zhongfu said:

Both H&M and A&F are promoting installment payment, including Klarna's leading "after purchase," full product, and simplified post purchase and return experience. This collaboration will be managed through the next generation of H&M apps and H&M loyalty programs. The overall goal is to create an end-to-end, more inspiring and sophisticated shopping experience for fashion lovers. Such services are also likely to enter the Asian market. Apart from the transformation of the retail business channel, the more important reason is that the millennial generation of the whole world is poorer and consumptive at the same age. Now, nine fast fashion brands are thinking about how to make young consumers willing to spend their pocket money.