"Internet +" Industry Situation: Four Trends Of Menswear Brand Development

Which brand is strong? To take stock of the first half year performance of domestic men's clothing enterprises, and sum up the characteristics and trend of the development of domestic men's wear brands.

Men's clothing business performance in the first half year

In the first half of 2015, the company achieved operating income of 1 billion 871 million yuan, a slight decrease of 0.09% compared with the same time, and realized operating profit of 715 million yuan, a sharp increase of 502.74% over the same period last year. The net profit of the shareholders attributable to the listed company increased by 611 million yuan, up 413.79% over the same period last year. The net profit margin after deducting non recurring gains and losses was 85 million 60 thousand yuan, a decrease of 28.70% compared with the same period last year, and the basic earnings per share were 1.49 yuan.

The Chinese fir industry has been pformed and upgraded earlier in the industry. From garment industry to lithium battery material, to the acquisition of rare earth ore into upstream industry, and then to financial investment, it has not only set foot in banks and insurance, but also has made futures, equity investment and wind risk investment through several private equity funds and Vc firms.

Now, the clothing of Shanshan, a clothing company, has three major sectors, namely clothing, lithium materials and financial investment. It is an enterprise that combines industrial capital and financial capital.

In the first half of the year, the announcement showed that the company's operating income was 1 billion 4 million yuan, an increase of 0.56% over the same period last year. The net profit attributable to the owners of the parent company was 75 million 199 thousand and 300 yuan, an increase of 12.08% over the same period last year.

By the end of the reporting period, the total number of brand outlets was 1335, with a business area of 228 thousand and 800 square meters, a decrease of 92 outlets and a reduction of 20 thousand and 700 square meters compared with the same period last year. The total income of outlets was 935 million yuan, an increase of 3.46% over the same period last year.

The reported bird said that the increase in business performance in addition to actively adjust the store structure, get through the O2O channel, mainly due to the company's focus on promoting the C2B category of private custom business.

In July last year, the news birds formally implemented a comprehensive Internet.

Based on the three major factories in Anhui, Wenzhou and Shanghai, we have implemented intelligent production. Taking the pition of consumers as an opportunity, we have created a personalized whole category of private customization.

According to the plan of the wedding bird, the next three years, we should make full use of the business foundations of nearly 1000 private volume customized services, develop 1000 smart tailoring business platforms, 1000 wedding custom cooperation projects and 1000 global private custom shops, so as to weave a social marketing network with multi touch and stakeholder participation.

The seven wolves released the semi annual report in 2015, which showed that the business revenue of the seven wolves in the first half of the year was 1 billion 130 million yuan, an increase of 10.42% over the same period last year, and net profit of 111 million 500 thousand yuan, a decrease of 26.28% over the same period last year. The basic earnings per share were 0.15 yuan, down 25% from the same period last year.

In the first half of last year, the seven wolves had 3155 terminal stores. As of June 30, 2015, the number of terminals in the seven wolf channels was 2636, with a net decrease of 519 stores.

From nearly three years of financial reports, we can see that the continuous closing of stores and declining performance have become the normal situation of the seven wolves.

In the first half of 2015, the seven wolves adjusted the development strategy, from pure industry to industrial and investment operation mode, and excavated new profit growth point.

On the basis of firmly and firmly adhering to the industry, we should strive to carry out the pformation and reform of the main brands of the seven wolves, promote the remodeling of products, channels and supply chain with the needs of consumers as the starting point, and continuously strengthen the construction of terminal retail capacity, and promote the adjustment and upgrading of brands.

The next seven wolves will continue to adhere to the multi-channel, all-round brand operation mode and maintain brand tonality.

According to the existing product strategy, the channel terminal is divided into brand image shops that can display brand image and status, and the factory shops which sell mainly cost-effective products, and the corresponding upgrading and upgrading of the terminal stores according to the classification categories.

In the first half of 2015, the business revenue of card slave road company was 372 million 943 thousand and 200 yuan, an increase of 2.19% over the same period last year, operating profit of 27 million 812 thousand and 900 yuan, an increase of 0.53% over the same period last year, and net profit attributable to shareholders of listed companies was 23 million 944 thousand and 400 yuan, an increase of 18.60% over the same period last year.

As of June 30, 2015, the total number of stores was 379, representing a net decrease of 88 compared to December 31, 2014.

Among them, there are 255 outlets and 124 franchisees.

In the context of the rapid development of mobile Internet, the rapid rise of buyer shops and the rapid impact of O2O business mode on traditional industry models, the company actively complies with the trend of O2O in the Internet + fashion industry, and identifies the development strategy of "online service, offline experience". It takes consumers and users as the center to upgrade experience, and promotes the pformation from traditional retail to Internet +O2O operation mode organically combined online and offline.

The fashion e-commerce platform set up by the company will be tested in the second half of 2015.

Kaiser

Kaiser shares issued 2015 semi annual financial report shows that the company achieved operating income of 285 million yuan, an increase of 27.72% over the same period.

Net profit attributable to shareholders of listed companies was 15 million 914 thousand yuan, an increase of 85.08% over the same period last year.

In the main business composition, the business income of garment business increased by only 9.44% compared with the same period last year, and the gross profit margin decreased by 20.74% compared with the same period last year.

In contrast, the cultural and entertainment industries started last year were strong, with 39 million 279 thousand yuan in cultural and entertainment business and 91.42% in gross profit margin.

Despite double-digit growth, the apparel industry has become a drag on Kaiser shares.

The company adjusts the development strategy in time according to the changing situation of the apparel industry, speeds up the pace of mergers and acquisitions, and comprehensively pforms into the pan entertainment area of the Internet.

At present, the company has completed the layout of "IP operation +IP commercialization" in the pan entertainment industry chain.

Hai Lan's home

Hai Lan's home 2015 in the first half of the year shows that in the first half of the year, Hai Lan's family realized a business income of about 7 billion 930 million yuan, an increase of 39.58% over the same period last year. The net profit attributable to shareholders of listed companies was 1 billion 670 million yuan, an increase of 35.68% over the same period last year. The main business income of e-commerce reached 209 million yuan, up 95.59% over the same period last year.

In the first half of the year, Hai Lan's new home opened 207 stores, and the total number of stores at the end of the year was 3382, an increase of 6.89% over the same period last year. The effective business area of the store increased by 18.11% compared to the same period last year.

In 2015, the business revenue of Hai Lan home project increased by 20%~30% compared with the same period last year, and the operating income in the first half of this year was 7 billion 933 million yuan, up 39.58% over the same period last year, slightly exceeding the company's established target.

Hai Lan home said that the company relies on the competitive advantages of brand marketing management, sales channel management, supply chain management and data information management to gather and integrate the superior resources of the industrial chain, accelerate the integration and complement of all channels under the online and offline channels, accumulate and enhance the brand value, so as to achieve healthy and rapid growth of business performance.

Plans to expand the number of stores to five thousand or six thousand in three years, focusing on developing a second tier city image shop and flagship store.

Li Lang

Lee announced the interim results, net profit increased 12% to 277 million yuan, the basic earnings per share was 0.23 yuan.

During the period, the income of the company increased by 9% to 1 billion 188 million yuan, the gross profit margin was unchanged at 41.1, the operating profit increased by 16.4% to 343 million yuan, and the turnover days of inventory dropped to 58 days.

In the first half of the year, the sales volume of the same store grew to the number of low and medium units, the growth level between 7 and August was 6% to 8%, as the company's orders in the autumn and winter ordering in the first half of this year improved, so it is confident that the growth rate of the same store sales in the second half of this year will accelerate to the high number of units.

In the second half of the year, the company will increase the proportion of original products and achieve the goal of opening stores throughout the year.

LILANZ and L2's stores were flat and net increased by 20 to 30, and 80 stores of LILANZ brand were renovated in the second half of the year.

In addition, the company intends to purchase women's clothing and children's wear brand.

Four trends in the development of men's wear brands

Men's clothing enterprises have always been the weathervane and main force of the clothing sector.

From the performance of men's clothing enterprises in the first half of 2015, the overall situation is getting warmer and the focus of development is different.

In view of the current development, characteristics and trends of mens enterprises in China, Hua Shang Hui collated the following points:

Customized business

High end customization has become the direction for men's clothing enterprises to break through in depth adjustment.

Facing the future space of China's high definition market, many men's clothing enterprises have arranged their layout and made efforts to make advanced customization. Besides the wedding birds, the men's clothing enterprises such as Shanshan, YOUNGOR, seven wolves, Hinur and so on all aim at the customized business.

At present, the domestic men's clothing enterprises in the development of customized business is one kind of high-end high-end customization business, which is mainly priced at higher prices. One is to build intelligent customization system by means of information technology, Internet of things and big data. Relying on the industrial pipeline, it realizes personalized customization with many styles, small batch and relatively low price.

Financial investment

With the promotion of favorable policies in the national financial sector, clothing companies' participation in financial investment is more diversified and innovative.

With the infiltration and catalysis of capital, the combination of industry and capital is becoming more and more closely. Financial investment has become the mainstream strategy of many men's clothing enterprises. Participation in the establishment of M & a funds has gradually become a new trend in the industry.

In accelerating the pformation and upgrading of the main business and upgrading the core competitiveness, enterprises have adjusted their development strategies, actively promoted the strategy of capital merger and acquisition, sought diversified investment opportunities in cross-border finance, sought new breakthroughs in performance growth, and sought new opportunities for development.

Cross boundary pluralism

Judging from the performance of garment enterprises in the first half of the year, it is undoubtedly an important factor to enhance the performance of garment enterprises.

Looking at the cross border diversification direction of men's clothing enterprises, most of them are concentrated in emerging industries and hot industries such as finance, electricity providers, Internet, health, cross-border trade, intelligence, and other industries in the A share market.

Unlike the previous diversification strategy, the diversified strategies of major garment enterprises are driven by capital and diversified and enterprise pformation and upgrading under the stimulation of capital strength.

The old clothing enterprises, such as YOUNGOR and Shanshan, continue to cross the border industry in this wave of capital wave, and the pace of the cross border industry is constantly decreasing. But the latecomers are also moving frequently, implementing the expansion of enterprises through diversified paths, and expanding the horizontal and vertical industries through mergers and acquisitions.

Transformation and upgrading

Regardless of profit and loss, pformation and upgrading has become the only way for domestic menswear brands to save themselves.

In the context of the increasingly strong capital of the garment industry, the pformation, adjustment and upgrading of men's clothing industry is developing in depth. The future development will show more patterns and directions, and further promote the differentiation of the industry pattern.

With the popularity of Internet + and the continuous promotion of the concept of O2O, the pformation and upgrading of menswear enterprises are more focused on Internet + cross-border mergers and acquisitions and O2O mode.

In addition, many men's clothing enterprises have recognized the new opportunities of the entity store, the adjustment of the online channel and the optimization and upgrading of the shops to increase the power to improve the sales quality and ability of the terminal stores.