The Complexity Of Men'S Wear Market Traditional Men'S Clothing Brand Performance Is Also Uneven.

The clothing market driven by the upgrading of consumption is showing a multipolar differentiation: Women's wear is good, children's clothing is growing rapidly, underwear is not warm, but in comparison.

The market is slightly more complicated.

Let's first look at the performance of domestic menswear brands in the first half of 2018.

Hinur

Hinur disclosed half yearly results in August 15th. As of June 30, 2018, Hinur realized operating income of 389 million yuan, an increase of 898% over the same period last year, and realized a total profit of 40 million 280 thousand yuan, an increase of 121.47% over the same period last year, achieving a net profit of 1 million 620 thousand yuan, an increase of 106.99% over the same period last year.

According to the industry, the revenue of Sino clothing was 12.91% lower than that of the same period last year, and the gross profit margin increased by 0.89% in comparison with the same period last year.

The growth of Hinur's performance mainly depends on the promotion of tourism business and other businesses, rather than clothing business.

Facing the environment of consumption upgrading and pformation and upgrading, Hinur increased the number of tourism business in 2017, and actively expanded the cultural tourism industry as a new growth. From the half year performance in 2018, the new tourism business began to break out and reverse the declining trend of performance.

In August 29th, Hai Lan's home office released its first half performance in 2018, showing that its operating income was 10 billion yuan, an increase of 8.23% over the same period last year, and net profit attributable to shareholders of listed companies was 2 billion 100 million yuan, an increase of 10.2% over the same period last year.

The men's brand "Hai Lan's home", the women's clothing brand "Ai Ju rabbit" and the customized brand "San Keno" contributed 81%, 6% and 8% respectively.

From the performance data, men's brand "Hai Lan's home" is still the main growth point of performance, and the women's clothing brand "love rabbit" has become the fastest growing brand.

Under the market oriented environment of cross boundary and expansion, Hai Lan's home insists on its original intention, continues to deepen the main garment industry, and speeds up the incubation of diversified brands with different young and demand levels, forming a high-end, group buying customized and multi brand, multi class and diversified product structure system, and enhancing brand competitiveness and influence.

By June 30, 2018, YOUNGOR achieved 3 billion 590 million yuan in the first half of the year, down 33.59% from the same year, and the net profit attributable to the shareholders of listed companies was 1 billion 490 million yuan, down 27.28% from the same year.

The textile and garment sector finished 2 billion 822 million yuan, an increase of 13.03% over the same period last year, and a net profit of 600 million yuan attributable to shareholders of listed companies, an increase of 35.73% over the same period last year.

YOUNGOR, started with men's clothing, has gradually diversified into the real estate industry along with the expansion of market and ambition.

As a result, the sales volume of the main industry is not good, the real estate sector has also shrunk dramatically, and the performance has dropped sharply. YOUNGOR has proposed to return to the main garment industry and deepen the advantages of the garment industry, but the result is mediocre.

This shows that YOUNGOR's desire to return to the clothing industry is just "shouting in space".

In the first half of 2018, the seven wolves achieved an operating income of 1 billion 459 million yuan, an increase of 13.83% over the previous year, and a net profit attributable to shareholders of listed companies was 135 million yuan, an increase of 10.49% over the same period last year. The net profit after non profits was 80 million 473 thousand and 500, down 6.15% over the same period last year.

According to the results of the report, the net profit declined because the layout of international investment in the field of light luxury clothing was blocked.

After 2012, the seven wolves suffered a continuous decline in their performance, and then diversified development, seeking growth in performance. Last year, seven wolves took the clothing industry as the center, promoting the development of investment business around the fashion consumption field, and layout the international light luxury clothing field, and layout many brand fashion layout, but at present, this contribution to the performance is not large.

In the first half of 2018, the good luck bird achieved an operating income of 1412542719.13 yuan, an increase of 23.08% over the first half of the year, and a net profit of 39390148.45 yuan attributable to shareholders of listed companies, an increase of 228.72% over the same period last year. As at the 6 months ended June 30, 2018, the profits of the group reached 890 million Hong Kong dollars, up 3.21% over the same period last year, and the gross profit was 619 million Hong Kong dollars, an increase of 4.21% over the same period last year.

Product innovation in complex market is fundamental.

In the first half of 2018, men's wear brands showed uneven performance in the men's wear market.

From the overall data, Menswear enterprises' revenue growth is increasing, but net profit is surplus and deficit, and performance profitability is also improving. However, facing the complex market of clothing, if we want to develop in depth in the industry, we need to explore a variety of directions and patterns.

In the new era of consumption environment, tide brand and designer brand are rising with the help of consumption upgrading, forming a certain influence in the personalized segmentation market, impacting on the traditional men's wear brand market, leading to the decline of the market share and concentration degree of the main leading brands of fashion casual wear and business.

The traditional men's wear brand has always been favored by the fashion trend icon for its consistent style, single cut style and so on. In addition, the influx of international fashion brands and the increasing number of men in the men's clothing market have been severely damaged.

According to statistics, the global men's clothing market occupies 40% of the apparel industry as a whole. It is expected to reach US $438 billion in 2020, and in the next three years, the men's wear market will grow at a compound growth rate of 1.5%.

Domestic men's clothing brand performance also showed signs of recovery.

According to statistics, the market size of men's wear in the mainland has increased by more than 200 billion yuan in the past five years, and is expected to continue to grow at two digit growth rate in the next five years.

Data show that the men's clothing industry is recovering. Traditional men's wear brands are actively seeking new models and breakthroughs to improve their performance.

YOUNGOR's return to the main garment industry, seven wolves investment in the field of luxury clothing, the tourism and cultural business of the anour, the sea Lan's family strives to diversify the brand development, the traditional men's wear brand is constantly trying new directions and new means, constantly excavating new growth space, striving to make a resurgence on the road of garment industry recovery.

Transformation, upgrading, innovation and cross-border are the brands seeking breakthrough direction. But in the environment of consumption upgrading, people's consumption concept is changing. How to get consumers' recognition and favor is an important issue for brands.

The pursuit of cost performance and high quality is an important aspect of consumers' tendency at that time.

From the perspective of consumer demand, the brand has created a fashion design with unique design, unique style and high quality, breaking the fashion concept of traditional menswear and leading the trend and lifestyle of domestic brands.

(author: Jin Shu)