Clothing Enterprises Save Energy For The Industry "Cold Winter"

With the issuance of semi annual reports of Listed Companies in 2014, Clothing enterprise The operation is revealed through relevant data. Since the textile and garment industry has entered the stage of deep adjustment, enterprises are constantly exploring new directions and strives to break through the thorny road. Clean up inventory, create personalized products, implement multi brand strategy, try new models, expand new channels, clothing enterprises adhere to their respective positions, in order to pass the industry "cold winter" to save energy.

Optimize stores and improve efficiency

In the first half of this year, garment enterprises took the initiative in making strategic adjustments in the stores to cope with the changes in the terminal consumer market and the impact of the Internet. However, the adjustment of stores to many stores has been interpreted by many media as "closing shop tides". In the face of doubt, the listed companies represented by American Apparel show that the current adjustment and optimization are in a very benign structural improvement process.

　　 Seven wolves 2014 semi annual report shows that in the first half of this year, revenue was 1 billion 23 million yuan, down 28.07% compared to the same period last year, and net profit was 151 million yuan, down 41.02% compared to the same period last year. The company said that during the reporting period, it will continue to integrate terminal stores that lack profitability. As of June 30, 2014, the number of terminals was 3155.

In the first half of this year, nine Mu Wang actively optimized the channel structure, focused on the quality of new shops, optimized the opening process and assessment methods, and intensified the rectification and upgrading of the existing store image. The 2014 half year report showed that as the terminal consumption continued to slump, the company slowed down the shop opening process and shut down 134 shops with poor efficiency in order to control operational risks.

In addition, as of June 30, 2014, the number of sales terminals of the group was reduced from 11 to 562, and at the end of 2013, it was 573. The number of Kaiser stores decreased from 462 at the end of 2013 to 408, with a decrease of 54.

Apart from some enterprises that disclose the data of stores, there are also companies that do not disclose the number of stores in the semi annual report. A review of previous media reports showed that by the end of 2013, nearly 5000 U.S. bond stores had been established, and the total number of stores was 5220 by the end of 2012, which has decreased by more than 200 in the past year.

In view of closing shop phenomenon, American Apparel Zhou Chengjian, chairman of the board of directors, said that enterprises have been adjusting for many years. First, a large number of properties of enterprises are rented. The contract has not been renewed due to the expiration of the contract, which has led to closure. Secondly, in recent 5 years, urban redevelopment and transformation in China and urban relocation have changed significantly. Therefore, it is not a very strange thing to combine various factors and adjust hundreds of stores a year. In the thousands of stores in the United States, about 5% of the shops' location is adjusted and improved, which is in a very benign structural improvement process.

The 2014 semi annual report showed that the main business revenue was 2 billion 962 million yuan, down 20.11% compared to the same period last year. Net profit was 179 million yuan, down 19.61% compared with the same period last year. According to the relevant analysis, the United States apparel industry is in the stage of model adjustment, and the direct channel has been improving continuously in terms of brand experience, product innovation, channel upgrading, and store operation, but it has not yet effectively formed a resultant force.

Personalized men's clothing grows against the trend.

Product homogenization is the shackle of the development of men's clothing enterprises. In order to break through the restriction of products, enterprises have opened up a new way of individuation. A series of initiatives not only get feedback from the consumer market, but also reveal the results through semiannual reports. Among them, Hai Lan's home, Li Lang, CABBEEN and so on actively develop personalized brand men's clothing enterprises to achieve contrarian growth.

Hai Lan's home 2014 semi annual report shows that in the first half of this year, operating income reached 5 billion 683 million yuan, an increase of 61.53% over the same period last year, and a net profit of 1 billion 228 million yuan, an increase of 82.79% over the same period last year. There are 277 new stores, with a total number of 3164 stores. The company has implemented a large store strategy (the new shop area is not less than 200 square meters). In the first half of this year, there were 44 "three in one" and "two in one" brand linkage shops.

In the first half of the year, the turnover of the company was 1 billion 90 million yuan, a slight decrease of 0.2% compared with the same period last year. Despite a decline in turnover, the company still has growth in profitability. In the first half of the year, net profit increased 2.4% to 248 million yuan. In addition, gross profit margin increased by 0.9 percentage points to 40.9%, operating profit margin increased 1.9 percentage points to 27.1%, net profit margin increased 0.5 percentage points to 22.7%.

Since last year, the company has begun to focus on the core competitiveness. In addition to clearing inventory and optimizing channel management, the investment in product development has been increased and the proportion of original products has been increased in view of the homogenization of products in the industry. At the same time, we should enhance R & D and supply chain management so as to enhance the competitiveness of products and brands.

At the autumn order meeting, the total amount of the total purchase amount of the brand "LILANZ" increased. The total amount of the order "L2" increased by 10% to 15%. The increase was higher than that of this spring and summer.

CABBEEN clothing 2014 semi annual report shows that in the first half of this year, turnover reached 429 million yuan, an increase of 28% over the previous year of 335 million yuan, and net profit increased by 47.1% over the same period last year, from 76 million 909 thousand yuan a year earlier to 113 million yuan.

Yang Ziming, chairman of CABBEEN fashion board, said that under the background of the overall oversupply of the market, most brands were still produced in accordance with the taste of the public. Unlike traditional fashion brands, designers in CABBEEN regard the design of self and personality more seriously. Clothing products need innovation, and we need to adhere to the personalized design concept.

Mergers and acquisitions continue to heat up

There are more than one way for garment enterprises to seek transformation and development, but one of the most rapid ways to achieve their goals is M & A among enterprises. In order to achieve enterprise planning or make up for its shortcomings, enterprises will open merger and acquisition projects at an appropriate time.

Semir clothing 2014 semi annual report shows that in the first half of this year, operating income reached 2 billion 932 million yuan, an increase of 7.59% over the same period last year, operating profit of 447 million yuan, an increase of 21.79% over the same period last year, and net profit of 340 million yuan, an increase of 20.97% over the same period last year. Among them, Semir children's business realized main revenue 1 billion 172 million yuan, an increase of 30.90% over the same period. Children's business continued to grow at a relatively high rate, lifting the company's performance in the first half of the year.

In July 17th, Semir clothing announced that it would buy a 70% stake in Yu Han group (Shanghai) Information Technology Co., Ltd. with a price of 100 million yuan. The company owns two educational brands and related children's education businesses: Genius baby and little earth.

Through this acquisition, Semir will take advantage of the brand and professional ability of Yu Han (Shanghai) Information Technology Co., Ltd., combined with its own resources, such as channels, customers, management capabilities and capital strength, to accelerate the integration of resources in China's children's education market, and further expand the development space for children's business.

Recently, the popular youth leisure wear business in the main three or four line market has also announced the purchase of 57 million yuan for the operating assets of Guangzhou Yi Shuo Garments Co., Ltd. and Guangzhou Yi Ni Clothing Co., Ltd. It is reported that the main business of Yi Shuo dress is French ELLE brand women's wear and ELLE Girl brand girls' accessories and accessories in China (including Hongkong and Macao), with ELLE brand women's wear direct store 33 stores and 70 franchised stores.

For the acquisition, the special brand said that at present, the company has a single brand and sales channels are mainly concentrated in the commercial streets of the three or four line cities. The investment of Yi Shuo clothing and the operation of the above two brands can expand the high-end clothing market of women in China, covering all kinds of consumer groups and grabbing all kinds of clothing market share.

In search of the two major brands, "tide frontline" and "search special", the business structure is relatively small. The acquisition, in addition to the implementation of the original business adjustment of the channel structure, to the fast fashion mode transformation and optimization strategy, but also through overseas investment to create "multi brand and all channel" strategy.

Search for 2014 semi annual report shows that the operating income of 568 million yuan, down 32.71% compared to the same period, net profit of 74 million 20 thousand and 900 yuan, down 42.88% compared to the same period last year. As for the decline in performance, we have searched for special aspects. On the one hand, the growth of domestic clothing consumption market is still slow and in a deep adjustment period. During the reporting period, the climate in most parts of the country is abnormal, the clothing consumer market is in a low slump, and terminal sales are slowing down. On the other hand, the company explores the implementation of the "fast fashion" mode, the implementation of the round the year ordering and seasonal order combination mode, because the mode is in the initial stage, and franchisees also need time to run in, the franchisee quarter replenishment is less.

Under the pressure of the main industry, some garment enterprises have chosen to expand their businesses across the border and create a subdivision industrial chain by integrating resources. The merger of Semir and search is not an isolated case. Statistics show that in the first half of this year, 38 mergers and acquisitions occurred in the textile and garment industry.

For example, the Pathfinder buys the "green field network", and plans to build a new outdoor ecosystem of "multi brand + outdoor tourism service platform + outdoor vertical electricity supplier". Kaiser shares purchase hand travel company, cool cow interaction, and 100 round pants industry buys cross-border shares of 100% of the retail outlet of the retail business, and mergers and acquisitions become the means for garment enterprises to realize their respective needs and rapid development.

Developing channel layout O2O

The advent of the mobile Internet era has changed the development of traditional terminal formats, and O2O and other innovative models have shown great vitality. In the past mode, traditional brands tend to "dump" on line, while in the O2O mode, traditional brands are trying to develop strategies on line and online. In the clothing industry, Smith Barney clothing is an early O2O model. At the end of 2009, the United States and the United States began to build an electronic business platform (Bong buy Network), in the O2O just emerged in 2013, the United States first took the O2O strategy landing.

In March 2014, the new Chongqing international shop opened by Smith Barney not only brought together all the clothing brands of the US state, but also carried out Internet transformation. The main feature of the entity store was the integration of Internet elements and O2O system.

In this regard, Zhou Jiancheng, chairman of the American Apparel, said that the trend of the Internet is irreversible, and even the space for such business opportunities is growing. What the United States wants to think about is how to make good use of the knowledge, tools and means of the Internet to make good use of its own resources, and also to make the United States better develop with the help of the rapidly changing mobile terminal platform.

The same is a casual wear brand, search in the "multi brand and all channels" on the road is also the performance of heroic, not only won the high-end women's clothing ELLE operation rights of 57 million yuan, faster the deployment of electronic business platform.

Recently, he searched for 39 million 450 thousand yuan, 29 million 100 thousand yuan and 3 million 960 thousand yuan respectively.