The Era Of Great Changes In China's Garment Industry

In December 2014, when the domestic stock market was in the hot market of bull market, clothing The stock has become one of the most reluctant stock investors, and this is precisely a microcosm of struggling domestic clothing enterprises.

　　 Line down shop online transformation

In December, in Beijing, Giordano and Lining on the streets of Wangfujing were no longer prosperous, and the promotional information broadcast was also missing. Only the tired looking salesmen were waiting at the entrance of the mall, waiting for customers to come.

This is Beijing, but it is also a portrayal of Giordano and Lining's national sales outlets.

According to the report released by Giordano, in the third quarter of this year, Giordano closed a total of 74 retail outlets, 63 of which were located in the mainland of China. Lining's retreat and replacement had already changed their core team several times. Similarly, by the end of last year, Leisure brand JEANSWEST's stores in mainland China have decreased by 253, and IgG has closed 88 stores in mainland China in half a year. Men's wear In the brand, the seven wolves closed 347 stores, nine Mu Wang closed 73, the card slave road closed 53, and Hinur closed 46.

On the other hand, in the past "double eleven", Tmall has set up a 57 billion 100 million yuan price volume (unaudited data), an increase of 63% over the previous year, and sales of Jingdong amounted to 8 billion 200 million yuan, more than 2 times that of the same period last year. In Tmall's sales, clothing consumption is still a major force.

"Low speed growth will become a new situation for many garment enterprises in a long period of time." Yang Jinchun, Secretary General of the China clothing association, said, "this is mainly due to the current" new normal "economic situation.

Online and offline data comparison means that transformation is inevitable. In order to find the best way to transform, the Chinese garment industry is still exploring. In the first three quarters of this year, the performance of nearly 60% clothing listed companies declined, and the net profit growth rate of more than 10% enterprises was less than 20%. Most of the enterprises that are sticking to the garment production position have chosen to turn to the online industry and open up a new pattern in the field of O2O. Others are ready to abandon the main garment industry and carry out cross-border restructuring.

According to the recently released research report by CITIC Securities, in the "double eleven" war, the brand competitive advantage of the traditional line is further highlighted. The top ten brands in the clothing industry are Korean brands, while the other are all strong brands under the line. The top five of the clothing sub categories are mostly traditional offline brands. Among them, Semir clothing has performed well this year, with a total sales of nearly 200 million yuan, and its casual wear and children's wear have doubled, ranking first in their respective categories. The sales of explorers reached 1.2 yuan billion yuan, an increase of 58% over the same period last year, ranking first in outdoor category but slower than that in the whole year.

"The growth of future brand enterprises will become an important trend from more online to multi-channel integration." CITIC Securities believes.

　　 Subverting traditional channels to promote new students

In the Hurun rich list of 2014, the Zhou Jianping family of Hai Lan's home became the richest person in the domestic apparel industry, ranking thirty-second in terms of wealth of 28 billion yuan. In the period of mourning in the domestic apparel industry, what kind of profit model did Hai Lan House achieve a high growth trend?

In April 2014, Hai Lan's home was listed through the shell technology. Before the listing, the seven parties of Hai Lan group promised the home of Hai Lan. In 2013, the net profit after tax audit in ~2015 was no less than 1 billion 210 million yuan, 1 billion 470 million yuan, and 1 billion 710 million yuan respectively. In the first three quarters of this year, the company achieved a net profit of 1 billion 600 million yuan, an increase of 84% over the same period last year, and has fulfilled its annual performance pledge ahead of schedule.