The Pformation Of Men'S Clothing Market Is Imperative And The End Of Extensive Expansion Era

< p > the former "a href=" //www.sjfzxm.com/news/index_c.asp "male trousers < /a > experts" 601566.SH "wore T-shirts, shirts and Western-style clothes, but the performance did not usher in the replacement. In the first half of 2013, there appeared the first" double slide "of the business income and net profit since the listing.

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< p > according to incomplete statistics, in the 13 men's clothing listed companies, there were 7 negative growth in operating income and net profit in the first half of 2013, of which the net profit of Busen shares (002569.SZ) and 002154.SZ (birds of prey) exceeded 30%.

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< p > besides, < a href= "//www.sjfzxm.com/news/index_c.asp > > clothing industry < /a > the prevailing high inventory level is also quite obvious in men's wear field.

The total inventory of these 13 companies is as high as 10 billion 321 million yuan (< a href= "//www.sjfzxm.com/news/index_c.asp" > YOUNGOR < /a > clothing inventory), of which nine herdwood stock is 588 million yuan, accounting for 11.36% of total assets, while the value of Lining (02331.HK), which is plagued by high storage, is only 13.45%.

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< p > it is not hard to see that this confirms the industry's previous view that the crisis in the clothing industry will spread along the path of sportswear casual wear men's clothing / women's wear / children's clothing, and the good men's clothing market has not been spared.

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< p > < strong > the end of extensive expansion era < /strong > < /p >

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In the first half of 2013, P closed 59 sales terminals. The number of direct outlets increased by 42 to 736, while the number of franchisees decreased by 101 compared with the beginning of the year in 2013.

At the end of 2011 and 2012, sales terminals increased by 430 and 124 respectively from the beginning of this year.

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In the half year report of 2013, the seven wolves released 152 stores, but maintained the number of terminal units in 462 homes. < p >

Card slave Road, good news birds and so on have also slowed down the pace of opening shop, the first half of the new shop is far below the number of previously expected, and new stores are also direct camp.

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< p > Ouyang, an analyst with foresight Industry Research Institute, told Xinhua that the growth of men's clothing in the past few years is closely related to the large expansion of stores. However, under the double pressure of terminal demand and sports brands, men's clothing brands have begun to feel the importance of meticulous management of channels.

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< p > take seven wolves as an example. In the view of Li Jiajia, analyst at Guotai Junan, the company is experiencing the pformation from "wholesale" to "retail" and from extension to intensive farming. In the way of commodity management, the concept of commodity planning is introduced and strengthened, and the application of data is emphasized in terminal management mode, which greatly improves the ability to control terminal.

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< p > "because of the large investment in direct operation system and meticulous management, it may lead to a decline in performance in the short term, but it is of great benefit to the long-term development and upgrading of enterprises.

This is also the only way for domestic garment enterprises to pform. "

Ouyang Xinzhou said.

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< p > it is worth noting that the net proceeds raised by the nine herd kings were 2 billion 553 million yuan, of which 1 billion 320 million yuan was invested in the "marketing network construction project".

As a matter of fact, at the end of 2012, the fund still had 2 billion 83 million yuan on the account, while the nine Mu Wang's investment in marketing network construction was also very cautious, or even called "conservative".

As of June 30, 2013, only 11 stores and 12 rental shops had been put into use in the shops purchased by the company, with a total investment of 397 million.

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< p > strong > multi brand operation is difficult to land < /strong > < /p >

< p > the director of brand research center, Lin Yifan, told the newspaper that the market capacity of clothing enterprises' single brand is limited. In order to find new profit growth points, enterprises tend to develop more brands, thus forming a situation of multi brand operation.

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< p > 9 Mu Wang is no exception.

According to public information, jiushuwang bought the fashion trend brand "FUN" from Xiamen fan Pai Garments Co., Ltd. in September 20, 2009 for 18 million yuan. In August 6, 2010, it bought the Italy high-end trousers brand VIGANO's permanent trademark right in the Greater China region at a price of 449 thousand and 800 euros.

Calliprimo, known as the menswear brand in Italy in 2003, has been operating independently in the past two years.

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