The Five Key Words Outline The Development Of Industry And Enterprises In 2017.

According to the world clothing shoes and hats net,

In the industry, there have been too many things in this year. In 2017, new year's day has just passed, and there are companies listed, but there is a big Mac type of enterprise on the way out of the market. Some of the industry seems to be still in the dark, the performance continues to "sink", but there are many subdivided industry dawning, or rapid development; some enterprises continue to run on the road of pboundary pition, and some enterprises build multi brand diversification kingdoms on the basis of clothing main industry.

Through these complicated and complicated things, we try to use some key words to outline the development of the industry and the enterprise in 2017, so as to look forward to the future.

Key words: diversification. Develop multi brand, multi category, multi business, cultivate growth points of performance.

After we released the three quarterly bulletin of clothing enterprises, we made a scan summary of the annual performance forecast of a garment enterprise. In the range of more than 60 A apparel listed companies, 38 companies published annual performance notices in the three quarterly reports, including 29 notices of earnings growth, a sharp rise and a turnaround of losses, with a sharp decline in performance, 7 in advance and a loss in advance, and 2 with no performance change.

Overall, the annual report of the company has been over 7, which has continued the recovery, warmer and rising trend in the pformation and upgrading stage of the garment industry since the beginning of the year.

There are several factors that cause the growth of garment enterprises. First, the market segments are in the growth stage, and the new businesses are growing rapidly. The two is cross boundary pformation, and the continuous growth of diversified sectors; and the three is to improve the efficiency and expand the main business.

Multi product line; four is mergers and acquisitions investment thickening performance, capital operation "remarkable results".

These factors actually hide a main line, that is, diversification.

The diversified businesses of many garment enterprises are in the stage of rapid growth, so as to enhance the performance of garment enterprises.

For example, children's clothing.

The clothing industry is growing more obviously this year. A large number of garment enterprises are involved in the children's clothing industry in the capital market, and the general performance is showing growth momentum.

Semir clothing 2017 semi annual report shows that its children's clothing business in the first half of the year's revenue has exceeded the casual wear business. From the point of view of revenue, Semir clothing has become a clothing business dominated by children's clothing business.

The Semir barrack children's clothing is the market share of the first brand of children's clothing. From the development trend of children's wear leading enterprises, the children's wear market is in a period of rapid growth.

There are also some garment enterprises whose business pformation is more obvious.

For example, in search of the pformation of supply chain management, the company's three quarterly report shows that the company achieved a revenue of 6 billion 17 million yuan in the first three quarters of this year, an increase of 245.85% over the same period last year, and the net profit attributable to shareholders of listed companies was 180 million yuan, up 140.85% over the same period of 2017.

Search for 2017 semi annual report shows that the company's supply chain management business revenue has accounted for more than 7 of the company's total revenue, net profit accounted for close to 6 of the company's net profit, is already a supply chain management business, corresponding to the "frontline front-line" casual clothing business accounted for a smaller step, revenue fell 7.17% over the same period last year.

Another factor is the "consolidated" factor after the merger.

For example, Meng Jie shares and Luo Lai life in the home textile industry.

Meng Jie shares estimated that the net profit attributable to shareholders of Listed Companies in 2017 was 107 million yuan to 136 million yuan, an increase of 10% to 40% compared with the same period last year.

The company believes that there are two reasons for the growth of performance: one is the holding of Fujian Dafang sleep Polytron Technologies Inc; the other is the promotion of brand and product market; the development of sub brands and emerging channels bring about performance growth; two.

Luo Lai life predicts that the net profit attributable to shareholders of Listed Companies in 2017 will be 365 million yuan to 428 million yuan, an increase of 15% to 35% compared with the same period last year. The growth of business growth will be due to continuous optimization of business structure and channels, further promotion of industrial mergers and acquisitions, and business growth.

Key words two: physical stores. Increase store output, adjust channel structure, and occupy high-quality channels.

In addition to diversifying the performance of garment enterprises, another important driving force for garment enterprises to improve their performance is the adjustment and optimization of their main brands and main businesses. One of the important actions is to adjust and optimize the physical channels.

This is particularly evident in women's clothing enterprises.

In a number of women's clothing enterprises listed on the A share, in addition to the overall performance growth, the main brand itself has also achieved a certain degree of growth. Their common action is to increase the output of the main brand single store.

Therefore, some enterprises even "cut down" the number of shops, turn off inefficient shops, and build more large stores and main stores to enhance the image of the store, thereby further enhancing the brand value of the main brand.

For example, Vigna S, in the 2017 semi annual report, said that the main brand VGRASS direct store store efficiency increased from 2714 yuan / month / month in the first half of 16 to 2863 yuan / month / month in 2017, an increase of 5.5% over the same period last year.

The report also showed that VGRASS closed 19 Direct stores and 3 franchises in the first half of the year, while wicknall's revenue increased by 2.33% compared with the same period last year. The total revenue of the main brand increased by 0.88% over the same period last year.

While the growth of revenue, the number of stores decreased, prompting Vigna S's single store business indicators to rise.

Another mid high end women's clothing enterprise, 2017, also showed that the total number of main brand shops was 323, and the sales volume of the national stores increased by 25.06% compared with the same period last year. The sales revenue of the same store in the same store increased by 26.01% over the previous year.

But at the same time, the company closed 15 songs outlets and 3 distribution outlets in the first half of this year.

On the other hand, the main brand revenue increased by 13.98% compared to the same period last year.

With the increase of revenue and the reduction of the number of stores, the average single store sales of the company increased considerably.

Another women's clothing company has similar movements and performance.

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In addition to increasing the output of main brand single store, the other action of clothing enterprises in the physical store is to adjust the channel structure under the line, increase the proportion of direct business, and set up shop in the shopping center.

This is particularly evident in the thousands of public leisure wear of shops.

For example, Pacific bird, the company's semi annual report shows that as of June 30, 2017, there were 1255 stores in the shopping center, an increase of 265 over the same period last year. Retail sales in shopping centres in the first half of 2017 accounted for 27.88%, and retail sales increased by 17.32% over the same period last year, representing a year-on-year increase.

La Natsu Bell opened more stores.

La Natsu Bell's 2017 China Daily showed that monopoly income increased from 1 billion 455 million yuan in the first half of 2016 to 1 billion 763 million yuan in the first half of 2017, an increase of 21.2%.

The growth of monopoly income was mainly due to the increase of retail outlets. In the first half of 2017, the contribution of the company's monopoly revenue accounted for 41.2%, up 4.9 percentage points from the same period last year.

As for the reasons for opening more stores, La Natsu Bell said the monopoly mainly refers to the independent shops on the street and the independent stores opened in shopping malls.

With the gradual rise of shopping center format, shopping center stores will become the main store type of mass leisure clothing enterprises.

The proportion of exclusive stores increased year by year, in order to better adapt to the rising trend of shopping centers.

Keywords three: all channels. Online channels begin to be on an equal footing with the physical channel, intent on getting through online and offline.

The electricity supplier business is a topic that has not been able to develop in recent years.

In 2017, as an emerging and rapidly developing business type, the electricity supplier is also an important force to promote the recovery of garment enterprises.

At the same time, many enterprises begin to regard online channel as an important strategic part of business development mode, not just another way to sell goods.

An important embodiment of this aspect is that many garment enterprises have put forward the slogan of "full channel" and the mode of combining the line with the line.

Or take women's clothing enterprises as an example, compared with casual wear, men's wear and sportswear, women's clothing enterprises, especially high-end high-end women's clothing brand enterprises, are more inclined to become "non-standard products" on line retail because of their individuation, stronger experience, higher price and more SKU. This leads to the relatively slow development of the development of women's clothing business and the volume of their products. For example, Lining of sports apparel industry was raising the "full channel" mode last year, and Anta also put forward the strategy of "single focus, multi brand and all channels". But many women's clothing enterprises also put forward the idea of "full channel" this year to strengthen investment in online channels.

In the half year of this year, an Zheng fashion reported that the company has increased investment in network sales, established a micro mall, realized the online and offline listing and sales of the same section, and launched the "Anna Kou" Internet e-commerce women's clothing brand, using the mode of Internet e-commerce sales.

In the first half of this year, the company has completed the whole channel construction of nine posture brand and Yin Mo brand and achieved full channel marketing.

Expanding the online virtual business circle besides physical business circle, the integration of all channels enables the original channel resources to take on new functions without increasing investment. For example, the company's goods distribution service is added to the value-added service of the entity store; through the integration of online and offline member management systems, VIP members have exclusive membership ID, which is universal in all channels.

Jiangnan Buyi said that it has established a full channel interactive platform consisting mainly of three parts: retail stores, online platforms and WeChat interactive marketing service platform, aiming to create a "fan economy" system.

The company said that under the "fans economy" strategy, the retail stores in the first half of fiscal year 2017 increased by 11.3% compared with the same store. One of the important reasons is the increase in membership consumption brought by WeChat interactive marketing service platform.

In the first half of fiscal year 2017, the retail sales contributed by the members accounted for 63.6% of the total retail sales of the company.

In the 2017 semi annual report, the daily fashion trend said that while promoting multi brand development strategy, the company gradually developed into a consumer centric sales network, set up offline experience stores, and integrated online and offline resources.

Corresponding to the company's whole network marketing strategy, the official mall of the company was formally launched in July 2017.

The company said that the online channel was originally positioned to digest the old stock, but with the rapid growth of the electricity supplier business, the proportion of the company's business increased, the company revisited the status of online business, and will become a very heavy channel for the company's products in the future.

Fourth key words: buy, buy, buy, buy brands, buy products, buy channels.

In 2017, garment enterprises still did not stop the pace of mergers and acquisitions.

This year's merger and acquisition, we have a sense that the way of mergers and acquisitions is more diversified, the assets of mergers and acquisitions are varied, there are mergers and acquisitions brands, there are mergers and acquisitions channels, there are mergers and acquisitions category, of course, cross-border mergers and acquisitions of Internet assets.

It can be said that the merger and acquisition of garment enterprises also presents a tendency of "diversification".

We take several M & A cases in June as an example.

In June 2nd, the shoe company announced that the joint venture was established by the Xuzhou Affiliated Companies and the United States in May 19th.

The joint venture company owns 50% and 50% respectively from Xuzhou 100 million and meiden Asia.

The joint venture company will mainly engage in sales promotion, marketing, sales and distribution, bearing STEVEMADDEN logo products.

It is reported that STEVEMADDEN is a fashion shoe brand born in the United States. Its products include men, women and children's shoes, as well as handbags, wallets, handbags, shoulder bags, shopping bags, backpacks and pouches.

By introducing new brands, the company will expand its portfolio of women's shoes and aim at the high-end shoe market.

This is a case that clothing companies buy brands to buy categories.

MIG International Holdings also announced in June 2nd that the indirect wholly-owned Quanzhou Tuo Yu Trading Co., Ltd. and Chengdu Jia Shang Garments Co., Ltd. and the company entered into a takeover agreement, and Quanzhou Tuo Yu Trade purchased the distribution channel of Chengdu Jia Shang Garments Co., Ltd. for 49 million yuan.

The latter sells the children's clothing of the "red boy" brand and other assets related to the business, and the sales channel will be operated by the group after the completion of the purchase.

This is a case for garment enterprises to acquire channel resources.

Another woman shoe enterprise launched a fashion announcement in June 26th. The company intends to make a price of about 878 million yuan by acquiring shares and paying cash, and acquire a 100% stake in science and technology. At the same time, it will raise no more than 387 million yuan matching funds.

According to the announcement, the main business of the technology is mobile internet marketing, which includes the distribution and promotion of mobile applications and the programmed delivery of mobile Internet advertising.

This is a case of apparel companies acquiring Internet assets.

In addition, when we take inventory of overseas mergers and acquisitions cases of garment enterprises this year, we find that many garment enterprises do not take the way of overall acquisition when they buy foreign brands overseas, but rather focus on acquiring the brand assets of the brand in East Asia, Greater China or even the mainland of China.

For example, the purchase of the brand name of the US Tennis brand PRINCE in China and South Korea. The seven wolves bought the whole business of the KARLLAGERFELD brand in Greater China (including the mainland, Hongkong, Taiwan, Macao and Singapore), that is, KARLLAGERFELD's trademark right to use in the region, and the acquisition of VIVIENNETAM was in mainland China.

Moreover, these overseas brands purchased by garment enterprises often contain many product lines.

The logic behind this can be seen as a direct acquisition of brand categories and an indirect "acquisition" channel, because foreign brands can have relatively greater initiative and bargaining power when they enter a high-end high-quality channel in a second tier city.

To some extent, this phenomenon reflects the "diversified" M & A practices of clothing enterprises in buying brands, buying channels and buying categories.

Keywords five: IPO. Opening new stores, supply chain, and all channels are the direction of financing for new service enterprises.

Fifth key words, we turn our attention to the financing market.

According to Ernst & Young's statistics, the number of new shares listed on the A share market for the first time in 2017 exceeded 400, exceeding the 347 historical high points in 2010.

Thanks to the environment of capital market, the number of new A shares in clothing enterprises reached 8 in 2017.

Among these 8 new shares, Taiping bird, La Natsu Bell, an Zheng fashion and Japanese fashion are women's clothing enterprises. More specifically, Taiping bird and La Natsu Bell can be classified as public fashion casual women's clothing enterprises.

The remaining 4 enterprises, the company's initial shares are children's clothing, and the remaining two new stocks are the outdoor products and the home textile industry.

It can be said that 2017 can be called the year when women's clothing enterprises are listed, and it also has the characteristics of diversification of new shares.

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The important function of the capital market is financing, which has summed up the fund-raising plan for new clothes enterprises.

First of all, a common financing plan is to open new stores, especially to open direct stores.

La Natsu Bell plans to open about 3000 retail outlets in the next three years, including 2094 new direct outlets, 906 new direct outlets, and 238 Taiping birds planned to open direct outlets. The security plan is optimized to upgrade 117 stores and open 179 new outlets, mainly located in a second tier city.

Another common fund-raising plan is the construction of information system.

A main purpose of this project is to improve the level of supply chain management.

In addition to these two fund-raising plans, there is a common fund-raising plan is O2O online and offline channel construction projects.

The investment plan of Mu Gao Di invested 23 million 810 thousand yuan to invest in the O2O management system and information construction project of the company. The initial shares are planned to invest 139 million yuan in the whole channel O2O platform construction project. The mercury home textile is planning to raise 114 million yuan to invest in online and offline channel integration and direct channel construction projects.

As the key words mentioned above, as the strategic position of online channels is becoming more and more important, "full channel" construction has become a new theme of the apparel enterprise financing plan.

Through the capital market to speed up the scale expansion of garment enterprises, open more new stores, large stores, Direct stores, and speed up the construction of information technology, foster rapid response supply chain management capabilities, and create online and offline integrated channel development mode, these fund-raising plans are not only the common choice of clothing new shares this year, but also the main fund-raising direction of the listed garment enterprises.

For example, the hershitz group, the latest disclosure of prospectus, has also opened up new stores and enhanced supply chain management capabilities.

Heji group plans to raise 3 billion 225 million yuan, of which 1 billion 839 million yuan for marketing network construction projects, plans to build 6 experience centers and 350 standard stores, 536 million yuan for supply chain and logistics center construction projects, the rest for the information system construction and supplementary liquidity.

Diversification, entity stores, all channels, buying and selling, and IPO are the five key words we used to outline the development of garment enterprises in 2017.

In fact, the development of an industry is very complicated. Its development is influenced by many factors, such as internal, macro and micro factors. Each enterprise has different stages of development.

Through these key words, we can generally believe that the pace of multi brand and multi category diversification will not stop, and the physical channel will shine new charm and vitality. The full channel mode with the emphasis on member management and flow enhancement will become the mainstream channel management mode of garment enterprises. The mergers and acquisitions, investment and financing of capital market will accelerate the development of garment enterprises in the development path of scale expansion and industrial integration.

These trends are not accommodated and reflected in the time span of a year. 2017 is moving away. We look forward to a seamless new year and a further future.

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