Analysis of the Status Quo of Men's Clothing Industry

In 2012, despite the economic downturn both at home and abroad, the old domestic menswear companies still achieved good market performance. Along with the continuous rise of consumerism after the 1980s and 1990s, fashion menswear became an emerging force and gradually became a climate in the menswear market. The current development of the men's wear industry is doomed to a steady increase in old men's clothing, and fashion men's clothing is becoming a climate.

The veteran menswear enterprises have steadily increased their growth in 2012. Under the circumstances that the economy at home and abroad has continued to slump, domestic menswear companies, especially established menswear companies, have achieved good market performance. From the perspective of listed men's apparel companies, although the annual performance report has not yet been announced, most of the company's operating income and total profit have achieved different degrees of growth in the first three quarters.

In the first three quarters, Youngor, a veteran menswear company, suffered a drop in its overall performance due to the investment sector. The operating income in the first three quarters decreased by 3.9% year-on-year to RMB7.717 billion, and operating profit decreased by 21% year-on-year to RMB 1.425 billion. The performance of its textile and apparel segment has increased by 30% year-on-year. In the first three quarters, Youngor’s own branded apparel business revenue increased by 13%, accounting for 74% of the total revenue of the textile and apparel segment (51% in 2011), and the number of stores in the third quarter increased by 111 to 2636 from the end of June. The expansion is faster.

Shanshan achieved a 36% year-on-year growth in operating revenue in the first three quarters of the year; total profit increased by 7.2% year-on-year. The operating revenue of each budgetary member unit completed 116% of the budget for the same period, and completed 83% of the annual budget; the total profit amounted to 92% of the budget for the same period, and 70% of the annual budget was completed.

Seven wolves achieved operating income of 2.513 billion yuan in the first three quarters of the year, a year-on-year increase of 19.71%, and a net profit attributable to the shareholders of listed companies was 402 million yuan, an increase of 39.30% year-on-year. The Septwolves Company expects that due to the increase in orders for orders in 2012, it is expected that net profit will still be expected to reach RMB 536 million to RMB 618 million in 2012, which is an increase of approximately 30% to 50% compared with RMB 412 million in 2011.

In the first three quarters of the year, Announcement reported revenue of 1.714 billion yuan, a year-on-year increase of 28.77%, and a net profit of 341 million yuan, a year-on-year increase of 36.78%. The main reasons for its growth are: the main brand Baoxin Bird has a steady growth in sales with the increase in the area of ​​stores and stores; Baomei Group's gross profit margin has improved and net profit has risen significantly; the implementation of the multi-brand strategy has achieved initial success, and the agency’s hazzys brand The number of outlets increased rapidly and sales increased rapidly.

In the first three quarters of the year, the herd of King Nine Animal Husbandry achieved revenue of 1.78 billion yuan, a year-on-year increase of 20.5%, and a net profit attributable to the parent company owner of 471 million yuan, a year-on-year increase of 30.4%. According to the analysis, the main reason for its growth was the growth of sales terminals of the company and the improvement of single-store performance.

In the first three quarters of the year, Busen achieved operating revenue of 49,069,150 yuan, an increase of 1.24% over the same period of last year, and a net profit of 33,115,200 yuan, an increase of 6.68% year-on-year.

In the first three quarters of 2012, Kanudi Road was able to realize an operating income of 395 million yuan, an increase of 38.27% year-on-year; a year-on-year increase of 64.13%; a net profit attributable to shareholders of listed companies was 93 million yuan, an increase of 61.78% year-on-year. It is expected that the annual net profit will increase by 40% to 60%. The company said that as of the end of the third quarter, the company reported a total of 407 stores, 229 direct operations, and 178 franchised stores, including 89 new stores in the first three quarters. It is expected that the number of stores by the end of the year will reach 440.

The fourth quarter was the peak season for apparel industry sales, and the average unit price was relatively high. From the operating conditions of the first three quarters, the annual growth of the menswear business was not a problem. However, due to the impact of the big environment, the overall growth rate may decline. At the same time, it will also face problems such as rising inventory.

Men's fashion has gradually become a climate In recent years, the traditional strong menswear companies accounted for most of the market share, the newly emerged menswear can only go with a sword, starting from the concept of fashion, in the men's clothing market to open up another world, Cabin, gxg, left bank, Noci, etc. are typical representatives.

Carbane Cabbeen is a casual men's wear brand founded in Hong Kong in 1989 by Mr. Carbin, China's top ten fashion designer, Yang Ziming. The brand concept of "reversing the pop", forward-looking personality fashion positioning and emphasis on the original design and persistence, so that today's Cabin has become synonymous with China's original trend of men's clothing. In the domestic market, Carbane has always been recognized by consumers as the urban fashion men's brand. Its products show unique taste and personality with tailored and exaggerated patterns.

In addition to Carbine’s “playing fashion”, another brand that focuses on fashion men’s clothing is also closely following it: gxg, whose products advocating freedom, innovation, and casual fashion styles. Fashion is reflected through tailoring, buttons, and zippers. Unobtrusive and unique style.

Although gxg began to operate officially in China in 2007, its total sales reached 1.278 billion yuan in 2011, and brand end-to-end sales (including the agency portion) exceeded 2.5 billion yuan. In this year's "Double 11" Taobao promotional activities, gxg's brand is a miracle that has reached a turnover of more than 100 million yuan - gxg turnover reached 90 million yuan, brand gxg1978 turnover of 12 million yuan.

When many people are still unfamiliar and novel about the men's brand gxg, it has emerged as a leader in China's high-growth fashion men's fashion industry in the men's clothing industry. In the opinion of gxg chairman Yang Herong, gxg can stand out from many domestic clothing brands in the shortest time. The key lies in finding the right positioning, innovating constantly, and seeking breakthroughs in domestic sales.

It is worth mentioning that there is also Nochi, a menswear brand that has been using "fast fashion" as a corporate slogan and has also gained a position in the men's wear market in the past two years. As early as 1997, Nuoqi started to explore and practice clothing retail, and gradually promoted the business model of retailer brand, chain management, information management, direct operation ideas, and member data marketing as the core business model. The service mode of adjustment and adjustment meets the needs of customers. In 2007, the company began to establish a spa business model integrating product planning, design, production and sales, and began to implement a full range of implementation and promotion of the national strategy chain. With the rapid response to the market and the careful management of the supply chain, the range of the Noch Chain has developed rapidly. Nowadays, Nuochi has established hundreds of direct-operated management stores in more than 20 provinces and cities across the country, and it is estimated that it will exceed 2000 in 2016. As one of China’s most influential apparel retailers, Noci was selected as the “Top 500 Competitive Textile Enterprises in China” by the China Textile Industry Association for two consecutive years in 2010 and 2011, and was awarded by the China Textile Industry Association. "China's garment industry competitiveness 10" title.

In the rapid rise of emerging fashion men's clothing, the old men's clothing company, China's leading enterprises in professional wear - Romon Group also launched its "fast fashion" operating mode, to the "fast fashion brand" transition. Sheng Mengsheng, chairman of Romon Group, said: “For Romon to transform itself, creating the first brand of China's popular fashion, the essence is 'Chinese-style fast fashion', which means from the front-end R&D system of the overall process to the production and logistics system. , As well as market development, marketing management and other systems, we must innovate and upgrade, introduce management software, optimize processes, strengthen management and control measures, standardize all processes, standardize the image, standardize the ratio of goods, standardize retail management methods, and support Romon to open new stores every day. ,New styles are delivered every week,new goods are added every month."

It should be said that the rise of fashion men's clothing is closely related to changes in the consumption structure. After 80 and 90, it is a sensual consumer group that pursues fashion and publicity. Their distinctive consumption characteristics are fashion first and they are willing to spend. Their pursuit of fashion far exceeds that of previous generations. As this group's spending power continues to rise, various fashion brands and even some of the world's leading brands have adjusted the brand's development path and have focused on this young group to cope with this sudden consumption change. There is reason to believe that fashion menswear will play an increasingly important role in the future menswear market.

Multi-brand is still the mainstream For the current domestic men's clothing companies, multi-brand is still a mainstream development model.

Shanshan is the earliest menswear company that has proposed multi-brand development in China. In September 2001, Shanshan proposed the "multi-brand, internationalization" strategy. In fact, since 2000, Shanshan has successively cooperated with international brands, using the other party's brand and design, using the low cost, excellent production advantages of Shanshan and excellent market development capabilities, introducing marcoazalli, sasch, renoma, munsingwear, lecoqsportif. International brands such as smalto, luniam, etc., their “multi-brand, international” strategy has entered the fast lane of implementation. At present, Shanshan has more than 20 various types of clothing brands. In 2006, the “Ningbo Shanshan Fashion Industrial Park” was completed, international brands such as marcoazalli and lecoqsportif controlled by Shanshan Co., Ltd., and Shanshan Group’s own brand “Shanshan Suits” and “s2-citylife” were simultaneously settled. Face the huge Chinese market together.

At present, Shanshan "multi-brand, internationalization" has entered a higher level implementation stage, with the help of "multi-brand, internationalization" cooperation platform, Shanshan will take root in the earth, allocate industrial resources on a global scale, integrate brands, The power of industry, capital, and people is dedicated to becoming the "first choice partner for international brands in the Chinese market," and has become a "global brand integrated operator." It is worth mentioning that when Shanshan and Itochu, which has more than 150 brand operations rights in the world, achieved a strategic joint venture, they formed deeper cooperation and cooperation with Italian, French, Japanese, Korean and other international fashion industry groups. At that time, when working with Mitsui to develop and operate the Outlets project, the dream of Shanshan's “Global Brand Integrated Operator” had a strong realistic basis.

Younger, a menswear giant, started the "multi-brand" strategy in 2008. At the China International Clothing & Accessories Fair 2011, Youngor's brands mayor, youngor, gy, hsm, ceo, and hanp (Han Ma Shi Jia) also made their debut. Youngor set up studios to plan, design and operate each brand. It is understood that by the end of 2011, hartschaffnermarx has owned 86 stores and gy has 112 stores, all of which are mainly direct-operated, and mayor and hamp (Han Ma Family) have 25 stores and 10 stores respectively. Earlier this year, Youngor invested 450 million yuan to open the largest flagship store in the Wulin business district in Hangzhou with a floor area of ​​more than 10,000 square meters. Its brands youngor, mayor, gy, hartschaffnermarx (Hart Marx), and Hanp are all located.

Judging from the current operation situation, Youngor’s multi-brand strategy performed well. In the first three quarters, Youngor’s own branded apparel business revenue increased by 13%, and the proportion of textile and apparel segment revenue increased to 74% year-on-year (51% in 2011); Sub-brands are developing rapidly, with gy, hartschaffnermarx and Han Ma family growing by 45%, 40% and 36% respectively.

In addition, a group of leading menswear companies have adopted a "multi-brand" development strategy. At the beginning of this year, Baoxi Bird obtained permission to use the hazzys brand of South Korea's lg Apparel Group in China, and its “multi-brand” strategy was further enriched. The currently operating brands of the Xinbao Group include Baoxi Bird, San Jiro, and professional clothing group buying brands. Bao bird, advanced custom brand Calbono, big rooster, Italy's top casual brand maurizio baldassari, Italian high-end business casual brand tombolini and hazzys, etc.; Red Bean Group currently operates Red Bean Men's, Red Bean Home, Idfi, Zuo-, Xuan Dili five brands; Lilang launched in 2010 the fashion brand l2......

Multi-brand strategy is a development strategy of an enterprise, and it is a brand operation mode of diversification of enterprise products. Its main connotation is that enterprises use different brands according to different target markets and use multiple brands to meet the different needs of different market segments. Different brands can be positioned in different market segments so that they can have a larger market share. The multi-brand strategy can better position and distinguish different market segments, emphasize the characteristics of various brand products, attract different consumer groups, and thus have more market segments. Compared with the single brand strategy,

The multi-brand strategy has its own advantages, but there are also risks. The extension of the brand is by no means an effort.