Seven Wolves And Other Men'S Brand Collectively Fell Into The Cold Winter Sales?

Collective fall?

According to statistics, in the first three quarters of this year, the performance of nearly 60% clothing listed companies declined.

In the third quarter of 2014, the reporter found that the men's clothing brands were almost in the decline.

In the first three quarters of the year, its operating income was 1 billion 731 million yuan, down 25.06% from the same period last year. Net profit attributable to parent company was 228 million yuan, down 38.74% compared with the same period last year. The company expects its annual performance in 2014 to drop to 20%~40%.

The first three quarters of the year were 1 billion 495 million yuan, down 15.07% from the same period last year, and the net profit attributable to shareholders of listed companies was 306 million yuan, down 27.99% from the same period last year.

In the first three quarters of the year, the company's revenue was 2 billion 641 million yuan, down 18.76% compared with the same period last year. Net profit attributable to shareholders of listed companies was 146 million yuan, down 166.67% from the same period last year.

The three quarterly report of 2014 announced by the wedding birds showed that the company's operating income in the first three quarters of the company was 1 billion 596 million yuan, an increase of 2.82% over the same period last year, and the net profit attributable to shareholders of listed companies was 127 million yuan, down 18.89% from the same period last year.

Kaiser shares in the first three quarters of 2014 achieved operating income of 355 million yuan, down 1.93% from the same period last year, and realized net profit of 7 million 373 thousand yuan, down 67.85% from the same period last year. In the three quarterly report, Kaiser shares also predicted net profit of 5 million 80 thousand yuan to 12 million 700 thousand yuan in 2014, down 50% to 80% over the same period.

The reasons for the decline in corporate profits are basically the same, "macroeconomic impact", "weak terminal demand", "channel reform" and so on.

Kaiser shares believe that the main reason is the fierce competition in the market, the terminal demand of the textile and garment industry is still weak, the terminal sales pressure is large, the profit margins are reduced, and the company's operating profit has declined.

The seven wolves believe that the main reason is that the decline in orders from customers in 2014 will result in a sharp decline in revenues.

Hinur said that the main reason for the decline in performance was due to the macroeconomic impact, terminal consumption continued to slump, and the company to help the franchisee ease the pressure on inventory, reorganizing channel products, resulting in a decrease in sales of franchised stores.

Busen shares attributed the decline in performance to the fact that the overall market situation of the company is still grim, the clothing terminal market is weak, the customer orders are reduced, and the sales scale is declining.

"The cost of new and old businesses has increased, but the new growth point has not been fully released" dragged down the company's performance.

In clothing

Consultant Liang Runyi seems that the reason why men's clothing brand profits decline is more important because these enterprises do not really care about the whole internal management system, and the internal friction is very serious, especially in the layout of internal communication and organizational system.

In addition, the focus of enterprises is not practical enough, the market layout is not refined enough, and so on, is also one of the reasons.

Channel reform and survival

With the terminal demand of garment industry sluggish, inventory pressure too large, resulting in the decline in profit margins, men's clothing companies have begun many ways to survive, first of all, to close stores.

Seven wolves are strengthening the integration of offline channels, including the continuous closure of inefficient stores. In the first half of 2014, the total number of stores closed 347, with a total number of 500~600 stores closed in 2014.

The proportion of franchised stores is large.

Other men's brands are also closing the store by closing their stores.

As of June 30, 2014, the total number of stores was 478, compared with 53 in December 31, 2013.

Nine Mu Wang closed 73, the card slave road closes 53, Hinur closes 46.

For the shop, Wang Liangxing, chairman of the man's clothing, does not deny that his brand has such a status quo.

"Li Lang has also closed many stores, but our strategy is very clear. Now it is the retail era. More professional retail managers are needed. Dealers who are not professional are rich enough to open a shop, but now they must be pformed or eliminated."

Wang Liangxing said that the store is for pformation and upgrading, dealers also need pformation and upgrading.

On the other hand, these brands are also exploring the electricity supplier channel and O2O mode.

Seven wolves said that the current line is still dominated by clearing stocks, and explore online and offline linkage.

In October of this year, seven wolves announced that the "Wolf Totem" brand was the ultimate shirt in the Suning dual channel to open the pre-sale.

The person in charge said that the product will create the ultimate single product through pre purchase, online customization mode, and subvert the marketing mode of the traditional clothing industry.

Nine Mu Wang also launched the "E mall" platform in September this year.

At the same time, the company has set up an online and offline integrated working group to promote O2O related businesses, and will focus on three aspects of inventory integration, order integration and "E mall" in the future.

Under the line of happy birds, shops continue to slow down, and actively develop e-commerce business, is actively working with Tmall, Jingdong and other cooperation.

Chen Shixin, a clothing expert, said that one of the characteristics of men's clothing sales channels is that the operators and owners of brand shops are mostly franchisees and agents all over the world. Many of the franchisees are "husband and wife shops", but the strength is weak, but the number is huge.

In today's environment, we need direct outlets, large agents and some powerful franchisees in headquarters to pform to professional retailers. Then we need a professional retail management team and a certain scale to adjust.

From the brand headquarters, it may be necessary to integrate and optimize some franchisees with weak operations.

Close down the loss stores, further streamline the quantity, and at the same time force e-commerce, with this new channel to meet the needs of a wider range of consumers at a lower price.

In the men's clothing industry, while the family of Hai Lan has grown up against the trend, its performance has been outstanding.

According to the results of the financial report, 1~9 of the Hai Lan home company achieved 8 billion 145 million yuan in business income, an increase of 70.5% over the same period last year, and a net profit of 1 billion 613 million yuan to the parent company, an increase of 83.57% over the same period last year.

It is reported that Hai Lanjia company this year for the layout of shops, on the one hand, the location of bad shops to close shop, on the other hand, the new shop focus on area promotion, not to pursue the number of shop opening; at the same time, the electricity supplier mode takes the online and offline prices.

The sales revenue of the company's electric business is growing rapidly, and is expected to grow by 300%~400% this year.

According to the analysis of the industry, the O2O mode of Hai Lan's home operation has inherent advantages: the company adopts the direct management mode, and the franchisee is only a financial investor, so the O2O operation will not be faced with the problem of profit distribution among franchisees.

In the clothing expert, Shanghai Liang Qi Brand Management Limited company chief consultant Cheng Weixiong looks like, Busen, seven wolves, nine Mu Wang and so on men's clothing brand profit margin glides, is their original pattern decision.

"What they do is general distribution and general agent, which means they only offer supplies to agents, and the control of channels is in the hands of general agents and distributors."

At the same time, there are still problems in the positioning of men's clothing brands in China. "High and low can't go to the high-end market, which is inferior to those luxury brands. Instead of going to the low end, they are faster than fashion, popular brands. Positioning ambiguity not only causes the loss of consumers, but also allows the homogenization of products to compete."

"Men's wear brands encounter systemic problems, so they need to change from the source. For example, in product design, they should really innovate instead of copying." and the location should be clear, whether to be a brand dealer or a retailer. If you want to be a brand name, you must really do the best of the brand and product, if you are a retailer, you have to manage the terminal well and manage the channel well.

Cheng Weixiong said.

In the view of clothing expert Xu Bin, the future enterprises will be Internet based, all companies will use the Internet means to carry out sales, marketing promotion, channel management and so on, specifically to the men's clothing industry, that is, online and offline joint interaction, that is, O2O, but the difficulty will be very large, and need to take a longer road.

Because the vast majority of men's wear brands are deeply ploughed under the line, a complete warehouse cargo system, supply system, shop opening system and distribution and incentive system have been formed under the Internet. To a large extent, it is necessary to break the original system and rebuild it.