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The Clothing Industry Is Still In The Cold Winter: Men'S Clothing Has Been Reduced By More Than 20%, And Cultural Brand Has Become A New Trend.

2013/12/25 11:20:00 68

Clothing Industry Men'S Wear Culture Card Casual Wear Industry Report

2013, < a href= "//www.sjfzxm.com" > clothing > /a > industry is still undergoing a long adjustment period. In the first three quarters, the overall net profit of 30 domestic garment and textile companies fell by 12.89%.

In the industry, except Lining, XTEP and so on this year, the men's clothing with better performance last year can't withstand the "cold winter" of the industry.

however, the trend of "change" has been more and more obvious in the cold winter of the industry. A series of new initiatives such as culture card, experience card, technology card and electric shock are quietly leading the new direction of the industry. For this reason, Huang Hsin Ming, executive vice president of Guangzhou garment industry association, told reporters that "it is impossible to retain customers in good quality, good service and a shop in the future. Enterprises must change."

men's wear is the worst. Net profit in the first three quarters dropped by more than 20% compared to the same period

2013, the domestic apparel industry's high growth performance was "halt", this situation can be seen from the first three quarters of 2013, the performance of apparel home textile listed companies.

Data show that in the first three quarters of the year, 30 domestic garment and textile companies realized a total operating income of 60 billion 672 million yuan, up only 1.38% from the same period last year, with a net profit of 4 billion 529 million yuan, down 12.89% from the same period last year.

it is noteworthy that in 2012, the performance of a href= "//www.sjfzxm.com/news/index_f.asp" > men's wear > /a > was the worst performance in the industry this year.

The results show that although the business revenue of the plate has dropped by only 2.43%, the net profit has dropped by 22.49% compared with the same period of last year, which is obviously inferior to the performance of other clothing categories. In this classification, it includes the seven wolves familiar to consumers, the nine herdmen, the wedding bird, Hinur, Canodi Road, Georges white and Busen shares.

relatively speaking, < a href= "//www.sjfzxm.com/news/index_p.asp" > Guangdong < /a > men's clothing is relatively less affected. Wu Zhenghong, Secretary General of Guangzhou garment industry association, told the new express reporter: "because Guangdong men's wear products are on the high side, they are not quantity, so the stock size of men's clothing is smaller than that of Fujian.

However, the overall impact of men's wear is a fact. Women and children will buy clothes more or less, but men will not feel it for two or three years without buying.

besides, the brand casual wear including Semir costumes and American Apparel continues to decline in last year's performance. In the first three quarters, the operating income of the category was 12 billion 310 million yuan, down 7.14% from the same period last year, and net profit was 1 billion 171 million yuan, down 18.93% from the same period last year.

in addition to the domestic listed companies, including Lining, 31st degree sports clothing brand is also facing the same situation. Taking Lining as an example, after last year's huge loss of 1 billion 979 million yuan, Lining's latest half year performance shows that net profit is still in a deficit state, with a loss of 184 million yuan.

relatively speaking, women's clothing is better, with reference to the first three quarters of domestic listed companies, the business income of the sector has increased by 21.02%, and net profit has dropped by only 4.38%.

"cultural brand" attracts the new trend of fashion industry

"in fact, the overall decline of the clothing industry has emerged since 2012. This year, we can see that many enterprises are adjusting and changing, not just providing clothes, but creating more" culture "and shaping a brand.

An insider summed up.

Taking P as an example, it will build a "flower house" on flagship store in Beijing Road, Guangzhou, and create a strong sense of experience for consumers in the theme of "Nanyang style" garden.

Zhou Chengjian, chairman of the American Apparel, said that 100 new experience shops should be launched in the coming year, and the new concept upgrading of the whole country will be completed within three years. "The traditional business mode has not been replaced, but it will provide consumers with more comprehensive interest, scene shopping and online shopping experience."

And this is a new model combining local culture and clothing brand.

"P" is unique. Hkei International (Hongkong) group, which owns many brands such as Europe, FivePlus and so on, is also moving closer to "culture".

It introduced the first 10CorsoComo concept store in China this year, which combines business with art and fashion. In addition to its fashion design and display, restaurants, coffee shops, bars, bookstores, art galleries, etc., Xu Yu, chairman and chief executive officer of Hechi International Group, said that the introduction of this concept store is because today's consumers not only focus on the brand of goods, but also want to know the design and fashion behind them.

in fact, as far as Guangdong is concerned, with the recent export constraints, some brands that focus on < a href= "http://sjfzxm.com/DESIGN/designer/index.asp > > design culture < /a > have also begun to rise suddenly." take the Hurun clothing rich list as an example. Before 2012, there were basically no Guangzhou enterprises in the top 50. But this year, Heji international ranked the top. In the "double 11", including the sales of brands such as Intel, camel and so on, they are all Guangzhou enterprises, and they all pay more attention to the design culture.

Wu Zhenghong told reporters that "the production and sales of clothing in the Pearl River Delta are the first in the country, but most of them used to do foreign trade processing and do not pay attention to the design. Now this situation has improved significantly, and only the design oriented enterprises can go up against the trend, including Guangzhou, local enterprises such as Yin man, T100 and Lu CDI lung."

outlook 2014 .

casual wear is expected to reach a bottom recovery, /p >

clothing industry is likely to hit bottom after next year's cold winter.

Northeast Securities believes that the end of the fourth quarter of the year, the major clothing brands in 2014 spring and summer orders will also end, the bottom of the industry is confirmed that the leisure apparel in the United States and apparel Semir clothing orders will be relatively good signs, "after the United States State clothing has been treated in recent years, inventory at all levels of the inventory has been digested, 2014 spring and summer orders only recorded a decline in the number of single digit, the downward trend has stopped, basically bottomed out; and Semir apparel through two years of adjustment, Semir's brand in 2014, spring and summer orders to achieve an increase of 10% over the same period, the company 2014 net profit growth is expected to further recover."

relatively speaking, the men's wear industry has a lagging effect on the order due to the higher proportion of the franchise. Northeast Securities believes that the 2014 spring and summer orders of the wedding birds, nine herd kings and seven wolves will decline slightly. The net profit growth in the last few quarters is expected to show a downward trend, but the trend will slow down.

in addition, Shenyin Wanguo and Dongguan securities hold the same view. Shenyang Wanguo said that in the first half of 2014, they were optimistic about the two sub sectors of casual wear and home textiles. "Clearing stock is coming to an end. It is expected that the turning point will appear in the first half of next year."

Dongguan securities also believes that in the first half of next year, casual wear and home textiles are expected to take the lead in finishing inventory and usher in the turning point.

"P > Zhou Chengjian told reporters earlier that" the industry has bottomed out now, so we can see who can rebound faster. "

Lining executive vice president Jin Zhenjun also told the media recently that the first phase of the channel Renaissance plan has been completed and the stock is close to the normal level.

comment .

Wu Zhenghong, Secretary General of Guangzhou Garment Industry Association:

Guangdong clothing brand will have two divisions in the future. Part of the pformation will be brand. From the direction of design, we can not succeed in copying the money. If we do the design with cultural details, the enterprise must go through the burn up stage, and then we can get through it. Another part of the pformation is a supplier. We can choose to supply Taobao's big seller.

In the future, it is impossible to rely on a large number of advertising and large-scale expansion.

Huang Xueming, executive vice president of Guangzhou Apparel Industry Association:

this year, the pformation of the garment industry to a very serious time, the future enterprises, not to do a good job in quality, good service, a good shop can do business well.

Enterprises should attach importance to new changes, such as e-commerce. The future trend of the clothing industry is culture oriented. If we do not attach importance to culture, we will not grasp the core competitiveness. Enterprises who do not attach importance to brands and do not attach importance to culture will have no way to develop.

Zhou Chengjian, chairman of the American Apparel Co., Ltd.:

The Internet subversion is not the traditional retail industry, but the traditional business mode of asymmetric information. P

The traditional business model has not been replaced, but it will provide consumers with more comprehensive interest, scene shopping experience and online shopping experience.

The apparel industry applies the Internet's thinking mode and business strategy to find the consumption experience that the Internet is unable to provide.