How Should China'S Clothing Industry Go In 2019?

From marketing merchandise to marketing content, from single brand development to diversification strategy, from offline retail to full channel layout, China's apparel industry is in an "endless" situation. Behind consumers' "taste upgrading", how should the traditional dress industry's "taste upgrading war" start?

Recently, the big data research center of the joint business network selected 50 domestic shoe footwear listed companies in 2018, and from 2018 to explore new business trends and interpret the new trend of the industry.

These phenomena deserve our attention.

In 2018, 50 apparel listed companies achieved a profit of 243 billion 924 million yuan and a net profit of 23 billion 129 million yuan.

Judging from the list, there are 7 enterprises entering the 10 billion club, of which Anta has the top 24 billion 100 million revenue, and the only enterprise in the clothing business with a revenue of more than 20 billion yuan. The men's Hai Lan's home revenue is 19 billion 90 million yuan, ranking second in the list.

From the list of tens of billions of clubs, the list of casual wear is three, namely, Hai Lan's home, search for special and Semir costumes, sports brand Anta, Lining, women's wear brand only La Natsu Bell enters tens of billions of clubs, is located in seventh place, shoes are nine Hing Holdings, to achieve 10 billion 670 million yuan in revenue.

In 2018, 50 listed companies achieved 31 revenue and net profit growth, of which Anta's revenue grew fastest and increased 44.40%. The fastest growth in net profit was YOUNGOR, an increase of 1139.14% over the same period last year.

There are 11 enterprises with double decline in revenues and net profits. What is worth noting is that the 11 enterprises are mainly footwear enterprises. Daphne, AOKANG international, red dragonfly, Hasen and AOKANG are all on the list. In addition, the revenues and net profits of rhibair, noble bird, red bean stock, Pathfinder, Busen shares, and Sen Hao have decreased by two times.

It is worth mentioning that men's clothing companies in 2019 usher in a new partner, GXG parent company Mu Shang Group in Hongkong bell listing.

Sports: Anta is leading, Lining is hot, and precious birds are "hard to fly".

Sports fashion has become the industry consensus. Consulting firm Azoya Group data, China's sports apparel market value is estimated to exceed US $31 billion, the second largest market in the world.

Anta, Lining and noble birds represent the different trends of sports apparel industry.

2018 is still the high light year of Anta, achieving a profit of 24 billion 100 million yuan, an increase of 44.4% over the same period last year. The profit attributable to shareholders was 4 billion 103 million yuan, an increase of 32.9% over the same period last year, maintaining double-digit growth for 5 consecutive years and ensuring its "King status".

Looking at the growth path of Anta, it is inseparable from the development strategy of "single focus, multi brand and all channels". Its main brand Anta expands three or four line cities, while FILA faces front-line and second tier cities, while Desanto Descente is positioned more high-end, and is able to catch up with the market through multi brand development strategy.

On the other hand, it is through the acquisition to diversify and enter the international market. Anta's acquisition of amamin sports has attracted much attention from the industry. It has pushed Anta into a new stage of international expansion. XTEP has also entered the international market through acquisitions, successively starting with Mai Le, San Kang Ni and K-Swiss.

In 2019, Anta will build the incubation capacity of new brands, continue to implement the "value retail" strategy, grasp the consumption big data through smart retail applications, study the consumption trend and demand changes, and guide product design and retail terminal planning.

Different from the development of Anta, Lining focused on the development of the main brand, and the layout was also dominated by a second tier city.

Through the two logon fashion week, "China Lining" officially went to the international stage. With the rise of the "national tide", Lining made a beautiful turnover through fashion movement. In 2018, the revenue of the whole year reached 10 billion 511 million yuan, up 18.4% compared with 2017, and the net profit of attribution was 715 million yuan, and the net interest rate increased from 5.8% to 6.8%.

Gross margin increased by 21% to 5 billion 53 million yuan compared with 4 billion 176 million yuan in 2017.

In March this year, Lining put forward the concept of brand fashion line for the first time. According to Lining's news, in 2019, Lining organically combined professional sports and trend culture to further consolidate the brand power.

Unlike Anta and Lining, the noble bird has gone down the altar in recent years.

From the traditional sports shoes and clothing industry to the diversified development, the expensive birds that once led Anta and Lining are falling behind.

In 2018, the birds earned 2 billion 812 million yuan in revenue, down 13.52% from the same period last year, and net profit loss of 686 million yuan, down 536.01% compared to the same period last year.

The bird responded that the loss of performance in 2018 was mainly due to the combined influence of intensified market competition, adjustment of core brand business sales mode, large loss of equity investment, higher preparation for final purchase and inventory preparation.

As a matter of fact, the watershed of sportswear is emerging. On the one hand, the brand represented by Anta and Lining is heading for the international field. On the other hand, the brands such as "noble bird", "del Hui" and so on are struggling to find a pformation. To win the consumers, commodities, marketing, channels and layout, how to find out the location and layout is the next opportunity for "good people and birds".

"Leader" controls men's wear, women's wear and leisure market.

With the shopping center entering the "saturated era", niche brands and differentiated layout were popular at that time, but with the development of China's retail industry entered the "rational era", the best selling brand in the shopping mall is still the popular brand, and the market is still firmly controlled by the sea LAN home, Taiping bird and so on.

From the data of listed companies listed in "Lian Shang net", Hai Lan's home leads to men's annual revenue of 19 billion 89 million yuan, second of which is YOUNGOR's 9 billion 635 million yuan, and third of Shanshan's stock is 8 billion 850 million yuan.

La Natsu Bell led the women's clothing 10 billion 176 million yuan, followed by Vigna S 3 billion 90 million yuan, the South China cloth 2 billion 864 million yuan, the leisure clothing aspect searches is specially relies on 18 billion 500 million yuan to be situated first, the Semir, the Taiping bird, the American Bang follows closely.

Among the many clothing brands, Hai Lan's home and Taiping bird are the typical representatives of successful pformation, and from the strategic perspective, the diversified layout is the common choice between them.

There are 8 brands of Hai Lan's family: Hai Lan home, San keno, AI Ju rabbit, black whale, OVV, AEX, Hai Lan and the boys and girls. The goal of Taiping bird is clear, that is to focus on youth fashion. At present, it brings together PEACEBIRD women's wear, PEACEBIRD men's wear, LEDiN Lok dress, MiniPeace children's wear and MATERIAL GIRL women's wear, PETiT AVriL baby sweet dress, PEACEBIRDLIVIN 'Taiping bird nest home and other brands. In fact, multi brand development strategy has become the only choice for clothing enterprises.

In terms of channel layout, shopping centers are still regarded as the best choice. Besides, sinking three or four line cities and going abroad are the current consensus of the industry.

Hai Lan's home plan in 2019 focused on expanding the shopping centres, taking advantage of the quality store resources of core shopping malls and shopping centers, adjusting and optimizing the layout of Street store marketing networks, maintaining the coverage of stores in the 234 tier cities, consolidating and actively developing overseas markets in Southeast Asia, trying to open up the Japanese and Korean markets, so that the brand influence of the company can be spread from Southeast Asia to many Asian countries, and improving the layout of online multi brands and various formats, and testing the water to join hands with the online cross-border platform to help improve sales performance.

Taiping bird has long used Ali to "go to sea" to improve the influence of international shopping malls through a series of joint explosions. In addition to shopping centers, department stores and street shops, Taiping bird began to strengthen cooperation with ole. On the Internet, it is pushing forward new retail practices in cooperation with Alibaba, Tencent and other companies. From the application tool level and management mechanism level, we explore two ways to connect online and offline so as to realize seamless marketing of the whole network.

In addition, apparel enterprises pay more and more attention to the supply chain construction.

In 2018, Taiping began to promote the implementation of TOC management mode in clothing brand, strengthen inventory control, formulate consumer centered commodity strategy and quick response supply chain, integrate company information data to build commodity terminal + retail platform for large commodity visualization, and begin to use artificial intelligence technology to assist manual decision making.

Commodities, channels and supply chains have become the high-frequency words appearing in the 2019 plan of apparel listed companies.

Shoe companies are generally uneasy.

The "joint business network" chose 7 shoe companies. From the data point of view, Daphne, AOKANG, red dragonfly, 100 billion, and Hasen shares both suffered a double decline in revenue and net profit, while Saturday and nine Hing Holdings gained a slight growth.

Take Daphne as an example. In 2018, Daphne's performance hit a new low in history, achieving a profit of 3 billion 532 million yuan, down 20.8% from the same period last year, and net profit loss of 874 million yuan, down 35.44% compared to the same period last year.

Its core brand stores closed nearly 1000 in the past year.

On the one hand, Daphne is fighting hard to save itself. On the other hand, it is strengthening the business of electronic commerce, opening up a special product research and development channel for the electricity supplier.

In fact, consumers are also labeling themselves "brand", how to match their products, channels and consumers' attitude, which is an urgent problem for the apparel industry.