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The Garment Industry Is Facing Hard Times, "Horse Race Enclosure" Is No Longer Coming Back.

2013/3/20 10:01:00 13

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Semir Costumes Lining Clothing Clothing Sales Channels

> a href= "http://www.91se91.com/news/index_p.asp" > clothing > /a > industry is facing a hard time. Data from the China National Business Information Center show that last year the retail sales of all kinds of clothing increased by only 2%, the lowest in 10 years. During the Spring Festival of 2013, the retail sales of clothing increased by only 5.1%, and the growth rate was 17% lower than that of last year. 
 at the end of last year, Lining, a sports brand leader, predicted that the first loss in listing 2012 would be in 8 years. From mid February to March 15th, the net profit of Anta (exclusive store) sports, PEAK sports, 31st degree, XTEP and so on dropped significantly, and the decline rate ranged from 16.18% to 60%. PEAK's net interest rate dropped to its lowest level since 2008, and Anta's first decline in net profit in 5 years. 
In 2013, the number of listed companies such as PEAK, Anta, XTEP and so on in the first half of 2013 did not get warmer than that of P, and their order volume showed a year-on-year decline in 15%-30%. In order to reform channels and digest inventory, Lining, Anta, XTEP, 31st degree, PEAK and China moved six major sports brands last year to over 3000 stores. 
 > a href= "http://www.91se91.com/news/index_c.asp" > casual dress < /a > is also not optimistic. Semir apparel released its 2012 performance bulletin. The company's revenue was 7 billion 37 million yuan, down 9.33% compared to the same period last year. Net profit was 756 million yuan, a decrease of 38.24% compared to the same period last year. Smith Barney's clothing revenue last year was about 9 billion 510 million yuan, down 4.38% compared to the same period last year. Net profit fell 29.55% year-on-year. 
 the causes of the predicament of clothing brands in the external analysis, including the decline of consumption power and the rise of cost, including the financial tsunami sequelae, and the excessive pursuit speed of the brands under the pressure of the capital market, the rapid opening up of shops and the production speed, but the effect of their single store declining, causing high inventory. 
 but the remaining battlefields in the apparel industry, online shopping and children's wear, are good scenery. 
 by the evening of November 30, 2012, the total turnover of Taobao and Tmall has exceeded 1 trillion yuan mark, clothing shoes and bags consumption exceeds 300 billion yuan. Compared with the data of the National Bureau of statistics, it can be estimated that about 36% of the clothing in the country, < a href= "http://www.91se91.com/news/ index_s.asp" > shoes bag < /a > consumption is completed on Taobao and Tmall. 
 large vertical B2C mall Jingdong in 2012 sales of 60 billion yuan, an increase of 183% over the same period, in 2012 after the establishment of clothing city, clothing category sales increased 800%. 
 the leisure clothing brands, including eman, Han Du Yi, seven grid, and sibertac, which are the main channels of electricity supplier in 2012, have achieved remarkable growth. Among them, Yin man's growth in e-commerce channels grew by 150% over the same period, the passenger price increased by 75% compared to the same period last year, the growth rate of Korea's clothing shed was 120%, and the seven grid growth was 40%; 
 online sales channels, children's clothing has become a rare brand of clothing brand. In the first half of 2012, the only group of growth figures was children's clothing industry. The average selling price increased by 40%, sales increased by 107%, and the proportion of group sales increased from 3.6% to 11.6%. 
 as of December 31, 2012, the performance of children's clothing increased by 97.7% to 370 million yuan. At the end of the year, there were 1590 children's wear stores, a year-on-year increase of 433. On the 31st level, it said that in the future the prudent strategy will be adopted in the expansion of adult sportswear business, but the children's clothing business plan to open 150 new stores in the year to promote overall business growth. 
 the executives of Semir costumes revealed to the outside world that the group's Barbara children's clothing sold more than 4 billion yuan at the end of 2012, leaving the gap of nearly second yuan for the children's clothing brand of second, and its performance increased by 100% over 2011. And 5 years ago, sales of Barbara children's clothing were 500 million yuan. {page_break}" less ".
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 from the detailed earnings report released by Semir in 2012, as at the end of the two quarter of last year, Semir's main brand revenue accounted for about 70% of the company's total revenue, while Barbara's income increased by 3.7 percentage points to 28.93%. Some industry estimates that Barbara's performance growth in 2012 is higher than that of Semir, which is likely to exceed the main brand's revenue ratio in the short term. 
At the end of P > 2011, the number of Semir stores was about 4500, and the number of Barbara stores was about 3300, representing an increase of 13% and 25% respectively over the previous year. By the end of 2012, the number of Semir stores has not changed, and the number of Barbara stores has increased by more than 200. 
 according to the brand leader who has entered the a href= "http://www.91se91.com/news/index_z.asp" > children's wear < /a > market, the Chinese children's clothing industry has a market scale of 100 billion yuan and 5 billion production scale. Annual compound growth rate of 10.09% is one of the fastest growing categories of clothing. 
 non brand clothing now accounts for 75% of the children's clothing market, and the market share of the brand children's clothing is only 25%. At present, Nike, Adidas and Barbara are among the top three in China's children's wear market. 
 this attractive market prospect attracts all major leisure sports brands to extend their product lines. For example, Anta has 833 children's products stores at the end of the year, up by 3 over the same period, and is expected to increase to 1000 by the end of 2013. 
"P", as Hong Xiaobo, the founder of the biggest mainland brand sale, said: "the market has always been there, and the consumption power is also there, but their consumption habits have changed." 
 the decline in performance of sports casual wear brands, the brand of scouring brand clothing and the brand of children's wear are precisely because China's population structure has changed. 
 February 22, 2013, the National Bureau of statistics issued the 2012 statistical bulletin, which shows that the absolute number of working age population between 15 and 59 years in mainland China has decreased by 3 million 450 thousand. Ma Jiantang, director of the National Bureau of statistics, said that this is the first time that the absolute number of working age population has declined for a long time. The "demographic dividend" inflection point that has been predicted for many years has finally arrived. 
 according to the report, according to the analysis of age groups, the absolute number of children aged 0-14, 15-19, 30-39 and over 65 will gradually decrease in the 12 years from 2004 to 2016, while the number of middle-aged people aged 20-29 and 40-65 will gradually increase. This change in population structure will have a direct impact on the consumer goods industry. 
 return to sports and leisure clothing brand sales, their closing shop tide and performance decline is related to the competition of sports brand market after Olympic Games, and also related to population changes. 
 according to the National Bureau of statistics, the number of new born population in China in 80s of last century has been at a relatively high level. In 1990, it was the most populous year, and then began to decline significantly. 
The trend of rapid growth of sports brand in the past ten years is precisely related to this. The biggest consumer of sports shoes and clothing is 15-25 year old p. 
 now, when the number of post-90s is much lower than that of the "post-90s", the market space has become narrower. 
 and when many sports and leisure brands compete to open shop, the consumption interest of the new generation of 90 is spanferred from the physical store to the online shopping. In recent years, store rentals and labor costs have risen, while the store owners are losing. 
 according to the research report released by the Internet Research Institute in December 2012, 16.6% of netizens under the age of 18 in China account for the highest proportion of young people aged 18-24 and 35.1%. This group of people is the so-called "post-90s", of which the highest proportion of clothing consumption, 67% of the 90% of the online shopping clothes or shoes and hats. 
 the development of wireless network and mobile devices is further increasing the Internet time after 90 years. And with the passage of time, the post-90s will be the main group of online social networking, online games and Internet consumption. 
 30-39 and 70 after 80 are the main consumers who spend more than 100 thousand yuan on the value of consumer goods. This decline in population will directly affect the demand for high-end consumer brands, automobiles and ordinary new housing. So it is not hard to understand why online clothing brands are flourish when they sell miserable green clothes under the adult clothing brand line. 
 in addition, according to statistical data analysis, the 80s have begun to enter the birth period, which will enable the mainland of China to usher in a baby boom around 2015. The number of new born population in China is expected to increase from 16 million per year to 20 million. 
The difference between P and post-90s is that the Post-80's pay more attention to price performance and fashion sense, and prefer one-stop shopping. 
Barbara, founded more than 10 years ago, has rapidly increased the one-stop shopping and amusement center with an area of over 500 square meters since 2006. It has also created new posts for fashion buyers in the UK and France, as well as children's clothing buyers in the experience center, so as to create differentiated channels for P. In the way of marketing, Barbara uses animation to create brand implants. A ballet ballet, like Hua Xianzi, conveys the idea of "wearing a Barbara war dress to have magic". It has become a popular clothing brand for children in recent years. In 2012, it invested in a more than 100 episode animated feature film. This is rarely seen in the current brand promotion of children's wear. 
 but no one can say that Chinese clothing brands are changing from sports and leisure to children's clothing again. Will they fall into similar homogeneity traps again after a few years? 
P stands at the turning point of demographic dividend, and China is changing from the global manufacturing base to the world's largest market. It is easier for us to seize the new market opportunities by effectively deciphering the brand names of the population in the structural change.