Where Did The Huge Profits Of Men'S Clothing Industry Go?

< p > > the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank".

< p > the latest half year's performance forecast shows that Busen shares and Hinur ranked the top two worst performing list by losing tens of millions of dollars.

Kaiser shares, card Nu Di road and good news bird account for the worst three of the list, and net profit fell by 80%.

< /p >

< p > the development of men's clothing enterprises in China is similar to that of sporting goods enterprises which burst out of stock crisis earlier.

The difference is that sporting goods companies have implemented the strategy of opening stores earlier than men's wear enterprises, and the growth bubble has burst earlier.

< /p >

< p > in the first half of this year, the net profit attributable to shareholders of listed companies of Busen is expected to be 35 million 80 thousand and 500 yuan ~3168.56 million yuan, down 380% to 410% over the same period last year.

By the end of 2013, the total number of stores in card road was 531, an increase of nearly 70% compared with two years ago.

However, the pleasure of opening up shops to drive the growth of performance quickly reached the top, and the growth of store rentals and human costs exceeded the increase in revenue.

Although men's business income is barely growing, it is difficult to maintain the scale of profits.

< /p >

< p > large scale performance decline forced men's clothing enterprises to show their magic: to prepare for the expansion of the store's birds and sniff the dangerous smell in the market, in 2013, they decided to sell 6 shops ready to build a store and get 190 million yuan in revenue. This year, there will be no more than 20 purchased shops (the total cost of the original purchase is not more than 300 million yuan), but the net profit still fell sharply compared with the previous year.

< /p >

< p > at the same time, nine year old Wang is expected to close about 50~100 homes this year.

Seven wolves last year closed more than 500 stores, now fewer than 3000 stores, and will continue to close inefficient stores in the future.

As for the listed companies in Hongkong, this year, stores are closing more quickly than ever. The number of new stores is about 3000.

< /p >

< p > the terminal sales of several companies are not ideal.

As the economy weakened, the purchasing power of residents declined rapidly.

Take seven wolves as an example. At present, the sales rate of the company's direct outlets is more than 50%, and its affiliate is 10-15% higher than that of the direct battalion.

< /p >

< p > several core business indicators of men's clothing industry have been stagnated.

In fact, "these brands do not want to cut prices, but if they fall, they will lower brand grades and pull them up harder."

In exchange, the pessimism of the executives of these companies is beyond words.

They admits that men's clothing industry will hardly see any signs of improvement this year or next.

< /p >

< p > listed companies have to actively change.

Some brands adopt the strategy of "drop down" to reduce the impact on brands.

Seven wolves began to introduce foreign aid. The company introduced 3 Italy a target= "_blank" href= "http://www.91se91.com/" > designer < /a > to design 2014 spring and summer products, while 2013 products were designed by local design team.

King Mu plans to change the order system from a large pipeline to a small production line that meets the needs of individual customization.

In addition, a substantial reduction in single products, increase the depth of goods.

< /p >

< p > market participants believe that even after the pformation of O2O, there is no way to make men's clothing industry out of the trough: in October, nine Mu Wang will build its own electronic mall and try to share the same price on some lines.

The two brands of the company are all tested in Tmall, mainly selling inventory and outsourcing to the third party team. In addition to the "double eleven", they sold about 10000000 last year.

The volume of the seven wolves is also not large, mainly selling stocks.

< /p >

< p > these companies are worried about the electricity supplier mode.

As a matter of fact, the cost of online and offline is close, and the cost of flow and distribution is higher.

Once the tax is regularized, the situation of Amoy brands will further deteriorate.

Li Lang also believes that a few years ago, CIO (Chief Information Officer) Min Jie switched to public comment, although there are personal reasons, but the objective also shows that the clothing business is at a low ebb.

< /p >

< p > > a href= "http://www.91se91.com/news/index_f.asp" > men's wear > /a > how long does it take for enterprises to recover? There are people in the industry who believe that compared with sporting goods companies, the number of stores and inventory of men's clothing enterprises is much smaller, and adjustment is relatively easy.

But there are also bad factors in the inventory. Men's clothing has a higher unit price, even if the discount price is not low, which will affect the inventory clearance speed.

< /p >