Min Faction Mainstream Shoe Enterprises Breakthrough

After two years of "de Stocking" pains, in the first half of 2014, some mainstream brands of clothing enterprises in Fujian took the lead in showing signs of recovery. In particular, Fujian's "Min faction" enterprises, including PEAK, Anta and other enterprises, have seen an increase in their performance. The market shows that these mainstream brands have begun to lead the market towards the trend of differentiation. In the process of transformation, enterprises gradually realize that because of the wide range of resources involved in comprehensive brands, too much investment in resources and marketing will become a burden.

After a long period of market cultivation, Fujian Quanzhou has played an important role in China's garment industry, forming a complete textile and apparel industry chain covering spinning, weaving, bleaching and dyeing finishing, garment processing, accessories production, marketing and other fields.

Among a number of highly competitive garment enterprises, seven wolves, nine Mu Wang, PEAK and other brands have gained popularity and large market share. "Fujian faction" clothing enterprises have handed in a beautiful transcript in their past achievements.

But this year, due to the impact of the environment, the textile and garment industry's capital chain is tight, and the "lost contact storm" has once caused panic among suppliers at all levels. This kind of panic not only involves the problem of bank lending and private lending, but also causes a crisis of confidence in the industry.

When the enterprises try to transform and find new business models, what kind of clothing enterprises in Fujian are the first to warm up?

"This year, we can feel that the market has obviously improved." Liang Yu, a regional manager of a casual menswear brand in Fujian, told China Daily reporters that compared with last year's trough, the three or four line market this year showed a trend of gradual increase in performance.

Liang Yu now has half of his monthly business trip to stores in Fujian province. In 2013, his brand began to open stores in the districts and counties of the prefecture level city. Liang Yu's main task was to help local distributors to locate their stores, arrange a unified brand store design, and then take charge of recruitment and shopping guidance, as well as post service training.

"2013 is the hardest year. Basically, all locale stores are helping to improve sales." Liang Yu said, "this year, mainly in the county and City stores to help establish a customer base, a flagship store management mode to the following stores."

As a grass-roots manager, Liang Yu survived the difficult transition period. In fact, garment enterprises in Quanzhou have been carrying out industrial restructuring this year. Enterprises achieve performance growth through differentiated marketing, product optimization, brand building and consumer experience enhancement.

After two years of "de Stocking" pains, in the first half of 2014, some leading enterprises in Jinjiang have taken the lead in breaking through, showing signs of "stop and pick up". Some two or three line brands are accelerating, and the structural differentiation of sports footwear industry is accelerating.

As a leading enterprise in China's sports shoes and clothing, the first half of 2014 released by Anta showed that the company's operating income was 4 billion 120 million yuan, an increase of 22.4% over the same period last year. Net profit was 803 million yuan, an increase of 28.3%, reversing the decline in the past two years. In addition, another large sports brand in Jinjiang, 360 degrees, increased by 8% in 2014. Although it still has a gap from the peak of the previous two years, it has already gone out of the downturn.

　　 Famous brand In the first half of June 30, 2014, PEAK's bulletin showed that the turnover increased by 10.1% to 1 billion 291 million yuan as of June 30, 2014, net profit increased 34.6% to 121 million yuan over the same period last year, gross profit increased by 24.4% to 496 million yuan during the period, gross margin increased 4.4 percentage points to 38.4%, and income tax increased by 25.6% to 68 million yuan.

For the first half of this year's performance, Liu Xiang, deputy director of PEAK brand management center, told China Daily reporter: "PEAK as a listed company, everything is based on the announcement. In the first half of the year, it can be said that it is a warmer trend. The specific data in the second half of the year will continue to be based on the announcement. It is certain that the data in the second half of this year will definitely be warmer. This trend will not change.

　　 Liu Xiang In the interview, the Chinese sporting goods industry reversed the downward trend in the past two years in the first half of 2014. "A number of major sporting goods industry companies, especially some mainstream brand clothing enterprises, have shown signs of recovery and warming."

PEAK said the increase in turnover in the first half of 2014 was mainly due to a significant increase in turnover in overseas markets during the period. Data show that in the first half of 2014, PEAK's overseas market revenue accounted for 22.6% of total business, turnover increased from 174 million yuan in the same period last year to 291 million yuan, an increase of 67.5%; PEAK's Chinese market accounted for 77.4% of total business, and turnover was flat compared with the same period last year.

Liu Xiang said, Peak It has maintained about 6000 stores around the world. "In the first half of this year, PEAK has continued to close retail outlets with smaller size and poor operating efficiency, and at the same time set up larger retail outlets. This is the strategy PEAK is taking now. " Data show that as of June 30, 2014, the number of authorized retail outlets was 6000, which was 12 less than the end of June 30, 2014. Among them, the number of stores in China has dropped from 6194 in the same period last year to 6000, but the average turnover of PEAK authorized retail outlets increased by 5.1% over the same period last year.

According to the monitoring data of Jinjiang economic and Trade Bureau, under the leadership of the leading industry, the performance of leading sports enterprises in Jinjiang in the first half of 2014 showed a resumption of growth. The output value of Enterprises above Designated Size in Jinjiang footwear industry increased by 10.7%, and the textile and garment industry increased by 13.2%.

Industry data show that over the past one or two years, all enterprises in the Chinese apparel market have experienced a sharp decline in performance and a large-scale process of closing shop. Since the beginning of this year, the earnings of many listed companies have seen a large increase in operating income and net profit, especially Fujian's "Min faction" enterprises, including PEAK and Anta.