Another Look At Costumes And Muddy Anta Confrontation Continue Burberry Transformation Effect

Seeing that July has already been more than half, in the hot summer days, the garment industry is constantly moving. Last week, the struggle between muddy water and Anta was still going on, and the outdoor brands such as Pathfinder Mu Gaodi did not perform well. Zara's "sustainable fashion" plan was further implemented. The new LOGO of Burberry brought the first quarter growth. No matter big or small, Zhonghua net took you to explore the trend of clothing at home and abroad.

　 Major events in China: July 15th ~7 19

Muddy water short for Anta to quietly complete the "surgical" framework adjustment

In July 15th, the well-known short selling agency Muddy Waters Research muddy water released fourth reports, summed up last week three short Anta sports report and Anta's response. Meanwhile, muddy water said there will be more plans for the disclosure of Anta. In the face of continued short selling, Anta's stock price has not risen, and is actively adjusting and coping with its own organizational structure. The confrontation between muddy water and Anta has gradually evolved into a "reputation war", but the Anta sports crisis has not really passed.

Zhongfu said: Although muddy water shorted the position of Anta in its death, investors did not lose confidence in Anta in addition to the first day of panic. Muddy water raised all sorts of problems, Anta has already made a low-key adjustment of organizational structure, which is also a preparation for the acquisition of amamin sports. FILA is almost the only brand of Anta that has made great achievements. Its other brands still have obvious performance certificates. In August 26th, Anta will release its first half 2019 earnings report. It will be short in 13 months. Whether Anta will announce the specific business data of FILA will become the focus of attention.

　　 Giordano's semi annual profit declines about 38%, and the retail environment is weak.

In July 15th, Giordano international issued a profit warning. In the 6 months ended June 30, 2019, the group shareholders' profits should be reduced by about 38%. In a notice issued by Giordano, it is estimated that the group may record a decrease of approximately 28% of its basic operating profit, or after the adoption of the new Hongkong Financial Reporting Standard No. sixteenth, which was adopted in January 1, 2019. At the same time, the report pointed out that the decline in Giordano's profits mainly came from the Greater China region, mainly due to the weak retail environment and Sino US trade friction, which led to market sentiment in these regions.

Zhongfu said: before the international fast fashion brands entered the Chinese market, Giordano not only occupied most of the market in the domestic market, but also went to Southeast Asian countries one after another, once known as "GAP of Asia". In the past 2014-2018 years, Giordano's revenue has continued to grow negatively, and many stores have closed down. Giordano's decline in performance has repeatedly thrown away the retail environment and weather. It can be said that the reality of the consumer market has not been recognized. Giordano, which always maintains its own product without distinction and individuality, will be eliminated in the future.

Pathfinder disposal of private property is a tough day for companies to reduce outdoor supplies.

Recently, the semi annual performance trailer released by Pathfinder shows that the net profit of the Pathfinder belonging to shareholders of listed companies is about 79 million 600 thousand -8450 yuan, an increase of 230%-250% compared with the same period last year. The disposal of private property is expected to achieve net income of about 36 million yuan after tax, accounting for 4 of net profit, while household income only accounts for 3 of net profit. This is not only the case of the explorer, but also the other outdoors enterprises, the performance is low, and the shareholder's reduction is the case.

Zhongbao said: "China outdoor products market report 2018" shows that last year, the total retail sales of outdoor products continued to slow down, with an increase of only 2.1%, or 24 billion 980 million yuan. This is also the 59.2% consecutive year of growth rate since 2011, the seventh consecutive year growth rate declined. For the outdoor industry, there are many favorable policies. For example, the ice and snow equipment and equipment industry development action plan (2019-2022 years) and the healthy China action (2019 to 2030), etc., the relevant enterprises should seize the opportunity to consolidate the main business, enhance the technological content of the products, and occupy more markets.

The shoes circle is like a runaway horse.

Because of the explosion of Yeezy and AirJordan and the reasons for a series of limited sports shoes, sneakers have stepped out of the small circle to enter the mass consumption field and become another popular object for young people to pursue. Then there are cattle, fake goods, second-hand shoes market, and shoes appraisers. In order to benefit, some of the second hand shoe makers, basketball shoes appraisers and fake shoe dealers have allied themselves with the second-hand shoe market. There is always a lack of rule makers in the shoes circle, and the circle of shoe identification experts is also confused.

Zhongfu said: sneakers have become a powerful symbol of millennial men and more and more women showing their personal style. At present, there is a lack of perfect appraisal system and lack of large-scale platform in the domestic shoe market. This provides market opportunities for some platforms, and also provides huge opportunities for the counterfeiting industry chain, making the second hand resale process of shoes is full of uncertainty and uncertainty. Sports shoes are not only a market, but also a culture. It is the cultural gap between a generation and a generation.

　　 China's trend in the two quarter, Kappa retail sales growth

China's trend announcement, the second quarter of 2019, the group's Kappa brand shops (excluding Kappa children's clothing business and Japanese business) in the entire platform retail sales in the year to achieve the number of units increased. Among them, the offline business has achieved low unit growth, and the electricity business has increased by 30% to 35%. Last year, in the second quarter of 2019, the same store sales of the whole platform decreased year by year as the number of Kappa brand stores entered into operation in the same quarter decreased year by year. Among them, the offline business has achieved a high single digit decline, and the electricity business has increased by 30% to 35%.

Zhongfu said: China's transformation and reform of Kappa brand business has taken a series of effective measures for customers, channels, brands and products, and these measures have also achieved certain results. China's trend has led to Kappa's sales performance by increasing logistics and distribution center construction, commodity control capabilities and product upgrading, reducing the negative impact of seasonal fluctuations in clothing products.

　　 Big events abroad: July 15th ~7 19

Zara announces that it will start from seven directions and start a comprehensive "sustainable fashion" in 2025.

In July 16th, Zara's parent company, Spain's fast fashion giant Inditex Group Chairman and chief executive officer Pablo Isla announced at the shareholders' meeting that it will continue to promote the strategy of sustainable development and plan to implement "sustainable fashion" in 2025. Inditex plans to achieve comprehensive and sustainable development from seven aspects: green buildings, energy-efficient stores, raw materials, green packaging, environmental protection clothing, old clothes recycling, waste recycling and reuse.

Zhongfu said: the waste of fast fashion brands has always been criticized by environmentalists. The Inditex announced that it will continue to promote the strategy of sustainable development, and realize the comprehensive and sustainable development from seven aspects. It is the practice of green environmental protection concept and the choice of enhancing the image of enterprises. At present, many fashion brands in the market have put forward the strategy of sustainable development, and Inditex hopes to become the leader of sustainable development of the industry.

Burberry new logo has won market acclaim, transformation has achieved initial success.

In July 16th, the British luxury brand Burberry announced its first quarter sales in the 2019/2020 fiscal year. Thanks to the excellent performance of the new letter printing pattern series and the limited B series launched by the new creative director, as well as the multi faceted reform of the new CEO, Burberry's five year transformation strategy plan has achieved initial success. Sales in the first quarter of 2019/2020 increased to 498 million pounds, up from 479 million in the same period last year, and increased by 2% on the basis of the fixed exchange rate.

Zhongfu said: in 2019, the new logo "TB" printing of Burberry was launched, and it quickly formed a strong visual impact in all parts of the world. The brand new logo, the new series, the "Drop" new model and the success of the social e-commerce marketing have attracted more consumers while deepening the brand image of young people. It can be said that the transformation of Burberry is still relatively representative, which also confirms the correctness of its five-year transformation plan.

　　 Why does LVMH cooperate with Stella McCartney?

More than a year after the group of French luxury goods group opened StellaMcCartney, its main rival, LVMH group, signed an agreement with the sustainable fashion brand. Although the two companies will not disclose all the details of the new agreement until September, Lu Wei Hin said that StellaMcCartney will continue to be the creative director of the brand and retain majority interest. Lu Wei Hun Xuan is willing to hold a minority stake in the acquisition, which is very rare in the past.

Zhongfu said: StellaMcCartney bought 50% of its brand from Kai Yun group last March and terminated its cooperation with Kai Yun group for 17 years. LVMH and Kai Yun are old rivals in the fashion business field, but it's not unusual to involve similar brand ownership changes. LVMH and StellaMcCartney cooperate not only because they believe in the huge potential of Stella McCartney brand, but also the efforts of LVMH to change its image. In terms of environmental protection, LVMH has lagged behind Kai Yun, and StellaMcCartney has helped LVMH improve awareness of environmental issues and sustainability issues.

　　 Tiffany will launch the strongest offensive in the Chinese market.

China's luxury jewelry and wristwatch brand Tiffany Tiffany &Co., who has entered China for 18 years, is trying to move the brand's "rare house" for nearly 200 years to Shanghai. This year, from September 23rd to November 10th, we will hold the "ingenuity art" - Tiffany's 180 years' innovative art and diamond Treasures Exhibition at the Shanghai Fuxing Art Center. We will transport over 350 Tiffany legendary jewellery and treasures from New York headquarters to China, so as to better convey the essence of the brand to Chinese consumers, seek greater breakthroughs and exert market influence.

Zhongfu said: how to tell good stories is becoming the key to the effective landing of luxury brand in China. Emotional marketing has always been an important way for luxury brands to carry out brand promotion. However, in recent years, in view of the Chinese market which is different from the European and American markets, the luxury brands begin to seize the attention of young consumers in the more localized emotional attributes. Tiffany's exhibition in Shanghai is also its first large-scale exhibition since its foundation. It hopes to create an emotional link with the millennials and seize the hearts of contemporary young consumers through exhibitions.