There Are Not Only Cheap Clothes, But Also Coffee, Milk Tea And Movies. The Clothes At The End Of The Year Are Really Hot.

At the end of the year, local clothing brand enterprises will engage in "special sale", which has always been a characteristic business card in Jinjiang. In Jinjiang, the biggest and most popular enterprise in the sale is local well-known clothing brand Li.

So yesterday afternoon, the reporter came to the Jinjiang Lang Qingyang Road 200 Changxin Road headquarters sale will see, before entering the sale will need to scan the public number of the Lang Lang Welfare Association, fill in the name card number and mobile phone number, and then line up to receive two coupons, each coupon can only buy 5 products.

The sale of thousands of Ming meters will be crowded at the scene. The scene is so hot that people will be astonishing. The enthusiasm of shoppers is almost crazy. It is understood that the sale will be held for many years.

It is said that every year thousands of consumers take pains to sweep the goods from the surrounding counties and cities. Xiaobian also saw at today's special sale meeting that the stores had thousands of full price suits at the price tag, and bought two sets of them as long as 400 yuan, and there were a large number of shirts, outer covers, down garments, coats, trousers, shoes, underwear and so on, which were sold at a low price.

In the sale of Li Lang will be exported, the reporter noted that tired customers can sit here to drink a cup of milk tea, cup of coffee, do not delay watching a movie, send a courier.

According to the insiders, with the development of the economy, the per capita disposable income of our consumers has been increasing continuously, and at present, the wage growth rate exceeds GDP growth rate. The improvement of living conditions has prompted the consumption concept to be changed from the injection weight to the injection quality. The promotion of purchasing power indicates that people's demand for clothing consumption will steadily increase year by year.

According to the financial report, in the first half of 2019, the company's revenue increased 19.1% to RMB 1 billion 540 million yuan, the net profit increased by 14% to RMB 389 million, the total number of retail outlets increased by 83, the total retail stores in the country reached 2753, and the total shop area was about 394 thousand and 100, an increase of 3.7% over the end of last year. Among them, LESSISMORE independent specialized shop has reached 255.

Observation shows that the marketing channels of the company are divided into offline stores and online stores, of which two stores are self owned stores and franchised stores, and franchised stores occupy an absolute leading position. Franchised stores are the main selling channels of the company. The company sells products to distributors in the form of wholesale, and distributors then sell products to terminal consumers through retail outlets operated by themselves or two level distributors. Distributors are mainly responsible for selecting and ordering goods and supervising the operation of retail stores, which is very important for the sales of products. Therefore, the company attaches great importance to the management of distributors.

From the regional perspective, in the first half of this year, the central and southern region increased by 32 stores, far ahead of the rest of the world. In North China and East China, the net sales increased by 19 and 18 stores in second and third respectively.

Income is the most important source of income by product line, which accounts for 53.6% of LILANZ revenue and 22.5% of sales.

According to regional income, East China and central and southern China account for 58.7% of the total revenue, and are still the two regions with the largest contribution to income. The growth in North China is the most significant, and the sales growth in the period is 40%. In East China, the sales growth in the period is 26.8% due to the LESSISMORE Series sales growth.

According to the brand division, in 2001, Li Lang put forward the brand segmentation of "business casual" men's clothing, and served "the LILANZ" series of products in the workplace elite. Today, the company has upgraded this series of products to "business fashion" style. In 2016, Li Lang locked in the new workplace youth, launched LESSISMORE series products, located in "urban commuter", and the two major product lines are two pronged together, which not only supply business fashion suits, but also develop fashion apparel in the pursuit of fashion and personality.

In the two major product lines, the "LILANZ" main line for 25-45 year old consumers is popular in the three or four line market, and gradually increases the layout in the first and second tier markets. The LESSISMORE series focuses on 20-30 year old consumers with diversified, fashionable and fashionable product design. Since the launch of this series of products, it has been well received by the majority of young consumers.

Tang Shuangshuang, an analyst with Huaxi Securities, said that from the industry cycle, the men's clothing industry ended high growth and entered the adjustment period in 2012, and basically closed to stores in 2015. In the second half of 2016, monetization in the first half of 2016 brought about a small cycle of consumer industry recovery, and the men's clothing industry was slightly warmer. However, since the second half of 2018, the industry has entered a new period of adjustment: the intensity of terminal discounts has increased, and the profits of franchisees have declined, thus increasing the strength of the stores.

In the two rounds of recovery cycle, the recovery of Li Lang is ahead of the industry, which is mainly reflected in the following prices:

1, at the autumn order meeting in 2014, Li Lang took the lead in achieving recovery, reversing the downward trend in 4 consecutive quarters, gaining the number of units in China, and maintaining high single digit or double-digit growth in the following 5 quarters.

2, the autumn 2017 order meeting, Lee Lang once again reversed 4 consecutive quarters of downward trend, the number of units in the growth, and then maintained 9 consecutive quarters of double-digit growth; in 2018, the company's channels into the expansion period, while the same store growth in 2018 1-5 to 10%, and then maintained a high single digit growth. In 2018, the company's revenue / net profit growth rate reached 29.8%/22.9%, which slowed down in the first half of 2019 (19.1%/14.1%), but still higher than that in the same industry.

Judging from inventory, terminal discounts, store and ordering as leading indicators, Tang Shuang Shuang decides:

First of all, the order meeting, 2020 spring and summer orders will total the amount of +6-9%, the growth rate has slowed down compared with the ring; 2019 autumn and winter orders will total the amount of +10-13%, less than 15% of the company's expectations, mainly due to the down price, the company's products synchronously cut prices to give up consumers, in fact, the volume growth is in line with the expected amount (+15-20%);

Secondly, in terms of inventory, Memae Toshiro's inventory turnover rate has slowed down. It is estimated that in 2019, the sales volume of spring clothing in 2019 was about 75%, relatively healthy, while light business was mainly based on basic funds, and the inventory pressure was relatively small.

In addition, the terminal discount is estimated to be 20 percent off in 2018, and 30 percent off in the first half of 2019, but 23% off in the 8 and September and more than 20 percent off in the autumn.

Tang Shuangshuang believes that with the 80-85 becoming the main force of consumers, the men's clothing industry tends to be personalized and younger. The trend of fashion has also changed from business leisure to sports fashion and leisure. Wakari Ro can not be successfully transformed, and will face the risk of brand aging being diverted by fashion and leisure.

In the meantime, the company plans to launch a special version of the new retail business in a specific product category to further cater to the needs of young consumers, enhance the brand image and promote the rapid growth of e-commerce.

Li Jiahao, a researcher at China Galaxy International Securities, said earlier that the main product line of the company has been integrated into more fashion elements, and its target is mainly for young people aged between 25 and 35. The company believes that most of its spending power is concentrated on the post-80 and 90's groups, namely, people aged 20-40. The business casual series launched in 2016 is also aimed at younger customers. Li Lang is now using more channels to sell advertising and publicity, such as propaganda on railways and WeChat.

According to public information, Li Lang was founded in 1987 and is one of the leading men's clothing brands in mainland China. Li Lang designs, manufactures and sells commercial and casual men's clothing mainly based on "LILANZ" brand, mainly for men from three to four cities. The company adopts the strategy of "upgrading quality without raising prices" to make its products very competitive, and has proved to be very successful.