Another Look At Clothing, La Xia Bei Er Multi Brand Strategy "U-Turn" Cage Sales Record.

Last week, after the lunar new year, it officially greeted 2020. Affected by the epidemic, the clothing industry is also facing a great challenge. Many domestic apparel retailers have gone down in the Spring Festival, including more than 10 A share listed retailers, such as day fashion, safety fashion, land element fashion, Anne, noble bird, and song and so on. The stock price fell by 10% on Monday. The total market capitalization of the clothing and home textile market in Shanghai and Shenzhen has dropped 7% to 271 billion 300 million yuan, evaporating nearly 18 billion 600 million yuan. Last week, faced with the epidemic, what new solutions and trends are there for garment enterprises? SkyDrive took a look.

　　 Domestic events: February 3rd -2 9

Shandong Ruyi Holdings SMCP2019 annual sales growth of 11.3%

The French fashion group SMCP, Ruyi holdings, Shandong, released its key sales figures for the fourth quarter, and sales were better than expected. SMCP group said that although the protests in China and Hongkong brought them great challenges, sales growth in the 2019 fiscal year ended December 31st was still very strong, reaching 1 billion 130 million euros, an increase of 11.3% over the same period, and an increase of 8.7% at the constant exchange rate. However, comparable store sales declined slightly, or 0.1%.

　　 Zhongfu said: In 2019, SMCP opened 90 new outlets directly, which is the main driving force for sales growth. Online sales accounted for 14.9%, an increase of 0.2 percentage points compared to the same period last year. On the whole, the group's two leading brands, Sandro and Maje, performed very well, driving the growth of their performance.

　　 Bankruptcy of the subsidiary company, the "multi leaf strategy" of the brand

On the evening of January 21st, La Natsu Bell announced that his subsidiary Jack Walker received the "civil ruling" of the third intermediate people's Court of Shanghai in January 20, 2020. The ruling shows that Jack can not repay the debts due to maturity, and the assets are not enough to repay all debts. He has already had the cause of bankruptcy. The court accepted Jack Walker's bankruptcy and liquidation application, and the ruling came into effect from now on.

　　 Zhongfu said: Along with the expansion of scale, its performance is also declining and losing money. Data show that in 2018, La Natsu Bell realized operating income of 10 billion 176 million yuan, a decrease of 269 million yuan compared with the same period last year, and net profit loss of 160 million yuan, down 132% compared to the same period last year, the first loss since the listing. In the first half of 2019, La Natsu Bell's revenue was 3 billion 951 million yuan, down 9.78% compared to the same period last year, and net profit loss was 498 million yuan, down 311.23% compared with the same period last year. The 2019 performance forecast shows that net profit in 2019 will be lost by 1 billion 600 million -21 billion yuan. Faced with weak performance, La Natsu Bell has begun to take the initiative to adjust the strategy.

Jiangnan cloth clothing announced 2020 spring special return policy: return rate adjusted to 100%

In February 7th, Jiangnan Buyi's letter to the dealer's partners showed that in view of the current epidemic situation, for the new spring products in 2020, Jiangnan cloth dress will adjust the return rate of 2020 spring products including JNBY, CROQUIS (sketch), less, JNBY by JNBY and POMME DE TERRE (Peng MA) to 100% (the 2020 spring special return policy), and will require all dealers to return all the products of some styles in advance.

　　 Zhongfu said: The operation shows that Jiangnan cloth has transferred to the distribution partners, and also reflects the fierce competition in the brand market. According to the insiders, "the development of domestic brands basically depends on channels and transfers pressure to investors. But now investors can join a wide range of choices. Some brands can talk about 100% in order to speed up the expansion of channels, such as CABBEEN. If it is a new brand or a small brand, not only 100%, but also free to props and subsidies for decoration. A small amount of spring can be recycled, which can be said to be a relatively low cost, giving the distributor a greater confidence. It is a good deal for its later opening and operation.

Will the live broadcast be a free ride for retail businesses?

In recent years, according to the latest survey of nearly 50 enterprises, such as good shops, seven wolves, happy west cakes, Wiley group, Pacific bird, Bao Dao and Lin Qingxuan, we found that most enterprises cope with the epidemic situation and recover the losses under the line.

Billion power has noticed that the number of visitors and the increase in the number of transactions and the time points of the outbreak are basically the same, and the obvious rising trend is before and after January 29th.

　　 Zhongfu said: At present, shopping centers and shopping malls have been suspended or shortened business hours, and most people are staying indoors. Most of the offline businesses in the new year are splashed with a cold water at the beginning of the 2020 lunar new year. Which line of development can run smoothly during the epidemic? Small program providers, social networking providers, live providers are undoubtedly an antidote. 　

　 　 Launched seven major preferential measures mogujie.com to boost sales of branded businesses by direct broadcasting

In the face of the impact of the new coronavirus epidemic on the whole economy, especially the many small and medium-sized enterprises, the companies such as Ali, the US group and Wanda are starting from themselves, trying to help SMEs get out of the predicament as soon as possible. Mogujie.com, which is concerned about the earliest layout of live broadcast business, is also a member of the team.

In February 3rd, mogujie.com joined the whole platform anchor to launch a series of preferential measures, such as "full service, double Commission, no margin, no need to enter", aiming at helping businesses to boost sales and get through the crisis brought by the epidemic as soon as possible.

　　 Zhongfu theory As far as mogujie.com is concerned, it is not only an electric business enterprise, but also has strong social media attributes. Every anchor has fans from all over the country, and it can permeate all cities in China like capillaries. After the outbreak, many of mogujie.com's anchors first guided users to guard against the epidemic in the live broadcast room, and advocated self-protection measures such as wearing masks and washing hands frequently, which fully reflected the responsibility of direct seeding business enterprises in the current era.

　　 International events: February 3rd -2 9

The head of the virgin parent company is considering splitting up the sale of the brand.

LeslieWexner, the current chief executive of LBrands, the US fashion group, is considering leaving, or will choose to split up the secret of its famous underwear brand Vitoria, only to retain its bathing brand Bath&BodyWorks (and perhaps another smaller girl's fashion brand Pink).

Chinese clothing said: "the most attractive" annual show has repeatedly been criticized for its lack of novelty and its audience rating has declined all the time. The TV ratings of the 2018 show went down to a record low, from 5 million 370 thousand in 2017 to 3 million 270 thousand, less than 1/3 in the peak season. In 2011, the show was the highest in 10 million 300 thousand. Last November 21st, StuartB.Burgdoerfer, chief financial officer and vice president of LBrands, confirmed in an analyst conference call that the 2019 Vic show was officially abolished. Behind the death of the secret show is the slim and sexy feminine aesthetic tendency represented by the Wei brand for many years, and the conflict between modern consumers' demand for diversification and the need to show their true selves.

What new features will designers bring to Moncler?

Moncler is working with two brands under LVMH to prepare for its Genius project. This project will continue to invite guest designers, and will issue a series of cooperation during the Milan fashion week in February, which will be sold in batches in the coming months.

　　 Zhongfu said: In recent years, the surge in Moncler revenue has been partly due to the heat generated by the Genius cooperation program, which has attracted many curious customers for the brand. Since the beginning of 2017, Moncler's share price has more than doubled, and the Italian company's market value has reached 10 billion euros, roughly equal to that of Burberry and Prada.

Skech released fourth quarter and full year earnings in 2019, with sales reaching record levels.

In the west of the United States in February 6th, American sports leisure brand Cage announced the fourth quarter and full year earnings in 2019.

The report showed that the company's sales in the fourth quarter reached a record $1 billion 330 million, and sales in 2019 were also set at a record high of 5 billion 220 million dollars.

Specifically, in the fourth quarter, Cage's sales amounted to US $1 billion 330 million, an increase of 23.1%. Among them, the international market grew by 31.2%, and domestic sales increased by 13%, of which wholesale sales increased by 10.4%. At present, international business accounts for 59.3% of Cage's whole season, and also creates a historical record. Same store sales also increased by 9.9%, of which domestic growth was 10.3% and international growth was 8.8%. Diluted earnings per share were $0.39, an increase of 25.8%.

　　 Zhongfu said: Skech was founded in California, USA in 1992. Although it was born later than other sports brands, it developed rapidly. In 2018, Cage achieved $4 billion 642 million in revenue and 23.13% in revenue in 2013-2018 years, the fastest growing sport brand. Skech once surpassed Adidas in 2016 to become the second most popular sports shoes brand in the US. Looking ahead, Cage expects sales in the first quarter of 2020 to be US $1 billion 400 million to $1 billion 425 million, with earnings of $0.70 to $0.75 per share. After the expected earnings report, Cage's stock price rose by more than 13%.