High-end men's and women's clothing leaders ushered in a recovery

"Spring River Plumbing Duck Prophet", with the fabric market recovering since 2017, the price of textile raw materials has risen, and the clothing industry, which has remained sluggish for several years, seems to usher in the spring.

According to the world clothing and footwear network, on the evening of September 5, Hongdou shares (600400.SH) announced that the controlling shareholder increased the holding of 11.47 million shares of Hongdou during the period from September 4 to 5, accounting for 0.634%. Previously, its net profit of 498 million yuan, an increase of 759.48% year-on-year, for the 2017 textile and apparel industry, the disclosure of the mid-year report has drawn a successful conclusion.

In addition to the red bean shares, seven wolves (002029.SZ), Haicang House (600398.SH), and Ge Lisi (603808.SH) and other high-end men and women equipment leaders also ushered in a recovery.

“Optimizing the channel structure, promoting the brand rejuvenation strategy, and promoting the high-end demand are the reasons for its good performance.” Fang Ye, the president of Qianci Capital, who is concerned about the textile and garment industry, pointed out.

However, the wave of recovery has hit, there are still companies falling behind: Fujian Jinjiang Sports brand noble bird (603555.SH) announced on the 5th evening 2.7 billion to hold hands with Weikang fitness abortion, from the data, it is from the "traditional sports shoes and clothing "The transition to sports diversification is not smooth, although the revenue in the first half of the year was 1.579 billion yuan, a year-on-year increase of 5.507 billion yuan, but the net profit was only 130 million yuan, down 17.22% year-on-year.

Lead recovery

Whether it is offline stores or online channels, it is the "land of competition for these military enterprises."

Hongdou's 2017 mid-year report showed that its men's wear business revenue in the first half of this year was 774 million yuan, a year-on-year increase of 24.99%, which was due to the increase in the number of stores by 169 and online sales. At present, Red Bean Men's Wear has 83 directly operated stores and 898 affiliated stores.

"Mainly, it is still located in the third- and fourth-tier cities." For the above-mentioned new stores, on the afternoon of September 4, a staff member of the Red Bean Shares Board of Directors said.

In addition, Red Bean's self-built vertical e-commerce "Red Bean Mall" and Micro Mall, with online sales of 112 million yuan, compared with last year's online sales of 86.1 million yuan, an increase of 39.3%.

The online advantage is more obvious. The seven wolves have a revenue of 1.282 billion yuan from January to June this year. The e-commerce channel has contributed more than 500 million yuan in revenue. The income of the needle-spun series products exceeded 200 million yuan, compared with the same period last year. The ratio has increased by more than 40%.

Youngor (600177.SH) also launched the strategy of “opening big stores, expanding halls, closing small stores, and excellent structure”. At present, it has a total of 2469 marketing outlets, although it is reduced by 85 from the beginning of the year, but the business area is 390,000 square meters. Increased by 8,690 square meters at the beginning of the year. Although it was subject to the decline in real estate business and investment business, the total revenue for the first half of 2017 was 5.399 billion yuan, and the net profit was 2.047 billion yuan, both of which fell by 30%. However, the apparel sector has unexpected gains: from January to June 2017, Youngor apparel segment revenue of 2.44 billion yuan, net profit of 446 million yuan: in addition to the main brand Youngor 20.44 billion yuan revenue, maintaining an increase of 8.85%, another sub-brand MAYOR Revenue was 65.77 million yuan, achieving an explosive growth of 284.97%.

On the afternoon of September 4, Youngor’s secretary-general Liu Xinyu told the reporter, “The company will focus on the platform construction of the direct store and cultivate VIP members at the same time”.

According to the data of the semi-annual report, its current total brand membership is 3,246,600, an increase of 387,300 from the beginning of the year, and the member consumption amounted to 1.58 billion yuan, an increase of 7.47% over the same period of the previous year.

Another reason for the recovery of these high-end apparels is that they have changed the simplification of their products and traditional marketing models. Through multi-channel operations, they have seized the hearts of the 90s and penetrated the young market.

Take the Haishu House as an example. It not only invites Du Fu and Lin to be the celebrity spokesperson, but also launches the street brand HLA Jeans after 90s. It also sponsors "Happy Comedy", "The Strongest Brain", "Single War" and other popular topics. variety show. On August 15th, it plans to invest 100 million yuan in the local fast fashion brand Urban Revivo, which has a 10% equity limit. Currently, UR has more than 160 stores in China.

The seven wolves combine the popular film "Wolverine 3" to introduce new elements such as metal elements, profile jackets, gentleman suits and other related elements.

And Senma clothing (002563.SZ) has another way, the betting children's clothing brand Barabara, the number one in the children's clothing market for many years.

In the first half of 2017, the total revenue was 4.433 billion yuan and the net profit was 534 million yuan. The sales of children's apparel of Senma apparel was 2.246 billion yuan, accounting for 50.68% of the total, up 24.97% year-on-year. Senma apparel has proposed four billion-dollar industries of “clothing, children, e-commerce, and investment”. It is planned to increase the retail sales to 80 billion yuan in five years.

In contrast, Smith Barney (002269.SZ) is still recovering: despite a year-on-year increase of 25.24%, the first half of the year still lost 45 million yuan. On August 31, Metersbonwe's online shopping platform “Yuanfan” went offline, due to “internal operational adjustment”.

Overseas tentacles

In addition to exerting strength in the domestic market, some garment enterprises will also extend their reach overseas, seeking cooperation with overseas clothing brands and even brand acquisitions, opening up new profit growth points.

Seven wolves have announced that they will win the luxury brand of Karl Lagerfeld's own brand KLSH in the Greater China region with the brand name of “Lafayette”, which is known as “Lafayette”. .

In addition to the light luxury sector, the seven wolves that proposed the “Industry + Investment” strategy are also involved in cultural communication and cross-border e-commerce: its wholly-owned subsidiary, Seven Wolves, acquired a 30% stake in Hyundai Digital on July 27 for 43.05 million yuan.

In the women's section, in early August, Ge Lisi won the right to operate the Chinese-American designer brand VIVIENNE TAM in China for 37 million.

In the first half of this year, the company's revenue increased by 95.08% year-on-year to 777 million, and net profit increased by 151.44% year-on-year to 122 million yuan. Among them, the German women's brand Laurel, which was acquired in 2015 for 80 million yuan, contributed 41.2 million yuan of revenue, up 997.6% year-on-year.

In terms of cooperation with overseas brands, Vignas (603518.SH) has also tasted the sweetness. After the purchase of Korean clothing group clothing brand Teenie Weenie for 5.13 billion yuan this year, Vignas' revenue in the first half of 2017 was 929 million yuan, a year-on-year increase of 149.85%, and net profit of 44.573 million yuan, a year-on-year increase of 54.11%.

The relevant person in charge of Yintai told the reporter, "In the field of women's wear, the market share of Shaoshu Zhongshu and other light-fashion women's wear is more obvious. At the same time, the clothing brand that focuses on fast fashion and online red shop is also dividing the market share of the original traditional girl wear. The performance of Song Lisi and Vignas is relatively stable."

For more exciting reports, please pay attention to the world clothing and footwear network.