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Domestic Men'S Wear Plate "Cold Wind Blowing"

2014/8/10 13:22:00 116

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domestic < a href= "http:// m.pmae.cn/news/index_c.asp" > men's wear > /a > plate "cold wind blowing" /p >

although the interim report has not yet been officially released, in the first quarter of April, the word "trapped in the terminal consumer downturn and the first half of 2014 will be under pressure. In 2014, the net profit growth of 1-6 months is expected to be -30% to -50%."

no matter for Fujian men's menswear or domestic men's wear plate, the decline of seven wolves is not an example.

According to the announcement, P is expected to net losses of 10 million to 20 million yuan in the first half, down by 100% over the same period last year.

In the first quarter report released in April 26th this year, Hinur was optimistic about the first half profits. He believed that the net profit attributable to shareholders of listed companies would be 10 million 652 thousand and 300 -2663.07 yuan.

The results of the "p? A" href= http:// "m.pmae.cn/news/index_c.asp" > Busen shares < /a > were also reversed.

In its first quarter report, it is estimated that the net profit of 1-6 months will be -50%-0, and the profit interval will be 5 million 658 thousand and 200 -1131.63 yuan. The latest performance is down, and the loss is expected to reach 35 million 80 thousand and 500 -3168.56 yuan, up 380%-410% from the same period last year.

of course, in the "cold wind blowing" men's wear plate, is not without highlights.

In June 3rd this year, China announced the results of the winter order in 2014.

Data show that the total amount of the total amount of the Chinese Le main brand LILANZ has increased by a high number of units, while the sub brand L2 has recorded a low double-digit growth.

, from the list of men's clothing enterprises listed in China, the number of performance increases is also few.

Among them, the increase in YOUNGOR's performance was due to the change in the accounting method of the Bank of Ningbo which invested in it, thereby increasing the current profit of nearly 640 million yuan.

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for this wave of decline in performance, the explanation given by the listed men's clothing company is also in general agreement: inventory is still a drag on net profit performance, sales promotion and labor costs rise, leading to a decline in gross margin, and the market has not yet recovered.

In addition, in the face of the impact of fast fashion, luxury brands, electricity providers and so on, enterprises are seeking pformation in stores, positioning and other aspects, but at the same time, they also push up the related costs.

inventory is just a representation. The deeper reason lies in the men's clothing enterprise itself: just like the sports goods plate before and after 2008, the blind "horse race enclosure" increases the evil consequence brought by the terminal.

the development of men's clothing enterprises in China is similar to that of sporting goods enterprises which burst out of the stock crisis earlier. The main way to rely on them is to open stores, open stores or open stores.

The difference is that sporting goods companies have implemented the strategy of opening stores earlier than men's wear enterprises, and the growth bubble has burst earlier.

As early as in 2009, Lining and other enterprises showed that the shop was difficult to continue, and sales channels were full of stock.

men's clothing enterprises are also suffering from this dilemma. Many enterprises have begun to close down some low efficiency stores.

"compared with the limited number of women's clothing listed companies, the number of Listed Companies in China's men's clothing industry has reached 10~20. In recent years, a large number of women have been building a" bubble ".

A senior executive of a men's clothing listed company, who did not want to be named, said in an interview with reporters, "the pleasure of starting a shop to drive the growth of performance has come to an end now. The increase in rental and labor costs has exceeded the increase in income. Men's business income has barely kept up, and the scale of maintaining profits has been difficult."

take 9 Mu Wang as an example.

Public data show that in 2013, nine Mu Wang closed 140 stores last year. This year, 100 shops are expected to be closed throughout the year. Next year, whether or not they will continue to close the store will see the trend of commercial real estate rents.

The Great Wall securities analysis, due to the current number of brand dealers closing a lot, commercial land rent situation began to appear, although the rent has not yet been significantly reduced, but there have been signs of loosening.

If commercial real estate rents fall, the trend of closing stores is likely to be curbed.

however, in the view of the industry, there is a similarity and difference between the "close shop tide" of the men's clothing industry and the previous "shop closing tide" of the sporting goods industry.

"sports brand concentration is relatively high, men's clothing is more dispersed, sports brand has strong control over the channel, and most of the men's own agents and retailers create their own brands, which aggravate the dispersion and confusion of the men's clothing market.

This also means that the adjustment of men's clothing industry will be far more difficult than the sports industry.

Ma Gang, a well-known commentator in the footwear industry in China, said.

and the Research Report of Orient Securities pointed out that the overall adjustment of men's clothing enterprises is later than the whole industry. After 2013, the inventory pressure and the channel adjustment measures have been reduced, but the effect of active adjustment and business pformation is not obvious. It is estimated that the process of inventory adjustment and channel adjustment will continue in 2014, and the fastest improvement will be in 2015.