1, clothing listed companies are much more profitable than textile companies.

Men's clothing,

Sportswear,

Nine categories of footwear, underwear, professional wear, fur, infant and child clothes, 39 listed companies achieved 78 billion 317 million yuan in the first half of 2016, net profit 10 billion 308 million yuan, and net profit margin 13.16%.

Compared with the first half of 2015, revenue grew by 7.18%, net profit increased by 0.29%, net profit margin 0.9 percentage points.

Textile and zipper two categories of 8 listed companies in the first half of 2016 to achieve revenue of 43 billion 510 million yuan, net profit of 1 billion 37 million yuan, net profit margin of 2.38%.

Compared with the first half of 2015, revenue grew by 28.92%, while net profit fell by 14.73%.

From the operating data of these listed companies in the first half of 2016, the net profit rate of downstream enterprises (clothing, footwear, fur) is 5.53 times higher than that of upstream enterprises (textile and zippers).

Overall, sales in the clothing industry are still growing rapidly and steadily, but the level of profitability has shown a general downward trend.

2, polarization of profitability.

From the data point of view,

The net profit rate is the highest, reaching 23.65%.

Followed by 14.94%, third for women's wear, 7.99% for casual wear, 5.40% for footwear, and 1.62% for footwear.

However, according to the performance structure of different types of clothing listed companies, there are 1-2 companies, such as men's clothing industry, Hai Lan home and YOUNGOR, which achieve net profit of 4 billion 843 million yuan, 86.18% of men's net profit, 28.10% of net profit, 17 billion 229 million yuan of revenue, 73.38% of men's sales.

Of the other 9 companies, 8 companies had a net profit decline, three companies suffered losses, and the net profit of the profitable companies was 27 million yuan, the highest being 266 million yuan.

"La Natsu Bell" and "casual wear" in women's wear.

"

China's "Anta" and other companies are far ahead of the industry in terms of the scale of their profits, and the market share is relatively high.

3, leisure and sportswear revenue accounted for over half of the market share.

(1) 11 Mens based listed companies achieved a revenue of 23 billion 750 million yuan, accounting for 30.32% of the total revenue of apparel listed companies 78 billion 317 million yuan.

(2) the 15 companies listed mainly on casual wear and sportswear, achieving a revenue of 39 billion 893 million yuan, accounting for 50.93% of the total revenue of clothing listed companies.

(3) 5 women's clothing listed companies achieved a revenue of 6 billion 753 million yuan, accounting for 8.62% of the total revenue of clothing listed companies.

(4) 2 footwear based listed companies achieved a revenue of 4 billion 498 million yuan, accounting for 5.74% of the total revenue of apparel listed companies.

(5) the other 14 listed companies (underwear, professional wear, fur, infant and child wear and stockings) account for less than 5% of the total revenue.

Sports and leisure

Gradually become the leading product of the clothing market, which may have a great relationship with the change of life concept and lifestyle.

4, sportswear revenue and net profit to achieve rapid growth simultaneously.

(1) men's clothing revenue increased by 1.75%, net profit increased by 2.18%.

(2) sales of casual wear increased by 14.08%, but net profit fell by 15.84%.

(3) sportswear sales increased by 15.82% and net profit increased by 19.58%.

(4) the total sales of sportswear and leisure wear increased by 14.84% and net profit by 5.37%.

(5) the sales of women's clothing increased by 9.22% while net profit decreased by 3.70%.

(6) footwear revenue decreased by 15.98% and net profit decreased by 65.58%.

summary

In the first half of 2016, sales growth slowed down in China's clothing industry, the cost continued to grow, and profits continued to decline.

Processing is tiring, creating

Brand is hard! Why do consumers change clothes more and more frequently, but the industry growth lacks strong power? Industry experts admit that the overall lack of innovation, failed to grasp the trend of fashion, keep up with fashion trends, seize the changes in consumer demand, and ultimately return to value.

The following four trends deserve our attention.

(1) sportswear and related products will continue to grow.

In nine categories

In the product, sportswear only achieves synchronous and rapid growth of revenue and net profit. This is not a partial and phased phenomenon, but an important trend.

The background is: fitness exercise is getting more and more attention.

Among all the fitness people, the most valuable ones are those with high annual incomes, about 35 years old, and married men! They play basketball, swim and ride 2-3 times a week, and keep running every day.

All of these activities need to be specific

Shoes, protective equipment and related equipment. This is a huge market that is being bred.

Fitness should not become the "patent" of the elderly. Fitness should become an important part of life and a habit of life.

From this habit, there are fourth things in life except "three things: eating, pulling and sleeping".

(2) clothing listed companies do not seem to attract the eyes of female buyers who are known for their "bad girls".

There may be many reasons for this, but

The "brand names", La Natsu Bell, Ke Letil, Lancy, song, and Wenger.

Compared with men's clothing, there is a lack of "personality" and "easy to remember" characteristics, and there are obstacles to promotion.

(3) major changes will be made in fashion brand promotion.

A survey by Shanghai Business School found that almost everyone in college knows "

"This is directly related to the brand promotion strategy adopted by the company.

The company takes the cooperation with popular variety shows, such as the great challenge and the strongest brain, to recruit celebrities, who have netting characteristics, as another spokesperson for Harean's home brand. It not only promotes brand awareness, but also improves consumers' stickiness and repurchase rate through interaction.

All customers like, we have to like; all customers do not like, we also like to give up! This is the supreme principle.

(4) the footwear market will usher in a new era.

At present, there are more and more kinds of shoe stores. But with the increase of consumption level and the upsurge of nationwide sports, the footwear market is becoming more and more subdivided, and it needs clearer positioning to better guide consumption.

More than 10 years ago, professional women liked to buy Daphne, but now consumers are not satisfied with the "Lady" and "career" product positioning.

Shanghai Business School's recent survey of some college students shows that clear brand positioning, intimate brand promotion, brand display at the store, on-site brand experience and elegance and comfort are the main factors determining consumers' purchase of footwear.

According to Shanghai Business School's survey of college students, "know

Less than 60% of the respondents were brands, and about 10% of respondents who had purchased Daphne products.

The China Daily also showed that the core brand sales point decreased by 450 in the first half of 2016 compared with the same period last year, a decrease of 17.3% over the same period last year, but there are still 5147 outlets in the country, with a deficit of over 100 million yuan.

Some respondents said that the purchase of shoes is often the decision of comfort. Cage, a brand named SKECHERS, is not cheap. Shoes are not written in Chinese, nor are they easy to remember. But after the first try, they decide to buy it, and recommend it to their parents, colleagues and friends. The first reason for buying is "walking comfortably".

Clothing, food, shelter, clothing and clothing should be the first thing that consumers should see: pleasing to the eye, buying at the right time, and having fun after buying, all of which can be summed up as "pleasure" at last.