Men'S Clothing Industry Repeating The Mistakes Of Sports Brand: It Is Difficult To Develop By Opening Stores.

Men's clothing listed companies such as P < < strong > Busen and reporting birds (6.05, 0.11, 1.85%) are collectively occupied. < /strong > /p >
< p > in the first half of 2014, China's men's wear listed companies were unfortunate and the reasons for their misfortunes were the same: Men's clothing industry was repeating the mistakes of the sporting goods industry. < /p >
< p > the latest half year performance forecast released by reporters showed that Busen shares (11.33, 0, 0%) (002569.SZ) and Hinur (7.50, 0.45, 6.38%) (002485.SZ) ranked the top two of the most unfortunate list in terms of losses of tens of millions of yuan, while Kaiser shares (12.15, 0.11, 0.91%) (002425.SZ), carnddi Road (14.39, 14.39, 14.39) (002656.SZ) and good news bird (002154.SZ) occupied the post harvest name of the most unfortunate list, and the net profit fell to most. < /p >
< p > industry insiders told our reporter that compared with the limited number of women's clothing listed companies, the number of Listed Companies in China's men's wear industry reached 10~20. In the past few years, a large number of women have been building a "bubble", and now is the time to "squeeze bubbles". < /p >
< p > < strong > > opening shop to the end < /strong > /p >
< p > 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 up shop earlier than men's clothing enterprises, and the growth bubble has burst even earlier. As early as 2009, Lining and other enterprises showed that the shop was difficult to keep up and the inventory of sales channels was full. < /p >
< p > < a > href= > http://sjfzxm.com/news/index_f.asp > > /a > first half of this year, the net profit of Busen shares attributable to shareholders of listed companies is expected to be 35 million 80 thousand and 500 yuan ~3168.56 million yuan, down from -380% to -410% over the same period last year. At the beginning of the listing in 2011, Busen shares put forward: "in order to better expand the brand influence, direct business has become the main direction of the mainstream men's clothing enterprises through the establishment of Direct stores." < /p >
< p > Busen has set up a near perfect shop target for itself. By the end of 2010, Busen shares had 752 Direct stores (cabinets) and 11 franchisees (cabinets), with 900 stores in 2011, 1000 in 2012 and 1200 in 2013. < /p >
< p > card road is a similar road. As of December 31, 2011, the number of chain stores was 318. By the end of 2013, the total number of shops in card road was 531, an increase of nearly 70% compared with 2 years ago. < /p >
< p > the pleasure of opening up shops to drive the growth of performance is coming to an end. The increase of rental and manpower costs exceeds the increase of income. The income of men's clothing enterprises is still barely growing, and the scale of maintaining profits is very difficult. < /p >
< p > < strong > the survival ability of each exhibition < /strong > /p >
< p > under the heavy pressure of declining performance, men's clothing enterprises have eight wonders and cross the sea. < /p >
In 2013, when the birds in the store started to smell the dangerous smell in the market, they sold 6 shops in preparation for the store in the year of 2013, earning 190 million yuan in revenue. This year, the news birds continue to plan to sell more than 20 shops that have been purchased (the total cost of the original purchase is not more than 300 million yuan). < /p >
< p > industry expert Wang Qian said to our reporter that the impact of electronic business on physical stores is growing. In 2008, the sales of clothing e-commerce channels were only tens of billions of yuan. By 2013, the scale of clothing business operators reached 400 billion yuan, accounting for about 20% of the total domestic clothing sales. It's hard to keep a lot of shops open. < /p >
< p > men's clothing enterprises also have great efforts to enter the electricity supplier, but how to settle down the entity dealers under the line is a headache. Industry expert Ma Gang said, the past business mode must be adjusted, but men's clothing enterprises rely heavily on franchisees, and engage in their own business. They are equal to the franchisee's rice bowl. They do not turn to death, but turn to death. There is still a lot of work to do to balance the electricity supplier and franchisee. < /p >
< p > < strong > there are also other enterprises that feel great and bad in stepping into the brighter future. < /strong > < /p >.
< p > March 2014, the board of directors of Kaiser shares examined and adopted the motion on setting up a special industrial fund, and agreed that the company initiated the establishment of a special industrial fund. Kaiser shares entered the investment field, similar to YOUNGOR (6.84, 0.04, 0.59%) (600177.SH). Now the three carriages of investment, real estate and clothing constitute YOUNGOR business, and investment business has brought a lot of real gold and silver to YOUNGOR. < /p >
< p > Kaiser shares decided to buy the hand travel company. In June of this year, Kaiser shares announced that it would take the 750 million yuan consideration to buy cool cattle interaction. Cool cow interactive online games currently run online games include "Tang Men World", "brother Meng", "tiantianfu", "Tai Guo Xian yuan" and so on. In 2012, 2013 and 2014 1~3, the operating income was 2 million 871 thousand and 400 yuan, 32 million 836 thousand yuan and 28 million 493 thousand and 200 yuan respectively. Net profit divided into -5.71 million yuan, 7 million 481 thousand and 600 yuan and 12 million 50 thousand yuan, and operating income and net profit all showed a relatively fast growth trend. < /p >
< p > < strong > turn over for the coming year. < /strong > /p >
< p > 2009, sporting goods enterprises had a high inventory level. Until 2013, large-scale storage and clearance of inventory were put to an end. Ma Gang predicted that some sporting goods enterprises could achieve double-digit growth this year. < /p >
< p > is it necessary for men's clothing enterprises to recover for 4~5 years? Ma Gang said that compared with sporting goods companies, men's clothing enterprises have a much smaller number of stores and larger inventory, with more than 5000 stores, which are generally 1000~3000 homes and relatively easy to adjust. But there are also bad factors in the inventory. Men's clothing has a higher unit price, even if the discount price is not low, which will affect the inventory clearance speed. < /p >
< p > Wang Qianjin believes that the shuffle of men's clothing industry will not end in 1~2. The problem of men's clothing industry is not only the reason why it has been too fast in the past few years, but also related to the economic environment where consumption is sluggish. Cartography / Zhang Yijun < /p >