Against the background of weak market conditions, the operations of most apparel companies are not optimistic, and adjustments and changes are still the main tasks of listed apparel companies. Industry analysts believe that the performance of the apparel industry will not improve much in the short term. In pursuit of innovation and transformation, the profit turning point still needs to be waited for.
Song Qinghui, a well-known economist, said that domestic listed companies in the apparel industry have gradually developed from a model that relies mainly on shopping malls to a model in which shopping malls, specialty stores, and e-commerce fly together. In the future, listed companies in the apparel industry will show a trend of industry consolidation, with the big ones getting bigger and the strong ones getting stronger. “For a long time, the differences among the brands of listed companies in the domestic apparel industry have been small, and leading companies without obvious advantages have emerged. This homogeneity has intensified competition among companies and dampened corporate profits. We must proactively adjust our business models and transformation. They even seek mergers and acquisitions, cross-border development, and development. For example, in 2014, Caesars and Youngor both entered the investment field and developed cross-border development. Investment, real estate, and clothing have become the main sources of cash flow for these two companies.”
In 2014, the capital market continued to stage dramas. Some listed clothing companies have made acquisitions and changed their business models. Many companies have begun diversified cross-border investments in finance, film and television, and some cotton spinning companies that have continued to lose money have given up their main business, changed their appearance, and been backdoored.
From January to September 2014, Busen Shares and Shinur suffered heavy losses, while Melya suffered small losses. Shinur’s net profit loss was 33.3944 million yuan, a year-on-year drop of 166.67%. Melya’s net profit loss was 5.592214 million yuan, a year-on-year plunge of 152.91%. Amid the decline, there were only two companies with “double growth” in revenue and net profit. George Bai’s revenue was 435 million yuan, a year-on-year increase of 2.29%; net profit was 49.8556 million yuan, a year-on-year increase of 13.02%. Heilan House’s revenue was 8.1449 billion yuan, a year-on-year increase of 70.5%; net profit was 1.613 billion yuan, a year-on-year increase of 83.57%. This is due to the high cost performance of Heilan Home. Chinese men’s clothing brands mostly take the mid-to-high-end route, and a suit costs at least more than 3,000 yuan. In 2014, Heilan House once again lowered the prices of some products by 15%.
Yang Dayun, chairman of Youta International Brand Investment Group, which mainly engages in investment and mergers and acquisitions, said that companies should consider the Chinese market from a global perspective through integration and mergers and acquisitions, because the Chinese market has become a domestic competition for international competition, and domestic competition is international. melted. Which domestic company would have thought that its domestic competitors would be ZARA and H&M from abroad? “Many companies go public for the sake of going public. For example, Nuoqi finally went public and then ran away. Why? Because it only raised HK$300-400 million from its listing, and the bank’s debt ratio reached 1.5 billion yuan, so listing did not solve the problem.”
There are also many companies that, when their IPO was not approved for two years, blindly opened stores in order to prepare listing reports, doubling the number of stores and business scale. As a result, the IPO was rejected, but taxes had to be paid as listed companies, and the newly added stores In the current market downturn, it has become a burden and a negative asset for the company. Therefore, the problems faced in the market are very complex.
China’s consumption structure has undergone tremendous changes. Consumer spending on clothing and home furnishings has been declining year by year compared with the growth rate of their income. The global average per capita consumption level of clothing is US$126, while in China it is only about US$96, which is lower than the global level. China’s market demand is huge. “We conducted a survey in France and found that French women spend more than 560 euros per capita on underwear and bras, while the per capita cost in China is only 116 yuan. This is because Chinese consumers regard underwear and bras as durable goods.” Yang Dayun said.
Shao Jian, chief investment officer of Harvest Fund Management Co., Ltd., said that this year, large-cap blue chips and small-cap stocks have performed alternately. In 2015, the market is likely to be characterized by rotation, differentiation, and high volatility. It is recommended that investors deepen their understanding of the fundamentals of investment targets, choose safer targets or entrust professional institutions to help invest, and strengthen risk management.
As a listed company, Li Rucheng, chairman of Youngor Clothing Holdings Company, has his own series of measures. He said that to speed up the development of Youngor’s leading products, we must pay special attention to the development of functional products; properly handle the relationship between discounts, special offers, gifts, expenses, effectiveness and gross profit margins, strengthen budget constraints, and strictly control the increase in expenses within 30%. , improve product gross profit margin; adjust the relationship between the industrial chain and the supply chain, optimize the industrial chain, cultivate the supply chain, and strengthen development cooperation; pay attention to team training and the cultivation and introduction of talents; explore distribution relationships under the new situation, and distribution should be directed to the front line Employee tilt, and gradually improve various welfare systems to ensure that the income of all types of professional talents is higher than the average level of their peers. In addition, it is very important to balance the relationship between shopping malls, self-operation, franchising and group buying. Focus on rewarding mall pioneers, increase the proportion of shopping mall sales, standardize franchising, and strengthen self-operated store management.
Song Qinghui said that since 2014, the dividends brought by China’s reform have begun to attract more and more attention from the world, and China’s weight in the world economy has become increasingly important. China’s continuous deepening of reforms is also an important opportunity for countries around the world. As a commentator article in the German media stated: China has proactively made strategic adjustments to adapt to the new economic situation, and the world should follow China’s footsteps.
