Shanghai, China - In recent years, many Chinese fashion brands have celebrated their 20th anniversary, such as the upcoming Icicle, and the 20th anniversary of last year's celebration of China's earliest designer brand exception Exception de Mixmind. Brands have a life cycle, can persist for 20 years, and continue to bring new ideas to consumers, it is not easy, it is worth celebrating. After the reform and opening up, many brands have also achieved success in the capital market and have gone public.
In China, the earliest clothing brands and listed companies are the menswear brands Youngor and Shanshan, which landed in the capital market almost in the late 1990s, when Icicle and exceptions were just created. But for now, Youngor’s main business is real estate. In the stock market, everyone has not classified it in the textile and apparel sector, and Shanshan’s main business has long since turned to lithium batteries. The family completed the original accumulation with the clothing industry and then moved toward diversification.
Since then, the second batch of clothing companies have been listed on the market for almost 10 years. The news is listed in 2007, Metersbonwe is in 2008, and Senma is in 2011. The former is the same as Youngor and Shanshan. The suit is dominated, while the main categories of Metersbonwe and Senma are taking the casual wear route.
In the past, Youngor’s previous target brand was Boss, and Boss was divided into different branches. Youngor also planned to split the product line, for example, the Golden Younger series of imported fabrics. Shanshan hopes to take a multi-brand route. At that time, there are dozens of internal brands in its group. The two competitors have to fight from time to time. Looking back at the two strategies, Boss is not as good as it is, but at least it is stable. As for the multi-brand group, it is the strongest, and even Coach and Michael Kors have acquired. Kate Spade and Jimmy Choo started the American multi-brand group dream. Although the demand for business in the suit business is growing slowly, for many industries, it is still the demand category in the clothing industry. In addition, there is a huge uniform market. If it is too big, it can also be OEM for other enterprises.
Metersbonwe and Senma made the life of the Hong Kong-owned casual wear brand. They joined the agency street paving route and went deep into the whole country, gradually making Benny Road, Giordano and Fort Lions marginalized. However, the biggest problem with casual wear is that consumers will iterate, and as consumers age, brands will instantly lose target consumers. The industry's second child, Senma's timely launch of Balla Balla children's wear, directly targeted the second generation of the original target consumers, the current sales of children's wear reached 5 billion, the proportion is close to the group's turnover of 50%. Industry boss Metersbonwe has undergone several years of pains in the last month to make major adjustments to the brand, from a single leisure style to five styles, respectively, leisure style NEWear, trend fan HYST YL, urban light business NÅvachic, street fun MTEE And Mori is ASELF.
The deeper level is the channel change, recognizing the failure of the Internet transformation. Under the tropics, it has turned to the shopping center. In addition to the first- and second-tier cities, it is necessary to go deep into the 3, 4 and 5 lines and launch a variety of shops. The area is 150 square meters of multi-style capsules to 1500. The full-size flagship version of the flat meter, which has been tried since the beginning of last year, is said to have received a good response.
It is worth mentioning that the current domestic clothing listed company has the largest market value of Haishu's home. Its market value exceeds 40 billion yuan. Last year's sales exceeded 17 billion. It is positioned as a “national brandâ€. There is no obvious fashion attribute but it is not affected by the trend; And another search in the top of the market value, directly to the third- and fourth-tier cities, through its own 10 sub-brands in the country's 2000 "trend frontline" collection stores. Beyond the listed company, Haishu House is also the Chinese agent of the Italian menswear brand Canali. The understanding of the brand is very profound. Searching for special investment in a large number of e-commerce apparel brands, cotton, linen, large-size and ethnic style products, these market segments are not at the forefront of fashion, but the demand is huge, the understanding of the Chinese market is very deep.
The clothing companies listed in the past two or three years are concentrated in the women's wear industry. Vignas is in 2014, and the songs are in 2015. Anzheng, Taiping Bird, and Japanese Broadcasting are listed this year, and the IPO is suspended. These brands are positioned in the high-end, catching up with the rapid development of China's fashion industry, the higher gross profit margin makes the channel more comparable to the low-cost casual wear, department stores, shopping centers, street shops can be successful Make the brand into the billion club.
Today, the price-earnings ratio of China's stock market is the highest in the world. A few days ago, a piece of news was ironic, saying that China's GEM has finally fallen to the Nasdaq level after two years of falling P/E. This means that clothing companies listed in China can raise more funds, and the money can make a big stride to realize the brand dream, but the capital market needs to answer the volume every year, every six months, and quarterly, but the brand development in the traditional sense is It takes a long time to accumulate, and it is often counterproductive to catch a duck.
Looking at the clothing companies listed in the past two years, some brands have experienced a decline in performance, so it will be difficult to maintain the original valuation and stock price, and many of these brands have indicated that they will stick to the main apparel business, so Mergers and acquisitions have become the easiest way to improve the performance of consolidated statements, and now it is the same as many foreign brands waiting for prices, perhaps this is the mainstream of this round. Vigna, which was listed before the stock market, added 4.4 billion to buy the Korean clothing brand Teenie Weenie last year. Ge Lisi successively acquired the German brand Laurel, the French brand IRO and the American brand Ed Hardy, and the Taiping bird invested. French brand Alexis Mabille has developed its brand resource architecture. Whether Anzheng and Japanese broadcast will follow the same path, let us wait and see.
Editor in charge: Wang Zhen
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