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Tired men broke into by the brokerage brokerage service plate new bright spot
A shares continued to decline in the past two months, the textile and garment sector due to better than the market performance, as a capital safe-haven. A number of brokerage firms also mentioned this in their own research reports, especially in the men's clothing industry, and they are more "pen and ink". However, the face of this seemingly placid "Blue Ocean", men's brand practitioners seem relatively cautious. German men's brand Bin Bao China's operating side of Hong Kong Kim Shin Hing Group Chairman She Xujin that different from the business and casual men's fashion needs more style changes, how to balance the scale of the model is very important. Slight carelessness will be because of burning too fast led to funding chain rupture, the market out. Recently, Huatai Securities issued a research report for the textile and garment sector: the first half of the overall operating performance of the industry showed a rapid growth trend, especially in the medium-term brand overall good performance in the medium term. Among them, the average growth rate of brand home textile revenue and net profit reached 49%, respectively, 67% .At the same time, according to research reports, from January to September this year, performance forecasts and year-round orders will look, good performance is still sustainable. Therefore, high-quality brand enterprises throughout the year high growth more clearly. In addition to the "top-line" performance of the textile and apparel industry as compared to other consumer products, brokers generally focus their attention on men's wear, especially casual men's wear. China Merchants Securities Research reported that the fashion leisure industry is more significant than the growth of business casual and formal wear. On the other hand, the new generation of market monitoring agency research shows that the Chinese menswear in the next 3-5 years, good growth momentum, due to changes in the mainstream consumer groups, consumer trends will be fashion casual wear (54% growth rate), and gradually replace the business (38%), the former will be the most growth of new apparel category. "We are more optimistic about the development prospects of the brand men's clothing." CITIC Securities research report said that China's brand apparel consumption in a high growth cycle, the competitive landscape of men's clothing industry is more stable, the mainstream brand obvious advantages, the concentration is expected to further enhance. Men's company channel expansion more stable than the casual clothes company, but consumers because of brand loyalty, price-sensitive low, which formed a men's high profitability. According to its statistics, the current valuation of the brand apparel segment 35 times earnings, menswear industry 26 times, valuation has the advantage. Merchants Securities believes that the next 1-2 years, the fashion leisure industry is more significant than the growth of business casual and formal wear, medium and long-term space is also broader. However, the market is vast, but it really does not have to be manipulated like the environment looks so "beautiful." "Men's market has begun to be the main body after 80, they gradually become the backbone of urban consumption, generally higher education, self-evident personality, with a certain aesthetic ability." Public relations researcher at Sun Yat-sen Lin Jingxin believes precisely because of the above characteristics , They asked the brand to be "fast fashion." But it is difficult for enterprises, especially for just started fashion brand, not many retail terminals, the product does not meet certain MOQ, the upstream suppliers are mostly unwilling to cooperate. She has more than 20 years experience in retail apparel and apparel business is deeply aware of this. "Although fashion men's wear is a fragmented market, there are also hard-to-find market barriers. First and foremost is the integration of the product chain, from product development to supply chain integration. All these are great challenges." In 2006, She Xujin came into operation Bin Bao brand, his approach is always insisted on the integration of international design resources for product development, preemptive treasure in the fashion itself, gain a firm foothold, the introduction of venture capital and then gradually expand the promotion of investment. In contrast, Xu Xin into the men's line of new brands are more inclined to invest heavily in an attempt to drive the rapid promotion of channels. Among them, the men's apparel brand PPG is a typical example. When the fund flow can not support endless promotion, the product itself is difficult to support the brand and eventually "crashes." In addition, the retail terminal rents continue to rise, how to pack the brand even more under the limited resources 80 male customers, has also become an important issue. Throughout the field of men's fashion category, beginners are basically from the beginning of the "burn money" to open a few larger direct sales outlets, set up the image, and then open up to join, to see who can survive this first pass . If we can introduce venture capital in the process, how much will we be able to lengthen the process of burning money, but if there is no investor "asking for help," it will soon lose everything. An unnamed Guangzhou well-known shopping malls, head of marketing department told reporters to the South are now "street shops" the price has been outrageous, therefore, more and more brands fought mall channels, which in turn led directly to the mall rents soared . "Now some shopping malls even sign half a year, admission fees and security fee is also getting higher and higher." "And its dilemma, it is better from another perspective." She Xujin approach is the introduction of "4S concept" to build sales, experience, personality Service and fashion salon as one of the conceptual living hall, breaking the single function of the sale of goods, the store will be more like packaging for the male fashion consumer groups community. In fact, in addition to Bin Bao, a domestic fashion casual menswear brand, including Carbin and GXG, is also adjusting its strategy to find a balance between product, reputation, scale and capital. Data From January to July this year, the total retail sales of textile and apparel enterprises above the designated size reached 427 billion yuan, an increase of 24.2% over the same period of 2006. Of which, the total retail sales of textile and clothing in July was 54.2 billion yuan, up 24.1% , Down 0.5 percentage point from June but still up by 6.9 percentage points from the total retail sales.