"Personalization" Or The Key To Survival Of Men'S Clothing Listed Companies

Nor is a listed company completely annihilated.

For example: the half year report of the new "individuality" men's clothing company, such as Hai Lan's home and CABBEEN, has achieved a high growth rate and many investors are delighted.

The first half performance report released by Hai Lan home shows that business income is 5 billion 683 million yuan, an increase of 61.53% over the same period, and the net profit attributable to shareholders of listed companies is 1 billion 228 million yuan, an increase of 82.79% over the same period last year.

There are 277 new stores, with a total number of 3164 stores, and the company has implemented a big store strategy (the new shop area is not less than 200 square meters). In the first half of this year, there were 44 "three in one" and "two in one" brand linkage shops.

Company management said that the increase in operating revenue was caused by the increase in stores and expansion of business scale.

But in the research report, the broker pointed out that high cost performance, direct channel marketing and brand extension are the key to the success of Hai Lan's home.

Its growth comes mainly from the expansion of channels and the enhancement of store efficiency, including the increase in the average area of shops.

The interim results released in 2014 showed that CABBEEN's net profit rose 47.1% in the first half of fiscal year, up from 76 million 909 thousand yuan to 113 million 100 thousand yuan in the same period last year, up 6.7% from 0.15 yuan a year earlier.

In the first half of 2013, the sales growth rate of CABBEEN same store was up to 9.8%. In 2013, the product sold out rate was 85%. In 2014, the product sold out rate reached 50%, and the average retail discount was less than that of the previous year.

Benefiting from the increase in demand for spring and summer products orders, the turnover of CABBEEN in the first half of 2014 was 429 million 400 thousand yuan, up 28% from 335 million 400 thousand yuan last year. Gross profit recorded a 29.7% increase from 144 million 400 thousand yuan last year to 187 million 300 thousand yuan, and gross profit margin increased 50 basis points to 43.6%.

EBIDTA core profit also increased by 30%, from 123 million 600 thousand yuan in the same period last year to 160 million 700 thousand yuan.

In the two quarter, CABBEEN operates 992 stores.

Yang Ziming, chairman of CABBEEN fashion board, said that under the background of the overall oversupply of the market, most brands were still produced according to the taste of the public. Unlike the traditional fashion brands, CABBEEN brand designers value the design of self and personality.

Clothing products need innovation, and we need to adhere to the personalized design concept.

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This year, the process of inventory and channel adjustment for men's clothing industry is continuing. The long adjustment period is a great test for the business strategy of enterprises. This also means that "personalization" or the key to survival of men's clothing enterprises in this round of shuffling.