Lee Lang Orders Will Be Cold, Refraction Of The Apparel Industry Downturn

September 20th, in China

Second days after announcing that the order would be bad, its share price fell by 10.25%, and its share price shrank by nearly 20% in four days.

Insiders say that the drop in share prices is due to the unsatisfactory situation of previous orders.

State securities Zhang Bin told reporters that the market is right.

The total amount is relatively sensitive. "The growth of this order shows the performance in the first half of next year."

Reporters learned that compared with last spring and summer orders, the total amount of the main brand LILANZ, which accounted for 93.6% of the total sales of clothing, dropped by 9%, far below the 12% growth rate of the last order.

At the same time, the order growth rate of China's L2 core brand was also reduced from 40% in the previous year to 17%.

This result is not related to the price rise this year.

"Price and sales volume have a certain corresponding relationship, price rise will inevitably lead to lower orders, and orders are very sensitive to prices."

Zhu Qinghua, a light industry researcher at CIC, believes that the clothing industry is in a slump, rents and labor costs are rising, so that the channel operators pay special attention to the price in order to avoid the loss caused by the high cost of purchase.

Li Lang said that the order of LILANZ spring and summer orders declined, mainly reflecting the economic slowdown, coupled with the bad weather in spring and summer this year, and slow sales of products, so that the distributor's order will tend to be cautious.

Li Lang belongs to

"Relatively speaking, formal clothing is less affected by external economy and needs more stability, while casual men's clothing is more elastic.

The situation of the order is not optimistic, it also reflects the current situation of China's apparel industry downturn.

The growth rate of high-end brand in men's clothing is slower than that in 2012, with an average growth rate falling from 30% to 10%.

Zhu Qinghua said that men's clothing industry has been favored before, the key lies in men's clothing inventory rate is low, but men's clothing sales are also in the downstream channel, the performance level is not as good as before.