Clothing Consumption Market Is Becoming More And More Complex.

The market outlook for men's wear is better, so it's better to attack the "main industry" than "foreign aid".

Since 2016, driven by the upgrading of consumption, the domestic clothing market has been revived.

According to the statistics released by the Statistics Bureau, the consumption of clothing per capita increased by 6.3% to 710 yuan in the first half of 2018 compared with the same period in the whole country.

According to the category, in this "warm current", children's clothing market is unusually hot. It can be called the "leader in driving recovery". It benefits from the global trend of "street trend", and the performance of sportswear is also good. In addition, the women's clothing market closely related to "new retail" has a certain breakthrough, which can be regarded as "moving forward steadily".

In contrast, only men's wear market performance is more complicated.

First of all, the development prospects of men's clothing are continuously optimistic by the market and capital. The recent trend of Semir's acquisition of JASONWU parent company equity, LVMH holding domestic men's wear GXG IPO to Hong Kong and so on will give people such a "sense of being".

In addition, the industry research institute has a relatively optimistic outlook on the outlook for men's clothing market.

Chi Yan consulting estimates that the Chinese men's wear market will maintain a steady growth of 13.1% in the forecast period from 2016 to 2020. In 2017, the retail market of men's wear market reached 676 billion 100 million yuan. In 2020, the retail market of men's wear market is expected to reach 979 billion 300 million yuan.

However, judging from the first half performance data released by men's clothing listed companies in recent two months, the pace of recovery of men's leading enterprises does not seem to be in a rhythm.

The sales and profits of the enterprises that have warmed up quickly have achieved double litre: the Hai Lan home located at the top of the "Pyramid" has achieved a turnover of over 10 billion yuan in the first half of 2018, an increase of 8.23% over the previous year, and a net profit of 2 billion 100 million Yuan attributable to shareholders of the listed company, an increase of 10.2% over the same period last year.

In addition to the home of Hai Lan, the performance of the wedding birds and men's clothing were also good. The business income of the birds in the first half of 2018 increased by 23.08%. The net profit of the shareholders belonging to the listed companies increased by 228.72% over the same period last year. The sales of lon Lang Mens in the first half of 2018 increased by about 1 billion 300 million yuan, up 26.5% compared with the same period last year, and the net profit was about 340 million yuan, up 25.9% over the same period last year.

In a slightly poorer business, sales data have increased, while overall operating profits have declined.

For example, in the first half of 2018, the sales revenue of seven wolves was 1 billion 459 million yuan, up 13.83%, and the net profit attributable to the shareholders of the listed companies was 135 million yuan, up 10.49% from the same period, but the non net profit declined by 6.15% compared to the same period.

The poorer YOUNGOR men's revenue reached 3 billion 590 million yuan in the first half of the year, down 33.59% compared to the same period last year. The net profit attributable to shareholders of listed companies was 1 billion 490 million yuan, down 27.28% compared with the same period last year.

Under the tide of industry rebound, the situation of men's clothing enterprises showing uneven performance is closely related to the widely diversified layout of these brands in the past few years.

In the semi annual performance decline, some brands are not selling well, but they are dragged down by the previously diversified layout.

YOUNGOR is the outstanding representative of this kind of situation. In the first half of the year, the sales revenue of the textile and garment sector finished by 13.03% increased from the same period last year, and net profit increased by 35.73% over the same period last year. However, the other two sectors of the group business, the real estate and investment businesses both declined seriously, and the net profit attributable to the shareholders of the listed companies decreased by 71.44% and 34.26% respectively compared with the same period last year.

In addition, the competition pattern of men's wear market is more and more complicated.

Compared with more than ten years ago, domestic menswear brands need to face more competitors than international brands and designer brands.

The international brand has a higher reputation, and the designer brand is very good at meeting the needs of consumers, which is more in line with the purchase preference of the "millennial generation" consumers.

CBNData's recent research report on menswear consumption also confirms this trend.

Through the analysis of the data of shopping basket change, it is found that with the change of the styles of dress matching, the consumers' preference needs to develop in the direction of internationalization and tide. Therefore, the agency suggests that the brand should be aware of the trend in advance in the new product development, and integrate the trend element into the new product.

A comprehensive analysis of the market situation of men's clothing listed enterprises as the leading and representative of the industry, we can see that although the trend of men's wear market is generally improving, the "bonus era" led by the seller in the early years and the output is equal to the sales volume has been fading away.

In the tide of consumption upgrading, consumers have higher expectations for the trend product "innovation and innovation". The demand gap has never been met and the market opportunity is huge.

Against such a trend, seeking foreign aid is not as good as "returning to the main business and increasing innovation".

Traditional men's clothing brands are going to diversify with their big strides. They expect to benefit from the non garment sectors such as finance and real estate. It is better to go further and carefully layout the main business, start with the new needs and new preferences of consumers, search for new growth engines from new product creation and brand innovation, cross their familiar and comfortable areas, make more high-quality and innovative word-of-mouth products, and break the stereotype of consumers' traditional Chinese men's "soil" and "no tide", so that they can fundamentally change the competition pattern and occupy the high tide.