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Analysis Of Category Dynamics Of 8 Men'S Clothing Listed Companies

2013/7/27 22:32:00 45

Men'S Wear Industry Men'S Wear Market Men'S Wear Brand Men'S Clothing Enterprises

shirt: YOUNGOR's "big boss" status is hard to shake. Business casual brand grows rapidly.

in the 13 listed companies, the reporter disclosed to the enterprises in 2012 that there were 8 sub categories of income, namely, YOUNGOR, seven wolves, nine Mu Wang, good news birds, red bean stocks, Hinur, Busen shares and card slave road.

There are four kinds of sub categories: shirts, suits, jackets and T-shirts.

> 8 enterprises have < a href= "//www.sjfzxm.com/news/index_c.asp" > shirts < /a > category.

From the scale of shirt revenue, YOUNGOR shirts ranked first in revenue, 1 billion 415 million 157 thousand and 500 yuan, and it is the only enterprise with a single shirt category earning more than 1 billion yuan.

Seven wolf row second, for 342 million 821 thousand yuan; nine Mu Wang row third, for 339 million 229 thousand and 700 yuan; good news bird row fourth, for 288 million 500 thousand yuan; red bean shares fifth, 170 million 12 thousand and 300 yuan; zoru row sixth, 163 million 33 thousand and 900 yuan; Busen shares seventh seventh, seventh yuan; card slave road row of seventh, for the yuan.

from the year-on-year growth of the shirt revenue, 6 of the 8 enterprises have achieved growth.

The fastest growth rate of the seven wolves was 121.83%, an increase of second over the same period. The growth rate of the card slave road was second, an increase of 54.45%; the growth rate of the nine Mu Wang was third, an increase of 48.35% over the same period last year; the growth rate of the birds was fourth, an increase of 34.36% over the same period; the growth rate of YOUNGOR was fifth, an increase of 12.86% over the same period;

Two enterprises have reduced their shirt revenues, Hong Kong shares have decreased by 4.66% compared with the same period last year, and Busen shares have fallen by 10.45%.

In the 8 enterprises, from the absolute quantity, YOUNGOR, which started with < a href= "//www.sjfzxm.com/news/" > Formal Dress < /a >, is still a well deserved shirt "boss". Its single shirt revenue is larger than that of the other 7 enterprises.

The seven wolves and nine Mu Wang shirts, which are located in business and leisure, are of the same size. Their revenues are all above 300 million yuan, which are higher than those of good birds, such as suits and shirts.

from the proportion of shirt revenue to a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > business total revenue in 2012, YOUNGOR accounts for 34.66% of the total, far higher than the other 7 enterprises, showing the status of "big boss"; the share of Busen shares is 21.37%; the proportion of red bean shares is 18.2%; the proportion of Busen is 13.82%; the proportion of nine herdmen is 13.04%; the proportion of the birds is 12.8%; the proportion of the seven wolves is 10.35%; the card slave road occupies the least proportion, about 8.38%.

YOUNGOR increased by 5.37% compared with the same period of last year, and second of the total was 69.38%, which was higher than the gross profit margin of 65.09%, a decrease of 2.92% over the same period last year, and third of the reported birds were 65.6% (higher than the total gross profit margin of 62.14%), which increased by 6.76% compared with the previous year. The nine Mu Wang Pai was 6.76% (higher than the combined gross profit margin of the gross domestic product), increasing by the same period last year. judging from the gross profit rate of shirt category, the card slave road ranked first, at 73.75% (above 66.75% gross margin).

it can be found that, besides the "big boss" YOUNGOR, the companies of red bean, Hinur and Busen are all dressed up in suits, such as suits and shirts, and shirts are their traditional superior categories. They rank the top in the proportion of shirts, but from the perspective of revenue growth, they either increase slightly or have a larger decline.

And seven wolves, card slave Road, nine Mu Wang, the three are positioned as business and leisure enterprises, shirts category speed up the top three, the growth is very rapid.

Moreover, the shirt of the nine Mu Wang is higher than the wedding bird at present, which is equal to that of. The proportion of the shirts of the seven wolves is more than 10%.

gross margin, 7 enterprises in 8 enterprises have gross profit margins higher than brand gross profit margins, and the gross margin of brands is in a state of pull up.

Positioning high-end card Nu Di shirt shirt gross profit rate is more than 70%, YOUNGOR, wedding bird's shirt gross margin is as high as 60% or more, this is reasonable.

But it is worth noting that by the brand effect, the gross profit rate of the shirts of the nine herd kings has reached more than 60%.

comprehensive analysis can be found that the competitiveness of traditional non dominant shirts and single products is greatly improved for commercial a href= "//www.sjfzxm.com" > casual men's wear /a > brand.

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suits: five enterprises' revenue growth, business and leisure brand growth ranked three, /p >

In the above 8 enterprises, except P, they have disclosed the management of suits.

In addition, Dayang creation also revealed the processing and sales of suit products.

from the < a href= "//www.sjfzxm.com" > Suit > /a > category camp, YOUNGOR ranked first, 1 billion 118 million 71 thousand and 800 yuan, no increase or decrease last year. It is the only enterprise in 8 enterprises with a western dress income of over 1 billion yuan.

The revenue of Zhe's suit was second, which was 561 million 96 thousand and 900 yuan, and its leisure suit was 195 million 958 thousand and 300 yuan, up 3.01% compared with the same period last year, and its gross profit margin was 30.28%, a decrease of 4.84% compared to the same period last year.

The total of the two items is 757 million 55 thousand and 200 yuan.

The sales of processing and sales (including customized) of Dayang's creation suit was third, which was 509 million 72 thousand and 400 yuan, down 9.14% from the same period last year.

Red bean shares ranked fourth, 365 million 867 thousand yuan; nine Mu Wang row fifth, 211 million 521 thousand and 100 yuan; seven wolf row sixth, 167 million 400 thousand and 400 yuan; Busen shares seventh, 125 million 691 thousand and 200 yuan, a year-on-year decrease 16.04%; card Nu Di road eighth, 62 million 313 thousand and 700 yuan.

from the proportion of Western clothing revenue to the overall revenue of the clothing business, the total proportion of the total clothing and casual suits of Xi Nu is 64.18%. The sales of processing and selling (including customization) of Dayang's creation suit is about 60%; the share of the red bean is 39.18%; the YOUNGOR is 27.38%; the Busen share is 19.24%; the card slave road is 9.8%; the nine herd king is 8.1%; the seven wolf is 5.05%.

from the view of the increase and decrease of the suit category revenue, five enterprises are in a growth trend.

Card Nu Di road grew the highest year-on-year growth rate of 75.08%, and the seven wolf growth rate increased by second, an increase of 29.36% over the same period last year; the growth rate of nine Mu Wang was third, an increase of 23.94% over the same period; the red bean growth rate was fourth, an increase of 17.08% over the same period last year; the growth rate of znor suit was fifth, an increase of 4.91% over the same period.

There was a big decline in the Western clothing revenue of Dayang creation and Busen shares.

＜p＞　　从西服品类毛利率看，卡奴迪路排第一，为72.1%(高于66.75%的综合毛利率)，同比增6.5%;雅戈尔排第二，为61.73%(低于65.09%的综合毛利率)，同比减3.44%;九牧王排第三，为51.14%(低于57.79%的综合毛利率)，同比减少1.40%;七匹狼排第四，为50.77%(高于45.48%的综合毛利率)，同比增长4.23%;希努尔排第五，为46.84%(低于47.69%的综合毛利率)，同比减少0.47%，与休闲西装的平均毛利率为38.56%;步森股份排第六，为31.87%(低于39.36%的综合毛利率)，同比上升3.05%;红豆股份排第七，为26.08%(低于32.20%的综合毛利率)，同比增4.02%;大杨创世(含加工、订制)排末位，为25.96%(低于30.01%的综合毛利率)，比上年减少0.87%。

Among them, only two brands of Western clothing gross profit margin is higher than the brand comprehensive gross profit margin, the remaining few are in the state of pulling down the comprehensive gross profit margin.

This is different from the situation that many people feel that the gross profit margin of Western-style clothes is rather high.

it can be found that from the scale of the Western clothes and the proportion of total revenue, the traditional enterprises are still the protagonists, especially those enterprises like Hinur and Dayang, which includes the processing and customization of suit business, which contributes 60% to the overall revenue and reaches nearly 40% of the red bean shares.

Compared to P, suit is only the supporting role of card slave Road, nine herd king and seven wolf wolf in business and leisure positioning, accounting for less than 10%.

However, from the relative growth rate, these three enterprises ranked the top three, while the sales of Western clothing categories were strong, and the growth of the card slave road was as high as 70%. The seven wolves and the nine herdmen achieved a double-digit high growth rate of more than 20%.

Judging from the gross profit margin of the suit category, the three enterprises are also outstanding.

The gross profit rate of the card slave road is as high as 60%, and the gross profit margin of the seven wolves and nine Mu Wang is as high as 50%.

Moreover, the gross profit rate of the two brands of the card slave road and the seven wolves is higher than that of the brand gross margin.

This shows that suits and shirts are becoming new growth points for business and leisure enterprises and bring better profit margins.

from the overall situation of shirts and suits, we can make such a judgement that the market space of the dominant products of some of the brands that are not prominent in brand is being occupied and squeezed by the leading business casual brands with brand influence.

Even the two dominant categories of suits and shirts of the leading enterprises are much lower than those of business casual enterprises. This shows that their market has also been partially diverted.

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seven wolf wolf jacket growth is still strong. The growth of the T-shirts of the formal enterprises is obviously less than /strong > /p >

There are 4 enterprises in the above 8 enterprises who have disclosed the business of jacket category separately. P

Seven wolves jacket category revenue 519 million 991 thousand and 500 yuan, an increase of 29.95%; 9 Mu Wang jacket revenue was 498 million 657 thousand yuan, an increase of 9.30%; Busen jacket jacket revenue 133 million 814 thousand and 700 yuan, down 9.2% over the same period; the wedding bird jacket jacket revenue of 123 million yuan, down 8.49% over the same period.

In addition, the total revenue of jacket jacket in Ka Nu Di road was 69 million 456 thousand and 600 yuan, up 31.57% over the same period last year, and the revenue of the cotton jacket was 17 million 174 thousand and 700 yuan, a decrease of 18.47% compared with the same period last year.

jacket is the "fist" advantage product of seven wolves.

Seven wolves, as the "boss" of business leisure brands, < a href= "//www.sjfzxm.com" > jacket "/a" > single category revenue the largest scale, accounted for 15.7% of the total revenue of clothing; in several enterprises, the highest growth rate of revenue, reaching nearly 30%; the nine shepherd jackets accounted for 19.17% of the total revenue, higher than the seven wolves, but its revenue growth was less than 10%.

The proportion of jackets made by Busen is 20.48%, which is higher than that of the seven wolves and nine herdmen.

The ratio of wedding birds jacket to total revenue is 5.46%.

The proportion of jacket and windbreaker accounts for 10.92% of total revenue, but its revenue growth is very high, reaching more than 30%.

from the view of the gross profit margin of the jacket, the wedding bird is 61.05%, down 48% compared to the same period last year. The gross profit margin of the cotton jacket is 55.23%, down 1.87% compared to the same period last year. The king of nine herd is 55.30%, an increase of 1.96% over the same period last year; the seven wolf wolf is 45.03%, an increase of 1.68% over the same period; Busen shares 40.13%, up 7.25% over the same period.

In addition, the gross profit rate of jackets road jacket was 69.09%, up 4.95% over the same period last year.

in view of the fact that jackets and T-shirts are larger categories of business casual wear, the operation of several brands of < a href= "//www.sjfzxm.com" > casual wear "/a" and T-shirts are also sorted out here.

2012, YOUNGOR's brand casual wear revenue was 1 billion 549 million 935 thousand and 200 yuan, an increase of 19.76% over the same period, the gross margin was 63.59%, an increase of 0.74% compared with the same period last year, and casual wear accounted for 37.96% of its total clothing revenue.

Red bean casual wear revenue 288 million 739 thousand and 500 yuan, an increase of 23.99%, gross margin 44.63%, an increase of 9.27% over the same period.

T-shirt revenue, seven wolves in the largest number of enterprises, 470 million 222 thousand and 800 yuan, an increase of 4.02% year-on-year, 181 million 900 thousand yuan, the year-on-year increase of 47.3%; card NDI road was 149 million 552 thousand and 800 yuan, an increase of 40.17%; nine Mu Wang 144 million 558 thousand yuan, a year-on-year decrease of 7.08%; red bean shares 42 million 927 thousand and 800 yuan, an increase of 10.85% over the same period.

The gross profit margin of T-shirts was the highest among reported birds, 70.19% for the year-on-year increase, 9.54% for year-on-year, 69.94% for the Nanti Road, 4.82% for the same period last year, 0.77% for the nine year old king, 50.32% for the year-on-year increase, 2.99% for the same period last year, and 28.75% for the red bean, up 2.87% over the same period last year.

an interesting phenomenon can be found: in the two categories of shirts and Western-style clothes, YOUNGOR and other enterprises with positive clothing have a lower growth rate or a slower growth rate due to the larger traditional base, while the business leisure enterprises such as the seven wolves are in a strong growth state.

In the business and leisure representative category of jackets, the growth rate of the strong brand seven wolves is strong, while that of the nine herdmen has increased by about 10%. While the competition of the enterprises is not good enough, the news birds and Hinur have declined considerably.

< < a href= > //www.sjfzxm.com > T shirt > /a > revenue increase or decrease. The best dressed enterprises have the highest growth rate, nearly 50%, the gross profit margin is the highest, and the share of red bean has increased by more than 10%;

In casual wear, YOUNGOR accounts for nearly 40% of the total, and its growth rate is close to 20%.