In The First Half Of The Year, The Market Was Weak, And Leisure Clothing Enterprises Increased Business Adjustment And Optimization.

Looking at the performance of Semir clothing, Taiping bird, Mei Bang clothing, and these listed companies in the first half of this year, the growth of casual wear business is generally weak, and enterprises are stepping up their efforts to adjust and optimize their business.


Semir apparel revenue growth in the first half of the year, the growth rate of casual wear business is slower.


In August 26th, Semir clothing issued semi annual report in 2019. The first half of the year achieved 8 billion 219 million yuan in business revenue, an increase of 48.57% over the same period last year, and a net profit of 722 million yuan attributable to shareholders of listed companies, an increase of 8.2% over the previous year. The net profit of shareholders belonging to the parent company after the deduction was 669 million yuan, an increase of 8.02% over the same period last year. Semir apparel said revenue growth was mainly due to domestic leisure wear business, stable growth of children's business and the merger of French KIDILIZ group in the first half. As of June 30, 2019, there were 10161 offline stores, including 1218 Direct stores, 280 affiliated stores and 8663 franchised stores.


Semi annual report shows that the first half of Semir clothing business income of 5 billion 212 million yuan, an increase of 81.66% over the same period, faster growth, accounting for 63.42% of the company's total revenue, accounting for further improvement. Semir apparel said that in the first half of 2019, the company's children's clothing section optimized the multi brand business portfolio, and took the Barbara brand as the leading brand in the popular children's market segment. The brand of marcard was selected for market segmentation. In the high-end segment market, KIDILIZ group's CATIMINI brand and ABSORBA brand were the main brands, and CATIMINI brand and ABSORBA brand had opened stores in many domestic cities. The company has carried out strategic cooperation with famous chain shopping centers, laying out high-end channels, focusing on the development of shopping centers, department stores and outlets, the development of shopping centers and stores, and the development of e-commerce channels. The proportion of ubiquitous shopping centers has increased.


In addition, the growth rate of e-commerce business is relatively fast. In the first half of the year, the electricity business revenue of the company was 2 billion 167 million yuan, an increase of 35.06% over the same period last year. Among them, Zhejiang Semir Agel Ecommerce Ltd achieved operating income of 2 billion 73 million yuan, an increase of 29.01% over the same period, and the Minibalabala revenue of e-commerce brand grew by 102.88% over the same period last year. The KIDILIZ business income after the first half of the year is 82 million 882 thousand and 900 yuan.


In the casual wear business, semi annual report shows that the first half of the company's leisure wear business income of 2 billion 944 million yuan, an increase of 12.15% over the same period, the growth rate is relatively slow. Semir apparel said that in the first half of the year, the company released a new positioning of casual wear brand, put forward "quality in daily" brand value proposition and as a brand philosophy, and cross-border cooperation with well-known IP, expand the category, explore the business opportunities of women's underwear, optimize the supply chain of shoes, and create shoe benchmarking shops.


Pacific bird net profit fell in the first half of last year, adjusting channel structure


In August 19th, the Pacific bird released its semi annual report in 2019. The first half of the year achieved operating income of 3 billion 120 million yuan, a decrease of 1.54% compared to the same period last year. The net profit of shareholders belonging to the listed company was 132 million yuan, a decrease of 33.06% compared with the same period last year. The net profit of non profit deduction was 24 million 536 thousand and 600 yuan, a decrease of 66.87% over the same period last year.


Taiping bird said that the company's first quarter revenue decreased by 4.5%. The net profit from the non recurring gains and losses attributable to shareholders of the listed companies decreased by 65.4%. In the two quarter, the company controlled the management fees, strengthened the management of commodities and the retail operation, reversing the downward trend in the first quarter, and operating income increased 2% compared to the same period last year. The net profit attributable to shareholders of listed companies was 9 million 350 thousand yuan after deducting the net profit from non recurring gains and losses.


Taiping bird said that in the first half of 2019, the company focused on improving the profitability of its stores and improving the quality of its operations. In the first half of the year, there were 184 new stores and 324 franchised stores, 111 outlets were closed, 556 franchisees, and 8 affiliated stores. In the first half of the year, there were 73 open outlets in the first half of the year, 232 stores closed, and 8 stores. As of the first half of 2019, the number of offline stores was 4427.


Half year report shows that as of the first half of 2019, the company has 2830 stores, accounting for 63.9% of the total number of stores. Taiping bird said franchisees operate independently in terms of management decisions, commodity management, personnel management, financial management and so on. In the course of daily operation, there may be some problems such as inadequate execution of company policies, difficulty in meeting management requirements and even changes to other brands, thus affecting the brand image and business performance of the company. In addition, the company's stock is still relatively large, accounting for a higher proportion of total assets, which needs to be focused and managed. On the one hand, on the one hand, the company promotes the supply chain fast reverse management, promotes the new product production and marketing rate, and reduces the stock formation. On the one hand, it handles the over season goods through the channel such as electricity supplier and Ole, and optimizes the stock structure.


Smith Barney wore a loss in the first half of the year, and continued to close down inefficient outlets.


In August 23rd, the United States and costumes released semi annual report in 2019. The first half of the year achieved operating income of 2 billion 699 million yuan, down 31.47% compared with the same period last year. Net profit attributable to shareholders of listed companies was 138 million yuan, down 359.61% from the same period last year.


In the first half of the year, the company continued to optimize its channel structure, shutting down and adjusting inefficient Direct stores, which has an impact on the company's short-term performance, the company said. At the same time, due to the factors of commodity delivery in the first half of the year, the impact of the new product listing rhythm in the spring and summer of 2019 led to the short term market failure to meet the market demand, resulting in a relatively short term impact on the first half performance. The company has attached importance to the delivery management of goods, and the related problems have been solved. The future listing of the company will go ahead as planned.


At the same time, Smith Barney also expects net profit loss to shareholders of Listed Companies in the first 2019 quarters of three to 220 million to 140 million, a year-on-year shift of -648.09% to -448.78%. The main reason is that the company adjusts its channel structure and closes its inefficient Direct stores, which will adversely affect the performance in the short run. In the first half of the year, the company's sales revenue declined compared with the same period last year, and the company's performance in the first three quarters of this year is expected to be a loss. The company will enhance its sales revenue by strengthening the management of the commodity sales rate plan in the future.


American Apparel said that the casual wear industry of the company was significantly influenced by the macro-economy. There are many uncertainties in the international political and economic environment. It also brings many uncertainties to the domestic macro-economy. The main business development and profitability of the company are faced with the risks brought by the domestic macroeconomic fluctuations.


In May 24th, Mei Bang clothing returned to the Shenzhen Stock Exchange's annual report of 2018. The Shenzhen Stock Exchange mentioned that the company achieved profitability in 2018, but its net profit margin was only 0.53%, and the company's main garment business is still losing money, asking whether the main business of the company has continued profitability. Since the 2016 year, the company has focused on the main industry, promoting the transformation and innovation of its own brand business, optimizing and expanding the channel structure, and improving the retail management capability to promote the company's performance, said the American Apparel. The profitability of the company's main garment business has been continuously improved, attributable to the net profit of shareholders of listed companies after deducting non profits and sustained losses reduction, and realized profitability in 2018. However, judging from its performance in the first half of 2019, the company failed to maintain its momentum of turning losses into profits last year.


Search in the first half of the year, net profit fell year by year, believed to be affected by the macro market environment.


In August 27th, the company issued a semi annual report in 2019, which achieved 6 billion 77 million yuan in the first half of the year, a decrease of 44.14% compared to the same period last year, a net profit of 185 million yuan attributable to shareholders of listed companies, a decrease of 56.94% compared to the same period last year, and a net profit of 185 million yuan attributable to shareholders of listed companies after deducting non recurring gains and losses, a decrease of 48.27% over the same period last year.


The main reason for the decline in the first half of the year is the decline in the performance of the company's business. In terms of supply chain management business, the macro-economic environment is becoming more and more complex and the economic downward pressure is increasing. For this reason, the company continues to slow down the development speed of the supply chain management business. At the same time, because the atomic company Shaoxing Xing Lian Supply Chain Management Co., Ltd. was changed from a controlling subsidiary company to a joint venture enterprise in October 2018, it was no longer included in the consolidated statement of the company. The above factors made the supply chain management business decrease considerably compared with the same period last year. In the first half of this year, the supply chain management business achieved a total operating income of 5 billion 83 million yuan, accounting for 83.49% of the company's total revenue, down 44.01% from the same period last year. In addition, as the price of raw materials such as cotton and cotton yarn declined, the gross profit margin of supply chain management business decreased compared with the same period last year, and the gross profit margin of material sales dropped from 5.45% to 4.55%, and the net profit of supply chain management business also declined. In the first half of this year, the supply chain management business achieved net profit of 69 million 316 thousand and 200 yuan, down 70.40% from the same period last year.


In the recent years, due to the weakening of the macro-economy, the total retail sales of consumer goods continued to decline, and the textile and garment industry also showed a downward trend. The growth of retail sales of clothing, shoes, hats, needles and textiles has been decreasing since 2015, and the consumption demand of domestic terminals is in the doldrums. In the first half of the year, the company's brand apparel business achieved a total operating income of 628 million yuan, down 23.19% from the same period last year. In addition, due to the weak market demand, the other fashionable electronic products business decreased significantly compared with the same period last year. The first half of this year achieved operating income of 359 million yuan, down 49.05% from the same period last year.


The leisure clothing business in search is mainly engaged in the "trend front" brand. Its consumers are positioned as young people aged 16-35, the price is priced as a fast fashion of parity, and the market is positioned as the three or four line market in China. The company said that it will continue to explore the "fast fashion" development mode, developers and shopping centers and new consumption channels.


The growth of casual wear business is weak, and garment enterprises are stepping up adjustment and optimization.


Looking at the performance of Semir clothing, Taiping bird, Mei Bang clothing and the first half of these leisure wear listed companies, it can be found that the performance of casual wear business of all enterprises in the first half of the year is hardly satisfactory. In these enterprises, Semir's clothing performance is relatively good. The net profit of the first half of the year has been increasing year by year, and its revenue increased by 48.57% over the same period last year, but it was mainly driven by the children's clothing business. The growth rate of casual wear business in the first half of the year was 12.15%.


In the face of the sluggish growth of casual wear business, various enterprises also took various adjustment measures in the first half of the year. Taiping bird said that in the first half of the year, the company focused on improving the profitability of its stores and improving the quality of its operations. In the first half of the year, the company opened 73 stores directly, closed 232 franchised stores, and 8 stores, and the total brand closed stores totaling 167 stores. Compared with Taiping bird, it closed the franchised stores, and the US state clothing said that the company continued to shut down and adjust inefficient Direct stores in the first half of the year, thereby affecting the short-term performance of the company. Semir apparel said the company released a new brand positioning for casual wear in the first half of the year, putting forward "quality in daily" brand value proposition and brand philosophy, and cross-border cooperation with well-known IP, expanding category, exploring women's underwear business opportunities and optimizing shoes.


Launch new brand positioning, expand category, adjust the channel structure, close inefficient outlets or outlets, open up electricity providers or outlets to deal with inventory problems. The above series of adjustment actions of leisure and clothing enterprises reflect that under the condition of weak market of casual wear subdivision industry, enterprises are stepping up the adjustment and optimization of leisure apparel business, hoping to reverse the decline in the second half and in the future, consolidate and cultivate core competitiveness in a relatively low market situation, find new market growth points, and return to the track of growth or rapid growth.