Domestic and foreign apparel companies optimistic about the men's market

Editor's note: Bain Consulting's survey shows that the annual growth rate of luxury men's wear in China is up to 14%. It is expected that the Chinese market will account for 44% of the global market share by 2020.

"Money King" optimistic about the men's wear market, attracting all parties "princes" to join the competitive landscape "We performed quite well in 2011. Last year, not only the Asian market is growing at a good rate, but also very good sales in the United States and Europe, including Russia. Many tourists in Brazil, China and Brazil contributed a large part of their income."

The person who said this was Gildo Jigner, CEO of the Italian luxury brand Ermenegildo Zegna (Zernia). He said the background of this sentence is that there was news that Zegna had to go to Hong Kong for listing.

From the words of Gildo Jagner, we can also understand the reasons for Zegna’s listing in Hong Kong. Relevant data show that Zegna sales in 2011 increased by more than 20%, of which sales from mainland China and Hong Kong, Brazil, India and Russia accounted for 40% of sales, net profit rose by more than 3 times year-on-year to 60 million euros (approximately HK$639 million) In Zegna's 2011 store opening plan, more than half of the new stores will be opened in emerging regions such as China and Vietnam.

Also eyeing the Chinese men's market is France's PPR Group and LVHM.

PPR Group owns fashion brands such as Yves Saint Lauret and Balenciaga, but there are no high-end menswear brands. Last year, PPR Group wholly acquired Brioni, the Italian men's brand. The latter has more than 60 years of history and is deeply loved by many celebrities and movie stars. Interestingly, the PPR president once stated that he is interested in acquiring a Chinese brand that has “his own characteristics” instead of mimicking European luxury goods, but “it is hard to find in the fashion or accessories industry”.

Soon after the PPG Group took action, LVMH Group announced that it will make a large-scale adjustment to the Berluti menswear brand, which is also the sword to China. In addition to this, Hugo Boss, Burberry, Armani, Dunhill and other brands have established a foothold in the Chinese menswear market.

The reason why the men's wear brand has become the fragrant battle for international players, Chinese consumers are the number one heroes who make cake bigger. Bain Consulting's survey showed that the annual growth rate of luxury men's wear in China reached 14%. It is expected that the Chinese market will account for 44% of the global market share by 2020.

Chinese version of Zegna

Like the international big names, some domestic textile companies are equally optimistic about the men's market.

In 2010, Shandong Ruyi Group successfully brought RENOWN, which was once Japan's largest garment operator, into its arms, demonstrating its determination and confidence in entering the apparel industry. Six months later, Ruyi brought the Simplelife menswear brand to the China International Clothing & Accessories Fair 2011.

Ruyi Group Chairman Qiu Yafu said, “In the future, the company will gradually transform from a production-oriented enterprise to a brand operator. Ruyi will rely on the fabric business to strengthen the company's fabric brand, and then extend it to the downstream apparel sector to develop its own clothing brand, while relying on finance. Strength integrates mature clothing brands from the outside and Ruyi wants to do the Chinese version of Zegna."

Zegna's Chinese learners are more than satisfied. Shandong Nanshan Group also launched menswear brand MENSPLANET (Mans Brighton) in recent years.

It is understood that MENSPLANET was jointly developed by Nanshan Group, Japan's Zuohei Co., Ltd., and various cooperation agencies in developed regions such as Europe and America. Relying on Nanshan Group's advantages in the industrial chain from wool and wool tops to fabrics and clothing, MENSPLANET has become the leading brand for Nanshan Group to enter the business casual men's market through its fabric and apparel design centers and apparel fashion information centers in Milan and New York.

In fact, it is imminent that the textile industry is looking for new profit growth points due to unfavorable factors such as the unstable raw material prices and the appreciation of raw materials. While involved in clothing, textile companies have inherent advantages. In recent years, large domestic textile groups have been involved in the apparel industry, and in selecting clothing sub-categories, they have invariably selected men's clothing.

According to Zhao Huanchen, chairman of Shandong Yinyin Textile Group, which owns the Renault brand, “With the change in consumer attitudes and consumerism, business casual menswear has quickly become one of the most dynamic sectors on the market. Enticing, the market scale will continue to expand. We are based on this situation to launch the Renault brand.”

From the financial statements of domestic listed menswear companies, we can also find the growth of domestic men's clothing market. According to the statistics, compared with 2007, the net profit of Sainty's in 2010 has increased by 2.9 times, and that of Chinouer has increased by a factor of 2. Seven wolves have increased by 3.17 times.

At the same time, the various listed menswear companies' expectations for 2011 profit are also very impressive. Saint Angelopoulos expects 2011 net profit to increase by 35% to 55% year-on-year; Hinnor expects 2011 net profit to increase by 20% to 50% year-on-year. The Septwolves’ financial report showed that the net profit for 2011 was 410 million yuan, an increase of 44.87% year-on-year.

The famous American growth consulting firm Frost & Sullivan stated in its research report released in 2011 that under the support of huge consumer groups and rising spending power, China’s men’s clothing market will continue to maintain stable development in the future. situation. In terms of retail sales, the total value of the menswear market in China in 2008 was about 260 billion yuan; in just two years in 2010, the market has grown to 348 billion yuan, and is expected to continue to grow at a compound annual growth rate of 16.9%; In 2015, its market value will most likely double on the basis of 2010, exceeding 700 billion yuan.

Returning to the “blue sea” prospects of the garment industry's menswear industry, Youngor rethought the positioning of the apparel business.

In January this year, 450 million yuan was invested, and Youngor’s largest flagship store in the world with a construction area of ​​more than 10,000 square meters settled in the Hangzhou Wulin shopping district. This store not only has a live live show to allow customers to purchase on site, but also launches fashion consultants and visits. Tailor-made service. Younger uses such a "big ticket" to "announce" a return to the main business of clothing.

In fact, 2011 was a very difficult year for Youngor. Two of Youngor’s “troikas” were stuck. In real estate, like other companies, Youngor encountered severe control. In the area of ​​financial investment, the downturn in the capital market is also a blow to Younger, who holds a large amount of money.

“We feel more comfortable with clothing.” Yang Rucheng, chairman of Youngor, said, “In 2011, we bought and built 15 clothing stores with a total investment of 1.3 billion yuan. These investments are or are about to take effect. Our domestic market With a growth rate of more than 20%, profits will also increase by about 30% to double in four years."

In fact, after strict market regulation and monetary tightening, capital chain tension has become a key word for some apparel companies investing in other fields. With the “quick money” channel blocked, returning to the main business becomes the best choice for such companies.

After the financial crisis in 2008, Youngor re-examined the position of the apparel business in the group. “I love the three industries of clothing, real estate, and financial investment. But anyway, only the Youngor clothing brand has the potential to make a brand for 100 years. Only the main business of clothing can fulfill my dream,” said Li Rucheng.

In November last year, Youngor reclaimed a 25% stake in 14 companies such as Ningbo Youngor Shirts Co., Ltd. from Zou International Co., Ltd. After the acquisition was completed, 14 companies such as Ningbo Youngor Shirt Co., Ltd. became a wholly owned subsidiary of Youngor Group. It was interpreted by the outside world that Youngor pave the way for a bigger and stronger branded clothing business.

Li Rucheng did think so. He believes that from the perspective of macroeconomic policies, the spring of doing business came. He used the house as an analogy. "The house must be limited to purchase, buy a car with exhaust gas is not environmentally friendly, buy a good piece of clothing to wear on the body, a good mood and enough environmental protection, will not limit the purchase."

It is understood that, in the next 3-5 years, Youngor will invest several billion yuan in the integration of production capacity in the garment segment and channel construction, establish an independent flagship store in each provincial capital, and relocate the Ningbo local apparel production base inland. And increase investment to establish a new textile and clothing base.

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