2017 for the local women's industry, the enterprise listed ushered in the peak, which is no doubt.

According to statistics, the first quarter of this year, a total of three women's enterprises landing A shares, they are peaceful birds, daily broadcast fashion and security shares, and La Chapel, Masi Fei, Xin He shares and prime fashion has also disclosed the prospectus Brochures, is expected to soon be officially landed capital market.

The industry believes that since the last time the local capital market ushered in a wave of apparel plate collective market tide after (2009 - 2012), followed by the IPO process to speed up the background, the brand apparel once again usher in capitalization wave.

 clothing

China and Thailand Securities analyst Ju Xinghai said here, from the point of view, the current listing of most of the brand was established in the early 21st century (around 2000), a small part was established in the early 20th century, 90 years (1990). On the last round of the tide of most brands set up in the 10 years up and down, rarely 15 years.

In contrast, most of the current round of tide in the market have a history of about 15 years. From the conventional brand development cycle, this is a brand operation tends to mature, growth tends to be stable, and has been initially with multi-brand operating capacity of the stage,

Ju Xinghai introduction, from the volume point of view, income close to or more than one billion of the brand, including Taiping birds (6.2 billion, of which women / men were 24/23 billion), Anzheng fashion (1.2 billion), daily broadcast fashion (950 million) Anna children (920 million). From the number of channels, close to or more than 1,000 terminals of the brand, including peace birds (4279, of which the Pacific bird brand series 3457), Anna children (1458).

From the growth point of view, Ju Xinghai that the growth of sub-categories better, such as the field of fashion in the Pacific bird performance is strong (25.2%), Anzheng fashion and daily broadcast of the compound annual growth rate of 4.56% / 5.09% The

From the profitability point of view, the security margins were 70.6% / 61.7%, Anzheng in the same industry brand higher level, the difference between the two mainly from the brand positioning (joining the basic consistent), Taiping bird series of gross margin To 56.6%, in the industry lower level. Than the music Levin and Anna children's gross margin of about 60%. In the new listing of the brand is still using heavy marketing model, sales cost rates are 30% -40%.

From the business model, the production of most of the main use of the Association, self-produced supplemented by the model (only independent of the main), sales to join the main, direct supplement (only peace birds, Anna children and Miles Of the proportion of income income is lower than the direct business), and from the trend, showing the sales of stores to enhance the situation.

In the early stages of brand development or regional expansion, in order to rapidly expand sales channels, enterprises will be more with the franchisee resources. But with the development of the brand, the need for unified operation, enterprises will gradually increase the proportion of direct mode or strengthen the management capabilities, in the two models to form a more reasonable and effective proportion structure, take full advantage of the two sales model operational advantages.

Ju Xinghai that in the consumer upgrade and the new consumer era, the industry still need to focus on two changes in the main line: First, the current domestic consumption is from the material consumption to meet the spiritual needs of consumer upgrades, driven by emerging consumer areas show prosperity (such as fitness, Beauty). At the same time, the overall growth rate of traditional consumer goods slowed down in the context of the rise of segments, ushered in a better growth in structural consumer demand, from the proposed focus on the outbreak of emerging areas, market segments, and cutting-edge brand. Second, in the 80/90 consumer preferences change, mobile era of information to accelerate the dissemination of marketing diversified new consumer era, the brand operation is facing upgrading, focusing on the industry chain links.