The Listing Of Business Men'S Clothing Is Not The End Of Development.

domestic

Behind the fact that companies are seeking to go public is the fact that competition is becoming more and more serious in this field.

With numerous international brands and large domestic enterprises

Spell it.

Under such circumstances, it is necessary to widen the gap and get the opportunity to develop.

Embracing capital and actively listing is the only way for garment enterprises to seek greater development at a certain stage. It is also an effective way for a mature garment enterprise to implement capital strategy.

With the involvement of a new round of capital strength, the competition pattern of men's clothing industry may change again.

For most of the first-line men's clothing brands that are currently operating at a scale of 23 billion, brand influence and channel coverage, the listing is just like a new starting line.

Only if we get the qualification first, can we lead the race ahead.

However, in a sense, listing is only an admission ticket.

In the face of more complex internal management, channel sinking and resource replication capabilities after the listing, how should local clothing brands respond? Whether the hot market can spawn local Giorgio Armani and piercardan still need time to test.

Listing non endpoint

Once upon a time, yes.

Passion was once considered a woman's patent.

But today's taste men, especially most of the career elites, are becoming more and more concerned about their own image.

Compared to female clothing consumption impulsive, relatively small amount, lack of loyalty and other characteristics, men's consumption of fashion, brand and quality, more care about temperament and taste fit, and not sensitive to price - for enterprises, this is the most critical.

Data show that in 2009, the total retail sales of men's clothing in the business men's clothing market was about 206 billion 780 million yuan, and in 2010, it had exceeded 230 billion yuan, far exceeding the market performance of brand women's clothing.

As a piece of land which is relatively good in the growth and development environment of the garment industry, the prospect of business men's wear has aroused the hot concern of capital.

In 2011, the retail sales of the men's clothing market in China had reached 390 billion yuan.

However, this is still a semi barren place in competition.

Data show that in 2009, the largest number of five men's clothing companies listed on retail sales accounted for no more than 10% of the total market share, and less than 5% of the industry's top three, and only 2.16% of China's leading companies in the industry.

The problem of low brand awareness, single category, serious homogenization competition is very prominent. In contrast, most of the international men's wear market has been concentrated in the hands of less than ten big brands such as BOSS, Giorgio Armani, CK, Hermes, Dior and GUCCI.

For a long time, China's men's clothing brands and even the entire garment industry's homogenization competition is very intense.

Since 2010, driven by rising costs and brand upgrading, men's clothing enterprises have been experiencing unprecedented enthusiasm for listing.

But enthusiasm alone seems difficult to impress the market and regulators.

The dream of listing, such as Jin Ba, Qipai, and odd, has repeatedly shown that the mens brand still needs training.

The purpose of men's wear brand's listing is to strengthen their channels as soon as possible, make the brand bigger and take a firm foothold in the fierce competition.

But for the current situation, many companies do not have the core competitiveness of listed companies, and also lack the stamina of sustained growth of performance.

Among them, the decline in inventory turnover and the lack of core competitiveness have become a stumbling block for many garment enterprises.

Due to the rapid decline of inventory turnover, directly increased the sales risk and financial risk of enterprises, which also led to the biggest challenge for garment enterprises IPO.

The reason is that the traditional business mode of "production outsourcing + Direct stores and franchisees" has led to the weakness of R & D design capability, marketing channel construction and management capability of enterprises.

In the apparel industry, the brand is in the retail terminal.

The profit margin is the largest, and its profitability, cost shifting ability and risk resisting ability are the strongest.

But in the process of building marketing channels, there is a lack of comprehensive trade-off between speed and efficiency.

The rapid construction of the channel leads to the tight chain of the capital chain, and the profitability of the single store has yet to be improved.

For listed men's clothing enterprises, their management ability and resource replication ability will become the two pulse to decide whether IPO can succeed.

At the same time, external competition is becoming increasingly severe for the domestic Mens retail industry which is still growing. As the market continues to subdivide, competition pressures from domestic and foreign competitive brands will continue to increase.

How will China's men's wear brands cope with such a situation? Can the hot market spawn local Giorgio Armani and Pierre Cardin?