2011 Men'S Wear And Outdoor Sports Enterprises Have A Bright Future

　 Institutional researchers said: The textile and clothing industry is good in the medium and long term, and consumption upgrading is the driving force for growth. Brand shoes and clothing will rise both in quantity and price without fear of cost pressure. The Twelfth Five Year Plan focuses on expanding consumption and improving national income. The great development of people's livelihood consumption has become the general trend.

It can be predicted that more and more families will step into the ranks of wealthy families at a faster speed during the "12th Five Year Plan" period, and brand clothing will undoubtedly become an important target for consumption upgrading. At the same time, brand clothing can effectively control costs and transmit cost pressure to downstream by adjusting product structure and raw material composition, and appropriately increasing prices. Historical experience shows that consumption upgrading can promote brand shoes and clothing to maintain a good trend of both quantity and price.

■ Cost rise Brand value becomes the key to profit

Driven by the contradiction between supply and demand and the international cotton futures market, the domestic cotton price rose rapidly. Among cotton textile enterprises, cotton accounts for 60% to 70% of the cost. As cotton prices continue to rise, the production and operation costs of textile and clothing enterprises have further expanded.

The high price of cotton makes the price of raw materials of textile enterprises rise continuously, but the price of grey cloth produced by textile enterprises cannot increase synchronously. The profit space of small weaving mills was constantly squeezed. Until September 2010, with the further increase of raw material prices, enterprises that had been squeezed to the critical point of profitability began to face the situation of loss when starting.

Du Min, the Rural Economic Research Center of the Ministry of Agriculture, said that for textile and clothing enterprises, they must work hard in new product research and development, brand cultivation and other aspects to transform traditional industries, improve the added value of products, so as to truly grasp the bargaining power and initiative in the international market.

Qian Cheng, the relevant person in charge of Shanshan, said: "The products of Shanshan Company are mainly suits, so the sales profit mainly depends on the brand value of the company. Because the company's products have brand effect in them, the proportion of product cost is relatively reduced, so the impact of cotton price rise on the company will be much smaller."

The rapid rise in cotton prices has made the textile and clothing industry face a new reshuffle. Although those textile and clothing enterprises that have already carried out technology upgrading and product structure will still be affected by the surge in cotton prices, they can really add to the cost of products. The impact of the surge in cotton prices has been weakened a lot. The rise of cotton price will accelerate the restructuring and integration of the textile and clothing industry, promote the increase of industrial concentration, and a number of small and medium-sized enterprises will be eliminated, which is also the general trend of industrial adjustment.

It is not that the products with better quality can sell at higher prices. Li Kailuo, a famous fashion industry economic research expert, said: "Xiameng is a factory authorized by Zegna to process. Zegna provides Xiameng with fabrics and plate shapes, and the market price of a set of clothes can be sold to 20000 yuan. But if Xiameng makes it himself, and uses its own brand, Xiameng, a set of clothes with the same process can only be sold for 4000~5000 yuan, which is the brand difference."

Li Rucheng, the chairman of Youngor, at the 2009 and 2010 China International Garment and Apparel Exposition, made a high-profile presentation of Youngor's new hemp products. Hanma has become another high-tech clothing product with high added value of Youngor's brand, which is also the evidence that Chinese brands enhance brand value.

■ Dayang Chuangshi launches three arrows to open up the market

Dayang Chuangshi announced the third quarter report of 2010: basic earnings per share of 0.4463 yuan, diluted earnings per share of 0.4463 yuan, basic earnings per share (deducted) of 0.4276 yuan, net assets per share of 4.71 yuan, diluted return on net assets of 9.4711%, weighted return on net assets of 9.84%; Operating income was 726.63 million yuan, net profit attributable to owners of the parent company was 73.64 million yuan, net profit after deducting non recurring gains and losses was 70.55 million yuan, and net profit attributable to shareholders' equity of the parent company was 777.56 million yuan.

Dayang Chuangshi Company is mainly engaged in the production and sales of middle and high grade men's suits, women's fashion, sportswear and other clothing, with an annual production capacity of 6 million sets. It is one of the largest garment production leading enterprises in China. The "Chuangshi" brand series clothing produced by the company has a high reputation in the domestic and foreign markets, and is "China's famous brand products" and "top ten fashion brands".

In 2009, the company continued to strengthen the construction of its own brand and achieved remarkable results. On the basis of strengthening the brand construction of "Chuangshi", the company continued to increase the promotion of "Kaimen" professional clothing brand, and launched an online direct selling brand specifically for young consumers

Yousoku (Kuge Tribe) has formed a brand pattern of "Chuangshi", "Kaimen" and "Yousoku" jointly developing the domestic market. "Chuangshi" is a high-end niche brand. In 2010, there were 25 stores nationwide, and the new stores were concentrated in areas with strong purchasing power for high-end products. Yousoku, an online direct selling brand, has a low price and no competitors in the market segment. The smooth expansion of various channels enabled Dayang Chuangshi to outperform the market in 2010. Dayang Chuangshi also became famous because of the praise of Warren Buffett, who not only gained celebrity effect, but also improved the company's brand and influence. The company said that Buffett's high recognition of Dayang Chuangshi has attracted more than 100 media reports at home and abroad. The company's goal is to become not only a high-end brand in China, but also a world famous brand.

The data of 2010 in the table are the data of the first three quarters, and the specific values are: the main revenue is 726.63 million yuan, and the operating profit is 139.52 million yuan

■ The net profit of Red Bean 2010 rose quarter by quarter {page_break}

The main business of Red Bean is the production and sales of clothing and knitwear, and the production and sales of nylon yarn. The growth rate of the company's net profit is rising quarter by quarter. In the first half of 2010, Red Bean accelerated its transformation and upgrading, insisted on focusing on the main clothing industry, focused on the development of Red Bean men's clothing chain monopoly channel construction, and made great progress in brand building, product development, market expansion and standardization, team building and other aspects, laying a solid foundation for the development of the second half of the year.

According to the quarterly reports of Red Bean in 2010, the company realized a net profit attributable to shareholders of listed companies of 9.74 million yuan in the first quarter of 2010, an increase of 42% year on year, and earnings per share of 0.02 yuan, no growth year on year. In the second quarter, the net profit was 15.69 million yuan, up 110% year on year, and the earnings per share was 0.04 yuan, up 300% year on year. In the third quarter, the net profit was 7.97 million yuan, up 115% year on year, and the earnings per share was 0.02 yuan, up 100% year on year. The net profit in the first three quarters was 33.41 million yuan, with an earnings per share of 0.08 yuan.

The improvement of the company's net profit benefited from the smooth construction of brand clothing channels. In the first half of the year, the company focused on the development of Hongdou men's clothing chain monopoly channel construction around the main clothing industry, and in the second half of the year, on this basis, the company strengthened the management of monopoly stores. In the first half of 2010, the company disclosed to the media at the autumn and winter order meeting that it planned to complete 1300 stores in 2010 and 3000 stores in the next three years. Judging from the performance growth of the company in the third quarter of 2010, the channel construction is obviously progressing smoothly.

The data of 2010 in the table are the data of the first three quarters, and the specific values are: the main revenue is 1653.61 million yuan, and the operating profit is 63.92 million yuan

■ The market scale of Pathfinder continues to expand

Toread announced its third quarterly report of 2010: basic earnings per share of 0.23 yuan, diluted earnings per share of 0.23 yuan, net assets per share of 3.54 yuan, diluted return on net assets of 6.4301%, and weighted return on net assets of 6.56%; The operating income was 254.68 million yuan, the net profit attributable to the owners of the parent company was 30.47 million yuan, the net profit after deducting non recurring profits and losses was 28.69 million yuan, and the net profit attributable to the shareholders' equity of the parent company was 473.96 million yuan. From January to June 2010, the company realized operating revenue of 154014300 yuan, up 34.15% year on year; The operating profit was 27.6066 million yuan, up 14.55% year on year; The net profit was 25.2564 million yuan, up 34.01% year on year, maintaining a rapid growth trend. The growth of the above financial indicators benefited from the good development of the company's main business, the continuous expansion of the market scale and the continuous improvement of the operating performance.

During the reporting period of Toread's 2010 semi annual report, the company set up seven sales regions in Beijing, North China, Northeast, Northwest, Southwest, East China and South China to take charge of the company's sales management in all regions of the country, flatten the sales channels, make the channel management and service closer to the franchisees, and quickly capture customer needs so that the company can quickly respond. The company continues to consolidate the existing channel mode of coexistence of direct marketing and franchise, standardize the management of franchise system, further increase the efforts to open stores in second tier cities and areas with abundant outdoor resources while consolidating the market share of first tier cities, and vigorously support the development and growth of high-quality franchisees. In the first half of 2010, the company opened 71 new stores, including 27 direct stores and 44 franchise stores. At the same time, the company has carried out strategic cooperation with e-commerce websites such as Haole Buy and Excellence Amazon, and actively explored new sales channels such as e-commerce.

In 2011, the development prospects of men's wear enterprises are promising. The total market volume of men's wear is 2.5 times that of sportswear market, and the number of men's wear single brand stores is only 1/3 of that of sports brands. The men's wear market will enter a rapid development period of about five years, while outdoor sportswear enterprises are emerging markets. The market prospects are still very huge, with good development space.

The data of 2010 in the table are the data of the first three quarters, and the specific values are: the main revenue is 254.68 million yuan, and the operating profit is 34.17 million yuan