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The Prospect Of Hong Kong'S Men'S Clothing Going To Hong Kong Is Unknown.

2014/7/21 14:40:00 41

< lagging > Listing /p >

"finally listed, though it is lagging behind, it is not as good as it can be."

Wang Yongli (a pseudonym) told reporters in this way that he had no choice but to rejoice.

Wang Yongli is a native of Fujian. He is not willing to disclose his specific working life in the tiger capital. "In short, I am an old man, watching it develop step by step to today".

in his view, if the tiger can be listed several years ago, "the situation may be better than it is now".

He also firmly believes that the reason why tiger has been overtaken by other men's clothing enterprises in the province is, to a large extent, "because they are listed early, and expand and develop more favorably when the industry is in good condition."

as an old employee of the tiger capital, Wang Yongli is still proud of the brilliance of the tiger.

"we have many factories for making clothes here in Fujian. There are more than hundreds, and some are small workshops."

According to his recollection, "about ten years ago, the tiger could play its own brand in many factories, and it became very difficult to become a national famous brand with nine herd kings and seven wolves."

data show that in 2005, tiger had won the CCTV advertising costume king with the first rank of the total winning bid. In 2008, it ranked fourth in all enterprises that participated in the CCTV gold advertising resources bidding in 2008.

Besides P, the tiger that started with trousers became the first "national quality inspection free product" by the State Administration of quality supervision, inspection and quarantine as early as 2003.

"tiger has a relatively big lead in the western trousers industry."

Wang Yongli said, probably from 2004-2007 years is the most brilliant period of tiger.

Wang Yongli has always been concerned about the fact that in 2008, he had heard rumors about the listing of tiger stocks. "But later officials did not give a statement, nor did they appear on the market." P

He admitted: "at the very beginning, the gap between the tiger and a brand is also there, but it is far from being so obvious. After listing, it has developed to a higher level, and the development of the tiger is very general."

in the view of senior fashion brand expert Cheng Weixiong, Fujian men's clothing is largely different from brand positioning, business mode and product tonality. Under such circumstances, "who will be listed early, and whose strategic direction is right, who will develop faster".

data show that in 2013, the sales revenue of tiger capital was 1 billion 450 million yuan, which was 1 billion -12 billion yuan in comparison with the other two well-known men's clothing enterprises in the same period, and the number of stores was less than half of that of two.

"if we can be listed in 2008, we will also have a large scale shop to raise brand awareness and influence. Perhaps we will be more active in dealing with the overall downturn of the industry today."

Wang Yongli said.

In his view, "all this seems to be a little late. Now even if we get into the capital, we will not be able to make any changes because of the bad market situation."

for this view, a person who has long been engaged in strategic investment in garment enterprises agrees.

Before 2008, "the valuation of clothing enterprises in the whole capital market was very high, and then went through a smooth period and then began to slide."

He believes that the choice of the tiger market is indeed "somewhat deficient".

"P", of course, the tiger itself will not understand the current market, although the tiger has refused to interview about the listing and development of the company, but many industry insiders told reporters that tiger listed now may have missed the best opportunity, but now it can only do this.

For tiger capital, listing may be "just need".

"P", an independent critic of shoes and clothing industry, Ma Gang said that the listing of tiger at this point indicates that its demand for capital is tight. "This time may not be good, but it may not have a better choice".

In his view, when the market is not good enough, ample capital is even more important.

"there is more money to be able to achieve greater disk, and comprehensive strength is stronger than others."

He further told reporters that "if there is no listing now, there may not be a more direct way of financing to change and compete."

Cheng Weixiong also thinks: "in such a downturn, if there is no financial support, it will be more difficult and may be gradually marginalized."

in the final analysis, the backward a href= "http:// www.sjfzxm.com/news/index_c.asp" > tiger's < /a > must be changed.

strong > mode, < a href= "http:// www.sjfzxm.com/news/index_c.asp" > location < /a > /p >

for the reasons for the backwardness of tiger in recent years, many interviewed insiders told reporters that for a long time tiger has been using traditional large-scale wholesale business mode, which has a brake on its development.

it is understood that at present, most of the tiger gains from wholesalers of distributors.

That is to say, "sell products wholesale to third party distributors, and then third party distributors sell products to end customers or resell them to two level distributors through their own retail outlets, and two level distributors then sell products to end customers through their retail outlets".

data show that as of April 30, 2014, the distribution network of tiger capital consisted of 52 distributors and 178 two level distributors and 1319 retail outlets they operated.

in addition, the self operated retail store of tiger itself is only two in Quanzhou, mainly used to "display shop environment standards to distributors and two level distributors".

In 2011, 2012 and 2013, the sales of tiger capital accounted for 99.4%, 99.5% and 99.6% of the total turnover respectively.

in fact, Chinese clothing enterprises begin with large-scale wholesale business. "After a certain period of time, the proportion of Direct stores will be higher and higher. Everyone is changing from wholesalers to brand retailers."

An industry insider told reporters, "especially in recent years, the distribution agency business is becoming more and more difficult. The direct store can increase the control of the consumer terminal, while maintaining the coverage of the main market, so everyone is gradually reclaiming agents and increasing the proportion of direct marketing."

Besides P, he also believes that distributors may have different understanding of brands, "the brand concept conveyed through them to consumers may be different, which in turn affects brand value".

data show that as at the end of 2013, the proportion of the nine stores was 24.9%, and that of the seven wolves was 13.25%.

tiger also acknowledges: "we have limited control over the conduct and practices of distributors and their two tier distributors. If the two level distributors fail to fulfill the business under our distribution agreement or fail to comply with relevant laws and regulations, our reputation and business will be adversely affected."

But at present, the store of tiger capital still stays in two.

mode change is sooner or later. Every enterprise will have its own choice. Ma Gang thinks that if you don't choose to change for tiger, it will be very bad later.

"The higher the dependence on channels, the greater the risk," he said.

There are relatively few enterprises that rely solely on agents to join this way.

in Cheng Weixiong's view, in addition to lagging behind in listing, the process of changing from wholesalers to retailers was slow.

"Retailers need to invest some money in opening stores, which is fundamentally different from that of agents."

He admits that although other brands have not changed completely, "at least they are doing so, and the tiger seems to have not moved yet."

in addition to relying heavily on the distributor mode, the positioning of the tiger product itself has also dragged its back to a certain extent.

The industry insiders said.

Less than P, tiger has positioned its products in the high-end men's wear market. Its products mainly include business casual wear series and business dress suit, which is suitable for all business occasions. Its target customers are mainly 30-60 year old middle class men.

for the wide range of product coverage and customer age span, most industry insiders say, "it is unlikely to be all satisfied".

in fact, the tiger who has made trousers has been extending the category. But the homogeneity of men's clothing in Fujian and even the whole country is very serious. As a result, the whole category management is not good at itself, but it doesn't work and it doesn't work. It also costs a lot of money.

This has weakened the influence of men's trousers.

the current < a href= "http:// www.sjfzxm.com/news/index_c.asp" > men's wear > /a > market, quality, fabric and workmanship are relatively mature, and the difference is not very big. Under such circumstances, brand branding is very important.

"Let consumers mention a brand and tell which category it is the best and best. That is the brand."

Cheng Weixiong said, "the brand of tiger is not so clear, the main category is not so eye-catching, and the category extension is not in place."

foreground game .

In July 16th, P was officially listed on the stock market. It has been reported that the international distribution of tiger capital has been oversubscribed.

Although the agencies are optimistic about the reasons for the tiger, but the overall market signs of warming can not be ignored.

according to the announcement of the China Federation of Commerce, the retail sales of major retail enterprises in the first quarter were flat compared with the same period last year. Although sales in the first quarter were less than that in the same period last year, sales of all kinds of clothing decreased by 3.5% compared with the same period last year, but the volume of retail sales in March increased by 1.1% compared with the same period last year.

in the prospectus, tiger has also made it clear that about 27% of the proceeds from the listing and financing will be mainly used for brand promotion and marketing, 20% for improving research, design and product development strength, 20% for repaying part of bank loans, 13% for expanding distribution networks, and for storefronts for distributors and two level distributors, 10% for EPR systems, and 10% for working capital and other general corporate purposes.

From the perspective of its 13% purposes, the tiger side still attaches great importance to its distributor network.

"we rely on third party distributors to sell our products. Therefore, if we can not maintain relations with existing distributors or recruit new distributors, our business, financial position, business performance and prospects will be seriously adversely affected."

Therefore, in the future, we will enhance our control over distributors and two level distributors.

although the number of shops in the tiger market is far from that of some men's clothing companies listed on the list, many enterprises are also closing shop tides.

"On the other hand, it may be good to have fewer stores."

Cheng Weixiong said, "not so large-scale, there will be no such pressure. If the boat is small enough to turn around, if we can grasp the direction of pformation, we will make progress."

he also pointed out that because the direct stores should be self financing, the current situation is not as much as possible.

"To strengthen the control of distributors is also to strengthen the terminal, so that it is no problem to strengthen the existing ones."

as for product positioning, Guo Hanfeng, general manager of the company, said: "it is expected that a series of leisure products for the 18-30 year old youth market will be launched in September."

The new product line will be sold exclusively at the retail outlets of a small number of distributors and two level distributors, and appropriate expansion plans should be conducted according to customer feedback.

"P" tiger said that the new product will expand the company's product supply, further provide diversified products, and optimistic about the market potential of the new product line.

At the same time, "to strengthen the company's strong position in the men's wear industry strategy complement."

for this, Lin Lei, Deputy Secretary General of Fujian Textile Industry Association and Deputy Secretary General of the provincial clothing and apparel industry association, said publicly that with the further segmentation of the market, the brand is also being further broken down, and some obscure brands may encounter difficulties in the development.

Therefore, if the tiger is listed, if it wants to expand quickly, it will face great challenges.

after more than ten years of development, competition among garment enterprises has extended from one point to another.

Ma Gang pointed out that at the very beginning, whoever could win the advertising campaign would succeed. The second stage of pition will be more successful for those who have more stores. "But now it is the competition of the overall competitiveness of enterprises, including products, channels, brand advantages, business models, internal management, and so on."

in his view, the listing of tiger market is more of the need for growth. "Because lack of money is only one aspect, it is the most important thing to complete or rebuild the business mode through the listing."

Otherwise, even if the money is melted, the days will not be better.

"P." in the future, the men's clothing companies will face further shuffling, like the once sports brand, leaving only a few big brands. "

Today, the tiger has been successfully listed, but obviously, the future road is not easy.