In The First Half Of The Year, The 11 Men'S Clothing Companies Of A Share Made A Net Profit Of 1.4 Billion, And The Revenue Performance Of Hongdou Shares Was Better Than That Of The Industry

With the end of the disclosure of the interim report in 2020, Shanghai and Shenzhen A-share men's clothing enterprises have handed in their report cards. Under the impact of the epidemic, the survival of the male industry is particularly difficult.

According to statistical data, in the first half of 2020, 11 A-share men's wear enterprises realized a business income of 15.241 billion yuan, a decrease of 4.63 billion yuan compared with 19.871 billion yuan in the same period of last year. The net profit attributable to the parent company was 1.401 billion yuan, which was 1.544 billion yuan lower than that of 2.945 billion yuan in the same period of last year.

From the perspective of enterprise performance, Hailan home ranks first in the list of net profits. According to the financial report, in the first half of 2020, the company realized 8.102 billion yuan of operating revenue, a year-on-year decrease of 24.43%; and a net profit of 947 million yuan, a year-on-year decrease of 55.42%.

Hailan home said that the epidemic situation in the first half of the year and the complex and changeable domestic and foreign environment have brought heavy damage to the clothing industry, and the company's operating revenue and profits in the first quarter were significantly affected. With the gradual recovery of market demand, the company continued to focus on the main brand and achieved a rapid recovery in the second quarter through a series of positive measures.

In terms of brands, during the reporting period, the main brand of Hailan home achieved 6.34 billion yuan of operating revenue, a year-on-year decrease of 26.49%, but the decline in the second quarter was significantly narrowed compared with the first quarter. In the medium term, the gross profit margin was 39.23%, with a year-on-year decrease of 5.3 PCTs. In the first half of the year, 22 stores were closed, including 36 Direct stores and 58 franchised and associated stores. The operating income of San Keno was 935 million yuan, with a slight decrease of 0.16% year-on-year, with a gross profit rate of 52.31% and a year-on-year increase of 3.76 PCTs. The operating income of other brands was 633 million yuan, with a year-on-year increase of 105.57%, and the gross profit rate of 39.28% with a year-on-year increase of 14% 35pcts, mainly due to the consolidation of the third quarter of last year.

In terms of channels, the revenue of direct marketing, franchise and other and online channels were 630 million yuan, 6.35 billion yuan and 750 million yuan respectively, with a year-on-year growth of 5.8%, a year-on-year decrease of 28.6%, and a year-on-year growth of 29.7%. The gross profit margin decreased by - 3.38 PPT, - 3.35 ppt and-5.3 PPT to 56.4%, 37.5% and 43.9% respectively; the growth of online channels increased from 16.7% in the first quarter to 40.2% in the second quarter, with rapid growth on the online channel Hailan house changed its price strategy and increased its discount. On the other hand, it benefited from the exploration of new platform of the company, including live broadcast and small program marketing.

Affected by the epidemic situation, jiumuwang, the second largest net profit, realized 1.122 billion yuan of operating revenue in the first half of 2020, a year-on-year decrease of 17.10%, and the net profit attributable to shareholders of listed companies was 205 million yuan, a decrease of 36.75% compared with the same period of last year.

In terms of brands, jiumuwang's core brand joeone achieved a revenue of 921 million yuan, a year-on-year decrease of 17.71%, fun's revenue of 129 million yuan, a year-on-year increase of 0.57%, ziozia's business income of 44.7446 million yuan, a year-on-year decrease of 4.16%, and that of other brands was 12.4726 million yuan, with a year-on-year decrease of 41.94%.

From the composition of operating income, men's trousers accounted for 40.55% of the main business income of jiumuwang, which was the core product of jiumuwang. The operating income and operating cost of jacket decreased by 39.78% and 41.44% respectively compared with the same period of last year, which was mainly caused by the decline of sales volume due to the impact of the new crown epidemic.

From the perspective of sales channels, offline accounts for more than 80%. During the reporting period, the revenue affected by the epidemic situation declined, only the online growth remained stable. During the reporting period, the online business income of jiumuwang reached 186 million yuan, accounting for 16.79% of the business income, accounting for an increase of 6.11% compared with the same period last year; the offline business income was 921 million yuan, accounting for 83.21%, accounting for a decrease of 6.11% compared with the same period last year.

During the reporting period, the company's operating revenue was 1.37 billion yuan, a year-on-year decrease of 4%; the net profit attributable to the parent company was 120 million yuan, with a year-on-year increase of 4%; during the reporting period, the company realized a main business income of 1.327 billion yuan, a decrease of 4.72% compared with the same period of last year, mainly due to the decrease of terminal sales caused by the decline of passenger flow in some offline terminal stores during the epidemic period.

As of the end of the report period, the company has established 1589 offline stores in the core business districts, shopping malls, shopping centers and some airport high-speed rail transportation hubs in all provinces, autonomous regions and municipalities, including 721 Direct stores and 868 franchise stores. Meanwhile, the company has actively expanded its online channels and set up official flagship stores of various brands on the third-party platforms such as tmall and Jingdong, so as to vigorously promote the small micro mall The program "Fenghuang Shangpin" is used for online community marketing.

By brand:

Due to the impact of the new crown epidemic, the wedding market demand decreased, business activities decreased, the number of brand outlets was reduced, and the revenue of the news bird brand decreased;

The business income of haggis brand is 467 million yuan, and the new channels are mainly direct stores. During the reporting period, 11 stores were newly opened and 23 stores were closed. The online business promotion was strengthened and the full staff marketing was actively carried out. The new retail business grew rapidly. The men's and women's clothing of tmall T-shirt Festival gained better resource positions, which greatly improved online sales.

Kemiche and dongbolini brands actively promote online sales, group buying business, temporary special sales and other marketing activities to make up for the decline of offline retail terminal sales; in terms of channels, there were a net decrease of 18 stores in the reporting period;

Lefeiye accelerated the inventory processing and focused on increasing the proportion of online sales, up 18% compared with the same period last year. On the channel, strengthen the development of strategic stores and enhance the brand image;

Affected by the epidemic situation, the channel development progress of Soro brand is relatively slow, focusing on strengthening internal training and learning, actively reducing costs and increasing efficiency;

Henri Glen actively expanded its online business, mainly integrating into stores offline; promoted inventory digestion through temporary special sales and OLE stores.

Due to the impact of the epidemic situation, Yunyi intelligent has been slow to expand its customers, but it has actively opened up sources and cut expenditure, made breakthroughs in online and remote customer development, optimized the price system, and effectively controlled the relevant costs and expenses.

BAONIAO adjusted the production line in time, actively participated in the production of epidemic prevention materials, passed the first class medical device production record, and obtained the CE and FDA certification of non-medical mask and isolation clothing in April 2020.

In the first half of 2020, the operating revenue of Hongdou Co., Ltd., ranking the fourth in net profit, was 1.22 billion, with a year-on-year decrease of 1.7%; the net profit attributable to the parent company was 110 million, with a year-on-year increase of 11.5%; from the perspective of business structure, the clothing business income was 1.22 billion, accounting for 100% of revenue, and the gross profit rate was 34.1%.

During the reporting period, the competitiveness of good products of red bean Co., Ltd. was enhanced. Firstly, it focused on explosive products to create products more suitable for the market demand from the dimension of comfort and health; secondly, it strengthened product design and provided guidance for the planning of fashion trend and color fabric planning; thirdly, information system was used to improve the information interaction efficiency and collaborative efficiency between the industrial chain points; fourthly, the product body was developed Experience and wear activities to effectively improve the interactive experience around user needs.

From the observation, under the background of weak overall consumption in the first half of the industry, the revenue performance of red bean shares is better than the industry level. In the first half of 2020, affected by the epidemic situation, the domestic consumption of textile and clothing goods is still weak, and the online and offline sales are down compared with the same period of last year. According to the data of the National Bureau of statistics, from January to June 2020, the total retail sales of consumer goods reached 17225.6 billion yuan, a year-on-year decrease of 11.4%. Among them, the total retail sales of clothing goods of units above the quota was 3, 60.9 billion yuan, a year-on-year decrease of 21.8%, online retail sales of physical wear goods decreased by 2.9%. The revenue of Hongdou Co., Ltd. in the first half of the year decreased by 1.70%, which was lower than the industry level. The main reason was that the company took the live broadcast as a breakthrough, channeled to the e-commerce platform and wechat ecology, launched community operation in offline stores to reduce the impact of the epidemic, and the company responded quickly and seized the epidemic prevention assets Business opportunities, organization of production and operation to increase revenue.