Brand Refinement Into Major Trend Of Mainstream Garment Enterprises

　　 PEAK and other mainstream "Fujian faction" enterprises to warm up Brand differentiation Trend of development

It is reported that after two years of "de Stocking" pains, PEAK and Anta have quite competitive "Min faction". Clothing enterprise I handed in a beautiful transcript this year. The market shows that these brands have begun to lead the market towards the trend of differentiation.

Anta released the first half of 2014 report shows that the company's operating income of 4 billion 120 million yuan, an increase of 22.4% over the same period, net profit of 803 million yuan, an increase of 28.3%, in one fell swoop to reverse the decline in the past two years. And another big Jinjiang. Sports brand In 2014, the order grew by 8%. Although there is still a gap from the peak of the previous two years, it has already gone out of the downturn.

In the first half of June 30, 2014, PEAK's bulletin showed that the turnover increased by 10.1% to 1 billion 291 million yuan as of June 30, 2014, net profit increased 34.6% to 121 million yuan over the same period last year, gross profit increased by 24.4% to 496 million yuan during the period, gross margin increased 4.4 percentage points to 38.4%, and income tax increased by 25.6% to 68 million yuan.

PEAK said the increase in turnover in the first half of 2014 was mainly due to a significant increase in turnover in overseas markets during the period. Data show that in the first half of 2014, PEAK's overseas market revenue accounted for 22.6% of total business, turnover increased from 174 million yuan in the same period last year to 291 million yuan, an increase of 67.5%; PEAK's Chinese market accounted for 77.4% of total business, and turnover was flat compared with the same period last year.

For the first half of this year's performance, PEAK Brand management Liu Xiang, deputy director of the center, said: "PEAK as a listed company, everything is based on the announcement. In the first half of the year, it can be said to be a warmer trend. The specific data in the second half of the year will still be based on the announcement. It is certain that the data in the second half of this year will certainly be warmer. This trend will not change. In the first half of 2014, the sporting goods industry in China reversed the downward trend in the past two years. Many major sporting goods companies, especially those of mainstream brands, all showed signs of recovery.

Liu Xiang thinks, "now is not brand competition, but Category competition 。 Some enterprises enter the market from the point of view of running. They are also able to gain market recognition as well as making shoes and hats related to running. Because the comprehensive brand is too extensive, resources and marketing investment are too many, but it becomes a burden. PEAK focuses on basketball, which is right. Brand differentiation Good notes. The brand competition should reflect the advantages of differentiation. For example, lululemon, the most popular sports apparel brand in the United States, is a very young brand, but it has occupied the market in a short span of years. It has won the attention of a group of Hollywood stars and has taken the lead in the young people of the United States. The fundamental reason is that the brand is dedicated to doing yoga and running sports apparel.

Liang Yu, a regional manager of a casual menswear brand in Fujian, said: "2013 is the hardest year. Basically, it helps to improve sales at various stores around the world. Garment enterprises in Quanzhou have been carrying out industrial restructuring this year. Enterprises achieve performance growth through differentiated marketing, product optimization, brand building and consumer experience enhancement.

Quanzhou Clothing and textile People in the trade association said that the leading garment enterprises in Quanzhou have been upgrading and upgrading in recent years, accelerating the transformation, importing equipment from abroad, or strengthening product research and development, and releasing excess capacity through "going out" to seek new growth points. Quanzhou clothing also pays attention to the upgrading of industrial hardware while playing the brand. A group of powerful enterprises adjust their product structure in time and focus on high-end and high value-added products. They have opened stores in Southeast Asian markets, and even in North America and Europe, and have occupied the market.