Guangdong Menswear Brand Force &Nbsp; Refined High-End Market.

Under the glittering "searchlight" in the capital market, the Guangdong menswear brand brand nundi road has been examined by the SFC, which shows only the tip of the iceberg. Behind it is the larger "ethnic group" of Guangdong men's wear board.

They are different from old men's clothing such as YOUNGOR and Shanshan. They are also different from men's upstarts, such as the seven wolves, the Li Lang and the wedding birds. They generally walk between internationalization and localization. They are "half concealed" and "dive" in the medium and high-end goods channels of China's major large and medium-sized cities, emphasizing good quality and good style, and pursuing high price and high gross profit.

Over the years, such men's clothing enterprises in Guangdong are accustomed to "diving" and have less interaction with the whole industry. They are more concerned about the operation market, brand design and channel development, and have always shown a strong "wait-and-see" sentiment towards the capital market.

In fact, since 2006, the clothing and apparel industry association of Guangdong province has held a series of theme forums such as "when fashion meets capital", but the overall effect is relatively limited at the beginning, but the seeds of capital have been seeded and sprouted in the minds of some business owners.

Opportunity always comes to those who are prepared.

In 2010, Changxin International (owned by Denton and other brands such as iron lion and Hongkong) first came to the market on the stock exchange of Hong Kong. Although Hong Kong stocks have limited attention in the mainland, the ripples caused by them are not large, but their effects should not be underestimated.

Now, the card slave road will soon become the first entrant of the A share market.

In a deeper look, the challenges facing Guangdong's menswear enterprises in the capital and the coming capital markets are only just beginning.

On the one hand is whether the capital market is optimistic about the overall concept of "high-end imitation men's clothing", which will directly determine its valuation level and share price. On the other hand, if consumers know more about such low-key men's clothing, will they continue to accept the high price as if they accept the big international brand, and this will have a long-term impact on brand positioning and market.

Based on our continuous attention and Research on Guangdong men's clothing for many years, the Guangdong men's clothing, which is located in the high-end market, with more "foreign flavor" and "international color", is gradually changing from "undercurrent" to "bright stream". This "ethnic group" can expand the space greatly. If we can better guide the situation, give more tolerance, and make a rational formulation of its capital strategy and management strategy, we still have great development.

In the future, from the two perspectives of capital identification and product management, there are many ways to develop brand clothing enterprises.

The first is to "enlarge" and expand channels, increase revenue and expand scale in a relatively extensive way.

Fujian men's clothing is a typical representative of this type. At the beginning of its development, the way of "encircling the city by the countryside" has paved the way for a wide range of market space in the past decade.

The second is to do fine, pursue high quality and high positioning, strictly handle every detail, and maintain high profit level.

This is the strength of Guangdong men's wear. Guangdong's men's clothing has always been insisting on quality, image, management, marketing methods and "moderate low-key" in order to maintain its "high-end" image and status.

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The third is to "make small", do a good job of market segmentation, and form a local leading edge.

For example, Liang Zi women's clothing, advocating environmental protection, in the clothing design of a large number of Ma, cotton, silk, wool and other natural fabrics, especially the "Canton silk."

As one of China's unique ecological and environmental friendly silk treasures, Yunnan silk has once been on the verge of extinction. Now it has been made into fashionable silk fabrics, making it a unique landscape in the fashion world.

The fourth is to "do new", that is, to choose new concepts or new models and pursue new development.

For example, recently, the Great Jie shares, formerly known as the "Weishi garment", separated from the traditional business, chose seamless textile and garment new business, and became the leader of similar enterprises.

So in these development paths, what is the new way of Guangdong men's clothing? From its own position, we must first choose to continue to do fine.

There are two spaces for "doing fine", the first is the expansion of channels.

China's domestic demand market is booming, and new opportunities for the development of high-end high-end department stores and shopping centers will be stronger in the future. To some extent, such high-end channel resources will become scarce resources. High-end men's clothing mainly depends on high-end department stores and shopping centers. The number and sales data of such terminals are important support for their brand performance and influence, and also an important basis for gaining capital market recognition.

The second is "intensive farming and three feet digging" to enhance the performance of single store.

According to the data of some men's clothing enterprises that have been listed, the annual average store performance is about 700 thousand yuan, but for Guangdong men's clothing, the average annual sales performance of a brand in a shopping mall is 70 yuan per square meter, and the average annual performance is 1 million yuan or more. Many shops can also achieve 300-400 yuan, and some can reach 800-1200 yuan.

They are always good at doing things well, so they still have potential in improving the performance of single stores.

"Doing new" is also a possible way for Guangzhou men's clothing to go in the future.

With the support of capital strength, it is entirely possible for Guangdong men's clothing to be "new".

"Doing new" also includes two aspects: first, the introduction of younger brands.

At present, these brands are basically located in business men's clothing. In the future, if we want to continue to expand the market, we will choose to launch a more young men's clothing brand located in the urban fashion and white-collar elite. Two, in terms of channel development, we will also establish a large flagship store in typical cities on the basis of mainly relying on department stores and shopping centers.

New brands, new models, new channels, new strategies and new marketing means will all be the future development paths of Guangdong men's clothing, plus the ability to be "sophisticated". Therefore, the future development space and potential of Guangdong men's clothing are imaginable.

In addition, it is also conceivable that the merger and acquisition of brands will be carried out with capital strength.

In view of this, I believe that both the clothing industry itself and the capital market should reexamine the Guangdong menswear sector.

In the future, the bright spot and hot spot of the textile and garment sector in the capital market will surely be Guangzhou and Shenzhen, which is called "new Guangdong clothing" for the time being.

Looking at the theme of clothing enterprises listed in Zhejiang and Fujian over the past decade, some of them have the next concept, that is, the theme of "refined high-end men's clothing". This is the turn of the new Guangdong.

According to rough calculations by the Institute of international finance and securities, Guangdong will have less than 10 men's clothing brands ready to enter the capital market in the next 5 years, and the momentum will also be passed on to women's wear enterprises. A group of Guangdong women's clothing brands will be ready to enter the capital market.

From the perspective of the overall development of Guangdong's clothing industry, Guangdong will take a big step forward from the pition from "clothing province" to "clothing strong province".