Is The Era Of The Rise Of China'S Clothing Giants Coming? Can Anta Take The Opportunity To Evolve?

Just before the hot spots have come down, and the market's decisive callback, the feast of the consumer industry seems to be continuing.

Following the crazy "double 11" chopping hand festival of "horse dad", Chinese consumers once again showed strong combat effectiveness in "black Friday", so that "the black five" on the eve of the other side of the ocean staged a dramatic scene.

According to the world clothing shoes and hats net, the young people who love to buy in the United States spontaneously organized into Chinese streets in November 22nd. The placards indicated that Chinese people frequent international sea scouring in recent years, which caused the US cheap goods to be stolen by Chinese people.

Behind the dramatic events, we have to sigh the intensity of consumption enthusiasm of the Chinese people.

The growth of retail data is more than the whole, and there is a strong recovery.

Fashion retailing signs of recovery

Apparel retail performance is stronger than the overall plate, and showing an acceleration trend.

It is understood that clothing retail sales in 2017 showed a resurgence trend. Over 1-10 months, apparel retail sales increased by 7.3% over the same period, and the growth rate was accelerated in 8-10 months.

Department store channels have also improved significantly. From the perspective of large retail data, since March, the growth rate of retail sales of top 50/100/200 apparel is much higher than that of overall retail sales, of which 7, 8 and October are more prominent.

In October, the number of clothing products of hundreds of key retail enterprises increased by 7.6% over the same period last year, a 1.8 percentage point increase over the same period last year, a 5.7 percentage point increase over September this year. The corresponding sales volume grew by 11.2% over the same period last year, a 11.6 percentage point increase from the same period last year, a 16 percentage point increase over September this year.

And this round or the coming of the clothing sector will be warmer, the advantages of the industry will be more prominent, because this stage is the hottest period for training Chinese clothing giants.

Is the era of the rise of China's clothing giants coming?

The garment industry has been developing for a long time and has the foundation of training giant enterprises.

The first is the maturity of the consumption concept under this round of consumption upgrading. Since 1990s, consumers have gone through many stages of development, including from non brand to brand to over pursuit of overseas brands, and after the pursuit of high performance price ratio.

At this time, the change of economic strength and values drives consumption intention, while the more mature aesthetics is cutting off the blind pursuit of bright cards and big brands, and the brand values also occupy a certain position in the minds of consumers.

With the gradual maturity of consumer ideas, many revolutionary changes in the industry have gradually shaped the conditions for nurturing giant enterprises.

The vigorous development of the Internet, the popularity of mobile Internet / Cloud Computing Technology in the apparel industry has promoted the aggregation of online traffic, and realized real-time monitoring and sharing of data. It has promoted significantly in supply, inventory and online sales, providing great help for the integration of textile and apparel industry chain.

Therefore, in this round of consumer upgrading to boost the industry recovery time, perhaps different from before, the advantages of leading enterprises will be more prominent, Chinese clothing enterprises or giants are rising, of which Anta sports (02020) in Hong Kong stock market has such temperament.

Sales continued to grow strongly.

It is learned that in the third quarter of 2017, the retail sales of Anta brand products (calculated by retail value) increased by double-digit year-on-year growth; the sales volume of non Anta brand products (mainly FILA) increased by 40% to 50% over the same period, and the retail performance in the three quarter also met the expectations of management and market.

At the same time, the company was double eleven in 2017.

The performance in the festival was equally good. On the day of November 11th, Anta sports sales amounted to 670 million yuan, an increase of 66% over the 400 million yuan in 2016.

On the Tmall platform, Anta ranked third in the sportswear brand, the best selling local brand.

Fila is once again among the top 10 best selling sports brands.

In addition, Anta's SKU increased from 600 to 1000.

The gross profit margin of the company's products will continue to improve.

It is understood that the average discount of Anta brand in the third quarter of 2017 was 29% (30% in the same period last year), and the retail sales price was higher than that of the same period last year. This part of gross profit margin has improved.

The average discount of non Anta brand FILA fell from 25% last year to 23% in the three quarter of 2017, which has also improved.

Considering that the sales growth rate of high-end FILA brand is higher than that of Anta brand, and the gross profit rate is higher, the gross profit margin of the company will increase substantially in the whole year.

In addition, the company continues to strengthen its multi brand strategy.

In October 20, 2017, the company completed the acquisition of 100% stake in Xiao Xiao Niu, a well-known children's clothing brand established in Hongkong in 1998, located in the high-end market.

By the end of September 2017, Xiao Xiao cattle had 81 shops in mainland China, Hongkong, Taiwan and the United States.

In the market of children's clothing, the performance of these assets is still more optimistic in the future.

In this era of apparel industry is different, Anta sports can rely on its solid fundamentals, step by step in this era to stand out and become giant enterprises?

More interesting reports, please pay attention to the world clothing shoes and hats net.