Textile And Garment Industry Brand Consumption Upgrade "New Light Luxury" Or Investment Leading Role

Nowadays, extravagance is no longer the pronoun of vanity, but a carrier to satisfy the new generation of personalized quality and fashion.

With the rise of the middle class, the new generation with huge population base will become the main force of consumption.

The new generation likes to buy personalized consumer awareness and the pursuit of younger quality and fashion, so that light luxury is no longer a yearning for face saving projects, but truly become a manifestation of consumption attitude. We define it as "

"

It is expected that "new light luxury" will become the leading player in the next stage of brand consumption upgrading.

In the face of new light luxury, "innovation" is the foundation of brand positioning. "Meticulous operation" is a weapon for long-term development. "Multi brand collectivization" is the trend of future development.

1) the only thing to change is to grasp young people's diversified consumption psychology, keep pace with the fast changing trend and enhance brand innovation.

2) fine operation: emerging

Business pays more attention to fine operation mode, such as through control.

Expansion and category expansion rhythm, maintain the image of brand scarcity; optimize the channel structure, layout the online and offline channels, cater for the new generation of consumers online shopping habits; control the discount rate to maintain the high-end image of the brand; and embrace the social media innovation marketing mode to raise the conversion rate of traffic.

3) through many

The development of collectivization breaks the operational limitation of single brand / category.

Investment strategy: after a year of adjustment, the current valuation basically dropped to the end of 2014, eliminating the impact of pformation and loss making enterprises, and the brand / textile manufacturing industry 17PE 30X/14X respectively.

In view of the structural recovery of the fundamentals of the industry, the high risk of the downside risk of the recovery industry is relatively controllable. Next year, we can focus on the opportunity of the relevant leading companies' valuation repair.

1, brand retail: Based on the medium-term strategy of consumption

As well as the analysis of the new light extravagant trend, we believe that with the new generation becoming the main force of consumption, the trend of consumption differentiation is becoming more and more obvious. That is to say, the brand upgrading will lead to a new light luxury trend led by a large number of middle-class new generation, and to dilute the popularity of the brand label from the product upgrading to the dominant mass consumption.

In the 2018 year, we can focus on cross-border exports of cross border electricity suppliers with high boom exports; brand upgrading: high-end women's clothing industry, Song Li Si, an Zheng fashion; product upgrading: Taiping bird, Kai Run shares, Antarctica business.

2, textile manufacturing: high-quality suppliers with R & D can enhance their profitability through continuous improvement of product structure, thereby obtaining valuation premium, corresponding to kin Sheng group, Yanjiang stock and Huafu color spinning.

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