In recent years, the performance growth of the children's clothing industry has been significantly faster than the overall level of the apparel industry, and the consumption of the children's clothing market is also showing a trend from low-end to high-end. More and more Chinese local children's clothing brands are rising rapidly, or expanding brand sub-lines, or overweighting children's clothing sub-categories, all kinds of forces are competing in a market.
Looking at the performance of children's clothing listed companies in 2018, this time we have statistically summarized Semir children's clothing, Anner, ABCkids, blond Rabbi, Mini Peace, jnby by JNBY, Akabang, 361 ° children's clothing. The revenue growth of 8 listed children's clothing companies has increased or decreased, and the net profit growth has also been profitable and lossy.
1. Revenue comparison
The concentration of the children's clothing market continues to diversify, and several players on the head continue to add weight. In the increasingly competitive children's clothing market, the company's operating status reflected by the financial reports of listed companies is very objective, so we take the annual report revenue into account Analysis by children's clothing companies.
First look at the revenue . According to the statistics of the brand list, the leading brand in the children's clothing industry, Barabara, is the main business line of Semir. In 2018, Semir Apparel achieved operating revenue of 15.719 billion yuan, an increase of 30.71% over the same period of the previous year. Among them, Barabara realized operating revenue of 8.825 billion yuan in 2018, accounting for 56.14% of Semir Group's total revenue, an increase of 39.6%, which became a contribution to the group's performance The largest brand; ranked second is the starting share in 2018 to achieve operating income of 1.399 billion yuan, a year-on-year increase of 4.43%, of which children's shoes sales reached 774 million yuan, a year-on-year increase of 0.11%; third- place Annel realized business in 2018 Revenue was 1.213 billion yuan, a year-on-year increase of 17.56%. It is worth mentioning that: Barbara, a subsidiary of Semir Group, is the only domestic children's clothing brand with a revenue of more than 5 billion, far exceeding the second place's 1.399 billion in operating income. In our list of brands, these three brands are more than 1 billion players.
In 2018, players with revenues of 500 million to 1 billion were not in fact a small number. Mini peace continued to grow rapidly in 2018, achieving operating income of 864 million yuan, a year-on-year increase of 52.73%. In 2018, 361 ° children's clothing business performed strongly and achieved The revenue was 816 million yuan, accounting for 15.7% of the 361 ° Group's total revenue, an increase of 14.7% year-on-year; the Korean baby brand Akabang acquired by Langzi Group realized revenue of 661 million yuan in 2018, accounting for Langzi Group's total revenue 24.82%, a year-on-year decrease of 19.26%. Acabon, a subsidiary of the Langzi Group, is the only brand in the statistics of children's clothing brands with a year-on-year decline in revenue, and the decline has reached 19.26%. Mini Peace's decent revenue in 2018, plus more than half its growth rate, is commendable.
There are also brands with less than 500 million revenues as follows: Blonde Rabbi achieved operating income of 454 million yuan in 2018, an increase of 5.49% year-on-year; designer brand Jiangnan Buyi's children's clothing brand jnby by JNBY has revenue of 285 million yuan, accounting for total revenue of Jiangnan Buyi 14.1%, a year-on-year increase of 33%.
Comparison of net profit
Net profit reflects the ability of a company to make money. Net profit = total profit-income tax expenses. Net profit is the final result of an enterprise's operation. The more net profit, the better the company's operating efficiency; the lower the net profit, the worse the company's operating efficiency. It is the main indicator for measuring the operating efficiency of an enterprise.
From the perspective of net profit , Semir Group's financial report shows that the net profit attributable to shareholders of listed companies was 1.694 billion yuan, a year-on-year increase of 48.83%. It can be imagined that the net profit of the children's clothing business is definitely increasing; as a traditional children's clothing brand, Anel still maintained its vitality in 2018. The net profit attributable to listed shareholders was 83.387 million yuan, a year-on-year increase of 21.08%. Among the several brands that are worth mentioning are the ones with a decline in net profit: the initial shares realized a net profit attributable to shareholders of listed companies of 181 million yuan, a year-on-year decrease of 7.05%; although the initial profit of the initial shares is still in the past, but compared to Last year, the net profit fell slightly; the net profit attributable to the listed shareholders was 39.5128 million yuan, a sharp drop of 56.85% year-on-year.
Semir Group has a revenue of 157.19 and a net profit of 16.94, which is close to 10%. It can be regarded as the most profitable service company among apparel companies. Because service companies are facing inventory problems, the average final profit of 10% is already very considerable.
Comparison of development layout
As the development of the children's wear market becomes more and more mature, major children's wear brands have spared no effort to develop and expand their layouts, complement each other online and offline . In particular, as a traditional brand, Anner has been trying to take advantage of offline in the past two years to supplement online shortcomings. As of December 31, 2018, the company had 1,433 retail stores across the country, including 990 directly-operated stores and 443 franchised stores. Anel's online channels maintained rapid growth in 2018, achieving main business income of 417 million yuan, a year-on-year increase of 37.85%. Annel stated in the performance report that the substantial increase in sales revenue of the company's online channels mainly comes from the rapid growth of online direct sales channels. The company actively develops online franchise business and enhances the coverage of online channels. An important complement to the company's online channels.
Expanding domestic and foreign product lines , Semir Group acquired the European mid- to high-end children's clothing KIDILIZ Group in 2018, and promoted the multi-brand business of KIDILIZ Group in China. Its CATIMINI brand has opened its first store in China. The company also introduced The Children ’s Place, a leading North American children ’s clothing brand. Semir's internationalization has been carried out in an orderly manner. At present, the company's children's clothing business has achieved comprehensive coverage of all categories, all ages and various consumer levels, forming a complete multi-brand matrix for children's clothing.
Multi-brand matrix strategy . Now, the strategic approach of multi-brands has reached consensus among some head players. As of December 31, 2018, the total number of Mini peace stores reached 867. In 2018, the Peacebird Group established Ningbo Beitian Fashion Co., Ltd. to develop the French children's clothing Beitian PeTiT AvRiL, form a price gradient with MiniPeace, occupy the children's clothing market at different prices, and jointly increase the market share of children's clothing by Peacebird.
As of December 31, 2018, Jiangnan Buyi had a total of 1994 stores, of which 504 were jnby by JNBY stores. In addition, Pomme de terre, a young designer brand launched by Jiangnan Cloth Group in 2016, achieved sales of 23.969 million yuan in 2018, accounting for 1.3% of the group's total revenue and a year-on-year increase of 21.1%.
The children's clothing market is a huge and attractive market, and everyone wants to get a share of it. As consumer demand for children's wear grows, competition in the children's wear market with high growth potential is bound to become fiercer and fierce. The development of clothing brands by apparel brands may become a new standard trend. Driven by the current dual drive of industrial upgrading and consumption upgrading, it is not difficult to foresee that the children's clothing market in the booming development stage will maintain high-speed growth in the future and is the most important growth force of the apparel industry. In the next few years, it will become a key period for the rise of the leading brands in the local children's clothing industry.