Founded in the special listing of two years to become Dongguan garment "first share"

In Dongguan clothing industry, Dongguan found special clothing called a mysterious and legendary dark horse. In 2005, the Marsh Brothers and sisters founded the company, different from the usual "build the market, build a factory," the production mode to quickly make it popular in the market; Humen known as the "South School" clothing distribution center, hatching a number of brands including pure, Song Ying, including , But Dongguan clothing "the first share" but by the special search in the road????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? /FONT>

Take the path of “off the production and avoiding the factory”

By the end of last year, it has a total of 1521 stores, of which 129 outlets spread, joining stores 1392. This means that more than 400 days of gold on the market for search in particular has won 35.44 percent of store growth.

This has been achieved, it is difficult to expect the beginning of 2005 when record companies. That year, Ma Hong, Ma Shaowen and sister Ma Shaoxian in the road? Mirage couch ǘ? Ganxing Yan Yin-e? Wo Xing smoked? W elf to do? Lu Minato exhausted?-E Yan Yao-hui parent crude beer Postscript Ran ü ko В? Haiku ㄊ harmonic barium downtown condyle meal of the day ?? J ?? sword steep ü? but worry shore pine-pyo Park shin chop shop Kang Jue? wolf fishy Mao? bath bar patrol? Lv А barium Farm twisted sword ?? ⑵ shearwaters about de Dutch peach fat Ding? / FONT >

Search in particular to join and take the main Direct sales model combining "trend line" youth brand casual wear, this asset-light model will help the company save money invested quickly occupied the gaps in the market, reduce investment risk.

In order to supply 1,521 stores, Souart established a "prolific" design center. With a small number of models, it designed more than 5,400 new models each year, and finally listed nearly 3,000 new models in order to promote the emergence of terminal stores. Rate.

Specializing in third- and fourth-tier cities

The company was founded in the sixth year, in November 2010, found in special landing SZSE SME board. As soon as it went public, the stock price was as high as 75 yuan per share, and the price-to-earnings ratio of 113.6 times made the 2 million-unit clothing retail company reap nearly 4.8 billion yuan in just 5 years.

In addition to the light asset model of light production redesign and sales, Souite also decided to avoid the smashing of peers in the first-tier and second-tier cities, to attack the third and fourth-tier cities, and took the lead in the industry to put forward the concept of “fashion to the countryside”. It was even tagged by the media as "a rural fashion hegemon." At present, sales in third and fourth-tier cities account for about 80% of sales.

In this regard, Ma Hong's explanation is that the domestic market for three or four types of markets is vast, and a large number of blank markets need to be developed. For the use of proceeds from listings, Sojur is adhering to the "most of the publishers' construction of 38 stores in the youth casual wear market." Further consolidate the position of the issuer in the domestic youth casual wear market.

Competing peers

Senma

In 2011, Senma's total operating revenue was 7.761 billion yuan and net profit was 123 million yuan. As of the end of 2011, there were more than 4,000 Summa brand terminal stores. Youth leisure style positioning, cost-effective pricing, coupled with the second and third tier cities to enter, Sima and the trend of the front line of veneer at a glance.

Smith Barney

In 2011, Smithland’s operating income was 9.945 billion yuan and net profit was 1.206 billion yuan. By the end of 2011, there were 4,164 Smith Barney stores, including 659 directly-operated stores, a net increase of 170; and 3,505 franchised stores, a net increase of 609. Smith Barney’s investment in direct stores is also worth looking for.

Pure

As the iconic brand of Humen Apparel, with pure 2011 sales of 5.8 billion yuan, and 316 million yuan in tax revenue ranked first in private enterprises in Dongguan, this year it is trying to reach 7 billion in sales. The 16-year-old clothing brand is a “honesty” strategy for quick shop opening.

Reporter observation

"Base Camp" competition intensifies the ratio of self-operated stores

Although the business model of Sohu Assets was once amplified and praised, the franchise business model still makes it on the ice.

The operating period of the searched special franchise stores is generally not less than 2 years. The company currently does not collect franchising fee in any form from the franchise stores. It mainly uses franchisees to buy out the goods to earn the difference.

For such a business model, Sojourd also admitted that “the company’s control over franchise stores is low, and the loss of franchise stores may affect the company's operating performance and future development risks.” Compared with the industry giants, the proportion of self-operated stores Small, has become a significant weakness in the front line of the trend, the company said that the next phase will focus on the development of direct sales stores and strategic franchise.

With fierce competition among peers in the first and second-tier markets, some of the dominant brands have begun to enter the third and fourth markets, leading to increased competition in the so-called “base camp” market.