Men'S Clothing Industry Has Not Been In The Cold Winter: Some Enterprises Have Sharply Lowered Their Net Profit Expectations.

< p > is too "a href=" http://sjfzxm.com/news/index_x.asp "optimistic" /a "or" unexpected "? The frigid degree of the men's clothing industry has exceeded the expectation of the enterprises.

Yesterday, the reporter statistics, has announced the first half of the performance notice of several men's clothing enterprises, net profit has varying degrees of decline compared to the same period, of which, Hinur and Busen reported a loss of tens of millions.

It is especially noteworthy that the expected profits of the men's clothing enterprises have been significantly reduced compared with the expected figures in the quarterly report.

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According to the announcement, P is expected to net a loss of 10 million -2000 million in the first half, a decrease of over 100% from 53 million 261 thousand and 400 yuan in the same period last year.

However, in the first quarter report released in April 26th this year, Hinur was optimistic about the first half profits. He believed that the net profit attributable to shareholders of listed companies could reach 10 million 652 thousand and 300 -2663.07 yuan.

In contrast, Busen's stock forecast was more optimistic. In the first quarter report, it is estimated that the net profit in the 1-6 months of the year will be -50%-0, and the profit interval will be 5 million 658 thousand and 200 -1131.63 yuan. The latest performance is straight down, with a projected loss of 35 million 80 thousand and 500 -3168.56 yuan, a year-on-year drop of 380%-410%.

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< p > the other two are less than a href= "http://sjfzxm.com/news/index_x.asp" > men's clothing > /a > although the net profit performance is still positive, it is also expected to have a big gap with the first quarter forecast.

In a quarterly report, it is expected that net profit may rise to 0-30% year-on-year. Recently, the announcement has changed to net profit, which has dropped by 0-20% compared with the same period last year.

The net profit of card slave road is expected to expand from 10%-30% before the same period last year to 60%-80%.

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< p > behind the roller coaster of corporate performance expectations, one of the explanations given by them is quite consistent: the market has not yet recovered.

"During the reporting period, affected by the weak external economic situation and the continuing downturn in the domestic apparel terminal retail market, especially in the 5-6 month, the retail sales situation continued to be lower than expected. The company's brand retail business has stepped up marketing investment and strengthened special sales processing, resulting in an increase in costs and a decline in gross margins."

The bird said in its announcement.

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< p > not only that, inventory is still a drag on net profit performance.

Hinur explained why the net profit margin was widening. To help the franchisee ease the inventory pressure and rearrange the channel products, the sales volume of the franchised stores decreased.

During the same period, sales promotion and labor costs rose and other factors led to a decline in gross margin.

In addition, in the face of the impact of e-commerce and international high-end brands, companies are seeking pformation in stores and positioning, but at the same time, they also push up the related costs.

"The company's new marketing network terminal cultivation period is extended, resulting in the company's direct sales revenue is not up to expectations."

Hinur said.

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< p > industry analysis shows that compared with women's fashionable styles, men's wear is relatively simple in design, and the difference among brands is relatively small.

Up to now, there is no obvious advantage of the leading enterprises. This homogenization has also intensified the competition among enterprises, which has hurt the profits of enterprises.

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