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Dr. Frog Issued A Profit Warning For Children'S Wear.

2013/11/12 22:26:00 32

Doctor Frog Profit Warning Children'S Clothing Management

several joys and worries. A few days ago, the doctor frog, who is listed as China's ten largest children's clothing brand, issued a profit warning. The group's income in the 6 months ended June 30th will be significantly lower than that of the same period last year. Another industry insider told reporters that in fact, most of the children's clothing brands are not optimistic about their profitability. The sales channel is not mature and the brand positioning is not clear. But it is also worth noting that children's clothing business, including Semir, 361 degrees, and other leisure sports brands, has been reported frequently. 
 the enterprise's self aeration performance declined /p >
 November 5th, Hong Kong listed companies < a href= "//www.sjfzxm.com/news/index_c.asp" > doctoral frog < /a > announcement is expected that the first half of the company will have a sharp decrease in income, which will bring negative effects to its profit after tax in the same period. The company explained that during the reporting period, the overall economic environment was poor, and the reintegration of shops and businesses and group management fees and operating costs continued to be high, which was an important reason for the decline in performance. 
 however, according to the reporter's observation, recently, the industry appreciates the < a href= "//www.sjfzxm.com/news/index_c.asp" > children's wear industry < /a >, especially the children's clothing business under the brand of leisure and sports. Semir semi annual report shows that its children's clothing income increased 23.2% to 895 million yuan over the same period, and the proportion of total income increased by 5 percentage points to 33% from 28% in 2011. In the same period, the children's clothing income of 361 degrees accounted for 10.4% of the group's turnover, which was significantly higher than that of last year's 7.5%. In addition, many brands also emphasized in their earnings report that children's clothing business should be overweight this year. 
 however, this golden road is not easy to go. CIC consultant light industry researcher Zhu Qinghua told the Beijing Business Daily reporter that at present, besides the brand development of Semir and 361 degree children's clothing, most of the children's clothing brand's profit situation is still not optimistic. 
 > a href= "//www.sjfzxm.com/news/index_c.asp" > brand channel < /a > children's wear short board /p >
 in Zhu Qinghua's view, there is a commonality among the more successful brands now: "pay attention to brand image building, pursue innovation in design, strictly guarantee the quality of production, and have wide sales channels". And those poor brands, "in positioning, design, production, sales and cost control and other aspects of the problem will lead to failure." 
 another industry analyst said, "many enterprises only regard the children's clothing brand as the subsidiary brand of the garment, they do not hire professional operators, nor have they determined to make children's clothing bigger and stronger." The industry said. 
 besides, some children's wear brands are also planted in the channels. According to the introduction, many brands have vigorously opened up shopping malls in the early stage of operation. However, the high threshold of shopping malls requires enterprises to spend a lot of cost and energy, which will put more pressure on the clothing enterprises that have already suffered from economic downturn. 
 should focus on multi brand operation .
Chen Zhicheng, general manager of "P > 361 degree children's clothing business center, said that in the era of industry differentiation, the brand can only achieve success if the product is refined and specialized. In addition, the role of personnel training for children's clothing development can not be overlooked. "What is most lacking in enterprises now is those with actual combat experience. Many business owners are short-sighted, do not know how to cultivate talents, and when they have difficulties, they expect the airborne troops. In fact, airborne troops are often unable to cure old injuries. Chen Zhicheng said. 
 in terms of sales channels, Zheng Qingyu, vice president of good boy (China) group, introduced from his experience that since 2008 it has made a comprehensive agent for small Nike in China, and now its turnover is about 1 billion yuan. "After comparison, it is found that the average monthly output of a single brand may be 100 thousand yuan, and that of the two brands may be 130 thousand yuan, an increase of 30%. If the five or six brands work together, it will reach more than 500 thousand yuan. "