Editor's Notes: As early as last November, Canoudi Road Garment Co., Ltd. (002656, hereinafter referred to as Kanudi Road) succeeded in making a breakthrough, which was not easy in the IPO of apparel companies that were not ideal in 2011.
As early as last November, Canoudi Road Fashion Co., Ltd. of Guangzhou (002656, hereinafter referred to as Kanudi Road) succeeded in customs clearance, which was not easy in the apparel industry IPO that was not ideal in 2011.
This high-end menswear brand, which has long focused on business travel and fashion, has always been guided by leading fashion culture and design concepts. It has become one of the more influential business travel fashion brands in China, and “the retail sales of branded terminals rank among the top in domestic senior menswear brands. ". In its prospectus, it disclosed that Kanuodyi Road intends to raise 380 million yuan to raise funds for marketing network construction projects and information system technological transformation projects, with a total investment of 344 million yuan and 0.35 billion yuan respectively.
According to industry analysts, Kanudi Road has already formed a certain influence in China. This time, the funds raised will be mainly used for the construction of marketing networks, and will continue to consolidate the existing high-end men's wear brand.
The high-end menswear market is broad With the sustained and rapid development of the domestic economy, the disposable income of residents continues to increase, and the urban middle class’s population has increased rapidly. The increase in disposable income and the middle-class population has promoted changes in personal consumption preferences and a higher pursuit of the quality of consumer goods. The market size of high-end consumer goods (including high-end apparel) will increase significantly. For the apparel industry, consumers are more inclined to choose high-quality, high-level brand awareness and fashion accessories.
It is based on the good prospects of the Chinese market that many international high-end brand retailers have already deployed the domestic market. The international front-line brands are passing their strong brand building and promotion capabilities, product design capabilities, channel building capabilities, marketing capabilities and supply chain. Management capabilities, catch up and spread the changing international trends, penetrate and expand the broad prospects of the Chinese market, and have opened outlets in the core channels of major cities in China.
According to Euromonitor’s research report on 15 Chinese brands, 8 industry associations, and 3 industry observers published in the “China High-end Men's Clothing Market†industry report, the average hang tag retail sales in the product line The unit price of 1,500 yuan is the standard, and the men's wear brand whose average retail price of the shirt is higher than 1500 yuan is defined as senior men's wear.
Kanudi Road is located in the senior menswear market.
Industry advantages are clearly known. Men's wear is a market that focuses on the brand's influence. Especially in the high-end men's wear market, consumers have high awareness and loyalty to well-known products.
According to the person in charge at Kanudi Road, “If we want to make greater progress, we need to invest a lot of manpower and material resources in product quality, R&D and design, marketing network, and brand culture.â€
Let Kanuodyi Road emboldened to continue to increase investment is China's policy support to the apparel industry and the advantages of the apparel industry chain itself.
In June 2006, the "Eleventh Five-Year Plan for Development of China's Textile Industry" and the "Reform and Revitalization Plan for the Textile Industry and Equipment Manufacturing Industry" promulgated in February 2009, as well as the "Accelerating Promotion of Apparel" issued in September 2009, were promulgated. "Guiding Opinions on the Construction of Self-owned Brands in Home Textiles" clearly stated that it is necessary to cultivate self-owned brands with international influence and provide strong policy support for independent brand apparel companies.
At the same time, with a rich supply of raw materials, high labor quality, and good infrastructure, China has become a global manufacturing center and a processing base for world-renowned apparel brands. Among them, a large number of enterprises have a high degree of specialization, a high level of management, and a high degree of adaptability. They produce for many world-class branded apparel companies. China's textile and clothing industry has significant industrial chain advantages.
In spite of this, Canudi Road also has a clear understanding of its environment.
The person in charge of Canudi Road said frankly that the current competition of senior men's wear brands is very fierce. “On the one hand, foreign brands have stepped up the development pace of the domestic market, and international brands are working on product design, brand awareness, professional talents, and sales channel operations. It has significant advantages; on the other hand, domestic high-end brands have also continuously increased channel scale and brand operations, and the industry's competition has been continuously upgraded.â€
“We also have a bottleneck that needs to be overcome as quickly as possible, that is, the industry’s overall investment in information management systems is relatively inadequate, and the corresponding information management software on the market is also lacking. Enterprises need to rely more on their own efforts to develop or redevelop their business. Demand information management system," the person in charge said, "So we will come up with RMB 35 million for the transformation of information system technology."
High margins to promote analysis of high-growth industry insiders, which can enable Canudi Road to succeed is the rapid growth of its gross profit margin in recent years.
Based on all products, from 2009 to 2011, the comprehensive gross profit margin of Kanudi Road reached 57.96%, 62.61% and 62.98%, respectively, which was far higher than the industry's average of 50.76%.
Another important data--single store sales is also a portrait of the rapid growth of Canudi Road. In 2011, the sales revenue of Canudi Road was 1.65 million yuan, and in 2009 it also reached 12.384 million yuan, according to the prospectus. At that time, the industry’s average income was 903,100 yuan. Industry experts pointed out that this figure should be annual statistics. Considering that the company has new stores every year, and some stores are actually not operating throughout the year, the figure is actually even higher.
According to industry sources, there is a certain correlation between the high-end menswear retail market such as Kanudi Road and the national economy. As the domestic economy has maintained rapid growth and will maintain rapid development in the foreseeable future, overall, the overall profit level of the domestic senior menswear industry will continue to grow. In addition, domestic high-end men's brand retailers are still in the growth phase of brand operations, and their overall profitability levels are on the rise, and are gradually approaching the level of international first-line brand profitability.
In addition, according to Euromonitor's research report, the total retail sales of the senior menswear market in 2009 was approximately 58.91 billion yuan, and the average annual compound growth rate in the period from 2003 to 2009 reached 26.1%; the domestic market for senior menswear is expected to reach 2014. The scale will reach 146.408 billion yuan, and the average annual compound growth rate will be approximately 19.6% from 2010 to 2014. At the same time, the ratio of senior men's clothing sales to the entire men's clothing market will gradually increase from 7.8% in 2003 to 11.4% in 2009. It is expected to increase to 13.7% by 2014.
According to the industry insiders mentioned above, it is against this backdrop of high growth that Canudi Road, as a well-known high-end menswear brand in China, can rely on its inherent advantages to achieve greater development.
As early as last November, Canoudi Road Fashion Co., Ltd. of Guangzhou (002656, hereinafter referred to as Kanudi Road) succeeded in customs clearance, which was not easy in the apparel industry IPO that was not ideal in 2011.
This high-end menswear brand, which has long focused on business travel and fashion, has always been guided by leading fashion culture and design concepts. It has become one of the more influential business travel fashion brands in China, and “the retail sales of branded terminals rank among the top in domestic senior menswear brands. ". In its prospectus, it disclosed that Kanuodyi Road intends to raise 380 million yuan to raise funds for marketing network construction projects and information system technological transformation projects, with a total investment of 344 million yuan and 0.35 billion yuan respectively.
According to industry analysts, Kanudi Road has already formed a certain influence in China. This time, the funds raised will be mainly used for the construction of marketing networks, and will continue to consolidate the existing high-end men's wear brand.
The high-end menswear market is broad With the sustained and rapid development of the domestic economy, the disposable income of residents continues to increase, and the urban middle class’s population has increased rapidly. The increase in disposable income and the middle-class population has promoted changes in personal consumption preferences and a higher pursuit of the quality of consumer goods. The market size of high-end consumer goods (including high-end apparel) will increase significantly. For the apparel industry, consumers are more inclined to choose high-quality, high-level brand awareness and fashion accessories.
It is based on the good prospects of the Chinese market that many international high-end brand retailers have already deployed the domestic market. The international front-line brands are passing their strong brand building and promotion capabilities, product design capabilities, channel building capabilities, marketing capabilities and supply chain. Management capabilities, catch up and spread the changing international trends, penetrate and expand the broad prospects of the Chinese market, and have opened outlets in the core channels of major cities in China.
According to Euromonitor’s research report on 15 Chinese brands, 8 industry associations, and 3 industry observers published in the “China High-end Men's Clothing Market†industry report, the average hang tag retail sales in the product line The unit price of 1,500 yuan is the standard, and the men's wear brand whose average retail price of the shirt is higher than 1500 yuan is defined as senior men's wear.
Kanudi Road is located in the senior menswear market.
Industry advantages are clearly known. Men's wear is a market that focuses on the brand's influence. Especially in the high-end men's wear market, consumers have high awareness and loyalty to well-known products.
According to the person in charge at Kanudi Road, “If we want to make greater progress, we need to invest a lot of manpower and material resources in product quality, R&D and design, marketing network, and brand culture.â€
Let Kanuodyi Road emboldened to continue to increase investment is China's policy support to the apparel industry and the advantages of the apparel industry chain itself.
In June 2006, the "Eleventh Five-Year Plan for Development of China's Textile Industry" and the "Reform and Revitalization Plan for the Textile Industry and Equipment Manufacturing Industry" promulgated in February 2009, as well as the "Accelerating Promotion of Apparel" issued in September 2009, were promulgated. "Guiding Opinions on the Construction of Self-owned Brands in Home Textiles" clearly stated that it is necessary to cultivate self-owned brands with international influence and provide strong policy support for independent brand apparel companies.
At the same time, with a rich supply of raw materials, high labor quality, and good infrastructure, China has become a global manufacturing center and a processing base for world-renowned apparel brands. Among them, a large number of enterprises have a high degree of specialization, a high level of management, and a high degree of adaptability. They produce for many world-class branded apparel companies. China's textile and clothing industry has significant industrial chain advantages.
In spite of this, Canudi Road also has a clear understanding of its environment.
The person in charge of Canudi Road said frankly that the current competition of senior men's wear brands is very fierce. “On the one hand, foreign brands have stepped up the development pace of the domestic market, and international brands are working on product design, brand awareness, professional talents, and sales channel operations. It has significant advantages; on the other hand, domestic high-end brands have also continuously increased channel scale and brand operations, and the industry's competition has been continuously upgraded.â€
“We also have a bottleneck that needs to be overcome as quickly as possible, that is, the industry’s overall investment in information management systems is relatively inadequate, and the corresponding information management software on the market is also lacking. Enterprises need to rely more on their own efforts to develop or redevelop their business. Demand information management system," the person in charge said, "So we will come up with RMB 35 million for the transformation of information system technology."
High margins to promote analysis of high-growth industry insiders, which can enable Canudi Road to succeed is the rapid growth of its gross profit margin in recent years.
Based on all products, from 2009 to 2011, the comprehensive gross profit margin of Kanudi Road reached 57.96%, 62.61% and 62.98%, respectively, which was far higher than the industry's average of 50.76%.
Another important data--single store sales is also a portrait of the rapid growth of Canudi Road. In 2011, the sales revenue of Canudi Road was 1.65 million yuan, and in 2009 it also reached 12.384 million yuan, according to the prospectus. At that time, the industry’s average income was 903,100 yuan. Industry experts pointed out that this figure should be annual statistics. Considering that the company has new stores every year, and some stores are actually not operating throughout the year, the figure is actually even higher.
According to industry sources, there is a certain correlation between the high-end menswear retail market such as Kanudi Road and the national economy. As the domestic economy has maintained rapid growth and will maintain rapid development in the foreseeable future, overall, the overall profit level of the domestic senior menswear industry will continue to grow. In addition, domestic high-end men's brand retailers are still in the growth phase of brand operations, and their overall profitability levels are on the rise, and are gradually approaching the level of international first-line brand profitability.
In addition, according to Euromonitor's research report, the total retail sales of the senior menswear market in 2009 was approximately 58.91 billion yuan, and the average annual compound growth rate in the period from 2003 to 2009 reached 26.1%; the domestic market for senior menswear is expected to reach 2014. The scale will reach 146.408 billion yuan, and the average annual compound growth rate will be approximately 19.6% from 2010 to 2014. At the same time, the ratio of senior men's clothing sales to the entire men's clothing market will gradually increase from 7.8% in 2003 to 11.4% in 2009. It is expected to increase to 13.7% by 2014.
According to the industry insiders mentioned above, it is against this backdrop of high growth that Canudi Road, as a well-known high-end menswear brand in China, can rely on its inherent advantages to achieve greater development.
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