Clothing industry, as a branch of mass consumer goods, is an early open competition industry in China. Mason Clothing was founded in 1996. After more than 20 years' development, it has now become a leading enterprise in casual wear in China. According to the annual performance report recently disclosed by the company, 201571600 million yuan, a year-on-year increase of 30.68%, and a net profit of1693 million yuan, a year-on-year increase of 48.74%.
In fact, from 20 12 to 20 18, the compound annual growth rate of business income of Mason Clothing reached 14%, and the compound annual growth rate of net profit was also 14%. In the face of fierce competition from many domestic and foreign brands, it is very rare for Mason to maintain such growth.
In this activity of entering the listed company, many investors learned for the first time that Mason Clothing does not have its own factory, and the sales model is mainly franchise, supplemented by direct sales. What does Mason rely on to gain a foothold in this fully competitive market?
Zong Huichun, secretary of the board of directors of Mason Clothing, said that brand operation, product development and supply chain management capabilities are the company's greatest advantages. "Since its inception, Mason Clothing has adopted a model of virtual management and light assets. We believe that this model has been promoted for a long time in the past, present and future. Our production is all outsourced, which is based on the decision made by China as a textile country with sufficient production capacity and outstanding buyer's market position. " Zong Huichun said.
Looking over the balance sheet of Mason Clothing for 20 17 years (the annual report of 20 18 has not been disclosed yet), warehousing and logistics park, inventory and cash assets are the three main forms of the company's assets. According to Zong Huichun, the company currently has more than 900 acres of logistics parks, with a total investment of more than 2.7 billion.
Strong supply chain management ability enables Mason to form a firm control over upstream suppliers and downstream distributors. "We entrust the links with low added value to upstream suppliers and downstream agents. We do a good job in intermediate brand management and design research and development. This model is light asset management. The rapid development of Mason in recent years also shows that our concept is correct. " Qiu Guanghe, chairman of Mason Clothing, said.
At present, Mason's two major clothing brands have achieved tens of billions of retail sales. Among them, the growth momentum of children's wear brand "Balabala" is even more rapid. According to the statistics of Euromonitor, the market share of Barabara increased from 4.9% at the beginning of the year to 5.6% at the end of the year in 20 18, while the market share of Adidas children's wear ranked second was only10.2%, and the market share of the other ten brands was insufficient 1%.
Under the background of relaxed overall competitive environment in children's wear industry, Mason has made continuous efforts to further expand the company's position in the industry. In 20 18, mason garments carried out two important tasks, both related to children's wear industry. One is to acquire the French children's wear brand Kidiliz, and the other is to represent CHILDREN'S PLACE, the largest children's wear brand in North America.
"Through brand optimization in recent years, continuous adjustment and combing of supply chain and integration of channel layout, despite many challenges and pressures, Mason's two brands have achieved tens of billions of sales scale. Through the development in the next five years, four brands will reach this level. " Qiu Guanghe concluded.