"Men's Wardrobe" - Hla Group Corp.Ltd(600398) will also enter the meta universe.
Recently, Hla Group Corp.Ltd(600398) Brand Management Co., Ltd. applied for the trademark of " Hla Group Corp.Ltd(600398) yuan universe", which is classified into 18 categories internationally.
Leather goods "and" 25 kinds of clothing, shoes and hats ", the current trademark status is" trademark application ". However, under the background of cooling the concept of" Yuan universe "in the capital market, Hla Group Corp.Ltd(600398) this news did not cause significant fluctuations in the stock price. On November 26, Hla Group Corp.Ltd(600398) closed at 6.35 yuan / share, slightly down 1.24%, with a total market value of 27.429 billion yuan.
On November 26, the reporter of Huaxia times learned from Hla Group Corp.Ltd(600398) relevant people that this is not the first time that Hla Group Corp.Ltd(600398) has set foot in the meta universe. Previously Hla Group Corp.Ltd(600398) had cross-border cooperation with the mobile tour Jedi survival: stimulating the battlefield and China's first hyper realistic digital man ayayi.
If setting foot in the meta universe is Hla Group Corp.Ltd(600398) an "upward exploration" for the future, sticking to the third and fourth tier cities and actively improving the market share in County cities is Hla Group Corp.Ltd(600398) 's "downward search". Can the "national brand" Hla Group Corp.Ltd(600398) still sit still after UNIQLO publicly announced that it had entered the sinking market?
getting involved in the meta universe is not just a gimmick?
" Hla Group Corp.Ltd(600398) , man's wardrobe." The concise and popular advertising language has made a reputation for Hla Group Corp.Ltd(600398) . But Hla Group Corp.Ltd(600398) wants to do more than just men's business. Public information shows that at present, Hla Group Corp.Ltd(600398) has many brands, including Hla Group Corp.Ltd(600398) (men's wear), ovv (women's wear), boys and girls (children's wear), San Keno (professional wear) and Hailan preferred life hall (life home).
In the future Hla Group Corp.Ltd(600398) may also do business in the meta universe. On November 18, Hla Group Corp.Ltd(600398) Brand Management Co., Ltd. applied for the trademark of " Hla Group Corp.Ltd(600398) yuanuniverse", which is internationally classified as "18 categories of leather goods" and "25 categories of clothing, shoes and hats", and the current trademark status is "under trademark application".
It is reported that Hla Group Corp.Ltd(600398) is not the first time to set foot in the "meta universe". As early as 2018, Hla Group Corp.Ltd(600398) launched cross-border cooperation with Tencent's mobile game Jedi survival: stimulating the battlefield with the theme of "wearing Hla Group Corp.Ltd(600398) and stimulating eating chicken". Offline Hla Group Corp.Ltd(600398) launched customized t-shirts for Jedi survival: affecting the battlefield, and Tencent also launched Hla Group Corp.Ltd(600398) customized fashion in the game.
On November 26, Hla Group Corp.Ltd(600398) related people introduced to the reporter of Huaxia times: "on October 25 this year, Hla Group Corp.Ltd(600398) cooperated with ALI Metahuman and ayayi, who is also the digital manager of tmall super brand day, to pay tribute to China's aerospace spirit."
There will be more possibilities between enterprises and the meta universe in the future. "Enterprise metauniverse" was proposed by Microsoft CEO Satya NADELLA in May this year, "You can start with digital twins and build a rich physical or logical digital model that can span people, places, things and their interactions, whether assets, products or complex environments. Digital twins bind the physical world in real time. You can use hybrid reality to monitor and collaborate in the environment," he said In short, this means that it will be possible for enterprises to replicate the changes simulated in the virtual world in the real world.
Although it is still in its infancy, enterprises have made similar attempts. This year, Gucci's Centennial Exhibition Gucci Garden: archtypes not only held offline exhibitions in the Lord's Square in Florence, Italy, but also held online virtual exhibitions on roblox's online game creation platform. It is worth mentioning that previously, Robles players spent 350000 robux (the currency on Robles, which can be converted into real currency, about US $4115) to buy a limited edition Gucci virtual package.
Referring to the motivation of Hla Group Corp.Ltd(600398) to set foot in the meta universe in the future, Hla Group Corp.Ltd(600398) relevant people told reporters that " Hla Group Corp.Ltd(600398) exploration in the meta universe has brought new inspiration to industrial digitization and given designers, enterprises, digital fashion and digital economy a deeper understanding." The person said that as a leading garment enterprise in China, Hla Group Corp.Ltd(600398) embraces the hot spots and opportunities of emerging things such as Yuan universe, accelerates the digital transformation process of the textile and garment industry, and leads the digital innovation and development of the industry.
high inventory
It still takes time to explore the real linkage with the meta universe. Back to the real market, Hla Group Corp.Ltd(600398) we have to face the fierce competition pattern. UNIQLO recently announced that it will enter the third and fourth tier cities, which undoubtedly means that Hla Group Corp.Ltd(600398) will have a "face-to-face confrontation" with it. It should be noted that in the view of the outside world, Hla Group Corp.Ltd(600398) still has many problems to be solved.
The first is the problem of high Hla Group Corp.Ltd(600398) inventory. According to the third quarterly report of 2021, by the end of September, the inventory scale had reached 9.251 billion yuan, an increase of 613 million yuan over the same period of the previous year, and the inventory accounted for 41.33% of current assets. The data of Zhejiang Semir Garment Co.Ltd(002563) and Ningbo Peacebird Fashion Co.Ltd(603877) of both A-share listed companies are RMB 4.022 billion and RMB 2.817 billion respectively; Accounting for 28.45% and 42.72% of current assets respectively. From the data of total inventory and the proportion of inventory in current assets, Hla Group Corp.Ltd(600398) This data is relatively high.
The high inventory data is also due to the business model of Hla Group Corp.Ltd(600398) . On November 26, Li Yingtao, senior analyst of Analysys new consumption, analyzed in an interview with Huaxia times that Hla Group Corp.Ltd(600398) adopts the mode of joint operation with suppliers. "While sharing profits with suppliers, they also share risks with them."
From the financial report data, the inventory turnover days of Hla Group Corp.Ltd(600398) from 2018 to 2020 were 286.35, 250.61 and 263.64 respectively. As a comparison, the inventory turnover days of Senma in the same period were 129.34, 138.11, or 131.16 respectively. However, it is noteworthy that Hla Group Corp.Ltd(600398) in these three years, the turnover days of accounts receivable were 12.07, 11.95 and 17.5, while the turnover days of accounts payable were 198.91, 157.91 and 181.74.
From the above data, Hla Group Corp.Ltd(600398) will lengthen the accounting period paid to upstream suppliers and shorten the accounts receivable period for downstream franchisees and associates, so as to ensure sufficient cash flow of the company. For comparison, the days of accounts receivable turnover and accounts payable turnover in the same period Zhejiang Semir Garment Co.Ltd(002563) in 2020 were 39.84 and 78.31 respectively From 2018 to 2020, Hla Group Corp.Ltd(600398) net cash flows from operating activities were RMB 2.419 billion, RMB 3.462 billion and RMB 2.83 billion respectively.
On the other hand, Li Yingtao pointed out that high inventory is not only a common worry for garment enterprises, but also the biggest business risk. However, around 2012, the emergence of vipshop and online "double 11" and other special sales activities provided inventory output channels for Hla Group Corp.Ltd(600398) and other garment enterprises. At the same time, offline outlets and other discount stores are also one of the channels to clear inventory.
County stores confront UNIQLO
This year, Liu Jingzheng, President and President of UNIQLO's parent company infomercial group, publicly said that he would actively open stores in China's second and third tier cities with low popularity of UNIQLO in the future. The second and third tier cities are the "main positions" of Hla Group Corp.Ltd(600398) .
Li Yingtao pointed out that UNIQLO and Hla Group Corp.Ltd(600398) belong to "quality parity track", "at the same time, this track has become saturated." By the end of September 2021, Hla Group Corp.Ltd(600398) there were 7537 stores nationwide, a net increase of 156 compared with the beginning of the period. At present, UNIQLO has more than 820 stores in Huamen. "At present Hla Group Corp.Ltd(600398) has done very well in this track, and the number of more than 7000 stores across the country has become saturated. UNIQLO will be its biggest competitor in the future." The above person added.
In the first three quarters of this year, Hla Group Corp.Ltd(600398) recorded a revenue of about 14.16 billion yuan, a year-on-year increase of 20.19%; The net profit was about 2.05 billion yuan, a year-on-year increase of 58.7%. But Hla Group Corp.Ltd(600398) pointed out in the financial report that the high growth was attributed to the decrease in sales caused by the epidemic in the same period of last year. Compared with the revenue of about 14.69 billion yuan and the net profit of 2.62 billion yuan in the same period in 2019, it decreased by about 3.6% and 21.8% respectively.
Revenue growth is blocked, Hla Group Corp.Ltd(600398) or "treasure" may be bet on multi brand development and brand upgrading. At present, Hla Group Corp.Ltd(600398) has a number of other brands, including customized clothing brand "San Keno", boutique women's clothing brand "ovv", home brand "Hailan preferred", etc. It is worth mentioning that in addition to Hla Group Corp.Ltd(600398) main brands, St. Keno contributed the most revenue. In the first three quarters, St. Keno contributed about 1.48 billion yuan to Hla Group Corp.Ltd(600398) , while other brands contributed about 1.29 billion yuan in total.
" Hla Group Corp.Ltd(600398) at present, the main goal is to develop upward." Li Yingtao said, "on the one hand, Hla Group Corp.Ltd(600398) can choose to take the route of brand upgrading, such as creating Hailan preferred home brand; on the other hand, you can refer to Anta's acquisition of FILA to take the route of in vitro incubation." However, the "Aiju rabbit" brand created by Hla Group Corp.Ltd(600398) has not achieved good results. It is reported that the brand is the women's version of Hla Group Corp.Ltd(600398) .
On November 26, Hla Group Corp.Ltd(600398) stakeholders told reporters that in terms of offline layout, Hla Group Corp.Ltd(600398) put forward the plan of "stable development and increasing floor efficiency" of stores. On the one hand, adjust and optimize the existing stores, and adjust individual stores with poor benefits and overlapping customer coverage; On the other hand, expanding stores around the core location of shopping centers and shops. At present, HLA has in-depth cooperation and rapid expansion with national systems and regional strong systems.
It can be predicted that Hla Group Corp.Ltd(600398) will have a positive competition with UNIQLO in the sinking market of second and third tier cities in the future. When the reporter asked Hla Group Corp.Ltd(600398) relevant people how the company viewed UNIQLO's entry into the sinking market and regarded Hla Group Corp.Ltd(600398) as a competitor, the other party said it was inconvenient to answer.
(Huaxia times)
