In May, the disclosure of 2016 annual report of major garment listed enterprises is coming to an end. In the generally depressed market environment of the retail industry, some men's clothing brands have begun to get out of the trough, but some are still mired in the mire.

Recently, Hailan home Co., Ltd. (hereinafter referred to as "Hailan home") released its 2016 annual report, which has become a beautiful scenic spot with a total market value of 45.197 billion yuan. According to the data, Hailan home achieved an operating revenue of 16.999 billion yuan in 2016, an increase of 7.39% compared with the same period of last year; The net profit attributable to shareholders of listed companies was 3.122 billion yuan, an increase of 5.74% over the same period last year. At the same time, in the case of large-scale closing of peers, Hailan home still maintained a rapid speed of expanding new stores. In 2016, Hailan home group had 5243 stores, including 1500 new stores (247 closed at the same time).

Like Hailan home, Jiangsu Hongdou Industrial Co., Ltd. (hereinafter referred to as "Hongdou shares"), a local men's wear brand, has also achieved double growth in operating revenue and net profit. From the financial report, the operating revenue of Hongdou Co., Ltd. was 3.041 billion yuan in 2016, a year-on-year increase of 13.92%; The net profit attributable to the shareholders of the listed company was 159 million yuan, a year-on-year increase of 95.52%.

In fact, the performance growth of Hailan home and Hongdou shares is not an example. According to the financial report released by Fujian seven wolves Industrial Co., Ltd. (hereinafter referred to as "seven wolves") on April 1, the men's clothing brand achieved a total operating revenue of 2.639 billion yuan in 2016, an increase of 6.16% over the same period of the previous year; The net profit attributable to shareholders of listed companies was 266 million yuan, a decrease of 2.14% compared with the same period last year.

Coincidentally, the earnings of men's clothing brand jiumuwang Co., Ltd. (hereinafter referred to as "jiumuwang") are also bright. In 2016, jiumuwang achieved an operating revenue of 2.271 billion yuan, a year-on-year increase of 0.65%; The net profit attributable to shareholders of listed companies was 423 million yuan, a year-on-year increase of 4.63%. Meanwhile, jiumuwang released a report for the first quarter of 2017, saying that jiumuwang achieved a revenue of 664 million yuan and a net profit of 159 million yuan in the first quarter of 2017, with a year-on-year increase of 13.6% and 23.92% respectively.

With the intensification of market competition and the slowdown of the growth of the garment industry, it is also an indisputable fact that enterprises suffer from the decline of performance.

The performance of Youngor Group Co., Ltd. (hereinafter referred to as "Youngor"), which started with men's clothing, has not ushered in the spring of performance. Recently, Youngor released its 2016 annual express, which showed that its operating revenue in 2016 was 14.895 billion yuan, a year-on-year increase of 2.53%; The net profit attributable to shareholders of listed companies was 3.684 billion yuan, a year-on-year decrease of 15.71%. For the main reason for the decline in performance, Youngor said that it was mainly due to the decrease in the income realized by the investment business.

Compared with Hailan home, the cold winter of men's clothing brand baoxiniao Group Co., Ltd. (hereinafter referred to as "baoxiniao") seems to be more violent than ever. According to the data, in 2016, the Annunciation realized an operating revenue of 2.008 billion yuan, a decrease of 10.41% over the same period of last year; The net profit attributable to the shareholders of the listed company was 387 million yuan, a significant decrease of 486.63% over the same period of the previous year.

This is not the first time that the annunciator has lost money for the whole year. The reporter found that since 2013, affected by various internal and external factors, the net profit of Annunciation has begun to decline. In the subsequent years of 2013, 2014 and 2015, its net profit decreased by 66.35%, 16.60% and 25.39% respectively.

In addition, the performance of China LiLang Co., Ltd. (hereinafter referred to as "LiLang") listed in Hong Kong in 2016 was not satisfactory. By the end of 2016, LiLang had achieved an operating revenue of 2.412 billion yuan, down 10.3% from 2.689 billion yuan in the same period last year; The net profit was 1.36 billion yuan, a year-on-year decrease of 3.65%. LiLang said that the reduction of terminal outlets of the main brand annunciator and the depression of terminal retail are the "root cause" of this bad report card.

Industry insiders believe that the current garment industry is still difficult and the transformation is still on the way. China's clothing industry is experiencing a process of reincarnation, but the scale of the whole industry is increasing. Specifically, in the field of men's clothing, consumers' demand is still increasing, but they prefer some emerging, more tonal and differentiated brands.