Esprit Lost A Lot Of Early Warning Changes Caused By The Loss Of Positioning

< p > "please come fast fashion people, can not learn the soul of fast fashion."

This is perhaps the most realistic portrayal of Esprit's parent company.

The former Si Jie world is still a blue chip stock with a 47 fold increase in nine years and a compound growth rate of 52.7%.

In recent days, the three year downhill way of thinking global has brought the huge deficit warning and the "new three year" plan in sync.

This time, the reform of the global bailout market seemed pragmatic and sad.

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< p > < strong > < < /strong > > /p > "old retail king" in the past.

Under the leadership of former chairman Xing Liyuan, P has experienced the most brilliant era so far, and was once regarded as a "retail king" in Hong Kong stocks.

However, with the constant reduction of the largest shareholder Xing Li Yuan, Si Jie is also like a deflated ball and goes straight downhill.

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< p > Xing Liyuan's departure five years ago triggered the high level turmoil in Si Jie world, and the "sequela" of this turmoil has continued to this day. The global fortune has been dug off from ZARA and H&M, but these executives have left.

After 2008, Si Jie world has been emphasizing that it is troubled by wholesale business and European business, and its performance is not satisfactory, and this reason has been used to this day.

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In 2011, P, former CEO of van der SW, announced that he wanted to rebuild the brand image of HK $18 billion 500 million and win back the "Esprit lady".

At that time, in front of SG, the net profit fell from HK $4 billion 230 million in 2010 to HK $79 million, a year-on-year decline of 98%.

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Less than P. Two years ago, the declaration of declaration of commitment by SGX ended in the investor relations day of May 14th this year.

It took two hours to review the company's performance, and Ma Hao Si also proposed his new three year plan.

Unlike in the past, Ma Hao Si did not give investors a "reassurance", but early warning, said: "the savings oriented new plan implementation time is 2014-2016 years, estimated 2013-2014 fiscal year, the company's sales will continue to decline."

Just five days before the investor relations day, Si Jie global has just issued an early warning that a significant loss will be recorded in the second half of the fiscal year.

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< p > < strong > high level change leads to loss of location < /strong > < /p >

< p > in the independent a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > Service commentator Ma Gang, it seems that the high-level personnel shock makes the global positioning of Si Jie more and more obscure.

"Si Jie global pformation has achieved little success, and every change of plan at the top of the globe has made it increasingly ambiguous.

At the same time, there were no pilot projects before the implementation of the plan, and most of the changes were based on high-level experience.

Ma Gang said that in recent years, Si Jie has been in the "fast fashion", "light luxury" and other positioning between the wandering.

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P does not seem to agree with the pformation of Si Jie global.

Ms. Wu, who is keen on Esprit, said that in 2010, young and fashionable Esprit attracted her.

However, she now prefers to go to "real" fast fashion shopping, because Esprit makes her unable to understand from price to style.

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< p > "five years ago, Esprit's" a "target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > the average price was about 500 yuan, and in 2010, its basic T-shirt dropped to over 99 yuan, but now it is about 400 yuan.

Miss Wu reluctantly said, "Esprit and ONLY, VERO MODA similar clothing prices are 1-2 times that of their counterparts."

Consumer Wang also said that Esprit is no longer what it used to be.

"Five yuan 700 yuan a pair of jeans, now on Amazon China and other websites, sell about 60 percent off, and purchase two and two or more can enjoy 30 percent off discount."

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Less than P, it is hard to recognize the global trend of the "light luxury" route. Many consumers find it difficult to imagine how high-end Esprit will compete with Coach and other brands.

Insiders also said that the United States has been building high-end brand Me City, but the brand has been losing money and is under the shadow of low price.

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< p > < strong > whether the new plan will work is still unknown. < /strong > /p >

Ye Qizheng, editor in chief of the P, thinks that the global advantages of Si Jie universal market in China's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand window period are obvious.

In recent years, the influx of ZARA, H&M, UNIQLO and GAP has left them behind in price, supply chain and design.

"When the fast fashion brand attacks the Chinese market in large numbers, it is a big business."

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< p > data show that as of last December 31st, there were 371 stores in mainland China and 27 new outlets.

The Inditex group has 275 stores in China, 184 in UNIQLO and 120 in H&M.

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"P", director of the brand research center, Lin Yifan, said that consumers are the loyal people of price and style, and it is clear that it is no longer able to satisfy these two basic needs.

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< p > Ye Qizheng believes that Si Jie pays less attention to the trend of consumers and fashion, and relies on data analysis and pressure to make orders.

"Brand competition is becoming more and more competitive, and its performance price ratio is getting lower and lower."

Ma Gang said that not only the Si Jie globe, but also the brand of fashionable dress such as the same time, they were caught in the brand aging crisis.

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< p > in the industry's view, three consecutive years have gone downhill, forcing Si Jie universal to begin to feel sad and save the market.

Although the pformation plan is more pragmatic, the real effect of the new plan is still unknown.

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