How Apparel Enterprises Face Continuous Transformation Pains

Here world clothing shoes Hat net Xiaobian to introduce the United States direct franchise franchise business income fell over 15% Clothes & Accessories Transformation pains continue.

A few days ago, the United States State clothing (hereinafter referred to as "the United States") published the 2013 annual report. The report shows that its operating income and net profit attributable to shareholders of listed companies declined for three consecutive years, operating income fell 17% in 2013, operating profit fell 42%, while net profit attributable to shareholders of listed companies decreased by 52% compared to the same period last year.

In 2013, the United States of America (thematic reading) carried out a transformation on the basis of the requirements of "one city, one culture, one store, one story" combined with local characteristics. In Guangzhou, the flagship store in Beijing road is featured by "Flower City". This is also the fifth experience shop in the United States after Xiamen's southern Fujian customs, Chengdu Kuan Alley and Zhai Alley and Hangzhou central station concept.

Just 5 months ago, Zhou Chengjian, chairman of the US bond clothing company, also made a bold statement at the opening of its flagship store in Hangzhou. Now he has to worry about how long the pain will be brought about by the transformation of business strategy.

In the evening of April 24th, the US state dress (hereinafter referred to as "American state") announced its annual report in 2013. The report shows that its operating income and net profit attributable to shareholders of listed companies declined for three consecutive years, operating income fell 17% in 2013, operating profit fell 42%, while net profit attributable to shareholders of listed companies decreased by 52% compared to the same period last year.

　　 Direct battalion business income fell more than 15%

As early as 2009, the United States tried to build its own online shopping platform, but this vigorous e-commerce attempt stopped after 3 years because of "huge investment and uncontrollable financial risks". Soon, the United States and the United States to take the "O2O" as the core of the electricity supplier strategy, but until last year, only to find the way through the direct experience inn store will start the path of O2O concept.

In 2013, the United States and the United States changed the location of a number of outlets in the first tier cities according to the requirements of "one city, one culture, one store, one story", combined with local characteristics. In Guangzhou, the flagship store in Beijing road is featured by "Flower City". This is also the fifth experience shop in the United States after Xiamen's southern Fujian customs, Chengdu Kuan Alley and Zhai Alley and Hangzhou central station concept.

In the upgraded stores, posters on the walls are displayed. clothes The label LOGO is everywhere, and there is a two-dimensional code that connects directly to the online shopping address. Smith Barney's practice is to upgrade the physical store to a better online shopping practice room. "If you want to continue shopping and do not want to carry the clothes purchased in the store, you can place the order directly in the state purchase network. If you originally placed the order in the state purchase network, the physical store will also become a customer pick up point for online orders." The shop assistant explained this.

In terms of performance appraisal, the United States also began to change its strategy. As long as the order is placed on Bong, the final destination will be the performance appraisal. If the receiving address is within the scope of franchisee, the franchisee will be divided into 10%~20% revenue. If it is a direct store, it will be divided into direct stores.

Zhou Chengjian believes that the return of BPO, the upgrading of physical stores, and the support of big data have led to the O2O strategy of Smith Barney. These fashionable ideas look beautiful, but the data on performance are frustrating.

The 2013 annual report shows that both direct and franchised businesses have lost more than 15% of their revenues. In addition, the United States and the national stores closed to more than 200, it is understood that most of the closed stores are direct stores, which affected the gross profit margin of the company's Direct stores, which rose by 4 points compared with last year.

At present, the proportion of new experience stores upgraded to 5000 stores in the country is only 0.5%, and the US state side claims that the upgrading of stores will gradually advance after 2014, and 100 such shops will be established in the provincial capital cities later.

The effect of imitating foreign capital and fast fashion brand has not yet appeared.

More fierce than the impact of the electricity supplier is the attack of foreign fast fashion brands. As a veteran clothing company in the country, Smith Barney has to face the fact that old customers are slowly shifting with age and consumption habits, and the new generation of young people can not catch up with them. Foreign fast fashion brands are using the fashion discourse power to suck away this group.

Under the situation of high domestic clothing brands and tight stores, the fast fashion brands of foreign capital represented by ZARA and UNIQLO are expanding rapidly.

The United States is considered by the industry to be the most loyal ZARA learner in China, but its stock is criticized. In 2013, MB has improved its inventory. After three years of de stocking, it has about 1 billion 580 million yuan in stock and 23.55% in total assets, which is 5.05% less than that in 2012.

Last October, Zhou Chengjian appeared in a new product conference in the US by wearing his own orange vest. The company claimed that the new product contained new calorie nano velvet, and contacted the former US bond product line to provide products of different ages. This series of behaviors were interpreted by the outside world as the US state to strengthen the transformation of the UNIQLO mode. Insiders said that in recent years, the transformation of the United States and the United States were obvious to all. With the ZARA, H&M and foreign fast fashion market competing for the market, the United States hopes to find another way, which is to replicate the successful mode of UNIQLO. However, when the launch of the new product was launched, Yao Xiaoman, the chairman of the down industry association, publicly questioned the false propaganda. The latter said that nano velvet was actually polyester fiber, and the price was relatively low.

Everbright Securities Research Report said that since 2013, Smith Barney The benchmarking enterprises began to turn to UNIQLO, including the operation of O2O, the formation of shop leading business mechanism, the compression of supplier scale and overseas procurement. Analyst Li Jie believes that Smith Barney will see the bottom of operation in 2012, the bottom of the report in 2013 and the reversal in 2014. However, as the terminal recovery is slow, it is estimated that 2014 is more likely to be a restorative growth.

CICC analyst Guo Rui and Guo Haiyan, according to the order analysis of spring and summer orders, is expected to increase revenue growth in the first quarter, but the turning point of the autumn order has already appeared, with orders increasing by about 10% over the same period.