Smith Barney Closes Beijing'S Biggest Flagship Store

Four years ago, the United States opened the Wangfujing pedestrian street. Beijing The biggest flagship store. According to a person familiar with the matter, the flagship store in Wangfujing is the most expensive rent in its direct store. The cost of manpower, rent and so on also costs a lot, but after Wangfujing, the image store did not convert the flow of tourists into the sales volume. In the four tier flagship store, the passenger flow is concentrated on one level, and it is difficult to drain upstream. Wangfujing rents and even drives the Bank of China opposite. For the United States, Limited passenger flow and high rents make this store more difficult to survive.

It has been closed since 2012. Shanghai The two stores in Huaihailu Road flagship store and Qianmen Street in Beijing are smaller and smaller in the first tier market. The United States responsible person told reporters yesterday that in the course of the operation of the company, some shops will be closed according to the regional consumption and operation conditions, which is a normal adjustment range. At present, the United States has only one Western flagship store in Beijing. The responsible person said that the flagship store in Xidan will continue to be retained, and Beijing will also find suitable shops to develop O2O experience stores.

"This year, the United States will continue to deepen the two or three line market and optimize the layout of terminal stores, but this does not mean that the company will abandon the front-line market." The US federal state official said. Cui Hongbo, chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd. seems that the "foreign brands" such as fast fashion in the first tier cities almost monopolize the whole market. Not only is the United States and the United States, most domestic clothing enterprises are facing the lack of brand power, these image shops did not translate into profits and profits, but occupied the company's huge operating expenses. Cui Hongbo believes that the two or three tier market is more conducive to brand strength.

A deep industry insider believes that in recent years, the strategic decision of Smith Barney has been swinging from many brands, learning fast fashion to O2O strategic transformation. However, from the center of gravity to the two or three line market, the United States has begun to pursue efficiency. "In fact, a second tier city is insufficient to reflect the competitiveness of the US brand. The three or four tier city is a truly profitable market for the United States and the state."

　　 American state First quarter results showed that business income and net profit decreased by 17.2% and 15.3% respectively. Although the performance is not obvious enough, the head of the US bond state said that since the O2O strategy was launched, the number of members of the US state and the performance of its experience shops have been rising, but it needs time to gradually improve.

Forerunners and martyrs sometimes have only one step away. If the United States can take a good O2O, this road will lead the whole garment industry. However, these people suggest that when exploring the O2O concept store, the United States should devote more effort to the product itself, so that clothing can be more competitive from design and fabric.

According to the annual report released by the United States and the state, there are nearly 5000 direct and franchise stores in the country, compared with 5220 in 2012, a decrease of more than 200. Direct business and franchising business revenue declined, falling by more than 16%. However, the gross profit margin of direct business increased by 4 percentage points from last year, 13 percentage points higher than that of the franchising business. As the proportion of direct operation increased, sales accounted for nearly 50%. Analysis from the North Business Research Institute shows that in the short term, the direct operation will indeed tighten the US capital chain and become a "burden" for performance, but when the industry comes to a warmer stage, the battalion may become the most advantageous weapon for the us to turn the battle. US bond performance in 2013 has bottomed out, and this year's performance is expected to rise steadily in the following quarter.