The Lowest Valley Strategy Of Traditional Clothing Brand "Leader"

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< p > the traditional < a href= "http://sjfzxm.com/news/index_cj.as > dress > /a > is looking forward to industrial upgrading. The picture shows the employees operating on the garment assembly line < /p >.
< p > nowadays, the prospect of China's garment industry is still worrying. Whether it's sports brand or leisure brand, how will the Quanzhou textile and garment that is the "leader of the domestic leisure movement" make in the event of heavy losses in performance? The answer of the seven wolves is: "I must start a self revolution from my point of view so as to reform and meet challenges." And for this year's just landed in the capital market, you will more focus on the leverage of capital. < /p >
< p > < strong > seven wolves: come to the field of self revolution < /strong > < /p >
After the release of the miserable 2013 annual report of the seven wolves, the word "P" has spread to the seven wolves, such as "wolf growing away" and "seven wolves Besieged". In the first quarter of 2014, when the report came out, Zhou Shaoxiong, the chairman of the seven wolves, appeared in the media. He did not hesitate to say, "of course, I am under pressure and great." < /p >
< p > in fact, in 2013, < a > seven wolves < /a > made many adjustments. In product development, in addition to the continuation of celebrity high customization, the seven wolves also launched the star crossover design section, and sold it online and offline. In terms of product manufacturing, the seven wolves introduced and implemented "lean production"; in terminal retail, actively promoted retail transformation, fostering the retail elite and creating benchmarking shops; in logistics, the modern logistics park of the seven wolves has been built and put into production; on the management mode, the seven wolves put forward the concept of total staff marketing, which is a mode of the seven wolves practice from wholesale to retail. In the context of slow development of the physical channel, the seven wolves also hope to start the transformation by leveraging e-commerce. Its annual report shows that in 2013, the business revenue of the company's e-commerce business was about 290 million yuan, an increase of more than 60% over the same period last year, accounting for over 10% of the company's performance. < /p >
< p > "I must start from my own self revolution and reform to meet challenges." Zhou Shaoxiong said that the seven wolves must change their previous personal promotion mode and strive to achieve full staff promotion and full staff marketing. < /p >
< p > from the annual report of the seven wolves, the continuous decline of terminal profits and the change of external consumption environment are the two major problems that lie ahead of the seven wolves. According to the annual report, in 2013, the macroeconomic and consumer confidence index remained at a low level, with terminal consumption stagnant, product turnover decreasing and stock increasing. At the same time, the rent of the core business circle is still on the rise, labor costs and other costs continue to increase, and terminal operating costs increase. The decline of terminal profits will also affect dealers' confidence while erode the efficiency of fund utilization. For this reason, the seven wolves adopt the strategy of increasing credit limits, recycling stocks, and strengthening terminal retail training, so as to reduce channel pressure, stimulate endogenous motivation and enhance terminal efficiency. Jiang Tao, deputy general manager of the seven wolves, also said that the training of terminal personnel should be increased to strengthen the terminal. < /p >
< p > > a > electricity supplier < /a > development has resulted in the innovation of consumption mode. It has faced enormous challenges to expand the way of expanding the brand coverage population through shop expansion in the past. The seven wolves said they should abandon the extensive growth mode, and enhance the added value of products through more rational product layout, channel layout and better offline service system. Actively embrace the application of new technologies in mobile Internet, try O2O mode, and strive to create new growth opportunities. < /p >
< p > however, insiders believe that these two solutions are temporary but not permanent solutions. Wu Yabing, chief executive of Shishi digital Clothing Co., Ltd., said that seven wolves had been keeping their performance up year by year, and the advantage of the channel was the key. They enjoyed 70% of the gross profit. Today, the development of e-commerce enables manufacturers to directly face the terminal, exposes the fact of high margin in front of consumers, and consumers have more cost-effective choices, so there will be weakness in terminal demand. Wu Yabing believes that the seven wolves have a strong brand advantage and can win the high-end market with brand premium. < /p >
< p > in addition, the seven wolves are now carrying out a major reform of the organizational structure: transformation from the productive organization structure to the retail organization structure, and the establishment of the marketing department, the brand division, the electricity supplier company, the supply chain enterprise department, and the IT (backstage) business department, the five major departments. < /p >
< p > Zhou Shaoxiong also said: "this year, we have introduced two designers, one of whom is Graeme, who has been planning such a big business as Aquascutum and Bally. This year will focus on product planning and design planning. " < /p >
< p > < strong > noble bird: hope for capital leverage < /strong > /p >
< p > landing Capital Market Fundraising expansion. In April 28th, the stock market of the great bird was released for a week. The lack of confidence in the capital market is a reflection of the loss of the birds. It is also difficult to give a satisfactory answer to the next step in the annual report. < /p >
< p > the whole industry of the noble bird has not yet come out of the low tide. In 2013, the sports brand continued to move to a large scale, while the price went down to stock. The precious birds have not been spared. Data show that the number of stores in the past four years has risen steadily. Among them, 189 stores were closed in 2010, 266 in 2011, and 287 in 2012, but only six months in the first half of 2013, the company has closed 242 stores. < /p >
< p > but the birds seem to be blind to this. The annual report shows that as the company's business scale continues to expand, in 2014, the company will also have larger capital investment in brand and channel construction and new capacity. The prospectus issued at the beginning of this year also indicates that the IPO will raise 882 million yuan, of which 552 million will be used for the "national strategic store construction project". In the next two years, we will build 60 strategic brand cooperative stores, 29 shops and 31 rental shops. < /p >
< p > besides the expansion of channels, the noble birds do not seem to be persuasive in positioning and tactics. The precious birds believe that their advantages are in the layout of the three or four line cities. In fact, the three or four line sports brands are numerous. At the same time, the "noble bird" is positioned as the brand of leisure sports, and it is also the most serious and fiercely competitive area in the industry. < /p >
< p > data show that during the first half of 2009 -2011, the gross profit margin of main business was 27.04%, 31.95% and 38.66% respectively. Although the growth rate was relatively fast, the gross profit margin of XTEP was lower than that of the target customers of three or four line cities. Taking XTEP as an example, its gross profit margin during the first half of 2009 -2011 was 39.14%, 40.65% and 40.91% respectively, while the average value of the industry was 38.62%, 40.95% and 41.86%. < /p >
< p > > you also insist that you should stick to differentiated brand positioning and increase brand promotion efforts. The specific measure is to continue to pursue star endorsement strategy in 2014, invite Lin Chiling and Huang Xiaoming to be the spokesmen of the company's brand image, and rely on the influence of the two image spokesmen to increase brand publicity. This way of asking celebrities to establish brand influence and boost dealer confidence has not much room for imagination. < /p >
< p > when most of the listed sporting goods enterprises are making radical changes in wholesale to retail, they also say that this year will be a retail oriented transformation to enhance the efficiency of the stores. Because most stores are in the hands of distributors, this will make it more difficult for you to change. The "bird of honor" also indicates in the annual report that the sales pattern of the company is to sell wholesale to the dealer, but the company can not guarantee that the distributor can complete the agreed sales target after signing the distribution contract. < /p >
Besides, P also put forward that we should make full use of the internal and external resources of listed companies and implement multi category and multi brand combination strategies through investment, acquisition and other ways to become an internationally famous brand management company. But no action has been made yet. < /p >
< p > whether the "noble bird" can play a leading role in the industry changing situation in the team of listed sports brands remains to be followed up. < /p >