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What Is The Old Scenery Of Old Clothes?

2014/6/20 9:05:00 23

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> a href= "http://www.91se91.com/news/index_f.asp" > Baleno < /a > the latest announcement of performance is still not good news. A few days ago, Baleno's parent company, Germany Yongjia, released its performance bulletin for the fiscal year ended March 31, 2014. The total revenue of the group decreased by 12.4% to HK $9 billion 860 million compared to the same period last year. In addition, its outlets in various markets are also continuing, with the number of outlets in the mainland market reaching 388. 
Obviously, Baleno is in trouble and has been running poorly. Why is Baleno trapped in Baleno, which was once popular at the end of last century? 
 Guan Dian Chao /p >
 this announcement shows that during the reporting period, the sales volume of German wing gat's retail and distribution business decreased by 16.5% to HK $4 billion 816 million, or 48.8% of the total turnover, which accounted for a decrease of 51.3% compared to 2013. 
 according to brand, Baleno achieved net sales of HK $2 billion 754 million, down 9.3% compared to the same period last year. In view of the decline in overall net sales, the company said consumer demand in the mainland continued to slack. Many local retailers continue to slash prices to control excessive inventories. 
 in addition, the continuous adjustment of retail stores has become an important means for companies to improve their efficiency. 
During the reporting period, the number of shops in the mainland, Hongkong and Macao and Taiwan declined to varying degrees. Among them, the mainland was more ferocious, with 388 stores closed, accounting for 10% of the total number of 3820 stores in March 31, 2013. 
 in fact, it is not just Baleno, JEANSWEST, Metersbonwe and other similar mass a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand are caught in the shop. According to Metersbonwe's performance bulletin over the years, the company's main business income in 2012 was 693 million yuan, down 37.42% compared to the same period last year. In 2013, the main business revenue of the company was 428 million yuan, down 38.18% compared with the same period last year. In the first quarter of 2014, the main business income of the company was 86 million 40 thousand yuan, down 32.46% from the same period last year. 
In recent years, Metersbonwe has accelerated the pace of closing stores. In 2012, Smith Barney closed the 2000 square meter ME CITY flagship store in Huaihailu Road, Shanghai, which opened for 3 years. In 2013, the United States' a target= "_blank" href= "http://www.91se91.com/" > dress < /a > closed the number of stores up to more than 200. At the beginning of 2014, the "MECITY" of the high terminal brand of Smith Barney's clothing pulled out of Wangfujing in Beijing, expanding blindly, declining profits or incentives. 
 Metersbonwe is a local clothing brand bred by the rapid development of the garment industry from the end of 1990s to 2010. With the support of the Chinese people, the United States has achieved brilliant achievements. However, facing the impact of the international clothing brand, the United States and the United States are vulnerable. After careful study, it is found that the brand value of the United States is just like a mirage. 
It seems that the familiar advertising words such as "P", "do not take the unusual road" and "wear the nature" have not been heard for a long time. The stores that are crowded with people have been decreasing in the past, and the area of the shopping malls counters has been constantly compressed. In many cities, Gao Jie Wang Pu has long been unable to find traces of Baleno and other popular brands. 
 strong > old brand: /p >
The era of Baleno and Giordano, which is the most popular in the late 20th century, seems to have been in the past. These old brands have obviously failed to meet the individual needs of consumers. P 
 high inventory becomes the difficulty that these brands will inevitably face. Ding Haozhou, chairman of China business management group, told the media that in recent years, China's clothing industry has been running poorly, and many domestic clothing brands have encountered high inventory problems. The young consumers represented by the post-90s generation pay attention to the fashionable style, and require < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > cost-effective. The operation mode of brands such as JEANSWEST and Smith Barney can not keep pace with the market changes, and the renewal of clothing styles is slow. According to the previous mode of operation, a garment usually takes 3 to 6 months from design to production, and then comes out in mass production. 
 however, the international fast fashion brands such as UNIQLO and ZARA have completely overturned this mode of operation, and the time for new products to appear on the market has been greatly shortened. Take ZARA as an example, a new product can be launched to the market within two weeks. Fast fashion brand is a small quantity of production, but the style is diversified, and the price range is large. Ding Haozhou said this undoubtedly satisfied the needs of young consumers. 
The blind transformation of competitors in the face of competition and market changes has also become another failure of the old brand on the road to survival. At the end of 6 2013, Metersbonwe launched the autumn's flagship series "N.F.T new energy technology velvet" products in Lhasa, Tibet and Yunnan Lijiang. The price range from 300 to 500 yuan is made up of the United States nankeen, autumn and winter warm clothing, which is divided into several types of nano velvet vest, coat, and more than ten kinds of colors. 
 its official definition of "new calorie nano velvet", Yao Xiaoman, director of China feather and down industry association publicly questioned its alleged misleading consumers and illegal propaganda. "Nano velvet is actually polyester fiber, the price is relatively low, Metersbonwe is interested in polyester fiber to nano and velvet, and directly compared with the down, but in fact is to add cheap and fluffy cotton technology, natural concept." Obviously, such a transformation can not be recognized by the market. 
 while Metersbonwe's high terminal brand "ME CITY" has been targeting the star effect since its listing, it has signed Aaron Kwok, Jay Chou, Angela Chang, Willber Pan and other Hong Kong and Taiwan Celebrities and European and American models. In 2009, with the hit of the American drama "prison break", the United States signed a major gold medal in the play, which was played by a huge sum of money on the Huaihai Road in Shanghai. The performance of the wizard prince in the Lord of the rings Orlanndo Bloom appeared on the propaganda poster of "ME CITY". 
P, the most popular star signing up for high prices, wants to get higher market returns. However, unlike the high priced investment stars, the brand does not invest equally in product design. The positioning of ME CITY high-end fast fashion concept is seriously out of step with product design. Positioning the "fast fashion" and replicating the successful experience of "ZARA" and "H&M", this seemingly convenient road to success is pretty difficult for the United States. 
 first, the product design tends to be younger at the low end, and the style is not much different from the main brand "Metersbonwe"; "fast fashion" wins in the following trend, fast word first, but the product line of "ME CITY" is comprehensive enough, but it loses in the product update too slowly. The homogenization phenomenon is serious compared with the similar products in the market; the market is underestimated, there is no mature buyer system, and the lack of business mode, resulting in an overstock of overstock; and the pricing above the main brand also makes the target group go further and further away. 
 entity and electric business combination 
 to Li Zhongan's transformation, the general manager of the real dress limited company said that the transformation and upgrading is very important to the enterprises. "Now, JEANSWEST is vigorously developing network sales. This is the upgrading of sales means. 
According to Li Zhongan, in 2013, JEANSWEST sold more than millions of clothes sold online, with sales amounting to 260 million yuan. P Sales are expected to reach 400 million yuan this year. Unlike other businesses selling products through e-commerce channels, JEANSWEST's business channel is entirely JEANSWEST's own grasp. 
 in addition to self run stores, JEANSWEST has nearly 1000 franchises at present. When it comes to how to avoid the rush to eat online and offline, Li Zhongan said: "everyone is engaging in e-commerce. If JEANSWEST doesn't do it, it will be harmful to JEANSWEST's brand image building. In addition, JEANSWEST has done enough to prevent damage to franchised stores. JEANSWEST's online sales mainly include some special goods and goods that some stores do not have, and franchised stores are mainly distributed in some underdeveloped provinces, where online sales are very small, almost negligible. 
 faced with the predicament of enterprise development, huge inventory pressure and the rise of electricity supplier sales mode, at the end of 2013, Smith Barney returned to the listed company by buying the electronic business platform which had been independently operated for two years. Inventory at the end of the year dropped by about 430 million yuan compared with the beginning of the year. 
 switch to O2O mode, that is, the combination of entity store and e-commerce. The successful case of this sales mode is Suning Appliance. The United States is planning to transform its direct store into a new O2O concept store. At present, 6 different cities have completed their upgrading. 
 but Ding Hao Zhou said that in fact, influenced by market changes, clothing inventory is hard to avoid, and goods that cannot be sold are stored in the hands of franchisees. In order to get rid of inventory, franchisees had to deal with discount, and the image of clothing brand was affected. Clothing brand manufacturers recycle inventory products, and then digest through electricity suppliers and limited time sale, profits will also decline. Some clothing brands choose to open shop on Taobao and other platforms. The price of goods has a impact on franchisees, and manufacturers are in a dilemma. 
 obviously, it is still uncertain whether we can rely on the transformation of sales mode to help these a href= "http://www.91se91.com/news/index_f.asp" > brand < /a > to get out of the predicament. It is probably the next question that these brands need to take seriously to readjust their product structure and relocate their location so as to better suit their consumption psychology and habits.