US Bond O2O Pformation Has Not Been Effective, Encounter "Positioning Chaos"

< p > < < a href= > http://sjfzxm.com//business/ > > ordinary road < /a > can recall the number of "post-80" youth memories, and how many "post-90s" or even "00 after" people have some understanding of the slogan and the brand behind it? < /p >

< p > for 002269.SZ, this may be the biggest problem that the brand is facing.

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< p > starting from the 2013 (2013 stores), the news of the United States embarked on the road of "O2O pformation" has come out frequently, and has not yet seen any results. This is evident from the recent performance of the US state.

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< p > the 2013 annual report shows that the brand achieves 7 billion 890 million yuan in the whole year, down 17% from the same period last year, and net profit is 430 million yuan, down 52% from a year ago.

This is the second embarrassing situation in the US and the United States that the revenue and net profit have fallen twice after the decline in 2012.

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< p > a person close to the US state said that the pformation of O2O was mainly about channel pformation, and the biggest problem of the United States was that it did not have a very clear brand and consumer positioning, and even had some traces of aging.

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< p > < < a href= > http://sjfzxm.com//business/ > > Mei Bang < /a > is built by students. In the past, brand tonality is rich in style (rich stores), colorful and inexpensive, and the impression left on people is full of youthful vitality.

In recent years, as the United States is eager to overcome the limitations of this age, attracting consumers of 25~35 years old is already going to wear away. Consumers are not buying it.

It's a pity. "

The person sighed.

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< p > Cui Yu, a consultant of CIC, told the first Financial Daily reporters that people no longer pursue brand and quality blindly. Nowadays, young people are pursuing the brand new style, individuation, convenient purchase and affordable price. "If the brand insists on the original marketing mode and image positioning, it will hardly become the consumer of young people nowadays without innovation and change."

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< p > American Apparel is no exception.

At the end of 2008, the United States launched the brand name ME&CITY for 18~35 year old urban white-collar workers, trying to expand the market of business fashion clothes, and once accused the annual sales target of 2 billion yuan.

Unfortunately, after the establishment of the brand, its operation has been poor. It has been closed for the past two years and is still at a low ebb.

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< p > perhaps because of this, the main brand of "Metersbonwe (Metersbonwe store)" has gradually begun to extend. In 2011, Lin Chiling was invited to endorse the trend of mater's mature and business style.

But in turn, this trend may further squeeze the ME&CITY's living space. As the above said, brand diversification must be "each brand has its own personality, and aims at specific consumer groups, rather than overlapping and competing."

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Hong Bo, a href= "http://sjfzxm.com//business/" > Shanghai < /a > the founder of brand management, Cui, is more willing to explain the business logic of Smith Barney with the concept of "customer lifecycle management": "P is now positioning itself in the retailer, largely in the direction of UNIQLO, which is difficult for the company to change the direction of the brand.

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"P", but he also said that in this pformation, the brand strategy of Smith Barney has not been clearly cut, and several development strategies have no synergy. "It is still in the chaotic period of brand positioning and organizational strategy".

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