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Old Casual Clothes Shop

2014/8/18 17:32:00 43

2013 and 2014, < a href= "http:// www.91se91.com/news/index_f.asp" > Mei Bang dress > /a > two reduction of 50 million 550 thousand shares by major shareholders. After the reduction, Zhou Chengjian and Hu Jia Jia share 849 million 450 thousand shares, accounting for 84.02% of the total shares of the company. As of December 31, 2013, there were 963 retail outlets directly managed by Hongkong's Si Jie Global Holdings, and as of December 31, 2012, there were 1060 stores, and 97 stores were closed worldwide, including 38 stores in the mainland of China. 
 U.S., Giordano, Baleno and other net profit decline frequently close shop /p >
 > strong > UNIQLO, H&M, ZARA and other crowded markets accelerated expansion /p >
 recently, the United States announced that it would transfer 33% of its Changan fund with the original investment amount of 66 million yuan. The industry has said that the main business continues to decline in the United States is currently actively promoting the transformation of Internet based innovation, and this transformation requires funds to support, even if only a small area of 66 million yuan. Behind the transformation is the dilemma faced by the United States that once "did not take the unusual path". And Giordano, Baleno, AGG, JEANSWEST, Esprit and many other brands of casual clothing are also faced with this dilemma: net profits continue to decline, large-scale closure. These leisure brands, which have been popular with the post-80s generation, will have to go in the future. 
 case .
 American state is facing "unusual" pressure /p >
Less than P, Metersbonwe has had a lot of shutting down stores because of its declining performance. In just over two years, its market value has shrunk by about twenty billion, and it has to seek transformation. 
 the market is full of discount, but there are few questions. 
 the bustling Xidan street in Beijing has Metersbonwe flagship store in Beijing, but now the 4 largest building can not find the brilliant mark of the past. Although the whole store has produced 1 pieces of 40 percent off, two, 50 percent off and other concessions, there are few customers. 
 the Xidan Joy City on the south side of the flagship store, the H&M and ZARA in the street is another scene: Although there is no discount, the customers in the fitting room have been discharged several meters away. There are also customers waiting in line at the three level < a href= "http:// www.91se91.com/news/index_f.asp" > UNIQLO /a > fitting room. There is a warm reminder on the wall of the H&M cashier's desk. It is suggested that consumers can buy and try it on in order to save time, and provide replacement service within H&M30 days. 
 no matter on weekdays or weekends, there are no obvious differences between the products category in the flagship store, the weekend customers are much more than usual, but they are also sparse. The elevator from one floor to the ground floor was suspended, and the staff said there was no electricity. 
 market value less than three years shrunk 25 billion 600 million 
 in the family business listed in China, the shareholding structure of Smith Barney is extremely rare. Before the listing of the company, the actual shareholder is only chairman Zhou Chengjian and his daughter Hu Jiajia, who share 600 million shares, accounting for 90% of the total share capital issued. 
 August 2008, Smith Barney traded on the Shenzhen Stock Exchange. In March 2009, Smith Barney said it would increase 5 shares to every shareholder in the capital reserve fund, and the total shares of Zhou Chengjian and Hu Jiajia would reach 900 million shares. 
On the day of the P listing, the United States also launched a new brand ME&CITY with a high profile. It also used the United States spokesman's spokesperson strategy. Its spokesperson was Hollywood's first line actor Miller. 
 2013 and 2014, the largest shareholder of Smith Barney held a total of 50 million 550 thousand shares for the two time. After the reduction, Zhou Chengjian and Hu Jia Jia combined 849 million 450 thousand shares, accounting for 84.02% of the total shares of the company. 
 November 30, 2010, Smith Barney shares hit the highest point of 39.57 yuan, which closed 38.75 yuan on the day, and the total market value of the company reached 38 billion 940 million yuan. 
P, however, since then, the price of the United States has gone downhill, and its price was closed at 9.22 yuan last Friday, with a total market value of only 9 billion 266 million yuan. In less than three years, the market value of the US bond has shrunk by 25 billion 610 million yuan. 
 stores closed more than 200 stores last year, /p >
Zhou Chengjian P claims to be the "global tailor", but at first, the brand positioning is not clear. After that, the United States began to use Jay Chou, Hua band, Aaron Kwok, Angela Chang, Willber Pan and so on as the image spokesperson, and to develop in the direction of "fast fashion". 
P, the most popular star at the time, was willing to get higher market returns. However, with the stock price being parabolic, the number of stores in the United States has been greatly reduced since last year. According to the announcement, by the end of 2012, the total number of stores in the United States was 5220, representing a net increase of 427 over the end of last year. In 2013, Smith Barney's annual report simply had no specific store size information, but said: "by the end of 2013, the company had nearly 5000 stores and stores in the country." It is estimated that there are at least 220 stores in 2013. 
 at the same time, a number of American flagship stores opened in the golden section of the first tier cities are also dim. 
The performance of P has also fallen sharply since 2012. The revenue was 9 billion 509 million yuan, down 4.38%, net profit 850 million yuan, and 29.55%, and in 2013, revenue dropped to 7 billion 890 million yuan, and net profit fell to 52.27%. The cold winter continues. In the first quarter of this year, Smith Barney's revenue and net profit still fell sharply, falling by 17.2% and 15.3% respectively. 
 argument industry competition and electricity supplier shock 
 in the 2012 annual report of declining performance, the first time since the listing, the United States has given "significant risk warning", and so did 2013. 
Besides the mention of "macro economic risks", the other is the risk of industry competition in the annual report of for two consecutive years. The two annual report about the "industry competition risk" is not bad. 
P said, the competition in the casual wear industry is fierce. The competitive pressure from the domestic and foreign competitive brands will continue or even increase, which may lead to a reduction in the price of the products or a decrease in sales, thereby affecting the company's financial and business performance. In addition, along with the development of e-commerce and the popularity of network terminals, people's habits of clothing consumption are gradually changing, and online sales have become a major trend of clothing industry. The company is also exploring the use of e-commerce to sell, but it is still in its infancy. The development of e-commerce sales mode may impact the traditional mode of physical stores and bring some risks. 
 save the market, start the O2O transformation, save the market /p >
 October 19, 2013, the United States announced that the company should fully integrate the innovation transformation of the entity store and the Internet business operation. The announcement said that the United States will be stripped of its independent business platform two years ago. 
 October 28th, Smith Barney officially announced the launching of the O2O strategy. At that time, Zhou Chengjian said that the United States has invested more efforts in the Internet of the backstage, making use of big data and cloud computing platform to target consumers accurately and efficiently, while offline stores can become consumers' "fitting rooms" and "pick up sites". 
 Yanqing flagship store, located in the downtown area of Hangzhou, has become the first experience shop of O2O in the United States. The IPAD displayed in the store is available for customers to browse. Customers can choose coffee products while purchasing coffee. If consumers do not want to wear clothes, they can also send them home. Zhou Chengjian said that in the coming year, the 100 pieces of experience shop will be replicated. 
 extension 
 the old casual clothes are all in the shop, tide less than /strong > /p >
 Baleno in the 2014 fiscal year, 388 stores in the mainland, /p >
 according to the annual report released by the German brand Yongde group of Baleno as of March 31, 2014, the company reported a HK $9 billion 860 million HK $12.4% in the reporting period, a net profit of HK $668 million and a decline of 9%. 
 in the mainland of China, the number of stores in Baleno has shrunk from 388 in the last 3820 to 3432. The number of stores in China's Hong Kong and Macao region has also declined significantly. 
P, Baleno said retail businesses continue to be under pressure from China's weak consumer sentiment. As more international brands expand in China, business competition is fierce. Meanwhile, many local competitors continue to slash prices. 
 AGG, 88 stores in the mainland in the first half of this year, 
 French apparel retailer group recently released the two quarter business data as of June 30th. In the first half of this fiscal year, its revenue was 598 million euros, down 1.6% compared with the same period last year. The European market increased by 4.8% to 411 million 700 thousand euros compared with the same period last year. However, the Chinese market dragged its feet, down sharply from 6.1% to only 186 million 800 thousand euros. 
 according to the financial report, in the first half of the year, IgG closed 88 stores in the mainland of China, a decrease of 275 compared to the peak period in 2012. In order to improve its performance, Iger will launch a series of make-up for the European market, which is not optimistic in the industry. 
 Giordano has closed 54 stores in the first quarter of this year, /p >
 Giordano's sales in the first quarter of 2014 were 1 billion 380 million yuan, down 9% compared with the same period last year, of which mainland China's sales decreased by 11% compared with the same period last year. 
In the first quarter of this year, Giordano closed a total of 75 stores in the world, including 54 stores in the mainland of China. It is worth noting that the sales volume of the mainland market has shown a downward trend since the two quarter of 2012. In response, Giordano announcements pointed out that, on the one hand, consumption in mainland China continued to be weak and product surplus; on the other hand, Giordano was implementing a major relocation plan in the mainland of China, while closing its poor image stores. 
 > strong > JEANSWEST closed 253 stores in the mainland last year, /p >
 according to the 2013 earnings report of JEANSWEST's sunrise group, the total retail sales of the group in 2013 amounted to HK $6 billion 78 million, down 4.06% compared with the same period last year. The total retail sales in China declined the most from HK $4 billion 959 million to HK $4 billion 682 million, a decrease of 5.59%. 
 to this, JEANSWEST said that the central government cracked down on official and state-owned enterprises' corruption and luxury, making the high-end consumer places deserted, and precious seasonal gifts were also unsalable, and the entire retail market was also affected. During the reporting period, JEANSWEST's main strategy was to solve the problems of increasing operating costs and increasing inventory with small profits but quick turnover. In order to keep the inventory at a healthy level, sales had to be reduced, so the company's net profit was impaired. 
By the end of last year, there were 253 stores in mainland China, of which 194 outlets were closed. 
 Esprit last year the mainland closed 38 stores, /p >
 Hongkong Si Jie Global Holdings Limited owns Esprit and EDC brands. According to its earnings for the third quarter of fiscal year ended March 31st this year, the company's sales in the first three quarters of this fiscal year dropped 7% compared with the same period last year. 
As of P, as of December 31, 2013, there were 963 retail outlets directly managed by Hongkong's Si Jie Global Holdings. As of December 31, 2012, there were 1060 stores in the world, and 97 stores were closed worldwide, including 38 stores in the mainland of China. 
 {page_break} 
 contrast .
 international brand continues to accelerate expansion 
When P and its brands are declining and closing their stores, the Asia Pacific largest apparel retailer, which owns UNIQLO, is accelerating its development in China. "Baleno" In September 2013, UNIQLO opened the world's largest flagship store in Shanghai. In March this year, xungang group introduced the second listing of the stock exchange on the main board of Hong Kong stock exchange through pre depository securities. XXX also said that there are about 80 to 100 stores in mainland China and Hong Kong and Taiwan markets each year. 
In terms of P performance, UNIQLO sales in China in 2013 amounted to 125 billion yen (about 7 billion 575 million yuan), and revenue and operating profit grew by more than 6 over the same period last year. 
 look at H&M, a chain clothing store from Sweden and the international fashion retail chain giant H&M, which first entered Shanghai in 2007, and opened the first flagship store in Beijing on Qianmen Street in 2013. In 2013, its sales in China reached 6 billion 655 million kronor (about $6 billion 407 million). 
 it is noteworthy that, as the global giant of "fast fashion" vane, ZARA, H&M, GAP and other brands have repeatedly fallen into the quality gate in China over the years. As a frequent visitor on the blacklist of the industrial and commercial and quality inspection departments, the media did not complete statistics. Since entering China in 2006, ZARA has been at least 15 quality blacklists this year, and it has been named twice in March this year. Meanwhile, at the beginning of this month, the Beijing industrial and commercial bureau also announced that the 7 batch of garments including H&M women's casual trousers were not qualified. The substandard products involved in the inspection involve Muji, H&M, VEROMODA and ZARA. 
 however, these quality problems have not stopped consumers from jumping in. These international brands are still opening at an alarming rate. Data show that the number of new stores opened in 2013, H&M, UNIQLO, GAP and ZARA were 60, 77, 34 and 20 respectively. 
 in fact, the dilemma facing the United States is only a microcosm of the development of many old leisure fashion brands. The same is true of Baleno, JEANSWEST, Giordano, Esprit, etc. 
 fast fashion: ZARA is the creator of "fast fashion" clothing. Fast fashion is characterized by "fast, ruthless and accurate", which has led to the global trend of fashion. 
 "fast" means fast fashion clothes always follow the trend of the season. The speed of new products to shops is very fast. The frequency of display is more than two times a week. 
 "ruthless" means fierce competition among brands, and consumers can buy fast fashion clothes at a speed comparable to brand competition. Monthly "moonlight clan" is an ordinary thing. 
 "quasi" refers to the right sight. Designers can predict trends in the near future and design fashionable clothes in a short time. When consumers choose goods, they will buy them without hesitation. 
 old brand of leisure brand 
 not heavy research and development difficult to stock 
 "Mei bang, Baleno, Giordano and so on can only be regarded as casual brands, not fast fashion brands". The famous clothing industry expert Ma Gang believes that these brands are only moving in the direction of fast fashion, but there is still a big gap between H&M and ZARA. 
Shen Meng, executive director of Xiang song capital, believes that the so-called "fast fashion" of P is only fast in terms of commissioned production and distribution. But in pursuit of fast fashion fans' popular frontiers, rapid changes in market demand and quick change of style design, it is not fast and fashionable because of the inherent tradition of domestic garment enterprises. 
 "not only the clothing industry, but some domestic fashion enterprises do not pay much attention to the excavation and analysis of the market potential demand. They do not attach importance to the R & D investment of technology or design, and often decide their own production plan by selling the goods in the market. Based on this logic development, enterprises are always following the market changes, and the result can only be downhill. Shen Meng said, on the other hand, under the mode of division and cooperation, commissioned by the production, the client must purchase large quantities of goods every time, but at the same time, Chinese leisure and fashion enterprises are usually confined to the domestic market, so a large quantity of goods need to be digested in the domestic market, but the demand for the consumer groups they meet will change rapidly. If we can not sell all the orders, we will create huge inventory. 
 "domestic leisure and fashion enterprises including Metersbonwe and so on. The dilemma is just caused by huge inventory losses." Shen Meng said. 
 the secret of the international fast fashion brand > /strong > /p >
 low price and small amount 
Why can p? ZARA and H&M be successful? Ma Gang believes that these brands are targeted at consumers who are highly sensitive to fashion and have a certain ability to consume, but they do not have the ability to consume high-end luxury brands frequently. Therefore, their marketing strategies are: low price, multiple funds and a small amount. 
 these brands are more popular than Esprit, with an average price lower than the latter 10% to 20%. In addition, due to the implementation of a small number of products out of stock strategy, inventory is small, consumers do not buy at the first time, there is no longer possible to buy, will only leave a small number of unwelcome products at the end of the season or the end of the year discount. According to statistics, the number of discounted goods accounts for about 15% to 18% of the total number of products, about half of competitors. 
 both of them break the restriction of the traditional garment industry, and new products will also be introduced in the same season. This will inevitably attract consumers' desire to shop. 
 "in addition, ZARA, H&M and other market information systems are extremely powerful. Even the real-time inventory data of each store can be displayed in the market analysis department of headquarters at the same time". Shen Meng believes that according to the real-time sales data, the number of relevant stores can be quickly allocated to the maximum number of stores, so that the inventory backlog and capital occupation can be reduced to the maximum extent. At the same time, these real-time sales data can also analyze customer's consumption habits and preferences, and make production arrangements or adjustments quickly with the entrusted production enterprises, so that their whole business chain is always in a state of real-time dynamic adjustment, avoiding the harm of unnecessary cost of goods such as unsalable goods to the health of enterprises. 
 the suggestion to turn over the old clothes /p >
 provide full channel retail service 
 "in fact, the international fast fashion brand is also related to shops, such as MANGO, which has closed dozens of stores," Ma Gang said. "Guan Dian Chao" is the result of the channel's survival of the fittest. 
 for the turning around plan, Ma Gang believes that these old brand clothing brands should provide consumers with all channels of retail services. O2O is the new business mode of sales, and every enterprise is upgrading and upgrading with this goal, and the goods will also meet the changes of consumer behavior. For example, the brand aging of old brands is because they are out of touch with emerging consumers in products and marketing, and O2O can get closer to consumers, analyze data in a more comprehensive way and have more advanced business ideas. 
 "but O2O is slow, everyone is learning by doing." Ma Gang believes that the O2O transformation plan, like the US bond initiative, is not only facing financial pressure, but also how to coordinate the online and offline businesses. This will consider the cooperation ability of human resources, supply materials and comprehensive management. 
 "ZARA" and "H&M" and other brand direct battalion, Mei bang, etc. a href= "http:// www.91se91.com/news/index_f.asp" > casual dress < /a > mainly to join; the former store is large, multi category, supermarket mode; the latter is small, leisure category, shopping guide consultant mode ", Ma Gang believes that the two sides are different in resources, so they can not be duplicated," but can learn from, for example, commodities, supply chain management, etc., but even if it is imitation and reference, the way of future transformation of enterprises is not accomplished overnight. "