Mid Term Performance Data Decline Let Clothing Old Brand Teach You To Kill A "Back Gun"

Recently, Anta, Lining, XTEP, PEAK, 361 degree, and six bird sports brands handed over the medium-term results in the first half of 2014. They confirmed the recovery and differentiation of the industry as a whole with actual data. Among them, the highest growth rate of Anta has increased by more than 22%, but the inventory return under the bright data is also worth vigilance.

Due to international In the first half of the year, Semir, Mei bang, Giordano and other casual wear brands were under pressure. In the first half of the year, the results show that in the 1-6 months of this year, the company achieved a total revenue of 2 billion 994 million yuan, and its main business income was 2 billion 962 million yuan, down 20.11% from the same period last year, with net profit of 179 million yuan, down 19.61% from the same period last year. It is gratifying to note that in the first half of this year, Semir's revenue and profits continued to grow: the operating income reached 2 billion 931 million 757 thousand and 600 yuan, an increase of 7.59% over the same period last year, and the net profit attributable to the owners of the parent company was 343 million 755 thousand and 800 yuan, an increase of 20.97% over the same period last year.

and Men's wear Brands can be compared to "disaster hit areas". It is understood that in the first half of this year, there were 140 outlets in China, 274 in the nine villages, and 505 in the seven wolves. Among them, seven wolves earn 1 billion 23 million yuan, down 28.07% compared to the same period, which is worrying.

Logically speaking, the above mentioned clothing brand names are very loud in the industry, but why are their performance declining? For this reason, the insiders believe that they are caused by three main reasons: first, the overall economic environment is bad, the macroeconomic environment is not good, and people's consumption tends to be cautious. Two, the apparel industry as a whole is facing a period of adjustment. The huge expansion and homogenization competition led to a high inventory and a decline in sales growth. Three, the implementation of the strategy from wholesalers to retailers is not smooth, and also leads to a decline in corporate performance.

At the same time, the buying habits of young consumers are no longer the same as before. They prefer fashionable clothes to fashionable ones. So, "innovation" has become a problem that clothing brands have to face now. It is reported that the reputation of old brands is there. It is the key to establish all consumer oriented business philosophy. With the improvement of people's living standards and the upgrading of consumer demand, enterprises need to continuously upgrade their brand new connotation. Over the past few years, the emergence of domestic brands has become normal. These old brands have brought a nostalgic trend. When we comb these old brands that successfully kill a "back gun", we find that there is a common gene innovation behind them.

according to report "Buying a pair of back shoes" has been a dream for many Chinese people. As time passed, Huai shoes sold "cabbage prices" for a long time due to backlog. But it is adapting to the market and changing positively, not just restoring ancient ways, not just playing emotional marketing cards. They have realized that creating lasting brand influence is more important than fashion and innovation. This shows that we should at least come up with some new ideas to make the old brand work. Therefore, docking era, docking consumption trend is to turn the old brand into the king of the tide brand, otherwise, the old brand's existing value is hard to reproduce.

Moreover, the imprint of the old brand has been deeply rooted in the minds of consumers, and has the natural advantages of communication. Once new faces and new ideas are created, they will soon be accepted by consumers. It can be seen that young people do not deny the old brand, but do not recognize the established brand.