The Situation Of Casual Clothes Is Obviously More Difficult.

Compared to baby, sports, outdoor clothing, the situation of leisure clothing is obviously more difficult. Since 2013, the shuffling of domestic casual wear brands has intensified, and the owners of casual clothing brands such as Nash, Paci Doug and huplis have lost contact with each other. This has brought huge panic to the domestic casual clothing industry, which was originally in a difficult transition period.

Judging from the performance of some casual wear companies listed in the three quarterly report in 2014, the situation is not optimistic.

In the third quarter of 2014, the sales volume of brands such as "tidal front" was only 353 million yuan, a decrease of 24.78% over the same period last year. The main reason is that the domestic clothing consumption market is still in a period of adjustment, the clothing consumption market is still in the doldrums, and the terminal sales are weak. In addition, search is still exploring the implementation of the "fast fashion" sales mode, and the implementation of the round the year ordering and seasonal ordering. However, as the mode is still in its initial stage, it still needs a long time to run in with the franchisee.

The third quarter revenue of the seven wolves in 2014 was about 707 million yuan, 20.24% less than the same period last year. In the first three quarters, the total operating income was 1 billion 731 million yuan? Fumigation fell 25.06% compared with the same period last year. Its annual net profit attributable to shareholders of the parent company in 2014 is down 20%-40% compared with the same period last year.

Although at the time of the press release, the two leading domestic leisure dress bibcock of the United States and Semir had not yet released the three quarterly report, but from the two enterprises' efforts to expand children's clothing market and participate in the construction of private banks, we can see that casual wear is not the main force to pull the performance.

"Domestic Casual Wear The weakening of the brand makes many people feel the impact of the electricity supplier. But ironically, UNIQLO, H&M and other foreign enterprises' performance in China is expanding at a high speed. This makes the domestic casual wear brand have to reflect, is it? Brand operation The iteration of thinking has been lagging behind, and should our core competitiveness be strengthened? " Cheng Weixiong told reporters.

However, the confused Chinese leisure clothing enterprises clearly regard the development of online business as a life-saving straw.

In 2010, American state The launch of BCN and the creation of online brands will be difficult to protect due to profits and stop the operation of e-commerce business. At the same time, another leisure clothing brand YISHION also began to test water e-commerce, but the effect was not satisfactory. In January 2013, YISHION brand quit business channel, online store and Tmall flagship store, Jingdong shop stop operation.

"There is a gap between traditional thinking and the thinking of the electricity supplier, and there is also an embarrassment that can not be integrated or even priced at the same time." Cheng Weixiong said that although the traditional clothing industry makes O2O an excellent opportunity to turn over the market, it should also take advantage of the situation and start from the bottom line.