Formal Brand: Seven Wolves Are Also Hard To Carry The Rent Pressure.

If the leisure brand is more affected by the impact of the electricity supplier, then a relatively small number of affected domestic brands are also faced with large-scale customs baptism.

Data showed that seven wolves had closed 73 stores in the first half of this year, 134 stores in the first half of the year, 53 in Guan Nu Di Lu and 46 in Hinur.

In the men's clothing listed companies, the seven wolves who had the largest number of stores actually closed 505 stores last year.

In order to cope with the continuing downturn in domestic clothing consumption, the company's target of closing stores in the beginning of this year was 50 to 100, and 134 had been closed in the first half of this year.

The situation of women's clothing enterprises is not so good, and its Esprit owns 38 brands in China last year.

Behind the frequent shutting down is also a sustained decline in performance.

Take the nine shepherd king as an example, the Beiqing Bao reporter saw from his half year report that the first half of the year was 971 million yuan, down 16.6% compared to the same period last year, and net profit was 204 million yuan, down by more than 30%.

According to people familiar with the matter, in fact, the revenue of the straight battalion in the first half of the year has not declined. The problem is mainly in the channel of joining, with a drop of more than 20%.

And the high hopes that the growth of electricity supplier channel revenue is not satisfactory, basically around 10%, the growth rate of electricity providers than other industries is significantly lower.

Compared with its leisure brands, these formal brands actually did not encounter too much impact from the electricity supplier, and the embarrassing positioning of "high and low is not low" is the key to its shrinking sales volume.

According to the salesperson of a local brand store, these brands are basically built up by advertising and marketing methods, and the selling price is obviously higher than other brands. "In the past few years, this method has been able to eat well, especially in the rich second tier cities. But over the past two years, more and more consumers have been pursuing foreign brands, especially overseas shopping and the rise of Hai Tao on these domestic brands.

"Tough price cuts are hard to sell. Once the price cuts can not support the high advertising fees, it will weaken the brand influence and make no difference from ordinary brands. This is the current predicament of these brands."

The salesman said.

It is understood that this dilemma is a lot of embarrassment.

And the rich second tier market is particularly evident, so these brands are also concentrated here.

In addition, the introduction of the "eight regulations" has also affected the men's wear brands to varying degrees.

In addition, reporters also learned that many

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Just before its listing, many companies opened their stores in order to go public.

According to a person familiar with the matter, pre launch a surprise sale, on the one hand, hoping to enhance brand awareness; on the other hand, it does not exclude enterprises to pack many channels of resources into the investment value of enterprises to obtain higher financing amount of "small abacus".

In such a mind, the quality of franchised stores is often not placed first.