The Performance Of FGN In The High-End Brand Has Declined Sharply.

The high-end markets of many industries have fallen into a whirlpool of poor performance, and the clothing industry has not been spared.

Fortune bird announced its 2014 results yesterday, and the turnover of high-end brand FGN fell by 43.1% compared with the same period last year.

At the expansion level of stores, the birds also changed their momentum in 2013 and contracted in most parts of the market last year.

The announcement shows that

The turnover of products ranged from 126 million 900 thousand yuan in 2013 to 43.1% yuan in 2014 to 72 million 200 thousand yuan in 2014.

For the decline in the turnover of the brand, the birds only give a simple explanation: mainly due to reduced sales.

In the industry view, the "three public" consumption restrictions and other policies have a greater impact on the high-end market.

In the earnings report, there was also a statement about the pressure on high-end sales. "After the new government took office, it formulated a more pragmatic economic development plan and reduced the growth target reasonably.

But in the short term, the adjustment of reform measures may bring some negative effects on the operation of enterprises, including the sale of high-end clothing and the decline of market demand for heavy chemical products.

Reporters learned from the official website of rich birds, FGN brand positioning

The consumer group is located in the urban age of 25-40.

In contrast, AnyWalk, a brand with the same high-end position, performed better. Its turnover increased from 45 million 400 thousand yuan in 2013 to 50 million 500 thousand yuan in 2014.

As the main sales force of the company, the turnover of "rich birds" increased from 1 billion 772 million yuan in 2013 to 1 billion 857 million yuan in 2014.

Although the overall turnover has increased, the strategy of rich bird stores has shifted from expansion to contraction.

The announcement shows that as of December 31, 2014, there were 3144 retail outlets in 31 provinces, autonomous regions and municipalities directly under the central government of China, which fell by 215 from 3359 at the end of 2013.

From the perspective of the region, the number of retail outlets in 5 other regions, including North China and East China, has been reduced to varying degrees except for the 392 retail stores in Northeast China, including 95 in the southwest region.

This is in sharp contrast to the company's performance in 2013. In 2013, the number of retail stores in the above six major regions was on the same year-on-year increase.

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Recently, Ali built the world's largest barcode library, "38" during the "code on life festival."

Although it seems to snatch the supermarket's business, it is now sweeping the supermarket, and the future, of course, is also sweeping the department store.

To this day, who is the competitor of the department store? It is far away from here and there.

If a department store sees only one city and one place, stares closely at several peers under the eyes, it will block the eyes and see the forest. If they follow the competitors blindly, they will be exhausted and lose their way.

From the internal environment, the lack of business capacity of the department stores, the lack of service capabilities, and the high cost of indigestible industry are the most serious injuries to the steady and sustainable development of the industry.

Great changes have taken place in the world. The market pattern and consumption pattern are quite different from those in the past, but the department store is the same department store.

Although it can not be said to be the same, it has lagged behind the market changes and lagged behind the evolution of consumption patterns and consumption demand, which has caused quite serious disconnect and dislocation between supply and demand.

On the whole, department stores are still selling "shopping malls" and are still "two landlords", and the passage fee is still an important source of revenue for department stores.

Nowadays, the rigid consumption demand is less and less, and the consumption of "capricious" and "watching mood" is increasing. However, most department stores do not have self-contained goods, private brands, nor are they experiencing the catering, entertainment, culture and leisure experiences. The service facilities and service level also lag behind the development of the times.

The high cost of indigestion has also become a pain in the development of department stores.

The rent cost is increasing, the human cost is soaring rapidly, the exorbitant taxes and levies are kept high, and the gold sales account for a large proportion, but under the action of value added tax and gold consumption tax, there is almost no profit.

"Five risks and one gold" has become an unbearable burden, and marketing expenses, operating expenses, publicity and promotion costs are getting higher and higher. For department stores that are not accustomed to meticulous management, cost control will become the last straw to overtake camels.