Smith Barney Apparel Suffering From Pformation Anxiety Disorder Performance Decline Again And Again

From net profit 1 billion 200 million to loss, innovation and duplication of American state clothing pformation dilemma

Metersbonwe, who does not take the unusual road, has now "vanished".

Metersbonwe, which once created a brilliant local leisure apparel, suffered the first loss in seven years since its listing. The Group expects to lose 300 million -4.5 billion yuan in 2015.

In the view of independent fashion division Ma Gang, as a local leisure.

The United States does not lack courage and action, but it is not always satisfactory. Under the presentation is the result of pformation anxiety disorder.

The so-called innovation is actually "excessive trial and error".

From net profit 1 billion 200 million to loss

The United States has been very active recently, known as the popular variety show "wonderful flower", launched the "fan" App, the group also plans to raise 4 billion 200 million yuan to force the Internet.

However, a series of big moves did not bring real sales growth to the United States.

In the past "double 11", Mei Bang's performance was not satisfactory.

Tmall women's brand "double 11" trading index ranking the United States did not enter the top ten.

The brand trading index ranked tenth in the top ten, and Semir's costumes ranked fifth.

The sluggish sales are also reflected in the earnings report.

According to the US financial report released in the first three quarters of fiscal year 2015, the company achieved 4 billion 328 million yuan in the first three quarters, a decrease of 7.8% compared with the same period last year, and a net loss of 177 million yuan attributable to common shareholders of listed companies, a sharp decline of 178.12% over the same period last year.

The company believes that the reason why the franchise channel adjustment in 2015 is still lagging behind the direct channel, and the wholesale income has declined to a certain extent.

In fact, after the net profit of 1 billion 206 million yuan was realized in 2011, the performance of Smith Barney began to decline year by year.

Develop new brands, set up direct stores, and increase electricity providers.

The continuous pformation did not bring any improvement in performance.

An insider close to Smith Barney said that the United States had made an innovation problem, that is, pformation anxiety disorder.

Transformation in anxiety

Founded in 1995, american apparel has gradually developed into a leading brand of local casual wear by relying on its own design and production outsourcing mode.

Zhou Chengjian, the founder of the group, won the two mainland China in 2009 and 2010.

The first richest man.

In 2011, Zhou Chengjian shouted a 600% increase in net profit in the first half of this year.

At that time, the Internet curtain had already been opened. On the one hand, ZARA, UNIQLO and other international fast fashion brands began to force the Chinese market. On the other hand, the Amoy brand flourished with the development of online shopping.

However, the ambitious American state gradually lost its way.

By the end of 2009, the stock of Smith Barney was only 900 million yuan, and it increased to 2 billion 500 million yuan by the end of 2010. By 2011, it had climbed to 3 billion yuan.

Under the pressure of high inventory pressure, sales volume has not increased.

Therefore, the United States began to learn fast fashion brands, launched a high-end brand ME&CITY targeting urban consumers in 2008, and laid a large number of Direct stores to imitate the ZARA store mode.

Ma Gang said that the United States as a local brand to better understand the Chinese market, but in the supply chain, management mode, style design and other aspects of the international brand gap is obvious, simply can not get up, a large number of Direct stores opened up, but brought a higher cost of investment.

After 2013, the United States also tested the water concept experience shop, with poor results.

Many hastily pformed are not ideal.

Cheng Weixiong, general manager of clothing industry expert and Shanghai Liang Qi Brand Management Co., Ltd. said that many attempts made by the United States have revealed an anxiety, "the former state purchase network, the current O2O,

In fact, the thinking of the United States is advanced and worthy of recognition.

But it's a little confused about what you want to do, do you want to be a clothing brand, or a platform brand, or something else?

"Trial and error" multi brand strategy

The industry insiders said that the outside world thought that the inventory problem was the root of the United States. In fact, the United States and many brands strategy is the root cause of the current dilemma.

"The United States and many products line, it seems that has been innovating, in fact, is duplication, internal consumption."

Ma Gang said that the United States has plunged into brand swings.

"This is a serious self consuming, energy, capital, design and research capabilities are limited, so many product lines waste a lot of resources.

In contrast, Semir has been deeply ploughing children's clothing market, and children's wear brands have nearly half of their revenues in the group.

For Smith Barney

Cheng Weixiong also said the strategy was wrong.

At the same time, he believed that the United States had committed "big business disease".

"In the second tier cities, compared with the fast fashion brands, they are not willing to be the aristocrats when they are not competitive, and they lack the cost performance in the three or four tier cities, and the consumption groups are gradually losing."

"The United States has entered the" climacteric ", we must learn from the pain and cater for the main consumer to develop the core brand.

Ma Gang said.