After ZARA, Who Is The Next Goal Of The United States?

Zhou Chengjian, a businessman in Zhejiang, should not be happy recently.

He founded Metersbonwe Clothing Co., Ltd. in 1995 (later known as Smith bond). After 7 years of listing on A shares, he suffered the first loss in the winter.

According to the open prediction of American Apparel, the annual loss in 2015 will reach 300 million to 450 million yuan.

For the first time, the loss of American Apparel is facing the dilemma of becoming a big loss maker.

In November 20th, Smith Barney again made a public statement to make adjustments to the plan for fixed increase announced in July this year.

The adjustment includes downgrading the issue volume and issuing share price, raising total funds from 9 billion yuan to 4 billion 200 million yuan.

Although the overall direction of the fixed increase plan has not been revised, according to the adjustment plan, there will be nearly 1 billion of the funding shortfall.

The news was announced less than a month ago.

The adjustment of the American state dress has been increased, and the fund has been dealt with, so the annual loss is not expected to have no effect.

At the same time, in the face of losses and downgrades, the clothing of the American state is slightly weak, but in the whole industry, it has not stopped the pace of pformation.

In the early days, Smith Barney studied ZARA and so on.

To build MA&CITY and open up a large number of brand direct shops.

Now, in order to boost the price of Smith Barney's stock market, the United States has begun to pform its learning objectives.

In the public plan to increase, the United States mentioned that 50% of the funds raised will be used on the "intelligent manufacturing" industrial supply chain platform, but in fact it is the C2M mode that is now popular.

In China, the red collar group has become the leader of the C2M mode, and many garment enterprises have begun copying the C2M mode. However, behind the C2M is the revolution of the supply chain. It needs to make personalized products by means of industrialization and efficiency under data driven.

For a long time, the United States is better at brand operation, but now it has to be a big fan in the supply chain pformation. It really makes people feel very relieved. This explains that the total funds from this collection dropped from 9 billion to 4 billion 200 million, which is a lack of confidence in the market and in itself.

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The United States has been looking for the right direction.

It is easy to find out from the development of American Apparel in recent years that American Apparel has been trying to brush up on consumers and investors.

In the early days of the founding of the United States, Zhou Chengjian, a tailor, used the company's control design and factory outsourcing to create a large number of direct and franchisees in the prime locations of various cities.

Up to now, there are more than 3600 Direct stores and franchised stores in the United States.

The franchise mode is one of the ways to boost the brand development at the early stage of its development. However, judging from the third quarter financial results of 2015, the franchisee has obviously delayed its performance.

According to the financial report, the operating income of the first three quarters of the United States was 4 billion 328 million yuan, 7.8% lower than that of the same period last year. The net profit attributable to shareholders of the listed company was nearly 177 million yuan.

At the same time, in view of the reasons for the loss estimate, the United States State clothing has pointed out the reason why its stores are slow to grow and become the main reason for the loss of performance.

The channel of joining stores will not be tightened, and it will become an attempt of American state dress.

Time constraints.

In 2013, Smith Barney put forward a platform to build bond buying network, build experience shop online, and introduce executives like Lin Haizhou, Liu Yi and Min Jie to implement O2O strategy.

The strategy is aimed at opening stores and online channels, making data circulation from members, commodities, logistics and operations, and providing full channel services to consumers. It is one of the most important pformation of American Apparel.

In the meantime, the O2O project of Smith Barney also experienced multiple tests, such as high level turnover and state purchase revision.

Judging from the current situation, the revised sale has not yet reached the company's expectations, Future Ltd is expected to launch a new e-commerce platform, may be parallel with the state purchase, or the integration of the two, it is expected that the company will continue to introduce a series of new initiatives in the electricity supplier, including the crowd raising mode.

From the point of view of multi brands, Smith Barney fashion early learning ZARA and other fast fashion brands, creating MA&CITY, and opening up a large number of brand direct shops.

The effect is that the cost of building is very high, the flexibility of supply chain can not compete with the fast fashion brand, and at the same time, it faces the positive impact of the rise of the brand.

In 2013, the United States has started the layout of children's clothing industry in the country, launched me&city kids and MOOMOO children's clothing, and opened online more than 1000 stores, in order to multi brand layout and cross consumer groups pformation.

But Semir of the same brand already has about 3000000000 of its market share with its children's clothing brand Barbara.

In the layout of children's clothing market, the United States has fallen behind.

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In the numerous pformation of American barrack dress, the APP of "mobile layout" should be the most sense of existence strategy.

This APP enables every participating user to become an interest group through the "partner" mechanism.

At the same time, we should cooperate with Iqiyi deeply in the promotion and take part in the new program sponsorship, such as "fantastic flower", so as to enhance the brand influence of young people in the United States.

Fast fashion, multi brand, all channels, mobile terminals, the United States has never missed any fashion trend of the Internet world, but so far no significant achievement has been made.

The pition is getting bigger and bigger. Reliability and diligence can not solve all problems.

Obviously, the United States clothing needs to find a suitable direction for them, and then exert energy.

The next foothold: Internet + whole process

After so many bumps and bumps, the 9 billion yuan fund raised by the US bond dress was 6.5 times the amount raised by IPO.

Such a sum of money seems to have a big momentum in the depressed stock market and the fierce competition in the retail industry.

Even though it was eventually folded, 4 billion 200 million yuan is not a small sum. What will be the money used by the state?

From the open plan of American state garments, the final direction of fund-raising will be used in the three major sectors, namely, the "intelligent manufacturing" industrial supply platform, the O2O multi brand sales platform, and the construction of the Internet big data cloud platform center.

The business system is divided into three main lines.

Among them, the establishment of "intelligent manufacturing" industry supply platform is the key.

Earlier, Zhou Chengjian, chairman of the US bond clothing company, said at the Forum on economic situation held by the State Council: "the Internet has indeed become an indispensable competitive element."

Zhou Chengjian said frankly that after many years of development, the Internet pformation of American Apparel has really begun.

The "intelligent manufacturing" industrial supply chain platform of the American Apparel includes three parts: the "intelligent manufacturing" industry supply platform system construction, the open C2M platform, the industrial chain financial information platform.

Among them, the supply platform system has been built to become the capital user.

The C2M platform has been piloted in cities such as Hangzhou and Chongqing.

This consumer experience of opening personalized orders.

The price of the product is 30% to 50% higher than that of the brand.

Zhou Chengjian said in a media interview that at present, Metersbonwe's customized production orders are stable at 350 per day, and these orders are placed in the pilot plant in Shanghai.

For the projects in progress, the incremental plan indicates that incremental action will be progressively done.

A total of five projects have been put forward, namely, the development of private brand channels, O2O business and external

The development of business, the pformation and development of BPO network, the development of "mobile" mobile social networking + shopping platform, and the construction of big data platform.

From the planning analysis, O2O business is still the main force of American Apparel.

Around the O2O strategy, the United States will use fund-raising funds to integrate global fashion brand resources, with exclusive agency, distribution, sales and other means and domestic and foreign well-known brands, designers personalized brand cooperation.

Making use of the resources of the existing 3600 stores to create the pformation of "cloud gate shop".

Many brands will also rely more on Tmall, Taobao and other external e-commerce platform resources to expand channel advantages.