After The First Time Of The United States Barrack Event, The First Battle Resumed.

February 5, 2016 is the day of the resumption of Smith Barney clothing. Before that, the US state clothing promise will strive to disclose a major asset restructuring plan. Therefore, the time left for the "naked reorganization" of the US state dress is only 10 days at most.

Since the suspension in January 7, 2016, the company has gone through the "lost contact" between Chairman Zhou Chengjian and Secretary of the board of directors, Tu Ke. The company has announced the announcement of major asset reorganization matters, and Zhou Chengjian and Tu Ke have both "returned to the post" and so on.

In this process, apart from the announcement, the United States and costumes are almost silent.

Until January 25th, the International Financial Daily reporter called Zhou Chengjian, Tu Ke and Cai min Xu, general manager of public relations department. They were all shut down or no one answered.

According to the latest announcement released in the evening of January 23rd, the United States apparel control shareholder's investment in clothing and Zhou Chengjian, the company's actual controller, invested 30 million 91 thousand yuan to complete the holdings plan.

In fact, Zhou Chengjian, a real controller of investment in Chinese clothing, directly owns 70% of the investment in Huafu, and owns 90% of Shanghai's Kei Ge, another shareholder of the Chinese clothing industry, which owns 97% of the total investment in China clothing.

After the completion of the current round of holdings, Zhou Chengjian, the real estate controller of the United States and China, holds 1 billion 272 million shares of the US state clothing and shares, accounting for 50.38% of the total share capital of the United States.

And the major asset reorganization matters are still in the process of planning.

Continue suspension.

According to the announcement on the suspension of major asset reorganization issued in January 16th by Smith Barney costumes, the major asset reorganization involves trading interests related to the main business of the company.

Zhou Chengjian's move is seen in the industry to strengthen investor confidence and a supplier based partner's confidence in Smith Barney. Many analysts believe that the matter is related to the Xu Xiang case because of speculation that Zhou Chengjian was "taken away".

Even after a week after the announcement of Zhou Chengjian's return, he did not disclose details.

Such a confused "lost contact" may affect these investors and partners, and may even have a negative impact on the US state supply chain business and share price.

Chinese style

Suffer from huge losses

According to the third quarter report released in October 28, 2015 in Smith Barney fashion, it is predicted that the first loss in 2015 will be estimated at 300 million -4.56 billion yuan.

For the reasons for the huge losses, the instructions from the US state clothing show that: in 2015, the operation adjustment of the company joining the channel still lags behind the direct channel, and the wholesale income has a certain decline.

In August 2008, Smith Barney was listed on the Shenzhen Stock Exchange.

With the help of the capital market, the performance of the apparel market in the US and the US market has developed rapidly.

Over the next 3 years, the performance of the United States has risen by two digits per year, becoming the leading leader in the field of domestic casual wear.

In 2011, Zhou Chengjian called out the target of "600% increase in net profit in the first half of 2011". Finally, its annual revenue did reach 9 billion 945 million yuan, with a net profit of 1 billion 206 million yuan.

This record has also become the insurmountable peak of the American border.

Since then, with the downturn of the domestic garment industry, the strong layout of overseas fast fashion brands and the influence of domestic electricity suppliers, the United States has begun to go downhill.

In 2012, the performance of Smith Barney clothing declined for the first time in 5 years after listing.

similarly

ZARA, H&M, UNIQLO and other brands have entered the Chinese market and expanded rapidly.

According to the performance report of UNIQLO in fiscal year 2015 (September 1, 2014 to August 31, 2015), UNIQLO opened 93 new stores in Greater China, with sales exceeding 3044 billion yen (about 16 billion 103 million yuan), an increase of 46.3% over the same period last year, and operating profit increased by 66.1% over the same period last year.

In January 7, 2016, the fast selling group (UNIQLO parent company) released its first quarter financial results in fiscal year 2016 (September 2015 to November), showing that the total income of overseas UNIQLO in the first quarter was 196 billion 900 million yen, an increase of 17.2% over the same period.

There are 66 new outlets in the overseas markets of Greater China and Southeast Asia, totaling 864.

In fiscal year 2015, H&M added 73 new stores to mainland China and more than 300 stores, and Magnus Olsson, general manager of H&M Greater China, said: "H&M group has maintained a strong growth momentum in the first three quarters of fiscal 2015, with sales of 62 billion 200 million kronor 12% after tax.

Among them, China is still one of the key markets for rapid growth.

"Whether they are UNIQLO or H&M, these overseas fast fashion brands have very clear positioning and core competitiveness."

Li Lingfang, an associate professor of Department of industrial economics, School of management, Fudan University, pointed out that "UNIQLO pays great attention to product research and development. For example, HeatTech has broken the inherent concept of Chinese consumers for the thickness to keep warm, and has achieved the demand for" thin and warm ", which is welcomed by consumers.

In terms of style, UNIQLO is mainly based on basic funds, which reduces the risk of being eliminated because of changes in the trend. New technology research and development products can be continuously sold.

The advantage of H&M and ZARA lies in the fact that fashion is not expensive.

Li Lingfang pointed out that "this brand will launch a number of new models in a year, almost every half a month.

There will be adjustments.

At the same time, these enterprises can control the supply chain very well and reduce the cost, so that consumers can buy fashionable clothing at a relatively low price. "

Therefore, for Metersbonwe's domestic clothing brand chain enterprises, Li Lingfang believes that the key is to train internal skills to locate accurately. No matter playing "R & D cards" or "style cards", they must create their own core competitiveness that can not be duplicated, and form their own "guarding City River".

At the same time, the advantage of the Internet and big data is used to control the supply chain and identify the consumers.

Limited net results

In fact, Zhou Chengjian has done a lot of exploration for pformation.

Looking back at the growth of the US state, in the past 2008-2012 years, the main learning objects in the United States were fast fashion enterprises represented by ZARA and H&M. Since 2013, the benchmarking enterprises in the United States have begun to turn to uniforms, including the operation of O2O, the formation of shop leading business mechanism, the reduction of SKU, the compression of suppliers scale and overseas procurement.

In July 2015, the United States and costumes also issued a fixed increase plan to raise funds 9 billion yuan to accelerate the pformation of the Internet.

The key project is a mobile platform called "fan".

According to the introduction, the platform with fashion collocation experience as the carrier, to integrate the global fashion brand resources, to create a zero - cost, zero risk entrepreneurial platform.

At present, the platform has signed many brands at home and abroad.

It is estimated that by the end of 2015, there will be more than 300 brands signed by the new platform, more than more than 10 thousand products, and by the end of 2016, the brand will increase to more than 1000, more than 100 thousand products.

Zhou Chengjian believes that in the era of Internet plus and big data, the biggest advantage of the APP platform is the experience of brand sales for many years, as well as 350 million of the more than 4000 stores in Metersbonwe and other brands in the country, and about 10000000 of the existing brands.

However, in terms of downloads, fan APP still needs to make great efforts to fulfill Zhou Chengjian's "wish".

In January 25th, looking at the 360 mobile assistant platform, fan APP downloaded was only 240 thousand, while similar mogujie.com downloads were 35 million, beauty was 26 million 580 thousand, star wardrobe was 13 million 290 thousand.

Turning to the influence of the Internet on the pformation of traditional enterprises, in Li Lingfang's view, the Internet is playing a "double-edged sword" effect.

"If the product itself is of good quality and has the core competitiveness, the market of the enterprise can expand even more under the catalysis of the Internet, but if the product itself is not clear, it can easily be replaced.

It will also further increase the survival pressure of enterprises.

Li Lingfang stressed: "the strategy of the enterprise is very important. Internet tactics are more of a situation, not a panacea for the successful pformation of enterprises."