Is Mobile Telecom An Alternative Medicine For Fast Fashion Brands?

On the occasion of the US bond 20th anniversary, star Jay Chou, chairman of the United States and Zhou Chengjian, and Zhou Bang Wei, regarded as the future successor of the US state, jointly issued the "fan" App.

Born in the spotlight, "fan" was named after the wonderful work, and was ridiculed by Ma Dong, Gao Xiaosong and Kevin Tsai into the world of "after 90", "after 00" or even "after 10".

After its success, the performance of the United States has been painful all the way. There is still 10 days left from the US state reorganization plan. If this agent has the Internet gene and the "90s" business logic, will it become an antidote or poison for the United States to continue its pformation?

High input and low output

The "fan" App is the most important and colorful expression of the 20th anniversary celebration of 2015.

The "fan" App, which is positioned in the fashion business platform, is regarded as a key product of the Internet pformation by American state, but it fails to bring gratifying returns under the high marketing input.

Before the "fan" App, in 2010, Smith Barney launched the vertical clothing business platform "Bong buy network". However, the state owned network purchased more than 7500 yuan for less than a year and was abandoned by the group due to difficulties in making profits.

Today, "fan" App has taken the banner of the pformation of the United States into the Internet.

Transformation as a US state

In the latest attempt, "fan" App was placed high hopes and invested heavily in marketing.

In 2014, the first season of 50 million yuan was named "the wonderful flower", which created the most famous name of the network variety show.

With the popularity of "fantastic works", the second quarter and third quarter naming merchants "fan" App's investment can be imagined.

However, in the two quarter, more than 1 billion 100 million of the hits did not bring substantial user growth to the "fan" App.

The League index shows that the total download of "fan" App is less than 1 million.

Although in the second quarter of the "wonderful talk" launched in the evening, "fan" was on the App hot search list, but according to the League index, "fan" App ranked the 61 most in the online shopping payment application, and there were more than 1000 comments in the App Store.

On the "fan" App platform, the Beijing Commercial Daily reporter saw that most sales of single products were less than 10, and the number of brands with the largest number of collections was more than 2000.

With regard to the actual revenue situation of "fan" App, Smith Barney kept silent, only in the semi annual report, the company launched the fashion social networking + shopping platform "fan" App, and passed the title of the online entertainment program "wonderful flower" to make the word "fan" App fame rapidly improve.

Marketing difficult to pfer traffic

Clothing vertical electricity supplier money marketing is not like a taxi and other high-frequency O2O platform, you can burn money for traffic.

Including the "fan" App, the beautiful theory, etc., the huge advertising expenditure has not put the platform on the right track.

In April 30th last year, "fan" App was formally launched.

Zhou Chengjian, CEO, said that the business mode of "fan" is to convert hundreds of millions of passengers and 10 million of the 4000 stores brought to the platform into platform users, and to make profits through the way of selling to the brand and sharing with the seller through various ways of cooperation.

According to the estimate, the platform will have more than 1000 brands and more than 40 thousand single products this year. Users can share them with each other. If they are adopted, they can be divided into income groups.

Independent fashion analyst Ma Gang said, "fan" App's marketing is relatively successful, but the user conversion rate is low, the crux of the problem lies in the platform itself.

On the one hand, from the product manager's point of view, the user experience of "fan" App is good, but the information on the platform is still biased towards the PGC mode (professional production of professional content), lack of interaction with ordinary users, the habit of users' active collocation and sharing is not enough, resulting in low user retention rate; on the other hand, as a trend business, "fan" App's content and products are not rich enough, and the matching degree with the targeted audience is not high enough, making it difficult for a large number of offline store customers and advertising customers to be pformed into platform users.

Frustration of capital market

Under the Internet thinking, the favor of the capital market has become a standard to test the success of traditional business pformation and upgrading to create a new concept.

Although with previous pformation

In contrast, the United States has launched the "fan" App, which shows the determination of the United States to break the ranks, but such determination has not won the approval of the capital market.

In July last year, the United States announced a fixed increase fund-raising plan to raise 9 billion yuan, of which 6 billion yuan for the construction of O2O all channel platform, "fan" App is an important part of the project.

4 months later, the amount raised was raised to 4 billion 200 million yuan, of which 1 billion 591 million yuan was used for O2O full channel projects.

The reason for the adjustment is that the state of the United States does not elaborate. It is based on the comprehensive consideration of the capital market and the actual situation of the company itself.

Up to now, the United States has not yet announced the progress of this increase.

Not only did capitalization operations fail, but also the price of Smith Barney moved to a new low after last year's stock market crash.

Last April 10th, in the bull market context, "fan" App good news made the US bond price rose to a high of 28.35 yuan in April 10th.

In May 12th, after the US power went out of power, the share price rose to another high of 13.37 yuan in August 14th.

Since then, with the stock market volatility, the price of the US bond has been in turmoil, and it fell to a new low of 5.53 yuan before January 5th this year, which is only slightly higher than the lowest price of 5.04 yuan in last year's stock market crash. Compared with the high point after the elimination of power, it fell by 58.64%.

Yang Dayun, President of the excellent international fashion brand investment company, said that most of the main businesses of local listed apparel enterprises are facing difficulties. Enterprises generally adopt capitalization operations to try to realize the pformation or pformation to the Internet. "They should maintain a good market value and share price, and then reduce their cash holdings; or they will enter the Internet field and gradually break away from the garment industry."

For example, Hinur 11 billion yuan acquisition of Xinghe interconnection, sure later clothing business will gradually become auxiliary business.

Yang Dayun believes that one of the purposes of the App is to put forward the concept of Internet to attract more investment, but more than 90% of its revenues come from offline apparel business. This heavy asset mode determines that the United States can not focus on the development of "fan" App 100%.

"The platform like Yoho is born with the gene of the Internet, and as a traditional enterprise, its huge offline business will become a drag on the development of 'fan' App.

The slow development of "fan" App has not stopped the process of capitalization.

A few days ago, the United States announced that it would issue a major asset restructuring plan before February 5th.

Insiders said that although the United States did not disclose details, "fan" App is a big bargaining chip in the capital market. The restructuring is bound to focus on "App", but the development of "fan" App may not be able to give investors confidence.

Intended for family successors

With the popularity of "App", Zhou Bangwei, the son of Zhou Chengjian, came to the front of the youth with the name of "American state" imprinted on his name.

Earlier, it was reported that "fan" App was dominated by Zhou Bangwei, and Zhou Bangwei really did it.

The 19 year old "post-90s" not only started the "fan" App with Zhou Chengjian and Jay Chou, the chief fashion consultant of the United States, but also personally participated in the "wonderful" App named "wonderful flower".

This move was interpreted by the outside world as Zhou Chengjian pushed Zhou Bangwei to the public, laying the groundwork for his succession.

Zhou Chengjian also expressed confidence in Zhou Bangwei.

In Yang Dayun's view, "fan fan" App is only a workout for the younger Zhou Bang Wei, who will not directly participate in the operation of the platform.

"Zhou Chengjian pushed his son through" fan fan "App is normal, most Chinese enterprises have this tradition.

However, it also makes the success or failure of "fan fan" App more important.

In fact, Zhou Chengjian's daughter Hu Jiajia is already one of the largest shareholder in the US state.

According to the latest announcement of the US bond, Zhou Chengjian and Hu Jia Jia jointly owned Shanghai Huafu Investment Co., Ltd., which owns 50.20% of the state bond, is the largest shareholder of the group. Hu Jia Jia holds a 8.91% stake in Smith Barney and is the second largest shareholder of the group.

A member close to the US state told reporters implicitly that some family businesses in the country often had a leadership view instead of the development direction of the enterprise.

Go astray.