In The Middle Of The 1 Billion States, After The Accident, Semir Failed.

After the 500 million yuan net profit gap was opened in the first half of last year, the difference of development strategy made the gap between the two major landmark brands, Metersbonwe (hereinafter referred to as "American state") and Semir, further widened.

According to the two major

Recently released 2015 annual performance bulletin, US bond net profit fell 396%, a loss of 431 million yuan, Semir net profit grew 23.16% to 1 billion 345 million yuan, the difference between the net profit of nearly 1 billion 800 million yuan.

The results of the two companies show that

Revenue fell 5% to 6 billion 285 million yuan, Semir's revenue grew 15.74% to 9 billion 430 million yuan over the same period, while in 2013, Semir and the United States had nearly 600 million yuan revenue gap.

The US state said that during the reporting period, the retail sales of the company continued to improve, and the growth of children's clothing business and online channels was obvious. The performance loss was mainly due to the adjustment of franchise channels.

Semir said that the growth of its performance was mainly due to the company's efforts to strengthen product development, reform the sales system, promote the layout of the whole channel, the continuous development of leisure business and children's business, and the rapid growth of online business.

As a representative brand of local casual wear, Mei bang and Semir have started in Wenzhou, and have been competing for each other since their establishment.

With its independent design, production outsourcing, light asset model and accurate star endorsement marketing, the United States is in a leading position in the industry, with revenues of nearly billion yuan in 2011.

However, after 2011, the performance of the US bond market declined year by year. The high-end city brand ME&CITY, which imitated ZARA, was not bought by consumers. A large number of Direct stores and experiential shops were not able to promote sales. It was regarded as the key "fan App" of the Internet pformation of the United States.

The industry said that in the face of fast fashion into China, domestic brands, such as the rise of electricity providers and other market changes, the United States in the forefront of pformation, but because of the pformation of anxiety disorders, "trial and error too".

Independent fashion division Ma Gang said that the comparison between Smith Barney and Semir can not be seen through linear thinking.

The growth of Semir's performance this year is mainly due to the development of children's clothing business.

But in addition to the decline in sales of apparel business, the loss of the US state mainly stems from the huge investment in Internet pformation which has not yet been rewarded and aggressive.

The high risk of style.

Last year's losses were in line with expectations.