The Distance Between The United States And Semir Continues To Widen, And The Next Competition Is In Children'S Clothing.

Metersbonwe (hereinafter referred to as the US bond) and Semir recently released the 2015 performance bulletin.

Smith Barney's revenue fell 5% to 6 billion 285 million yuan over the same period, and profits plunged 396%, losing 4.31 billion yuan.

Semir's revenue was 9 billion 430 million yuan, an increase of 15.7%, net profit 1 billion 345 million, an increase of 23% over the same period last year.

After half a year's reports, the gap between the two companies has widened.

You may notice that the decline of the US state is not new: its revenue has been declining since 2012.

But 2015 is their first loss in 7 years.

The United States has made many attempts: adopt multi brand strategy (high-end line Me &City, online brand AMPM and popular brand Meters/bonwe); build O2O apparel shopping platform, O2O and fan.

If you often watch variety shows and care about entertainment circles, you may think that Smith Barney is a brand with a high sense of existence and even a relatively thick and thick brand.

Its spokesmen are Wentworth Miller (prison break hero), Jay Chou and Li Yifeng at this level, and also named "wonderful flower theory" for 3 consecutive seasons.

From this series of endorsements and marketing activities, the United States seems to be trying to cater to the tastes of young people.

But they seem to have forgotten how to make good products.

Slogans such as "China's UNIQLO" and "China's Zara" have been called back many times, though they are fast fashion, but they are not fast enough, and the new product cycle is too long.

A lot of stock has been overstocking, which can only be eliminated through frequent discounts. This is very damaging to the brand image of Me &City, and Me &City has been closing down over the past few years.

In addition, the United States is relatively extensive in its operation.

They have large stores in the prime locations of the first tier cities, and have no direct advantage in dealing with fast fashion brands abroad, such as UNIQLO, H&M and ZARA.

The flagship stores with high rent and maintenance costs, such as the Wangfujing in Beijing and the Metersbonwe in the Huaihai Road in Shanghai, were later closed, dragging the brand.

In addition, some people pointed out that the United States and many brands strategy is not wise: the product line is numerous, but the real innovation is not many, actually is repeats, increases the internal friction.

In the past two years, the United States has called O2O.

To reduce offline stores, set up experience shops, and increase online investment: the development of Bong network and fan App.

But in the case of product problems, channels can not solve the problem.

Compared with the frequent mistakes of the US and the United States, Semir shows a more correct way.

It avoids direct competition with international brands such as UNIQLO, H&M, and so on in the first tier cities, and goes deep into the two and three or four tier cities.

But as more fast fashion brands expand to more two or three tier cities, the pressure is also growing.

For the lack of high-end market, it chose to represent a high-end German brand, Marc 'O Polo.

It is worth mentioning that Semir is in

The field has found new growth points.

Since entering the field of children's clothing in 2002, they have not encountered strong competitors in this newly opened market, and have grown rapidly.

Children's clothing accounts for about 32% of Semir's total sales.

Its brand, Barbara, has a market share of 4%, ranking first in the industry.

The brand has been growing at a rate of more than 25 per cent in three consecutive years.

In addition, Semir's children's wear brands include Maca and dream.

Of course, children's clothes sell well is not the only reason for their good performance.

In Semir's business briefing, they mentioned: "the company is speeding up shopping centers.

And other channel layout.

When the inventory is close to the end (at the end of the year), the discount rate decreases.

Perhaps it is found that the strategy of competitors has brought them achievements, and the United States has begun to layout children's clothing market.

They launched the Me &City children's wear line and the new brand Moomoo.

According to the "China children's wear market report" released by Ou Rui consulting in 2015, the United States accounted for 0.3% of the market share of Chinese children's clothing in 2014, ranking fifteenth in Semir.

Mei Bang expressed his optimism about the growth of children's clothing business.

However, where is the fire going to catch up? Can the company get rid of the difficulties of the east one hammer?