The United States Barrack Clothing Radical Pformation Fell Into A "Protracted War", The U.S. State Clothing Last Year Lost More Than 400 Million

It may not be expected that the United States would face such a pcript after 7 years of listing.

In February 27th, Smith Barney apparel released its 2015 annual performance bulletin, which said the company achieved operating income of 6 billion 285 million yuan in 2015, down 5% compared with the same period last year. Operating profit reached 150 million yuan, down 184% compared to the same period last year. Net profit attributable to shareholders of listed companies was -4.31 billion, down 396% from the same period last year.

The company said that the performance has changed, mainly in the reporting period, the company's direct retail sales continued to improve, children's clothing business and online channels increased significantly, "but because the franchise channel adjustment is still lagging behind the direct channel, the wholesale income has a certain decline".

Last year, when the 20th anniversary of Smith Barney fashion was established, it seemed that the performance was hard to foil the festive atmosphere, and it was a little sad and sad.

Despite the popularity of Jay Chou in the 20th anniversary celebration, behind the scenes of the grand bustling scene, it is the path of the same lively clothing industry that has been pformed from prosperity to the present.

In the previous earnings report, as the costumes of the first clothing brand in the country, it actually shows the weakness in the market game which is full of Internet and electricity suppliers.

According to the results of the financial report, in the first quarter of 2015, the overall revenue of the US bond apparel reached 1 billion 753 million yuan, down 4.75% from 1 billion 841 million yuan in the same period last year. In 2014, the United States achieved 6 billion 620 million yuan in revenue, compared with 7 billion 889 million yuan in 2013, a decrease of 16.08%. In 2013, compared with the 9 billion 509 million yuan in 2012, its revenue decreased by 17.03%.

Looking at profits again, operating profit in 2014 was 178 million yuan, down 65% compared with 2013, and operating profit in 2013 was 510 million yuan, down 42% compared with 2012, and 2013 operating income dropped 33.4% compared with 2011.

That is to say, as early as a few years ago, the profit contribution of the American margin clothing has declined considerably, and many internal and external causes have caused a huge loss in 2015.

In fact, from 2011 to now, the domestic garment industry has undergone tremendous changes, the impact of the electricity supplier and the adjustment and integration of its own industries. The listed companies like YOUNGOR have been testing the real estate industry and seeking greater profits.

Transformation of the Internet to pull through the crisis

Last May,

At the scene of the 20th anniversary celebration, Zhou Chengjian, chairman of the company, launched the "fan" APP to the outside world. After that, "fan fan" APP twice invested in the famous variety show "wonderful flower".

According to media reports, in the first quarter of the "wonderful flower", the sponsorship of the United States border clothing reached 50 million yuan, second times actually more, but did not disclose to the outside world.

It is understood that the "fan" download volume is currently increased to 9 million, active users in the day around 300 thousand, from sponsorship to users, how to plate into real gains is regarded as a key move.

Cai Minxu, a leading member of the US bond, responded to the media, saying: "the promotion of not wanting to make money is a lie."

Ambitious "fan" has been launched for nearly a year, Zhou Chengjian is seen as the third pformation.

This is a major move in 2015 that the United States decided to shift its focus from line to line and force mobile Internet applications.

In Zhou Chengjian's view, "fan" APP has completed the closed loop of the traditional O2O. Besides opening up online and offline, it can provide zero cost entrepreneurial space for the platform entrepreneurs. "Fan is the upgrade and perfection of the O2O mode."

"Fan" APP is actually an intelligent entrepreneurial tool and fashion platform based on mobile terminals. However, it is still hard to make clear whether APP based on Internet gene and post-90s thinking can make money for Smith bond.

"Fan" is regarded as an upgraded version of Zhou Chengjian's network.

As early as the end of 2010, the United States and costumes bought their own electronic business platform on the Internet. At that time, the movement of the United States and Bengal was quite avant-garde, leading a number of Internet companies in the country, realizing the consumption of sweeping codes in the physical store, and realizing online shopping and offline replacement, which was quite fashionable 6 years ago.

However, later, such as fan and other clothing brands appeared, vertical electricity providers to flat channel advantages, completely realized or subverted the model of American Apparel.

In 2011, the "Bon Bon dress" launched the "I am a new national product" advertising campaign for the state Bon net, asked Jay Chou to endorse the publicity, but this kind of action intensified the contradiction between the American state dress and the franchisee and the direct shop, and from the clothing style to the price and so on, caused the inventory to be high.

According to media reports, in 2009, the United States apparel inventory was 900 million yuan, increased to 2 billion 500 million yuan in 2010, climbed to 3 billion yuan in 2011, under high storage pressure, sales did not grow as expected.

At the beginning of 2012, Shenyang Wanguo Securities released a report that it had reduced its inventory to 2 billion 500 million yuan by the end of 2011.

However, at that time, the net assets of Smith Barney were 3 billion 200 million yuan.

In fact, in 2011, when the net profit was 1 billion 206 million yuan, the performance of Smith Barney clothing began to decline.

In response to the "fan" platform's investment amount, the reporter did not respond to the verification, but his chairman Zhou Chengjian said publicly that there were already more than 4000 stores under the main line of grafting under the "fan" platform, which would not be like traditional Internet companies relying on "burning money" to exchange traffic.

In July last year, the United States unveiled a plan to raise fund-raising funds, which was intended to raise 9 billion yuan, of which 6 billion yuan was used for the construction of O2O all channel platform. However, in November of that year, the United States dress announcement announced that the total amount raised would not be more than 4 billion 200 million yuan, from platform construction to brand sales platform, and its investment amount was reduced from 6 billion yuan to 1 billion 200 million yuan.

Ma Gang, an independent fashion designer, told the media publicly that although the pformation of American Apparel is very firm, the cost of pformation is very high, and the important thing is whether we can persist.

It is believed that the pformation of the US state has been radical. Zhu Qinghua, a consultant of CIC, told reporters in the Yangtze River Commercial Daily that although the United States was one of the earlier garment enterprises, the United States has not yet explored a more mature development route because of the larger span of cross-border Internet.

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and

Compared with the huge loss of clothing, Semir clothing in Wenzhou is another scene.

In the same period, the United States apparel giant loss of 431 million yuan, Semir apparel net profit increased 23.16% to 1 billion 345 million yuan, the difference between the two net profit of nearly 1 billion 800 million yuan.

From the overall revenue perspective, in 2015, the United States and the United States apparel fell 5% to 6 billion 285 million yuan, Semir clothing revenue grew 15.74% to 9 billion 430 million yuan.

Changjiang Commercial Daily reporter noted that in 2013 two years ago, the two revenue was only 600 million yuan gap.

In the same place as Wenzhou, Zhejiang, how did the difference between the two landmark brands expand?

The center of American Apparel has always been the design and production mode. In 2011, when it realized nearly 100 billion yuan in revenue, it imitated high-end brands and became a market hard hit.

Unlike the radical pformation of American Apparel, Semir showed a wise side.

Changjiang Commercial Daily reporter noted that the development focus of Semir clothing did not leave the garment industry, but found a growth point in the field of children's clothing industry segmentation.

In 2002, Semir clothing began to enter the children's clothing market. As of now, children's clothing accounts for about 32% of Semir's total clothing revenue. Its brand balbala market share is 4%, and its growth rate has been over 25% for three consecutive years.

However, in the same city, Mei Bang clothing has also been arranged in the children's wear market, and has launched its own children's wear brand.

However, this strategy did not bring great benefits to the American Apparel. According to the China children's wear market report released by the European Rui executive in 2015, the market share of Chinese apparel in 2015 was 0.35%, and the difference between the costumes was very large.

The growth of Semir clothing performance mainly comes from the development of children's wear field, which is the temporary shortage of American Apparel.

Zhu Qinghua, a consultant at the China investment bank, said that Semir had entered into the field of children's clothing at that time. The market concentration of children's clothing was still low, and the less influential children's clothing brands. With the good product quality and strong marketing ability, Semir achieved a great success in the children's wear market.