American Barrack Shop Is Cold And Cheerless, Joining Condition Improves

"No ordinary way"

In 2015, the United States encountered Waterloo.

Its operating income in 2015 was 6 billion 295 million yuan, down 4.92% from the same period last year.

Net profit fell 396.57% compared to the same period, losing 431 million yuan.

This is the first loss in 8 years, and it is a cliff shaped loss, which caused investors' concern and triggered the inquiry of the Shenzhen Stock Exchange.

Asked about the above changes, the United States responded that the company increased in 2015.

And R & D input to speed up the drive.

With the optimization and innovation of the service, the core value of the company's products, channels and sales experience has not been fully reflected in the market, resulting in a sharp decline in profits.

It is worth noting that in the absence of learning ZARA, the United States began to take UNIQLO as its goal, and made great progress towards Internet marketing. However, data show that in 2015, the average cost of advertising was 1 yuan per dollar, and net profit was 3.7 yuan.

American barrack shop is cold and cheerless, joining condition improves

In June 3rd, the Beijing News reporter came to the Metersbonwe Longhu long Ying Tian Jie shop outside the East Fifth Ring Road in Chaoyang District, Beijing, which is also one of the denser population areas in Beijing.

The shop has an area of about 200 square meters and is decorated beautifully. At the entrance of the shop, there are sales promotions of "new summer products, two pieces of 20 percent off, and selected styles 39% off".

There is only one shopping guide and a cashier in the shop. The top of the clothes rack is all "time limited and excellent" brand.

For example, the price tag of a new summer men's round neck T-shirt is 99 yuan, while the excellent price is only 59 yuan, which does not specify the end date of the discount.

"Business is bad."

Miss shopping guide sighed to reporters.

At about 11 a.m. on Friday, reporters were the only customers in the store.

Miss shopping guide told reporters that this store is a direct store, has opened for more than a year, business is cold.

The reporter then came to the ME&CITY shop in the same shopping mall, and saw a "20 percent off, two, 40 percent off" promotional card at the door of the shop.

Miss guide told reporters that ME&CITY is the high-end series of American Apparel (4.790, 0.00, 0%), and there are only direct stores in Beijing and Shanghai.

She told reporters frankly, "we can still earn some money on weekends, and the consumption on weekdays is not ideal."

"Business is not good now, or do not join such a very expensive shop."

ME&CITY shopping guide told reporters that she was handed over to a reporter who was responsible for joining the brand.

The reporter then called the phone. Mr. Wang told reporters that ME&CITY had not accepted franchises in the eight district of Beijing. Metersbonwe also allowed some franchisees to exist only in a few outer suburbs except Tongzhou District.

For the second tier cities to join the request, Mr. Wang said that for the second tier cities to join, to pay 20 thousand yuan deposit, at the same time, the franchisee's own funds or the company's own funds in principle, not less than 500 thousand yuan.

According to people familiar with the United States, the conditions of the United States have increased in recent years.

Learning ZARA is specious.

In 1995, Zhou Chengjian, founder of the American bond company, opened the first Metersbonwe store in Wenzhou's five Horse Street. Therefore, the "since 1995" word often appears in the state's top coat.

In 2008, Zhou Chengjian was sent to the Shenzhen stock exchange for listing. A gift of gold plated sewing machine was sent to the Shenzhen Stock Exchange as a gift.

He also set the example of ZARA, a fast fashion brand in foreign countries. "We have the opportunity to surpass them in China," he said.

As an example of ZARA, the United States has only direct outlets in the Greater China region, with a small amount of production and rapid updating, and every 14 days on average, new stores will provide a guarantee for low inventory under the fast supply chain.

In addition, ZARA has a large number of fashion buyers to communicate with designers and designers timely to ensure the fashion sense of ZARA.

Zhou Chengjian is firmly committed to the marketing network layout of "Direct stores + franchisees", focusing on setting up direct stores in the first tier cities, enhancing brand influence and radiating the surrounding areas.

Franchisees are mainly concentrated in the three or four line cities, intended to enhance the market coverage of the three or four line cities.

By 2011, there were 3663 stores in the United States and nearly 1130 outlets.

In 2012, under the condition of high inventory, the apparel of American state continued to expand, with 5220 stores and 3914 stores.

This year, ME&CITY, a flagship store in Huaihailu Road, Shanghai, was closed. The flagship store, which has more than 2000 square meters, launched a "Pandora magic box", which is unmarketable.

In the year, the inventory of American barrack apparel reached 36 million 207 thousand and 888, and by 2015, the number of stocks had climbed to 37 million 610 thousand and 56.

In addition, the clothing production cycle of Smith Barney clothing is 60 to 80 days, and tends to mass production to meet the quantity requirements of franchisees.

But due to the slow supply chain, mass production of explosive money has become a stock in the hands of franchisees.

At the beginning of 2012, Zhou Chengjian criticized his subordinates for "three eggs and none", namely "asshole, bastard and nonsense, and omission".

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Profit is positively related to Jay Chou's popularity.

In 2003, Jay Chou became the spokesman for Metersbonwe until today.

Since its listing in 2008, the advertising cost of Smith bond has risen from 88 million yuan in 2008 to 139 million yuan in 2010, and has dropped slightly in 2011, reaching 106 million yuan.

Correspondingly, the net profit of American Apparel rose from 590 million yuan in 2008 to 1 billion 206 million yuan in 2011.

In 2011, the advertising fee of $1 could bring us $11.4 net profit.

Interestingly, for Jay Chou, the 8 year from 2003 to 2011 was also his golden age.

After 2011, Jay Chou's focus shifted away from the singing world, and the exposure decreased, and the brand effect also went down.

In the next five years, the net profit of Smith Barney fell from 1 billion 206 million 7 thousand and 400 yuan in 2011 to -43192.15 million in 2015.

The advertising investment of Mei Bang dress has been fluctuating since 2011, and the advertising cost in 2015 was 117 million yuan.

ZARA is more inclined to the strategy of designers, photographers and model brand spokesmen. The American Apparel is more dependent on the star effect, which is actually the difference between fashion and popularity.

The profitability of the United States has gone from bad to worse.

In 2011, the net profit of the United States was 1 billion 206 million yuan, and then it fell all the way to 2014, with a net profit of only 145 million 640 thousand yuan.

In 2015, there was a loss of 431 million 920 thousand yuan.

In addition, in 2015, the net cash flow of the US bond operation was -1.85 billion yuan.

Both cash flow and net profit are negative, which indicates that the profitability of American state garments is worrying.

3 years of pformation, 1500 stores disappear

The United States began to pform the Internet.

In 2014 and 2015, the investment of US bond in product R & D was 49 million 717 thousand and 700 yuan and 86 million 967 thousand and 400 yuan respectively, accounting for 0.75% and 1.38% of the same period operating income respectively.

In contrast, in 2015, the R & D expenditure for mobile APP developed by the platform reached 115 million yuan.

In April 2015, the American state clothing issued a "fan" APP, which said to the media, "the future, the American state wants to use fewer stores to win more profit space in the Internet age."

At present, "fan" has been named "wonderful flower" for three consecutive seasons, which explains 2015 yuan's advertising investment in the 2015 fiscal year.

According to the AdMaster SEI evaluation system, "fan" awareness increased by 6 times.

Slightly embarrassing is that in 2015, the average price of the United States clothing invested 1 yuan advertising fee, net profit loss of 3.7 yuan.

In July 2015, the US bond program was issued in private, and the price per share was no less than 5.94 yuan in November. The total amount of the planned fund-raising is not more than 4 billion 200 million yuan, which is used for the "intelligent manufacturing" industrial supply chain platform, the construction of O2O multi brand sales platform and the Internet big data cloud platform center.

From December 22, 2015 to December 28th, the controlling shareholder's investment in Chinese clothing purchased a total of 4 million 490 thousand shares through the Shenzhen stock exchange trading system. The turnover was 30 million 90 thousand yuan, and the average paction price was 6.71 yuan / share.

Zhou Chengjian actually owns 70% stake in Chinese clothing and is the real leader.

The industry believes that Zhou Chengjian has abandoned learning ZARA and turned to the O2O mode of UNIQLO.

However, the online pactions and activities of UNIQLO are accompanied by more stores on the line, which is exactly the opposite of Zhou's statement.

The clothes in UNIQLO APP are in line with the price of the same line. Even if they sell, they will divide the styles on line and offline. At the same time, coupons in APP can only be used in the offline stores.

It can be seen that UNIQLO APP aims to guide more consumers to offline through online promotional activities.

The result is the rapid expansion of UNIQLO stores in Greater China.

When it was listed in 2008, UNIQLO had only 13 stores in China, and as of August 2015, the number of stores in UNIQLO in China has reached 387.

UNIQLO plans to open 100 new stores in China every year.

Taking a look at the performance of the United States in the past three years, Zhou Chengjian is undoubtedly trying to do the opposite.

Judging from the announcement of the US bond, the number of stores, including direct stores and franchisees, has dropped from 5220 in 2012 to 3700 in 2015.

Over the past three years, more than 1500 stores have disappeared.