Anxiety Transformed Into Fashion Tycoon: America, Boston And Plight

Anxiety transformation is almost complete. clothing Tycoon's heart disease. The two most representative clothing brands in China Smith Barney and Bosideng Almost in the same predicament. The United States has tried four times of less successful transformation from a garment industry pioneer to a "martyr". Bosideng's performance fell year after year, and its share price shrank seriously. The tragic drama of the transformation of the old fashion enterprises continued.

　　 Almost touch the bottom

The downturn in fashion industry, the impact of e-commerce, and the "no distance" purchase of foreign clothing brands have made the old fashion brands besieged everywhere. Dagong international credit rating recently released the US bond tracking rating company's credit rating to maintain AA, and the rating outlook has stabilized from negative to negative.

Dagong international credit rating believes that the competition in China's casual wear industry is fierce, and the competition pressure of domestic and foreign brands will continue to increase. Traditional clothing retailers will continue to be affected by changes in the electricity supplier and retail channel. Last year, by shutting down shops and increasing discount, the business revenue and gross profit continued to decline. Meanwhile, by the higher cost of the superimposed period, the total profit of the US state company suffered losses. In addition, the US stock is still relatively high in current assets and low in turnover efficiency.

From 2013 to March 2016, the US business revenue has shrunk from 7 billion 890 million yuan to 1 billion 922 million yuan. At the end of 2015, the United States inventory was 1 billion 875 million yuan, up 30.59% over the same period last year. The US stocks account for a relatively high proportion of current assets, and there is always a risk of asset impairment.

Boston, another clothing giant, is also gloomy. By the end of 3 2016, the total number of Bosideng down clothing retail outlets decreased from 1328 to 5271. Among them, the number of self operated retail outlets was reduced by 833, and the retail outlets of third party distributors were reduced by 495. In terms of non feather down business, Bosideng men's clothing, Jesse and Mogao respectively reduced by 175, 8 and 61 respectively. The two part of the total business decreased by 1572 stores.

Hard water test

It is not easy for a big ship to turn around, and despite its courage to try it, the transformation of Smith Barney is more like dancing on the tip of a knife. After the fast fashion brand entered China, the United States opened its first transformation, adjusting the supply chain with ZARA and H&M, but the life cycle is still behind the fast fashion, which also leads to high inventory. After a series of attacks, the United States has not yet returned to the United States and encountered the surge of electric business. At that time, all the objects went through the streets and streets, and the United States also pioneered the business platform. Unfortunately, the State Grid did not realize the original intention of the US power supplier. Two years later, the United States bought back the state purchase network, but the O2O attempt to integrate with the entity store failed.

In the transformation, the United States has introduced many brands, but it has not created the influence of the US brand. In the past two years, the United States has plunge into the wave of mobile terminal shopping, but the newly launched App has only about 200000 downloads as of last October.

Compared with the US state, Bosideng's transformation rationality is many, although has not completely come out from the low performance, but has already improved. Bosideng reorganized the brand development strategy. Boston's chief financial officer, Mai Yun Quan, said that the brand of KangBo would be suspended and the remaining sub cards will continue to develop. Bosideng brand is still the key development brand of group down garment business. Icy is mainly selling online, focusing on young consumers, and snowy in the field of outdoor. In terms of non feather down business, Bosideng will focus on women's clothing, and the focus of future brand acquisition will also be considered from women's clothing.

According to the financial report, the sales volume of Bosideng, Xue Zhong Fei, Bing Jie, Kang Bo and other brands were 3 billion 316 million yuan, 447 million yuan, 5 million 200 thousand yuan, 830 thousand yuan and 218 thousand yuan respectively, accounting for 83.4%, 11.2%, 1.3%, 2.1% and 0.6% respectively. The income of OEM management business was 984 million yuan, down 18.1%. There are 12 main customers in Bosideng OEM processing business, which are well-known brands in the United States. Non feather down business fell 18.3% to 826 million yuan, Bosteng men's sales fell 32.5% to 186 million yuan, Jesse increased by 4% to 333 million yuan, Mogao fell 25.7% to 11 million 700 thousand yuan.

Industry predicament

The confusion of the transformation of domestic apparel giants also reflects the survival of the garment industry. According to the assessment agency, the garment industry will still face the environment of declining consumer growth in the next 1-2 years, and the multidimensional competition from international brands, network platforms and new consumption channels will still exist and the competition pressure will continue to increase.

Compared with domestic brands, international brands have more brand appeal, quick response ability, global resource integration ability and more mature fast fashion brand culture. The domestic market share of international enterprises has increased year by year, which has a great impact on the domestic clothing brands, especially for the garment enterprises in the second tier cities. With the continuous expansion of international brands to the domestic garment market and the sinking to the three or four tier cities, the competition pressure of garment enterprises will continue to increase. At present, the market structure of China's garment industry is scattered. As of the end of 3, there are 1.6 enterprises in the domestic textile and garment industry, but the market share of the top ten brands in the industry is less than 10%, the market concentration degree is low, the market share is concentrated on the dominant brands, but the vast majority of the market is still occupied by products with low brand value or no brand added value, and the leading enterprises with absolute superiority have not yet formed.