Men'S Clothing Brand Has Yet To Find An Effective Way To Save Themselves In The Chinese Market.

In the first half of this year, agents JEEP, SBPRC, etc.

The total revenue and profit of the brand apparel group of China both declined in double figures, and the net profit fell by 44.3%.

The group said it will implement multi-channel strategy in the second half of the year, focusing on outlets and e-commerce channels.

Data show that the group's revenue fell from 12.7% yuan in the same period last year to 460 million yuan, while profits dropped 44.3% to 53 million 300 thousand yuan in 527 million.

Among them, the revenue from self retailing fell by 8% to 343 million 200 thousand yuan, accounting for 74.6% of the company's total revenue.

The company said that the decrease in revenue was mainly due to the continuous decrease in the number of customers in mainstream department stores in a second tier city where most retail outlets were located, resulting in a 13.2% drop in same store sales.

retail

The continued weakness and the strong impact of the electricity supplier have seriously affected the group's third party retailer business.

Data show that compared with the same period last year, the group's third party retailers fell by nearly 30% to 89 million 700 thousand yuan in the first half of this year.

The company believes that the retail market is in a weak position in northern China and under its banner.

Most of the third party retailers in the three or four tier cities are particularly serious, resulting in third party retailers becoming more conservative. E-commerce has more choices for consumers in China's three or four tier cities, and is attacking traditional fashion retailers.

In addition, the reduction in the number of retail outlets also has an important impact on performance.

In the first half of the year, the number of outlets including self-employed and third party retailers decreased from 1174 to 1111, a total reduction of 63.

The reporter noted that only the first half of this year, only oter's discount stores and e-commerce has become a growing channel for sales.

Revenue from outlets has increased by 7.6%, and revenue from e-commerce business has gained 12.6% double-digit growth.

Compared with the same period last year, the proportion of electricity supplier's channel revenue to total revenue has also increased, from 4.5% to 5.9%.

"Consumers are more interested in fast fashion brands, casual and fashion oriented clothing, and the probability of wearing DINK is decreasing, and the repeat buying rate is decreasing.

JEEP's consumer groups are also shunted by other emerging leisure brands.

Lai told reporters that the brand is not enough for the change of the fashion trend of consumers. Strengthening the designer's design and reducing the product cycle is a priority for enterprises.

The group said its brands will enhance interaction with consumers and enhance their popularity in the second half of this year.

For the first half of the year's good performance of OLE and e-commerce channels, the group will expand the number of shops in OLE, increase the brand collection shop, and regard the electricity supplier as the focus of sales.

However, Lai Yang, Secretary General of the Beijing Institute of business economics, said that the attraction of OLE to consumers continued to increase. The practice of China apparel holdings to improve business channels will improve sales in the short term, but has yet to find the root cause of the decline in performance.

"Consumption characteristics change, and the attractiveness of JEEP and other brands and products to consumers continues to weaken."

According to Lai Yang, the innovation of products such as JEEP and Lun Dun under Chinese apparel holdings is not enough.