Good News Bird: "Private Custom" Carelessly Changed "Standardized Customization" For The First Time, What Is The Loss Of Nearly 100 Million?

Recently, the bird announced that it would return to the main garment industry in July 2015 and develop C2B based on Internet technology.

Industrial chain.

But in the first year of pformation, the net profit of the birds in the first half of 2016 was nearly 100 million yuan, the first loss since the establishment of the bird.

The industry believes that many garment enterprises get together with the Internet and develop online and offline linkage.

Service, but there is no obvious difference between them.

Seemingly high-end "private customization" will eventually become "standardized customization".

First loss of nearly 100 million performance

Domestic high-end

The semi annual report released by the brand news bird showed the company's first loss since its establishment.

Among them, the net profit of listed companies dropped by 97 million yuan, down 229.6% from the same period last year.

In addition to net profit decline, the company's revenue fell 7.9%, down to 925 million yuan.

At the same time, the net profit dropped by 138 million yuan, down 366.3% from the same period last year.

The gross profit margin of the main business is 53.64%, which is 5.15% lower than that of the same period last year.

Access to financial reports found that in the first half of the financial year, only the HAZZYS brand gross profit margin of the news birds was slightly improved, including the main brands, and the rest of the brands went downhill, which was the main reason for the decline in gross margin.

In response, the report said that the macroeconomic downturn, consumer insights, consumer attitudes and the impact of the Internet economy and other adverse effects, resulting in a huge pressure on the company's retail terminal, revenue decline.

It is understood that despite the first loss of net profit, the decline in performance has occurred since 2013.

In 2013, the net profit of the company returned to the parent company was 160 million yuan, down 66.35% from the same period last year. The net profit of the parent company in 2014 dropped to 134 million yuan, down 16.6% from the same period last year. In 2015, the net profit of its parent company also dropped to 108 million yuan, down 19.55% compared to the same period last year.

Closing nearly 100 stores in half a year

In addition to the bad external environment such as the bad environment of clothing retailing industry and the increasingly fierce competition of the electricity supplier, the continued weakness of the terminal retail is also related to the poor internal multi brand operation.

The latest report shows that the number of birds in the first half of the year was 1232, compared with 88 at the beginning of the year.

In addition to the number of stores under the mother brand, the number of outlets decreased by 3.5% to 763, compared with 28 in the previous year, and the income was 425 million yuan, down 20.97% from the same period last year. The flanges of the lower brands were 66, compared with 25 stores in the previous year, the number decreased by 27.5%, the income decreased by 9.36%, and the number of St. Jones stores was 74, which was more than that of the previous year.

By calculating the Beijing Commercial Daily reporter, we found that 1 main brands and 4 sub brands of the news bird company closed 112 stores in half a year.

In this regard, the industry analysts believe that although the electricity supplier is not a new topic, but the traditional clothing brand retail mode is still relatively backward, it is difficult to adapt to the pace of the current O2O era.

Some large apparel retailers have hundreds or even thousands of physical stores throughout the country. This mode has brought huge profits to the companies in the past few years, but it has become the burden of enterprises in the era of e-commerce.

This directly led enterprises to choose shops with poor profitability, so as to relieve the pressure on the shops.

Diversification strategy fears falling

In early 2015, the plight of brand management catalyzed a diversified pformation of wedding birds.

The company adds all kinds of private custom businesses, and actively develops the Internet banking sideline, aiming to promote brand efficiency through intelligent pformation.

According to public information, the company plans to develop 1000 smart tailoring business platforms and 1000 wedding custom cooperation projects in three years. At the same time, it will connect 1000 global private custom shops through the Shanghai bird bird factory to achieve a diversified O2O C2B business model.

In response, Wu Zhize, founder and chairman of the wedding bird, has publicly told the media that the company is optimistic about its customized business. It is estimated that business sales will account for 50% of the production scale in 2018.

However, it is understood that as of the first half of 2016, the private bird business of the wedding bird has been improved, but its income has increased from only 15%-16% in 2015 to 20%.

Ma Gang, an independent critic of the footwear industry, thinks that its clothing customization business is more targeted at the group buying market, while its retail customization is relatively small.

There are many changes in the reporting time of birds and birds. The ingredients of "fried concept" are greater than those of pragmatism.

Garment customization business not only has obvious weakness in the long production cycle, but also belongs to the niche market.