Why Do The American State Clothes That Do Not Take The Unusual Road Become More And More Biased?

According to the world clothing and shoe net, since 2002, a large number of enterprises have been developing rapidly, relying on demographic and market dividends.

In the industry, the company took the lead in adopting the strategy of large stores, and at the same time, it matched the star effect of Jay Chou, who became the most famous clothing brand in the north and south.

The double line strategy of directly opening a large store and joining the company has brought the demonstration effect to China.

The brand gathered a large number of popularity, and laid a milestone in enhancing the brand image.

At the peak of Metersbonwe in 2008, the coverage rate of 33% of the 100% and second tier cities in 66% and three tier cities was beyond the reach of many brands.

The brand LOGO and stores and billboards, which are very "international", can be seen everywhere. In the eyes of students who are not out of the campus, Mei Bang is still a "decent" brand.

At this time, Zhou Chengjian, the American dress and its founder, probably did not think that the next few years were "downhill".

In the process of Internet development, the field of clothing is an industry that has been greatly impacted by the Internet. Declining performance, loss of profits and self help of stores seem to be the label of the industry.

At this time, the United States and the United States also face many problems. Although the survival continues, the "quality of life" has fallen to the bottom.

The United States is at its peak, and its attention to foreign brands is not enough. The competition among the original brands of the United States, Semir and JEANSWEST is increasing.

The advantages of product and marketing disappear instantly.

The domestic garment industry suddenly became nervous.

In the past few years, the domestic clothing brands had been greatly expanded and suffered from external attacks.

At the same time, there is a more ferocious pressure from the Internet.

Smith's clothing is partial to leisure, and he faces international competitors such as H&M and UNIQLO. These brands are very threatening to the United States.

At the same time, the electricity industry of garment industry is the most thorough, and the impact on American Apparel is not a single star.

In 2012, the first performance of "Waterloo" appeared after the debut of the American Apparel market. It formally went into decline. In 2015, the net profit of the United States was 432 million yuan, becoming the most dismal year after the listing.

Although the 2016 financial report shows that it has turned into a deficit.

However, what played a key role in this profit was the sale of Shanghai's Metersbonwe Enterprise Development Co., Ltd., in the fourth quarter of last year.

The disposal of assets will bring more than 500 million of the profits to the United States, and save the United States from the foreseeable losses.

However, in the first quarter of this year, the revenue and net profit of American Apparel declined again. The company achieved 1 billion 674 million yuan in the first quarter, down 12.89% from the same period last year, and net profit was 28 million 935 thousand yuan, down 43.68% from the same period last year.

Meanwhile, American Apparel expects net profit of 60 million yuan in the first half of this year.

According to Metersbonwe's announcement of the main body and related debt, at the end of 2016, the total liability of American bond was as high as 3 billion 45 million yuan, of which the short-term interest bearing debt was 970 million yuan. As at the end of 3 in 2017, the United States bond apparel asset liability ratio was as high as 43.94%.

In terms of stores, there were nearly 5000 stores in 2013, and by the end of 2016, there were more than 3900 outlets and franchises.

At the same time, the pressure of American barrack clothing is still heavy.

The annual report shows that in the first half of 2016, the loss of US bond apparel inventory fell to 118 million yuan, an increase of about 68% compared with the same period last year, and the turnover days of inventory also rose from 149 days in the same period last year to 185.26 days in the first half of 2016.

For a "national brand" with boundless scenery, this achievement is still a bit "miserable".

Once the United States has caught the opportunity to become a Chinese clothing giant, with a "no ordinary way" infected several generations, known as "Whampoa Military Academy of China's clothing industry."

But now it is carrying three big mountains: the net profit keeps declining, the stock pressure is heavy, and the Internet pformation fails.

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When consumers' shopping patterns have changed dramatically, fewer and fewer customers have gone shopping in physical stores. Online retailers have squeezed profits from traditional physical stores and completely overturned the long-term business model of the industry.

As a brand with more than 20 years of clothing experience, Mei Bang dress is still a traditional clothing enterprise actively exploring pformation. As early as 2010, it embarked on the road of Internet pformation.

Compared with other similar clothing brands, Smith Barney apparel can be regarded as the "pioneer" of the industry, but the pformation effect is not ideal.

At the end of 2010, the United States launched the "state shopping" electronic business platform, through which consumers can sweep the code of consumption in the physical store, online and offline interchanges. Unfortunately, less than a year did not come down, and voted 60 million.

In 2012, it continued to follow the trend, launched the O2O strategy, and opened more than 1000 direct line experience stores under the same line.

In 2015, it launched the "fan" APP, and spent a lot of money in sponsoring the wonderful work.

But in the two quarter, "1 billion hits" did not bring the expected results of the "fan" APP.

And in the summer of 2016, let star Li Yifeng endorse, but from the market reaction, the result is not ideal.

In addition, the high-end clothing brand ME&CITY, which is heavily built by Smith Barney, is also too vague because of its brand positioning. It is too radical to open a store. It soon put the new brand in a difficult position.

In 2012, Smith Barney closed the 2000 square meter store in Huaihailu Road, Shanghai, and ME&CITY left the Beijing Wangfujing in 2014.

It can be said that from the state shopping, to O2O, and then to the "fan" launch, Smith Barney's thinking is ahead, but from the perspective of market reaction, it is not clear that it is a little confused about what it wants to do.

Speaking at the China Business Leaders Forum last year, Zhou Chengjian, founder of the American bond company, said, "I feel that I have misplaced myself in the past ten years and let myself go off the rails". Instead of concentrative attention on this industry and profession, I really used a craftsman spirit to make a tailor, so I was abandoned by the market.

In the Internet era, many traditional enterprises make a mistake. They regard the Internet as a mission, spend a lot of money to buy traffic, but those traffic can not stay. Finally, the money is burned out, and the user is gone.

Now, after 95, we have a new understanding of fashion recognition. Brand recognition is based on product price, popularity, comfort and the taste of consumers.

American Apparel still stays in the "spokesperson" sales volume, brand awareness is the concept of awareness, for the product's fashion sense and flu flu has no corresponding grasp, and the core consumer group after 95 generation gap is still growing, resulting in the attractiveness of Metersbonwe for young people is getting smaller and smaller.

From 2003 to 2011, it was Jay Chou's golden development period. The revenue of Smith Barney continued to rise year by year. By 2011, Jay Chou's focus shifted and the exposure dropped.

Whether or not Jay Chou has affected the American Apparel, with ZARA, H&M and other international fast fashion increasing the strength of development in China, as well as the continuous competition of domestic competitors, all of these have reduced the growth space of meatt clothing.

At present, the United States has led countless 80, 90 after not to take the unusual path of the United States and costumes, has reached a life and death stage.

In recent years, no matter whether the layout of the Internet or the entity shop has been made, the United States has basically failed to find a way to revive the dead.

With the continued downturn of its performance, the United States and the United States combine the urban characteristics with the upgrading of the shops, and have launched a number of experiential shops in the country.

Carry out the strategy of "one city, one culture, one store, one story".

The idea of American bond makes this ideal blueprint look beautiful, but in practice, it really becomes "ideal".

In the absence of deep excavation of urban culture, the "one shop one story" has become a mere formality. It has not worked well.

Whether it is Chengdu, Hangzhou, or the upgraded Chongqing experience shop, there are only a few spectators, and the expectations are quite different from the real ones.

Secondly, in the layout of the Internet and electricity providers, neither the state purchase network, "fan" App or "wonderful flower" has not been thoroughly explored, nor has it been featured.

In the process of pformation of American Apparel to the Internet, we despised the development of goods and put the cart before the horse.

In the future, American Apparel should return to the essence of retailing, focus on customers and products, and focus on customers.

The development of better products to meet the needs of customers is the real development direction and the only way out for American Apparel. Without such a sense of "customer centralization" and the implementation of strategy, it will become unattainable for the brilliance of the United States.

In short, in the era of "user is king", users have the right to choose. They can kill or kill an enterprise by moving their fingers. They can easily change from one platform or product to another.

If the enterprise stays in "what I think users need", rather than what Internet companies are practicing, "what users need and what I provide" will be eliminated by the market.

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