Mislead Founder Of Misleading Clothing Pformation Reflects "Too Much Emphasis On Internet"

According to the world clothing shoes and hats net, recently, domestic

brand

The performance forecast issued by costumes said that the company expects its net profit margin attributable to shareholders of Listed Companies in 2017 to -3.62 billion to -2.07 billion, which means the old brand in this pformation road.

Garment enterprises, the huge deficit situation has been basically determined.

The latest three quarterly report also shows that the company achieved operating income of 1 billion 546 million yuan in the third quarter, a decrease of 5.49% compared with the same period last year, while operating income in the first three quarters was 4 billion 443 million yuan, down 5.69% compared to the same period last year. Net profit loss attributable to shareholders of listed companies was 124 million yuan, up 19.34% over the same period last year.

According to research and analysis, it is worth pointing out that the US dollar deficit gap has narrowed in the three quarter of this year only from the level of net profit. But it also needs to note that the narrowing of the deficit gap is not due to the increase in the main business revenue, but mainly because of the reduction in the cost of management.

The performance has been greatly reduced by nearly 100 billion battalions.

In July this year, Zhou Chengjian, founder of the American bond fashion, once again appeared in public view. At that time, he admitted that it was the worst time in the United States. "It should not be worse."

Also said, "we decided to gradually correct ourselves from impulse, confusion and dislocation, and wake ourselves up."

The frank attitude of the "senior citizen" and the former leader of the clothing industry has aroused a lot of topics in the industry.

Now, how long will it take to return to the "ordinary road" and how to go out of the mire will become a topic of great concern to all of us.

People familiar with the history of China's clothing industry over the past ten years have known that the United States has once been brilliant for the past two years. In 2008, it landed on the small and medium sized boards and went through the market Dongfeng high market. In the two years of 2009 and 2010, the stock price rose all the way, and then the group's chairman and founder Zhou Chengjian also became the richest Chinese clothing industry by 17 billion yuan.

At that time, fast fashion brands like ZARA and H&M had not yet taken a firm foothold in the Chinese market. Because of its popularity in the marketing of Jay Chou, "watching meteor shower" and other popular entertainment figures and topics, it was very close to young people's interest and became one of the most popular brands in the post-1980s generation.

The peak of US bond performance was in 2011, when it gained 9 billion 900 million operating income and 1 billion 200 million net profit in the year, but the data continued to go down in the following years. By 2016, only 6 billion 500 million of the US revenue was only around 2/3 in 2011.

In terms of net profit, in 2016, Smith Barney once turned a profit, but most of the analysts believed that this was the way the company avoided the fate of ST by "financial skills", because the key to this profit was the sale of Shanghai's MITEX Bang Wei Business Development Co., Ltd. in the fourth quarter of 2016.

The disposal of assets will bring more than 500 million of net profit to American Apparel.

The founder of pformation dislocation reflects "too much emphasis on the Internet".

In fact, if we look at revenue alone, as early as 2010, the sales of Smith Barney's products had already begun to fall into a downward cycle.

According to people familiar with the matter, at that time, the US federal leadership thought that the problem was mainly due to the fact that Internet pformation was not enough and did not get close to consumers. Therefore, at the end of 2010, the United States led the shoe and clothing brand enterprises at that time.

This was quite advanced 7 years ago, but unfortunately, the high profile of Bong bought the net, but it ended in a cloud.

Because of the immature technology of resource allocation, logistics distribution and online marketing, the profit of BPO itself is hard to protect, and it disappeared after a year.

In 2013, Smith Barney launched the O2O strategy, the life experience shop.

Each shop has leisure facilities such as a gallery, coffee bar, etc., and provides free WiFi to facilitate customers to rest.

Although the United States has spent a lot of time in experiential shops, it still can not catch the hearts of consumers. In the past two years, these experiential shops still have few visitors.

In 2015, in the Internet pformation, the United States and the United States repeatedly defeated the United States announced the launch of "fan APP", but not hesitate to spend a lot of money before and after the two quarter of the title variety show "wonderful flower", which made the audience eyeball, but the fact is that feedback to the "fan APP" traffic is very small.

After the title "wonderful flower theory", it was reported that "fan APP" downloaded by the whole network was only about 1 million.

According to the analysis of the industry, "wonderful flower" as entertainment shows, it does not match the property of fan fashion, and the audience coincidence degree is not high.

The fact also proves that the industry's judgement is right: in August 30, 2017, the on-line application in April 2015 seems to have come to an end, and the United States has not been able to rely on "APP".

This decision may be a step that Zhou Chengjian, the founder of the American state, has deliberately announced to "wake up and return to the main business".

Previously, he had told reporters that "too much emphasis on the Internet" may be an important reason for the US state's current predicament.

"Some exploration, looking back now, may still be beyond the scope of being an excellent brand operator, and it also brings some pressure to the company.

In the past, the United States and costumes always considered themselves the best, complacent, only thinking with their inherent logic, and now learn to look at it with open eyes.

In July, the United States "brand upgrade conference", Zhou Chengjian ridicule himself now only dare to "set a small goal."

Now, he hopes that the United States can become a "more interesting UNIQLO" on the basis of its cost performance.

By digging 20% of the basic funds, we integrate and optimize the supply chain, make products that are cost-effective like UNIQLO, and the remaining 80% provide richness and interestingness.

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Break up again

It will take time to resolve the crisis.

According to the relevant information sent to reporters by the US state, the "brand upgrading strategy" presented by the US in July is actually a brand "split and restructure" strategy.

Today, Metersbonwe's main brand has changed from a single leisure style to five styles, namely, leisure wind NEWear, trend fan HYSTYL, urban light business N vachic, street fun MTEE and Sen ASELF, and invited Guan Xiaotong, Ren Jialun and other five youth idols as spokesmen.

At the same time, the image of the new store in the United States has also changed. Through the cross combination of five styles, the United States will launch a variety of forms such as the collection shop, the single style shop, and will take the shopping center as the main force channel.

"This work has been tried since the beginning of last year. So far, we have opened hundreds of stores and style shops in many cities across the country.

Therefore, we will accelerate the promotion to the whole country. "

Zhou Chengjian, founder of the American bond clothing, said that the fashionable eyes of the different consumption era after 1990, after 95 and 00 were also very different, and formed a distinct circle division. The five main stores should delineate these consumers according to the circles.

However, recently, reporters visited Zhou Chengjian's first store in Xidan, Beijing, and found that the store closed shop in just two or three months after the layout of "five styles pformation".

Previously, the flagship store, located in Xidan, Beijing's bustling business circle, has been in operation for 8 years.

After a reporter's investigation, it was found that most of the stores in the US, including NEWear, HYSTYL, N vachic and so on, are located in the more remote commercial areas and some new shopping centers in Beijing.

After several rounds, the reporter came to the B1 layer of LIVE, Wukesong Huaxi, Beijing, and found a HYSTYL sub store which represents the "trend fan". It was found that even on the Saturday afternoon of this business district, there were few customers in this store.

A middle-aged lady who tried to wear trousers with her daughter complained to the shop assistants and reporters that the clothing of this shop was too small for students to wear.

Cheng Weixiong, the vice president of Mei Bang clothing company, who runs the "13 billion tailor" business clothing industry for the past two years, and general manager of Shanghai Liang Qi Brand Management Co., Ltd., analyzed that the core reason of the crisis is that "the main industry is not doing well, the cross-border industry is too big, and the strength of the wild heart is not matched with the strength".

"To do well in the main business is the beginning of all domestic brands to return."

Cheng Weixiong believes that the pformation strategy of "restructured brand" and "focusing on the main industry" which are now offered by the United States are no problem in the general direction.

But all the shoe and clothing brands including the United States and the United States need to have a clear understanding of the fact that the so-called "change" is not only a matter of issuing a few slogans, but a real realization of the PC end, the mobile end, the end of the entity end docking, and truly realize the retail experience mode of the whole channel.

"Enterprises, brands, products and markets need to be nurtured. They also have peaks, valleys and lifecycle. They can never be on the top forever.

The United States is now trying to introduce products and services that cater to consumers' preferences in all circles. Once these attempts are successful, they need the support of the whole industry shoe and clothing enterprises and brands.

In the long run, rebuilding the reputation of domestic fashion apparel brands is the key to all Chinese shoe and clothing brands to resolve the crisis and win the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.