Is The US And The Internet Just "Deep Love"?

When

Welcome the new richest man, little horse elder brother.

Constantly innovating high and Semir clothing harvest history best performance, once in the clothing industry call for rain.

But there are crises again and again.

According to the world clothing shoes and hat net, in February 27th, the United States and costumes released the 2017 annual performance bulletin. During the reporting period, the United States apparel business income 64.73 billion yuan, a decrease of 0.71% compared with the same period last year; net profit loss of 306 million yuan, down 945.81% compared with the same period last year.

This is the third year loss of the apparel business of the American group.

Perhaps even more frustrating for the management of Mei Bang's clothing industry, its attempts to innovate repeatedly in the Internet have failed.

Whether it was the early "state purchase network" or the "promotion" that was vigorously promoted, it finally ended up.

Apart from the failure of performance and the failure of pformation, Zhou Chengjian, the founder of the United States as a listed family business, has absolutely control over the company's control, discourse and decision-making power. It may be the underlying reason why the United States has frequent problems of clothing and is hard to get the favor of Internet Co that is open, equal, cooperative and sharing.

Scattered financial reports haze

Metersbonwe, which does not take the unusual road, has left a deep mark on every 80 and 90's memories. It also experienced a period of wind and rain in the garment industry of the Chinese mainland.

In 2008, when the US border clothing was just listed, it had experienced a glorious moment when the stock market went up 51%, and the stock price once reached the historical height of 39.57 yuan.

At the same time, the performance of the American state dress also went high, reaching the peak in 2011, realizing 9 billion 945 million yuan in revenue and 1 billion 206 million yuan for the net profit of the shareholders belonging to the listed company.

After that, the net profit of the U. S. - state clothing fell the same way.

According to its earnings report, from 2012 to 2015, the companies were -29.55%, -52.27%, -64.08% and -396.57% respectively.

In 2016, Smith Barney turned into a profit, and net profit rose to 108.37% year-on-year.

However, what played a key role in the profit of the year was the fourth quarter Shanghai Metersbonwe Development Co., Ltd., which sold the subsidiary, which brought more than 500 million of the profits to the United States.

Therefore, in 2016, the net profit of shareholders of the parent company after the US button was still negative.

As a result, the main industry did not get real improvement. In 2017, the performance of Smith Barney clothing continued to decline significantly. The net profit reached a huge loss of 306 million yuan, a decline of 945.81% over the same period.

In addition, the serious inventory problem of Smith Barney clothing is also gradually exposed.

In 2012, the number of stores in the United States was 5220.

This can be said to be the peak of American Apparel.

Since then, the number of stores in the United States and the United States has reached 800, and by the end of 2015, the number of stores has dropped to 3700 in 2014.

Perhaps because of the recognition of the "new retail" concept, although the performance continues to decline, the United States has chosen to reopen its offline expansion plan.

At the end of 2016, there were more than 3900 Direct stores and franchised stores in the United States.

In 2017, the opening plan of Mei Bang dress was intensified.

The 10 stores opened on the same day in November 2017, opening a small upsurge in store expansion.

In December 23, 2017, the United States and the United States dress is opened with 100 stores, once again refreshed the speed of the industry opening.

Zhou Chengjian, chairman of the US group, said that the pformation of the shopping center channel is an unwavering strategy after the upgrade, and the channel will continue to be optimized in the future.

It is worth mentioning that the "selected" Hai Lan's home now has more than 5600 stores.

In addition, some analysts pointed out that the crazy layout of American Apparel in 2017 is actually one of the reasons leading to the loss of the company's performance. The layout under the line is slow, and it may be difficult to resume performance in a short time.

Although Smith Barney said that the company's performance losses were not related to its recent opening up shop, according to media survey, Zhou Chengjian had appeared in Wujiaochang Wanda Plaza store in Shanghai. It was rather cold and cheerless. Even the number of shopping guides was more than that of consumers.

At the same time, the price of Smith Barney apparel is also dropping along with its performance.

As of March 2nd, the price of US bond clothing was only 2.88 yuan / share, and its total market value also slipped from the highest 38 billion 940 million yuan to the current 7 billion 236 million yuan.

Repeated attempts to fail online pformation

As a leader of traditional clothing industry, the United States has not tried to pform the American Apparel. In fact, the United States can be said to be one of the earliest clothing enterprises.

As early as 2009, the United States and the United States has launched the clothing business platform "state purchase network", and launched the first shop in the sweep code consumption, a shop shortage, the national search for goods, online shopping line replacement and many other functions, formed a traditional online shopping features, with a certain O2O test water application scenarios.

In 2013, the United States and the United States launched a number of experience shops in the country, while providing a variety of O2O services in the store.

But unfortunately, these attempts failed to effectively change the state of American Apparel.

According to media reports, the popularity of its experience shop in Chongqing is still worrying, and the desired results are achieved.

In 2014, Smith Barney first spent 50 million of its name on "wonderful flower". After launching the "fan" APP in April 2015, it promoted the popularization of "wonderful flower" from "America" to "fan" APP.

According to the original concept, the online sales platform refers to the millennial generation, hoping to help the United States to convert hundreds of millions of passengers and 10 million members into 4000 platform users.

However, Zhou Chengjian's son Zhou Bangwei deeply participated in the information technology R & D investment, up to 70 million 340 thousand yuan, "fan" finally disappointing.

Data show that although the recognition of "fan" APP is up to 6 times, according to the media report in March 2016, "fan" APP downloaded at that time only about 370 thousand.

At the same time, in order to promote the "norm", the United States has paid a high operating cost. In the 2015 fiscal year, the advertising investment of American state clothing was about 117 million yuan.

Perhaps due to various attempts failed to achieve the expected goal, in the second half of 2015, the United States would have planned to raise 9 billion yuan of funds for the Internet big data and O2O construction, and adjusted it to 4 billion 200 million yuan.

Finally, the "fan" APP ceased its operation in August 2017.

As a result, the dynamic pformation of the United States and costumes was also a failure.

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Cheng Yi, Xiao He, Xiao He, too.

For US bond clothing, whether it is a large open shop or a pformation to test the Internet, all of these are behind its founder, Zhou Chengjian.

The self-made Zheshang businessman can always say that he has always mastered the American state's clothing, and it can be seen from the ownership structure of the listed company.

According to the prospectus of Mei Bang dress, before its initial public offering, its controlling shareholder is Shanghai Huafu Investment Co., Ltd., holding 540 million shares of the company, accounting for 90% of the total shares of the company.

Among them, Zhou Chengjian directly owns the 70% stake of the issuer's controlling shareholder's Chinese clothing, and owns a 90% stake in Shanghai's Kee Ge, another shareholder of China clothing and investment.

The two shareholder of Mei Bang dress is Zhou Chengjian's daughter, Hu Jiajia, holding 60 million shares of the company's stock, holding a 10% stake, and holding 10% stake in Shanghai weiqi, a Chinese clothing investment partner.

After initial public offering of 70 million shares, the proportion of investment in Chinese clothing was diluted to 80.6%, while Hu Jiajia was diluted to 8.95%.

Zhou Jiancheng still occupies an absolute leading position in American Apparel.

Thanks to the shareholding structure, in August 2008, the United States and costumes were listed on the Shenzhen Stock Exchange, and Zhou Chengjian and his daughter made up more than 16 billion yuan and became the richest person in China's clothing industry.

In 2009 and 2010, Zhou Chengjian realized the "three consecutive champions" of the mainland's clothing industry's richest person.

Since 2012, investment in Chinese clothing has begun to decrease.

As of the three quarter of 2017, the proportion of investment in Chinese clothing dropped to 50.65%, and Zhou Chengjian remained the actual controller of American state clothing.

Hu Jiajia's shareholding ratio has fluctuated, but almost no less than 8.9%.

It can be said that the shareholding structure like Mei Bang dress is very rare in the family businesses that have been listed in China.

From this, we can say that Zhou Chengjian always held the highest discourse power of American state clothes, and he also described his early self as a "tyrant", which undoubtedly had a great impact on the management of American Apparel.

Insiders from the US state have revealed that Zhou Chengjian is usually "pointing at people's nose and making a big roar of the table. That's a common thing. His management mode is simply" no need for you to have any idea, only to help me implement it. "

Zhou Chengjian's grumpy temper has led to continued unrest in the US and upper states.

Before the listing of MP in 2008, the United States has encountered six large-scale personnel shocks, including 5 management departures in 1997, 19 managers leaving in 2002 and 2 vice presidents in 2004.

In 2008 and 2009, senior executives quit.

Cheng Weixiong, vice president of the US for 13 years, submitted a written resignation report in July 2012, and then quickly joined the "enemy" Bosideng of the US state.

Since then, in November 2016, Lin Haizhou and Liu Yi resigned as vice presidents for personal reasons.

So far, only 7 of the top executives who accepted the stock incentive in April 2010 were Zhou Chengjian, nephew, Zhou Wenwu and 1.

After the resignation of senior executives, perhaps in order to avoid the Xu Xiang case on the United States and costumes caused too many adverse effects, Zhou Cheng was built in November 2016, the United States and the state of clothing to the daughter of Hu Jiajia.

However, despite the completion of the nominally hand over, the fact is that it is still difficult to get rid of Zhou Chengjian.

After sending his resignation letter, Zhou Chengjian sent an open letter to the US state employees.

In an open letter, he made it clear that he would continue to serve as chairman of the Chinese clothing company.

At the same time, Zhou Chengjian said, "for many years, I have fulfilled not only the duties of the chairman, but also the duties of the boss.

As chairman, he is responsible for dealing with the specific affairs of the company. The chairman takes three years in office and assumes responsibility for doing the job well within his term of office, and the boss is a tenure system.

Zhou Chengjian, who is a "boss", still has an unshaken influence on the decision making of American state clothes.

In December 22, 2017, Zhou Chengjian appeared in Wanda Plaza, Wujiaochang, Shanghai, announcing that the next day, the United States will welcome hundreds of new stores to start business at the same time.

At that time, Zhou Chengjian had publicly stated that the plan for the opening of the new store in the whole country was inseparable from the role of the founder and the full-time responsible person. "If it's just my personal wish, this thing can't be done; but without my idea, no one dares to do it. This is a good combination."

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