American States: More Frustrate And More Brave To Walk The Ordinary Road And Still Love The Consumers

In April 18th, Smith Barney's clothing market speeded up and fell more than 2% in 5 minutes. As at 9:51, it reported 2.87 yuan, trading 4 million 784 thousand and 600 yuan, and turnover rate of 0.06%.

On the same day when the shareholders were questioned, 18 afternoon, the United States held 2018 Conference on the upgrading of all categories.

Zhou Chengjian, chairman of the group, said: "the United States must meet the needs of consumer upgrading and firmly believe that it can bring more value to the shopping center side and give consumers more choices of experience."

Will "experience" go on to the end?

The United States is brave, but also stubborn.

In the past few years, the United States has been a bit upset, but it has not been depressed and busy.

The United States seems to be a step ahead in the "consumer centered" approach. It wants to develop with the help of O2O. It also hopes that the physical store will experience sales promotion, although it is very "diligent", but it has little effect.

In December 2010, the United States Bon electric business platform purchased online line, the first to launch the store sweep code consumption, a store shortage, nationwide search for goods, online shopping line replacement and many other functions.

Zhou Chengjian wants to use O2O's power to solve the problem of slow supply chain and become faster than UNIQLO.

Brand.

One person

People say: "like O2O experiential shop, this kind of store usually does not make money, just to make signs."

Sure enough, Bong network has lost about about 60000000 yuan in about 10 months, and it ended in a year later.

In 2013, the United States closed off a certain number of franchisees, opened more than 1000 Direct stores, and launched a number of experiential shops in the country. Each shop has leisure facilities such as a gallery, coffee bar and so on, and provides free WiFi.

A lot of psychological costs have not been able to effectively improve sales performance.

In the age of "channel is king", service companies usually choose to expand the number of shops in large areas and spend money to smash channels to improve sales performance. In today's "user driven" consumer era, users have become the most valued object of service companies, spending money on users, even if they burn money and labor.

America is one of them.

In December 23rd last year, the United States opened more than 100 new stores nationwide, distributing in Shanghai, Beijing and other three or four provincial capitals.

The United States said that in order to provide consumers with excellent brand and product mix, there will be a wave of shop opening in emerging shopping channels.

After many electric shock failures, the United States has the tendency to become more and more brave, and hopes for the offline stores again. However, the United States, which is taking the "unusual path", is still away from the successful pformation.

Trudging hard on the road

Although the pformation of the United States is not easy, Hu Jiajia took the lead at the end of 2016, but the soul of the United States is still Zhou Chengjian. Zhou Chengjian, who is the "boss", still has an unshaken influence on the development of the United States.

In July 18, 2017, the United States upgraded from a single leisure style to the five independent styles of the same brand, and launched five new brand names.

Zhou Chengjian is a strong clapper, "we do not do what others have done, and then copy ZARA, H&M is not necessarily better than them, to make the United States into a unique brand."

Insiders from the US state say Zhou Chengjian is a "tyrant" and is very strong.

But it is undeniable that Zhou Chengjian is trying to save the state of American depression. His temper is not the reaction of the ID. He is anxious and anxious, but he has no intention to use a strong expression.

In 1995, when Zhou Chengjian, 30 years old, founded the United States in Wenzhou, he did not expect it to become a huge one.

The Kingdom and the United States are the blood of his life.

In the past few years, the United States has suffered many injuries from internal injuries. We can see many deficiencies in the United States, but we can also see that the Americans are working hard.

In 2017, Semir and search at the same time were much more comfortable than those who had lived in China.

According to China's clothing network, search for special net profit in 2017 is happy, the annual achievement of 18 billion 349 million yuan revenue, net profit of 613 million yuan, although not exciting data, but its net profit increased 69.43% over the same period last year, in 2017, Semir's annual revenue of 12 billion 28 million yuan, net profit of 1 billion 118 million yuan, search for Semir and Semir are all over 10 billion of casual apparel listed companies, 3 in the search for special revenue growth up to 190.14%, followed by Semir 12.76%.

Smith Barney's revenue was 6 billion 473 million yuan, down 0.71% from the same period last year, although the revenue was only slightly down, but net profit was 306 million yuan, down 945.81% from the same period last year, which is the third year loss of Smith Barney.

In 2017, when it suffered 300 million losses, it seemed that there was a precursor to successful pformation in 2018.

At the beginning of April, the United States announced the first quarter earnings forecast to the industry. Its net profit is expected to reach 4500-5500 yuan. The net profit for the same period last year was 28 million 935 thousand yuan, up 55% to 90.08% over the same period last year.

Zhou Chengjian firmly stated yesterday that in the future, the development of the US state has several directions. We must not waver in the direction of brand upgrading, product improvement and retail experience. The development of the five major products will not change. The development of the five major stores will not change, and we will continue to improve and improve the efficiency.

The United States is still struggling on the road, but this effort needs more money.

The blueprint is not easy to build. The blueprint looks beautiful. May the blueprint of the United States no longer become an ideal.