Performance Into The "Magic Mirror" XTEP Fashion Advanced By "Throwing Earth"

The new generation of consumer groups has risen, and the consumers' understanding of fashion is different from that of the past. Clothing with strong individuality and design is more likely to be brought home by them.

For consumers, buying is no longer a mere exchange of goods and money, but an attitude expression of brand stories and values.

Fashion enterprises have difficulty in operation, and sales of traditional clothing brands are weak, and pformation is inevitable.

Otherwise, we must accept the tragic reality of being abandoned by consumers and being ruthlessly eliminated by the market.

The result of the effort pformation is not significant, but on the other hand, it is plunged into a loss dilemma.

The advance of fashion is not easy: XTEP, once rejected by blind date girls, is quickly becoming a shell of the zunor pformation, relying on "selling and selling", boldly expanding the shop's Coach.

XTEP: closer to young consumers and cooperation with China's new rap

Last year's cause

Business is sluggish, and XTEP is not optimistic about its industry.

At the beginning of this year, XTEP was disliked by the low end again.

Hangzhou guy wore a blind date after being refused to be friends, but just because in the cognition of the mass consumer, wearing XTEP is not exquisite or even "rustic", so XTEP is all kinds of diss.

XTEP is positioning itself as "professional sports".

Brand, in order to change the stereotype of consumers' brand impression, XTEP tries to move closer to the younger generation.

This month, XTEP became the "official designated sports brand" to guide the young trend of "new rap" program in China, and was authorized by its official IP.

XTEP's move is designed to convey fashion tonal to consumers, but what's the effect?

Observe.

In the first quarter of 2018, XTEP's average store sales performance (at retail value) was lower than double-digit growth over the same period in 2017.

It has been reported that the turning point of XTEP's performance in the past three years has come to an early stage, and its channel mode has been pformed.

Does this mean that XTEP's business will accelerate recovery? The two quarter of 2018 will be clear.

Hinur: the main business is deserted, "sell, sell, sell" and protect the shell.

Chinese clothing companies are active in the capital market, and some big acquisitions have expanded their main businesses. Some have taken projects with interest from cross-border funds. They share a common feature: business keeps improving.

Over the years, although it has been able to compete in the Chinese apparel industry with the production, marketing, research and operation, he has won small profits by selling assets in recent years because of poor management.

It is understood that the sale of assets by shell shell was particularly prominent in 2015 to 2016. In 2015, the sale of Beijing shops contributed more than 100 million yuan to its overall operation. In 2016, the sale of houses and other assets resulted in a profit of about 45 million yuan.

In 2014, the loss was 46 million, and its performance fell by 165.26% compared with the same period last year. If we do not rely on the sale of shops and real estate, he will lose three years and will face the crisis of being repulsed by the capital market.

In 2017, he earned 775 million yuan, while the net profit was only 36 million 600 thousand yuan.

Before listing, there are nearly one billion revenue a year, tens of millions of net profit. Hinur, who successfully landed on A shares in 2010, accelerated the expansion of stores after being rich. From the 18 outlets in the middle of 2010, the scale of Direct stores expanded to 148 in less than two years.

However, many stores do not necessarily achieve double growth in net revenue.

In 2014, he headed the first deficit and the loss was as high as 46 million 600 thousand yuan.

Recently, relying on the sale of its own assets to improve performance guarantee, recently, zinor went on the opposite track and plans to buy 100% stake in the tourism company.

In June 6th, he issued a notice of suspension of major asset reorganization, saying he intends to acquire 100% stake in Lijiang ERON Garden Investment Limited and Lijiang Huilong Tourism Development Co., Ltd. through issuing shares or paying cash.

In February this year, he changed the company's business scope, added cultural tourism, theatrical performances and other business, and was equipped with several executives with cultural backgrounds such as Wanda and Songcheng performing arts.

It can be seen that Hinur has already made great efforts in cultural tourism, and the acquisition of Lijiang Hui Long tourism is just a job to divert the main business contents. Once it was an enterprise integrating the design, production and sales of suits, shirts and clothing products, Hinur could not help but dress up the main business if she did not dress again. After all, Hinur had been impatient in the Chinese dress industry for a long time.

Li Lang: smooth customs clearance "light fashion"

Under the influence of Yan value economy, exquisite lifestyle and fashion cool costumes are favored by young consumers.

It has become a common understanding that the traditional men's clothing brand pformation has always taken the popular aesthetic as the main fashion attitude.

Hai Lan's home, Raslin, updated the endorsement to refresh consumers' recognition of their brand image; Mei Bang became a hot Street brand again, replacing shop decoration style, subdividing the brand style, ADI shoes, Lining making butterfly shoes, and Lining on the fashion week of New York, hitting the heart of the millennial generation with Chinese made success.

Bad financial reports have their own misfortunes. Good financial reports are always "identical".

It is understood that as of December 31, 2017, the total revenue of Li Lang was 2 billion 441 million yuan, an increase of 1.2% over the previous year, of which LILANZ brand revenue was 2 billion 414 million yuan, an increase of 7.9% over the same period last year. Net profit was 611 million yuan, an increase of 13.2% yuan, a profit of 50.71 yuan, an increase of 13.5% over the same period, a gross margin of 41.5%, a slight increase of 0.2 percentage points in previous years, a slight increase of 0.2 percentage points, a profit margin of 24.7%, and a net profit margin of 0.2, an increase over the previous year.

Li Lang's outstanding performance in 2017 was due to the accurate judgement of the market.

In 2017, the garment industry was noticeably warmer. Li Lang took the opportunity to implement a series of expansion plans, and expanded the number of shops to play an important role in improving the overall performance.

On the other hand, it is in time to pform from "classic" to "trend".

At the end of 2016, Li Lang aimed at 20-35 year old male male consumers and launched LILANZ LESS IS MORE products. As of February, 110 stores were opened.

Today, Li Lang has built a marketing network covering 32 provinces, autonomous regions, 70 branches and more than 2400 terminal stores nationwide.

In the next three years, the company plans to expand 2000 stores, of which LILANZ has 600 shops with light fashion.

Performance can best reflect the success or failure of business results, and the order can indirectly reflect the favorable degree of new products in the market.

In June 5th, Mr. Lee announced the results of the 2018 winter order meeting and the latest performance: 2018 the total amount of the order in winter (at wholesale prices) increased by 33% on a yearly basis; the first class distributors and the two grade distributors operating and operating for more than eighteen months in the "LILANZ" retail store, the same store sales (at retail prices) between January 2018 and May increased by an average of about 10% over the same period in 2017.

At present, the competition in the clothing industry is still extremely fierce. Looking at the risk of physical store operation, Li Lang wants to make the store strategy bigger and deeper. The reverse challenging Li Lang has successfully entered the scope of consumption of young consumers, but whether the expansion of stores will become the main force of its performance still needs market inspection.

Coach: to get rid of the feeling of aunt, the new shop "modern luxury".

In McKinsey's report on the six new trends of Chinese fashion consumers, when asked about the reasons for buying international brands, more than 60% of respondents said that "international brand is a way of self expression"; over 50% of respondents claimed that it was because of good service and good experience; over 40% of respondents said they would be willing to try new brands if their products were in line with their intentions, even if they had never heard of the brand.

The change of consumption demand, the superiority of "high above the top" of the brand has disappeared, and the best proof is the financial report.

In the 2015 fiscal year, Coach's sales in North America suffered double-digit declines.

In the first quarter of 2018, the sales of Coach group Tapestry parent group increased by 33% to US $1 billion 320 million compared with the same period last year, and net profit increased by 14.8% to US $140 million over the same period.

Obviously, this is the result of Coach's breakthrough and breakthrough efforts.

Coach has captured many female consumers who pursue exquisite life. But with the rise of the new generation of consumers, Coach gradually lost its dazzling brilliance and was once reduced to the "aunt bag" in the eyes of the millennial generation.

According to China's clothing network, Coach has made subversive change measures in store style and marketing mode for brand younger: store style from advocating minimalist white style to light extravagant, showing lifestyle changes; product design style changed to former mother's money, young fashion design sense has unique attraction for new consumers, and cooperate with Disney. Soon, the Coach of "old age" has become youth and color under the leadership of its creative director Stuart Vevers; as of the end of May 2018, Coach official micro-blog has more than 3 million 300 thousand fans, and its interaction effect is better in the third party social media platform.

Coach new store

After 4 years of pformation, the brand pformation of Coach has made remarkable achievements in the brand pformation of stores and marketing.

With the increasing competition in the industry and the breakthroughs in technology under the new retail trend, consumers have become more rational and mature. The new look of consumers has brought infinite inspiration to the fashion industry and brought more severe challenges.

Therefore, it is possible for traditional enterprises and brands to win the market and innovate continuously.