GAP Has Repeatedly Tried To Boost The Chinese Market, But The Outside Voice Does Not Seem To Be High.

Recently,

This new brand focuses on men.

This category.

Although the new category of GAP's brand is most promising, it seems that it has not received much support from consumers.

Seeing that the development of GAP is not as good as before, what will be the future of GAP in China?

Patriotic Oolong triggered by a T-shirt

It is understood that there is news on the Internet.

The current situation has been introduced. "With the steady growth of the Old Navy Old Navy, it has become the biggest brand. The worst banana Republic Republic has regain stability. The GAP cap Pu brand is still unable to support A Dou. In the past 18 quarters, only two quarters have achieved comparable sales growth".

As we can see, it seems that the domestic media remain sceptical about the prospects of GAP and can not directly determine whether their future will catch up with their previous performance.

In fact, such an evaluation on the Internet may be related to an Oolong incident that GAP had made before.

Moreover, it is likely that this "Oolong" has reduced the popularity of Chinese consumers.

Statistics show that this year, some netizens were drying out a T-shirt from GAP in micro-blog.

The map of China, Zangnan, the Al Arab, the Taiwan and the South China Sea were all erased.

However, there was news on the Internet that a reporter called GAP China headquarters, but the other side customer service said that China did not sell this garment at present.

However, at about 19:20 in the evening of May 14th, GAP official micro-blog issued an apology on the matter, saying, "we are extremely sorry for this unintentional mistake" and said, "the product has been withdrawn from the Chinese market and destroyed."

The front foot just denied, the rear foot issued an apology statement on the official micro-blog, it really makes people feel a little embarrassed.

In the face of such a situation, more netizens do not recognize their behavior.

GAP, at the very least, is a well-known company, not only because the mistakes will be printed on the T-shirts sold in China, but also for the first time, it does not recognize the real situation that has been sold to China.

In addition to the wrong Chinese maps printed in the Chinese version, the other 4 T-shirts in Canada, Japan, San Francisco and Paris are all national flags.

This is a protest against patriotic people on the Internet. After all, printing a map of the country is not a trivial matter.

Therefore, despite the timely apology of GAP, this storm will not be so quiet in some patriotic people.

Be challenged to withdraw from the "second line"

In addition to this Oolong incident, the development of GAP in the market in recent years has also been somewhat unsatisfactory.

Some time ago, GAP group CEO Art Peck had taken the initiative to recognize the problem of brand operation at the shareholders' meeting, and will close 200 stores this year.

And there are fashion experts who believe that the GAP brand is aging and it is late to enter the Chinese market. It is difficult to compete with brands like ZARA and H&M.

Moreover, according to the latest fiscal year 2017 data released by GAP group, GAP brand sales decreased by 2.5% to 5 billion 318 million US dollars compared with the same period last year, while Banana Republic sales fell 3.6% to 2 billion 380 million US dollars compared with the same period last year, and sales of Old Navy increased 6.2% to 7 billion 238 million US dollars over the same period last year.

Old Navy contributed far more than GAP.

From the same store sales performance, the data of the above 3 brands are -1%, -2% and 6% respectively, and only Old Navy is positive growth.

Not only that, in the United States

Sales of Old Navy and GAP 2017 in the fiscal year were 6 billion 570 million US dollars and 3 billion 70 million US dollars respectively, the former being two times the latter.

In this regard, the relevant industry has made comments that its core brand GAP has retired from the "second line".

It is worth noting that GAP is not only in the

On the other hand, the failure of China's development is also somewhat unsatisfactory in the Chinese market.

It is reported that in order to make GAP get out of the mire of performance as soon as possible, its group has made big moves in the Chinese market many times, hoping to break the decline and bring about the improvement of its performance.

In July 2017, GAP and WeChat jointly launched a series of joint designs. In August of the same year, they opened the largest flagship store in Shanghai, and set up mobile phone filling stations, children's playground and LED model fitting screen to attract young people. In September, China opened the first independent children's clothing store in Hangzhou, and launched the GAP Fit sports series to improve the product structure.

However, although GAP has prepared so many measures to save its performance, it has not yet achieved the effect of a complete recovery.

Data show that in fiscal year 2017, GAP sales in Asia dropped 18.2% to 1 billion 263 million US dollars, and sales in Asia from the first quarter to the fourth quarter increased by -20.5%, -23.2%, -17% and -13% respectively.

In the world wide web of operators, GAP's performance in China may be affected by these two factors.

On the one hand, GAP entered the Chinese market later than ZARA and so on. It can not be recognized and accepted by Chinese consumers very soon. However, GAP also made a "map T-shirt Oolong incident" in the rear, which made the impression of Chinese consumers down.

On the other hand, the development of GAP on its native land is going downhill. If its foundation is not strong enough, it must be more difficult for GAP to develop in other areas.