The Whole Process Of Parker'S Children'S Wear From Development To Extinction

Parker blue is a professional children's clothing and accessories company established in 1994 by American and Taiwan investors.

In the early days of the establishment, the market ranked the top in the industry.

But such a once brilliant company is now heavily indebted, and stocks have been delisted.

The founder also used a "golden cicada" to find the doorkeeper, and fled to abroad.

In 2018, some media tried to contact the two brothers founders Luo Jianfan and Luo Jie fan to understand the real causes of the company's financial crisis. They were unsuccessful. Some insiders revealed that Luo Jianfan fled to the United States.

So today, children's wear will take you to the bottom of Parker's children's clothing and Beijing Tongchuang Tongxin company behind.

Talking about Parker lane, I want to start with Tong Chuang Tong Xin Network Technology Co., Ltd. of Beijing. Tong Chuang Tong Xin is a company of the main electric business of the paramount group.

In May 31, 2016, Beijing Tongchuang Tongxin Polytron Technologies Inc listed on the new third board.

Tong Chuang Tong Xin was once the agent of two famous children's clothing brands, including Parker lane and Pathfinder. Nowadays, the two brands of children's clothing are basically cold.

Looking back at the reasons for the development and collapse of Parker's way, there are probably the following aspects:

He worked with the Pathfinder children's clothing and Lining's children's clothing but ended up in silence.

As the first domestic outdoor brand listing, in 2014, Pathfinder launched the children's clothing brand TOREADkids.

The Pathfinder authorized the children's brand to paramount, and the specific operation of the brand, such as production, promotion, channel and so on, was handed over by Parker lane.

In fact, the children who run Pathfinder business are Beijing Tongchuang Tongxin network Polytron Technologies Inc (hereinafter referred to as "Tong Chuangtong Xin"), Tong Chuang Tong Xin is the authorized operation company of the brand of paramount.

For the Pathfinder who has never been involved in children's clothing business, it is a good choice to outsource children's clothing business to mature operation companies.

It may be wrong that the choice of the object has problems in operation, which leads to the fact that children's clothes in Pathfinder have not been recognized in such a large market.

Parker lane and the Pathfinder signed a ten year contract. Previously, Parker blue CEO Luo Jie Fan said that the Pathfinder children's clothing business will be operated by an independent shop.

However, after the operation of the children's clothing was handed over to the independent operation of Parker lane, it did not reach the promise of the former paramount. By the end of 2017, the Pathfinder had authorized the children's clothing business.

When the Pathfinder opened up cooperation with Parker in 2014, he said that in 2014, 100 stores were planned to open, and 300-400 children's shop in Pathfinder are expected to open in 2015.

The data disclosed in the 2017 annual report show that as of the end of 2017, there were 1295 shops under the route and 79 under the children's wear line.

After only three years of authorization, the Pathfinder had to withdraw the children's clothing brand authorization in 2017 because of the unsatisfactory expectations of children's clothing business.

So in 2017 Tongchuang Tongxin company (Parker Lane) lost the agent of children's wear. Pathfinder children's clothing is one of the main sources of its revenue.

In addition, there is a source of cooperation between Parker lane and Lining's children's clothing.

In April 2010, Lining's first children's clothing store opened in Beijing and authorized the use of its brand.

Parker was entitled to the design, production and sale of Lining's children's wear series, and its sales and franchise income was included in the financial statements of Parland emperor.

Lining has the right to check and examine all the business activities of Parker's and charge the licensing fees.

Lining children's brand at the authorized news conference in early May 2012, Lining group announced that in the next ten years, Lining brand will be exclusively authorized to Tianjin wide cat children's products Co., Ltd., since January 1, 2013, it will be responsible for Lining's children's clothing business independently, which means Lining has ended its 3 year cooperation with parkland.

During the cooperation period, the performance of Lining's children's clothing failed to meet expectations.

Parker Lane's early influence is still very popular among the people in the industry. Otherwise, it will not attract Lining, Kappa and Pathfinder children's clothing brands.

But in the later stage, irreparable errors resulted in the failure of its performance, and the brands had to break up, and their own brands were hard to sustain.

Overdue loans cause platform thunderstorm

The P2P platform crashed in 2018, causing panic among the people.

Tsinghua holding, the first domestic university department P2P platform crossing loan crisis, and the source of this crisis is not optimistic about the market situation, Tong Chuang Tong Xin's debt overdue is also one of the culprits.

Tong Chuang Tong Xin should have announced the company's financial results within the agreed time limit. It was overdue and was delisted in July 9, 2018.

Prior to the disclosure of the 2017 annual performance bulletin, Tong Chuang Tong Xin's revenue decreased by 17.65% compared with the same period in 2016, and the company's operating profit decreased by 85.02% compared with the same period in 2016. The total profit decreased by 84.83% compared with the same period last year; net profit attributable to the shareholders of listed company decreased by 84.25% compared with the same period last year.

All in all, Tong Chuang Tong Xin company is in a state of loss, both in terms of revenue and profits, and its decline is more than 80%.

Tong Chuang Tongxin company has 31 loan repayment projects at the junction, the amount is 22 million 400 thousand yuan, after the disposal of assets, after recovery, investors can successfully repay 12 million 370 thousand yuan in September 2018.

Adjustment strategy failure

In fact, as long as Lining's children's wear and Pathfinder's children's clothing failed in succession, they showed the strategic problem of Parker's company.

In 2017, the company adjusted its business strategy: first, the brand management strategy has been changed; the company has increased the cost of brand input, promotion and publicity fees, resulting in a decline in profits; two, from the perspective of regulating the whole market management, the franchisee has integrated and upgraded their formats, and voluntarily reduced the shops of some platforms and invalid channels, resulting in a decline in revenue.

Brand input, publicity and other expenses increase led to a decline in profits, is a situation that every pformation enterprise may face, but it will not be a decisive factor. The failure of pformation is mostly due to the problems of operation strategy and the breakup of funds.

Test water multi brand store failure

Before and after 2010, there was a trend of multi brand collection shops in the country, and Jiangnan Buyi, Taiping bird, Metersbonwe and so on were opening stores in large scale shopping centers such as Beijing and Shanghai.

But after the storm, it did not bring great benefits to these brands. Most of them were short-lived, and some even lost money.

In 2012, brands such as Parker, water boy, pig and pig were set up brand collection shops to share higher and higher store rentals and to improve the brand terminal profit mode, which did not match the speed of cost rise.

It seemed to be a feat at that time, which was later proved wrong.

Looking back, failure has the following reasons:

First, it brings together products of various brands and different categories. However, due to the unclear positioning, it finally leads to a flash in the pan. Two, the essence of the brand collection shop is the popularity of the buyer system, and the development of the buyer system is lagging behind in China.

No local company is willing to invest heavily in training buyers, so there is no opportunity to practice.

If there is no buyer, the way of collecting shop profits is still the way of small department stores. The three is a collection store like Parker's advocate, so many children's clothing brands are gathered in a store. In fact, the competition is very intense.

Each brand has its own positioning and style, but it will inevitably have overlapping positioning and style, so it undoubtedly strengthens the competition among brands.

Rely heavily on offline mode.

For business failures, loan repayment is overdue. Tong Chuang Tong Xin explains that the company is affected by factors such as the overall market environment, industry downturn, tight liquidity, fierce competition in electricity providers, bottlenecks in traffic volume, and so on.

This means that the industry environment and company operation are full of crises. Some people conclude that they are short of money.

All walks of life are short of money, the objective factors are real, and self management is the key.

In the era of the Internet, the traditional offline mode has been strongly affected by the rise of the electricity supplier, but Tong Chuang Tong Xin still insisted on "cutting off" most of the online sales channels.

According to Tong Chuang Tong Xin's 2017 semi annual report, in 2015 and 2016, the sales of the company's 86.33% and 32.18% were completed through the major online business platforms, and the proportion of online sales in 2016 was significantly lower, mainly because of the full flowering of offline businesses and 120 new customers.

But since then, Tong Chuang Tong Xin's hard dependence on the offline mode is hard to reverse. Even in the first half of 2017, the proportion of online sales has rebounded only 36.33%. Tong Chuang Tong Xin called it "stable at a certain level".

The announcement indicated that the company planned in 2018, will adjust the business strategy for the big city franchisee to Mall (shopping malls, commercial street) mainly, three or four line city single store franchise mode.

Still rely heavily on the offline mode, and in the cooperation with downstream dealers and franchisees, a large amount of stock needs to be stocked. The unique sales mode leads to higher inventory, which leads to the risk of inventory fall.

Obviously, Tong Chuang Tong Xin's mode did not bring the expected harvest to himself, but created a lot of trouble for himself.

A business model is biased against traditional enterprises, fighting in a fiercely competitive industry, and facing the difficulties of universal ammunition supply. The good expectation of performance growth is ultimately unsatisfactory.