Another Look At Clothes, La Natsu Bell, The Impasse, The Brand Apology Week Is OK.

After autumn, the temperature will soon return. However, in the clothing industry, last week, it is still booming. What are the major events in the clothing industry last week?

Major events in China: August 12~8 16

Fortune bird will cancel its listing status in August 23rd.

After the failure of the resumption scheme, the former "shoe king" bird will plan to cancel its listing status. In August 12th, fortune bird announced that in August 9, 2019, the stock exchange sent a letter to the company to inform the company that the final listing date of the company's shares would be August 23, 2019, and that the listing status of the shares would be cancelled at nine a.m. August 26, 2019. The company is now seeking legal advice and may make further and final review on the cancellation of listing status according to chapter 2B of the listing rules. Prior to that, the bird has issued a notice saying that due to the suspension of trading shares, and outstanding debts, affecting business operations, the company is in bankruptcy reorganization, according to the progress of the reorganization of bankruptcy reorganization plan.

Zhongfu said: a generation of shoe king "bird of wealth" is playing the delisting countdown. During the suspension period, the fortune bird owed more than 4 billion yuan. Previously, rich birds tried to "pay their debts by shoes", but the debt repayment rate was very low. Its ultra-low bankruptcy reorganization rate has been abolished until now, and it should be related to the existence of a large amount of violation of external guarantee. Among them, most of the guarantor who violating the warranty is Fu Fu bird company parent company limited and several trading companies. Faced with the new market changes, such as the emergence of new brands on all lines, the traditional old brands have such disadvantages as single product, outdated design, high inventory and so on. Facing the new consumption environment, they are caught off guard, and do not actively innovate, so they can only be abandoned by the times.

What is the deadlock of La Natsu Bell Nagh? The company gives a response plan.

Loss, close shop, explosion warehouse, La Natsu Bell ushered in the darkest hour. In response to the interview, La Natsu Bell said that in response to the decline in performance, the company will accelerate the pace of transformation and adjustment, focusing on product strength improvement, channel layout and mode adjustment, capital structure optimization, and investment project operation improvement, giving full play to its existing brand and channel advantages, and strengthening core competence building, and striving to achieve profitability as soon as possible. Prior to that, La Natsu Bell experienced a burst of positions and losses. How much more chance is there for La Natsu Bell, who has been marginalized?

Zhongfu said: now the main consumer groups include "after 90" and "00 after", their rise more pursuit of personalized, as an old woman's clothing, La Natsu Bell needs is broken and then set up, but how to break and how to establish, also need to introduce external strategic investors, transformation of smart retailing and other ways to ease operating pressure. On the other hand, the brand can draw lessons from the current fast fashion brands such as Japan's fast fashion brand, UNIQLO and other international brands to launch joint venture, conform to the trend of digital marketing and other marketing initiatives, so as to maintain market share and influence.

Lining's comeback: from 3 billion 100 million to 10 billion

Unexpectedly, we had to queue up to buy Lining one day. At the beginning, Chinese brands, which young people did not see much, had become king of goods that had money and queues in the twinkling of an eye. Unconsciously, Lining has gone through three fashion week tours. Today, it has an unrivaled position in the domestic sports brand. Use basic funds to cater for the needs of the public and enhance the brand image with more professional high-end products. But behind this bureau, Lining quietly spent 20 years, the ups and downs of the shopping malls are no less than the sports career.

Zhongfu said: Lining, who started completely from scratch, began to reform drastically. After 5 years of "pain" transformation, it has gone through many problems, such as inventory management crisis, brand repositioning impact on operation, financial pressure caused by store renovation in a certain period. To a large extent, it also reflects the ups and downs and pains that Chinese enterprises are facing in the process of gradually moving towards modern management system. But at the moment, it is not a time to sing triumphant and complacent. After all, Lining has a long way to go in the face of the brand goal of "China's first, Asia's first and international leading".

Semir is heavily supporting new brands and launching CityDaily Shuangcheng notes

Zhejiang Semir apparel Limited by Share Ltd (hereinafter referred to as "Semir dress") announced in the evening of August 14th that in order to protect the business expansion of the wholly owned subsidiary of Sanger (Shanghai) Trading Co., Ltd. (hereinafter referred to as "szi") and its subsidiaries, the company intends to provide more than 1 million 650 thousand US dollars guarantee to Sen sum and its subsidiaries. Semir apparel said that the company's external guarantee object is a wholly owned subsidiary of the company, and its financial risk is within the controllable range, which will not affect the interests of the company and shareholders.

Zhongfu said: Semir clothing casual wear and children's clothing business in product strength improvement, supply chain efficiency, channel structure optimization and other aspects of continuous improvement, operation is steady. Benefiting from the fast and steady growth of children's clothing and e-commerce business, the performance of Semir's clothing is strong. At the same time, we must see that the competition pattern has improved after the industry shuffle, while domestic brands are gradually emerging, opportunities and challenges coexist. In order to expand consumer groups, Semir launched a new basic line, emphasizing texture and meeting the needs of diversified design.

International events: August 12~8 16

Yang Mi announced the termination of the contract. Is Versace's road to China easy to go?

Recently, some netizens were exposed on the Internet. Versace's T-shirt listed Hongkong and Macao as the state. After triggering the anger of netizens, Versace issued an apology in the early morning of August 11th in the official micro-blog, saying that the related products had been put under all channels in July 24th. Yang Mi, the Chinese actress who just became the spokesperson of Versace in June 24th, announced on August 11th that she unilaterally terminated cooperation with the brand. It is reported that Yang Mi has issued a letter of "rescission of the agreement" to the Versace brand, and has ceased all cooperation with the Versace brand.

Zhongfu said: last week it was luxury brand self check and get together "apologize week", not only micro-blog, but also INS, FB and other global channels. The stars led by Yang Mi have also opened the "wave of rescission", which are listed on the list. For luxury brands and light luxury brands, they often make mistakes, do not know whether they are disrespectful of the Chinese market, and naturally want to learn to respect the money that they want to earn locally, instead of releasing an apology statement after the event, and following up the way to repair the products.

Consumers boycott Japanese goods, Seoul UNIQLO store plans to close

The impact of trade disputes between Japan and South Korea has gradually spread. Affected by the boycott of Japanese goods, the Japanese clothing brand UNIQLO plans to close a store in the center of Seoul, South Korea. Reuters quoted Japan's Yomiuri Shimbun in August 9th as saying that the Japanese leisure clothing chain, UNIQLO, plans to close a store in downtown Seoul, which is affected by the boycott of South Korean consumers. At present, the Japanese fast retailing company, which is owned by UNIQLO, has not responded to the matter immediately. The Korean newspaper, the Korean times, also said that UNIQLO is closing or renovating its stores in Seoul. Yonhap reported 9 days ago that "UNIQLO had been favored in Korea, but it took the brunt of the boycott of Japanese goods".

Zhongfu said: the sales of UNIQLO in Japan in July dropped by 10.3% compared with the same period last year. It is even worse that the trade disputes between Japan and South Korea have frustrated Japanese enterprises in Korea. South Korea has refused to buy Japanese goods for more than 1 months, and the sales of many famous Japanese brands in Korea have been reduced to less than half. Among them, the famous fast fashion UNIQLO is the first to bear the brunt. In the current situation, the campaign against Japanese purchases will last for a long time. It is worth mentioning that under the premise of the cold market in South Korea, UNIQLO will take a long-term perspective on the Chinese market. Even UNIQLO CEO also said that the success of UNIQLO was half the success of the Chinese market.

MUJI is in a precarious position in China. It has been cut down for eleven consecutive times.

Eleven consecutive price cuts, still failed to restore the decline. This decline is a bit bleak compared with the brand's scenery. With the development of China's economy and the popularity of consumer culture, Muji has experienced rapid popularity and prosperity since its entry into the Chinese market. The brand does not realize that this is the brutal growth of the early retail market, the scarcity of the brand, and the intoxication of the superiority of design and the fluke of pricing. Wait until the electricity supplier raids, competing products, consumers mature in the second half, the contradiction suddenly broke out. After the tide of consumerism, the public gradually returned to reason. Nowadays, the simple "Wen Qing tide" and "market change" can not gloss over the failure of Muji in brand management.

Zhongfu said: in the final analysis, it is a mistake in management decisions. Frequent price cuts are not a good recipe for MUJI products. They are not prepared for danger in times of danger. They have neglected several dangerous signals, and no longer pursue success in design and quality. There are too many brands competing at the same time. After the brand has eaten the initial traffic bonus, it is hard to die again. More importantly, many of the products we designed do not match the needs of domestic consumers. In recent years, China's market environment and consumers have matured too fast. Muji is going to be faster this time.

Adidas 70 years old, data will be the focus.

In 2019, the international sports brand Adidas entered its 70 year old. In 70 years, Adidas has developed from a factory with only 47 employees to a world-renowned sports brand with over 57 thousand employees now. In August 9th, Adidas held 70th anniversary celebrations at the German town headquarters in heto, Bavaria town. The athletes of tennis veteran Stan Smith and German football legend Philipp Lahm attended the celebration. In addition, Adidas CEO Kasper Rosted announced that the new office building was built and put into operation at the ceremony.

China service network: Adidas and Nike together, because many years through professional sports and good marketing advantage, let Adidas on the road of movement very smoothly. The professionalism of sports, Adidas began to use technology to show, in pursuit of technological innovation, always keep up with the trend of fashion trends, in the field of fashion to attract more sports fans and shoe enthusiasts. Rooted products, comply with the trend of electricity providers, paying more fans. However, due to the strong growth signals in the sports market, sports brands and other clothing brands have been overweight in this field. The strength of their competitors can not be underestimated. ADI wants to stay ahead of the competition. There are still many challenges ahead.

Can H&M, Zara and other fast fashion brands escape to online transformation and save themselves?

Although Europe's fast fashion giants are slow to respond to the threat of e-commerce, they seem to be upgrading. So far this year, US retailers have announced that the number of outlets has exceeded the full year of 2018. At the same time, H&M is committed to major upgrading of its online store, including improving navigation and product display, and shortening delivery time. However, compared with Amazon, Zalando, Boohoo and other mainstream online competitors, H&M still needs to upgrade in this area.

Zhongfu said: fast fashion in the past, it can be said that it has been supporting the half sky of the big shopping malls. However, the global retail industry seems to have failed in recent years. These fast fashion giants seem to have gradually realized the trend of the development of the electricity supplier. The brands such as H&M, ZARA, UNIQLO and so on have been energetically distributing the electricity supplier. Its new rules of the game seem to make it survive and even thrive again. The essence of the electricity supplier is a channel, and it has a large market channel. When the brand develops to a certain stage, this channel is almost impossible to give up.