Is Adidas ZARA Really Dead?

Last week was a special period, which crossed the 2010s and entered 2020. With the coming of the new year, clothing Practitioners of the industry began to resume the past year to meet new opportunities and challenges. Then, what major events happened in the garment industry last week?
　　 Domestic events: 2019.12, 30, -2020.1, 3
The "darkest" moments of clothing brands in 2019
What is the most talked about garment industry in 2019? "Hard" is probably the most appropriate word. The complexity of the international environment, the continuous changes in consumption, the lack of market growth and the killing of businesses make the garment industry face enormous pressure. Delisting, declining performance, and selling subsidiaries... Every step of the way tells that clothing brands are experiencing an ebb and flow in 2019. Listing for six years, suspended for three years, after struggling for several years, fortune bird finally chose to withdraw from the market. It's from Jinjiang, Fujian. Guirenniao Days are not going anywhere. As the "first share of China's A share sports", it is struggling for the risk of delisting. 2019 Pathfinder Rather than stripping off irrelevant business, it is more like a "clearance sale" business. "National Women's wear brand" La Natsu Bell In 2019, it can be said to be a "dark" year. Stores closed, market value shrunk, and performance losses. La Natsu Bell, who had "run", could not run.
Zhongfu said:
It is true that in 2019, for some clothing brands, it has not yet come out of the cold winter, especially when the traditional brands with their famous names have been expanding and developing to a certain extent. For the changing market environment, some try different outlets, some open diversified investment businesses. Some brands want to return to their original position and do their main business. Some brands catch up with the trend and strive for digital trend makers. The urban beauty wanted to be younger, and left Lin Chiling for spokesperson Guan Xiaotong, and even hired ADI executives. La Natsu Bell's direct mode turned the engine into a stumbling block. In order to ease the pressure on the capital, the sideline industry had to be stripped to the main business. Some of the sporting goods in Jinjiang last year had frequent negative news, from the factory to the establishment of the brand, to the maintenance of profits, the repayment of debts, and even the auction of brands. In fact, traditional clothing brands are trying their own transformation. It is difficult for a ship to turn around, and it will inevitably experience ups and downs in the process of seeking transformation.
　　 The price is directly to ADI Nike. Is Lining open or self?
I have surveyed the views of friends around Lining on the high price of Lining. The attitude of the people can basically be divided into "true fragrance" and "do not understand". Among them, friends who express "true fragrance" should be younger. The most popular answer from Lining's topic is "college students wearing 360 degrees, Anta, Lining and Hongxing Erke are really low?" Is the price of "China Lining" high? The two question. These problems are also the manifestation of the inherent concept of the market: the past "low" and the current "high price" are fragmented, and we are still digesting this split. Today, with the revival of domestic products as the hottest topic, what stance is Lining taking in the tide? Identifying this problem may also be meaningful for Chinese brands who want to seize the tide and attack the front-line and high-end stations. The analysis of Lining in the past two years is very diverse, with mixed opinions and detailed data. In order to get the data needed for this research, we have chewed up a pile of financial reports, and also entered the electric business website and Tiger flutter.
　　 Zhongfu said:
Compared to the price ranking of sports brand, ranking from high to low is Adidas, Nike, Lining and Anta. Just looking at the average price, the price difference between Lining's shoes and Adidas and Nike has widened. Looking closely at Lining, it has taken up the low price and has contributed a lot to the high price. Lining adopted the "split" approach in pricing. The biggest move of "China Lining" in 2019 is still on fashion week, and Wade is unlikely to retire again. So what Lining wants to do is look for the next growth point. Despite the success of his brand remolding, a considerable number of consumers still feel that core sports technology and marketing can not catch up with Nike and Adidas. However, to catch up with the "national tide", we can get rid of prejudice if we can produce good products and tell good brand stories.
　　 The outdoor sports brand "Columbia step" bankruptcy has become the same as Pathfinder.
In the evening of December 31st, the Fujian Columbia outdoor products Limited by Share Ltd (hereinafter referred to as "ST Columbian step") issued a notice that the company received the "civil order" of "Mak 0105 break 4 No. four" made by the people's Court of Mawei District, Fuzhou, Fujian in December 30th. Due to the expiration of the deadline for submitting the reorganization plan, ST Coulomb failed to submit the draft reorganization plan, and no investor participated in the reorganization. The manager applied to the court to terminate the bankruptcy reorganization process in accordance with the provisions of the seventy-ninth and third provisions of the People's Republic of China enterprise bankruptcy law and to declare bankruptcy of ST Columbus. In accordance with the provisions of the seventy-ninth section and third paragraph of the bankruptcy law of the People's Republic of China, the court decided to terminate the reorganization process of ST Columbus and declare the bankruptcy of ST Columbus.
　　 Zhongfu said:
On the evening of December 31st, the Limited by Share Ltd of Fujian Columbus step outdoors declared bankruptcy of ST Columbus. It has been known as a pathfinder in the country and ranks among the first line brands of domestic outdoor products. At its peak, there are more than 600 stores and stores in major cities in China, with annual sales growth of over 50%. Now the boss lost contact, the company has only 8 employees, 5 fewer than before, it is difficult to escape the fate of bankruptcy. In fact, last year, the company began to shut down all the stores under the line. All the online businesses were outsourced, without their own sales team, and they could not organize the source of the goods. They only charge the brand authorization fee while cleaning up the stock. After the announcement of bankruptcy, ST Columbo issued a notice announcing the resignation of Chen Yu and Huang Murong, both of whom were unable to pay personal wages during the bankruptcy and reorganization period.
　 In 2019, nearly 1 billion of the urban beauty transformation pains were due.
In the Hong Kong stock market, "China underwear first share" urban beauty China Holding Limited (02298.HK) issued a profit warning and transformation plan. It is estimated that the company's losses in 2019 will be no less than RMB 980 million yuan, while the net profit of the company after tax in 2018 will be RMB 378 million yuan. In this regard, urban beauty explains that economic environment changes and internal demands slow down. In fact, as early as the first half of 2019, the urban beauty issued a profit warning, announcing that the performance in the first half of 2019 dropped by nearly 80%, and the net profit was 35 million 466 thousand yuan. In August last year, many efforts were made to turn the urban beauty down. Why do urban beauty have huge losses? After announcing the transformation, its future opportunities, geometry, employment performance and transformation and other related issues have been contacted by the urban beauty agency for many times, but the company has not responded.
　　 Zhongfu said:
The existing mode of operation of urban beauty can enable the group to expand rapidly and seize market share in the past, making it a leader in the industry through scale effect. There are some stamina in the late development. Especially in the underwear industry, the structural adjustment of sales channel diversification, product quality and product mix has not made enough rapid response, resulting in a huge loss of cliff style in 2019, and by reducing stores, cleaning up inventory, and greatly discounted sales promotion. Ways to reduce losses. At present, the fierce competition in the underwear market, the urban beauty wants to become younger, the overall direction is correct, the effect is not obvious in terms of effectiveness, and the channel of high cost under the cost is finally difficult to win the online business. Therefore, the urban beauty has a long way to go after upgrading the image.
　 International events: 2019.12, 30, -2020.1, 3
How to play the spring festival marketing in 2020? Adidas "tide over the years" !
When we mention the Spring Festival, our impression is the traditional way of celebrating, and Adidas has created a different new year for many consumers between the trend and the tradition. As the most valued festival in China, the Spring Festival has always been an important outlet for Chinese people to release their emotions. And every year before and after the Spring Festival, there will be a marketing war without gunpowder. The major brands will strive for creativity and fight traffic in this time period. Recently, many brands have begun to talk about "Reunion" and "family affection" in the spring festival marketing. The black horse has discovered that Adidas has jumped out of the shackles of traditional marketing, and has joined hands with Eason Chan, Eddie Peng, Ning Zetao, Yi Wan Xi Xi, Liu Yifei, Angela Baby, Wang Shiling and many other stars, pushing out the "new year" series of advertising films to guide consumers to an "alternative" New Year's day.
　　 Zhongfu said:
Adidas is a sports brand that is close to young consumers. It still has a strong hand in publicity and marketing. It is worth exploring that it never plays a price war, and what means can consumers be willing to pay the bill? First, in the promotional film, in order to get closer to the young consumer groups in China, Adidas adopted bright color contrast in the advertisements of the new year, plus the Chinese elements such as ancient buildings, Cuju, paper fans and so on, in order to get closer to the young consumers in China. At the same time, in order to create new year's Vientiane, modern hip-hop, sports shoes and costumes are collided. It also assembled half of the entertainment stars to meet the needs of fans in different circles. Relying on "countless" different levels of traffic stars and more avant-garde, more fashionable sports shoes and clothing, positioning itself as not only an ordinary sports brand, but directly attracting fans to buy.
　　 The annual salary of millions is only bought from UNIQLO. This young Japanese can afford to buy LV but they are still very poor.
The era of luxury luxury is still gone, although there are many rich people, but ordinary people's lives are replaced by other new "labels" rather than luxuries. The trend of breaking off is especially popular. On the one hand, it is to teach people to throw away unnecessary items, and to compress necessities on the other hand, and the standard of "essential" is also decreasing. Young people in Japan are also beginning to study all kinds of money saving tips under relatively modest income. Although beautiful girls still do not shorten the cost of buying clothes, they have been included in the best way to save money when they buy discounts. And speaking of basic funds, UNIQLO is definitely the national "basic" brand. Among the many fast selling brands, UNIQLO can be said to be the most "Earth", so it can kill a blood route in a fast selling brand, one is quality, and the two is not easy to be out dated.
　　 Zhongfu said:
Although UNIQLO is often excluded from fashion and no avant-garde, it is the most colorful and unfashionable style of UNIQLO, especially in the Chinese market. Many young people's "poor" and our previously understood "poor" do not seem to be the same. It can be concluded that there are probably several key words: the style is good, the basic style is not outdated, and there is another interesting phenomenon: more and more people are willing to buy the LV money to buy UNIQLO, take the tour and report classes to learn new skills, which also reflects the consumption transformation of young people. No matter what kind of state it is, the new year hopes that everyone can face life in a comfortable state of mind, so that all kinds of desires can reconcile with themselves and find the real self.
　 Is ZARA really dying?
ARA official customer service said that all 4 ZARA stores in Wuhan were upgrading and upgrading, but the specific opening hours were uncertain. But at the beginning of December, ZARA, a flagship store in central department store in Wuhan, also issued a discount publicity. It originally planned to launch the biggest sales promotion window every year from December 28th. Overnight, is it really just a simple upgrade? What's the matter with ZARA? Closing the door is just the first step. This is not the first time ZARA has closed down. In February 2017, the closure of the flagship store in Chengdu, the largest flagship store in New York, caused a burst of sighs. In September 2018, the closing of the first store in New York shocked the whole fast fashion circle. A year later, the Dongzhimen Raffles central store in Dongzhimen and the new Dongan store in ZARA were also closed.
　　 Zhongfu said:
Recently, 4 stores in Wuhan, Spain's fast fashion brand Zara, were all shut down. There was a seal on the door of the fire department, and no answer was received. There are many conjectures. According to the current multi-party information, the Zara closed shop turmoil has nothing to do with its profitability. Behind the closure of Zara, the clothing industry has raised doubts about whether the fast fashion brand will hit the ceiling. In recent years, Forever21 has filed for bankruptcy protection. Old Navy parent Gap expects to close 230 stores in 2 years. In China, the market share brands such as UNIQLO and H&M have also slowed down the pace of opening stores. The fast developing fashion has to choose cautious layout. After analysis, the poor quality of products and the lack of novelty are the main reasons why fast fashion brands can't get consumers, especially young consumers.
　　 Chao brand SuperDry four brand remodeling initiatives
The British tide brand SuperDry (extremely dry) updated the key financial data for the first half of fiscal year 2019/2020. As of the first 26 weeks of October 26th, net sales fell by 11% to 369 million 100 thousand. The previous figure was 367 million 800 thousand pounds, an increase of 1 million 300 thousand, mainly because of the adoption of the international financial guidelines IFRS15. In addition, although the "full price strategy" driven gross profit margin increased by 2.3 percentage points year-on-year, but by foreign exchange and inventory changes, the gross profit margin of SuperDry eventually dropped by 0.1 percentage points to 56.3%. On this occasion, the brand co founder, Julian Dunkerton, who returned to SuperDry in April this year, summed up a series of brand reinventing measures after he returned from four dimensions, including product and design, online and offline sales channels, market expansion and marketing.
　　 Zhongfu said:
As to how clothing brands can promote future development, SuperDry's four strategy may inspire some traditional brands. First of all, product and design are the foundation of the table. Diversified series give consumers more choices, and they can feel the new design concept more intuitively. Secondly, recognizing sales promotion is to stop drinking poison and quench thirst, stop fighting "price war" in stores, and set up a new core series every six months; at the same time, the "full price marketing" mode will continue to strengthen. And reduce the proportion of wholesale channel sales, add more boutique stores. Finally, the electricity market will be overweight, including its own official website and the third party e-commerce platform. Many parties work together to drive fans to buy through more KOL and fashion leaders. For clothing brands, besides the quality control of private clothing, marketing needs to keep pace with the market and maintain a good development trend.