Casual Wear, Internal And External Troubles, Collective Fall Into The Trap, Giordano Closed Shop, United States Profits Decline

< p > after last year's total of 163 shops in the mainland, leisure a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand Giordano is again facing a bad luck this year. This Hongkong a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a quarterly report released by enterprises shows that in the first quarter of 2013, the group reduced its number of stores in the mainland by 36 due to collating and repositioning its market mix in the mainland. < /p >
In order to alleviate the pains caused by the "closing shop tide", Giordano Hongkong headquarters has been busy going to the mainland to "decompress", and Chongqing is no exception. < p > < /p >
< p > "Hongkong headquarters will send someone to Chongqing in June." Giordano Chongqing branch responsible person Ma said. < /p >
< p > < strong > Chongqing Giordano becomes "help" object < /strong > /p >
< p > it is understood that the main reason for Giordano's closure is that its business has been greatly repositioned to focus on the quality of the first line stores, as well as the profitability, financial capability and brand status of the main strategic market. < /p >
< p > "we closed some stores, and one in Shapingba was closed." Shapingba pedestrian street Giordano clerk said, "there are many new brands in the past two years, but their business models are different, so there is no great impact and impact on us." < /p >
< p > "people from Hongkong headquarters come to Chongqing to reposition the brand, and the corresponding business strategy will also be adjusted." Ms. Ma said. But it is not convenient to disclose whether Chongqing has any shops in the 36 stores and how the Chongqing market is doing. < /p >
< p > Zhou Fei, senior brand consultant of clothing industry, said that the demand in the mainland market continued to be weak, the market growth slowed down, and the excessive growth of the retail area would lead to a decrease in the number of people in the shopping area, so closing the store and stopping expansion were inevitable choices. < /p >
< p > < strong > Giordano is not "one person is fighting" < /strong > /p >
< p > in the face of increasingly fierce market competition in the mainland, it is not the Giordano family that once had the title "Asian Gap". < /p >
< p > yesterday, the reporter saw that the four storey storefront, the top floor, had been converted into a special discount at the ME&CITY's Three Gorges Plaza store. 80 percent off canvas less than a target= "_blank" href= "http://www.91se91.com/" > shoes less than /a, 100 yuan 3 short sleeved T-shirts... The display of goods is very intensive and the discount is considerable. < /p >
< p > despite the Metersbonwe's unusual way, Transformers's 2 in 2009 and Transformers 3 in 2011 all have different forms of brand implants. They also get the authorization of the film products, launch the theme T-shirts of the movie, and launch interactive marketing. However, the first quarter earnings report released last month showed that the company's operating income dropped by 15.72%, and net profit fell sharply by 46.99%. < /p >
While the expansion of Metersbonwe seems to have slowed down, there are only 176 new outlets in 2012 in the year of P. < /p >
"P", "in the past few years, the United States and barn shops expanded very fiercely, but sales were weak, and inventories increased accordingly." Zhou Fei said. < /p >
< p > according to the 2012 annual report released in April of this year, < a target= "_blank" href= "http://www.91se91.com/" > textile < /a >, the total inventory of 50 listed companies is about 57 billion yuan. < /p >
Why did P fall into the trap of "youth /p"?
< p > Metersbonwe, Baleno... These casual wear brands, once popular among young people, appear to have faded away in the most crowded commercial streets, and flagship stores in the past several floors have become a continuous discount shop. In the face of rising store costs, circulation costs and labor costs, what makes domestic casual wear brands not resist the pressure? < /p >
< p > < strong > internal distress > /strong > /p >
< p > < strong > brand positioning misalignment < /strong > < /p >.
< p > a well-known women dress brand distribution supervisor, Mr. Fan, said that once the first-line casual wear brand, at the same time, the marketing management level and product development ability had not been improved correspondingly, but the position was vague. As a result, it was out of touch with the market demand and eventually led to a large number of consumers. "Spokesperson like Baleno, Faye Wong and Huang Xiaoming, the image of spokesperson is very different. It is not easy to capture the target consumer group." < /p >
< p > < strong > online shopping price is better than < /strong > /p >
Less than P, which is keen on online shopping, the difference of T-shirt itself is not big. It is the same everywhere, and online shopping has more advantages in terms of the richness of the style and the affinity to the price. "There are many brands on the Internet, many of which are more styles," a target= "_blank" href= "http://www.91se91.com/", "clothes less than /a". < /p >
< p > < strong > exogenous disease < /strong > /p >
< p > < strong > overseas "fast fashion" encirclement and suppression > /strong > /p >
< p > "foreign fast fashion" brand also has a big impact on domestic brands. Fan said, in recent years, H&M, ZARA, UNIQLO and other massive invasion, they have advantages over domestic brands in product design, sales channels, supply chain cycle and so on. Compared with domestic brand T-shirts, these overseas fast fashion brands have obvious advantages in terms of quantity and price positioning. < /p >
< p > besides, "now many foreign brands are well aware of domestic consumers'" psychology of worshipping foreigners and foreigners ". Zhou Fei believes that these brands will cultivate the consumer concept of" integrating with the international market ", so as to strengthen their brand and expand sales in the mainland. < /p >
< p > < strong > "sea generation" low impact < /strong > < /p >
Overseas purchasing by P also took away part of the clothing store's business below the line. < /p >
< p > "the price of overseas purchasing is 5~7 discount of domestic counters, even if it is domestic brand, the purchasing price is far lower than that of physical stores." Miss Jiang in the north of the Yangtze River said that the proportion of her purchase and physical purchase was 9:1. "I bought Ma Ma poem for my mother only 1800 yuan, and the Chongqing counter price is 4200 yuan." < /p >
"P >" is the same as the genuine product. The price of overseas purchasing is several times higher than that of the domestic counter. This shows that the "foreign brand" has a "high" price in the domestic market, and advertising costs, taxes and fees are boosting its selling price in the domestic market. Mr. Fan said. < /p >