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Power Tyrant Men Wear "Worst Market Downturn" Franchisee General Loss

2013/6/27 8:24:00 48

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the "familiar jacket" is a familiar advertisement. It has made "a href=" http://www.91se91.com/news/index_f.asp "strong tyrant male" /a "one of the well-known brands of Chinese consumers. It has also made the" strong tyrant men's clothing ", the first township enterprise that started with two bedsheets, has grown into the top three of the Chinese men's wear brand market share.

benefiting from the successful sports marketing and brand promotion, the performance of the powerful male suit entered the 2000 and its performance rose sharply.

According to the figures provided to reporters by the former vice president of the 2010, the sales volume has reached more than 20 billion. "Now there are more than 3000 stores in the whole country, basically realizing the full coverage of the first tier and the two or three tier cities.

We will land in the capital market in 2013 or 2014.

Now, we have completed the reform of stock market and put it on the agenda.

however, recently, a letter from the director of the company to the staff came out of the company, which revealed that it was such a brand that was important in the domestic "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry. It also encountered an unprecedented cold market in 2012.

in this letter, which is nearly 3000 words, the top brass of the men's clothing is sincere and admits, "we are facing the most serious market downturn in history this year."

However, the letter did not disclose the specific operating figures in detail.

let the top managers of Henderson be more worried that with the decline of the men's clothing market, there are still many problems in the management of the strong men's clothing, such as the management disorder, the corruption of employees and management due to personal gain.

The letter pointed out, "I have been constantly aware that the existing internal management and working style of Jin Ba has far exceeded the market's blow to us."

reporter recently telephoned the brand management department of the strong tyrant men's department to verify the information mentioned in the above letter. The person in charge of the Department confirmed to reporters that the contents of the letter were true, but it was not written by Hong Zhaoming, chairman of the board, but by President Hong Zhong Xin, but she stressed, "this is the internal affair of our company, and the letter is also the internal mail of the company, which has nothing to do with the outside world, and does not have to tell the outside world".

despite the fact that it is not too much to explain, the content of the above letter has been circulating on the Internet for more than a month. Its side goal is not only the garment industry's peers, but also the collective learning behavior of some companies that are facing the same problem.

this also makes the men's clothing, which has rarely become the protagonist of the news event, attracted widespread attention through this letter from the chairman to the staff.

Company information shows that the "strong tyrant" men's wear was founded in 1980. Currently, it has fixed assets of 530 million yuan, and more than 3000 brand management stores with unified image management have been set up throughout the country. The company is committed to building the "world jacket's first brand".

In the selection of the relevant institutions, in 2012, the 9 years were the 500 most valuable brands in China, ranked 50 in the brand value of 22 billion 686 million yuan, and continued to win the first value brand of China's casual men's wear.

franchisee said that the price increase could not be returned, resulting in a loss of stores

In reply to reporters' mail, "P" again told reporters that the outgoing letter was "sent out to the internal staff for the needs of the development of the company's management, and its outflow of non driving company's initiative."

It also claims that "all the managers of the company will not accept any form of media coverage in accordance with the company's internal publicity policy requirements," as the content of the e-mail is related to the company's own business.

because the man is not a listed company, reporters can not find more information about the company.

And vice president and CEO, who had been interviewed by reporters two years ago, could not get through the phone.

according to the internal staff of the strong tyrant men's clothing, in recent three years, the executives of each position have basically changed their "one crop". Many executives, including the vice president of CEO and the director of public relations and the director of public relations, have left their posts. "Lian Jin or the hair of President Hong Zhongxin, he left the real power in 2011."

for Hong Zhongxin, "power tyrant encountered the most serious market downturn in history this year". The strong leader of the men's clothing supervision told reporters that since 2012, many stores have presented a loss situation.

Among them, a strong leader in Shandong Province, a supervisor who did not want to be named, pointed out to reporters that according to his understanding, there was no profit in 2012.

reporter then contacted the strong tyrant men's clothing in Beijing, Hubei and many other places, and the franchisees said that after entering the 2012, store performance declined seriously and inventory remained high. As a result of the headquarters regulation, sales could not be discounted. Many dealers in August 2012 had greatly reduced the order quantity of the men's clothing orders, and only completed the lowest order quantity demanded by the company.

among them, a franchisee Mr. Wang admitted to reporters that in 2012, the price tag of men's clothing was increased by 30%. The company also stipulated that no discount should be allowed, which led many consumers to shrink away. "This is one of the main reasons for the sales difficulties of RBA stores, plus the rent of the stores and the rise of staff wages.

As far as I know, there is almost no loss of strong men's shop.

"P", another joined trader, Mr. Li also said, "to be honest, it is really not easy to join the real strong men's suit. I joined the ten years of the men's clothing, except stock is stock."

According to his statement, joining the men's clothing of the powerful tyrant will have the corresponding task every year, but once the goods are ordered, the company will "regardless of your life and death".

besides, Mr. Li also pointed out that no discount rules were allowed for men's clothing, so that many old stocks could not be well digested.

"When we joined, we announced that there was a sound return mechanism, but after joining it, we told us not to accept any form of return. If you are the direct franchisee of the company, if you still have a provincial agent, then the style you get will be the only one that the provincial agent chooses to sell."

the male brand of the strong tyrant has no progress in the multi brand strategy for two years.

for the situation of the market decline of men's clothing, the industry has pointed out to reporters that this is inseparable from the unprecedented cold current of the entire Chinese garment industry.

Data show that in the first half of 2012, there were 2691 loss making enterprises in the garment industry, with a deficit of 18.89% and an increase of 50.62% in the previous year.

"P > clothing industry senior observer Ma Gang told reporters that" after decades of development, the garment industry itself has entered a period of weakness and is urgently needed to be upgraded.

The blind expansion of enterprises before opening up the malpractice is also revealed with the saturation of the clothing market.

Wang P, a provincial agent, said that in the past few years, many garment enterprises, including the strong tyrants, had been used to let franchisees enter a large number of goods in order to impact their performance. Although this would make a very good appearance in a short time, the goods were not sold, but only in the hands of franchisees. Now the consumption is sluggish, and the terminal is backlog, which is bound to be pmitted to the upstream part. "This is the reason why the power goes to this stage today."

reporters also found that in 2009, the men's clothing of the strong tyrant announced that the total number of stores was more than 3000. Now, over the past three years, the total number of stores has remained at more than 3000.

An internal staff member said, "some of them are unable to quit because of perennial losses, and some of them have joined the new ones. The total number of stores has not changed much."

to change the most serious market decline in the history of "the worst market in history" and solve the internal management problems currently exposed, Hong Zhongxin, President of the company, pointed out in the letter to employees that it would purge the interior.

He said, "we are going to have a thorough physical examination, please prepare for the physical examination."

Hong Zhongxin said that he would invite some employees who "do not agree with the values of power boss", "work with no effort, irresponsible, unenterprising attitude" and "do not ask for no merit but ask for nothing".

According to the internal staff of Jin Ba, it was not long after the letter was issued. Some of the employees inside the "strong man" were asked to leave, but the company did not disclose the specific number of layoffs.

internal rectification is just the beginning. It is obviously a bigger test for how to maintain competitive advantage in the market downturn.

As early as 2010, when the company founded the 30th anniversary commemorative ceremony, the strong male dress has publicly stated that it will open the multi brand strategy. "In the future, it will open up the international market through mergers and acquisitions," a target= "_blank" href= "http://www.91se91.com/" designer "/a" brand or some other foreign brands, but even if it purchases new brands, it will still focus on jackets, and will not be women's clothing, children's clothing and other businesses.

but there is still nothing new about this ambition.

Including listing, the company as early as 2007, has been pformed into joint-stock limited company, in order to focus on the domestic market, the company even refused to go to Hongkong and NASDAQ listed, only love A share market, now the market has been earthshaking, do not know whether the male tyrants can make a breakthrough in 2013 or 2014.