Mei Bang'S Desire To Become A Pioneer In Garment Industry O2O Has Not Improved Significantly.

Known as "no ordinary way" of the American Apparel, is becoming a pioneer in the clothing industry O2O. Create hundreds of experience stores, develop WeChat members in the stores, and share the same price on the same line, so that the voice of "reverse performance is coming" in the industry. However, in a recent institutional exchange meeting, the company executives admitted that "O2O is still in its infancy, and its performance has not yet been significantly stimulated."

　　 American bond O2O coat

According to the financial report, from 2013 to September, the net profit of American Apparel was 382 million yuan, down 49.12% from the same period last year. The net profit attributable to shareholders of Listed Companies in 2013 is expected to decline from 30% to 50%.

But between July and October last year, the company's share price nearly doubled, just because the company was wearing a fashionable O2O coat. Reporters learned that in an institutional research before the Spring Festival, the US state clothing executives described to the people present: shops will not be limited to static offline experience, no longer a simple shopping place, but also a drainage carrier for business electronization.

Reporters learned that such a O2O mode of life experience shop, at present, the United States and the state launched not less than 6 nationwide. In the case of Hangzhou experience shop, a small area on the five floor has opened a small capital coffee bar, log style, Fan Er's wall decoration, and the apron's waiter.

According to the company's assumption, consumers can buy coffee products on their own state purchase platform, and make an appointment through the mobile phone terminal. If you don't want to carry your clothes on the street, you can also send the next generation to your home in order to realize the mutual conductance between online and offline. Senior executives told people that the experience shop would then work with musicians and artists to become the landmark of fashion life. In the coming year, the United States will launch more than 100 experiential stores nationwide.

For everyone concerned about the cost of transformation, the company said, "these 100 stores are new, not transformation, RE development." Due to creativity and design rather than hard decoration, the cost of decoration is cheaper than before. Affected by the cold wave in the clothing industry, executives revealed that the company's traditional outlets continued to decline year-on-year and annulus performance, but the shops that completed the transformation improved significantly, and the rate of entry and conversion increased.

A researcher from Shanghai Securities brokerage told reporters that the price of Smith bond is lower, which is good for the company to test the water O2O mode. "In recent years, the United States has been interested in fast fashion brands like H&M and UNIQLO, but it still can't see its advantages in terms of design and quality."

It is in this survey that senior executives admitted that O2O is still in its infancy. At present, the problem of getting through the payment system and the problem of members getting through has not yet reached the obvious pulling stage.

　　 New products are out of commission.

In fact, exactly. product development On the other hand, the United States encountered no small trouble.

Careful consumers will find that nanomaterials and autumn warm clothing are spread all over the States. According to the official definition of "new calorie nanorie", "the heat storage fiber made by this process can increase by 5 degrees Celsius under the same time and heat source."

But in early January, Yao Xiaoman, chairman of the China feather and down industry association, publicly questioned the so-called nano cashmere launched by the US state clothing, which was suspected of misleading consumers, intending to publicize it illegally. "Nano velvet is actually polyester fiber, the price is relatively low, and the United States intends to gather 00 ester fiber to" nano "and" velvet "on the basis of direct comparison with the down, but in fact it is cheap bulky cotton to add" technology, natural "concept. It is worth mentioning that the price of the United States Nano series is priced at 300-500 yuan.

In response to external questions, Mei Bang clothing has responded urgently. Nano velvet products are strictly up to the relevant standards and have passed the inspection of many geological supervisors and industry and commerce departments. The main demand in advertisements is about the effect of nano cashmere warming, and there is no misleading public opinion that it has any connection with feather down.

In the aforementioned agency research, this dispute was raised. In this regard, the United States state executive explained to reporters, at present, nano velvet has applied for patents, 1 years can be applied. The company emphasized that the sales of nano velvet products were not affected by the down association's query.

"The attitude of the company is still being ignored, and the core issues such as the cost and effect of nano velvet are still blurred." The former Securities researcher said to reporters.

　　 Performance reversal pressure

　　 American Apparel The impulse of large shareholders' reduction is also a big stone hanging on the minds of institutional investors. In October 19th last year, the company issued a prompts announcement that the controlling shareholder Shanghai Huafu investment and Hu Jia Jia proposed to reduce the shares by no more than 10% of the total share capital of the company. The reason for the reduction is to increase the liquidity of the two market shares, so that the two tier stock market prices can better reflect the true value of the company, so that more investors can share the company's future performance growth and value enhancement, and enhance the holding company. Financial strength and personal investment needs. The company said so, attracted the "most wonderful reduction announcement" evaluation.

The reporter learned that executives explained to the organization that the holding company was reduced. First, the shareholding ratio reached 80%, and the social circulation was very small. Everyone had been watching when to reduce it. The two was that the controlling shareholder bought the 60%-70% stake, and objectively needed money, and three considered equity incentive.

Prior to this, Smith Barney clothing launched equity incentive, to the company vice president Lin Haizhou and sales director Liu Yi granted 6 million 600 thousand shares of restricted stock (including 600 thousand reserved), the performance requirement of unlock is 2014-2017 years, the company's net profit is not less than 850 million yuan, 990 million yuan, 1 billion 140 million yuan and 1 billion 320 million yuan respectively. A researcher analyzed that, according to the 2013 decline of 30%-50%, it also meant that the net profit growth in 2014 should be no less than 43%-100%, and the net profit growth in 2015-2017 years should be no less than 16.5%, 15.2% and 15.8% respectively.

This gives the outside world the signal to reverse the performance of the company in 2014. However, a researcher who went to the research revealed to reporters that the company had achieved some pressure to unlock the performance requirements in 2014. The percentage of unlocking this year was 10%, which accounted for little of the two executive equity incentives.