U.S. State Transformation: Electricity Supplier Pformation Intensified "Left And Right Hands"

Recently, the apparel industry, the first test of the Internet, the United States announced that the United States will plan to raise funds for the Internet big data and O2O construction 9 billion yuan of funds cut to half, adjusted to 4 billion 200 million yuan.

Among them, not only because the share price falls, the issue price will be reduced from no less than 8.28 yuan to not less than 5.94 yuan, but also directly reduce the number of issued shares from no more than 1 billion 87 million shares to no more than 707 million shares.

Guo Fanli, director and research director of CIC, said that the initiative to lower the financing limit indicated that the company is still in the "cold winter" period, and the situation is not optimistic.

In fact, if the time is pushed back for two or three years, it is not surprising that the United States is not performing well, because the whole environment is very bad. Most of the clothing enterprises have high inventory and weak sales, but now the clothing market has been gradually warming. The performance of many clothing listed companies has gone through a big reversal. For example, Semir, news birds, YOUNGOR and so on increased significantly in the 1-9 months this year, but in view of the United States, its performance loss is as high as 177 million yuan.

Since its establishment in 1995, the United States has been developing smoothly and has been a benchmark enterprise for casual wear in China. However, when ZARA and H&M entered the Chinese market in 2006, it was rapidly developing.

With the personality and high performance price ratio, the market share of China's clothing has been carved up.

The answer of the US state is to imitate the operation mode of ZARA, and to develop fast fashion.

But for the United States, the pition is more than enough.

The key to fast fashion development is fast and stylish.

ZARA and H&M can generally accomplish design, production and delivery within 15 days, but the speed of Smith Barney is about 70 days.

In time, the United States and the United States have lost a great deal. When the state of the United States went on the market, the trend of the trend has changed.

In addition, the United States mainly joined the agency system. Under this agency mechanism, the franchisees usually make orders to the United States. In order to reduce the risk of sales, franchisees are often limited to ordering best-selling funds, which makes some personalized clothes manufactured by the United States bond difficult to distribute well and increase the company's stock.

Around the year 2010, the development of van customer's life was hot, and its vertical clothing business mode was valued by the US government because vertical electricity providers had the characteristics of light assets, light channels and low inventory, which could help the us to realize the quick response of the supply chain.

Therefore, the United States began to take the lead in the pformation of electronic commerce. In December 2010, the electronic business platform of the United States Bon bought online.

Contrary to the expectation, the state Bon network has not brought more improvement to the company's performance development, but has intensified the inner struggle of the company's channel.

After 2008, the United States was committed to expanding.

Quantity, due to different discount from direct stores and franchisees, there has been more intense internal competition in Direct stores and franchisees, and the discount of electricity providers is lower, which further exacerbated the internal contradictions.

It is difficult to coordinate the styles, prices and even discount activities of various channels, so as to further increase the stock of Smith Barney.

Pay attention to channel expansion, but do not give full play to the advantages of various channels, so that all channels can form synergy effect.

After trying O2O pformation, the United States turned its attention to the mobile internet field, and vigorously developed APP.2015 in April. Fan APP came out ceremoniously. Fan APP is a dress matching platform, and supports one click purchase. There is a lot of similarities with the American fashion mix APP Polyvore.

This APP has spared no effort in marketing, naming the popular network variety show "wonderful flower". However, even in this popular program after 90's, it's hard to provide effective support for fan APP. As of October, APP downloaded was only about 200000.

The main reason for the failure of fan APP is that it is difficult to guide the fashion trend, and the aggregation force of fashion designers, buyers and brands is not strong enough, and the ecological chain is not yet perfect.

There is no doubt that the United States is actively carrying out pformation and innovation, and its spirit is good. At least, it is trying to explore how to survive better under the new normal. It has not reversed the main business direction for short-term interests, and its direction of pformation is also more correct.

But what the United States should pay attention to is that any pformation can not just stay in the form. The pformation of business mode needs to touch all aspects of the company's operation, supply chain, channel and so on. Only when we solve some essential problems can we get more and more smoothly on the road of pformation.

In the case of the development of electricity supplier business is mediocre,

Still continue to overweight Internet pformation and move towards O2O.

In 2013, the United States began to build O2O experience store in the whole country.

Its O2O experience store features a combination of city characteristics and store upgrading to create a situational shopping experience. Besides providing a variety of O2O services, it also provides leisure areas for coffee snacks.

But the United States spent so much mental experience in experiential shops that consumers still did not buy it. Over 2 years passed, whether Chengdu, Hangzhou or the Chongqing experience shop launched after the upgrade were very few visitors.

This is mainly because the United States has not pinpointed the demand of consumers. For consumers, it is very important to shop in the physical shop. If there are not many stores and few clothing styles, it will be difficult for consumers to keep the pace of consumers even if there are more leisure services.

Although the O2O mode is indeed an important pformation direction of the current garment enterprises, but few successful cases, it is justifiable that the United States is frustrated on the rough road, but the cost is also greater.