"The First Clothing Brand In China" Is Tired.

This spring, for

Clothing is slightly cold.

According to the performance bulletin recently released by Smith Barney, the United States

Net profit plunged 396%, a loss of 431 million yuan.

The United States costumes, which never took the unusual road, lose for the first time in the seventh year of listing, and at this juncture, they try to make some achievements in the pformation of enterprises. As far as the present is shown to the outside world, they are constantly trial and error. This almost radical pformation has long been criticized by the industry.

However, in the words of Zhou Chengjian, chairman of the American Apparel, "pformation is painful. The biggest challenge facing traditional enterprises today is whether they know how to use the Internet and have no determination to make up their minds. The cold winter in traditional industries will get colder and colder.

"Internet +" is a new business path, even if it is a narrow escape from death. We have to give up short-term interests to seek pformation in the past two years.

It is noteworthy that the American Apparel has fallen from the annual net profit of more than 1 billion yuan to today's losses, and forced to close the shop. The former China's first clothing brand now falls down the altar, and the road ahead remains unpredictable.

Zhu Qinghua, a researcher at CIC light industry, told reporters that more and more clothing companies are moving towards a pformation. The pition of border crossing such as Smith Barney should match their own resource base. After all, traditional clothing thinking and market will inevitably be deviant. Some short boards are difficult to complete in the short term.

"The first clothing brand in China" is tired.

It may not be expected that the United States would face such a pcript after 7 years of listing.

In February 27th, Smith Barney apparel released its 2015 annual performance bulletin, which said the company achieved operating income of 6 billion 285 million yuan in 2015, down 5% compared with the same period last year. Operating profit reached 150 million yuan, down 184% compared to the same period last year. Net profit attributable to shareholders of listed companies was -4.31 billion, down 396% from the same period last year.

The company said that its performance has changed, mainly due to the continuous improvement of the company's direct retail business during the reporting period.

The growth of business and online channels is obvious. "However, the adjustment of franchise channels is still lagging behind the direct channel, resulting in a certain decline in wholesale revenue."

Last year, when the 20th anniversary of Smith Barney fashion was established, it seemed that the performance was hard to foil the festive atmosphere, and it was a little sad and sad.

Despite the popularity of Jay Chou in the 20th anniversary celebration, behind the scenes of the grand bustling scene, it is the path of the same lively clothing industry that has been pformed from prosperity to the present.

The reporter noticed that in the previous financial statements, as the first dress brand in China, it shows the fatigue in the market game that is full of Internet and e-commerce.

According to the results of the financial report, in the first quarter of 2015, the overall revenue of the US bond apparel reached 1 billion 753 million yuan, down 4.75% from 1 billion 841 million yuan in the same period last year. In 2014, the United States achieved 6 billion 620 million yuan in revenue, compared with 7 billion 889 million yuan in 2013, a decrease of 16.08%. In 2013, compared with the 9 billion 509 million yuan in 2012, its revenue decreased by 17.03%.

Looking at profits again, operating profit in 2014 was 178 million yuan, down 65% compared with 2013, and operating profit in 2013 was 510 million yuan, down 42% compared with 2012, and 2013 operating income dropped 33.4% compared with 2011.

That is to say, as early as a few years ago, the profit contribution of the American margin clothing has declined considerably, and many internal and external causes have caused a huge loss in 2015.

In fact, from 2011 to now, the domestic garment industry has undergone tremendous changes, the impact of the electricity supplier and the adjustment and integration of its own industries. The listed companies like YOUNGOR have tried the real estate industry to seek greater profits.

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Transformation of the Internet to pull through the crisis

Last May, at the scene of the 20th anniversary anniversary of the founding of the United States, chairman Zhou Chengjian launched the "fan" APP to the outside world, and then "fan" APP twice invested in the famous variety show "wonderful flower".

According to media reports, in the first quarter of the "wonderful flower", the sponsorship of the United States border clothing reached 50 million yuan, second times actually more, but did not disclose to the outside world.

It is understood that the "fan" download volume is currently increased to 9 million, active users in the day around 300 thousand, from sponsorship to users, how to plate into real gains is regarded as a key move.

Cai Minxu, a leading member of the US bond, responded to the media, saying: "the promotion of not wanting to make money is a lie."

Ambitious "fan" launched nearly a year, Zhou Chengjian was seen as the third pformation.

This is a major move in 2015 that the United States decided to shift its focus from line to line and force mobile Internet applications.

In Zhou Chengjian's view, "fan" APP has completed the closed loop of traditional O2O. Besides opening up online and offline, it can provide zero cost entrepreneurial space for the platform entrepreneurs. "Fan fan" is the upgrade and perfection of the O2O mode.

"Fan" APP is actually an intelligent entrepreneurial tool and fashion platform based on mobile terminals. However, it is still hard to make clear whether APP based on Internet gene and post-90s thinking can make money for Smith bond.

"Fan" is regarded as an upgraded version of Zhou Chengjian's network.

As early as the end of 2010, the United States and costumes put their own e-commerce platform on the line. At that time, the action of the United States and costumes was quite avant-garde, leading a number of Internet companies in the country, realizing the consumption of sweeping codes in the physical stores, and realizing online shopping and offline replacement, which were quite fashionable 6 years ago.

However, later, such as fan and other clothing brands appeared, vertical electricity providers to flat channel advantages, completely realized or subverted the model of American Apparel.

In 2011, the United States and the State Council launched the advertising campaign of "I am a new national product", asking Jay Chou to endorse the publicity, but this kind of action exacerbated the contradiction between American Apparel and franchisees and direct stores, and from clothing style to price and other activities made the inventory high.

According to media reports, in 2009, the United States apparel inventory was 900 million yuan, increased to 2 billion 500 million yuan in 2010, climbed to 3 billion yuan in 2011, under high storage pressure, sales did not grow as expected.

At the beginning of 2012, Shenyang Wanguo Securities released a report that it had reduced its inventory to 2 billion 500 million yuan by the end of 2011.

However, at that time, the net assets of Smith Barney were 3 billion 200 million yuan.

In fact, in 2011, when the net profit was 1 billion 206 million yuan, the performance of Smith Barney clothing began to decline.

In response to the "fan" platform's investment amount, the reporter did not respond to the verification, but his chairman Zhou Chengjian said publicly that there were already more than 4000 stores under the main line of grafting under the "fan" platform, which would not be like traditional Internet companies relying on "burning money" to exchange traffic.

In July last year, the United States unveiled a plan to raise fund-raising funds, which was intended to raise 9 billion yuan, of which 6 billion yuan was used for the construction of O2O all channel platform. However, in November of that year, the United States dress announcement announced that the total amount raised would not be more than 4 billion 200 million yuan, from platform construction to brand sales platform, and its investment amount was reduced from 6 billion yuan to 1 billion 200 million yuan.

Ma Gang, an independent fashion designer, told the media publicly that although the pformation of American Apparel is very firm, the cost of pformation is very high, and the important thing is whether we can persist.

It is believed that the pformation of the US state has been radical. Zhu Qinghua, a consultant of CIC, told reporters in the Yangtze River Commercial Daily that although the United States was one of the earlier garment enterprises, the United States has not yet explored a more mature development route because of the larger span of cross-border Internet.

Semir made great success in the field of children's wear.

Compared with the huge loss of American Apparel, Semir clothing in Wenzhou is another scene.

In the same period, the United States apparel giant loss of 431 million yuan, Semir apparel net profit increased 23.16% to 1 billion 345 million yuan, the difference between the two net profit of nearly 1 billion 800 million yuan.

From the overall revenue perspective, in 2015, the United States and the United States apparel fell 5% to 6 billion 285 million yuan, Semir clothing revenue grew 15.74% to 9 billion 430 million yuan.

The reporter of the Changjiang commercial newspaper noted that in 2013 two years ago, the revenue of the two was only 600 million yuan.

In the same place as Wenzhou, Zhejiang, how did the difference between the two landmark brands expand?

The center of American Apparel has always been the design and production mode. In 2011, when it realized nearly 100 billion yuan in revenue, it imitated high-end brands and became a market hard hit.

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Unlike the radical pformation of American Apparel, Semir showed a wise side.

Reporters noted that the development focus of Semir clothing did not leave the garment industry, but found a growth point in the field of children's clothing industry segmentation.

In 2002, Semir clothing began to enter the children's clothing market. As of now, children's clothing accounts for about 32% of Semir's total clothing revenue. Its brand balbala market share is 4%, and its growth rate has been over 25% for three consecutive years.

However, in the same city, Mei Bang clothing has also been arranged in the children's wear market, and has launched its own children's wear brand.

However, this strategy did not bring great benefits to the American Apparel. According to the China children's wear market report released by the European Rui executive in 2015, the market share of Chinese apparel in 2015 was 0.35%, and the difference between the costumes was very large.

The reporter found that the growth of Semir's clothing performance mainly came from the development of children's clothing, which is the temporary shortage of American Apparel.

Semir apparel released its performance bulletin in February 27th. Its main reason for its growth is the company's efforts to strengthen product research and development, reform its sales system, and promote the layout of the whole channel. The continuous development of casual wear business and children's clothing business and the rapid growth of online business have promoted the sales revenue growth of the company.

Zhu Qinghua, a consultant to CIC, told reporters that Semir had entered into the field of children's clothing at that time. The market concentration of children's clothing was still low, and the less influential children's clothing brands. With the good product quality and strong marketing ability, Semir achieved a great success in the children's wear market.