How To Save The US State Performance Of The Clothing Company

In the recent quarter, the clothing market has been showing a state of ice and fire. The idea of wonderful flowers on the market is still a mystery as to whether this wonderful flower can save American state performance.

Leisure time

Brand competition is becoming increasingly fierce.

"I usually tend to buy H&M, Forever 21."

Wei Yaqin, who is currently in junior high school in Nanchang, Jiangxi, told reporters that she was not very willing to buy domestic clothing brands at ordinary times.

This view is very few among the current young consumers, and this has already affected the sales situation of domestic apparel companies, making it very embarrassing for companies that were very popular in those days.

How to catch young people

For example, the 2015 financial report released by the United States apparel (hereinafter referred to as "American bond") shows that its total operating income is 6 billion 294 million yuan, down 4.92% from the same period in 2014, while net profit fell 396% and 431 million yuan.

This is the first loss in the first seven years of the listing.

The explanation given by the US side is that because of the fierce competition in the casual wear industry, although the company has a strong market position in the domestic casual wear retailing industry, with the continuous segmentation of the market, the competitive pressure from the domestic and foreign competitive brands will continue or even increase, which may lead to a reduction in the price of the product or a decrease in sales volume, thus affecting the financial situation and business performance.

In fact, in recent years, the founder of American state

Leading the company's team has been making many improvements and adjustments, such as optimizing the supply chain of the company, adjusting the sales channel, adapting to the layout of the Internet trend, promoting the 020 and the on-line of APP.

Wei Yaqin and her roommate usually catch up with a network variety show called wonderful flower.

As a homemade program on Iqiyi, at the beginning, the "wonderful flower" was sponsored by the US bond, and the title of the second and third phase was changed to the name "APP" which was promoted by the US government.

It is no doubt that the aim of this online drama is to pull back its main sales people.

In the latest quarterly earnings report, the company said its core brand Meters/bonwe, the same name, would return to focus on 18~25, a young target consumer group.

Brands try to be fun, fashionable and cutting-edge.

The continuous launch has indeed increased the popularity of the United States and the government. Today's "wonderful flower" has become a phenomenal program and enjoys a high reputation.

In the second quarter, the total volume of "wonderful flower" is over 600 million. According to the AdMaster SEI evaluation system, the popularity index of fan APP is 288, and the recognition of "fan" has increased by six times.

"Everyone knows that."

However, Wei Yaqin is indeed remembered by program.

But she still feels that the costumes in the program are "strange and exaggerated".

The 20 year old girl said.

However, at present, these marketing has not yet brought any substantial effect to this enterprise.

Burst point in subdivision field

Of course, freezing point is not only a problem of the American family.

According to statistics, at present, 20 clothing enterprises in Shanghai and Shenzhen two cities have released their financial data in 2015, of which 12 net profit has fallen, accounting for 60%.

It can be seen that the cold wave in the clothing industry is continuing.

In order to break through, many enterprises began to diversify and buy some cross industry projects.

But it is clear that the United States has not yet made this plan.

Zhou Chengjian himself has said abroad that he is unwilling to invest in other industries besides clothes.

From the company's performance, almost all of them are centered around men's and women's clothing.

Comparable with the US state, it is another 002563.SZ, a clothing enterprise that started in Wenzhou.

The company's position is similar. Semir's products are mainly aimed at "16~30 year old young people who pursue fashion and fashion."

In terms of body size, there are about more than 3700 stores in the United States, while Semir stores around 3500 in the country.

The two companies have always been seen as competitors in the industry, but Semir's performance in 2015 is superior to that in the United States.

The former achieved 9 billion 450 million yuan in 2015, an increase of 16.1% over the same period last year. The net profit of shareholders belonging to the listed company was 1 billion 350 million yuan, an increase of 23.5% over the same period last year.

Min Guangya, an expert in clothing retailing industry, told reporters that from the perspective of adult clothing, the level of Semir and Smith Barney is almost the same, and there is not much difference.

"Semir's adult wear has not increased much in recent years.

Semir's children's clothing business is mainly brought about by the substantial growth of Semir.

Min Guangya pointed out.

Reporters looked at the annual reports of both countries, and found that more than 90% of the United States and the United States currently account for adult men's wear and women's clothing business.

Although there are Moomoo and Mi Xi's two children's clothing brand businesses, they are classified as less than 5% of other products.

Semir is completely different. Its children's clothing brand balbala has become an important business. In the current Semir's revenue share, children's clothing business accounts for about 42% of the total, while balbala has 3864 stores nationwide.

"Planting flowers willfully and deliberately, planting willow willows without any intention."

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd. commented that "it was originally a competition in the main industry outside the competitive advantage of his way to try, did not expect to find a break point in the blue sea of children's clothing."

The steady growth may be a successful example of a traditional clothing enterprise in the changing environment of consuming habits.

At present, the development strategies of the two companies are different.

Semir has found its new development space and performance growth point in the market segments, but it seems that the United States seems to be thinking about how to find its own way from "fashion and trend". It learns from those overseas brands trying to cooperate with IP in making explosive loans.

It is worth noting that in the quarterly report released on the same day in April 25th, Smith Barney's operating income was 1 billion 920 million, an increase of 9.56% over the same period last year, with a net profit of 51 million 373 thousand yuan, an increase of 32.38% over the same period last year.

It may take some time to digest.