Smith Barney Clothing Revenue, Net Profit For Three Consecutive Years Of Decline, Pformation Pains Continued

P > < strong > revenue and net profit declined for three consecutive years < /strong > < /p >

< p > only 5 months ago, Zhou Chengjian, a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > (002269), chairman of the board of directors, at the opening ceremony of its flagship store in Hangzhou, also made bold statements to achieve the goal of 100 billion fortune dreams worldwide. Now, however, he has to worry about how long the labor pains brought by this pformation will last.

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< p > April 24th evening, the American state dress (hereinafter referred to as "American state") announced its annual report in 2013.

The report shows that its operating income and net profit attributable to shareholders of listed companies declined for three consecutive years, operating income fell 17% in 2013, operating profit fell 42%, while net profit attributable to shareholders of listed companies decreased by 52% compared to the same period last year.

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< p > < strong > the business income of the direct franchise store is down by over 15%, < /strong > /p >

P, as early as 2009, the United States tried to build its own online shopping platform, but this vigorous e-commerce attempt stopped after 3 years because of "huge investment and uncontrollable financial risks".

Soon, the United States and the United States to take the "O2O" as the core of the electricity supplier strategy, but until last year, only to find the way through the direct experience inn store will start the path of O2O concept.

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< p > 2013, the United States has reformed a number of well located and larger outlets in the first tier cities according to the requirements of "one city, one culture, one store, one story".

In Guangzhou, the flagship store in Beijing road is featured by "Flower City". This is also the fifth experience shop in the United States after Xiamen's southern Fujian customs, Chengdu Kuan Alley and Zhai Alley and Hangzhou central station concept.

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< p > in the upgraded stores, the poster on the wall and LOGO on the label of < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > can be seen everywhere, and there is also a two-dimensional code directly connected to the online shopping address. The way of the United States is to upgrade the physical shop into a better online shopping fitting room. "If you want to continue shopping and do not want to carry the clothes purchased in the store, you can place the order directly in the state purchase network. If you originally placed the order in the state purchase network, the physical store will also become the customer pick up point of the online order."

The shop assistant explained this.

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In the performance appraisal, P also began to change its strategy.

As long as the order is placed on Bong, the final destination will be the performance appraisal.

If the receiving address is within the scope of franchisee, the franchisee will be divided into 10%~20% revenue. If it is a direct store, it will be divided into direct stores.

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< p > Zhou Chengjian thinks that the O2O strategy of the United States has the right place, the right place and the right person.

These fashionable ideas look beautiful, but the data on performance are frustrating.

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< p > 2013 annual report shows that both direct and franchise revenues have declined by more than 15%.

In addition, the United States and the national stores closed to more than 200, it is understood that most of the closed stores are direct stores, which affected the gross profit margin of the company's Direct stores, which rose by 4 points compared with last year.

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< p > at present, the proportion of new experienced stores in the whole country is only 0.5% of the 5000 shops in the country, and the US state side claims that the store upgrading will gradually advance after 2014, and 100 such shops will be established in the provincial capital cities later.

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< p > < strong > the effect of imitating foreign capital fast fashion brand has not yet appeared. < /strong > < /p >

< p > more fierce than the impact of the electricity supplier is the attack of foreign fast fashion brands.

As an old brand a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >, the United States has to face the fact that the old customers are slowly shifting with age and consumption habits, and the new generation of young people can not grasp them. Foreign brands are now absorbing the group with fashion discourse power.

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< p > under the situation of high domestic apparel brand inventory and tight store closing, foreign fast fashion brands represented by ZARA and UNIQLO are expanding rapidly.

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< p > America is considered by ZARA to be the most loyal learner in China, but its stock is criticized.

In 2013, MB has improved its inventory. After three years of de stocking, it has about 1 billion 580 million yuan in stock and 23.55% in total assets, which is 5.05% less than that in 2012.

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In October last year, Zhou Chengjian appeared in a new product conference in the US by wearing an orange vest. The company claimed that the new product contained new calorie nano velvet, and the products were adapted to the products of different ages. The series of behaviors were interpreted by the outside world to strengthen the pformation of P.

Insiders said that in recent years, the pformation of the United States and the United States were obvious to all. With the ZARA, H&M and foreign fast fashion market competing for the market, the United States hopes to find another way, which is to replicate the successful mode of UNIQLO.

However, when the launch of the new product was launched, Yao Xiaoman, the chairman of the down industry association, publicly questioned the false propaganda. The latter said that nano velvet was actually polyester fiber, and the price was relatively low.

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