Another Look At The Costume, "Forever" 21.

For the "golden nine silver ten" clothing industry, the clothing brand entering the end of September will soon usher in the last quarter. In the industry, grief and joy still remain unstable, and crises and challenges meet with each other, spurring the brand to push ahead. In the highly competitive industry, there is no shortage of events. Zhonghua net takes inventory of the movements in the clothing industry last week.
　　 Domestic events: September 16th -9 20
The performance of Sanfo outdoor, animal husbandry and Pathfinder are all down. How to break the future?
In the first half of this year, the performance of Sanfo's three outdoor brands, outdoor, animal husbandry, and Pathfinder, all declined. Among them, the revenue and net profit of Sanfo outdoor and animal husbandry declined twice, and the Pathfinder faced the risk that the stock might be suspended. The Chinese Commercial Daily reporter found in the interview that many domestic outdoor brands are now in an awkward situation of "high or low." Under the background of the "Outdoors" campaign, how can domestic outdoor brands break down in the face of the attack of foreign outdoor brands and sports brands? Yang said that the maintenance and expansion of domestic outdoor brands is also very important. Some outdoor brands have begun to set up offline experience stores, so that more consumers can experience products, so that more young consumers can understand outdoor sports and love outdoor sports.
Zhongbao said: according to the earnings reports released by their respective brands, the performance in the first half of this year was poor. Among them, the Pathfinder also issued a risk warning notice that its shares may be suspended from listing, and diversification strategy can not make the performance effective. At present, domestic outdoor brand positioning is not clear enough, and it is in an awkward position of "high or low." The high-end outdoor products market is mainly occupied by overseas outdoor brands such as the ancestors, while the low-end outdoor products market is occupied by some scattered brands. Throughout the market, the rise in spending power and disposable time makes consumers happy to participate in outdoor sports, so the potential has not yet been fully excavated. For brands, offline stores need to provide consumers with a good shopping experience, which is more suitable for outdoor brands than electricity suppliers.
　 Hai Lan's home cut down love Rabbit clothing industry reluctantly revolution
Yes, the home of Hai Lan finally cut down the women's clothing business. The total transfer price is 382 million, and its beloved rabbit dress has been established for nine years, and has not yet gone public. "Men's Wardrobe", after all, "can not pretend" women's clothing. On the surface, it seems to be throwing arms at a broken arm, but behind it is a shrewd business logic. Some people say, cut down well, look at all these years, and make men's clothes all the same. You still have the energy to develop women's clothing, children's clothing and furniture life hall. Some people say that they can't do it at all? They want to eat and drink together, and a bowl of water is difficult to reach. Tucao goes to Tucao, once it's good and bad. It's not important. What's important is whether it's steady or dangerous. What's the development of the women's clothes after stripping?
Zhongcai said: "Hai Lan's home" this "rational stop loss" shocked the industry, most of which were recognized attitude. "Men's Wardrobe" abandons the popular fashion women's clothing brand, and will not have a great impact on income. This does not mean that the pluralistic matrix is omnipotent. Next, the group is about to start rectifying the reform. From men's clothing to women's clothing, it looks similar, but to Harean's family, which is plagued by overstock and lack of R & D investment, it is not easy to replicate magnificence. Temporary stripping can not only stop losses in time, but also make the big structure more stable and enhance, and focus more on the cultivation and adjustment of other businesses. We believe that after the appearance of AI Ju rabbit, it is expected to enhance the overall profitability of the Hai Lan home and reduce the fluctuation of operation, so that the company can reduce the inefficient input of resources and concentrate superior resources on the new brand with better development momentum.
　　 Age of customers: how to fail a successful 99%
Van guest began in the summer of 2007. In July of that year, Chen, Lei Jun and other 3 people started Vic with 7 million yuan. After three years, the sales tax was 118 million yuan, 298 million yuan and 1 billion 200 million yuan after tax respectively, which increased 153% and 303% respectively compared with the previous two years. According to the original plan, at the end of May 2011, customers will advance to the United States for an initial public offering of $1 billion a year. Once successful, it will be the largest IPO ever undertaken by Asian companies in the US stock market. However, bad luck. In 2011, the electricity industry trend was too bad, the capital market was sluggish, advertising fees were in arrears, and sales expectations at the beginning of the year were falling. At the age of 42, Chen changed his voice in the past, frequently expressing his dissatisfaction and anger in social media.
Zhongfu said, "how many people do you remember today?" Once brilliant, and because of the expansion too fast, let everything lose order. The expansion of SKU on a large scale has become one of the biggest mistakes committed by customers. It has to digest inventory and face cold waves outside. Development is too fast for product quality to be guaranteed. After that, Chen focused on polished white shirts until 2016, and told the public that more than a billion debt and nearly 2 billion of its inventory had been resolved. But at this time, the rising stars in the electricity business market have taken a firm foothold, and the efforts of everyone in the city seem to be at a low end. Having experienced inflation and loss, the best time has not been taken.
　 How do we go on the road of Busen *ST?
*ST Busen recently announced that 6 non independent directors and 2 supervisors, including Chairman Zhao Chunxia, submitted a written resignation report to the company. They resigned for personal reasons for personal reasons. Apart from the fact that the company will continue to perform its duties, the rest of the staff will not hold any positions in the company. From the hard wall to the clean up, the "loosening" of the company's management is evident in the reconciliation statement reached by the two sides in September 9th. Under the common goal of "shell preservation", the two sides agreed to reach agreement on major issues such as follow-up governance of listed companies as soon as possible. With the new and old two party forces moving from confrontation to a smooth transition, investors also responded to this "enthusiasm". *ST Busen shares rose 9.55% on 17 and 18 days. From the board of directors' interception of shareholders' motions to the shareholders' meeting, the *ST Busen management, which had staged the control of "war of defense", finally handed over all seats on the board and board of supervisors, leaving only one person to retain the position of general manager.
Zhongfu said: on the one hand, the incumbent management group resigned on the one hand. On the other hand, the new big shareholders were going to load related assets, and the struggle for control over *ST for several months, which had been entangled in months and months, seemed to be drawing a new chapter. In fact, the two sides made a joint statement which was released in September 9th. The two sides decided to safeguard the interests of listed companies and realize the high quality development of listed companies as the "greatest common divisor". By strengthening the main business management, assisting the listed companies to develop new businesses, and jointly handling the violation of guaranty litigation, we will strive to achieve profitability in 2019. Fight hard. How to solve thirst in remote water has become a new problem in front of *ST Busen.
　　 International events: September 16th -9 20
Fast fashion brand Abercrombie&Fitch speeds up shop closure
A net loss of $19 million 200 thousand in the first quarter. Recently, the American fashion brand Abercrombie&Fitch (abbedon & Fitch, hereinafter referred to as A&F) said that the plan will accelerate the pace of closing stores. According to A&F's first quarter earnings, sales increased from $739 million in 2018 to $734 million, up from the expected $733 million 400 thousand. But still a net loss of 19 million 200 thousand dollars. For the second quarter, A&F is still unable to resist decline, and net sales are expected to remain flat to 2%. Some analysts say that the poor sales outlook in the second quarter will be the reason why share prices have fallen. So far, A&F has shut down three large stores worldwide, including the Hollister store in the SoHo community of New York; the A&F store in Fukuoka, Japan; and a A&F store in Milan, Italy, which will accelerate its closing up.
Zhongfu said: when the performance is not good enough, fast fashion A&F first is to stop losses by closing stores. As far as A&F brand is concerned, its performance is difficult to break through a deeper reason, and its development mode is conservative. At present, the electricity consumption has become a trend, especially in the youth group, but A&F still uses the traditional marketing mode of the male and female salesmen in the store. On the other hand, A&F shop decoration is too nightclub wind, dim lights, and consumers can not see the color of clothes and the effect of consumers after trying. In the fast fashion industry, fast fashion is on the decline. How can this once spectacular mode avoid "flash in the pan" and how to regenerate Nirvana? We can see that ZARA is still expanding against the wind, H&M is starting to sell its external brand goods, and Morima Mikuni is riding on the road of e-commerce. UNIQLO is moving towards hegemony.
In the face of the crisis, the controlling stake in Forever 21 will be handed over to the real estate developers.
With the American retail industry entering the cold winter, the traditional clothing brands in the United States are facing serious crises, including fast fashion Forever 21. According to Bloomberg insider, as part of the restructuring plan, Forever 21 will transfer part of its shares to the two largest real estate developers, Simon Property Group and Brookfield Property Group. Although Forever 21 denied last week's bankruptcy, people familiar with the matter continued to point out that Forever 21 will apply for bankruptcy protection as soon as possible this month. The ideal situation is to get 75 million yuan of liquidity to maintain the normal operation of the brand during the restructuring period. It is noteworthy that Forever 21 entered Tongluowan, Hongkong in September 2011, and became the first flagship store in the territory. It signed 6 long tenancies, including Watsons and other old tenants. The rent was twice as high as the old rent. The rent in the first year was as high as 11 million yuan, and the subsequent rent increased by 1 million yuan a year.
Zhonghua said: before China, Forever 21 began withdrawing from Belgium, Holland, the United Kingdom, Germany, France and Japan and Australia, and most of its stores in North America have been closed since 2016. In addition to the trouble of over expansion, Forever 21 is facing the dilemma of the awakening of consumer attitudes. The vast majority of Forever 21 products cost between $4 and $20. Now consumers are making choices about the availability and morality of clothes, and are getting tired of Forever 21 inferior quality cheap goods. Nowadays, the crisis brought by the Chinese market to the fast fashion brands is expanding. The fast fashion industry slowly escapes from the Chinese market, and the whole industry is defeated. The development of any enterprise starts from the needs of the customers. Ensure product quality while meeting customer needs, and even provide extended services. In the fast fashion fashion, the practice of neglecting the product itself is undoubtedly self defeating.
　 H&M will sell the external brand goods will be a new transformation and challenge.
In September 16th, Sweden's fast fashion giant H&M announced that its fashion brand H&M will start selling products of the group's external brands. H&M did not disclose more information, but according to an announcement, H&M brand is inviting fashion brands to join in order to increase the vitality of H&M, attract more new customers and enhance sales performance. According to German Bloomberg bank analyst estimates, although H&M group's third quarter sales increased by 8% over the same period last year, sales growth slowed in seven or eight months, compared with sales growth of 12% in June, sales growth slowed to 6% in seven or eight months, resulting in H&M share price dropping nearly 3.2% on the day of issue.
Zhongcai said: with the development of Internet business, some fashion retailers began to seek transformation from traditional single brand retailers to multi brand retailers. Previously, some small brands of H&M group, such as &Other Stories and Arket stores, have started selling other brands of external brands. As the core of the group's fashion brand, the sale of external brands will undoubtedly be a new transformation and challenge for H&M. It will compete with other multi brand e-commerce platforms. It can be seen that H&M is trying to find ways that other brands have not gone through, and no one knows whether it will work.
The number of Gap brands in China has reached 200 breakthroughs for the first time.
During the Mid Autumn Festival, the American casual wear brand Gap opened its first store in Xi'an, which is the seventh store in Xi'an. With the opening of this store, the total number of stores operated by Gap brand in Greater China has exceeded 200 integer mark for the first time, hitting a new high. Steven Sare, executive vice president of Asia retail business and general manager of Greater China, said: "Xi'an is a world-famous historic capital and tourist attraction. It is also a modern metropolis leading the opening and development of Western China. We are very pleased to welcome the 200th brands of Gap brand in Greater China. This is an important symbol for us and an important step for our company to strive to bring products to more Chinese customers. "
Zhongfu said: since 2017, GAP, one of the four fashion brands, has encountered bottlenecks in the Asian market. In fact, the overall growth of GAP has stagnated since 2006. But in fact, it is not easy to do fast fashion, but the operation of GAP itself has been stagnant for more than ten years. Before that, Asian business could pull GAP as a life-saving straw. In the past two years, GAP's Asian business has stagnated. This may not be a problem of China's fast fashion environment, but a problem of GAP itself. So opening a shop seems to be a good recipe.