Another Look At Clothing: Lululemon Strong Counterattack, Semir, Where To Go?

At the end of the November, many clothing brands are about to start the whole year's inventory. What are the major events of the clothing industry last week?
　　 Domestic events: October 18th -10 22
Share prices fell for five consecutive days. What happened in the fashion?
As of November 20th, the high-end fashion brand of women's wear has fallen for five consecutive days. After opening today, the company's share price is still falling. Prior to this, the announcement of abnormal fluctuations in stock trading has been announced by the daily fashion. It has been found that the company is operating normally and has no major fluctuations in stock prices. What happened to the fashion of the day? The reporter sent an interview invitation to the Japanese fashion on related issues such as falling stock prices, but no reply has yet been received as of press release. China clothing association related experts told reporters that the company's share price fell day by day may be related to the "double 11" clothing performance and company performance.
　 China service network:
During this year's "double 11" period, the major clothing brands were actively involved in the "promotional war" and launched multiple promotions. However, the participation of broadcast was significantly lower than that of other women's clothing brands. At the same time, such as UNIQLO, Semir, Taiping bird, Eve and other clothing brands like the "double 11" transcript, broadcast broadcast did not appear in the list of clothing brands of 45 sales of billions of dollars. At the same time, the phenomenon of slow growth in net profit since the beginning of last year has led to recent cautious analysis of the development of daily fashion in many securities analysis reports. Although there is no clear explanation for why the share price of the fashion sprint will continue to fall, it is an indisputable fact that the company's performance growth is weak or even a loss.
　　 How can Bosideng finish counterattack when selling goods online and queuing under the line?
Bosideng became the only Chinese down garment brand to enter the official schedule of Milan fashion week in September. Double eleven day, Bosideng Tmall flagship store 7 minutes break 100 million, all day Cat flagship store sales exceeded 650 million, an increase of 58% over the same period last year. Bosideng single store sales ranked first in China's clothing brand. In the 2019 Tmall's eleven most popular export list, it ranked the first in clothing brands. At the same time, Bosideng's revenue continued to rise in recent years, successfully broke through 10 billion mark, a record high. Is this the favorite of the middle-aged and old? Boston down vest?
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　　 In fact, even if Bosideng has experienced ups and downs, it has reached its peak in 2006. In that year, 1/3 of the down garments of the world came from Bosideng. In 2009, the transformation had not been successful. When other brands were properly contracted, Bosideng was crazy to expand, and then to 2013. Bosideng opened up radical reforms, launched the upgrading of terminal stores and brand new brand of Bosideng on brand image. Sales channels, actively layout new retail, expand online business, cooperate with ALI, "retail cloud" platform, enter Wanda, Yintai and other core business body, return to the mainstream channel, and finally the most critical point. Bosideng's brand strategy focuses on the original core down garment business from the previous blind expansion, concentrating resources advantages together. Although the wind and water have risen in recent years, Bosideng can not take it lightly. The brand of domestic brands, represented by Bosideng, is still a long way to go.
　 When local casual wear is in the cold winter, what will Semir go to?
Shops everywhere look good development, but in fact, the performance of the two brands is ice and fire. According to relevant data, the three quarterly revenue in 2019 was 4 billion 34 million yuan, 27.27% lower than the same period last year, a net loss of 238 million yuan, and a net loss of 99 million 902 thousand and 800 yuan in the first three quarters. Semir's three quarterly report disclosed revenue in 2019 was 13 billion 261 million yuan, an increase of 35.82% over the same period last year, with net profit of 1 billion 307 million yuan, up 2.79% over the same period last year. On the surface of the plain is tense behind, in the face of such a cold winter, the United States and Semir should go where?
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　　 With the rise of the millennial generation, young consumers have become the main force in the consumer market. If the brand wants to grow for a long time, they must seize the hearts of these groups. For young people, online shopping is convenient and offline buying is physical examination. Semir and Mei Bang need to seize the opportunity of online development. At the same time, the rise of new retail has led to a series of online and offline connections. Consumers can directly purchase orders from stores. Metersbonwe has integrated regional inventory and found the nearest store. It can be delivered directly by hummingbirds running errands, and it can reach consumers in an hour. It is simple and convenient. For Chinese local casual wear in winter, how to turn around and make good use of them is the key factor for their continued growth.
　　 Big loss, close shop, bankruptcy! The reason why the big brands of domestic shoes fall down one after another are very thoughtful.
After experiencing speculation, speculation and speculation, a new "fried" - fried shoe has appeared before, and has been called the Bible of the riches of young people. Now, making shoes is so profitable!!! They have had a hard time recently. How frying the market is, and how cold the domestic shoe market is. Now, the famous brands of domestic shoes, which are familiar with people, are being asked by people, stock backlogs, layoffs and layoffs, and some of them are gradually disappearing from the market.
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　　 A generation of "shoe king" Daphne has a tendency to go farther and farther on the closed shop road. The popularity of the famous bird is greatly reduced. The 361 degree day is not easy. Even after various attempts, it has made its performance decline steadily. The reason is that, first of all, we did not catch up with the electricity supplier. The good products did not get the corresponding publicity, and the marketing did not give enough attention to the opportunity to create the bomb. Secondly, it lacks sensitivity to market changes, and it can not judge what kind of users it is targeting on user positioning. In addition, the result of not being honest and investing everywhere is that it has dragged down its main business. Returning users, understanding users and meeting users are the urgent problems to be solved immediately.
　　 International events: October 18th -10 22
For the first time in 24 years, the secret show has been officially abolished. This year, over 53 U.S. secret stores are closed.
The show is famous for its jewelry underwear and angel wing supermodels. The annual TV show will not be held in this year's holiday season. Stuart Bergerf, chief financial officer, said: "we will not play, we will communicate with customers, but I think nothing on scale can be compared with fashion show." He said, "we believe that the development of marketing is very important."
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　　 There was no angel in 2019. It also realized that changing marketing methods is very important. For decades, the secret show led the generation of women's aesthetic standards of body standard. Even the Invid fire model will be called "the angel of heaven", which will shine brilliantly under the spotlight. Once the brand believed that the beauty of women is sexy, but the current aesthetic can not keep up with the rapid decline of product reputation. The brand is getting narrower and narrower. We also need to see her gorgeous transformation.
　 How to sell Yoga Pants lululemon, how to become sports shoes clothing market value of third?
In recent years, the retail market has been sluggish, but there are exceptions. Thanks to the global fitness craze - you may be one of the participants - the growth of sportswear is quite good. But the fastest and brightest among them is not Adidas, or Nike, which has a market value of up to 140 billion 200 million dollars or 55 billion 100 million dollars. It's lululemon. The well-known brand of yoga clothing products has grown rapidly since 2018. Although it has a gap with Nike and Adi, it has become the third place in the field of sports footwear. Market capitalization has gone against the professional sports brand Under Armour (Andemar), up to 27 billion 100 million US dollars.
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　　 Lululemon has started from Yoga Pants (professional vertical subdivision), and has also experienced external doubts and stock prices plummeting. Finally, not only can they survive in the cracks between the Nike and Adidas sports apparel market, but also become the world's market value third sports shoes and clothing company. We think that first of all, it is related to its positioning not only in the high-end niche market, but also in the competitive super products and special marketing channels. The brand new fabric solves the pain points on the market, girls can wear "naked pants feeling", and very self-cultivation, highlighting the legs and hips curve, suddenly burst red. Apart from competing stars and KOL's comprehensive publicity, lululemon has chosen to cooperate with the "waist movement ambassadors", holding a free yoga experience project push push experience promotion, and winning super high customer loyalty.
　　 UNIQLO won double 11 costumes, three crown, and a burst fleece for 20 years.
In the fiscal year of 2019, the overseas income of UNIQLO parent company's fast sales group exceeded 1 trillion yen for the first time, of which the income of UNIQLO Greater China reached 502 billion 500 million yen, and its revenue and operating profit increased by 14.8% and 20.8% respectively. This year, Tmall's double 11 and UNIQLO swept the clothing industry and won the three championship of clothing comprehensive list, men's wear and women's wear. This is the eighth Tmall double 11 that UNIQLO officially participated. Since it won the category of men's wear, women's wear, underwear and even clothing accessories in 2015, it has won the Tmall double 11 fashion list for the five consecutive year.
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　　 During the double eleven activities that have already been completed, UNIQLO can be seen as the best. But behind the incident, it seems that the brand has not been too violent. In particular, every day is doing business, and every week there will be a product discount. But on November 11th, the long-term accumulation of products, services and brand capabilities will be concentrated. It has been praised by the industry for its explosive mode. It sold 2 million pieces in that year, and is still one of its best-selling products. Not only because of the high-end materials, but also the classic style, the key is to rely on the ability of the supply chain to reduce the cost of the products, which is also a key factor for its success in the Chinese market.
　　 Today, the market value has shrunk by 33 billion 700 million US dollars, and GAP is in a desperate position in China.
Once a sales leader in the fashion industry, the market value has shrunk by 33 billion 700 million US dollars, and the intention is to turn off 230 stores. CEO has been suddenly dismissed. How does the fast fashion brand GAP of the United States kill itself to this stage? From the first small shop, it has developed into a large clothing group with three brands. Its products cover men's wear, women's wear, children's wear, maternity dress, fashion accessories and so on. GAP has more than 4200 chain stores worldwide, 165 thousand people work for it, and its annual revenue is more than $13 billion. In 2010, GAP landed in China for the first time, but it did not go smoothly in the subsequent development.
　　 China service network :

　　 First of all, compared with other brands such as UNIQLO, Zara, GAP entered the Chinese market late, and the marketing strategy was also somewhat slow to expand. The market of domestic first tier cities has long been carved up, so it is difficult for GAP to win the big cake again. Secondly, in the design of clothing, the American style brings a certain amount of loyal consumers to GAP, and at the same time, it does not fit in with the tailoring of the Asian body type, and also blocks some consumers outside the door. Some netizens have so much comment on GAP that it is more expensive than UNIQLO and ZARA. Therefore, gap in the Chinese market seems never to be indifferent, and it is also not stable in personnel transfer. At present, gap needs to solve the reduction of passenger traffic and the shrinkage of market value.