Summary Of Last Year'S Operation Of Clothing Brand Metersbonwe

In the evening of April 24th,

The financial reports for the year 2015 and the first quarter of 2016 were released.

In 1 and 2015, the total operating income of the company was 6 billion 294 million yuan, down 4.92% from the same period last year.

2. Net profit attributable to shareholders of listed companies is -4.31 billion yuan, down 396.57% from the positive fund of 145 million yuan last year.

3, the first quarter revenue in 2016 was 1 billion 921 million yuan, an increase of 9.56% over the same period last year.

4, the net profit of shareholders belonging to listed companies is 51 million 370 thousand, up 32.38% over the same period last year.

5, in the fourth quarter of 2015, the operating income was 1 billion 753 million, 1 billion 23 million, 1 billion 551 million, and 1 billion 966 million yuan respectively, while the net profit attributable to shareholders of listed companies was 38 million 800 thousand, -1.33 billion and -8175 Vanward -2.55 billion respectively.

6, consult a set of business data in 2014. In the four quarter of 2014, the operating income of the United States was 1 billion 841 million yuan, 1 billion 153 million yuan, 1 billion 700 million yuan and 1 billion 926 million yuan respectively.

In 2014, the annual operating income was 6 billion 620 million yuan, compared with 7 billion 889 million yuan in 2013, a year-on-year decrease of 16.08%.

Comparing the above data, we can find that Metersbonwe Q1 and Q4 have relatively higher operating income and the worst Q2.

This may be related to the higher price of winter clothes sold in the fourth and fourth seasons.

In recent years, Metersbonwe's annual revenue has been declining. Its current stock price is 4.5 yuan per share and its market value is 11 billion 300 million yuan (the latest data in April 25th).

Compared with the peak value of Metersbonwe's market value of nearly 40 billion, the United States today is on thin ice.

Insiders have commented that the decline in the performance of the United States is mainly due to the impact of the international fast fashion brands and the relative lag in the implementation of the pformation within the US.

The decline of US bond's performance can be summed up as follows:

1, pformation pains, the overall performance of the poor.

In the traditional clothing industry, Metersbonwe is considered to be a more decisive pformation.

1) in October 19, 2013, the US bond announcement announced that the company should implement a comprehensive development strategy for integrating entity stores and Internet businesses, and announced that the "state purchase network", which was stripped of its independent operation two years ago, will be recovered to the listed company system.

This also indicates that the United States will integrate the online and offline businesses and operate with the system.

2) in October 28, 2013, the United States formally announced the launch of the O2O strategy.

Zhou Chengjian, chairman of the United States and the United States, put forward the plan of opening the experience shop of American state, combining the characteristics of the city, and introducing the idea of "one city, one culture, one shop, one story" to create situational shopping.

3) on-line "fan" APP to create a global fashion matching shopping platform.

Zhou Chengjian, chairman of the American Apparel, said that the emergence of fan APP is an important signal in the pformation of the United States, aiming to compete in the Internet age and win more profit margins.

The improvement of the American state seems to be in every step, and the reality is a necessity.

The implementation of O2O strategy is only a manifestation of touches. At the very least, it does not solve the pain of consumers' actual needs, that is, the pformation of enterprise thinking and consumer thinking.

2, the impact of fast fashion brands, local clothing brands suffered heavy setbacks.

The impact of e-commerce and fast fashion has long been a cliche. The state brand has been following it for so long that it has never been able to stand out, which may be related to its own genes.

When consumers are increasingly pursuing individuation, brand positioning and product tuning are particularly critical.

3, brand marketing has not brought enough increment to the product.

Although the United States and the "wonderful flower" and other columns work closely, but marketing and sales are also separated by an unestimated conversion rate. The cooperation between clothing manufacturers and programs can only be said to be a reconstruction of marketing, a large proportion of marketing investment and sales volume, and the negative data seen from the current US state financial reports can not be seen.

4, for the brand of traditional shoes and clothing, the two common problems in recent years are inventory and closing stores.

Inventory is the main culprit in dragging down the business status of a company. The backlog of long-term inventory affects the cash flow of enterprises on the one hand. At the same time, dealing with inventory sales for a long time will also consume brand value.

Although the store is part of the strategy of winning the fittest, it shows that the store has encountered major obstacles in its business process, resulting in a decline in store performance and the eventual closure.

Traditional enterprises such as the United States and the United States are experiencing a lot of pformation pains. Most enterprises are adhering to the principle of "obvious effect and low labor pains" in the face of pformation.

In the process of pformation, we must identify the location, define the brand, evolve the team, understand the needs, complement the tools, enhance the experience and precision marketing, so that we may get twice the result with half the effort in the process.