Is It Not Afraid Of Repeating The Same Mistakes?

In recent years, domestic

Brand hand in hand in the capital market, I do not know is confident of their performance, or optimistic about the development of women's clothing industry.

According to the world clothing and shoe net, the market size of women's wear industry in China has exceeded 70 million yuan, while the middle and high-end women's clothing industry is in the early stage of growth.

Brand positioning, channel upgrading and other aspects stand out, women's clothing brand can really meet consumer demand and survive.

Revenue is bright, net profit is declining.

Locating middle gear

The designer fashion day fashion of women's clothing was successfully listed on the Shanghai Stock Exchange in May 31st this year. Its chairman, Wang Weidong, said that she was optimistic about the clothing industry, and that China's fashion industry was just "puberty", and was very confident of the development of the fashion and the future.

It is understood that the founders are all designers of the day fashion. Currently, they have the main brand of urban literature and Art: "broadcast: sowing", the "CRZ" of youthful vigor, and the "PERSONAL POINT" of personality advocating the wind. The three major brands have distinct styles. On the basis of subdividing the demand of female consumers, this persisting original local designer's dress brand interprets the brand style in terms of color, pattern and edition style.

It is understood that the business income of the day sprint in 2014 to 2016 was 911 million yuan, 898 million yuan and 949 million yuan respectively, the compound growth rate was 4%, the net profit for the same period was 844 million yuan, 753 million yuan and 774 million yuan, and the compound growth rate was -9%.

Public information shows that in the past 2014-2016 years, the main brand "broadcast: sowing" accounted for 80.54% of the main business revenue of the day fashion, and only 3.95% of the "PERSONALPOINT" accounted for 3.95%. The brand name of "Chao CRZ" accounted for 15.51%.

From 2014 to 2016, the "CRZ" achieved revenues of 122 million yuan, 140 million yuan and 158 million yuan respectively, showing an increasing trend. However, the "PERSONALPOINT" performance, which has been expanding for many years, has been declining year by year, and its revenue has been decreasing. Its revenues are 45 million yuan, 37 million yuan and 24 million yuan respectively.

13 products failed to pass the sampling inspection, and it is a bit difficult to take the international road.

Although total business revenue is increasing, net profit is declining.

The reason is that high inventory is the main reason.

Public information shows that at the end of -2016 2014, the book balance of daily fashion inventory was 229 million yuan, 256 million yuan and 259 million yuan respectively, of which the balance of merchandise balance was 169 million yuan, 184 million 400 thousand yuan and 183 million 800 thousand yuan respectively, accounting for more than 70% of the total stock balance.

Its inventory mainly includes raw materials, products, inventory goods, materials on the way, packaging, processing materials, goods and so on.

If the daily sowing fashion is not able to clean up the stock in 2017, and the new round of sales is weak, the sustained growth rate will be easily occupied by the funds, and there is a business crisis.

Inventory is a difficult problem faced by many garment enterprises. The fashion of the day is not only threatened by high storage, but also questioned by the quality of the products.

The daily fashion vogue book shows that in the past three years, there have been three administrative penalties for product quality problems, which have been investigated and notified by the relevant regulatory authorities for many times, and 13 products failed to be sampled.

In May 17th, Wang Weidong, the chairman and general manager of the A online investor exchange meeting on the first day of the day, said that we should continue to adhere to the original design and set up a fashion product service system with the core of consumer experience. It will occupy an important position in the country in the future and will move towards the international market.

Creative design is the external expression of clothing, and the quality of products is the core of clothing products.

"One word does not match" expands the shop, is not afraid of repeating the same mistake?

The offline sales of the daily fashion are mainly direct selling, joint selling and distribution three sales modes.

According to statistics, as of December 31, 2016, the number of terminal stores sold under the domestic line has reached 886, of which 179 outlets, 82 stores and 625 outlets have been established.

In 2017, the daily fashion has opened the full channel sales mode, with "offline sales as the main and online sales as a supplement".

In the first quarter of 2017, the daily fashion realized 237 million yuan, an increase of 3.83% over the same period last year, and the operating profit achieved 15 million 703 thousand and 200 yuan, an increase of 17.16% over the same period last year.

The daily fashion shows that it will speed up the opening up of stores in a second tier city, improve the control of channel terminals and upgrade the level of supply chain management, and will develop 209 new outlets in the next three years.

In the past 2014-2016 years, the daily fashion has closed down 121 Direct stores due to the failure of the plan.

At present, shoes and clothing enterprises are still in a difficult period of operation. The major brands of clothing suppliers are also attacking the business performance of the physical retail stores.

More interesting reports, please pay attention to the world clothing shoes and hats net.