Lining, "Who Can'T Succeed?"

Over the past few years, as foreign fast moving brands have entered the Chinese market one after another, local brands are facing the extreme situation that they are either crushed or crushed by their brands.

Lining, a local sports brand, is one of the tycoons who have not been able to make timely changes and focus on short-term gains.

Even in 2015, Lining was no longer the Lining of the year.

After failing to become a low-end brand and returning to the main cost performance, Lining's brand has not been recognized by the Millennials.

Then what other clothing brands are following Lining's mistakes?

Metersbonwe

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The 2015 annual performance bulletin showed that in addition to Chairman Zhou Chengjian's pformation decision, the United States has ushered in its first loss in seven years, and its net profit plunged 396% and 431 million yuan.

The main business of garment business has declined continuously since 2011. However, the focus of management has been placed on the "App" pattern of clothing matching, which is estimated to have invested a lot. However, the registered user scale is only 9 million, and the daily user of the foreign trade is 300 thousand, which can only be said to be small and beautiful.

In addition, last year, the US bond increased by 9 billion yuan, of which 6 billion yuan claimed to be O2O, but only about 1 billion 200 million actually invested.

Giordano

In March 3rd, Giordano released its 2015 earnings report. Its annual sales volume was HK $5 billion 381 million, down 3% compared to the same period last year. Net profit was HK $426 million, an increase of 4% over the same period last year. However, net profit growth was mainly due to the closing of more than a few loss shops, rather than the improvement of business efficiency, so Giordano itself has fallen into a downturn from the company itself.

Giordano has launched a cheap brand BeauMonde (BM) and high-end leisure products "EULA" in order to save its performance. However, due to the low market acceptance, EULA has stopped operation, and BM is still in a state of loss.

Coupled with the lack of brand investment brought about by the continued downturn in revenue, Giordano's decline seems to have become a foregone conclusion.

Esprit

Esprit, which once swept the country in 90s, is now in the cold. Even in China's main cities, it is hard to see its store.

This decline began in 2011 and has been going on this year. Judging from the recent earnings report of Esprit's parent company, the company suffered a huge loss of HK $238 million in the past six months.

ZARA, H&M and UNIQLO.

The supply chain cycle of traditional fashion brands is shortened to a month or even a few weeks, and the market share of traditional fast fashion brands such as Esprit rapidly eroded.

Even before last year's top Zara Jose Manuel Martinez Gutierrez was introduced to Esprit for large-scale change, its turnover continued to decline.