Recently, American Apparel Is Actively Promoting Strategic Pformation.

June 29th, the related debt tracking rating report recently released shows that

We are actively promoting strategic pformation and gradually closing inefficient shops. We expect to continue to promote experiential shops pformation and the full flow of online and offline commodities in the next 1-2 years.

With the increasing competition in the retail industry and the change of consumption channels, the company still faces certain operating pressures.

It is reported that due to domestic and foreign

Competition pressure continues to increase, as well as the impact of changes in the electricity supplier and retail channel.

In 2015, the United States suffered the first loss since its listing in 2008: in 2015, the company's revenue was 6 billion 295 million yuan, down 4.92% from the same period last year, and net profit loss was 430 million yuan, down 396.57% from the same period last year.

In the face of recent shocks, we have made two adjustments: (1) increasing the proportion of direct outlets and completing the full circulation of the online outlets; (2) distributing the electricity supplier's sales channels, integrating the brand vertical online shopping platform, the "state purchase network", and launching the mobile fashion shopping platform "fan", realizing the combination of social and shopping functions in the products, and promoting the O2O process of the electricity supplier.

It is understood that the number of stores under the United States border line (including direct stores and franchisees) has exceeded 5000 in 2012, but it has been reduced to 3700 at the end of 2015. During the period, about 1500 losses and inefficient shops have been shut down.

For the first time in 2015, the company's direct store revenue accounted for more than 50% for the first time since 2010, reaching 53.75%, becoming the main source of revenue for the company.

In addition, in 2015, the United States business revenue of about 525 million yuan, an increase of about 123% over the same period, the industry believes that the expansion of e-commerce channels, or will become the opportunity to turn the U.S. state clothing.

Statistics show that the United States has two brands of Meters/bonwe and ME&CITY currently, including its products, such as fashion, leisure, urban and MTEE, as well as the independent children's clothing brand "MooMoo" and "ME&CITY kids". It also launched the brand "Qi CHIN" with Chinese elements.

American Apparel was listed on the Shenzhen stock exchange in August 2008. As of March 2016, the company's share capital was 2 billion 526 million yuan.