The New Products Are Listed On The Market.

The new products are delayed in listing, assets and other factors are superimposed. In 2019, the United States and costumes were recorded huge losses.

Since 2016, the company has said goodbye to the impetuous and aggressive progress of the past, and talked about returning to the heart of a clothing enterprise. However, when I am not with me, the profit problem of the company's main garment industry has not been fundamentally improved.

Since the beginning of last year, the United States has been promoting a 1 billion 300 million yuan plan for the apparel industry. How can Zhou Chengjianyi combine the American brand with the social brand?

Loss again

In 2018, it made every effort to turn the tables and losses. In 2019, 002269.SZ fell into a deficit again.

The latest 2019 earnings Bulletin shows that the company's annual operating income is 8 billion 482 million yuan, down 28.59% compared to the same period last year, and net profit of -7.79 billion yuan, down 1521.48% compared with the same period last year.

American Apparel says that the factors that affect annual performance are:

Affected by the factors of spring and summer commodity delivery, the new products listed in spring and summer in 2019 were postponed and failed to meet market demand in time. That is to say, the loss of the US state garment in 2019 has already laid a curse at the beginning of the year.

In the fourth quarter, the company leveraged "double 11", "double 12" and other activities to increase the intensity of inventory realisation, resulting in a sharp decline in gross margin of sales and affecting overall profitability.

During the period, the company's assets were reduced by 464 million yuan, including 104 million yuan in accounts receivable, 221 million yuan in inventory depreciation and 83 million yuan in long-term deferred expenses.

The analysis of zebra consumption reveals that there are many factors that affect the company's performance over the years, but it is the first time that the product is delayed due to commodity futures.

Affected by this, the first half of 2019, the United States and apparel business income 2 billion 700 million yuan, down 31.47% compared to the same period, net profit of -1.38 billion yuan, a year-on-year decline of 359.61%.

Through the analysis of semi annual reports, we can find that in 1-6 months, the revenues of the United States direct dress and franchise channels were all above 30%, and the gross margins were reduced to varying degrees. Shanghai, Tianjin, Harbin, Wuhan and other major clothing sales subsidiaries, in the first half of 2019, a total loss.

In the first quarter of this year, most shops were temporarily closed and restricted by the epidemic, resulting in a loss of 250 million yuan -1.5 billion (a profit of 38 million 348 thousand yuan in the same period last year), and the whole year's performance in 2020 was worrying.

Hope for fund-raising transformation

In 2016, Zhou Chengjian, founder of the American bond fashion company, resigned and his daughter Hu Jiajia took over the position of chairman and CEO of the company.

However, in the eyes of the outside world, although it is fading out of the listed companies, Zhou Chengjian still controls the company's development direction behind the scenes. After Hu Jia Jia took office, he rarely appeared publicly, and the important activities such as company strategy release were still dominated by Zhou Chengjian as founder.

In order to reverse the decline, the United States and costumes stopped their rush to start the subtraction, recombing their brands, focusing on Metersbonwe, ME&CITY and other major brands, and accelerating the closure of poor integrated stores.

In 2017, Mei Bang changed its single leisure style to five main styles. The company said that the brand attitude and product content competitiveness of the newly upgraded brand were widely recognized and positive feedback from all sectors of society, and the brand influence was significantly improved, forming a solid consumer base.

Since the beginning of 2019, the United States has been promoting fund-raising funds for non-public offering shares, and has proposed an increase of 1 billion 300 million yuan for brand upgrading and product supply chain transformation projects and repayment of bank loans.

In recent years, with the help of e-commerce and new retail, social brand has developed rapidly. Among them, the designer brand market scale increased from 11 billion 100 million yuan in 2011 to 44 billion 900 million yuan in 2017, with an average annual compound growth rate of 26.22%.

Social brand has the advantage of fast iteration and satisfying the individual needs of consumers. However, when they seek expansion under the line, they will be restricted by the stability of channels and suppliers, which will make the social brand and clothing brand have the basis of cooperation.

With the implementation of brand upgrading and product supply chain transformation project, the brand potential and value will be released quickly. The company's cooperation with brand suppliers with independent research and development capabilities can not only provide private brand products of Smith Barney clothing, but also enable consumers to get in touch with more fashionable fashion brands and products with the same high cost performance, so as to get the shopping experience that other clothing brand stores do not have.

In the process of cooperation with the social brand, the United States and costumes are divided into different modes to avoid the high inventory problem of traditional clothing brands. Under this mode, social brands will develop more marketable products to avoid unsalable products.

The above analysis is very reasonable for the prospect of the new model, but the question is, can not even sell their own clothes, can the United States sell good things to others?