Metersbonwe Follows The Trend And Leverages The Internet To Deepen Transformation

25 of this month, American Apparel Released in 2014, the report showed that in the 1-6 month of this year, the company realized its main business income of 2 billion 962 million yuan, down 20.11% compared to the same period last year, with net profit of 179 million yuan, down 19.61% from the same period last year. Compared with last year, the decline has narrowed significantly, indicating that the transformation has achieved initial success.

　　 American Apparel Relevant responsible person said that the current transformation work is actively promoting and deepening. As a US state Internet The important strategic measures in the era and globalization era are both painful and profound. He told reporters in detail about the transformation path of Smith Barney. "The core of transformation is still around the needs of consumers. The first thing to do is to restructure and strengthen brand power and product strength. At the same time, the operation needs to move towards a more refined direction. The channel construction needs to be adjusted rapidly according to the regional economic development trend, urban development and business circle changes. In this series of transformation actions, Internet It is an important tool and means throughout the whole process. For example, the whole circulation and cloud shelf projects in the first half of the year can not be separated from the support of Internet tools.

Brand power and product strength breakthrough

It is understood that since the start of transformation last year, American Apparel The brand structure and brand positioning have been recombed, and the details of brand image and personality, interaction experience between brand and target audience, and presentation mode of brand in the channel have been innovating and improving constantly.

"We are strengthening our brand power in a more systematic and scientific way. For example, store design, product display and so on will not be included in the process of brand management vision. We also enhance the brand strength from the perspective of enhancing brand strength. The purpose is to make our customers of different brands have better experience and create stronger brand loyalty. The person in charge said.

In terms of product strength, the United States said that many international talents have been introduced. At the same time, drawing on many successful Internet products, it requires that products should interact more directly with consumers from the beginning of design, and listen to customers' feelings and needs. From the perspective of the effect, the feedback from the outside world has obviously improved in the aspect of products.

Fine Internet operation

According to introduction, in the process of transformation, American Apparel The supply chain has been optimized a lot, and has improved significantly in terms of reaction speed and efficiency. Future Ltd will further adjust the order mode, strengthen centralized replenishment, improve the speed of supply chain, and some products supply cycle can be calculated in terms of weeks and days. At the same time, the company will try C2B, C2M and other emerging modes to support consumers' personalized needs in line mode.

Last year American Apparel The introduction of O2O strategy has caused great shock to the industry. The company said that the current O2O operation is in good condition, and the number of members, repeat purchase rate and customer unit price has increased steadily, and the proportion of member shopping in total revenue has improved significantly. This year's introduction of full circulation, cloud shelves and so on. Internet The new services provided by the tools are leading in the industry. "One shop is out of stock, and the whole country is looking for goods" effectively brings about turnover of goods, improves inventory and brings convenience to customers. At present, these new services have been successful in the direct market, and the next step will be further promotion to the national market.

"O2O is our big one. Internet The important part of the strategy, but the Internet is not only introducing O2O into the marketing links, but also making electricity providers. In fact, the Internet will play an increasingly important role in product design, internal management optimization, supply chain optimization, and so on. We will surely make good use of the internet tool and platform. The responsible person said.

Channel strengths and weaknesses

As a clothing company with nearly 5000 stores, American Apparel In the second tier cities, the channel has obvious advantages. The company said it will further deepen the potential of the three or four line market on the basis of consolidating and optimizing the second tier cities in the future.

"We will quickly respond to changes in the current business circle of cities and continue to cover more sub urban centers, shopping centers and new business circles that are gathered by young people," said the person in charge. At the same time, they will provide greater support for joining the market in the future and make more use of Internet tools and means to promote the development of the three or four line market.

Clothing industry analysis, American Apparel In many ways, we learned from the experience of millet and some successful online brands. "From the design stage, we interact with consumers, get more consumer feedback through the Internet, and constantly improve products. This is a typical Internet thinking, and innovative services such as cloud shelving have made good use of the advantages of the United States bond line."

A senior industry analyst believes that there is no sign of improvement in the overall retail environment in the second half of the year. Retail sales of garment industry may continue to be under pressure. This is not only a pressure but also a driving force for a large number of garment enterprises in transition. Only through self capacity building and transformation upgrading can we seize opportunities and surpass competitors in the industry's warmer period. Affected by the signs of no obvious improvement in the industry, it is expected that in the three quarter of 2014, the operating performance of the US state still has a downward pressure, but the correct transformation strategy of the US state will allow the company to usher in a turning point in the fourth quarter and take the lead in the industry's warmer recovery.