On November 10th, the WeChat public number of the Shanghai Bankruptcy Court pushed a “double 11 special”, pushing an Eger brand in the bankruptcy program, and there are some styles in Taobao.
In March this year, the Shanghai Third Intermediate Court has issued a notice. According to the application of Shanghai Luzhou Knitting Co., Ltd., on October 8, 2019 (2019) Shanghai 03 broke the civilian civil ruling, the rule The debtor Shanghai Egg Clothing Co., Ltd. bankruptcy clearance, and designated the Lixin Certified Public Accountants (Special Ordinary Partnership) for the manager.
Next, a series of enterprises enter the bankruptary creditor declaration creditor, convene creditors, etc., etc., all in June and July this year.
After knowing the news of Eger bankruptcy, netizens are not calm –
“I want to put the dust in the garrock in the wardrobe, wash it, stay, let me give you the youth of my death …”
“When I was a child, I bought an Eger’s clothes asked my mother. Now I can buy Eig but not there …”
“Egg is also bankrupt, what is the rest of the sisters!”
Relevant data shows that China’s sales rankings in the sales of women’s large-scale retail terminals in China from January to November 2006, Eig’s top three. As a female fashion brand in France, Eger opened the first store in 1995, and in 2007, the sales and profit contribution of its Chinese market has accounted for nearly 20% of the global market. By 2013, the number of stores in the Chinese market increased to 3,200, and the wind was not two.
Some experts have analyzed that with the enrollment and impact of Zara, Uniqlo and other brands, the visited positions of the malls have gradually been replaced by various levels such as luxury, light luxury, fast fashion. Consumers have found that they can use lower prices to buy a more popular brand, and there is a more rich product selection. The previous fast fashion brand entered the Chinese market, in order to seek higher gross profit margins, commodity prices are generally set in higher intervals. Then after entering the brand, start with a more cost-effective product to impact the market at first, and the results can be known.
Daphne: Although the “Shoe King” is no longer, it is also broken
On August 25 this year, Daphne announced in its semi-annual newspapers that will completely withdraw from the entity retail business of the middle and high-end brands, close the business point of the company.
Daphne has been known as “parity shoes”, clear positioning, both fashionable. Even the scene of S · H · E wearing Daphne shoes on TV is also vocal.
However, since 2015, due to the external environmental impact, Daphne began to enter the loss stage. In fact, Daphne, the peak period is very large. According to its 2013 interim results, as of the end of June, Daphne’s core brand business has 6,581 core brands. Since the end of June 2013 to 7 years at the end of June this year, Daphne’s overall door store reduced 6761, and the core brand store decreased by 6288.
Is it true “Master Qing Jie”? Daphne is also playing “self-help”. Daphne said that as a new business growth point, online business will be one of the priorities of the group in the post-epidemic situation. In the industry, Daphne is contraction, and the adjustment of the store is also one of the specific initiatives, and it also includes continuous product upgrading, enhancing sales channel efficiency, and improve management efficiency. Xiaobian also noticed that Daphne’s live broadcast is online every day, and the number of views per live broadcast is more than 2,000.
Lu Hui: Preparing the Tmall flagship store for the application for bankruptcy is still selling normally
These two days, because there is also a hot job in the bankrupt, there is a cosmetics company.
According to foreign media reports, the insider said that the cosmetics company has cooperated with a financial advisor to prepare for bankruptcy preparation for creditors without accepting a restructuring proposal. However, the report pointed out that some of the insults said that some bond holders have not decided to accept a restructuring proposal on Tuesday to save the Lou Hua. These people said that the agreement may still be reached, and negotiation is still going on.
The reporter finds that all the products of Luhua Tmall flagship store are sold normally, and the discounts during the double eleven period are also normal. There is currently no relevant notice, and the payment order will still be shipped. In the third-party sales platform of Luhua, the customer service also said that Lu Hui concentrated products are still selling normally.
Luhua was founded in 1932 in New York, the Chinese name is taken from Chinese ancient poems “The clouds of the clouds, the spring breeze, the gods.” So “Xinda Ya” brand, is also extremely deep in memory of Chinese buyers. Lu Hui is preparing for the application for bankruptcy, and several classic red single products are hot. A liquid foundation under its brand is also the best “continent” that is known for the beauty enthusiasts for many years.
What happened to the Louis whose Audrey Hepburn is “playing Call”? The industry believes that “Lu Hui has long been in the environment dominated by capital players, the main business has not been investing in development, just a day, although there is a long brand but has already fallen.” Lu Hui can’t focus on the opponent. The main business, long-term development.
It is reported that in 2018, the annual output value of China’s beauty industry was about 400 billion yuan. It is expected that the market size of China’s beauty industry will exceed 500 billion yuan, and the development prospects of the beauty industry are huge. However, at this time, China’s cosmetics market is fiercely competitive. It is not only ready to list the perfect diary, but also extrusion like P & G, Estee Lauder, L’Oreal and other international giants. Lu Hui brand aging, the lack of innovation, the market positioning is unclear is the main reason for its flavor.
The “big card” has not fallen, after all, still flee the magic curse of the brand cycle? Nor.
“Changqing Tree” has also been removed after entering the new pain.
Among the many declined shoe companies, Belle is pursuing to become a new generation of “shoes king.” Many brands of Belle are also our youthful witnesses – Sijiatu, he, he, Tianmei, true beauty, Miao, Zanda … 2013, Belle arrived at the market value of 150 billion Hong Kong dollars, but then with market share The decrease is lowered all the way. In 2017, the city value of Belle returning is only 52.6 billion Hong Kong dollars, and the IPO market value is basically flat. Among them, as the e-commerce channels have an increasingly impact on traditional stores, Belle has 391,752 stores in 2015, in 2016.
Belle after returning, actively launched “self-rescue”: store digital transformation, build smart retail new infrastructure, comprehensive layout of e-commerce channels, create a modern brand image, invite many fashion kols to share, in young customers Planting grass spread, etc.
Also accompanied by China Li Ning, now is now a well-deserved national tide leading brand. However, in 2003, Li Ning maintained a 9-year-old market share TOP1 position by Nike, in 2004, the second title was replaced by Adidas. Later, the opponents of vertical categories such as Anta, Hongxingrk, Peak, Kappa, let Li Ning still have an advantageous “sink market” no longer have advantages.
Li Ning began to choose a market breakthrough in the “specialization” “fashion” “channel”. But it is also the birth of a child brand “China Li Ning”. In 2018, “China Li Ning” landed in New York Fashion with the theme of “Wu”, like Li Ning’s general, amazing whole. In 2018, “China Li Ning” clothing series sales exceed 5.5 million, the sold-out ratio exceeds 70%; the sales volume of the shoe has exceeded 50,000, and the sold-out ratio exceeds 70%.
Nowadays, China’s new consumption has more cultural and confident, like the national wind, and is more acceptable for domestic goods. At the same time, with the overall rise of China and the improvement of people’s consumption capacity, the international brand is high, the mid-end, and the domestic brand is beginning to shake, which gives local brands to show the possibility of performing fists. C-BPI data shows that in 2019, Li Ning surpassed Adi in the sportswear class, and Li Ning was ranked third in China, second only to Nike and Adi. On November 4, according to the Chinese media, China Hong Kong Private Equity Fund will spend 100 million pounds to acquire the British century-old footwear brand Clarks majority equity, and Lien Capital is the founder Li Ning.
(Volkswagen · Poster News editing Wang Yumeng comprehensive Xinhuanet, China, Xinwang, China Economic Net, Beijing Business Daily, China Retail Platform WeChat Public No.