Si Jie Global Sales Decline Again In Fiscal Year 2014, Brand Aging

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< p > recently, the performance report of < a href= "http://sjfzxm.com/pioneer/" > Hongkong > /a > Si Jie Global Holdings Limited (hereinafter referred to as Si Jie universal) showed that sales fell again in the first three quarters of fiscal year 2014, from -6.96% to only HK $18 billion 862 million.

Its sales in the mainland market dropped by more than 20%, only 38 in mainland China last year.

In the first half of fiscal year 2013/2014, sales in the mainland market fell by 24.5% to HK $984 million, of which retail channel sales fell by 13.1% and wholesale channel sales dropped by 43.2%.

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< p > < < a href= > http://sjfzxm.com/pioneer/ > > < /a >. The global fashion brand Esprit of Si Jie world has reached 93 stores worldwide.

In the five possible parity clothing brands named by Forbes magazine, Esprit is on the list.

Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd. believes that the biggest problem of Sijie is the brand aging.

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< p > in 2008, the sales of Si Jie global reached HK $37 billion 200 million, and its net profit amounted to HK $6 billion 400 million. This is the brilliant history of Si Jie's global market in China.

In this regard, Cui Hongbo pointed out that this is related to the entire clothing industry in the past rough growth pattern.

"In the past, it was the two way to push up sales, open stores and raise prices, but now the bubble brought by this development mode has been squeezed."

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< p > < < a href= > http://sjfzxm.com/pioneer/ > > < /a > > Xiong Xiaokun, consultant light industry researcher, it seems that the emergence of the "middle-aged crisis" of old fashion and fast fashion is due to its own innovation and pformation, which has not kept pace with the pace of market development.

Compared with the new generation of fast fashion brands, the old fast fashion brand has a higher price, and the garment renewal speed is slow, the innovation degree is not high, and the competitiveness is gradually weakened.

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