In The First Half Of The Year, The Outlook For Us Dollar Profits Declined.

Smith Barney Clothes & Accessories Zhou Chengjian, chairman of the board, recently ran to Chengdu and Xiamen to supervise the opening of new stores in person. For Zhou Chengjian, the establishment of a new image store and upgrading of existing stores may be the primary breakthrough for business strategy adjustment.

However, because of the lagging behind the strategic adjustment of joining the market, e-commerce business is also in the adjustment stage. In the first half of this year, the performance of the state's apparel industry still worries investors.

Last night, American Apparel The 2013 China Daily released showed that in the first half of the year, the company achieved operating income of 3 billion 700 million yuan, with a net profit of 220 million yuan, down 18.7% and 48.5% respectively. As at the end of the reporting period, the total liabilities were 3 billion yuan and the asset liability ratio was 46%.

At the beginning of this year, the United States has adjusted the direction of this year's clothing: through the upgrading of product innovation, quality management, commodity plan and the adjustment of market operation strategy, the shopping experience and image upgrading of the terminal will be strengthened.

At the same time, some sources said that the number of new stores opened in the United States is still greatly reduced, and the number of stores has increased.

Guo Jin Securities Research Report also said that a substantial slowdown in extension expansion would not contribute to the growth of revenue, while endogenous growth would require a company's long time to pay in return. It is expected that the 2013 profit and loss account of the company will continue roughly to the 2012 trend, with little probability of improvement.

In the financial report, the United States also predicts that the net profit margin of shareholders attributable to shareholders of listed companies will be between -50% and -30% this year. The main reason is that "new business ideas and business plans will take some time to go deep into the national direct market and join the market, and the business results will gradually appear, so there will be a certain decline in the performance of the current period in 2013".

Therefore, it is still very difficult for US bond clothing to reverse the downward trend this year.

However, due to the transformation of management mode, the United States and barnyard apparel achieved a gross profit margin of 57% in the two quarter of this year, achieving a continuous increase in four consecutive quarters, while the gross profit margin of franchised stores decreased by about 4 percentage points.

The news sources also said that this has benefited from the introduction of many top executives with multinational companies since last year, including supply chain management director, human resources director, and interior design director. This year, the new management team is basically in place. It is expected that equity incentive plan will be launched later. The organizational structure is also transformed from vertical brand division to horizontal functional management, which is conducive to centralized resource control cost. The company said it expects the company will introduce new business executives, and the management changes will be basically completed this year.

Like rival Semir, American Apparel "Going to stock" is also improving. At the end of the first half of the year, its inventory balance was about 1 billion 500 million yuan, which was reduced by about 500 million yuan compared with the beginning of the year. Data also showed that as of June 30th, the company's spring sales rate in 2013 was 83%, and in 2013 the product sales rate reached 73% in 2013, which is close to the normal level.

However, shoes Commentator Ma Gang believes that in addition to the weakness of the whole industry, clothing Industry is also facing three bottlenecks of category, channel and management. Going stock is not equal to recovery. By 2014, leading enterprises may take the lead from the trough, but the growth of the whole industry may still be difficult to achieve.