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你现在的位置:豪门会彩票代理 > 豪门会彩票代理 > 鞋业趋势 > 曾经的王者七匹狼为何被男人“抛弃”?

曾经的王者七匹狼为何被男人“抛弃”?

2019-12-27 23:23:24 来源:万州微视界 中国鞋网 http://kaiyezhifu.com/

    【中国鞋网-鞋服资讯】说到男装,你首先想到的品牌会是什么?海澜之家吗?确实现在的男装市场海澜之家是老大。但是在海澜之家之前,这男装天下可都是七匹狼的,七匹狼豪门会彩票代理火遍全国的时候,还没有什么海澜之家、美特斯邦威这些品牌呢。在公务员工资平均每月三四十的年代,七匹狼一件茄克卖到100元,也是供不应求。

KESHICANGHAISANGTIAN,CENGJINGDEWANGZHENANZHUANGQIPILANG,YIJINGZHUJIANBEINANRENMENSUOPAOQI。MAYUNGAOQILEHULIANWANGGOUWU,SHIDEXIANSHANGPINPAIYEWUFEISUFAZHAN,CHUANTONGDEFUZHUANGPINPAIZAOSHOULEJUDADEDAJI,TONGSHIGUOWAIPINPAIRUZHU,CONGGUOCHANPINPAISHOUZHONGXUNSUQIANGZHANSHICHANG。ZHONGDUOGUOCHANPINPAISHOUDAOHUIMIEXINGDEDAJI,CONGMANGZHEMAIYIFUDAOMANGZHEGUANDIANZHIXUE。QIANGDARUHAILANZHIJIAYEZAOYULECHENGZHANGPINGJING,ZENGSUHUANMAN。QIPILANGZETONGGUODUOYUANHUAFAZHANJINXINGZIJIU。

一、七匹狼服装业绩自2013年迎来巨大打击

豪门会彩票代理 2012-2013NIANDUIGUOCHANFUZHUANGPINPAILAISHUOSHIZHONGDADEGUAIDIAN,ZHONGDUOFUZHUANGPINPAIZICIZAOYUHUATIELU,YIJUEBUZHEN。QIPILANGYEWEIXINGMIANYUNAN,ZI2013NIANKAISHICHUXIANYEJIXIAHUA,DANGNIANYINGSHOUHEJINGLIRUNFENBIEXIAJIANGLE20.23%HE32.44%。ZAITONGZHINANZHUANGTIANXIASHIDEFENGKUANGKAIDIANKUOZHANG,CISHICHENGWEILEQIPILANGDELEIZHUI,QIPILANGZHINENGGUANDIANZHIXUE。MENDIANSHULIANGYOU2012NIANDE4007JIAXIAJIANGDAO2014NIANDE2821JIA。

国内服装品牌大多以轻资产模式运营,把钱花在品牌宣传上,这也是当年森马豪门会彩票代理、美邦等品牌迅速走红的原因。虽然七匹狼刚开始是“自主+外包”的模式,但之后并没有增加固定资产投入,开始以“外包”为主,逐渐转向轻资产。而这场国产品牌的灾难也与此有关,原因主要有三:

豪门会彩票代理 DIYI,XIANSHANGDECHONGJIDAOZHIXIANXIASHICHANGWEIMI。YIMAYUNDETAOBAOWEISHOUDEYIXILIEHULIANWANGGOUWUPINGTAIDEXINGQI,ZISHENGLEZHONGDUOXIANSHANGPINPAI,XIANSHANGPINPAIBUXUYAOSHITIDIAN,MEIYOUFANGZU,YUNYINGCHENGBENDI,CHANPINJIAGEXIANGDUIYUSHITIDIANGENGBIANYI,QIECHANPINGENGJIAFENGFU,WEIXIAOFEIZHETIGONGLEGENGDUODEXUANZE。ZICIDUIXIANXIAFUZHUANGSHITIDIANDAILAIJUDADAJI,XIANXIASHICHANGWEIMI。

豪门会彩票代理 DIER,GUOWAIPINPAIDEJIYA,SHIDEGUOCHANPINPAISHIQUSHICHANG。GUOWAIYIXILIEDAPINPAIRUZHUZHONGGUO,DAZAO“KUAISHISHANG”。YIZARAWEILI,QIPINGJIEZHEPANGDADESHEJITUANDUIHEGONGYINGLIANYOUSHI,XINPINCONGSHEJIDAOCHUHUOZHIXUYAOLIANGZHOUSHIJIAN,ERGUOCHANPINPAIXUYAO4-6GEYUE,GENBENGENBUSHANGGUOWAIPINPAIDEXINPINTUICHUSUDU。ZARAXINPIN“SHAOLIANGDUOKUAN”,ZONGYOUYIKUANNIHUIXIHUAN。ERGUOCHANPINPAIZESHIKUCUNDALIANGJIYA,ZAIQINGZICHANMOSHIYUNYINGXIA,ZHEIJIUSHIZHIMINGDAJI。

豪门会彩票代理 DISAN,GUOCHANPINPAIQUEFAZIZHUCHUANGXINLI。YOUYIKU、ZARADENGYIYONGHUXUQIUWEIDAOXIANG,DAZAO“ROUXINGGONGYINGLIAN”,XUNSUTUICHUYINGHEYONGHUXUQIUDECHANPIN。ERGUOCHANPINPAIMEIYOURUCIPANGDADESHEJIZIYUANJIGONGYINGLIANGUANLINENGLI。ZIRANBEISHUAIZAISHENHOU,DIUSHIDALIANGSHICHANG。CONGQIPILANGDEYANFATOURULAIKAN,ZI2013NIANDE1.09YIXIAJIANGDAO2018NIANDE5278WAN,YANFATOURULVYECONG3.92%XIAJIANGDAO1.50%。BUZHONGSHICHUANGXINYANFA,NASHENMECHANPINHERENPIN?

二、七匹狼多元化运营自救

NEIYI、NEIKU、WAZICHENGWEIQIPILANGYINGSHOUZHULIJUN。JINGYINGCANDAN,DANQIPILANGMEIYOUZUOYIDAIBI,2014NIANQIPILANGJIANGYUANYOUDUIWAISHOUQUANDEZHENFANGLEISHANGBIAOSHOUHUI,KAISHIZIJIZHIZUONANSHINEIYI、NEIKU、WAZIJIZHENFANGCHANPIN。2019NIANSHANGBANNIANQIPILANGYINGYESHOURU15.55YIYUAN,QIZHONGNEIYI、NEIKUHEWAZIGONGXIANLE33.23%DEYINGSHOU(2015NIANQIPILANGNIANBAOZHONGCHENGQITALEIZHUYAOSHINEIYI、NEIKUHEWAZISHOURU)。ZHEIBUFENYEWUYIJINGCHENGWEILEQIPILANGDEYINGSHOUZHULI。

NEIYI、NEIKUHEWAZIDEMAOLILVDIYUQITACHANPINDEMAOLILV,QIPILANGZENGSHOURONGYIZENGLINAN。SUIRANNEIYI、NEIKUHEWAZICHANPINQIPILANGMAIDEHENHAO,DANSHIZHEIXIECHANPINMAOLILVDIYUQITACHANPIN,SUIRANQIPILANGJINJINIANDEYINGSHOUXUNSUHUISHENG,YICHAOGUO2012NIANDEDIANFENGSHIQI,DANSHIJINGLIRUNSHANGSHENGQUEYAOMANXUDUO。

YIFUBUHAOMAI,QIPILANGTOUZIZUODEDAOBUCUO。QIPILANGDECHUANGSHIRENZHOUSHISANXIONGDIYIFUBUHAOMAISHI,KUAITOUZI,YESUANSHIDUOYUANHUAJINGYINGZIJIUDEYIZHONGFANGFALE。QIPILANGZONGBUDEFANGDICHANTOUZISHOUYISHENZHIYIDUDOUCHAOGUOQIPILANGFUZHUANG。ZAISHANGSHIGONGSIZHONG,TOUZISHOUYIYECHENGWEIJINGLIRUNDEZHONGYAOZUCHENGBUFEN,2018NIANJINGLIRUN3.46YI,TOUZISHOUYIJIUYOU1.54YI。DANSHIQIPILANGZONGGUISHIZUOFUZHUANGSHENGYIDE,ZHEIYANGSHIBUSHIYOUDIAN“BUWUZHENGYE”LE。

三、七匹狼对服装业务从新重视起来

豪门会彩票代理 QIPILANG2017NIANSHOUGOUSHOUGOULAOFOYEQIXIATONGMINGFAGUOQINGSHEPINPAIKarl LagerfeldDAZHONGHUAGONGSI,XIANGYAOJIARUSHISHANGDUIWU,FENGFUZIJIDESHISHANGPINPAI。DANZHEIJIAGONGSIZAIZHONGGUODEYEWUKAIZHANBINGBUSHIHENLIXIANG,SHOUGOUZHIHOU,2018NIANKUISUN4013.82WAN,2019NIANSHANGBANNIANKUISUN1557.47WANYUAN。KANLAICICISHOUGOU,BINGMEIYOUWEIQIPILANGDAZAOSHISHANGZHILU,FANERTUOLEILEYEJI。

豪门会彩票代理 2018NIANQIPILANGZHONGYUXIANGQILAIZIJISHIGEZUOFUZHUANGDE,XUANCHENGZHIHOUYAOZHONGDIANFAZHANZIJIDEFUZHUANGYEWU。XIANZAIQIPILANGCHULEDAZAOZIJIDEZHUPINPAI“QIPILANG”ZHIWAI,YEZAINULIDAZAOZIJIZAONIANDEQINGSHEPINPAI“WOLF TOTEM”HE2016NIANSHOUGOUCHAONANPINPAI“16N”。ZAIDAIYANRENFANGMIANYEQINGLE《ZHEIJIUSHIJIEWU》DEGUANJUNHANYU。QIPILANGSHIZAINULIBAZIJIDECHANPINDAZAOCHENGNIANQINGHUA、SHISHANGHUA,XIANGYAOCONGXINHUODENIANQINGRENRENKE。

四、总结

豪门会彩票代理 SUIRANQIPILANGSHANGGUOSICIMILANSHISHANGZHOU,DANSHIZONGJIRENYIZHONGBABACHUANDEPINPAIDEGANJUE。GUOCHANFUZHUANGXINGYEDIGUSHI,TADUOYUANHUAFAZHAN,KAOMAIWAZI、NEIKUZENGSHOU,JIBIANRUCIYENANZENGLIRUN。HUOXUYIZHIMEIYOUBAXINSIFANGZAIZUOYIFUSHANG,ZHIXIANGZHEZUOTOUZILE。XIANZAIZHONGXINZHEZHONGFAZHANFUZHUANGYEWU,2017NIANSHOUGOULAOFOYETONGMINGPINPAIQUEYEMEIJIZIJIDAILAIGAIGUAN。XIANGYAODAZAOSHISHANGPINPAI,HAIYOUHENZHANGDELUYAOZOUA。

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