Chinanews client, Beijing, November 17 (Reporter Xie Yiguan) For many women born in the 80s and 90s, some clothing brands may not usually think of it, but when the news of its bankruptcy comes, it will be instantly Hit your heart and remind you of the clothes and youthful memories in the closet, such as Iger.
Screenshot from Jingdong Iger Women's Flagship Store.
The "premium" brand from school days is now selling at 10% off
On November 10, the official account of the Shanghai Bankruptcy Court released an article on "Double 11" Special/Full of Reminiscences, Iger Clothing Assets Realization Waiting for You to "Taobao".
The article mentioned that the ruling to accept the (2019) Shanghai 03 Po 155 Shanghai Aige Clothing Co., Ltd. ("Aig Clothing") bankruptcy liquidation case will be disposed of assets at a special price in Taobao online store, and the audience will be discounted.
This news successfully made the "womenswear brand Iger go bankrupt" on the hot search, and also triggered collective memories of netizens.
"I bought the first Iger in 2004. It was my most advanced clothes. At that time, I thought the best-looking clothes in the world was Iger." "When I bought Iger in high school, I felt like I was a dragon and phoenix in the world."
For many girls, Iger is more like a symbol of lost youth.
"First, our youth was gone, and then everything in our youth memory was gone." "The Iger girls have grown up, changed Uniqlo, COS, and youth is gone."
Netizens sighed with emotion, "Where did all the youth go", which does not prevent them from "gathering the last handful of wool."
A reporter from Chinanews.com logged in to the Taobao shop designated for asset disposal-the Shanghai Iger Manager Specialty Store, and saw that there was only a 39.9 yuan slim skirt left in stock, and more than 800 people paid, and in the new product column of the store, Some new products on the 18th are previewed.
The screenshot is from the Taobao page.
The information on the detail page of the shop shows that “Shanghai Aige Clothing Co., Ltd. and Shanghai Ying Model Garment Co., Ltd. were ruled to enter bankruptcy proceedings by the Shanghai No. 3 Intermediate People’s Court. The Shanghai No. 3 Intermediate People’s Court appointed the administrator of this case, and this shop is the administrator. Specialized shops that dispose of the clothing of the two companies."
Once owned more than 3,000 stores, but now they are in lawsuits
Time went back to two years ago. Perhaps no one thought at the time that a company that once owned more than 3,000 stores would eventually go bankrupt due to contract disputes.
According to the information in the civil ruling issued by the court, Shanghai Luzhou Knitting Apparel Co., Ltd. (hereinafter referred to as "Luzhou Apparel") had filed a lawsuit with Aige Apparel due to a processing contract dispute.
In December 2018, the court issued a civil mediation statement, and Iger Clothing paid Luzhou Clothing RMB 4,497,300.
However, Iger Clothing did not fulfill the relevant obligations, and Luzhou Clothing applied to the court for enforcement.
In March 2019, the final execution procedure was terminated because there was no property available for execution under the name of Iger.
In July 2019, Luzhou Clothing applied to the court for bankruptcy liquidation on the grounds that Iger Clothing could not pay off the due debts.
In October of the same year, the court issued a civil ruling on Hu 03 Po No. 155, ruling to accept the bankruptcy liquidation case of debtor Iger Clothing and appoint the administrator.
In March 2020, the bankruptcy documents were delivered to Iger Clothing.
At the same time, Shanghai British Model Clothing Co., Ltd. ("British Model Clothing") also filed for bankruptcy and reorganization.
According to Tianyan Check, up to now, the two companies of Aige Apparel and British Model Garment have involved a total of nearly 1,600 lawsuits, mainly concentrated in labor disputes, labor contract disputes, processing contract disputes, sales contract disputes, etc., and have been listed as The person subject to enforcement and the person who is dishonest.
In addition, its general manager and legal representative Lu Yixun have been listed by the court as restricting high-spending personnel.
The screenshot is from Tianyancha APP.
Prosperity and decline, Iger retreats to the "underwear" of his fortune
Etam made some people mistakenly believe that, like Semir and Metersbonwe, it is a native Chinese brand.
According to Etam's official Weibo account, Etam was established in Germany in 1916 and has a history of 104 years. The first store is located in Berlin, and its main business is underwear and socks.
Etam's first ready-to-wear collection was born in 1963, and then gradually expanded its business to the world.
In 1994, Etam garment line entered the Chinese market and established Shanghai Ying Model Garment Co., Ltd., and opened its first store in Shanghai in January 1995. In 2001, Etam apparel was established.
In the following ten years, Iger's journey in China went smoothly. By 2012, Iger had opened 3460 stores in China, reaching its peak.
At present, Uniqlo, which has a strong momentum in the Chinese market, has fewer than 1,000 stores in China.
However, the opposite is true. Due to fierce market competition and unattractive products, Iger’s performance has begun to decline sharply since 2012, and its operating income in the Chinese market has dropped from 25.4 million euros in 2011 to 1.5 million euros.
Since the second half of 2014, Iger has closed stores in China.
Until May 2018, Etam Group completely abandoned its Chinese business and reached an agreement with a professional investment institution in Hong Kong to sell all the garment business of its brand Iger in the Chinese market.
According to Tianyan Check, Iger Clothing is currently wholly-owned by FRESH START, and it also holds British Model Clothing.
Therefore, when the news of Iger's bankruptcy appeared on the hot search, Etam responded that in 2009, as the market changed, Etam made a bold decision to go global.
In 2017, it officially completed the transformation in China, and finally sold its garment business in China to domestic companies in the second year (including all the operating rights of the three garment brands WK, ES, E&Joy under the Etam Group in the Chinese market).
The reporter searched and found that the current Etam account Weibo and WeChat public account operators are Yifan Underwear (Shanghai) Co., Ltd., which was established in October 2017 and is wholly-owned by INVESTINT.
Although Etam promoted on the official account, "Now the garment line is leaving, the underwear line is back", "I still miss the garment line. Sure enough, growing up is a process of constantly saying goodbye to the things I know. The Iger girl has grown up." Some netizens commented. .
The screenshot is from the Etam WeChat public account.
"The brands in my memory disappeared one by one"
For those born in the 80s and 90s, it is not only Iger who has been declining over the years, but a large number of brands in memory are getting further and further away from us.
"Duanmu, he took me to Metersbonwe, picked a lot of clothes and shoes, standing in front of the mirror, I don't know who the girl inside is..." Many people should have heard the TV series "Let's Watch Meteor Shower" "The Metersbonwe Terrier" in ".
As a former "national clothing brand", Metersbonwe has also experienced declining performance in recent years and has been in constant trouble.
On November 4, the Tianyan Check revealed that Metersbonwe was fined 5,000 yuan for misleading and false propaganda about goods or services.
Since 2016, Metersbonwe has been punished up to 10 times for producing and selling substandard products, untrue product advertisements, and environmental pollution.
In June of this year, due to the housing lease contract dispute, the Shanghai Huangpu District People's Court also issued a consumption restriction order (2019) Hu 0101 Zhi 6212 against Metersbonwe and the company’s legal representative Hu Jiajia.
The financial report shows that Metersbonwe achieved revenue of 2.69 billion yuan in the first three quarters, a year-on-year decline of 33.3%; net loss was 705 million yuan, a significant increase from the loss of 238 million yuan in the same period last year.
Due to its huge performance loss, Metersbonwe has closed 504 stores in the first half of the year.
Data map.
"Mom, I want a pair of jeans" "Go, and go to Jeanswest." Such a conversation may also happen to many post-80s and post-90s, but the once "king of jeans" Jeanswest has not had a good time in recent years.
According to the "Daily Mail" report, in January this year, the Australian subsidiary of Jeanswest announced that it had entered the voluntary custody procedure and entered the bankruptcy liquidation stage.
Because of its high quality and low price positioning and sales strategy, Jeanswest has been highly sought after. In 2012, the number of stores in mainland China reached a peak of 2500. In 2013, sales reached nearly HK$5 billion, but it has since taken a turn for the worse and closed 1,300 stores one after another. Many stores.
Not only them, La Chapelle was once one of the shops that many people must visit in college.
However, La Chapelle, whose losses have been on the verge of delisting for two consecutive years, is still terrible in the first three quarterly reports released recently, achieving revenue of 1.741 billion yuan, a year-on-year decline of 69.75%, and a net loss of 783 million yuan.
At the same time, 3,510 stores were closed in the first three quarters, accounting for 64.34% of the number of stores at the end of last year.
In September of this year, La Chapelle, who suffered huge losses in performance and debts, announced for "self-help" that the company's online business was changed to a "brand authorization + operation service" model, transforming into the second "Antarctic man".
In my memory, it was once opened in the streets and alleys. The popular brands include Baleno, Giordano, ESPRIT, Daphne... But now they are gradually disappearing.
Why can't these brands sell?
This year, the performance of these brands has declined, ushering in a tide of store closures, which are factors in the new crown pneumonia epidemic.
According to information released by the Ministry of Industry and Information Technology, from January to September, the garment output of garment enterprises above designated size was 15.705 billion pieces, a year-on-year decrease of 10.53%; operating income was 948.149 billion yuan, a year-on-year decrease of 13.46%; total profits were 41.687 billion yuan, a year-on-year decrease of 22.93%.
But the deeper reason is that these brands are the "kings" in the offline era. Under the impact of e-commerce, the original passenger flow is no longer and the inventory cannot be effectively released.
The Orient Securities Research Report shows that most apparel companies have inventory days of more than 150 days, and very few companies can control the inventory days within 100 days.
It can be said that inventory is a life and death battle for enterprises, which is a long-term game between efficiency and cost.
If the backlog is too large, it means that it is difficult for the company to make money.
In addition, they have gradually become synonymous with "outdated" and "earth flavor".
"Jeanswest's clothes are'selling too mixed', not'leading fashion' at all." Ariste Norwood, founder of the Jeanswest brand, has publicly stated that in recent years, Jeanswest has obviously lost its market direction and lost its attraction to core consumer groups. force.
"The mass casual wear market, especially the women's clothing market, has relatively high requirements for new product iteration and fashion design. The entire fashion apparel market is changing rapidly. If brands cannot make timely and rapid adjustments to meet consumer needs, they will be eliminated." Textile and apparel management experts Analysis of Cheng Weixiong, general manager of Shanghai Liangqi Brand Management Co., Ltd.
In this case, the boys and girls who have flocked to Metersbonwe, Jeanswest, and Yilian have turned to fast fashion brands such as Uniqlo, Zara and COS. They usually have newer designs, more affordable prices, and more. Introduce new things quickly.
Judging from this year’s Tmall’s “Double 11” brand rankings, Uniqlo once again won the No. 1 sales of men’s and women’s apparel brands.
Among women's clothing brands, Bosideng, Evely and Peacebird are next.
In recent years, some post-90s and post-00s consumers who pay attention to dressing personality have also turned their attention to fashion brands such as Supreme and Off-White. In this process, the "national tide" is also developing rapidly.
Data map: Feiyue hit the signboard of overseas tide in a shopping mall in Haidian District, Beijing.
Photo by Zhang Xu
In order to avoid the fate of being abandoned, domestic brands began to take the initiative to cooperate with foreign designers, co-branding with well-known IP, frequently boarding international fashion weeks, forming "national tide" forces, such as Bosideng and Peacebird.
As a brand in the same era as Metersbonwe, Peacebird achieved revenue of 5.521 billion yuan in the first three quarters, an increase of 10.35% year-on-year; net profit attributable to shareholders of listed companies was 310 million yuan, an increase of 50.04% year-on-year.
In this era, if you don't make progress, you will be the biggest regression.
As Cheng Weixiong said, “With the continuous emergence of new brands, clothing competition is becoming increasingly fierce. If the brand has no changes in marketing strategies, cannot keep up with the pace of market development, and cannot cater to the needs of young people, then elimination of losses will become the norm. "
What brand of clothes did you wear the most when you were a student, do you still have them?
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