Giordano, A Leading Clothing Brand, Has Accelerated The Upgrading Of The Global Market By Changing Its "Living Method".

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The period of P > 32 years has risen from strength to decline.

Once known as the leading brand of casual wear, the a href= "http://sjfzxm.com/news/index_s.asp" > Giordano < /a > has struggled on the road of development, such as the extinction of fireworks and the sinking of the plot.

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In 2013 P, Giordano, who was once very popular, faced with many problems, such as brand aging, declining performance, and competitors coming from behind.

Recently, Giordano launched the March a href= "http://sjfzxm.com/news/index_s.asp" Vietnam fashion market < /a > announcement. From the side, it has begun to actively plan for the brand to change its living method.

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"P" > strong > "worry" and "worry" cause Giordano to speed up shop < /strong > /p >

< p > T shirt "two pieces 150 yuan", < a href= "http://sjfzxm.com/news/index_s.asp" > jeans > /a > "two pieces 299 yuan", "part half off, new thirty percent off", this is the latest discount information obtained by reporters at Zhongguancun Giordano store.

In addition, the two rows of exhibition stands, which are displayed in front of the shop, are priced from 49 to 199 yuan.

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In the face of the industry plight, Giordano, the first line brand, has obviously decided to "lay down its body" and expand its channels to accelerate the inventory digestion process in the mainland market. < p >

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< p > "this is the most discount commodity we have. The lowest one is only 19 yuan.

Like this shirt, the original price is 320, now it only sells 59 yuan.

Giordano shop's shopping guide enthusiastically introduced to reporters, "now doing activities, most of the goods in the shop are on sale, very favorable."

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< p > the industry pointed out that the overall situation of the clothing industry is not optimistic at present. In addition, Giordano's "a href=" http://sjfzxm.com/news/index_s.asp "leisure apparel industry < /a" has the characteristics of fast changing customer demand, and if it does not respond promptly to customer needs, it will easily fall into the "whirlpool" of brand aging.

Although Giordano has been active in brand repositioning strategy, so far, it has not achieved significant results.

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< p > Giordano's three quarter report shows that compared with the same period last year, sales in the mainland market decreased by 12% to HK $360 million, and the gross profit margin in the mainland market also decreased by 12% to HK $1 million 970 thousand.

In the third quarter, its same store sales, which reflect business performance, fell by 2%, which has been declining for 5 consecutive quarters. Its sales volume in the mainland has also been declining for 7 consecutive quarters.

In 2012, Giordano closed 163 stores in the mainland; in the three quarter of this year, it closed 7 stores again.

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< p > < strong > the global market is replaced by Giordano's "living method" < /strong > < /p >.

< p > Giordano announced that its wholly owned Affiliated Companies < a href= "http://sjfzxm.com/news/index_s.asp" > TrulySmartLimited < /a > has entered into an agreement with the YEOBoon Liang and NGUYEN ThanhTung two people to set up a joint venture company in Vietnam.

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Xiong Xiaokun, a researcher at CIC light industry, said in an interview with reporters that at the present stage, the domestic clothing market was in a slump and there was no obvious rebound in exports from Europe and America. Giordano's opening up new market in Vietnam was a wise move for P.

Although Vietnam's current per capita consumption level is not high, but as Asia's emerging market develops faster, it will have a good support for Giordano's performance.

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< p > it is worth noting that in order to layout globally, Giordano has extended its contacts to the Middle East, India and other countries in addition to Vietnam and other Southeast Asian markets.

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P, as early as last year, Giordano international completed the acquisition of Giordano franchise franchise in the United Arab Emirates and Saudi kingdom in Arabia.

In addition, the group has opened a business development office in Dubai.

Not limited to this, Giordano also hopes to further develop its territory overseas and develop its business to Africa, Central Asia, Europe and the Americas.

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< p > obviously, Giordano's overseas investment is rewarded.

2012 annual report shows that sales of Giordano group in mainland China last year fell 6% to HK $1 billion 898 million, gross profit decreased by 5% to HK $1 billion 70 million, and same store sales decreased by 6%.

The sales growth of Giordano's Southeast Asian market is very strong, despite the sharp decline in the mainland market and even the overall performance. Sales in Thailand and Indonesia both increased by 18%, while sales in the same store increased by 9% and 18% respectively, which offset the decline in China.

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< p > < < a href= > http://sjfzxm.com/news/index_s.asp > > garment industry < /a > is a field that needs long-term stable input and development.

Giordano should reflect on this phenomenon of high investment and low efficiency, actively adjust the mainland's business strategy, increase its competitive advantage through multi-channel sales, lower its target and raise the overall return rate.

Li Jin, chief researcher of China Enterprise Research Institute, suggested.

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