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快真人官网娱乐 真人电子娱乐 Forever 21起死回生

| | | | 2020-3-10 14:06

Forever 21DESANWEIXINDONGJIABIAOSHI,XIWANGYUSUOYOUHEZUOHUOBANYIQI,ZAIOUZHOU、ZHONGDONGHEDONGNANYAYIJIZHONGGUOJINXINGKUOZHANG。CIWAI,Forever 21MEIGUODE448JIAMENDIANJIXUYINGYE,WEILAIJIANGCHOUJIANGAOJIGUANLITUANDUIDUIGAI真人电子娱乐 JINXINGXITONGGAIZAO。

真人官网娱乐Forever 21SHIHANGUOCHUSHENGDEZHANGDONGWENHEZHANGJINSHUYU1984NIANZAIMEIGUOCHUANGLI,ZAI30DUONIANNEICHENGZHANGWEIQUANQIUZUIDADE真人官网娱乐 LIANSUO真人电子娱乐 ZHIYI。ZAIDINGSHENGSHIQI,Forever 21ZAI57GEGUOJIAYONGYOUCHAOGUO800JIAMENDIAN。

ZICONGQUNIAN(2019NIAN)CONGZHONGGUOBAITUIHOU,Forever 21QUANQIUSHICHANGYEMIANLINQUANMIANKUIBAI,SHENZHIYIDUXIANGMEIGUOFAYUANTICHULEPOCHANSHENQING。

不过,就在濒临破产之际,西蒙地产等三方出资8110万美元收购Forever 21,Forever 21最近重振旗鼓的动作也越来越密集,意味着这个老牌服装巨头的命运已经迎来反转。

1

离开中国之后的起伏

Forever 21QUNIAN(2019NIAN)5YUECHEDITUICHUZHONGGUOSHICHANG,DUANDUANYIGEYUEZHIHOU,BIANPINPINBEICHUANCHUPOCHANDEXIAOXI。DUICI,Forever 21GUANFANGYIZHIWEIZHENGMIANHUIYING,ZHIDAOYOUWAIMEICHENGForever 21DASUANSHENQINGPOCHANBAOHU,GUANFANGZHONGYUYOULEHUIYING,DANQUESHIMINGQUEFOUREN。

真人官网娱乐RANER,JIUZAIBANGEYUEZHIHOU,Forever 21JIUGENJUMEIGUOPOCHANFADI11ZHANGZHENGSHISHENQINGPOCHANBAOHU,YIZHONGZUQIYEWU。GAIGONGSIBIAOSHI,CONGMOGENDATONGDAILIDEXIANYOUDAIKUANJIGOUHUODE2.75YIMEIYUANRONGZI,BINGCONGTPG Sixth Street PartnersJIQIBUFENFUSHUJIJINNEILIHUODE7500WANMEIYUANDEXINZIJIN。HENKUAIJIUHUITINGZHI40GEGUOJIADEYUNYING,QUANQIUKENENGHUIGUANBI350JIAFENDIAN。

DANGSHI,Forever 21FUZONGCAIZHANGLINDA(Linda Chang)BIAOSHI,SHENQINGPOCHANBAOHUSHIWEILEBAOHUGONGSIDEWEILAI,XIWANGRIHOUNEIBUZUZHIZHONGZHENG,KEYIJIXUZHONGXINCHUFA。

SHISHIRUZHANGLINDASUOYUAN,Forever 21YINGLAIZHONGXINCHUFADEJIHUI。JINRI,真人电子娱乐 GUANLIGONGSIAuthentic BrandsGroupJIANGYUXIMENGDICHAN(Simon Property)GESHOUGOUForever 21DE37.5%GUFEN,BULUKEFEIERDEDICHAN(Brookfield Property)JIANGSHOUGOU25%GUFEN,SANFANGGONGJICHUZI8110WANMEIYUAN。YINWEIZAISHOUGOUDETONGSHIYEYAOCHENGDAN真人电子娱乐 ZHAIWU,ZHENGGEJIAOYISHIJICHENGBENYUEWEI3YIMEIYUAN。

Forever 21DESANWEIXINDONGJIABIAOSHI,XIWANGYUSUOYOUHEZUOHUOBANYIQI,ZAIOUZHOU、ZHONGDONGHEDONGNANYAYIJIZHONGGUOJINXINGKUOZHANG。CIWAI,Forever 21MEIGUODE448JIAMENDIANJIXUYINGYE,WEILAIJIANGCHOUJIANGAOJIGUANLITUANDUIDUIGAI真人电子娱乐 JINXINGXITONGGAIZAO。

DONGZUOJINMI,Forever 21XINDONGJIAZHIYIAuthentic Brands GroupHENKUAIBIAOSHI,YIRENMINGH&MYUANGAOGUANDaniel KulleWEIForever 21XINSHOUXIZHIXINGGUAN。Daniel KulleYONGYOUFENGFUDEKUAI真人官网娱乐 XIANGGUANJINGYAN,CIQIANWEIH&MJITUANYUANSHOUXIZHIXINGGUANKarl-Johan PerssonDEZHANLVEGUWEN。

真人官网娱乐ZHONGZHONGJIXIANGDOUYIWEIZHEForever 21ZHENGZAIMANMANFUSU。

2

此前两进中国均铩羽而归

真人官网娱乐Forever 21YU1984NIANZAIMEIGUOCHUANGLI,JINGGUOSANSHIDUONIANCHENGZHANGWEIQUANQIUZUIDADE真人官网娱乐 LIANSUO真人电子娱乐 ZHIYI。RANER,ZAIGUOQUSHINIAN,Forever 21DEZHONGGUOZHILUQUEBEICUOZHEGUANCHUANSHIZHONG。

2008NIANCHUJINZHONGGUO,YIZAIJIANGSUSHENGCHANGSHUSHIKAISHEQIZHONGGUOQUDEDIYIJIADIANDEFANGSHI,SHOUDUDAKAIZHONGGUOSHICHANG,DANYOUYUTUOLIYIXIANSHICHANGDECHAYIHUAZHANLVEBINGBUSHIHEZHONGGUO,YINIANHOUForever 21YIGUANBIZHEIJIAMENDIANDEFANGSHI,XUANGAOTUICHUZHONGGUOSHICHANG。

真人官网娱乐ZHIDAO2011NIAN,DUIYUZHONGGUOZHEIYIHAIWAISHICHANGRENGBAOYOUXIWANGDEForever 21,TONGGUOTIANMAOQIJIANDIANDEXINGSHIZHONGFANGUONEISHICHANG。2012NIAN8YUE,Forever 21ZHONGGUONEIDISHOUJIAQIJIANDIANYUBEIJINGWANGFUJINGDAJIEapmGOUWUZHONGXINSHENGDAKAIMU。

但相比于更早进入,并选择从“魔都”上海出发的优衣库真人官网娱乐、ZARA、H&M,Forever 21已经输在了起跑线上。随后,Forever 21又因对中国市场的扩张决策太过谨慎,错过了加速渗透的最佳时期,这使其更加难以追上在中国的竞争者。

GAIBIAOZHIXINGDEWANGFUJINGDAJIEapmMENDIANZAI2018NIANCHUANRANGUANMEN。QUNIAN(2019NIAN)4YUEDIYOUXUANBUGUANBIZHONGWENGUANWANGHETIANMAO、JINGDONGDEQIJIANDIAN,Forever 21XUANBUYOUYUGUOJIYEWUYUNYINGCELVEDIAOZHENGYU5YUEDIZHENGSHITUICHUZHONGGUOSHICHANG。ERJINZHONGGUO,ZAIDI11GENIANTOU,ZHEIJIAKUAI真人官网娱乐 真人电子娱乐 ZHONGSHAYUERGUI。

Forever 21TUICHUZHONGGUOZHIJI,ZHONGGUOXIAOFEIZHEMENYETONGGUOSHEJIAOMEITIZHENDUICHANPINBENSHENZHICHUYUANYIN,JIZHILIANGTAICHAHEKUANSHIBUFUHEZHONGGUOSHICHANG。

CONGCHANPINDAOZHANLVE,ZAIZHONGGUOSHICHANG,Forever 21TOULUCHULEMANPANJIESHUDEXINSUAN。YUCITONGSHI,QIZAIQUANQIUSHICHANGYEMIANLINZHEFEICHANGYANJUNDEXINGSHI。

3

Forever 21三进中国是大概率事件

Forever 21ZAIZHUBUTUICHUZHONGGUOSHICHANGDESHIHOU,ZAIGUANWANGGUACHUDEGONGGAOXIANSHI“Forever 21ZHONGGUOGUANWANGJIRIQIZANSHIGUANDIAN”,“ZANSHI”ERZIXIANDEYOUXIENAIRENXUNWEI,SIHUMAIXIALEZHONGFANZHONGGUOSHICHANGDEFUBI。ERQIEForever 21DESANWEIXINDONGJIAYEMINGQUEBIAOSHIJINXINGKUOZHANGDEDIDIANJIUBAOKUOZHONGGUO,SANJINZHONGGUOYINGGAISHIDAGAILVSHIJIAN。LIKAIJINYINIAN,YAOXIANGZHONGFANFENGYUNBIANHUANDEZHONGGUOSHICHANG,Forever 21HAIHUIMIANLINJUDAKAOYAN。

2002年,优衣库进入中国开启了快真人官网娱乐 入华热潮,这个时间恰好也与中国电商发迹的时间吻合。彼时快真人官网娱乐 还没有感受到电商存在的竞争威胁,但是电商发展到今天已经对包括快真人官网娱乐 在内的实体商业造成了全面的冲击。即便一些传统快真人官网娱乐 真人电子娱乐 后知后觉地进行了数字化建设,却已经错过了电商的最佳红利期。在这样的背景下,Forever 21也不例外地在电商方面落后。

GUOQUJINIAN,HEXUDUOCHUANTONGLINGSHOUSHANGYIYANG,CHENGLIYU1984DEForever 21YIZHIZAINULIYINGDUILAIZIXIANSHANGDEJINGZHENGDUISHOU。DANYOUYUSHEJI、DINGJIA、YINGXIAOSHOUDUAN、CHANPINZHILIANGDENGWENTI,DAOZHIForever 21LIUSHILEDAPINIANQINGXIAOFEIZHE,XIAOSHOUYEJICHIXUDIMI,GUANDIANTUICHUDANGDISHICHANGDEQINGKUANGSHIYOUFASHENG。

JINRIYEYOUXIAOXICHENGForever 21ZHENGZAIZHONGXINQIDONGDIANSHANGWANGZHAN。Forever 21ZAIXIANYUGlobal-eHEZUO,CHUANGJIANLEYIGECAIYONG21ZHONGYUYANDEQUANXINWANGZHAN,GAIWANGZHANJIANGZHICHIQUANQIUJIN100ZHONGHUOBIHE150DUOZHONGHUOBIFUKUANFANGSHI。

真人官网娱乐WANGZHANYIYAZHOU、AODALIYAHEMEIZHOUDEKEHUWEIZHUYAOMUBIAO,Forever 21HAISHIXIWANGJIXUYUYAZHOUKEHUHUDONG,YOUQISHIZHONGGUOXIAOFEIZHE。

Forever 21ZONGCAISHUO,“GONGSIYIJINGZHUYIDAO,ZAIYOUTUICHUJIHUADESHICHANGZHONG,KEHUDEXUQIUYIRANCUNZAI。”TAZAIYIFENSHENGMINGZHONGBIAOSHI:“DIANZISHANGWUSHIWOMENDEZHONGZHONGZHIZHONG,TAZUOWEIWOMENXINDEQUANQIUZHANLVEDEYIBUFEN,Forever 21JIANGLIYONGGlobal-eDEJISHU,WEIGUOJIKEHUTIGONGCHUSEDEZAIXIANTIYAN。”

真人官网娱乐KEJIANForever 21ZAIDIANSHANGDAJIANFANGMIANDEYIJINGYOULEFEICHANGQIANGLIEDEYISHI,DANSHIZAIHULIANWANGJISHUDIEDAIBEIJINGXIAKUAISUJINHUADEZHONGGUOSHICHANG,Forever 21RUYAOZHONGFAN,XUYAOZUODEHAIYUANBUZHIDAJIANDIANSHANGZHEIMEJIANDAN。

真人官网娱乐JIYUDIANSHANGPINGTAI,GUONEI“WANGHONGJINGJI”QUANMIANXINGQI,CHENGQIANSHANGWANDETAOBAOWANGHONGMAIJIASHIDEZHONGDIDUANSHICHANGJINGZHENGBIANDEQIANSUOWEIYOUDESUIPIANHUA,ZHEIXIEYOUDUISHITILINGSHOUXINGCHENGLEXINDECHONGJI。MIANDUIZHEIYICHONGJI,H&M、ZARADOUDAPOZHIQIANDEXUANCHUANCELVE,SHOUCIQINGLEDAIYANREN,DANXIAOGUOSHENWEI。YOUQISHIJINGLIDANGQIANYIQING,“WANGHONGJINGJI”DUIYUSHITILINGSHOUDEYINGXIANGGENGWEIMINGXIAN,SHENZHISHITILINGSHOUDEMOSHIHENKENENGHUIJINGLIYICIZHONGDAZHONGSU。RUGUOForever 21ZAIYIQINGGUOHOUZHONGFANZHONGGUO,HUIBUHUIYOUHUANGRUGESHIDEGANJUE,NEISHIHOUXUYAOBUDEKEYINGGAIHUIGENGDUO。

CHULEDIANSHANGYUWANGHONGJINGJIDECHONGJI,KUAI真人官网娱乐 ZAIZHONGGUOMIANLINDELINGYIGEYANJUNDEWENTIJIUSHIXIAOFEIZHUTIDIEDAIHEXIAOFEIXIGUANGAIBIAN。NIERSENFABUDE《2018NIANZHONGGUOJIATINGJINGMINGXIAOFEIBAOGAO》ZHICHU,YIERXIANCHENGSHIQUXIANGLIXINGXIAOFEI,SANSIWUXIANCHENGSHIZEKAISHIXIANGSHOUXIAOFEISHENGJI。

YONGYOUKEGUANDESHOURU,QUEMEIYOUFANGJIADENGFANGMIANDEJINGJIYALI,YEYONGYOUGENGWEICHONGZUDEXIAOFEISHIJIAN,WANQUAN“CHELIZIZIYOU”DESANSIXIANXIAOFEIZHEYOULEGENGQIANGDEXIAOFEIYUWANGHENENGLI。

MIANDUIXIACHENSHICHANGDELANHAI,WANGHONGJINGJIDUISHITILINGSHOUDEZHONGSU,BUZHIDAOForever 21RUGUOZHENDEZHONGFANZHONGGUO,JIEXIALAIHUIZUOHEXUANZE,YOUHUIRUHEYINGDUI。

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