Si Jie Global China &Nbsp, Adidas Executives Take Over.

Because of the slow pformation, the decline of the profits of Si Jie world has become increasingly prominent in recent years.

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In November 16th, Si Jie global officially announced that the company has changed hands in China and appointed Adidas executive Li Guanyi (HollyLi) as its CEO in China.

The move was thought by the industry that Si Jie would like to expand its sales in China to make up for the loss of revenue from Europe and other places.

Even so, the industry is still not optimistic about the market competitiveness of its brand Esprit in China. "The problem of ESPRIT lies in its brand positioning, which has not yet touched the core of brand rectification, so the significance of change is not great."

Liu Peiran, a marketing consultant for fashion luxury goods, pointed out to reporters.

Up to the end of June, half year's earnings report showed that 79% of its sales were from the European market. However, after the financial crisis, the economy has not yet recovered, and has suffered from the current European debt crisis, resulting in a weak consumption in the local market.

Si Jie universal said it was dragged down by poor performance of wholesale business and European business, and its performance in the last fiscal year was not satisfactory.

Goldman Sachs has also launched the global buying list of SST. Its analysis indicates that it is expected that the next year's earnings recovery will be less likely.

The sharp decline in business in Europe and the United States has led to a decline in performance. It is just a representation. An industry source said that as a traditional fashion brand, it has no advantage in profit making mode.

Under the impact of many fast fashion brands, the core competitiveness of the old fashion clothing brand is not strong enough. Under the impact of these new profit models, we must consider pformation, and we must develop to a higher level without changing the profit model.

Cui Hongbo, chief executive officer of Shanghai Zheng Jian Brand Management Consultants Ltd., points out that brand positioning, channels and management pformation need to be reconsidered.

Li Guanyi, who has been selected by the Chinese team, has 11 years of experience in Adidas, which includes retail and franchise licensing.

In the context of Li Guanyi, his experience is quite rich, and Li Guanyi, who has a background in fashion design engineering, also holds an MBA degree.

Since 2005, it has been the regional director of Adidas North China, responsible for the overall operation, distribution management and business development of the region.

But the industry seems to be not optimistic about the appointment of Li Guanyi.

"The development of Adidas in China is not satisfactory," the industry insiders told reporters. "When Lee left Adidas, Adidas actually had undergone a series of personnel turbulence."

In addition, the long-standing puzzle of Si Jie is that its team can not grow together with the market, so that its positioning can not follow the pace of the market, and ultimately lose the ability to control the market.

Liu Peiran pointed out that this problem is ultimately reflected in the performance of Esprit, that is, the fashion has not kept up, the old customers have started to run away, and its outdated design is not competitive in the face of new customers.