esprit陨落之谜（Esprit陨落之谜）.doc

esprit陨落之谜（Esprit陨落之谜） ESPRIT falling Mysteries Content review: why hasnt it become another ZARA? The clothing industry is perhaps the most fascinating and dangerous industry in the world. How do you disclose profits to investors, down 98% year on year, without causing any confusion? Esprit Holdings Limited (Esprit Holdings Limited) Executive (Ronald VAN DER VIS) must complete the mission impossible. September 15, 2011, Hongkong, one can accommodate about 200 people in the meeting hall was filled with investors and the media, Fan De and Esprit Financial President Zhou Fuan announced that the group 2010-2011 fiscal year results: turnover of HK $33 billion 767 million, according to the local currency growth of 0.5%; net profit last year fell 98%, 4 billion 230 million Hong Kong dollars from straight down to 79 million Hong Kong dollars. But Van De Shi no tension cramped feeling, to the audience about the rebranding program by carefully prepared PPT. DNAs face lit up with excitement when he talked about the Esprit girls new interpretation of Californias freedom. Good luck? Bad luck? Frankly, Esprit is no stranger to this cycle. 1960s was born in the United States of San Francisco, after the change, repeated ups and downs - this is the fate of the core brand Esprit curve esprit. In 1980s, it is the most American teenagers love clothing brand, by 1990s, when the major shareholder of Hongkong clothing manufacturer Li Zhuoyue Xing capital operation, Esprit was promoted to a global financial center for clothing Empire, Hongkong, the design center in Germany, sales and business all over Europe and asia. In mainland China, Esprit was the first initiator of western aesthetic taste in the middle class. But in 2007, after the turmoil of the Esprit shares reached a peak of 133 Hong Kong dollars, began a road running. In 2008, the financial crisis hit the same time, high-level change until 2009. Van der Sar took over at this time. He was aware of his task. After taking office, van