Metersbonwe: Helpless Decline

10 years ago, mitz Bang Wei was a popular brand of popular idol. Both white-collar workers and students could find a suitable brand for them. clothes 。 10 years later, there was still a continuous flow of tourists in the shops, but most of them were attracted by the selling cry of crazy discount sales.

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Brand power is down.

In 16 years, it has become the most popular leisure brand in the Chinese market -- Macy bond; 5 million yuan, Miller, the hero of the prison break, endorsed 1 million yuan advertising in Transformers 3, and Zhou Chengjian, chairman of the board, reelected Hu Run for 3 consecutive years. clothing The richest list is the richest. The company has been among the top 100 garment enterprises in China for many years and has been appraised by the National Federation of industry and commerce as "the top 500 top private enterprises". And so on, so that "Mei Bang" wrote a series of exclamation marks in the industry.

Metersbonwe has three main brands: Meters/bonwe, ME&CITY and AMPM, and operates the B2C e-commerce platform. In the first half of this year, Clothes & Accessories The total business revenue reached 4 billion 600 million yuan, up 21% over the same period last year, and net profit was 430 million yuan, up 15% from the same period last year.

But beneath all these beautiful looks, there is no way to hide it. American state Is facing the crisis of reputation and brand decline. Along with ZARA, H&M, UNIQLO, Muji, IT and other international luxury goods and tide brands, Baleno, Muse, JEANSWEST and JEANSWEST, which have been accompanied by "70" and "post-80s" growth, are beginning to fade. At ZARA store in Wangfujing, Beijing, even on workdays, you can always see the long fitting team in front of the fitting room, while the flagship store in the United States, which looks across the street from ZARA, although there are also considerable traffic volume, many customers admit that it is because of the big discount.

Meanwhile, the staff of the United States company admitted that the strategy of the United States was "going down". market In the two or three tier cities, the shops in the first tier cities are more publicity. It is more handy in the two or three tier market, has a successful profit model, and has a mature supply chain.

　 Inventory dragged up the state of America

Many consumers told reporters that now the United States, the United States, the mind is not a piece of "quality" clothing, but is a 20 percent off, two, 50 percent off of the Hawking. A fashionable consumer said, "discounted clearance is what many brands will do, but the feeling that the United States feels is that whenever they go, their clothes are on sale, which makes us feel the brand's taste is very low."

Regarding this Garment industry Analyst Zhang He said the annual promotional action of the US state was due to its large inventory. ZARA has created a fast fashion mode, but the United States is its most loyal student, but failed to get good results. Any ZARA imitator will be told that keeping low inventory in fast supply chain is the foundation of this mode of profitability. ZARA only takes 10-15 days from clothing design to the shelves, while the United States needs 70 days of turnaround time. In the fashion industry that is changing rapidly, the turnover of commodities in the supply chain links will mean depreciation. When Mei Bang's clothes are on shelves, the trend of the wind has changed, and most of the goods produced can only be turned into stocks. Therefore, the United States has made a fatal mistake. The inventory rate has not only been reduced, but also increased by several times than that of the "slow" operation.

According to the analysis of the CICC report, the inventory amount of the US bond company at the end of 2011 was about 2 billion 500 million yuan - still at a high level, of which 1 billion 500 million yuan was produced in spring and summer and the previous quarter in 2011. Over time, the value of backlogs has been declining.

　　 Competition from e-commerce

In addition to the pressure of the international tide card and inventory, online shopping has brought unprecedented impact to the United States and the rise of clothing e-commerce companies represented by customers has quickly stolen the popularity of American state in the form of no cost reduction. A typical example is that the T-shirt of the United States is always sold as a T-shirt for everyone. Under such circumstances, the United States can only fight hard to win back the popularity.

In fact, the United States has also begun to expand e-commerce in "peace of mind" - Bong, the main selling company's brand clothing MB, MC and its own brand AMPM, which were launched in December 2010. However, the operation results of Bong are not ideal. When the state purchase network was opened, it was confident and optimistic that "fashion and happy shopping started from state purchase." however, it did not realize that neither resources allocation nor logistics distribution could meet the needs of BPN, especially in the face of the suppression of professional B2C. Power. Helpless, the initial investment for the state purchase network of about 60000000 yuan, in vain.

Therefore, the United States can only reluctantly publish a notice that it decided to stop the operation of the B2C platform "state purchase network" and hand it to the controlling shareholder of the listed company.

　　 Related news

New brand ME&CITY does not give strength

While imitating the ZARA supply chain, the United States failed to imitate the brand. Fast fashion brands such as ZARA, H&M, UNIQLO and so on have great influence on the trend crowd. For clothing brands, this means that we can not get rid of the low-end image, and the United States urgently needs a brand upgrade.

So the company tried to copy the success of the mus bond brand to a new brand. Many people still remember that the slogan of "not taking the usual road" and Jay Chou's endorsement made the brand fast. After the founding of ME&CITY, the United States and the United States adopted a very similar marketing tool, and invited the hero Miller of the prison break, attracting media and consumers.

At that time, everyone thought that ME&CITY would become a high-end fashion men's brand, representing the future direction of the United States. Unfortunately, it is difficult for a ship to turn around and quick adjustment is not easy for this brand.

"Clothing brand from low to high is very difficult. After the success of Prada, it will launch a slightly lower brand MiuMiu, but it will not launch a brand that is more positioned than itself." Zhang He said, "the United States should shift the brand slowly and put the students on another brand."

It seems that it is still a lot of work to be done in order to raise the brand level. The distinction between inventory and internal brand positioning, and how to highlight the characteristics and create a space under the tide of numerous brands are all questions that the United States should consider.