Thirteen Years Of Growth Of Metersbonwe

In 2012, Cheng Weixiong, vice president of Metersbonway, worked in the company for the 13th year. In the past 13 years, as a senior professional manager who fought all the way in the Chinese clothing brand marketing market, he witnessed the great changes in the Chinese clothing market, not only recording the loyalty and dedication of a senior professional manager to the enterprise, It also recorded the growth process of him and Metersbonwe for 13 years.

　　 Get acquainted with Chongqing

　　 Chongqing Located in the middle and upper reaches of the Yangtze River, Chongqing people love beauty, fashion, life, and the pursuit of personalized and tasteful lifestyle. It has become a beautiful landscape in this city. Young men and women living in this city also like shopping. They choose their favorite clothes when entering stores. On the street, tote bags printed with the words Metersbonway flow in every corner of the city, Chongqing's huge consumer market has provided a huge sales market for clothing businesses at home and abroad, and also made many brand clothing enterprises increase their investment in Chongqing to compete for market heights.

Memories travel through time and space, and the past is always vivid. Up to now, Cheng Weixiong still clearly remembers the situation when Metersbonwe entered Chongqing: one day more than ten years ago, he was serving as the vice minister of Commerce Department of Metersbonwe in Wenzhou Company. Suddenly, he received a call from the headquarters, and the headquarters arranged him to immediately leave for Chongqing to preside over Metersbonwe's work, This is the beginning of his affinity with Chongqing.

When he arrived in Chongqing from Wenzhou, a completely unfamiliar business market was put in front of him. After some investigation and investigation, he learned that the clothing consumption in the mountain city of Chongqing was almost dominated by Hong Kong funded brands at that time. In Chongqing, he first opened a 180 square meter store in the first half of a home appliance store called Guodi in Jiefangbei Pedestrian Street. According to Cheng Weixiong, the store was originally intended to be offered to local Chongqing franchisees, but the franchisees rebuffed him and said they were unwilling to operate, for simple and direct reasons, "Metersbonway" is not famous. In desperation, he had to take over the business on his own. Metersbonwe Chongqing Branch was then registered and established. Chongqing Branch is the first remote management direct company of Metersbonwe, with a total of 5 employees. Without any experience to learn from, the business had to cross the river by feeling the stone. Everything started from scratch.

Little is known about Cheng Weixiong. Before he entered Metersbonway, he had a department store business in his hometown. Later, he went out and worked in some foreign companies as a marketing manager. These rich life experiences have a great impact on his work style of accurately grasping the market and taking decisive actions. Whenever he sees the surging crowds of people in the mountain city, His unique ability to find market opportunities for Zhejiang merchants was also fully demonstrated in him. At that time, he firmly believed that the Chongqing market would be fruitful as long as he worked hard.

Confidence is often a prerequisite for facing difficulties. When I came to Chongqing, despite the city's municipal renovation, Metersbonwe The first store of Chongqing Company was faced with the reality of market demolition. In order to change this dilemma, he still lost no time to take the initiative and find a breakthrough to solve the problem. In that year, he mainly took two measures and practices that are commendable: first, he broke through the current situation that there are no leisure clothing stores in Chongqing shopping malls, first cooperated with Jiefangbei New Century Shopping Mall in the form of deduction, and created a sales miracle of more than 4 million yuan per year in 20 square stores, This move played an exemplary role in the comprehensive development of Maxwell Clothing in Chongqing and other shopping malls at that time; Second, in view of the geographical restrictions in the mountainous city of Chongqing, it is difficult to find street stores. There are few stores below 200 square meters. In addition to the lack of stores in the core business district, he took the initiative to choose the strategy of expanding to the outside. He signed more than 300 square meters of stores in Shapingba pedestrian street that similar Hong Kong funded brands would not dare to buy. This move began to perplex competitors, but the opening of Shapingba stores started, Guo Fucheng, the first image spokesman of Meibang, came to Chongqing to help, which not only won the attention of Meitesbonway, but also made Chongqing consumers remember the brand of Meitesbonway. Shapingba Store has created a beautiful store environment, which provides a good place for clothing consumers in Chongqing. In those years, Shapingba Store was also called the largest and best store in Metersbonway system, which impressed competitors in the industry.

The multiple growth of business sales in Chongqing further promoted the speed of Metersbonwe's opening stores in Chongqing. In order not to be interfered by other competitors, Cheng Weixiong jumped out of the core business circle of Jiefangbei, found a secondary business circle that organically integrated with Jiefangbei business circle and opened stores, and cooperated with the then Crown Mall. He soon opened a 400 square meter exclusive store, The opening of this store made the investors in the core business circle see the strength of the enterprise. Then, after several site selection and negotiations, the nearly 1000 square square store of Jiefangbei Head Office finally opened before October 1, 2002. At that time, this store created the business model of the store on the ground floor and the Peace Street floor, which was the first original store in China. At the same time, the franchised markets in Chongqing districts and counties have been demonstrated by direct stores in the urban area, and the pace of investment attraction has also been promoted rapidly. In just a few years, Metersbonwe has been successful in Chongqing and has been regarded as a model. The innovative business model of direct marketing+franchise adopted by Cheng Weixiong has been copied by the headquarters soon. In the following period of time, Metersbonwe's market expansion has been like a prairie fire, and Chongqing has rapidly promoted to other cities in the country.

　　 Active marketing

The successful operation of the direct marketing+franchise model initiated by Cheng Weixiong in Chongqing has brought confidence to the headquarters of Metersbonway Group to expand more market territory. In 2002, with the slogan of "taking an unusual path" of Metersbonway, it not only attracted the consumers of Metersbonway clothing, but also became the in-depth development of Metersbonway, The guiding ideology of pursuing excellence. In 2001, the Chengdu and Tibet markets of Metersbonwe were under the jurisdiction of Chongqing Branch at that time. Cheng Weixiong took the initiative to propose to the headquarters that it is not enough to just launch the Chongqing market in the southwest market, and there must be corresponding market launches to respond, so as to truly expand the brand influence of Metersbonwe in the west and improve sales. At that time, Chengdu's market environment was full of variables. Although Chunxi Road, the core business district of Chengdu, is building a commercial pedestrian street, all competitors are optimistic about the street shops, and it is very difficult to obtain shop resources. In order to change the situation, Cheng Weixiong directed the Chengdu team to sweep the east, south, west and north sections of the pedestrian street one by one, and made great efforts to finally sign the shop on Qingnian Road and the shop on the first floor of Chunxi Road covering an area of nearly 300 square meters. At the same time, he also signed the 1200 square meters on the second floor, and also signed the huge advertising space with the facade. The first floor of Chunxi Store and the first floor of Qingnian Road were opened successively, It once became the first place for Chengdu consumers to experience fashion.

Cheng Weixiong benefited from the successful operation of Chengdu Chongqing market through the application of the new business model of Metersbonway (direct marketing+franchise) created by him through active marketing. For this reason, he was also deeply appreciated by the astute founder of Metersbonway, Zhou Chengjian, and gave him reuse and support. He tried to eliminate all kinds of criticisms for him. He also took several positions and asked him to develop one successfully before leaving his post, Full authorization and trust make Cheng Weixiong more busy, often unable to take care of his family on holidays. In the process of expanding the market in Xi'an, the first franchisee of Metersbonwe at that time had a very dense self run brand stores in Xi'an. There were nearly 10 stores in Xi'an East Street alone, and there were also flagship stores known as over 1000 square meters. The low price and good quality were also popular with consumers in Xi'an at that time! At that time, Cheng Weixiong was not confused by its so-called superficial prosperity and illusion, but constantly inspired the team's fighting spirit. At that time, he risked his life many times to go to Xi'an to sweep the streets in person during the SARS period. Finally, he managed to win over nearly 5000 square meters of six floor stores that a competitive brand enterprise had signed but had been hesitant to take over. The signing was successful, Its significance at that time was called a major breakthrough in the channel innovation of China's clothing market, and it set a good example for the headquarters to sign a flagship store with an area of more than 5000 square meters in Hangzhou. This is another extension of the classic case of the successful operation of the new business model in Chengdu and Chongqing.

The success of Chongqing, Chengdu and Xi'an in the west has strengthened confidence in the development of Metersbonway in other cities. Through the self support road of core strategic cities, it has laid the foundation for the leap of Metersbonway from a local brand to a national brand. In the southwest and northwest, Metersbonwe conquered the city in just a few years. He used the new business model of direct marketing+franchise chain and the strategy of large stores to develop the southwest and northwest markets from the first line to the second, third, and fourth line, and even opened stores to villages and towns. In the southwest and northwest, Metersbonwe set off an upsurge of leisure clothing, becoming a strong leading brand in the southwest and northwest at that time. Since 2003, because Metersbonway has basically completed its layout in the core cities of the country, in addition to its layout and success in the southwest and northwest, it has moved north to Beijing, entered Shenyang in the northeast, and also moved south to Guangzhou. Guangdong, known as the home of Hong Kong funded brands, has operated in Guangzhou and Shenzhen, two major cities in Guangdong for many years, It was the last oasis of their strength in China. Under the situation of similar western development, Metersbane quickly moved south to develop. Hong Kong funded clothing brands were very nervous at that time. One brand was located at the store terminals of Beijing Road and Shangxiajiu Road in Guangzhou, and took three steps, one post, five steps and one sentry to block the pace of opening stores of Metersbane.

After several years of hard work, Metersbonwe has basically established its influence throughout the country. In March 2006, Cheng Weixiong, who had worked in the front line for six years, was recalled to the Shanghai headquarters and entrusted with an important task as the newly established regional sales director of the northern market. After that, in addition to serving as the general manager of Tianjin Company, he was also responsible for following up the implementation and promotion of the company's various business objectives in the northern market, taking over the northern market. At that time, there were direct sales in Beijing (Tianjin), Shenyang, Jinan, and East China The market in North China is lagging behind in the southwest, and the regional retail scale is far behind. Against this background, Cheng Weixiong knows that he must reorganize and adjust the market strategy. In addition to continuing to implement the established core market direct marketing strategy and big store strategy, he should speed up the development of the second and third tier alliance markets and channel layout, and timely The new business model and store strategy of direct marketing+franchise promoted by Cheng Weixiong in northwest China has been carried forward and implemented continuously in northeast and north China, and has established companies in Harbin, Changchun, Tianjin, etc., which has promoted the opening of stores in Harbin, Changchun, Taiyuan, Shijiazhuang, Dalian, and Qingdao, quickly making Metersbonway a leading leisure clothing brand in the northern market, Today, its regional scale is far ahead of the company. Active marketing strategy enables Cheng Weixiong and his team to find a sense of achievement in the growth of market sales and competition.

Because Cheng Weixiong is in Metersbonwe brand marketing It has made great contributions to the marketing of Chinese clothing brands and advocated active marketing to gallop the marketing concept of Chinese clothing brands. In 2006, the fourth Marketing Summit Forum sponsored by Sales and Marketing was held in Shanghai. At this forum, Cheng Weixiong won the honorable title of the Golden Tripod Award for China's Outstanding Marketers, the Outstanding Marketing General Manager Award, and ascended the platform of Antai School of Economics and Management of Shanghai Jiaotong University, giving a keynote speech titled "DNA Exploration for the Rapid and Sustainable Development of the Methusbandway Brand", Interpret the cultural gene of Metersbonwe brand marketing, and introduce a new process of Metersbonwe brand building from practice and theory. With the attention of many media across the country, as a senior manager of Metersbonway, he won the honorary title of the most influential brand figure in China at the 2010 China Brand Marketing Competitiveness Annual Conference, which won honors for the enterprise and added another highlight to his career.

In recent years, with the European financial crisis, many domestic garment enterprises have turned their attention to the growth of domestic demand. For a while, everyone was struggling with product styles, channel construction, of course, brands, and even culture. At the same time, the rise of online shopping on the Internet has also affected the operation of traditional stores, The industry has been subjected to unprecedented severe tests and baptisms again and again. The increase of labor cost management and the soaring of store rent are influencing the development of garment enterprises all the time, especially the circulation system enterprises dominated by commerce and trade. The situation is even more worrying. He saw clearly this pair who had worked together with Metersbonwe for 13 years.

After 13 years of hard work with Metersbonwe, excitement and fatigue came at the same time, which forced Cheng Weixiong to rethink many issues. He has been looking for answers, directions, motivations and returns, and also thinking about the future of professional managers. In the dead of night, when he remembered the 13 years he had spent with Metersbonwe, he suddenly found that he had taken too little care of his family. For a long time, his family followed him from Chongqing to Chengdu, and then from Chengdu to Shanghai. He suddenly found that although he had gained a lot, he also lost a lot.

According to Cheng Weixiong's own statement, home seems to be a hotel, and his apology to his family is always a lingering regret. At the same time, everything that happened in the past always appeared in his mind like a movie: he clearly remembered that he once went to Shijiazhuang for business negotiations in the northern rainy and snowy weather several times for business negotiations in Shijiazhuang. One night he arrived in Beijing, and he had to go to Shijiazhuang the same day to sign a contract in the morning. The car that picked me up had to take the national highway because the highway was closed, The tire blew out on the national highway and was about to roll out of the ravine outside the roadbed. Fortunately, the driver was a teacher who handled the problem properly. In the cold and hungry rainy and snowy days, he lit a flashlight to help replace the spare tire. He continued to drive to Shijiazhuang that night. Through this spirit, he moved the landlord and successfully signed the contract. Another time, in Harbin, similar brands also looked at the big stores on Central Street, but their area exceeded their operating capacity, and they were hesitant. At this time, he found the opportunity. Without increasing the same conditions, he immediately decided to sign up for all the buildings. At that time, the enterprises could not meet the requirements of the landlords for payment of interest money on the same day when they went through the procedures during the standardized period of listing guidance, Cheng Weixiong had some money in his private passbook for house decoration. He didn't hesitate to take out his own money to pay the deposit first. The landlord asked the security guard to accompany him to withdraw the money. The landlord said with emotion: "No professional manager dares to take out his own money to pay the deposit. Today, she saw the hope of Metersbonway."

Little past events are vividly recorded, which really records the working and living conditions of a Chinese marketer. In Cheng Weixiong's own opinion, today, whether it is about position or income, there is a natural difference between them. He is also thinking about asking himself again and again, is he lazy? Did you sink yourself? However, after his busy days, when he questioned himself again and knew himself again, he was also thinking about his future direction.

Thirteen years in a flash, thirteen years, his career may be a major turning point in his own eyes. Whenever I think of those comrades who have fought side by side with me in the past ten years, as well as people who can help and care for him from the society, I think of every step of my growth with Metesbund, Thinking that the sales scale of Metersbonwe has exceeded 10 billion yuan reflects the efforts of himself and his team, what is he thinking about as he has grown up with Metersbonwe for 13 years? All these things are unknown to us all the time.