American Bond ME&CITY Withdraw From Wangfujing, Fast Fashion Action Slow

< p > the original ME&CITY on the ground floor of the "a href=" http://www.91se91.com/news/index_c.asp < Wangfujing < /a > in Beijing recently quietly withdrew from the cabinet.

Since its establishment in 2008, the high terminal brand of Metersbonwe has been directly referring to the annual sales target of 2 billion yuan since its establishment in 2008, and its annual sales volume was only 200 million yuan until 2011.

< /p >

< p > for the withdrawal of ME&CITY, the United States told reporters that the underground floor in the Mei Bang state store on the Wangfujing pedestrian street was originally used for temporary ME&CITY brand clearance. Now the brand has been withdrawn from the shop and does not belong to the customs store.

< /p >

"P" before that, Smith Barney once ran a sub brand TAGLINE aiming at the mid and low end fast fashion market for more than a year, but a US insider told reporters that the brand had not started since last year.

< /p >

< p > experienced the low level of garment industry from 2012 to 2013, the United States is also trying to solve the chronic diseases by adjusting the sales channels and increasing the proportion of Direct stores, but only by doing so, it is not enough to do "fast fashion".

A garment industry analyst said that ZARA can succeed, not only to control sales channels, but to control the whole supply chain from design, production, sales to after-sale feedback.

< /p >

At the beginning of its establishment, the price of P ME&CITY reached two to three times the price of Metersbonwe, the main brand of the company.

< /p >

"P", the United States also told reporters that the main brand of "Metersbonwe" is the student who lives on campus. The accurate positioning and spokesperson choice make it grow rapidly into the largest brand of "student clothes" in China.

But with the maturity of the 80's and the increasing popularity of urban life, the coverage of the original product line began to appear narrow. The United States began to gradually move towards the business fashion clothes, and ME&CITY positioned itself here.

< /p >

< p > when the brand was founded, it was considered to be a high-end fast fashion market. It was learning ZARA mode.

A person close to the United States told reporters that the way ME&CITY started to shop was mostly "brand switching", that is, directly replacing the stores in the United States into the brand store, and the other part was located near the United States, which quickly opened more than 100 stores in the country.

< /p >

< p > although the United States can catch up with the rapid expansion of ZARA in China at the speed of opening shop, ME&CITY is still not fast enough for a fast fashion brand.

< /p >

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > ME&CITY < /a > although it is located in fast fashion brand, it has a positive conflict with ZARA and H&M, but there is nothing wrong with it. The real problem is that it wants to learn ZARA to adopt fast fashion management mode, but only learns the surface form of fast fashion, but it can not learn the lean management of fast fashion.

Cui Hongbo, founder of brand management in Shanghai, told reporters.

< /p >

< p > a foundation for supporting the fast fashion brand is the renewal speed and the ability to make up the garments.

For ZARA, a new batch of clothes will be delivered within two weeks, and will not be faced with the possibility of being out of stock.

< /p >

Compared with P, the United States does not have such a rapid renewal speed.

Those close to the United States told reporters that the proportion of goods changed at the beginning of ME&CITY was around 30%, but as time went on, the proportion gradually dropped to 20%, 10% or even lower.

On the other hand, fast fashion brands such as ZARA are buying global buyers, and their styles can be continuously updated.

< /p >

"P" is not fast enough, but there are also problems with the positioning of the brand and the corresponding sales strategy.

At the beginning of ME&CITY's establishment, most of the sites were located close to the main brand of the United States.

Although this strategy is conducive to the rapid expansion of the brand, it has little advantage in building brand image.

< /p >

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > dress > /a > analysts believe that the United States aims at the low and middle end market, and later to launch high-end brand, but is bound to the original brand image. Even if separated in the future, consumers will still have an inherent impression, which will damage the high-end brand image, and the loss is sometimes difficult to calculate.

< /p >

< p > when the performance of US bond declined, the company thought of pformation, but pformation was not easy.

In addition to ME&CITY, Smith Barney has also run a sub brand TAGLINE, which focuses on low and medium fashion apparel.

However, a US insider told reporters that TAGLINE has not done it online, and only a small number of stocks on the line are not sold out.

"No longer runs the brand because it conflicts with the original" urban life series "positioning.

The source said.

< /p >

< p > the United States also indicated that there will be a certain decline in the performance of the current period in 2013, and there will be greater improvements and breakthroughs in 2013, autumn and winter and 2014.

In the third quarter of 2013, Smith Barney reported that in the first three quarters of the year, its operating income was 5 billion 763 million yuan, down 19.9% compared with the same period last year, while the net profit attributable to shareholders of listed companies was 383 million yuan, down 49.12% from the same period last year.

< /p >