Zhou Chengjian: The Worst Part Of The Clothing Industry Is Over.

Recently, dressed in his favorite black shirt and black trousers, Shanghai Metersbonwe Zhou Chengjian, chairman of fashion Limited by Share Ltd, appeared in Chongqing, claiming to launch the first upgraded version of clothing O2O experience store in Monument for Liberation. In the face of a series of questions, he accepted an exclusive interview with reporters.

　　 Facing challenges should be comprehensive Internet.

Reporter: in 2013, the performance of China's clothing market was very low. At this time, Metersbonwe transformed O2O.

Zhou Chengjian: it can be said that the worst moment of the clothing industry has passed. The worst time in the clothing market is 2012, not 2013. But the financial statements in 2013 may be worse than in 2012.

In 2012, everyone was immersed in the excitement of high growth, and e-commerce was completely overturned. The industry is lost and overwhelmed.

I have made a lot of mistakes in the past. I believe that many managers in this industry have made a profound conclusion in the past year and are also looking for a way out. Some enterprises will stand out to find the most suitable and long-term development mode. The image is that today is the Olympic competition mode. If you still use the competition mode of the city games, it will be a dead end.

　　 Reporter: over the past few years, Metersbonwe's performance has declined. What do you think of the next two years?

Zhou Chengjian: the decline of enterprise's stage performance is not terrible. What's terrible is that we can't see clearly about the future. The performance is always lagging behind. If the direction of future development is not clear, tomorrow's performance will probably disappear. Metersbonwe once suffered too much and made up its mind last year. There are two things to do now: first, the company must be fully Internet Oriented; and second, we must excavate the limited resources and maximize the value.

E-commerce will not replace traditional business. The Internet has changed the business model of information asymmetry. Now, cloud computing platform can quickly process big data, and enable consumers to find products that they need more accurately. For this reason, we recalled the former information management director of minbang management center, Minjie, who had participated in the establishment of BPN. We also picked up Liu Yi, a new marketing executive from Procter & Gamble.

　　 Chongqing, because the potential for consumption is huge.

　 Reporter: what did Metersbonwe do in the transformation of O2O? Why did it choose to land in Chongqing?

Zhou Chengjian: in the past, the traditional clothing industry has been worried about how to join the franchisee after the Internet has been changed. How to mobilize the enthusiasm of traditional shops? In order to solve the challenges of online and offline competition, we have made a breakthrough in the management mechanism. For example, in the past few months, we have tried out new products. As long as the order is placed on Bong, the final destination will be the performance appraisal. If the receiving place is a franchisee, the performance will be divided into 10% to 20% by the franchisee. If it is direct battalion, it will be divided into direct battalion companies. In this way, we mobilize everyone's enthusiasm and show our online and offline interaction experience.

And clothing O2O experience shop, will not become a shop. Fitting Room It is the carrier of interaction between online and offline. The Monument for Liberation, which has a total area of more than 4000 square meters, is the first 2 edition of the upgraded O2O experience shop in the country. Each floor is equipped with a fashion interactive device. As long as the bar code is swept, you can choose the matching scheme from the device and realize the virtual matching. Not only that, the store shopping guide is equipped with iPad, consumers can purchase iPad cloud payment system, through Alipay or WeChat payment. If there is a lack of color code, consumers can also send orders to other stores through the Internet.

Choose Chongqing, because there is huge potential for consumption. Chongqing is a leading fashion city with an area of over 2000 square meters, and Chongqing has more than 4. There is a greater chance of success in "touching the net" here.

　　 Next 3 years Experience shop It will reach 1000 families.

　 Reporter: at present, the market is worried that the strategic adjustment of Metersbonwe clothing, especially the upgrading of offline channels, will lead to a sharp rise in fees. What do you think?

Zhou Chengjian: what needs to be explained is that the clothing stores will be renovated and renovated every three years according to the previous operation cycle. This time, the fixed cost of clothing experience shop upgrade is lower than that that should have been renovated and renovated. Our upgrade is based on innovative breakthroughs in design concept, like Chongqing store only spent about 3000000 this time.

According to the plan, Future Ltd will increase its O2O layout in the two or three tier cities. Only in Chongqing, Sichuan, Xinjiang and other places, there will be 30 to 50 similar O2O experience stores this year. At the same time, Metersbonwe's 5000 stores nationwide will not expand significantly, and the total volume may even fall. However, the business area of the monomer will increase significantly, and this experience store will cover 1000 in the next 3 years.