Metersbonwe: Global Tailors Rely On Virtual Operation

The vast majority of enterprises are building, producing and selling. Metersbonwe, like its advertised "no ordinary road", is based on brand operation and does not have a factory. It builds a "information superhighway" covering all aspects of production, management and sales through more than 300 upstream suppliers and more than 2700 downstream stores.

Now, every 2 seconds, a dress with Metersbonwe logo is bought by the consumer.

No one knows that Metersbonwe is "Karate", but people in the industry know that to make suppliers into a cooperative partner, we need to know about the sales of any 85% stores that are franchised stores. We should not only have the foresight and sagacity of information construction, but also have a software research and development team.

Metersbonwe started business in 1995. At that time there were only a few humble stores. Each product entered and sold by the sales statistician, and from the production to sale, how many styles were sold, no one knows for sure.

Fortunately, casual wear is very good at that time, and the confusion of business statistics will not restrict the development of enterprises.

Metersbonwe has realized that enterprises do not have the business process and data information standards, which will not enhance the company's response speed to the market.

In 1996, Metersbonwe started the breakthrough of information construction from warehouse management, which is the bottleneck of private enterprise management.

Metersbonwe put all the products into bar code management, requiring all the barcode technology to go out and enter the warehouse. At that time, many people in the enterprise did not adapt, and some even proposed to abolish the import, export and storage system.

Soon, information shows its tremendous power. The customized system has been upgraded to become a chain information management system in the early stage of development. It does not cost much, so it basically solves the chronic diseases of the chain stores and branch offices, such as fax reports, manual statistics, and sales reports, which are not timely and inaccurate.

In 1998, Zhou Chengjian, chairman and general manager of Metersbonwe, made two major decisions.

The first is to make Metersbonwe a brand name for young people's leisure wear. The second is to imitate Nike's "production outsourcing, direct and franchised" business model, that is, in addition to the core resources of brand and design, the upstream producers and downstream franchisees will carry out "virtual operation".

Although these second decisions were not enough for the lack of sufficient development funds at that time, they made Metersbonwe's "not taking the unusual path" brilliant.

In 2001, Metersbonwe began to pform its information system into full scale. With the help of professional companies, it developed a practical enterprise resource management system suitable for its own business processes and management needs.

The system covers headquarters system, factory system, agent system, exclusive store system, and also includes interfaces with external systems such as e-commerce system.

Now, entering the remote management center at Metersbonwe's headquarters in Shanghai, you can see a screen wall showing real-time images, and real-time images of any one store in front of you will appear before switching through the computer.

Zhou Chengjian can instantly get the sales performance of each store in his office, even the details of local climate change, consumer preferences and so on.

In addition to assessing the sales performance of each store in real time, the company headquarters can also analyze the incoming, selling and storing data of the entire supply chain, and make timely decisions such as promotion, distribution and pfer of goods.

The franchisee can also see the latest product designed by the company through the system. Metersbonwe has a design and research team of more than 100 people. Meters/bonwe and Mei & C will launch a total of 7000 products every year. If the franchisee looks at a product, they can place orders and pay goods on the Internet, and the supplier can organize the production if they get the order. The whole process is only two minutes, from ordering to delivery, as long as 2 to 4 days.

2008 is an important year for Metersbonwe. In August 28th, it officially entered the Shenzhen stock exchange. On the same day, it listed the brand new brand: Zhou Chengjian and I hope that in the next 3 to 5 years, the new brand will catch up with Metersbonwe's scale.

This year, the company also formally entered the B2C online shopping website and opened its first online store.

Zhou Chengjian's long-term goal is to consolidate the domestic market, and take the two brands out of the country in the future to become "global tailors".

Wang Xiaonan: editor in charge