Mei Bang PK Semir: Deducing The Legendary Legend

American Roger Nagel put forward the concept of "virtual enterprise"; Anita Mui, Leslie Cheung, Priscilla Chan and other star and fashion pioneers wore T-shirts, waist skirts and jeans to the mainland in various activities; in Wenzhou, tailor Zhou Chengjian's business failed.

Zhou Chengjian can make Chinese tunic suits and Lenin suits, and also make suits and flares. But where have all the customers gone?

This is the first generation of Chinese casual wear "Hongkong brand" era. Giordano and burshon brands are easy to occupy the market with some basic street style casual wear.

Zhou Chengjian, who had been a tailor for more than ten years, was surprised.

In 1995, the first store of "mus bond" opened in Wenzhou Park Road. But Zhou Chengjian is too busy with small workshop production. The overtime work of tailoring shops can not meet the demand of rapid development. If you want to open a factory, the only 4 million yuan on hand is a drop in the bucket.

Chatting with a retail salesman of Giordano, opening up a new world for Zhou Chengjian: in the mainland, Giordano, which has a sales of HK $1 billion 200 million a year, does not have a production plant. All sales are done by franchisees. Zhou Chengjian's heart shook.

Though he did not understand the concept of "light assets" and "virtual operation", he spanlated the learning mode in his own words: borrow eggs from chickens, borrow nets, catch fish, and quickly establish cooperative relations with more than 10 processing plants in Guangdong by this vivid analogy. The United States then opened more than 10 stores in Zhejiang and Jiangsu.

In a short span of three years, Zhou Chengjian earned a lot of money, and the annual sales volume of the US dollar was about 20000000 yuan, which attracted many followers. To some extent, several forces in China's leisure wear were formed: the bursworth, Baleno, Giordano and JEANSWEST from Hongkong were habitually referred to as the Hong Kong faction, still enjoying the first dividend, and the market share was absolutely leading; the YISHION and Ayilian from the Pearl River Delta were widely distributed, and they were making efforts to survive; while Ningbo, Wenzhou and other countries in the United States, Semir and Semir were developing rapidly.

Among them, Semir is the biggest rival in the US and Japan.

In the same small town of Wenzhou, Qiu Guang, who had been puzzled by years, could not ignore Zhou Chengjian's success. Qiu Guang and quietly around the United States around a few days later, the creation of its own brand - Semir. From style to consumption positioning, and then to find a person to work, to open stores, Qiu Guang and all live learning.

In 1997, Semir The United States has lost nearly 20% of its market share in Wenzhou by earning about 20000000 yuan.

For the rise of Semir, Zhou Chengjian no longer indulged. Soon, new models of hundreds of specifications and varieties of coats, T-Shirts, sweaters, jeans, underwear, socks, belts, leather bags and shirts were introduced to the market, directly to Semir.

Qiu Guang and not panic. At this time, Semir has already established its own supplier team in the source of Guangzhou, which has just earned about 20000000 yuan, and soon spanformed into hundreds of products that are suitable for the US state.

At the turn of spring and summer, a contest of homogenization products without suspense began quietly. Even Giordano, JEANSWEST, Tonlion and other other schools had prepared a large number of promotional products and price strategies to deal with the death of two enemies.

Unexpectedly, Zhou Chengjian made a false impression of two new products that he had never seen before: cylindrical pants and rolled up shorts with large sides. This is the most popular style imported from Europe and America. It was hidden in the warehouse half a month ago.

At that time, although there were dozens of brands in the casual wear market, there was nothing more than imitation. The new appearance of Mei bang made a sensation immediately.

Semir hurried to meet. Designers stayed up late for work and made 50 thousand new casual trousers from Guangzhou. In order to surpass his opponent, Qiu Guang asked the foundries to use the best cotton material.

As the weather gets hotter and hotter, the trousers are finally sent to all the stores in Semir, and a massive counterattack is about to begin. Unexpectedly, because of the shrinking properties of cotton fabrics with less polyester, Semir's new trousers were almost completely cut after consumers were washed, and consumers demanded to return them. Semir is a dead horse.

The winning state of the United States directly threatens the market position of Hong Kong brand. In order to save more than half of the young market, Baleno, a big boss, specializes in subdividing the "geometry of life" for consumers aged between 16 and 28. Giordano has no choice but to launch the Blue Star Exchange series for mid and low age parity products. Only the burger dragon did not move.

The US chain's effect is more than that: Semir's pressure on Semir to target young people between 16 and 22 is huge.

However, through this campaign, Qiu Guang realized that simple imitation has the danger of falling into enemy traps, and it is very important to grasp material and fashion trends. He moved the product development center to Shanghai, less than ten miles away from the United States. Soon, 7 series of 256 styles of casual wear were placed in front of consumers. Nearly 100 Semir stores also blossom in the whole country.

Opponents are working hard on product development, but Zhou Chengjian has begun to study consumer psychology.

Youth is the pronoun of fashion trend. Young people are not fashionable clothes, but through clothing, their social identity needs are met. Neither the old rival Semir nor the gang of Hong Kong seems to have stepped on the drum.

Do not go Ordinary road The bright slogan was put forward by the United States. The United States also invited Aaron Kwok, one of the four heavenly kings with strong psychological identification among young people.

More consumers know Aaron Kwok through the United States. The sales volume of Smith Barney suddenly dropped from 500 million yuan to tens of millions of yuan, and sales increased by 600%.

Star endorsement can be regarded as the first step to start the marketing of domestic leisure enterprises, and the blowout of Smith Barney's sales has shocked the market again. Soon, YISHION invited Hongkong movie star Cecilia Cheung, Louis Koo and Tonlion to invite S.H.E to join in the image war.

It was during this period that mainland China suddenly increased more than 2000 kinds of leisure brands. Tonlion, Gao Bang, Bai Lide, YISHION, Yi Min, Zhi Zhi and Paci Doug of zhe sent them all out of the country to enter the whole country. At this point, the wave of Chinese casual clothing formally deconstructed the traditional formal shirts and Western-style clothes, and swept the whole country with the trend of mountain and tsunami.

Other brands that grow rapidly and expand Semir's risk of being dumplings at any time. And compared with the annual sales of more than 8 million pieces of the United States, compared to the annual sales of about 3000000. Mei Bang can take out about 16000000 yuan endorsement fee, but Semir is shy.

Under heavy pressure, Qiu Guang and he remained sober, and Semir had the chance to break through the channel.

investigation Smith Barney The report of the model is placed on Qiu Guang and the desk: the profit margin that the United States puts to the franchisee is only about 25%, and every year it has to pay 50 thousand to 300 thousand yuan for the brand joining fee.

Qiu Guang and soon came up with a strategy: since the strength is not comparable to that of the United States, it is better to simply lay down the status and relax the conditions - Semir gives the regional agents the right to develop their own lines, profits are drawn by the developers themselves, and the franchisee's brand royalties can be paid in batches. A few strokes down, Semir not only harvested a large number of first class agents, these first class merchants quickly brought Semir a large number of two or three level franchisees. By the end of 2000, Semir stores suddenly increased to 320, with sales of nearly 200 million yuan.

Semir finally got money. Strike while the iron is hot, Qiu Guang and big hand hire Hongkong small heavenly king Nicholas Tse as Semir spokesperson, unruly and unruly "what to wear," so that Semir immediately became popular among young people, selling and even surpassing the United States once.

The United States invited Jay Chou to help, and countless fans were drawn into the consumer camp of the United States. In order to make better use of resources, the United States will even move its headquarters in Wenzhou to Shanghai, where star resources and information flows are more active.

Looking at the national market, the two sides were locked in war. Show Luo, Super Junior-M, Angela Chang and Willber Pan joined the two camps. Driven by the huge star effect, the sales volume of Semir suddenly increased to 5 billion 600 million yuan in 2010, and the United States was surpassing 7 billion yuan. Endorser marketing has become the standard of the industry, and the Chinese mainland casual wear is also maturing in the confrontation between the US and Semir.

Qiu Guang, who has gained a firm foothold in the strangulation of the United States, found that if he stepped on his opponent's rhythm, it would be difficult to surpass the United States. It is suggested that there is no children's clothing at this time, but leisure children's clothing is rising in China. If we seize this trend, Sen Ma can surpass the US state in one go. Thus, Semir's first brand of children's clothing, a middle-income household in the city, came out.

Of course, Semir's story was hidden from Zhou Chengjian. The United States and the United States immediately set up the research and Development Department of children's clothing. Old Qiu Guang and hastened to show weakness: "Semir has never regarded the United States as an opponent." Luckily, Zhou Chengjian quickly adjusted his attention. He aimed at a new group of professionals. Previously, the products of Smith Barney were mainly sold to students aged 16 to 22. In the flash of ten years, these American children have grown into working people with purchasing power.

Without the threat of the biggest rival, Qiu Guang's heart fell from his throat to his stomach.

Barbara, with the help of Semir's network of connections, bypasses other brands of children's clothing brands and takes the two or three line markets such as Wenzhou and Xuzhou, and has copied Semir's "virtual operation and brand chain" mode. In 2005, sales of balbala children's clothing reached 300 million yuan, Semir's total sales volume was 1 billion 700 million yuan, and three years later, it jumped to 3 billion 300 million yuan.

On the other hand, with the opportunity to list in Shenzhen, Smith Barney launched a high-end leisure brand named Me&city in 2008. Zhou Chengjian sent a small gold plated sewing machine to the SFC, indicating that MP wanted to be a global clothing brand.

Sure enough, the popularity of the listing, coupled with the "global tailor" was heated by the media, Mishti's popularity rose, and the overall occupancy rate of the United States and the United States rapidly increased, and sales exceeded Semir's about 1000000000 yuan for children's wear.

When market competition develops to a certain stage, there will be price war and market shuffling.

In the summer of 2008, Semir launched a massive promotional campaign across the country. Those who were waiting to see broke out buying enthusiasm, and the overall sales of inland leisure brands increased to 70%.

The success of the group's sales promotion made Zhou Chengjian heart. Mishti folded 4 in the stadium and 50 percent off in the store.

However, the results of discount promotions are not satisfactory, and a large number of consumers never look back. The original discount greatly damaged the impression that the consumers in the workplace were noble and high-quality, and even had doubts about the quality of Mishi. The United States suddenly realized that it was brakes.

For a time, Semir was ahead of the US state by several percentage points. Until US bond launched V