Smith Barney, The Highest Price In The US, Said It Still Suffered Losses In The First Half Of The Year.

Metersbonwe's life still looks bad.

Recently, it has also been launched in Wenzhou.

Semir released both in the first half of 2015.

US bond net profit fell by 152.98% compared to the same period last year, resulting in a loss of 9476.02 yuan and $10000, while the latter's performance was much better, up 22.94% over the same period and 423 million yuan in net profit.

The explanation given by Metersbonwe is that the problem is at the franchisee.

In terms of revenue, although the direct store grew by 5.09% over the same period, the franchisee fell by 20.51%.

In terms of gross margin, Direct stores declined by 2.41% while franchised stores fell by 28.2%.

This is not the first time Metersbonwe has fallen.

In the 2014 year, its annual revenue dropped from 7 billion 800 million to 6 billion 500 million yuan.

In the first half of the year, its main business income was 2 billion 962 million yuan, down 20.11% compared with the same period last year, while net profit was 179 million yuan, down 19.61% compared with the same period last year.

The 1995 year old company was founded in Wenzhou Park Road. After its headquarters moved to Shanghai, the company put forward the slogan "do not take the unusual road". It also found Aaron Kwok and Jay Chou to open the young people's market, and implanted Transformers.

Of course, the effect of marketing is fluctuating with the rising and falling of the stars themselves.

And this year, it named the "wonderful flower" the first season at the price of 5000 million, and announced the renewal of the second season.

But these can not be saved at the moment because there are always problems with core products.

One theory is that the high-end brand Me&City launched in Shenzhen in the 2008 year of the US bond market is an important reason for its embarrassment.

At that time, it adopted a discount sale strategy similar to the popular brand, but it made people wonder about the so-called high-end positioning of Me&City.

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Another part that pushed the us to launch is its big store strategy.

In order to open up 2000 square meters square store in the northern Guangzhou Shenzhen and Shenzhen expensive business circle

Competition, the United States also began to abandon the traditional small shop mode, and opened a large flagship image store in 68.

But this layout is also useless. The United States has expanded its product line by developing new products, but the stores that are full of goods have not brought more popularity. It only brings the annual rent pressure of 2000 yuan more than a single store. In 2009, this part of the cost even accounted for 27% of its total consumption.

In 2012, the expensive Shanghai Huaihailu Road Mei Bang big shop took the lead in shutting down.

In 2014, Me&City withdrew from Wangfujing in Beijing.

In 2013, Smith Barney went to the online stores of Jingdong and Tmall, and reduced the inventory from 2 billion yuan to 10 billion yuan in half a year.

The original competition pattern also began to change, local clothing brands continued to be weak, and local competing products such as YISHION also moved to Southeast Asian market.

In July this year, the United States announced that it raised 90 yuan billion yuan to pform the Internet, and set up an entrepreneurial platform called "fan".

And used a very small word.

"Fashion" industry chain to frame this strategy.

The goal of the United States is to become China's UNIQLO, but it seems to be farther and farther away from this goal. Is it going to be the end of the day or is there any future drama to see whether Metersbonwe can find new breakthroughs?