Metersbonwe'S Declining Performance Is Turning Narrower And Narrower.

Metersbonwe is a casual wear brand. With the slogan of "not taking the unusual road", it has attracted the attention of many young consumers.

With the invasion of foreign brands, the popularity of electric business and the slowing down of the economy, the life of Smith Barney is not as comfortable as before.

In the first half of 2015, the US bond industry released a profit of 152.98% yuan in the first half of the year, a loss of 94 million 760 thousand and 200 yuan, and a main business income of 2 billion 962 million yuan, down 20.11% compared to the same period last year. Net profit was 179 million yuan, down 19.61% from the same period last year.

In 2014, the United States began to see a decline in revenue. In 2014, the annual income was 6 billion 500 million, down 16.67% from the same period last year.

In the past two years, Metersbonwe has suffered from falling revenues and declining performance.

Is it getting narrower? Recently, the billion euro network reviewed many ways of Metersbonwe's Internet layout:

1, "one city, one culture, one shop, one story".

In the popularity of the Internet, Zhou Chengjian proposed the opening of the American state experience shop, and began shop packaging concept stores in the second half of 2012, and opened "South Fujian customs", "Kuan Alley and Zhai Alley", "central station" and other special shops, and introduced the concept of "one City, one culture, one shop, one story".

He believes that in the future, experience shop is the carrier of online and offline interaction, hoping to drive the growth of performance through different styles of store culture.

2, withdraw the "state purchase" force O2O

"Bang bang" is an e-commerce platform set up by the United States Bon apparel. It was founded in 2010. In 2011, it was stripped out of the US state clothing listed company due to its poor sales volume. It was taken over by the shareholder Shanghai Huafu Investment Co., Ltd.

In October 2013, it reclaimed the online sales platform, and upgraded the interface and upgraded products.

In addition, Metersbonwe has entered the major business platform to open flagship stores and fully expand the Online layout.

3, hand in Alipay, upgrade experience to get through online and offline

In October 2013, Metersbonwe announced cooperation with Alipay and entered Alipay public service platform.

Public numbers, cash registers and membership systems are connected to mobile payment. Users can pay quickly through Alipay's "face to face payment" function, reducing the trouble of queuing payment, and facilitating the United States to precipitate user data data online and offline.

In addition, the public number can also provide users with the function of online booking and fitting, and can directly choose the clothes needed to shop on the phone and try them on.

4, stay in the two or three line city, set up O2O brand experience shop

After the setbacks in the performance of the first tier cities, the United States turned to the two or three tier cities.

In March 2014, the first brand experience store opened in Chongqing and opened the front page of O2O in the two or three line city.

Experience shop, set up a place of entertainment, consumers can rest in the region at the same time, store iPad preview merchandise, buy goods.

Offline experience shop will also serve as a user's online order picking point to facilitate users to return goods.

In addition, the store is equipped with

Device, users can get collocation information by scanning the two-dimensional code on the product.

5, cross-border investment "wonderful flower theory"

In 2014, Metersbonwe denounced the 50 million Title variety show "wonderful flower" and won its naming rights this year.

"Wonderful flower" is a speech show, the audience is mainly 80 and 90.

Metersbonwe believes that its audience positioning is consistent with its product and consumer positioning, hoping to spread the brand concept and characteristics widely through the increase of clicks. Products are also accepted and chosen by more people.

6. "Fan" APP like a micro store

In April 2015, it launched its own "fan" APP, which is an intelligent business tool and fashion matching platform.

On this platform, users can match Metersbonwe's brand clothing and third party brand clothing, cooperate with many brands to support one click purchase.

According to the news, "fan" is currently signing up with many foreign brands, and it is expected that by the end of 2015, 300 brands will be signed.

US bond clothing seeks to improve its "Internet +" layout through APP, which indicates that the US state is fully trying to grab the mobile terminal traffic, which means that the US state is gradually pforming into a platform.

7, overweight logistics warehousing, complement "norm" development

In July 2015, the US bond clothing announced that the company would invest 30 million 524 thousand of the 30 thousand and 300 square meters of warehouses in Shenyang.

State send Logistics Co., Ltd. is a wholly owned subsidiary of Shanghai Cambridge Industrial Co., Ltd., and Shanghai garment Investment Co., Ltd. is a shareholder of Shanghai Cambridge Industrial Co., Ltd.

"Fan" is positioned as an e-commerce platform. As its development will gradually increase the number of brand cooperation, we need to replenish the function of logistics and warehousing.

Cooperation with the state logistics is also an important step in the O2O strategy.

8, increase by 9 billion, continue to advance

According to the previous understanding of the billion euro network, in July 2015, the US state apparel made a non-public offering of 1 billion 78 million of the company's stock. It is expected to increase by 9 billion yuan for the construction of the "intelligent manufacturing" industrial supply chain platform, the construction of the O2O all channel platform, and the construction of the Internet big data cloud platform project, and is determined to continue O2O.

It is reported that the United States will be divided into 9 billion parts: 2 billion 500 million for the "intelligent manufacturing" supply chain construction, 6 billion for the O2O all channel platform construction, the remaining 500 million for the construction of big data cloud platform.

Although Metersbonwe launched a variety of ways to promote pformation and O2O layout, but the effect is still not obvious.

In 2014, the number of Metersbonwe stores nationwide reached 800, and in 2015, it continued to suffer from the decline in operating income.

As a brand with 20 years of clothing experience, Metersbonwe is a traditional clothing enterprise actively exploring pformation. Even though its pformation and O2O layout effect has not yet been achieved, its positive attitude and rapid execution are worthy of our attention.

Nowadays, foreign brands, e-commerce, traditional brand focus and Amoy brand pformation have gradually saturated the clothing market. Whether the United States can stand firm in the crowded clothing market needs time to continue to test.