Metersbonwe'S Pformation Is Still Frustrated, With Its First Huge Loss.

In recent years, Metersbonwe has made a strategic pformation, but the group is still unable to gain profit. In the past year, Metersbonwe has made its first huge loss.

For the first time in seven years, a huge loss has been made. In recent years, many attempts have been made to pform and fail repeatedly.

Local listed apparel enterprises are facing big and small dilemmas. Among them, the road of "not taking the unusual path" of Metersbonwe is particularly bumpy.

In February 26th this year, the United States and the United States released 2015 annual performance bulletin, operating income of 6 billion 285 million yuan, down 5% from the same period last year, operating profit of 150 million yuan, down 184% compared with the same period last year; net profit loss attributable to shareholders of listed companies was 431 million yuan, down 396% compared to the same period last year.

What is the reason for the first big loss in the first seven years?

Why did it achieve little success in various ways of pformation?

In January, it was reported that Zhou Chengjian, a company president, had lost contact with him. What is the twists and turns of its capital operation?

In response to these questions, the investor newspaper sent a letter to the relevant person in charge of the company, but regretted that no reply was received.

Failed Transformation Road

In fact, a few years ago, America lived a very comfortable life.

In 2008, Zhou Chengjian was sent to the Shenzhen Stock Exchange by the United States, which was founded by foundry. He also made a fortune of 17 billion yuan in the year's Hurun clothing rich list to become the new richest in the Chinese clothing industry.

After the listing, the United States and the United States benefited from the accelerated development of China's urbanization and expanded rapidly at a low price. In 2011, its annual revenue reached 9 billion 945 million yuan and a net profit of 1 billion 206 million yuan.

About the first loss in 2015, the United States

This is what I explained: in 2015, the operation of the company's franchise channel still lags behind the direct channel, and the wholesale income has declined to a certain extent. The overall performance of the company will suffer losses.

But in fact, from 2012, the performance of Smith Barney began to decline year by year.

This is closely related to the strong offensive of the internal and external enemies.

In 2006, foreign fast fashion giants ZARA and H&M began to enter the Chinese market. They quickly became the hearts of fashion enthusiasts by relying on personalization, high performance price ratio and so on. They had a great misappropriation of the competitive market share of Chinese clothing.

Coupled with the rise of the electricity supplier, the Amoy brand is everywhere.

In order to get rid of these difficulties, the United States began to stumble on the road of exploration and innovation.

First of all, in 2008, Smith Barney launched a new brand ME&CITY to expand the new consumer group, and opened an independent flagship store of 1000 square meters in major cities.

But vague brand positioning and blindly pursuing big store mode did not make it achieve the desired results.

Zhou Chengjian also openly acknowledged his own mistakes in decision-making.

This failure has much to do with the fact that there is no change in the supply chain, which is related to the essence of fast fashion, and the sales mode.

Moreover, in order to reduce the risk of sales, franchisees are often limited to ordering best-selling funds, which makes it impossible for us to control the sales channels well, making personalized clothing difficult to distribute and increasing the company's stock.

ME&CITY did not receive the expected results, and the United States looked at the vertical clothing business model represented by all customers at that time.

In December 2010, bon's electronic business platform purchased online.

However, it is equally regrettable that BPN has not become a new bright spot for US bond, but because the discount of the electricity supplier is much lower than that of the franchisee, which has further intensified the internal contradictions.

It is difficult to coordinate the styles, prices and even discount activities of various channels, so as to further increase the stock of Smith Barney.

However, the state's performance is still unable to resist the determination of the United States in the pformation of the Internet.

In 2013, the company began to move towards O2O. Zhou Chengjian proposed a plan to set up the experience shop in the United States, combining the characteristics of the city, and introducing the idea of "one city, one culture, one shop, one story" to create situational shopping.

Experience shop, set up a place of entertainment, online order picking point, and equipped with clothing matching device, users can scan the product's two-dimensional code to get collocation information.

Although the United States has spent so much thought in experiential shops, it still can not catch the hearts of consumers. In the past two years, these experiential shops still have few visitors.

All kinds of tricks are still exhausted, and the United States has turned its attention to the last emerging field, the mobile Internet.

In April 2015, Smith Barney launched APP, a smart business tool and fashion matching platform.

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

In addition, the APP also named the popular network variety show "wonderful flower". The naming fee in the first season is as high as 50 million yuan.

However, even if APP costs a lot in marketing, because it can not integrate designers, buyers and branding together well, there is no design highlight to lead the fashion trend, coupled with the negative burden of traditional production mode, fan APP's performance is also disappointing. Up to now, APP downloads is only more than 370 thousand.

The inaccuracy of positioning led to the failure of the four pformation of Smith Barney, which was still unknown before spending huge manpower and material resources.

A strange capital market

Not only did we encounter many difficulties on the road of pformation, but also the capital road of mebang was tortuous.

In July 2015, the United States announced a fixed increase fund-raising plan to raise 9 billion yuan, of which 6 billion yuan for the construction of O2O all channel platform, "fan" APP is an important part of the project.

4 months later, the amount of fixed increase was reduced to 4 billion 200 million yuan. For reasons of adjustment, the United States did not elaborate. It was based on the comprehensive consideration of the capital market and the actual situation of the company itself.

In addition, from January 18, 2016, the company issued a notice of suspension announcing a major reorganization and plans to acquire part of the stake in a garment industry by issuing shares. The company is mainly engaged in C2M business and can effectively integrate external C2M business resources.

But in less than half a month, the United States announced a resumption of trading, and the acquisition ended in failure.

Although the United States said in its announcement that the failure of mergers and acquisitions did not affect the development process of the company, an industry insider said that the failure of mergers and acquisitions was not entirely without influence, at the very least, it would affect the speed of pformation.

In addition, from January 2016 onwards, the news that Zhou Chengjian, the chairman of the US bond company, was lost.

The industry speculated that this is related to the recent investigation of the former US shareholder Shanghai Chai hee master Xu Xiang.

Public information shows that in September 26, 2014, the 1 products of Xu Xiangqi and the 11 phases of Chai hee respectively purchased 26 million shares and 20 million 300 thousand shares of MB 26 million, respectively, through block trading.

Subsequently, Chai hee 1 and hee hee 11 in September 29th through the two market, with 10.72 yuan and 11.26 yuan of the average price, the United States of America clothing shares all thrown out, a total of 57 million 260 thousand yuan.

But at the time of high price shipments, the 6 phase of Chai hee sold on the same day through block trading, buying 9.82 shares of the United States by 50 million 550 thousand yuan at the average price of 9.82 yuan / share. The shareholding reached 5% of the total share capital, reaching the red line of the brand and becoming the third largest shareholder of the American state dress. After that, Xu Xiang cleared the American state dress in the 4-5 month of 2015 and nearly 900 million yuan.

Now that Xu Xiang has committed the crime, according to the public nature, he is suspected of obtaining the insider information of the stock market by illegal means, engaging in insider trading and manipulating the trading price of the stock.

American Apparel

There is no final investigation conclusion on the relevance of the case.

However, all the doubts that come out in the capital market will make investors unable to be reassured, and will also bring great doubt and negative influence to their future A share market.