Metersbonwe Lost More Than 400 Million? Treatment Of Pformation Syndrome

Do you know where the brand of ME&CITY is? Do you know the brand of children's clothing MOMO? Do you know the shopping platform of "bang bang"? Do you know that APP has "fan"? Maybe someone knows, but I didn't know about ME&CITY except in ME&CITY.

Well, that's all.

The sub brand of the group.

Perhaps you are surprised, feel that the United States is very powerful, but you think carefully, it has so many sub brands you do not know, in fact, it is a very sad thing.

In fact, with the rise of the electricity supplier, with the international fast fading brand entering China, the consumption environment is constantly changing. "Transformation" has become a hot word constantly mentioned by the domestic garment industry.

Metersbonwe is also actively dealing with it, but its performance is too "anxious".

How did we get to the United States? How did we get the "pformation anxiety disorder"?

In 2008, Zhou Chengjian was sent to the Shenzhen Stock Exchange by the United States, which was founded by OEM.

That year, Zhou Chengjian also had 17 billion yuan of wealth in the year's Hurun clothing rich list to become the new richest of Chinese clothing tycoons.

After the listing, the United States has been doing well in the road, and even defeated the JEANSWEST, Baleno and other leisure clothing brands that entered the Chinese market in the early days.

At that time, however,

On the one hand, the international fashion brands such as ZARA and UNIQLO started to push the Chinese market. On the other hand, Amoy brands flourished with the development of online shopping.

This has also made the ambitious US state lose its way.

It is reported that by the end of 2009, the United States apparel inventory was only 900 million yuan, 2010 yuan rose to 2 billion 500 million yuan at the end of 2010, and it climbed to 3 billion yuan in 2011.

In this regard, the United States formally got "

Anxiety disorders led to four attempts to fail.

First, in 2006, when ZARA and H&M entered the Chinese market, they quickly divided China's clothing market share with fashion, individuality and cost-effective.

The answer of the US state is to imitate the operation mode of ZARA, and to develop fast fashion.

But for the United States, which is obviously longer than the fast selling brand and the agent system, which is different from the direct sales agency, the pformation is more than enough, and it opens the curtain of the "high inventory" of the apparel.

Second, the development of van customer's life has been hot for a while, and its vertical clothing business model has been attached importance to by us, because vertical electricity providers have the characteristics of light assets, light channels and low inventory, which can help us to realize the quick response of supply chain.

Therefore, the United States began to take the lead in the pformation of electronic commerce. In December 2010, the electronic business platform of the United States Bon bought online.

Contrary to what may be expected, BPN did not bring more improvement to the company's performance development, but intensified the inner struggle of the company's channel and then stripped it.

It was not until 2013 that the United States recovered the state purchase network and tried to integrate it with the entity store.

Third, in the same year, in the field of layout of children's clothing in the United States, MC kids and MOOMOO children's clothing were launched, but at that time, luxury brands, fast fashion brands and even women's clothing brands began to set foot in children's clothing.

So until this year, sales of children's clothing in the United States are only around 300 million yuan.

In 2008, the me&city of Zhou Chengjian's decision was a mistake.

Fourthly, after trying O2O pformation, the United States turned its attention to the mobile internet field and vigorously developed APP.

In April 2015, fan APP came out ceremoniously. "Fan" was led by Zhou Bangwei, Zhou Chengjian's son studying in Canada.

This is a dress matching platform and supports one click purchase, which has many similarities with the American fashion mix APP Polyvore.

This APP has spared no effort in marketing, naming the popular network variety show "wonderful flower". However, even in this popular program after 90's, it's hard to provide effective support for fan APP. As of October, APP downloaded was only about 200000.

It's bad enough, but "pformation anxiety disorder" is a disease.

Running off sauce believes that the US state can imitate the surface management of fast selling products, and can not make effective and in-depth adjustment in the supply chain, which is the key to the failure of its fast fashion pformation.

Its short-sighted and reckless cultivation, stripping and recovery of e-commerce sites not only delayed the prime time of the development of its electronic commerce website, but also wasted a lot of manpower and capital costs.

The main reason why fan APP can not be popular is that it is difficult to guide the fashion trend, and the aggregation force of fashion buyers, buyers and brands is not strong enough, and the ecological chain is not yet perfect.

The United States has not pinpointed the demand of consumers. For consumers, if the brand positioning is fuzzy, the style is not bright enough, and the work is not exquisite enough, even more marketing and gimmicks can hardly conceal the quality problems exposed.

If you want to be a "real" aristocrat, you will discard the superficial trend and break the backward supply relationship that really imprisons the development of enterprises, so as to improve efficiency and bring out the spirit of artisans to draw every picture and do everything well.