Why Did The US State Lose 400 Million Last Year?

Many successful entrepreneurs have a feeling of creating a century old shop.

So is Zhou Chengjian.

On many occasions, he declared that he wanted to create a garment enterprise that could represent China to the world.

But when times change, the aura surrounding this dream seems to be fading.

In 5 years, Zhou Chengjian founded

(hereinafter referred to as the US bond) revenue has been reduced by more than 40% from nearly 10 billion yuan, and the profit has exceeded 1 billion 200 million yuan to the first time in 8 years, and the loss has exceeded 400 million yuan.

What has happened in the past 5 years?

7 vice presidents, 5 years later, there are only 1 people.

Zhou Chengjian pursued the idea of "doubting people to use and using people to be suspicious", which made it impossible for employees who worked in the United States for more than 10 years to fully acquire his trust.

Visual Chinese data

"Although we came out, we heard more and more bad news over the past two years. In fact, we are anxious for the United States."

In June 24th, a former executive in the US state told reporters.

In the past 5 years, many of his colleagues have left the United States, and in his view, "no one is" is also the reason for the failure of the United States.

Of the 7 executives who received equity incentive in April 2010, only Zhou Chengjian, nephew and Zhou Wenwu remain in the US.

Since the departure of vice president Cheng Weixiong in 2012, other vice president of the United States has also left.

In 1995, Wang Quangeng, who joined the US state, left in 2013. He left Xu Weidong and Han Zhongwei in the same year. Yin Jianxia, who also worked in the United States for more than 10 years, left in 2015.

Now, there are executives leaving.

According to the reporter, Lin Haizhou and Liu Yi, who had worked in Procter & Gamble for a long time, were vice presidents in June 2013 and January 2014 respectively. But the two people are not far away from the "resignation" now, and the two contracts are three years.

Outside analysis, if two people leave their jobs on one hand, they will be difficult to integrate with foreign companies and private enterprises. On the other hand, they will also be related to last year's huge losses.

Personnel shock is regarded as a chronic disease in the United States.

As early as in 2009, Zhou Chengjian said in an interview with the media, "refuse seventh times of personnel shock". After that, the company experienced six times of personnel shock, including the departure of 5 managers in 1997, the departure of 19 managers in 2002 and the departure of 2 vice presidents in 2004.

Zhou Chengjian pursued the idea of "doubting people to use and using people to be suspicious", which made it impossible for employees who worked in the United States for more than 10 years to fully acquire his trust.

In 2012, when he was in the stock crisis, Zhou Chengjian criticized his subordinates' "three eggs and one not" (that is, asshole, bastard, nonsense and nonfeasance) for a while.

Because his subordinates could not achieve his expectations, a number of employees were left for reasons such as changing positions.

"If he thinks you are wrong, no matter what the occasion is, he will curse directly."

A departing person said, "he doesn't need your ideas, and more importantly, carries out his ideas. If you fail to do so, your ability will be questioned."

Recently, Zhou Chengjian asked us to learn from the organization of the "family culture" as the core of the organization building.

Although the trainers emphasize that this culture emphasizes the family, namely the master spirit, there are still some people who resent this.

"It is unthinkable that we are still advocating this kind of culture until now."

A departing employee told reporters.

In his opinion, although the enterprise is founded by the boss, the ownership is the boss, but the employees are also making contributions to the enterprise with youth and time, all of them are part of the enterprise.

Almost every person who left American state chatted about Zhou Chengjian expressed a similar view: the successful experience of the past made him not easy to accept the opinion of his subordinates. "One thing, from 0 to 1, may not have too much opinion, but he does learn very well, and when he develops to 1-2, there will be a lot of his own ideas and things are hard to move forward again."

These vice presidents have chosen to start their own business after leaving the US state.

In the industry.

"A patient without patience"

"As an entrepreneur, Zhou Chengjian has a keen market sense, but he is an impatient man."

A man who worked with Zhou Chengjian said to the surging journalist.

This character is also reflected in several big investments in recent years.

"He likes big moves, investing heavily and growing fast."

In 2008, the United States tried to get from H&M, ZARA, etc.

The brand has a share in its hands, and a high-profile fashion brand ME&CITY is launched.

At the beginning of the birth of the brand, Zhou Chengjian gave the brand a sales target of several hundred million yuan in the first year, and hoped that it could achieve 2 billion yuan sales in 2009.

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Wentworth Miller endorsement ME&CITY

In order to achieve this goal, ME&CITY and Wentworth Miller signed the hottest "jailbreak" starring Wentworth Miller as an image endorsement, bringing a brand that was born from creative ideas for less than 1 years to the market.

Generally speaking, the incubation period of clothing brand is three times of this time, so as to ensure the complete plan from product positioning to channel promotion.

The result of hasty listing is that ME&CITY sales actually amounted to less than 100 million yuan in 2009, and its operating income was only 350 million yuan in 2009.

In 2012, the ME&CITY flagship store in Huaihailu Road was closed due to poor performance.

A clothing industry asserts that "Smith Barney wants to learn ZARA, H&M and study UNIQLO, but it will never succeed because the genes are different."

This person believes that whether they are ZARA, H&M or UNIQLO, they all have their own clear positioning and mission, and every part of the organization is designed and operated for the same mission.

"In recent years, the United States has been making the same mistake, it always stands in the current draught, but it did not fly at one time."

Industry insiders said.

In the next few years, the United States and the garment industry first pformed the Internet.

Lost in the Internet Transformation Road

Mester's flagship store in Nanjing Road, Shanghai

After experiencing setbacks in ME&CITY, Zhou Chengjian said he had changed himself. He said, "although I can use billions of assets now, I am more cautious than before. I was a purely opportunist, and now I am a risk conscious person."

However, what people usually realize is not fully implemented in action.

In October 2013, Zhou Chengjian recalled the original CIO (Chief Information Officer) Min Jie, who participated in the creation of the state purchase network, and set up the O2O platform. According to the planning at that time, there will be 100 stores implementing O2O mode in 2014. In the next 3 years, this mode will cover 1000 stores.

The wireless Internet service is provided in the store. Consumers can use the mobile phone to scan the two-dimensional code in the store and log directly to the state purchase network to select the merchandise. They can also pick up the color size at the store and place the order directly in the state purchase network.

But a year later, the target has not yet been completed. Minjie has left the US state again.

According to people familiar with the matter, min Jie's departure is due to his disagreement with Zhou Chengjian on the development goals of O2O. "The direction of Min Jie's proposal is to make full channel consumer data analysis through O2O, to understand the trend of consumers, and to provide services for business decisions. But Zhou Chengjian can't wait. He hopes to push ahead with sales and use more radical strategies to boost sales."

After the increasingly quiet concept of O2O, in 2015, the United States again launched a heavy APP, not only Shi Yuzhu, Zheng Yonggang and other business giants platform, but also invited the spokesperson Jay Chou.

Zhou Chengjian said that the business mode of "fan" is to convert hundreds of millions of passengers and 10 million of the group's 4000 stores into platform users, and to make profits through the way of selling to the brand and sharing various kinds of cooperation with the seller.

Over the past year, fan's sponsorship through the three quarter of "wonderful flower" has indeed increased its popularity. However, compared with the tens of millions of downloads of similar products, there are only 600 thousand downloads of fan in Android system.

Successful marketing has not been successful, because the product itself has problems.

"The birth of a norm, in itself, is not clear, whether it is to serve its own brand or to build a platform. Now it looks more like a platform, but at the moment, there is not only a lack of similar platforms in the market, but there are many inherent defects in the market compared with the competitors, including not enough categories, and the Internet innovation of traditional enterprises is lack of openness."

Shouting is differentiation, but homogeneity is done.

Zhou Chengjian likes to call himself a tailor, and even when it was listed in the United States, he presented a gold plated sewing machine to the Shenzhen Stock Exchange.

The United States has defeated Giordano and Baleno, and has beaten its old rival Semir by its unique style. But in recent years, the United States has frequently publicated its Internet and publicize its stores, but it has no product itself.

After leaving, Cheng Weixiong once wrote a book, "my 13 years in Metersbonwe", and mentioned in the book, "what causes Chinese clothing enterprises to face huge market, but nothing?"

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In his view, the most important reason is that many enterprises, including business owners, start from focusing on products, then focus on brand building, and later become leaders of the industry. In the process, they increasingly ignore their core competitiveness construction product development strategy.

In his view, sales in the United States and other companies declined in recent years, mainly from the attention of the market.

"They are committed to product reengineering, attracting new and old customers to their needs and aspirations, and trying to change the mode of operation and mode, or reduce costs to change the price, try every means to attract the attention of consumers, but with little success."

The United States, including the United States, often calls for differentiation, but homogenization.

Compared with the name of the tailor, Zhou Chengjian was more attracted by others.

Whether it was the name of the body advertisement that bought a double decker bus that year, moving from Wenzhou to the whole country, or the "light asset mode" of "sales and production outsourcing" created by the Chinese clothing industry, it is more impressive.

At the beginning of this year, Zhou Chengjian lost contact for a short time. It was generally believed that it was related to Xu Xiang's case.

From 2014, there was still nearly 150 million yuan in profits. Why did it lose 432 million yuan in 2015? 396.57% fell sharply, not only the outside world felt dumb, but also the Shenzhen Stock Exchange put forward a letter of inquiry.

In any case, the United States will not fall easily.

After experiencing the inventory crisis in 2012, the United States has made great efforts to build direct stores, but the number of stores has dropped from 5000 in five years ago to 3700 at present. However, the United States has basically controlled its stores in the first tier cities.

It is reported that with the sales confidence of franchisees getting weaker and weaker, the revenue of direct outlets now accounts for more than half of the total revenue.