Metersbonwe Closed Nearly 1500 Stores, Once The Industry Leader Went Down The Altar.

according to

In the first half of this year, the US dollar's net loss reached 60 million 190 thousand and 800 yuan, and the annual loss exceeded one hundred million yuan. In the first half of this year, more than 1500 stores were closed in 3 years.

Metersbonwe, which has never taken the unusual road, was once the leading garment industry in the country. But it has been forgotten in recent years, so many people will be shocked to see this news.

In fact, the failure of the United States and many other traditional industries are undoubtedly two reasons: first, the pformation is not smooth, and the two is the double impact of domestic and foreign brands and the Internet.

Once the industry leader walked down the altar, the rise and fall of the United States of America can be said to be the epitome of the entire garment industry in the era of big Internet and big business.

When it comes to the United States, whether it was the glory of the past or the embarrassment of the present situation, Zhou Chengjian, the head of his business, could not get around.

In 1995, Zhou Chengjian opened the first Metersbonwe store in Wenzhou five Horse Street.

Therefore, the "since 1995" will often appear in the state of America.

Once, the clothes printed with the "Meters/bonwe" sign were "brand names" in the hearts of some young townships.

At that time,

And Nike has not yet appeared in small cities, but many domestic clothing brands can be seen everywhere, such as the United States, JEANSWEST,

And so on.

At that time, there were not many channels for people to do business. The United States often advertised on the big platform of CCTV, and its popularity rose at once. It was very easy to recruit agents everywhere.

This is also the main reason for the rapid development of the United States.

The United States is using the franchise mode, insiders also proud of it is called "net fishing."

According to the different regions, they charge 50 thousand to 350 thousand franchisees a year.

The size of the state stores has doubled.

From 2003 1995s, Smith Barney's stores spread all over the large and medium-sized cities, with nearly more than 1100 stores.

By 2012, the largest number of stores has reached 5220.

Once hot: the world's first

In 2008, Smith Barney was listed on the Shenzhen Stock Exchange. Zhou Chengjian gave a small gold plated sewing machine to the Shenzhen Stock Exchange as a gift.

He also set an example of ZARA, a fast fashion brand abroad, hoping that the United States could surpass it in the future.

After the listing, the stock market went up 51%, and Zhou Chengjian and his daughter combined more than 16 billion yuan to become the richest person in China's apparel industry.

And two famous entrepreneurs --

Group Chairman Niu Gensheng and

Wang Shi, chairman of the group, is also adding glory to the listing of the US state.

Wang Shi is said to have been a good friend of Zhou Chengjian, and Niu Gensheng is a classmate of Zhou Chengjian Yangtze River Business School.

The two then served as director of the US state.

In 2008, Smith Barney's revenue and net profit were 4 billion 474 million yuan and 588 million yuan respectively.

Since then, both revenue and net profit have risen sharply, reaching its peak value until 2011 - revenue of 9 billion 945 million yuan and net profit of 1 billion 206 million yuan.

From the data point of view, 2011-2012 years is a turning point in the history of the development of the US state.

Inventory difficulties

As a model of the US, ZARA has only direct outlets in China, with a small quantity of production and a very fast style update. The average two weeks will be new. The direct store mode provides a guarantee for the fast supply chain's low inventory.

There are also a large number of fashion designers, collecting information design styles from the major clothing week to ensure ZARA's innovative ability.

Zhou Chengjian firmly believes that the mode of "direct shop + franchised store" is the best. The first tier cities are the main outlets to enhance brand influence.

The three or four tier cities are mainly franchised stores to enhance market coverage.

In essence, although the United States of America is a model of ZARA, it is quite different from ZARA in practice.

In addition to the rapid expansion of the store size, the production cycle of the American state is 2 months to 3 months, and tends to produce a lot of production.

In 015 years, the stock of the US had reached 37 million 610 thousand.

The production of ZARA is small batch, multi style, short cycle and flexible inventory.

Zhou Chengjian also felt the pressure of American stock, and severely criticized his subordinates' "three eggs are different", that is, asshole, bastard, nonsense and inaction.

It is also interesting that the spokesperson of Smith Barney has been from 2003 to now.

From 2003 to 2011, it was Jay Chou's golden development period. The revenue of Smith Barney continued to rise year by year. By 2011, Jay Chou's focus shifted and its exposure decreased.

I wonder if this is a coincidence, or is Jay Chou really influenced?

The profit margin of Smith Barney went from bad to worse. In 2011, the net profit of the United States was 1 billion 206 million yuan, and in 2015, it lost 131 million 920 thousand yuan.

The United States has come to a critical point in urgent need of pformation.

The traditional industry has reached the end of the winter.

It is recognized that the year when foreign brands entered the country in 2008 was very large. In 2008, the Olympic Games in China started the construction of infrastructure. The domestic economic development was very fast, and the consumption level of the people was also rising.

International brands also take the opportunity to enter the domestic market.

The original state of the United States,

The competition between JEANSWEST brands, with the entry of a large number of international brands, the advantage of product and marketing is gone.

The domestic garment industry suddenly became nervous.

In the past few years, the domestic clothing brands had been greatly expanded and suffered from external attacks.

In 2008, the United States was at its peak, and they were not afraid of international brand competition.

He told the media that "although many overseas fashion brands enter China, they have changed their consumption outlook to a certain extent, but compared with the United States and the United States, they still lack knowledge and Research on the Chinese market, or lack of development strategies for the Chinese market."

At the same time, there is a more ferocious pressure coming from.

。

Smith's clothing is partial to leisure, and he faces international competitors such as H&M and UNIQLO. These brands are very threatening to the United States.

At the same time, the electricity industry of garment industry is the most thorough.

In 2010, Mei Bang embarked on the road of Internet pformation.

Compared with other similar clothing brands, Mei Bang's initiative in Internet pformation is a "pioneer" in the industry, but the effect is not satisfactory.

By the end of 2010, the United States and the United States had launched the online purchasing platform for electronic business. Consumers could sweep the code in the physical store through the platform.

But a year later, the platform was gone.

In 2013, the United States and the United States planned to launch the O2O strategy, closing some franchisees and increasing 1000 Direct stores.

To create situational shopping, the concept of "one city, one culture, one shop and one story" is introduced.

After two years of operation, the United States experience shop has achieved little success and has few customers.

Looking at the performance of the United States in the past three years,

Undoubtedly, efforts are being made to do the opposite.

Judging from the announcement of the US bond, the number of stores, including direct stores and franchisees, has dropped from 5220 in 2012 to 3700 in 2015.

Over the past three years, more than 1500 American States have died.