Is Metersbonwe Going To The Road Of Destruction?

The legendary winter is really coming! According to the National Climate Center, winter in 2016 may be colder than in previous years, and even the net may be "frozen to cry".

Recently, I saw a very surprising news.

The king has been infected with several generations by a "no ordinary way".

Earnings report: only in the first half of this year, net loss reached 60 million 190 thousand and 800 yuan, the annual loss exceeded one hundred million yuan, and over 1500 stores were closed in 3 years.

Should the giant of the past go to the road of destruction?

There 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 and the United States can be said to be the entire garment industry.

The epitome of the times.

Chinese clothing King: Richest week

American and state leaders

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, Adidas and Nike had not yet appeared in small cities, but many domestic clothing brands can be seen everywhere, such as the United States, JEANSWEST, YISHION 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 1995 to 2003, 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.

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.

The spokesperson of Smith Barney has been Jay Chou from 2003 to now, and from 2003 to 2011 is the golden period of Jay Chou's development. The revenue of Smith Barney is also rising year by year. By 2011, Jay Chou's center of gravity shifted and her 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 competition among the original brands such as the United States, Semir and JEANSWEST, with the entry of a large number of international brands, has lost the advantage of product and marketing instantly.

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 from the Internet.

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 through the platform, and online and offline.

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.

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Taking a look at the performance of the United States in the past three years, Zhou Chengjian is undoubtedly trying 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 stores have disappeared.

Over the past three years, stores have disappeared more than 1500!

China's textile and garment enterprises like diversification. When the market is in a downturn, the sideline industry can feed the main business.

Zheng Yonggang, chairman of the board of directors of Shan Shan, is a diversified representative figure.

Apart from making costumes, Zheng Yonggang has also made 5 industries: real estate, logistics and new energy.

He is also a friend of Zhou Chengjian.

But the tailor can withstand the temptation of his friends and rarely set foot in other fields.

Famous clothing enterprises have long been clamoring for internationalization.

Bosideng, for example, opened its flagship store in a busy commercial street in London in 2012.

But Zhou Chengjian kept one mu three points, and only wanted to make intensive farming in the domestic market.

He likened this behavior to "better to be a turtle in the right direction than a rabbit in the wrong direction."

He regarded costumes as his second wife, making Saturday day a senior executive day.

After the collective protest of exhausted executives, Zhou Chengjian came to terms with the resumption of the two-day break.

But Zhou Chengjian's weekend is very painful. He always feels like an old man who will call the executives because of trivial matters.

Passion and ignorance are two different things.

Zhou Chengjian overestimated the momentum of development and greatly increased orders.

By the end of 2012, the United States finally broke out the stock crisis. The media said its clothing inventory exceeded 1 billion 500 million yuan in the past season.

However, since 2012, the operating income and net profit of Smith Barney apparel have been declining continuously. By 2015, its operating income has dropped to 6 billion 295 million yuan, with a loss of 432 million yuan.

Its total number of stores dropped from 5220 in 2012 to 3700 in 2015.

1, the reason for continuous decline is overly slight. Zhou Chengjian has long recognized the power of competitors such as ZARA and UNIQLO.

Fast fashion brands are quick to launch new products through direct marketing and fast response supply chain.

That's the secret of their success.

In fact, as early as the 2000 expansion period, Zhou Chengjian knew the power of Direct stores, and it could gather popularity and build an image.

At the time of ME&CITY, he began to follow the ZARA supply chain and even went deep into the ZARA generation factory to investigate.

2, he lost in the excessive power caused by personnel turbulence, wrong, the flow of personnel is normal.

Executives fled, which is one of the reasons why some media are declining.

American state executives leave quite frequently.

For example, before the listing in 2008, Smith Barney experienced 6 major personnel changes, including 5 management departures in 1997, 19 managers leaving in 2002 and 2 vice presidents in February 2004.

But if executives leave, if so, how did Smith bond become the top brand of casual wear before and after 2010?

3, he lost to despise the Internet and the electricity supplier? Wrong, it has already been laid out.

The electricity supplier has always been the enemy of the retail brand.

Zhou Chengjian knew this earlier.

As early as 2009, he plans to build an electronic business platform.

Zhou Chengjian is one of the first entrepreneurs to embrace the Internet in traditional enterprises.

However, the reform of the US state is slower than that of the market.

When Jay Chou's fans are old, because of the lags behind in production and marketing capabilities, and the lack of product capability, the United States failed to catch up with the new generation of young consumers.

Since the crisis four years ago, Zhou Chengjian has continued his past judgement that supply chain and branding are the way out and have carried out reforms.

He began to expand the proportion of direct operation and supply chain pformation.

Metersbonwe launches fan APP

Last year, he vigorously developed APP, launched a dress matching APP has fan, consumers can buy a key.

In order to attract the attention of young people, he also won the title of a variety show at a price of 50 million yuan.

These changes mean a sharp rise in operating costs. In the absence of the original mode, the performance is not ideal.

Because of the mistake, Zhou Chengjian missed many brands of gold opportunities, while another casual wear brand in Wenzhou, Semir, came up with its children's clothing brand.

So, when colleagues conducted experiments with O2O carefully, Zhou looked more desperate.

The self tailor is determined to become an Internet tailor.

In the family genealogy Department of China, Zhou Chengjian belonged to the first generation of entrepreneur in rural areas. He rooted in the countryside and used Chinese unique relations to expand in the extensive.

In 1987, Zhou Chengjian was also the owner of a garment factory.

Because of the mistake in continuous overtime work, the size of the suit's sleeves has been cut short.

The mistake almost broke him up.

Fortunately, he created a modern suit with a casual style after joining and cutting the bad products, and the effect was good after being pushed to the market.

This led him to think about how to create differentiated products and how to jump out of low profit from OEM.

Later, he established the model of the former shop and the factory, and reaped the first pot of gold in life.

12 years later, in 2000, the complicated interpersonal relationship and vague rules of Wenzhou business circle were not suitable for the reality of American state.

The reforms carried out by Zhou Chengjian laid the foundation for the national expansion of the United States.

And 12 years later, in 2012, the United States was faced with the dilemma of its mode.

The 12 years' cycle is also very appropriate to Zhou Chengjian's failure to get out of the routine and cycle.

Now, what should tailor Zhou Chengjian do? He needs to cut off the old system, weigh all kinds of interests, and also sew up an excellent system.

But this time, in the face of the Internet and the younger generation, will traditional concepts and ignorance become obstacles to him?