Can We Enter The Healthy Development Track After The Pformation And Upgrading Of The United States?

Under the baptism of the Internet, new consumer groups are rising.

When an industry becomes more competitive, it means the critical point of industry reform and reshuffle reorganization.

However, this kind of node does not mean that the Internet will completely replace the offline opportunity.

On the contrary, as the voice of the traditional offline mode disappeared, the public's eyes began to re-examine the relationship between the Internet and offline.

This is a much watched China.

The leading companies in the retail industry continued to decline in 3 years.

In the face of the pressure of performance and the fact that the whole Chinese retail industry is still in the doldrums, it has released a clear positive signal through the three quarterly report.

Does this mean that the United States has passed the pformation and upgrading, and has entered the new healthy development track?

According to the China National Business Information Center, the retail sales of 50 key large retail enterprises in the first half of 2016 decreased by 3.1% compared with the same period last year. The growth rate dropped by 4.2 percentage points compared with the same period last year, and all categories of retail sales showed a year-on-year decline.

Shopping centres continue to grow, and the scale of monomers is more magnified.

Data show that: as of June 30, 2016, there were 161 large and medium-sized commercial projects in China, compared with the same period in 2015, an increase of 144, an increase of 11.8%.

In tradition

In the process of severe winter in the industry, the three quarter of the United States has brought some warmth.

In October 2016, the third quarter report of Metersbonwe was released in 2016.

The report shows that the company's revenue during the current reporting period rose to 4 billion 700 million, up 8.83% from the same period last year, although it still has a small amount of losses, but it has been reduced by 12.73% over the same period last year. Net profit is expected to turn quickly into profitability.

According to the world clothing shoes and hats net, the US Baron's direct business has increased significantly, and revenue has achieved positive growth.

And the business can get warmer in the severe winter is due to the company's foothold in the mass leisure market, promoting the pformation of Meters/bon-we and ME&CITY competitiveness and promoting the Internet pformation.

Direct business revenue has achieved 13.24% good growth, and the number of franchising businesses has gone up and up to 7.08%.

According to the world clothing and shoe net, "from the sub regional perspective, except for the northern region's revenue reduction of 4.34% to 440 million yuan, the rest of the districts recorded different degrees of growth, especially the eastern region's growth of 14.20%, and the dominant position was further consolidated. In the first half of the year, terminal sales picked up, driving the medium-term operating revenue to recover 10.70% positive growth after three consecutive years of decline, of which the two quarter growth rate was 12.65%, an improvement of 3.09pct over the first quarter."

In addition to direct business, joining the business is also an important part of the rebound.

CICC said that the revenue of the US state has come to an inflection point.

The company has direct >3800 and franchised stores, and has opened 100 new businesses in the first half of this year.

By splitting the channel, the revenue of direct business grew by 13.2% over the same period last year, and the revenue of joining business came to an inflection point to achieve an increase of 7.1%.

"When it was listed in 08 years, the United States had proposed to catch up with the global fast fashion leader Zara.

But today, the United States did not attempt to copy and copy Zara simply.

Senior industry observers say that, on the surface, it did not realize the Zara product development cycle, the new frequency and the direct retail mode, but the company is moving towards the ultimate new development mode of the single style brand experience through the multi style fission of Smith Barney brand.

In the stylistic brand portfolio of new NEWear, Hystyle, Novachic and so on, each style corresponds to different consumer attitudes and life scenes, different fashion connotation and update speed, different city level and business format. Therefore, different styles of brands are developing their differentiated operation modes in product development mode, development cycle, new frequency and channel choice.

This once styled multi fashions casual wear retail enterprise is pursuing its dream of returning to China's fashion leading brand in the way of "consumer focus" and "business mode innovation".

Zhou Chengjian, chairman of Metersbonwe, said: "as a national brand that has ploughed China for 21 years, Metersbonwe has witnessed and witnessed the development of China's retail industry and the great pformation and great pformation that has been going on in full swing.

We firmly believe that the physical retail industry still has vigorous vitality and lasting vitality, and retailers and brands that are advancing with the times will be recognized and favored by consumers and market opportunities for innovation and pformation.

From the perspective of the pformation of American state, there are two ways to pform this pformation. One is to pform and upgrade with the Internet, and the second is to enhance the internal competitiveness of the product through artisan spirit and brand innovation.

Looking at the pformation of traditional industries in recent years, there are many "switch careers", but there are not many successful ones.

Physical enterprises, including the clothing industry, seek to develop new growth points of enterprises through diversified investment paths, and avoid the risk of sustainable development brought about by their own lack of competitiveness in the original industry.

However, despite the pformation of the original industry, although diversified investment may help individual enterprises to enhance their stability of revenue, only "pformation and upgrading" can fundamentally promote the progress of the industry and the development of the market.

The Internet is becoming an essential tool or external partner for the pformation and upgrading of the United States, helping to speed up the formation of new business models, product experience and sales models.

The United States has repeatedly voicing internal and external voices that the difficulties of the company and the whole industry today are mainly due to the fact that they have not matured in the past, and have not built up a competitive product system, operation mode, and standard and efficient management system.

This shows that, after the end of the extensive horse racing enclosure, local enterprises are driven by external factors such as foreign investment and electricity providers, and strive to lead enterprises into a new stage of development through the restructuring of core competitiveness and market leadership.

After actively attempting Internet innovation and market innovation, the United States and the United States gradually realized that in fact, "don't forget your mind and return to your profession" is the most fundamental success factor for enterprises to get out of the predicament.

It is the essence of the enterprise and the key to revitalized the enterprise to focus on grinding the brand power and product strength with the spirit of craftsman.

As a local company, after encountering bottlenecks, the United States believes that there are several key short boards: lack of consumers' thinking, lack of market positioning, lack of attention and ability in product development, lack of experience in brand building and management, lack of systematization, standardization, and lean management capabilities of modern enterprises.

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Therefore, the United States is trying to win the market through "more focused" and "more professional".

The US side said that focusing on the consumer's precise focus, the United States could analyze the product's marketability through the big data analysis of the stock business, to guide the next quarter's product structure optimization, optimize the efficiency of product development through the Internet pre-sale, enhance the marketability of new products, and understand the consumer's life attitude, lifestyle, style preferences, and life scenes through continuous and in-depth consumer portrait research, combined with the trend of fashion and social trends, and provide input for product precise development.

In addition to improving quality and precision marketing, enterprise pformation should also strive to "seek new".

On the one hand, enterprises need to "seek new" to speed up metabolism and form the right layout.

Under the new channel pformation strategy, Metersbonwe has developed more than 800 new stores in the first three quarters of 2016. It is estimated that 1000 new stores will be opened throughout the year, thus effectively replacing the large number of low profit shops that have been formed in the past due to extensive site selection or pfer of business circles.

On the other hand, the important way for enterprises to "innovate" is fast and low cost trial and error.

In the trial and error, rapid adjustment and optimization will be the only way for the traditional enterprises to borrow "Internet thinking" effectively.

In addition, compared to Internet shopping, consumer shopping experience is a great advantage of offline stores.

Zhou Chengjian, chairman of Metersbonwe, said: "at present, China's mainstream consumer formats are pforming to the fifth generation shopping mall mode of" shopping + dining + entertainment + culture ".

We think that "catering, entertainment and culture" indeed extends and enriches the shopping center's format and enhances the consumer's experiential consumption on the spot, but shopping is the foundation and core of the retail format. How to bring consumers more "deep" shopping experience through the competitiveness of brands and products will still be a key factor for the retail industry to win in the market competition.

In the face of new market opportunities and retail environment, Metersbonwe hopes to bring the brand experience, product experience and style experience to the target consumers of all segments of the market, and is committed to becoming the highlights, hotspots and differences in the new retail format. It has become an indispensable brand partner for the shopping center to develop and segment the consumer market in depth.

Zhou Chengjian said: "Metersbonwe hopes to cooperate with the leaders of the retail industry sincerely and create a" retail brand side "cooperation mode that is more responsive to market demand, and jointly expand the confidence and determination of the broader retail market.

Today, with the continuous upgrading of consumption and the accelerated diversification of consumption types, only through the highly coordination and integration of retailers and branding providers with "profound consumer insight ability" and "excellent innovation ability" can we create a deep resonance test that can produce a high degree of resonance for consumers, so as to achieve more rich and lasting commercial value for the entire consumer industry chain.

On the road of pformation, the United States is steadfast.

On the succession issue, the United States has made a choice.

On the night of November 21st, the Shanghai Metersbonwe apparel Limited by Share Ltd announced that the founder, Zhou Chengjian, who was only 51 years old, resigned as chairman and chief executive officer. At the same time, the above duties were taken over by his daughter, Hu Jiajia. After taking office, Hu Jiajia will focus on deepening the management of Finance and HR.

In addition, Zhou Chengjian's son, Hu Zhoubin, is assistant to IT, President of the United States, and takes into account the management of innovative businesses, including children's wear, whole network business, multi brand business, and state purchasing business.

Hu Jia Jia's husband, Song Wei, was also employed as vice president of the company.

According to public information, Hu Jia Jia was born in 1986, and Zhou Chengjian was a father daughter relationship. After the divorce between Zhou Chengjian and Hu Jiajia, his mother surnamed Hu.

At the age of 24, he graduated from the marketing department of Aston University. At the age of 25, he earned his master's degree in fashion marketing from Ma Lan's college, London.

After returning to school, he has been working in various departments of the state, and has worked as president's office, footwear development and operation Department, brand marketing department, and strategic development department.

Tianfeng Securities said that the company's revenue has improved over the past 16 years, leading to better performance than in previous years.

The change of executives and the pfer of shares to Cambridge industry will help the company to improve its performance significantly in the fourth quarter and revitalize the stock assets. On the other hand, the two generation will help improve the market's view of the company's current operation (at least from the perspective of the company's future strategy, and expect to see new ideas and new plans).

In the short term, there is an inflection point for the gradual adjustment of corporate strategy.

After experiencing hardships and dormancy in the past 3 years, Metersbonwe has begun to reverse its declining trend in 2016 because of its focus on the core industry: increasing revenue and narrowing its losses; the first decline in its performance; the rapid increase in the number of new style shops under the channel metabolism; the brand image of stylistic brand is bright and ready to go; the brand Me&City has been effectively upgraded; the ME&CITY and MooMoo and Me&CityKids children's clothing business has increased by more than 20% over the same period last year; the Internet business such as the whole network has developed rapidly, and the whole channel member service system has been improving.

As a typical representative of the national fashion brand, although Metersbonwe's pformation is particularly on the road, its beneficial exploration and practice are bringing inspiration and reference to the fashion retailing industry.

More interesting reports, please pay attention to the world clothing shoes and hats net.