What Did Metersbonwe Do Wrong?

According to the world clothing shoes and hats net, Metersbonwe In the first quarter of 2017, in the first quarter of 2017, the company achieved operating income of 1 billion 674 million yuan, down 12.89% from the same period last year, and net profit of 28 million 935 thousand yuan, a decrease of 43.68% over the same period last year. Meanwhile, American Apparel is expected to lose its net profit in the first half of this year and expand its losses to 0-6000 yuan.

Not long ago, the United States released its 2016 earnings report, which showed that it was losing money. What played a key role in this profit was the sale of Shanghai's Metersbonwe Enterprise Development Co., Ltd., in the fourth quarter of last year. The disposal of assets has brought more than 500 million of the profits to the American Apparel.

However, asset sales did not bring true spring to the United States. The first quarter of 2017 showed a downward trend in earnings.

The journalist called the US bond dress on related issues. Before the deadline, reporters did not receive any reply.

Once the United States and costumes seize the opportunity to achieve good results, but now bogged down in the loss of the ability to extricate themselves. What did it do wrong?

ME&CITY chaotic spanformation

"When I was a student, my clothes were all American." This is the most widely heard sentence in the interview. 18~24 years old young group is the main target group of American Apparel. But this state is gradually changing.

American Apparel is losing their target customers.

At the same price, I prefer to choose H&M or international. brand The students from the first tier cities gave such an answer.

"Mei Bang clothing does not have to be positioned in China. ZARA The location is broader. " A former US bond mystery told reporters.

Not only to retain 85, but also to attract after 90, is the marketing strategy of the United States and the state of clothing. Therefore, the "multi brand" strategy becomes their direction.

In 2008, Smith Barney launched a high-end brand ME&CITY, and hired Hollywood red star and American drama prison break hero Wentworth Miller as the image spokesperson. In order to adapt to the growth of its age and the changes in consumption habits after entering the workplace, the United States hopes to take advantage of this product upside to catch up with the stock customers who have been trained for 13 years. Over the next few years, ME&CITY opened an independent flagship store of 1000 square meters.

ME&CITY did not bring the expected effect to the then American dress. According to the plan of American bond, there are hundreds of ME&CITY outlets to open in 2009, but actually only 70. According to the third quarter 2009 earnings report, the US bond net profit was 68 million 372 thousand yuan, a year-on-year decrease of 57.5%, and total business revenue increased 7.88% compared to the same period last year, all significantly lower than market expectations.

Statistics show that the market performance of ME&CITY has been attributed to the lack of operational experience, resulting in delays in the opening process. The average shop delay time was about 77 days. Not only did the sales revenue fail to be realized in time, but the cost rate increased, resulting in a loss of more than 100 million yuan.

However, as a giant of apparel retailing, Smith Barney has the experience of opening 3000 shops throughout the country, and at the same time, as a local company, Smith Barney has a better understanding of the Chinese market. At the peak of 2008, the coverage of 33% of the 100% and second tier cities in the 66% and three tier cities has made many brands impossible to achieve.

Such a result, the United States this lack of experience is really inhuman. Again, some international fast fashion brands such as Zara and HM have entered China, and ME&CITY gradually deviated from its original positioning for China's local clothing brands.

According to the insiders of the US bond, ME&CITY initially wanted to make high-end brands at low prices into the high-end market, but finally yielded to market demand and made it fast fashion. "They are all forced."

The reality is cruel. ME&CITY is obviously at a disadvantage when confronting international fast fashion.

One industry insider once told reporters that consumers do not have brand loyalty. Customers have been trained to form their own customers. When they bid farewell to their students' status and had some savings in their hands, they chose more international brands.

The purpose of ME&CITY spanformation is not realized. The brand quickly got into trouble. In 2012, it closed the 2000 square meter store in Huaihailu Road, Shanghai. In 2014, ME&CITY withdrew from the Wangfujing in Beijing (15.710, -0.04, -0.25%).

Naming a wonderful flower, saying that powder failed

In order to grasp the hearts of the post-90s, the United States and the United States costumes.

In 2016, APP of the US state owned "fan" spent a lot of money in the third season. This made Mei Bang become the three consecutive champion of the wonderful work. Mei Bang clothing hopes to pass the "wonderful flower" after 90, or even after 00.

On the one hand, the move is considered to be a concentrated expression of the Internet strategy of Smith Barney's clothing, and on the other hand, it is considered to be the practice of mirroring the marketing concept of Zhou Chengjian, President of the US state.

In the view of Mei Bang dress, the viewing group of "fantastic flower" coincides with its own group. In this sense, the higher the click volume of "wonderful flower" is, the more people can accept and understand the brand and idea of American dress, thus being chosen by more target groups.

CMO, an American costumes, once said in an interview with the media that he was impressed by the style of the "wonderful flower" program. The young atmosphere of the program was particularly attractive. The name of Smith Barney clothing can make the brand content successfully integrate into the program, so that consumers can feel and understand the clear positioning of the American state dress.

From the perspective of click volume, "wonderful flower" seems to be able to satisfy the naming purpose of Mei Bang dress. But in the two quarter, "1 billion hits" did not bring the expected results of the "fan" APP. This time, the United States failed to lead the trend.

Facts have proved that brand recognition is based on product price, popularity, comfort and the taste of consumers.

In an interview with reporters, the US state users found that more consumers were having value for money in Tucao products.

It can be seen from the title "wonderful flower theory" that American state clothing still stays in the "spokesperson" achievement sales volume, brand awareness is the concept of cognition, and there is no corresponding assurance for the fashion sense and tidal flu of the products.

This point can be reflected in the wonderful works. In order to cooperate with the wonderful work, the United States specially tailored the "wonderful clothes" and the black T-shirts in black and white. This has already changed the concept of consumption and made a new understanding of fashion recognition after 90 years. After 95, it was no longer attractive.

Analysts believe that their slow spanformation does not catch consumers' pain points, and the brand influence of new promotion has been too slow to become the bottleneck of the US state.

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