Can Mei Bang Complete The Brand Upgrade With The Experience Of "Burn" On The Internet?

Layout of offline channels.

The upgrade is still open for examination.

According to the world clothing shoes and hats net, recently,

(hereinafter referred to as "Smith Barney") announced the opening of more than 100 stores.

It is estimated that the average store opened 5 stores a day in December.

Having experienced the pains in the layout of the Internet field, Smith Barney has been adjusting in recent years to constantly upgrade products and channels.

Young,

The user community and brand new sales channels test the development and innovation capability of the United States. It is still to be seen whether the US can rely on the accumulation and experience of the Internet to complete the brand upgrade.

01

Hundred stores open

Smith Barney is accelerating the pace of opening stores.

In December 23rd, the United States announced the opening of more than 100 stores, all of which are new image style shops.

Among them, more than half of them are shopping centers.

The night before, Zhou Chengjian, chairman of the US bond group, arrived with the brand spokesperson Guan Xiaotong and fashion designer Chloe, Alan, Yufie and others to come to Shanghai Wujiaochang Wanda new store.

According to Zhou Chengjian, at present, there are five brands in the state of the United States. Apart from the main brands of the United States and the United States, different brands have their own standards.

The five brands will enter the shopping mall together.

The layout of the shopping center channel is a firm strategy after the upgrade of the United States, and the channel will continue to be optimized in the future.

Zhou Chengjian said that the strategic goal of Future Ltd is to let the competitiveness of the brand go out of the market dividend era and the price sensitive Internet business age where the channel is king, so as to better display the value competitiveness, so as to cater for the needs of the new emerging channels and the new generation of consumers, and further promote the upgrading of the whole industrial chain.

It is understood that the different combinations of the five major brands of the United States can adapt to the needs of different shopping centers, but also adapt to the business atmosphere of similar shopping centers in different floors and different business environment.

Since the second half of this year, the United States and the United States have expanded rapidly.

Since its launch in July 18th this year, the United States has signed a strategic cooperation agreement with a number of enterprises. Now it has signed up to about 200 thousand parties in distribution, partnership and direct development, and will open in the next few months to the first half of next year.

In October this year, the United States and New Zealand, Wanda, India and other housing companies reached strategic cooperation, ready for a new round of shops.

02

Regression error correction

Layout of offline channels and upgrading of brands and channels are the choices of the United States after experiencing Internet pains.

In the past few years, the United States has begun to play different tricks in the Internet channel, but the result is not satisfactory.

In October 2013, for the layout of online sales platform, the United States and the United States to withdraw its e-commerce platform "state purchase", and the platform for interface upgrading, product upgrading and other pformation.

It is understood that "bang buy" was founded in 2010, because of its poor sales in 2011 was stripped out of the United States listed companies.

In October 2013, the United States announced its cooperation with Alipay to enter the Alipay public service platform.

In 2014, Smith Barney denounced the 50 million famous variety show "wonderful flower" and launched its own "fan" APP in April 2015.

In July 2015, Smith Barney launched a non-public offering of 1 billion 78 million of the company's stock. It is expected to increase by 9 billion yuan for the construction of the "intelligent manufacturing" supply chain platform, the construction of the O2O all channel platform, and the construction of the Internet big data cloud platform project, and is determined to continue O2O.

In addition, the United States has entered the major business platform to open flagship stores, and comprehensively expand the Online layout.

Although the United States promotes the layout of O2O with various patterns, the effect is not obvious.

In 2015, the United States lost 431 million yuan and lost profits in 2016. However, from the first three quarters of 2017, the United States still lost 124 million yuan.

At the same time, the United States is still closing shop.

In 2012, Smith Barney closed the flagship store in Huaihailu Road, Shanghai and Qianmen Street, Beijing.

In early 2014, the ME&CITY store in the US state store was withdrawn from Wangfujing.

In the same year, the flagship store in the Wangfujing pedestrian street had long been closed.

Public information shows that in 2014, the number of stores in the United States and the United States reached 800.

Ma Gang, an apparel industry analyst, believes that the practice of the United States under the layout of the line is to upgrade the brand.

Before the United States, some stores were closed. New stores opened up to consumers in the form of new images and new merchandise structures. This is also the announcement of the upsurge of the image of stores and the return of commodities.

Cheng Weixiong, an apparel industry analyst, said that in the past few years, the United States did not spend too much energy on its brands and products, but instead invested heavily in Internet innovation, making it a mobile Tmall.

But as we all know, the Internet is the field of "burning money". In this regard, the United States and America spend too much energy, and input and output are not directly proportional, thus making the main business of Smith Barney affected and causing losses.

"But this is not without benefit.

In the long run, after this series of actions, the United States has accumulated a lot of technology, resources and experience in the Internet innovation, which has reference significance for the pformation and upgrading of the layout shopping center.

From the present point of view, many of the stores in the state are smart stores, which is precisely the result of brand experience in the Internet field, which is conducive to brand upgrading.

The layout of the US shopping center also shows that China's traditional brand is returning to the product and is no longer blindly pursuing the Internet.

Cheng Weixiong said.

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03

Upgrade to be tested

After experiencing the pain of the Internet, Smith Barton rearranged the layout and upgraded the brand in the process of reflection.

In this process, the United States also faces the test of channel pformation and product differentiation.

In the new store plan, the pformation of shopping center channels is the main strategy.

In this important channel of the shopping center, MB is facing fierce competition from other brands.

Public information shows that the three brands of fashion brands, UNIQLO, H&M and UR, have basically reached more than 79% of their shopping centers (UNIQLO 79.6%, H&M80%, UR86.5%). In the first half of 2017, more than 93% of the fast fashion brands added more than 93% to the shopping center. Some new brands, especially those with foreign brands entering the domestic market, mostly chose shopping centers, accounting for more than 90% of all shopping centers.

Many brands seize the shopping center, and products become the key to success.

Cheng Weixiong said that at present, the United States and the United States are comfortable with the channel and the strategy of user experience is in line with the direction of market development.

However, the pformation from the old pedestrian street stores to the shopping mall mainstream channels will lead to a relatively large shift in the short term.

In addition, from walking street to shopping center, the pformation of consumption place needs an adaptation process, which requires enterprises to adapt to new consumption patterns with different styles of products.

In order to upgrade the brand comprehensively, Smith Barney is also upgrading its products while expanding its sales channels.

It is understood that in July this year, the United States launched the five brand new brand: NEWear (casual wind - Youth uncommon), HYSTYL (trend fan - tide for pleasure), N vachic (urban light business - fresh city), MTEE (street fun - not fun or not), ASELF (SEN system - Jane Sen live).

Mei Bang said that the direction of brand upgrading is to pform from traditional single style leisure style clothing brand to multi life style brand that expresses a variety of attitudes and extreme experience.

"Whether the product matches the shopping mall channel needs a debugging process," Cheng Weixiong said in an interview with reporters. Smith Baron's previous shop opening mode is closed loop, and self closing is relatively strong. To open a shop in the shopping mall is a big ecosystem, can we make a difference and keep pace with the times, which is a challenge for the enterprise backstage product development and supply chain.

The US group has a relatively younger user group, which is also a challenge to the brand's innovation, fashion and differentiation.

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