Metersbonwe Does Not Take The Unusual Road.

"New retail and old retail are essentially retail. The difference between new and old is that in the old retail era, people rely on popularity to push products.

But today, in the era of overproduction, we must focus on

The value upgrading of products will not waver. Once shaken, it will not attract consumers. "

In April 18th,

Zhou Chengjian, chairman of the group, said publicly that the brand promotion conference was held.

Previous pformation

The United States has focused its attention on product and physical retailing. At the end of 2017, more than 100 new stores opened simultaneously.

According to Zhou Chengjian, since the beginning of 2016, the United States and the United States have returned to their main businesses and focused on the three major latitudes of brand, product and retailing to upgrade their strategies.

However, despite the high expectations of the offline stores, it is still a matter of time before the United States to return to the "ordinary road".

According to the world clothing and shoe net, Smith Barney's annual performance bulletin showed that in 2017, Smith Barney's revenue was 6 billion 473 million yuan, down 0.71% from the same period last year, operating profit loss of 319 million yuan, a decrease of 303.03% over the same period last year, and net profit loss attributable to shareholders of the company was 306 million yuan, down 945.81% from the same period last year.

Focus on brand, product, retail

In July 18th last year, the United States and the United States store from a single style to the five brand style change, when the pformation was proposed at that time, the United States is very worried about the company, there is a different voice.

Zhou Chengjian said, "if we don't do what others have done, copying ZARA and H&M will not necessarily do better than them. We should make the United States unique brand."

However, for the United States, it is still facing the increasingly fierce competition and the uncertain risks brought by the innovative business mode. Today, consumption habits change, the rise of Internet consumption and the influx of new brands will continue to affect the development of the US state business.

Zhou Chengjian also admitted that in the past ten years, the United States has made small achievements, and because of its strategic love for keeping pace with the times, it has not developed well in its core content.

This argument also from the side response to the previous pformation of the electricity supplier's strategy is too radical.

By the end of 2010, the United States tried the water business and launched the Bong network.

As a result, it lost about 60000000 yuan in 10 months.

In order to restore the trend of decline, the United States has developed a fan APP, in order to popularize fan APP, the United States and the state in the first quarter of 50 million yuan named "wonderful flower"; in the first half of 2016, in the field of information technology R & D investment of up to 70 million 340 thousand yuan.

In September 2017, fan APP was downloaded, which means that the US Federal electric business test failed again.

"Whether new retail or old retail, a lot of things are the same. The United States should embrace all changes and embrace the new era environment, consumers and new technology tools. The same is the upgrading of brand, product and retail experience."

Zhou Chengjian said.

Zhou Chengjian said, "in the future, the development of the US state will have several directions, and we will never waver in the direction of brand upgrading, product improvement and retail experience.

Therefore, the development of the five major products will not change, and the development of the five major stores will not change. We will continue to improve and improve the efficiency.

Reporters learned that Metersbonwe will focus on the competitiveness of the five major brands differentiated in the past two years and the ability to compete in the retail terminal, and further strengthen the value chain in-depth exploration of the whole brand competitiveness, improve and improve the strategy, and continuously improve the supply and retail operation of products.

Return to the "ordinary road"

Nowadays, consumers are increasingly pursuing quality and individualized life. They have been divorced from the groups that blindly pursue big brands and follow suit, instead of rational pursuit of high quality and cost-effective products. Meanwhile, they have more detailed cognitive needs for brand selection.

Under such a draught, China's fashion industry will usher in new opportunities and challenges in the process of consumption structure adjustment.

According to the survey, the retail sales of global apparel and footwear market increased by 4% to 1 trillion and 700 billion US dollars in 2017, and the growth and growth rate of apparel retail sales were higher than that of the whole retail business year-on-year, ending the five year decline.

At the same time, with the development of commercial real estate, the proportion of urban shopping center channels in clothing sales has been increasing.

In September 8, 2016, the United States had invited shopping center enterprises to visit and exchange in the United States. Until then, the United States has been focusing on the development of street stores, and even shopping centers have invited the us to enter.

With the change of urban channels, MP knows that the experience of shopping centers for consumers is becoming more and more important to the development of brands. Therefore, the shopping center enterprises are invited to promote American state again and again.

Indeed, the new offline channels represented by shopping centers are constantly developing, and consumers are paying more attention to shopping experience under the influence of consumption upgrading.

"The United States must meet the needs of consumer upgrading and firmly believe that it can bring more value to consumers and give consumers a little more experience."

Zhou Chengjian said.

After the conference on brand promotion held in April 18th, Zhou Chengjian also came to the media of the ME and CITY demonstration shop of the US brand.

Zhou Chengjian said frankly, ME & CITY is a product that the United States can display and promote to the shopping center.

According to the US side, ME & CITY has strengthened the channel startup mode of the model store, attracting many franchisees, covering more than 500 shops in Shanghai, Beijing, Wuhan, Chengdu and Hangzhou.

However, Zhou Chengjian said in an exclusive interview with reporters that it is not that the United States and the United States now prefer shopping center channels. It should be said that the brand, product and retail competitiveness are the same, and the value of goods needs to be attracted.

It is necessary to adapt to the environment. Since consumers prefer shopping in shopping centers, they also like to shop in independent street stores, so both countries have to plan their layout.

"In the future, there are also consumer demand in the community and small stores. Fashion and lifestyle brand stores may be opened in the community just like convenience stores.

What we value in the store is where the consumer is and the cost advantage, the cost is lower, the cost performance is higher, and the consumer experience will be better. "

Zhou Chengjian told reporters.

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