The Three "Never Waver" In The Pformation And Upgrading Of The US State

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It is stitched out by stitches. If we have this patience, we may finally be recognized by consumers.

In April 18th, Zhou Chengjian, the founder of the United States, was in the third session of Metersbonwe.

The upgrade will be very sincere.

Indeed, the clothing industry needs more than just one.

Dream requires perseverance.

Who can persist till the end, who is the leader of this marathon.

According to the world clothing shoes and hats net, how many brands of clothing have been lost in the past 23 years, and how many brands have gone halfway through the market just because they can not withstand the test of the market or profit driven capital?

As the first batch of casual wear leader in the country, the United States has gone through the top of the world since its establishment in 1995. It has also suffered from the impact of performance and inventory. It is still active in the clothing market and has a lot to do with his own "not taking the unusual path" of its own genes.

"It's boring to do what others have done."

As time went on to last July 18th, Zhou Chengjian announced that its Metersbonwe main brand will be changed from a single leisure style to 5 styles, namely, NEWear of leisure wind, HYSTYL of trend fan, N vachic of urban light business, MTEE of street fun and Jane's ASELF.

And this move is very rare in the domestic clothing market. Investment or acquisition is the usual way in the circle. After all, it is quick and relatively easy.

But for Zhou Chengjian, who started tailoring at the age of 14, the brand with handlebars is the most emotional.

"It's boring to do what others have done."

From 1 to 5, it is destined to make more efforts and hardships.

Over the past year, the United States has invested a lot of energy in the research of young target consumer groups, and made accurate consumer portraits, trying to understand today's young people's attitudes and fashion preferences from the aspects of personality, circles, preferences and so on.

Zhou Chengjian himself visited hundreds of EMU and the airport to arrive at the market, and got to know the frontline situation in time.

This brand upgrade has indeed withstood the test of the market.

At the meeting, Zhou Chengjian said that since 2016, the company has returned to its original business and focused on the three major latitudes of brand, product and retailing to upgrade its strategy, and began to achieve positive growth in the gross performance of the country in October 2017, reversing the continuous negative growth in the past five years, thus achieving a sustained and steady growth trend.

According to the latest quarterly results released in 2018, the net profit attributable to shareholders of listed companies is expected to rise by 55.52%-90.08% over the same period last year, with a profit margin of 45 million yuan -5500 million yuan.

"It's all about lifestyle, but how to standardize is the most important thing."

Nowadays, lifestyle has been applied to all walks of life, especially in the field of clothing.

"But this is a very broad word. What is the attitude of the product?" Zhou Chengjian asked.

Through 2 years of exploration, the United States has standardized the way of life.

In Zhou Chengjian's view, the qualitative and quantitative standards are the core competition of the brand. In this way, the efficiency will be higher and higher, and the brand recognition will also increase immediately, and the opportunity will become better and better.

Take ME&CITY of Smith Barney as a model of brand pformation, and product and experience are regarded as the yardstick of upgrading.

Since its inception in 2008, the product itself has been iterated.

In 2016, a comprehensive modern tour was launched. Now it has been divided into three series: simple life, business life and modern life.

The international design team has been brewing for five years, bringing new international quality, more fashionable attitude, fashionable elements, and fashionable fashion that suits the international trend.

In addition to constantly improving the product line and improving, ME&CITY is committed to creating a comfortable shopping experience.

In September 2016, on the road to Shanghai's fashionable landmark Nanjing, ME&CITY flagship store ushered in a new upgrade: white based tone, blending of different materials and green plants, fully displaying the brand's attitude towards simple life; the whole five tiled lifestyle concept, flagship store, presented different concepts of fine life for customers, and found different styles of atmosphere at every level, enjoying relaxed shopping hours and meticulous service.

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In October of that year, ME&CITY Chengdu's Kyoto flagship store also upgraded its stores.

The theme living hall on different floors shows the latest modern life series of men's and women's wear products, and other members' customized services to create exclusive private custom. At the same time, it also has coffee bar to create a comfortable relaxing environment, with men's shoes, bags, accessories and other products, providing a perfect solution for complete sets of matching, and other furniture, gifts and other creative life products to meet the needs of different times in life.

At the same time, ME&CITY started the channel startup mode to strengthen the strength of the model store. It successfully attracted many franchisees. In a few years, it quickly swept through the core cities of one to three lines, and developed a total of more than 500 shops covering Shanghai, Beijing, Wuhan, Chengdu, Hangzhou, Kunming, Changchun and Harbin.

According to the brand leader, "the goal of ME&CITY is to provide quality lifestyle experience for new middle class consumers.

ME&CITY pursues the trend of the current as soon as possible, providing a kind of timeless style and tends to minimalism.

At the same time, it is more understanding than ordinary fast fashion brands how to interpret the beauty and fashion pursuit of Chinese consumers.

In the third escalation of consumption, consumers are increasingly pursuing quality and individualized life. They have already separated from the group that blindly pursues big brands and follow suit, and turn to rational pursuit of high quality and cost-effective products.

At the same time, there is a more detailed cognitive need for brand choice.

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

This also explains why Zhou Chengjian repeatedly stressed the three "unshakeable" in its pformation and upgrading: "we must uphold the upgrading of the brand, keep the upgrading of products unwavering, and persist in upgrading the retail market."

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