Zhou Chengjian Asked: Will The Clothing Industry Be Better In 2019?

"In 2018, the work of Smith Barney focused on two dimensions:" business throttling "and" open source organization ". Zhou Chengjian, chairman of Metersbonwe group, said at the 2018 new spring dinner.

In 1 years, did the United States achieve this goal?

Winning business network learned that in 2018, Smith Barney upgraded brands, channels and products: in April and July, it held the national brand upgrade brand appraisal and the whole brand investment promotion association, which made the outside world know the latest trend of the whole brand. Lishui, Shenyang and other cities opened new life scenes, so that more partners could see more possibilities of the United States, optimize the product core, upgrade the supply chain, and improve the brand vitality of the United States.

Data can directly present results.

Winning business network noted that from the first 3 quarter data released by Smith Barney, it has realized net profit turning losses into profits. However, "the fourth quarter is slightly lower than the first 3 quarters of growth, but the overall performance is within expected", Zhou Chengjian said in an interview with the winner network.

Coincidentally, the 4 quarter of 2018, many domestic apparel industry performance "diving", the industry winter is coming.

"It will not be better than in 2018", referring to the view of the entire dress industry in 2019, Zhou Chengjian said.

Standing in the "dress industry pformation draught", after the "storage period" in 2018, was defined by Zhou Chengjian as the "force period" in 2019, what new changes will the US state usher in?

Recently, Zhou Chengjian, an interview with Metersbonwe in Shanghai headquarters, has shared his brilliant view from the three sides of the industry, the US, the state and the individual. The industry has seen the ups and downs of the clothing industry in 2018 and the challenges in 2019. However, from the micro perspective, there are still great opportunities. From the perspective of the enterprises themselves, the United States prefers to be a "right turtle" and not a "wrong rabbit".

The winning business network will also present his "2019 strongest voice" in the form of "ten questions".

One question: how to summarize the overall performance of the domestic apparel industry in 2018?

Zhou Chengjian: ups and downs.

In the first half of 2018, everyone was energetic, but faced new challenges in the 4 quarter.

I think, on the one hand, because of the climate, on the other hand, there is a decline in the expected management of the market, including consumer expectations and consumers' readjustment of their income expectations.

Two question: how to evaluate the market performance of Smith Barney in 2018?

Zhou Chengjian: achieved expectations, but did not exceed expectations.

Judging from the performance, the first 3 quarters maintained a good growth momentum, although the 4 quarter is lower than the first 3 quarters of growth, but basically maintained a relatively stable state.

Three question: how to look at the whole clothing industry in 2019, what advice or advice do you have for other clothing brands?

Zhou Chengjian: 2019 will not be better than 2018.

The recovery of confidence will surely require a process and there can be no ups and downs.

Perhaps the general recognition is that the apparel industry only showed a downward trend in the 4 quarter of 2018. But many things have already shown signs at the beginning of the year, but the reaction is not so fast.

From the macro perspective, the market has begun to improve in 2019, but it still needs a process from the micro perspective. The ideal state is to recover to the vitality of the first half of 2018 by the 4 quarter of 2019.

Overall, the apparel industry is bound to face great challenges, and enterprises must make preparations for all challenges.

That is to say, at the macro level, we must see the challenges in a severe environment; at the micro level, we should be more active in coping with it. After all, the apparel industry has trillions of markets and huge market space. If we want to dig out the stock market, even if there is negative growth in this industry, there will still be tremendous room for growth. As long as we grasp it well, there are still great opportunities.

I can only advise the United States itself, in the environment is not optimistic and business adjustment (or face some challenges) period, it is necessary to calm down our strategy, find ways and means to solve problems, resolute forward, avoid impetuous and haste.

Mei Bang Ning makes the right tortoise and does not make the wrong rabbit, because we firmly believe that the slow speed is the fastest.

Four question: what kind of development level is the domestic apparel industry at present? What kind of role is it playing?

Zhou Chengjian: I think it is at a great turning point.

In the past, many clothing brands grew and grew because of market opportunities. With the current society entering a period of consumption upgrading and pformation, the industry has entered a new era.

In this environment, we can see that in recent years, we are constantly making new attempts to explore new retail, smart retailing, new consumption, new manufacturing, and smart supply chain.

At present, many enterprises have explored these things very thoroughly, or have already constructed some basic contents. But on the whole, no enterprise has built the system perfectly or runs very efficiently.

US bond is not the most advanced leader, and we hope not to be a laggard.

Five question: can you tell me what dimensions have been upgraded since the brand upgrade was launched in 2016?

Zhou Chengjian: in 2016, Smith Barney put forward the brand upgrade. It wants to change the past single leisure style into five styles and upgrade to multi fashion direction, so as to fit the diversified needs of young consumers, and constantly explore and adapt to the new shopping environment and channels of consumers.

In 2017, the United States began to upgrade its channels, including shopping centers in one of the new channels of consumption, and upgrading traditional street stores to create a life attitude rather than just a place to sell clothes.

In 2018, the United States more focused on brand, channel upgrading and product upgrading.

On the one hand, product upgrading is to strengthen the connotation of multi fashion to the core of the brand, and constantly strengthen the lifestyle attitude brought by the 5 styles (Note: NEWear, MTEE, ASELF, N vachic, HYSTYL); on the other hand, it refers to improving the cost performance ratio of single product, and improving the supply chain capability;

From the point of view of management and management, we mainly focus on three aspects: efficiency enhancement, efficiency enhancement and product upgrading.

Six question: is the United States satisfied with these adjustments in 2018?

Zhou Chengjian: not satisfied with the market reaction in 2019. We can only say that all these moves in 2018 are for 2019. We hope that through these adjustments, the United States can become a highly efficient enterprise in 2019, and the stock at the end of the season is not higher than 10%, which is the goal of efficiency improvement in 2019.

Efficiency, cost reduction and efficiency will all appear in 2019.

Seven questions: will there be a big upgrade in 2019?

Zhou Chengjian: No. basically, we need to focus on the implementation of the 2018 action.

Based on the preparation for 2017 and the store test in 2018, 2019 will be the year of the United States.

Eight question: after the upgrading of the channel, the United States also opened new stores in many shopping centers. What do you think of the development of the domestic shopping centers?

Zhou Chengjian: personal feeling, Chinese shopping center is also facing the upgrading of new consumption demand. The new consumption is mainly reflected in the value of consumption. Most shopping centers in China are still in the first stage.

In recent years, shopping centres have sprung up and will enter a new period of reshuffle. In the future, better developers or operators will have more chances to win.

Nine questions: what are the most successful feelings of 2018 and what they most want to do in 2019?

Zhou Chengjian: the most successful thing is to achieve his own time management according to the goal set in early 2018, and spend 80% of the time visiting the shop and communicating with the team, and 20% of the time in Shanghai headquarters. I think this is a good way of life.

What I most want to do in 2019 is to continue working in 2018.

Ten questions: aside from the elements of financial indicators, what kind of enterprise do you want to become a US state?

Zhou Chengjian: the first thing consumers want to see is whether they have the most appropriate clothes.

In the eyes of consumers, Smith Barney is a brand that is not backward and has a high price performance ratio.

Author: ye Miao Miao