Mei Bang Clothing To Mention The Pformation And Upgrading Can Break The Repeated Setbacks?

With the slogan "do not take the unusual road", Metersbonwe has been influenced by a generation of people, and brand upgrading and product supply chain pformation are mentioned.

Recently, the Shanghai Metersbonwe apparel Limited by Share Ltd (hereinafter referred to as "Mei Bang dress (002269)") issued a non-public offering plan, saying that the total number of proposed issuance is not more than 1 billion 500 million yuan for brand upgrading and product supply chain pformation projects and repayment of bank loans.

Can the US state clothing, which has been frustrated repeatedly on the road of pformation, break the vicious circle of fate this time?

In recent years, under the environment of consumption upgrading, the traditional clothing retail giants such as Metersbonwe, Semir and Baleno are gradually declining in the first tier cities.

According to the business school, after 2010, the international fast fashion brand took advantage of the low price, the fast style change, and provided the consumers with the fashion trend clothing to seize the market share of China's local clothing brands. At the same time, with the rise of ShoppingMall and shopping centers in China, the fast expansion of the outlets was achieved.

In contrast, the local mass goods brand represented by Metersbonwe is lack of product design ability, product design without distinction, lack of individuality and low price. The problem of product homogenization has seriously affected the development of Chinese clothing brand.

Data show that from 2015, Metersbonwe's net profit began to suffer losses.

According to the Beijing News, according to the results of the financial report, in 2015, the state's apparel business income was 6 billion 295 million yuan, down 4.92% compared to the same period last year. The net profit loss attributable to the listed shareholders was 432 million yuan, down 396.57% compared to the same period last year. The net loss of non net profit was 445 million yuan, down 573.36% compared to the same period last year.

Although the performance in 2016 was slightly improved after the experience of changing and selling subsidiaries, it was still not enough to reverse the decline.

In 2016, Smith Barney's clothing business income was 6 billion 519 million yuan, an increase of 3.56% over the same period, the net profit attributable to the shareholders of listed companies was 36 million 160 thousand yuan, up 108.37% compared with the same period last year, and the net profit loss was 518 million yuan, down 16.31% compared to the same period last year.

In 2017, Smith Barney's operating income dropped 0.72% to 6 billion 472 million yuan, and the net loss from non net profit narrowed to 321 million yuan, an increase of 37.98% over the same period last year.

In response to this, in May of last year, the United States apparel replies to the Shenzhen Stock Exchange. The main reason for the slight decrease in operating income and the increase in operating margins is that the company promoted brand and product upgrading in 2017 and increased the added value of products.

In the third quarter of 2018, the results showed that in the first three quarters of 2018, Smith Barney realized operating income of 5 billion 547 million yuan, an increase of 24.86% over the same period last year. The net profit attributable to shareholders of listed companies was 40 million 139 thousand and 500 yuan, and the net profit was 5 million 35 thousand and 700 yuan.

At the same time net profit losses, the United States and other countries are also experiencing clothing stores.

By the end of 2012, the total number of stores in the United States was 5220 (including direct stores and franchised stores).

But according to the 36 krypton report, Tesco has closed over 1500 stores in 3 years from 2014 to 2016, due to its old sales model and long supply chain cycle, and overstocking more than 2 billion yuan of inventory.

In order to save the performance of perennial losses, the United States has tried to launch a new brand of clothing, to do business.

But in Wall Street's report, it is called "innovation and error".

In the fast fashion, electronic commerce, O2O, mobile Internet APP and other aspects of the pformation attempt to stay in the form, and did not touch the company's operations, supply chain, channels and other essential issues, on the road of pformation, naturally more and more unpleasant.

The business school reported that the United States has always wanted to learn ZARA and take the fast fashion route, but failed to realize ZARA's product development cycle, new frequency, and all direct retail mode.

In 2008, the ME&CITY brand launched by the American Apparel Company copied the ZARA store from inside to outside, but there are still weaknesses in product design and brand. It has not been accepted by consumers, and it is still in a state of loss for several years.