Is Metersbonwe's Sudden Loss A Big Deal?

In China's clothing industry, a company believes that as long as 80 and 90 after the mention is definitely no one knows, nobody knows, this company is the famous Metersbonwe, then the streets and lanes, up to the northern Guangzhou Shenzhen first tier cities, down to the five or six line of small town, only a pedestrian street is bound to have Metersbonwe. However, how long have you heard about Metersbonwe, or how long have you not bought Metersbonwe? Recently, Metersbonwe has finally heard the news, but it seems that the news is not good news.

Metersbonwe's bad news

Recently, Metersbonwe's listed company, Smith Barney, released a message, which reveals the 2019 semi annual performance notice amendment notice. Before the amendment, the company expects net profit attributable to shareholders of Listed Companies in 2019 1-6 to be 0 yuan -5000 million yuan; after revision, the company expects that the net profit attributable to shareholders of Listed Companies in 2019 will be 100 million yuan -1.5 billion yuan, compared with a profit of 53 million 114 thousand and 400 yuan in the same period last year, and the profit will be reduced to the same ratio.

The main reason for the revision is due to the delay of new products listed in spring and summer in 2019, which failed to meet market demand in a timely manner, resulting in a drop in business revenue over expectations. It is estimated that the actual net profit in the first half of 2019 is lower than that of the previous performance forecast, so the previous profit forecast interval should be corrected. At the same time, the company has already attached great importance to the delivery management of goods, and the relevant problems have been properly resolved to ensure the smooth progress of the company's listing of goods in autumn and winter this year.

This reminiscent of the letter of inquiry received by the American state costume not long ago, which was announced in May 17th, received a letter from the Shenzhen Stock Exchange on the company's 2018 annual report, which was requested by the Shenzhen Stock Exchange to reply before May 23rd. In May 22nd, the announcement of the United States and costumes on the extension of reply to the annual report of 2018, said that due to the need to further improve some of the problems, and some issues need intermediaries to make relevant comments, the company is not expected to complete the full reply to the annual inquiry letter on schedule.

In the enquiry letter, the Shenzhen Stock Exchange said that the United States made 2018 of its profits in, but its net profit margin was only 0.53%. For this reason, it is required to combine the loss of the company's main business for the past three years to show whether the main business of the company has a continuous profitability and the measures that the company intends to take for the continued loss of its main business.

Data show that in 2016 -2018, the net profit of the United States and the apparel industry belonging to shareholders of listed companies was 36 million 158 thousand and 600 yuan, -3.05 billion yuan and 40 million 361 thousand and 600 yuan respectively, and the net profit after deducting non recurring gains and losses attributable to shareholders of listed companies was -5.18 billion yuan, -3.21 billion yuan, and 12 million 688 thousand and 600 yuan respectively.

According to Qi Xinbao's data, Smith Barney apparel was founded in 1995. The company adopts the business mode of product independent design, production outsourcing, direct sale and franchising to organize the design, production and sale of Metersbonwe, ME&CITY and other brand fashion casual wear products, and promotes its own brand promotion and sales of related fashion and leisure products through offline shop channels and Internet e-commerce platform. Today, the price of the state's clothing is only 2.48 yuan, which makes people sigh.

Seeing these data, people can not help but wonder. What has happened to Metersbonwe that has been popular all over the world?

Two, how can everyone in the United States get nowhere?

Speaking of Metersbonwe, we still need to start with the rise of the United States in 1995. In 1995, Metersbonwe opened its first store in Wenzhou, Zhejiang. In the age when the Chinese clothing brand was very scarce, Metersbonwe appeared to be born. The brand positioning of the 16-25 year old group of young people attracted the young people at that time. In the pre Consumerism Era, Metersbonwe has adopted very avant-garde decoration design and display, and successfully seized the track of young people's users in the blank period of Chinese young clothing brands, so Metersbonwe successfully seized the minds of Chinese young people in a short time. In the age when Adidas and Nike were not yet popular, Metersbonwe was the biggest brand in the minds of young people.

Under such an advantageous background, Metersbonwe can take the opportunity to strike the iron and use the strong brand strategy to sign the absolute king Jay Chou of the young people in the same year. The biggest feature of Metersbonwe's shop was the circular play of Jay Chou's songs on the one hand, and the huge posters of Jay Chou's Metersbonwe posters, which attracted a large number of young people. From Jay Chou to the flower band, from Willber Pan to Angela Chang, a large number of traffic stars made a lot of eyeballs for Metersbonwe. The Metersbonwe's "no ordinary way" advertising words were deeply rooted in the hearts of the people, absolutely beyond the influence of the "just do it" today. In By 2006, Metersbonwe has been among the top 100 garment enterprises in China for six consecutive years by filling the gap of young people, and became the favorite brand of Chinese youth groups in 2004 and 2005. This time can be described as Metersbonwe's high light moment, but after 2006, Metersbonwe seems to be sinking, and the fashionable brand has gradually become the mainstream of the five or six line city village to kill Matt. What has happened?

First, the aging of product design. The success of Metersbonwe, which does not take the unusual road, stems from the aesthetic gap of the young people in the early twenty-first Century. At that time, the design of Mei Bang's clothing was not out of date, and even very suited to the young people's aesthetic standards. However, for any enterprise, the most frightening path dependence has appeared in the United States. Due to the overdue success, the US bond market has been the mainstream of the market for a long time, and this design style has become the path dependence of the US state. However, the US group's user base is precisely targeted at 16-25 year old young people. When these young people gradually sing "simple love" and "seven Li Xiang" out of the school gate, Metersbonwe can no longer meet the needs of the already mature users. At the same time, around 2010, the international consumer brands represented by ZARA and UNIQLO marched into China. They quickly entered the design style and always attracted the consumers with the trend of design. Compared with the slightly outdated design of the United States, it began to show the rustic air, and naturally it was difficult to attract consumers' attention.

Second, the decline of brand influence. In the United States most prosperous, took Jay Chou as his brand endorsement is undoubtedly very correct move, but Jay Chou is also gradually mature, after giving birth to a child, Jay Chou is actually difficult to attract consumers' eyes again, because Jay Chou has become old, and the user group is still 16-25 years old young people, but these young people are no longer chasing Jay Chou. At this time, Metersbonwe's brand building system has not been able to keep pace with the times. The lack of sufficient traffic star will inevitably result in the failure of traffic. The final result is that everyone will no longer buy Metersbonwe.

Third, the slow pace of the electricity supplier. Metersbonwe has been the king of clothing stores in China for quite a long time. It is this strong clothing entity store status that makes Metersbonwe also a physical shop. But Metersbonwe, in 2010, has studied the opening of Bge, but it is well known that all customer service products are already in the clouds. It is even more difficult to simulate the world purchase network.

In fact, Metersbonwe is not without opportunities, but when the market competition has entered the comprehensive Red Sea, how to make the old customers return to the US state and let the young people accept the US state is the biggest problem before us. As a fan of Metersbonwe, hope that the United States can get better again. Jay Chou has all the fans in the middle and old age, and the opportunity for US bond is still very large. It's just how to regain the advantages of Metersbonwe.