How Can Metersbonwe Continue To "Do Not Take The Unusual Road" In Front Of A Roadblock?

Metersbonwe, the "home light" of more than 5000 stores, is now down.

Shanghai Metersbonwe apparel Limited by Share Ltd (Metersbonwe) recently released half a year report shows that the first half of this year, operating income of 2 billion 699 million, down 31.47% over the same period last year. Net profit attributable to shareholders of listed companies was 138 million yuan, down 359.61% from the same period last year.

For this sudden loss, Metersbonwe explained that this was mainly due to the optimization of the channel structure and the impact of shutting down inefficient Direct stores. In the first half of the year, the factors of commodity delivery affected the rhythm of new product listing in spring and summer in 2019, which affected the response to market demand.

As for the related reports on earnings data, netizens sigh with regret: when they can not afford to buy books, they can't afford to buy them.

In the process of "not taking the unusual road", Metersbonwe encountered a huge roadblock.

01

When Metersbonwe appeared in the 2009 hit show "watching meteor shower together", it was also a representative of the trend. "Duan wood took me to Metersbonwe, picked a lot of clothes and shoes. When I looked in the mirror, I didn't know who the girl was." Zheng Shuang said Chu Yu Xing.

Although it is just an idol drama, it vividly reflects the position of Metersbonwe that could not be shaken at the time.

At that time, Metersbonwe had no need to build up its brand image. The endorsement of Jay Chou and Angela Chang, and the immaterial placement ads in American and European blockbusters have impressed Metersbonwe and its advertising slogans that do not take the unusual road in people's hearts. The "wonderful flower" theory, which has spread all over the river, has also made Metersbonwe a real fire.

And because of this viral advertising campaign, Metersbonwe's expansion speed has increased rapidly. In 2010, 43.8% of revenue growth and 63.4% of profit growth could be said to be a leap after Metersbonwe's steady growth, and in 2011, it reached its peak.

In addition to the amount of business, the number of Metersbonwe stores is showing a very fast upward trend. In 2007, Metersbonwe's stores were 2106, but by 2012, only 5 years later, Metersbonwe's number of stores in the country has reached 5220, and the number of stores has expanded 1.5 times.

The Metersbonwe once had an extremely high popularity and unparalleled glory.

02

But 10 years later, Metersbonwe has become a "meteor" and is unlikely to be short-lived.

From 2013, this number began to turn into "nearly 5000", "more than 4000" and "more than 3700". In 2017, the vague figures became a mystery, and the official statement became "marketing network across the whole country".

The final figures also mean that 1500 stores were closed in 3, and the number of stores fell back to its peak. After a year's insistence on the peak period, this is the meager profit.

In 2013, its battalion fell to the level of 2010, but its net profit was only about half of that in 2010, and 2014 was its last net profit of over 100 million yuan. Data show that from 2015 to the first half of 2019, MB's revenues were 6 billion 295 million, 6 billion 519 million, 6 billion 472 million, 7 billion 677 million and 2 billion 699 million respectively, and the net profits were: -4.32 billion, 36 million, -3.05 billion, 40 million and -1.38 billion.

According to Metersbonwe group, in 2019, 1 to September, fear continued to be in a state of loss, with a loss ranging from 140 million yuan to 220 million yuan. Last year, from 1 to September, the group's net profit also reached 40 million yuan.

As of September 9th closing, Metersbonwe's stock price was 2.3 yuan / share, up 0.44%, with a total market value of 5 billion 779 million yuan. Today's share price has dropped by 90% compared with the 39.57 yuan in 2010.

03

In fact, Metersbonwe is not alone. Under the current situation of fast selling overseas brands and the fast updating of domestic fashion, China's "tide card" is hard to avoid in the fate of being eliminated.

"Australia" JEANSWEST has been privatized, "Italy" Baleno 250 million has been sold, and its parent companies have returned to the old road of OEM. YISHION, Tonlion and so on have become "brand names", online businesses are doing better than offline businesses, there are occasional stores, but the passenger flow is sparse. The A shares listed companies such as the United States and Semir have begun to transform.

As the "90's" national brand, they did not catch up with the real "post-90s" footsteps. Consumers who had "memories and feelings" were abandoned by the brand. In fact, "we have grown up, but they haven't grown up yet." When fast fashion continues to raise the age limit of its overcrowding population, at least 40 years old can walk in, and these national brands are still in line with the teenagers in the ivory tower.

Product design is aging and brand influence is declining. Fatigue has become Metersbonwe's representative vocabulary in recent years. It can only be quietly wrapped up in the tide of electricity supplier.

But fortunately, the national brand also has the desire to improve. The force online market is not only able to get closer to young consumers, such as Metersbonwe's local traditional brands, but also provide insight into young people's preferences through big data and bring new improvements in new product design.

It is hoped that in the future, "soil tide" can become a "national tide".