US Bond Zhou Chengjian: 9000 Yuan Started Off Shop 1500 Defeat Ended

On the afternoon of November 21st, Shanghai Metersbonwe apparel Limited by Share Ltd announced that the chairman and President Zhou Chengjian submitted a resignation report and resigned from the company's chairman, President and board of directors. Zhou Chengjian's eldest daughter, Hu Jia Jia, 30, will take over as chairman and CEO of the company.

Zhou Chengjian's resignation is very sad.

This is a real cock wire counterattack character, relying on 9000 yuan to start from scratch, have feelings, dare to "do not take the unusual road", but finally because of the Internet +, defeated in their own hands.

Zhou Chengjian was born in the countryside and had a low educational background. He graduated from junior high school and came out in the first place. In the early 20, he started his own business as a garment processing factory, but he owed 200 thousand.

Finally, with 9000 yuan from scratch, in order not to lose his suit, he turned his suit sleeves into jacket sleeves, but it was a blessing in disguise.

In 2008, when Zhou Chengjian was the most beautiful, the top brands of China's local casual wear were listed on the Shenzhen Stock Exchange.

He has become the richest man in China's clothing industry and has made a bold statement: beyond Zara, he must be the tailor of the whole world.

In the next 3 or 4 years, the United States continued to exert strength, not only gradually defeated the early entry into the Chinese mainland market, such as JEANSWEST, Baleno and other leisure apparel brands, but also rapidly expanded, the number of stores in 2012 reached 5220 directly.

Deep in the mire of inventory, it is difficult to break away from the downturn.

The number of stores increased, resulting in inventory problems. In 2015, the number of stocks in the United States has reached 37 million 610 thousand.

Zhou Chengjian also felt the pressure of American stock, and severely criticized his subordinates' "three eggs are different", that is, asshole, bastard, nonsense and inaction.

In fact, long before the problem was serious, Zhou Chengjian had acted. Zhou Chengjian knew about the electricity supplier very early. In 2009, it set up an electronic business platform, which was the first to realize the consumption of sweeping codes in the physical store, the shortage of stores, the nationwide search for goods, and the replacement of online shopping lines. It has formed an application scenario characterized by traditional online shopping and O2O testing. The United States can be said to be one of the earliest layout of electricity supplier clothing enterprises.

In 2013, the United States and the United States launched a number of experiential shops in the country, and store designs were implanted with local cultural elements. In addition to providing a variety of O2O services, the store has also set up leisure areas to provide coffee snacks.

In the view of some media, over 2 years have passed. Whether Chengdu, Hangzhou or the Chongqing experience shop launched after upgrading, there are few visitors. The expectation is quite different from the real effect.

In 2015, Zhou Chengjian developed fan APP. In order to popularize this APP, it not only named the Internet popular variety "wonderful flower", but also invited the popular idol Li Yifeng as spokesperson in 2016.

Operating costs are increasing, but the performance of Smith Barney continues to decline.

It took too much "Tuition" on the Internet, and Zhou Chengjian finally realized where the problem of American state was: blind expansion and backlog.

In the peak period, the United States has more than 5000 stores throughout the country, including four or five cities. It can see its shape. "Joining the system + direct operation" mode has led the us to a high-speed expansion and development path. Zhou Chengjian once became the richest person in the clothing industry.

Different from other enterprises' diversified development, Zhou Chengjian has been concentrating on the field of casual wear and never wavered. In 2008, when the United States went public, Zhou Chengjian said he wanted to be China's "ZARA". However, today's ZARA has made its founder the world's richest man, and Zhou Chengjian has to shoulder the pressure from all sides.

ZARA has always been an idol of the United States, and Zhou Chengjian has never given up the fast fashion field. But obviously, the United States has not learned the essence of ZARA. ZARA is famous for its "fast". From design, production to delivery, it can be completed within 15 days, while the United States is the 70 day.

ZARA can complete the whole process from design to shipment within 15 days after the emergence of the trend. Therefore, when the goods are on the market, the styles and colors of the products can be closely held in the season. And the United States needs to complete the entire supply chain for 2-3 months. The trend of the wind has changed. Most of the products that are expected to be exploded, most of them can only be turned into stocks.

The market share, turnover and number of stores in the United States continue to shrink. "In the first half of this year, the net loss of the United States has reached 60 million 190 thousand and 800 yuan, the annual loss exceeds one hundred million yuan, and over 3 years have closed more than 1500 stores."