Where Does Metersbonwe Go Now?

"Today, Duan took me to Metersbonwe, picked lots of clothes and shoes, stood in front of the mirror, and I didn't know who the girl was."

80, 90 after this must be no stranger, this sentence from the once popular idol drama "together to see meteor shower." As the biggest sponsor of the show, Metersbonwe also led young people's clothing trend at that time.

As a memory of Metersbonwe, this drama was also copied by young people in the summer of 2019 because of the activity of "all people are Chu Yu Xing". As a sponsor, Metersbonwe has long been fading out of the lives of young people and heading for a poor road.

During the five years from 2012 to 2016, the growth and net growth of American Apparel were all negative. In 2018, when it turned out to be a loss, it lost 464.59% of its net profit in the first half of this year.

Since 2012, the United States has suffered serious losses, and its market value has evaporated by about thirty billion. In the first half of this year, its revenue decreased by 31.47%.

Metersbonwe, once a leading clothing company, was forced to walk down the altar and turn it from prosperity to decline. It is a predicament that retail clothing enterprises have to face under the influence of the Internet business.

　 Fierce competition for brands at home and abroad

In 1995, Baron quickly developed its market in China by relying on its own design and production outsourcing mode of light assets, and became a leading brand of local domestic casual wear.

Before and after 2000, Smith Barney's brand influence began to expand and sales increased exponentially. By 2008, the United States was listed on the Shenzhen Stock Exchange, and its prospects were promising.

However, for a long time, Metersbonwe, which aims at the European and American fast fashion brand ZARA, failed to produce the script which was out of the blue, but was besieged by Chinese and foreign casual fashion brands.

In 2010, the fast fashion brands in Europe and the United States expanded rapidly in China. ZARA, H&M and UNIQLO entered the Bureau. The expansion rate of ZARA was higher than 70% at that time. H&M kept growing at the speed of opening a shop every four days. UNIQLO was taking advantage of the low price and comfortable design to occupy the huge fast fashion market.

In addition, Semir, Nadia and other home grown costumes in the same period also seized the market share without any hesitation, eager to get a share in the leisure fashion market.

ZARA and other European and American fast fashion brands have only direct outlets in China, and have a large number of fashion designers, which speeds up the product's new time and provides low inventory protection.

In contrast, Metersbonwe is using the way of "Direct stores + franchisees" to open up the market. It wants to build up brand image, and is eager to improve market coverage. As a result, inventory backlog is serious and new rate is low.

ZARA has precise data control and analysis. Each new product only needs 12 days from design to store sales. Compared with the same period, Metersbonwe needs more than two months. This is a fatal problem for the leisure fashion industry.

The rapid expansion of physical stores, the lack of stamina in the fast supply chain, resulting in a reduction in the quality of products, a vicious circle leading to the accumulation of stock, and the inevitable choice of Metersbonwe.

Although it cleaned up its inventory, it also cleaned up its brand image, and Metersbonwe was also ridiculed by consumers as "stall goods".

Later, the rise of online shopping, the popularity of traditional stores declined, young consumers' shopping habits and consumption tendency changed, and once the fashion hegemony was also shrinking, and retired to the second line.

　　 100 strategies, 99 are trial and error.

Metersbonwe is also aware that products can change their destiny. A high-profile fashion brand ME&CITY is launched. The product age of this brand complements itself with the United States itself, mainly because consumers are expected to wear Metersbonwe from small to large.

The result is not optimistic. Although Wentworth Miller, who was the hottest jailbreak starring as image spokesman, still can not change the dilemma of losing money for many years.

The continuous discount, clearance and sale are even worse, and Metersbonwe has taken the high-end road. Facts have proved that first impressions are hard to change.

In the past two years, TV has been known for its popularity and variety shows are flourishing. A APP named fan, known as the famous variety "wonderful flower" for three consecutive seasons, has received huge exposure in Ma Dong's hard work.

The intelligent fashion matching experience platform launched by Metersbonwe has not achieved high traffic conversion, and has not even really walked into the middle of young people.

If you can't go the high end, you will continue to cooperate with the stars. Through deep cooperation with Jay Chou, Angela Chang and other stars, Metersbonwe has influenced a large number of post-80s and post-90s, and has also made great contributions to Metersbonwe's turnover.

In 2017, Metersbonwe upgraded Metersbonwe to five brands: NEWear, HYSTYL, N vachic, MTEE, ASELF. The spokesman also kept pace with the times and invited Guan Xiaotong, Ren Jialun, Ceng Shunxi, Song Weilong and Zhong Chuxi to be the five red flowers.

But the effect is not good. After 00, the cognition of products and fashion has not been so good as after 90, and a few traffic stars have no way to save Metersbonwe's recession.

Frequent pursuit of development, but no one can start a good ending, wasted too much time on trial and error, resulting in Metersbonwe is being thrown away by competitors, abandoned by consumers.

　　 Who is the most important among products, customers and marketing?

From binding the national idol Jay Chou, Angela Chang, and now making a series of operations such as micro-blog's hot words, the topic of shaking, and so on, Metersbonwe is not inferior in marketing and drainage.

In the 07 year, it is known as the "hot boy". It has been implanted in the Hollywood blockbuster "Transformers" in 09 years. Li Yifeng, a popular icon, made a sales record of creating two stores and selling 1 million 800 thousand pieces at a store in one minute.

In 2010, Metersbonwe made a special performance in the happy camp. Jay Chou appeared in the dress of the United States, and perfectly integrated the brand's temperament.

In terms of choice, Metersbonwe pioneered content marketing. But from the results, there are some results in the early stage, but the marketing in late stage is advancing with the times, but under the impact of all kinds of roads, the effect is very little.

Zhou Chengjian, the founder of Metersbonwe, once said in public that he did not understand fashion, but wanted to be a tailor for life. Blindly emphasizing quality and workmanship is a long-term foundation for an enterprise. However, for today's mainstream consumer groups, buying clothes and choosing excellent quality is one aspect of the work, and more importantly, style design and fashion elements.

Looking at all these years, it seems that the failure of the brand seems to be more of a strategic misdirection. In this age of big failure, Metersbonwe has not fundamentally solved the actual needs of consumers, no matter whether it is developing high-end brands or naming marketing, and developing Internet APP. There is no clear positioning and mission.

It is still a long way to go for Metersbonwe to take the lead and move the whole body.