A Surge Of Sales In The United States And The Collapse Of Sales

In recent years, the US state clothing, which once held a leading position in domestic casual wear retailing, has been in constant dispute and sales are declining. Hu Jiajia, the incumbent chairman of the state fair, has been sparked by news of the court's restrictions on consumption orders.

According to the Shanghai Huangpu District people's Court issued in June 24th (2019) Shanghai 0101 Zhi 6212 restricted consumption orders show that the court filed in September 10, 2019 to implement the applicant Lin Huakang and Mao Weihong apply for the implementation of Metersbonwe Metersbonwe clothing Limited by Share Ltd (hereinafter referred to as "American state dress") housing lease contract dispute case.

In accordance with the relevant provisions, the Court adopted restrictive consumption measures to the US state dress and clothing, and restricted the consumption of costumes and Hu Jia Jia's necessary consumption activities.

However, after the news came out, Hu Jiajia himself and Mei Bang dress responded quickly. He said that the related shop was the Shanghai Nanjing East Road store. The group actually leased 5 floors. The group actually fulfilled the rent payment obligation in the tenancy period. It had no arrears. However, after the expiration of the contract, 1003 and 1004 of the owners refused to renew the rent, and demanded that the relevant area be used for personal use. Mei Bang clothing returns housing and pays related costs.

After the court decision was issued, the United States costumes paid the related fees as required. Hu Jiajia further revealed that after the communication with the relevant departments, the restraining order had been revoked and stressed that the company was operating normally.

Public information shows that the United States and the United States clothing refers to Metersbonwe's clothing, is the independent creation of local leisure wear brand, the company owns "Metersbonwe" and "ME&CITY" two fashion leisure brands, "Mi Xi Di" and "MooMoo" two children's clothing brand. Metersbonwe group was founded in 1995 in Wenzhou, Zhejiang, China. It mainly develops, produces and sells casual clothing series.

It is worth noting that the restricted consumption order of Hu Jiajia, the 34 year old chairman of the American Apparel, has been lifted. But because of the housing lease dispute, the impact of the image of the company's largest flagship store in the near future is hard to bridge.

More importantly, in 2016, when Zhou Chengjian, the founder of the company, abdicated, and her daughter Hu Jiajia took over the power, the American state dress had undergone several years of adjustment, and the management situation has not been fundamentally changed.

Coupled with this year's epidemic, the United States and costumes add to the damage. According to the first quarterly report released in 2020, the announcement showed that the first quarter of 2020 fell 46.70% compared with the same period last year, with a net loss of 219 million yuan and a net profit of 38 million 348 thousand yuan in the same period last year.

According to the news, in order to comply with the trend of consumers accelerating the transfer to the Internet after the epidemic, the United States apparel industry plans to increase investment in digital business, vigorously promote live sales, and establish close cooperation with the head anchors of the major platforms.

Lin Xiaodong, vice president of Mei Bang apparel, has publicly stated that the United States will deploy the entire brand Taobao live broadcast, the United States and ME&CITY gradually realize 24 hours of live broadcast, and two children's wear brands Moomoo and MCK realize routine daily weekly broadcast. Not only in the long live broadcast, but also in the live play and live broadcast level constantly explore and enrich.

In the future, the company will continue to take customer demand as the guidance, with the aim of improving quality and efficiency, and integrating resources as the means to achieve the efficient and collaborative digital organization form in the whole process of product design, purchase, production, sale and service.