Metersbonwe 2013 Performance Is Not Optimistic, Abandon ZARA Study UNIQLO

< p > at the beginning of this year, Zhou Chengjian was still emphasizing learning from ZARA, but now it seems that he has changed a teacher.

< /p >

< p > Zhou Chengjian's new direction for US bond is O2O, which is the combination of entity stores and e-commerce.

This year, he started to pform the store into a new O2O concept store. There are now 6 stores in different cities that have been upgraded.

< /p >

< p > < /p >.

< p style= "text-align: center" > < img border= "0" alt= "" align= "center" width= "276" height= "242" width= "" / "" > "

< p > < /p >.

This year, P will operate independently for two years.

Consumers can log on to the electronic commerce platform of Mei bang and view the products, and make an appointment to make a fitting through the mobile phone. Moreover, the shop assistant also completes the corresponding < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > match.

Do not want to buy the < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > window shopping, you can also place orders online, express to the home, of course, you can also place orders directly in the online store, and pick up the goods in the physical store.

< /p >

< p > this is a new business mode, but it is no longer a new concept for China's retail industry. Suning, another practitioner of O2O, is also telling a similar story in a high-profile manner.

< /p >

The key to < p > O2O is to really attract people who like online shopping to get out of their homes.

Zhou Chengjian's way is to completely redecorate the shop.

The flagship store in Hangzhou is the first pformed shop in the United States. It has now become a "central station style". The hall has been pformed into a waiting hall, and the fitting room has been designed as a train compartment.

This is just one of them. Zhou Chengjian plans to design each experience store into different styles, "one city, one culture, one shop and one theme".

< /p >

< p > each shop has leisure facilities such as a gallery, coffee bar and garden terrace, and provides free WiFi to facilitate customers to rest and surf the Internet.

Zhou Chengjian said that although the proportion of the upgraded shops in the country's 5000 more shops accounted for only 0.5% of the total, it is impossible to change the image of the US state, but once the whole country has such a store, it will make the consumers understand the US state again.

In his view, the experience store with cultural background can relocate the US state and pform it from an ordinary clothing label to a lifestyle. At the same time, it can get background data from the O2O system.

< /p >

The plan of "P" is that in the next 12 months, we will upgrade the 100 shops with experienced functions, and then cover the franchisees.

Based on the consideration of investment cost, the United States can not refurbish all the direct stores at the same time. At present, only a few cities such as Hangzhou, Chengdu and Wenzhou have completed the upgrading.

< /p >

At the same time, P is preparing for the pformation of brand positioning.

According to the head of the US bond marketing department, the United States will understand the customers' consumption preferences through the background data obtained by O2O, so as to make adjustments to the products and attract more consumers.

Mei Bang's products were located in the age of 18 to 25 years old, but this once "China's first fast fashion brand" has gradually lost its appeal to young people.

< /p >

< p > in fact, while upgrading the shop, Smith Barney continues to close.

In the first half of the year, the company has closed more than 100 outlets.

The three quarter report released by the United States recently showed that the net profit of the company was 382 million yuan, down 49.12% from the same period last year, and the net profit attributable to shareholders of the listed companies in the 2013 year is down from 30% to 50%.

< /p >

< p > the pformation of Smith Barney can be said to be under market pressure.

From the end of 1990s to about 2010, China's garment industry experienced rapid development. In some years, Metersbonwe's net profit grew by 600%.

After that, with the rapid success and expansion of international fashion fast fashion brands such as ZARA, GAP, a href= "//www.sjfzxm.com/news/index_c.asp", UNIQLO /a and so on, the United States has embarked on a radical expansion to resist their offensive.

In 2008, the company listed on the Shenzhen stock exchange A shares, and Zhou Chengjian ranked fifth in the Forbes rich list of China in 2008.

Since the beginning of 2010, the golden age of local brands has ended. The size of the US stock has suddenly increased from 900 million yuan at the beginning of the year to 2 billion 548 million yuan at the end of the year.

< /p >