There are many brands that sell their properties to save themselves due to poor management and other reasonsMetersbonweis one of them.
Recently, Meibang Apparel intends to use cash transactions to Ningbo Youngor Clothing Co., Ltd. to hold a store located at No. 43, Dake Jia Lane, Jinjiang District, Chengdu City, Sichuan Province, and the transaction was finally determined by the two parties through negotiation6.800 million yuan
According to the official customer service of Metersbonwe: The store at this address has not yet closed the store, and there will be some special sales activities in the futureChengdu Metersbonwe discountedRelated notes.
Compared with the location of other stores of Metersbonwe, the store is located in the low-end Chunxi Road business district of Chengdu, and the store is the Metersbonwe Kyoto Building storeCompress liabilities
Prior to this, revitalizing assets was also the reason for the other three stores of Meibang**, whether Meibang couldn't catch up with the trend, or fast fashion couldn't do it?
According to the data released by Metersbonwe, from 2020 to 2022, the net profit attributable to the parent company of Metersbonwe will lose 85.9 billion yuan, 46.8 billion and 82.3 billion yuan, accumulated in 3 yearsThe loss was more than 2 billion yuan
In addition, according to the Q3 quarterly report of 2023, the book currency funds of Meibang Apparel are only 86 million, and the short-term liabilities are 72.4 billion yuan, notes payable, accounts payable and other liabilities reached 73.9 billion yuan, cash flow is seriously damaged, the companyDay-to-day operations are already under threat.
It is reported that this is already MetersbonweThe fourth saleFinish.
In October, December 2022, and June this year, Meibang clothing was **WuhanOptics Valley World Spanish Style Street Store、GuiyangCity Zhonghua Road No. 145 shop, andShenyangThe shops on Taiyuan Street in Heping District, the city, are all "relieved" by Youngor with real gold, with a total of 1.3 billion yuan of blood transfusion.
Interestingly,Li Rucheng, the actual controller of Youngor, and Zhou Chengjian, the actual controller of Meibang Clothing, are fellow villagers in ZhejiangYoungor's revenue was dragged down by the real estate business and fell for a while, and it happened to run into the sale of real estate by Meibang, and the two hit it off, needless to say.
Years ago, Metersbonwe was in a great position in major cities and not only invitedJayand other celebrities as brand endorsements,Chu YujingI also felt proud of changing into a Metersbonwe in the repertoire, and I don't know how many people stopped to wear the same style as Jay Chou, Nicholas Tse and Twins.
In addition to being at the forefront of the trend at the time, a word"Metersbonwe – off the beaten path".The advertising slogan is even a household name, and even the performance of third- and fourth-tier cities has been rising, and in 2005, Metersbonwe was 20The performance of 2.1 billion yuan is among them"China's Top 500 Manufacturing Enterprises"., and listed on the Shenzhen Stock Exchange in 2008, in 2011 recorded a revenue of 99The performance myth of 4.5 billion yuan.
With the entry of foreign first-line FMCG brands into China, the chain stores of domestic traditional enterprises are restricted by franchise, self-operation and first-chain operation, and are facing a painful period.
This led to the number of stores in 20135220Immediately after the splendor of the platform, it entered the moment of falling from the high platform.
At the end of 2022, there were only 1,026 physical stores left in Milbank, of which 997 were franchised stores, accounting for 972%。
Radical expansion, not doing business, and not conforming to the trend of the times are the reasons for the decline of Metersbonwe, which was adopted by Metersbonwe due to the rapid expansion in the early stageBlind and rapid expansionstrategy,The product positioning is not clear enoughThere are many SKUs, and the rapid development of the "national tide", how to update the tide and produce new products faster have caused a lot of impact on the United States.
At the same time, the lack of investment in quality and manufacturing makes consumers unable to meet the needs of high quality and personalization, and a post-90s girl has said that she has never bought the brand's clothes after graduating from high school, the reason is"Metersbonwe's clothes don't show their individuality".
In this regard, Meibang has not made changes.
At present, Meibang clothing has signed contracts and opened 25 franchised customer stores around the pioneer trendy cool boy, sweet cool girl, and new national tide brand strategy, and more than 100 franchised stores are waiting to be signed and opened.
In addition to the style orientation, Metersbonwe also held high the banner of e-commerce, and the first thing the founder Zhou Chengjian did after his return was to lead Metersbonwe to the battlefield of e-commerce live broadcast, and even moved its headquarters from Shanghai to Hangzhou.
Earlier, Metersbonwe was also because of"Spring Festival Gala-style live broadcast".has been on Weibo hot search, in the live broadcast of many old brands' transformation into e-commerce, although the results of Meters' performance are not eye-catching, it can be regarded as a successful out of the circle, gaining a wave of fans among young people, and the online business has begun to improve.
In recent years, Meibang has been trying to find the possibility of performance growth from the channel through the construction of its own e-commerce channels and apps, such as the establishment of "Shanghai Aishang Banggou Information Technology*** is responsible for Meibang's self-construction"."Banggou".operations.
Although "Banggou" has not disclosed relevant sales data, judging from its monthly activity of less than 400,000 people, "Banggou" has not become an advantageous channel for Meibang.
In 2022, Meibang's online revenue has only begun to improve, accounting for more than 30% of its revenue for the first time.
In contrast, the colleague of MeibangSemirThe situation looks a lot better.
Before 2019, Semir's corporate revenue was still in a stable growth, but since 2019, the company's revenue has begun to decline, and from 2019 to 2022, Semir has achieved a net profit of 154.9 billion yuan, 80.6 billion yuan, 148.6 billion yuan, 63.7 billion yuan, net profit growth rates were. 50%、-57.15%。
Among them, Semir 2022 6The net profit of 3.7 billion yuan hit a record low since 2009, but despite this, Semir in the first half of 2022Online revenue reached 50%, which is 20% higher than that of Meibang
The reason for the difference in the grades of these two old classmates is related to Semir's "two-legged walking", for example, Semir has another core businessChildren's clothing brandIn tenaciously pulling Semir's performance, if it were not for the pull of the children's clothing business, Semir's casual clothing performance may be even more "stalled".
It is an undeniable fact that both Milbond and Semir areThere is a lot of pressure on traditional casual wearSome of the trendy brands that were once loved by young people have gradually been forgotten.
In 2022, Uniqlo already has more than 900 stores in China, and in 2023, lululemon, banana and other indoor and outdoor sports brand clothing will rise again** is synonymous with them.
In November this year, Meibang launched it in a big way"China Goose Down 1995 Series" goose down jacketIt is also the pioneering work of this product transformation and upgrading, and its price in an e-commerce company is inMore than 1,000 yuanThe monthly sales volume is mostly in the dozens, and the online strategy has achieved initial results.
Compared with the previous e-commerce channels, this year's Meibang seems to be with the help of e-commerce, which may be inseparable from the return of founder Zhou Chengjian.
According to relevant industrial and commercial information, the two newly established companies of Meibang ——Hangzhou Meters' numberswithZhejiang MetersBoth are 100% owned by Meibang Apparel, and the legal representative, general manager and executive director of the two companies are Zhou Chengjian.
This is the first time that Zhou Chengjian has served in a new company since he stepped down as chairman of Meibang Apparel in 2016, choosing updated sales channels to meet new challenges.
Before Zhou Chengjian's return, Meibang had been handed over to his daughter Hu Jiajia to take care of, and since then, its performance has fluctuated.
In addition to boosting performance through the return of first-class assets and increasing live broadcast e-commerce, the United States may focus on expansion this yearOffline franchise channels in third- to fifth-tier markets
As early as 2018, Zhou Chengjian expressed optimism about the third- and fifth-tier markets at the all-brand investment conference, and would promote the strategic plan of "100 cities and 1000 stores" in the future in the third- and fifth-tier cities.
Zhejiang businessmen are back on the battlefield, and the United States in 2024 may really want toRe-emergenceFinish.
Reference: The number of stores has shrunk by 4,000, and Meibang has sold real estate to return to blood: Can Zhou Chengjian's return revive its glory?——Blue Whale Finance.
In the past, the "king of the pedestrian street" sold his house to survive, and also bet on the "treasure" thousand-yuan down jacket - Youth Network.
After four years of big losses, the controlling shareholder of Metersbonwe began to "sell" - Jiang Dongwen.
Metersbonwe, the painful period of transformation that cannot be walked out of - consumption titanium.