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Before Zhou Chengjian, a native of Lishui, created the first chain operation of Metersbonwe in China, Metersbonwe was not a particularly outstanding brand. However, after Jay Chou endorsed Metersbonwe in 2003, the brand quickly became popular all over the country. From 2005 to 2011, Metersbonwe's revenue and profit soared by 10 percent8 times and 165 times, becoming the representative of domestic independent casual clothing brands. After Zhou Chengjian became famous, he planned to pass on the position of the second generation of ** to his eldest daughter Hu Jiajia, but she disappointed people. Hu Jiajia led to a loss of 300 million yuan in the first year of taking over Meibang Clothing, and the cumulative loss in the past seven years has reached 3.2 billion yuan. At the same time, several brands under Meibang clothing gradually lost their sense of presence in the market. In the past few years, Meibang has relied on selling the shops it bought in the early years to make ends meet, earning 6 percent in December last year alone800 million yuan. Faced with such a situation, Zhou Chengjian decided to return to the helm of Meibang Clothing, hoping to achieve the revival of the empire.
Regarding the reason for Hu Jiajia's failure, it is not only because of her lack of ability, Zhou Chengjian himself also bears a certain responsibility. The garment industry in the real economy needs sufficient experience and professional knowledge to be able to operate well, but Hu Jiajia has only five years of experience in the garment industry, and has been in a high-level management position, and has no first-line experience. Zhou Chengjian's decision can be said to have given her a background aura, but at the same time, it also pushed her into a position full of challenges and pressures. In addition, Zhou Chengjian's timing choice before handing over the baton was not very wise, because the former first stock of Chinese clothing had gradually lost its competitiveness when he was the first to do so. Due to missing the e-commerce dividend, Meibang's revenue continued to decline after 2012, and it had fallen by 37% in the year before Hu Jiajia**, and the profit was from positive 12100 million turned into a negative 4300 million. Even if Zhou Chengjian turned losses into profits in the year of handover, the net profit after deducting non-recurring gains and losses still reached -5200 million, he gave his daughter a huge pit, and the facts have proved this, in 2017, Meibang clothing lost 300 million again. Therefore, seven years ago, Zhou Chengjian could not manage Meibang clothing well, and now it is unknown whether he can create a miracle seven years later.
In order to revive Meibang clothing, Zhou Chengjian decided to focus on e-commerce, especially in the field of live broadcasting. He has registered two related entities and recruited a number of relevant talents. However, not everyone is able to adapt to the field of e-commerce live streaming, and the challenges are just as great. As an emerging sales channel, e-commerce live streaming has risen rapidly in recent years and has become a popular direction in various industries. However, it is not an easy task to gain a foothold and succeed in this highly competitive field. With the advancement of technology and the development of the market, more and more enterprises and individuals have poured into the field of e-commerce live broadcasting, resulting in intensified competition. As a traditional physical clothing brand, the difficulties faced by Meibang Apparel in this new field cannot be ignored.
In addition, there is not much time left for Milbank Apparel. According to data from the first three quarters of last year, listed companies achieved less than 8With a revenue of 400 million, the net loss reached 96.11 million. By the end of June 2023, the number of stores has fallen below 1,000, leaving only 26 directly operated stores and 899 franchise stores. Are consumers willing to continue to pay for such a worrying brand? This is also a question to consider.
Seeing that the fate of Meibang clothing is in jeopardy, after the failure of Hu Jiajia**, Zhou Chengjian re-emerged to hope for the revival of e-commerce and live broadcasting, I can't help but start thinking about the whole incident. First of all, the success of an enterprise does not only depend on the personal ability of the first person, but also the background of the times, the market environment and the internal management system of the enterprise are important factors. Hu Jiajia may be lacking in management, but the greater responsibility should be borne by Zhou Chengjian himself, after all, he chose a person who does not have rich practical experience and industry background. Second, businesses need to constantly innovate and keep up with changes in the market. Meibang apparel missed the e-commerce dividend and failed to adapt to the changes in consumer demand, resulting in a decline in its market position. Finally, as consumers, in the ever-changing market, we need to consume rationally, not just chasing brands, but focusing on quality and the actual value of products. We must continue to pay attention to and support the enterprise, but at the same time, we must also see the reality clearly, and it is not appropriate to pay blindly.
All in all, Hu Jiajia, the leader of Meibang Apparel, failed to lead the company out of the predicament, and it is still unknown whether Zhou Chengjian's re-management of the future can save the company. However, regardless of the outcome, this story is worth pondering and introspecting. The development of an enterprise requires the efforts and innovation of all employees, and the choice and support of consumers is also an important force to promote the success of the enterprise.
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