“We decided to start a thorough and unswerving transformation and reform, and we must find a very clear goal.” At the end of August, Metersbonwe founder Zhou Chengjian publicly expressed the company’s determination to seek change.
On September 7, Meibang Apparel stated that the company’s inventory clearance plan in the first half of the year has been effective. The inventory decreased by 400 million yuan compared with the beginning of the year, from 2 billion yuan to 1.6 billion yuan, year-on-year. A decrease of 19% and a decrease of 20% from the end of the same period last year.
It is worth mentioning that Meibang Apparel has proactively adjusted its channel strategy, significantly adjusted unprofitable and inefficient stores due to the transfer of business districts, and at the same time continued to deploy high-quality channels with development potential. , 504 stores were closed during the reporting period, while 105 new stores were opened.
Online business accounts for about 30%
Recently, Smith Barney Apparel’s performance forecast shows that the company’s net profit in the first three quarters is expected to be a loss of 42.12 million yuan to 242 million yuan, compared with a loss of 100 million yuan in the same period last year, and the loss may narrow.
“Our performance in the fourth quarter of last year has been greatly improved. After our adjustments last year, this year would have been a good start. But this year The unexpected situation really caught us off guard.” Zhou Chengjian, founder of Metersbonwe, publicly stated that such challenges have also brought new opportunities to him, which can be said to be “opportunities” amid “crisis”.
On September 7, Meibang Apparel introduced on the interactive platform that according to the semi-annual report released by the company, the company’s inventory clearance plan has been effective. A decrease of 400 million from the beginning of the year, from 2 billion to 1.6 billion, a year-on-year decrease of 19%, and a decrease of 20% from the end of the same period last year. The company has also actively adjusted the proportion of online and offline sales, and the proportion of online business has increased. In addition to mainstream public platforms (Taobao, Vipshop, WeChat Mall, JD.com, etc.), other social retail e-commerce platforms have also experienced significant growth.
Data show that Meibang Apparel’s online business accounted for about 30% in the first half of the year. Among them, social new retail represented by live broadcast and community marketing grew rapidly, and related revenue growth rate Reaching 548%, this makes up for the negative impact of retail channels to a certain extent.
504 stores closed and 105 stores opened
Affected by the epidemic, Consumer purchasing methods have changed, and the original retail scene has gradually iterated. Meibang Apparel immediately proactively adjusted its channel strategy: significantly adjusting unprofitable and inefficient stores due to the transfer of business districts, while continuing to deploy high-quality channels with development potential. During the reporting period, 504 stores were closed and 105 new stores were opened.
Zhou Chengjian said that in the first half of this year, Meibang Clothing closed more than 500 stores across the country to stop losses in a timely manner to a certain extent. It was this decisive stop-loss behavior that narrowed the number of stores. decline in the second quarter. After a series of contractions and adjustments, Zhou Chengjian said that Metersbonwe’s overall data in the second half of the year will rebound.
While making every effort to stop losses, Meibang Apparel said that affected by the new coronavirus pneumonia epidemic, the apparel consumer market is undergoing profound changes. On the one hand, the market has suffered a huge impact in the short term, and business operations have been greatly affected. On the other hand, the epidemic has also promoted changes in the industry, and many brands have returned to a new starting line. This has brought the company an opportunity to reconstruct its brand, channels, and operations management.
In the post-epidemic era, consumers are more sensitive to brands and are increasingly pursuing high value-added brand products. Meibang Apparel stated that it is accelerating the upgrade of its brand strategy and image, matching brand positioning and classified consumer demand, accurately developing product series that adapt to trendy shopping trends, and promoting the improvement of brand value in all business scenarios. Its “China Meibang” national fashion series products, summer skirts, antibacterial fabric clothing and other products have attracted much attention in the market after being put on the market.
At the same time, Meibang Apparel continues to expand its IP resource library, successively launching and enriching “Disney”, “Marvel”, “Full-time Master”, “National Comics”, etc. IP series products. </p
