However, since 20 12, Metersbonwe, Bang Wei and Bang Wei have set off a wave of closing stores. By 20 19, as many as 550 franchisees had retreated. In just ten years, the market value of Metersbonwe Bang Wei Bang Wei has evaporated by more than 30 billion yuan, and even "sold the house to pay off debts".
In March this year, Bacchus Liquor, a wholly-owned subsidiary of Shanghai Bairun Investment Holding Group Co., Ltd., plans to acquire 0/00% equity of Mo * * Industry/KLOC held by Shanghai Metersbonwe Bang Wei Bang Wei Clothing Co., Ltd. and Shanghai Bangbu Information Technology Co., Ltd. with its own funds of 448 million yuan.
At this point, Metersbonwe Bang Wei Bang Wei, a once dazzling national leisure clothing brand, has finally come to an end with the changes of the times.
In the past ten years, Metersbonwe Bang Wei Bang Wei's road to survival is extremely difficult, including the impact of e-commerce platform and the proliferation of competitors. The fundamental reason is that Metersbonwe, Bang Wei and Bang Wei missed the dividend of the times one after another and were preempted by the later wave, which eventually led to the failure of their transformation.
What caused this company's situation today:
In 2008, Metersbonwe Bang Wei Bang Wei was listed on Shenzhen Stock Exchange. After the listing, the senior management of Smith Barney unanimously decided to make efforts in the high-end market.
So in 2008, Smith Barney launched the high-end brand Me &；; And invested heavily in this area. Unfortunately, the money ended up in Shui Piao.
At this point, Zhou and his team are probably still addicted to the current prosperity and have not seen the drastic changes in the market structure.
In early 2000, Uniqlo, an international giant, took the lead in entering China. Zara and H&; In 2006 and 2007, M opened its first store in China. These fast fashion brands have improved consumers' brand awareness and reshaped consumers' consumption concepts and aesthetics with low-priced and fashionable clothing products. For a time, the momentum was like a rainbow, domestic brands blossomed and street brands blossomed everywhere.
Meters, Bang Wei, Bang Wei and ZARA audience, H &；; M overlap, but the cost performance is not as good as the latter. As a result, Metersbonwe, Bang Wei and Bang Wei got deeper and deeper in the mire.
Cheng Weixiong, the former headquarters who left Smith Barney, once pointed out that the root of Smith Barney crisis lies in "the main business is not done well, the cross-border is too big, and the ambition does not match the strength". It is a third-and fourth-tier brand in itself, and as a result, it has to be swollen and fat in the first-and second-tier markets.
It is said that Zhou has a hot temper and no one dares to say anything. In the book "Don't Take the Ordinary Road", a former senior executive of Metersbonwe Bang Wei Clothing said: "We didn't leave because the company had problems and didn't care about its development prospects, but because we couldn't communicate with Zhou. He is outspoken and rude. "
Zhou's personality has something to do with the recent 10 personnel changes in Metersbonwe Bang Wei. Most of the old men have joined the arms of competitors after leaving their jobs. Isn't this equal to cultivating enemies for yourself?
In addition, in 2008, Metersbonwe Bang Wei made a dividend before listing, and decided to distribute the undistributed profits to the old shareholders in the form of bonus shares, but the ultimate shareholders were Zhou's father and daughter, which means that no dividend flowed into other people's pockets. This practice undoubtedly chilled the hearts of the old employees of the company.
20 17 week attributed the failure of Metersbonwe Bang Wei to blind Internet transformation and backward supply chain management. He said, "We should return to our original heart, our main business and the real needs of consumers."
Zhou realized that the consumption environment of physical stores has changed greatly, and online shopping is also on the rise. Metersbonwe, Bang Wei and Bang Wei have learned from ZARA and Uniqlo from online to offline, but they are specious.
Song Qinghui, a famous economist, pointed out that although the decline of Smith Barney's clothing has the influence of the slowdown of the external economic environment, the fundamental reason lies in the lack of innovative elements in products, and the homogenization problem is very serious.
In the youth fashion clothing industry, young talents are the main consumers. Young people prefer freshness and novelty, and prefer the Internet.
Compared with Li Ning, an old brand that started at the same time as Metersbonwe, Bang Wei and Bang Wei, we are well aware of the importance of grasping the psychology of young people, constantly bringing forth new ideas and even bringing about a wave of "domestic products fever".
A stagnant brand cannot be young forever. Unfortunately, this once dazzling fashion darling finally had to leave. The decline of Metersbonwe Bang Wei Bang Wei may teach us a good lesson, that is, no matter what business you do, it is difficult to achieve long-term development without internal innovation and a grasp of the overall environment.
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