Metersbonwe Bang Wei, once a giant in the clothing industry and the first clothing brand in China, has now become a killer.
Metersbonwe Bang Wei Bang Wei was far-sighted, and chose Jay Chou as the spokesperson when it was not hot. With the popularity of Jay Chou, Metersbonwe Bang Wei Bang Wei has also been brought to a peak. Wilber Pan and Angela Zhang have successively become its platforms. At its peak, Smith Barney's annual sales reached nearly 2 billion.
Once a hot spot because of glory, now the chairman is restricted from spending too much by the people's court because of the failure to pay the rent in time, and the company's market value has evaporated by nearly 33.8 billion, once again "winning" the hot search list. Where is Metersbonwe Bang Wei Bang Wei, which is also known as the three major student brands with Mason and Tang Shi?
Start from scratch, but create brilliance.
He just graduated from junior high school, and at the age of 17, he had the courage to set up a factory. Zhou founded Qingtian Garment Button Factory when he was young, but his business was frustrated and he was in debt of 300,000 yuan.
Wandering around the world, I only have 9000 cash left. How beautiful it was when the factory was built, and how confused the road ahead is now.
Because of his low education, he had to run around to survive. Because of his poor family, he learned tailoring skills from an early age, and now he can make a living with one skill.
Hard-working people will perform their duties. They came out of their hometown and ran all the way. With their skillful technology, they became famous local OEMs in Wenzhou. While paying off the debt, I made a small profit.
Technology and capital are available, and now the east wind is just right, so it is urgent to open a shop. 1995 Bang Wei's first Metersbonwe store opened in Wenzhou. After more than ten years, Metersbonwe, Bang Wei and Bang Wei are on the right track.
At that time, the clothing market had already been tapped, and the market competition was quite fierce.
This teenager who came out of the village has been in the clothing market for many years and knows this well. In order to expand the enterprise and establish a strong brand image, he deviated, fully combined operation and management, and held the initiative in his hand.
Facts tell us how correct his decision is. At that time, Metersbonwe Bang Wei Bang Wei, with its successful business model and novel fashion style, and heavily hired celebrity endorsements, was all the rage, and its overall performance was ahead of the domestic clothing market.
Subsequently, Zhou outsourced clothing production and sales to.
While saving a lot of production costs, other franchisees and enterprises saw the company's infinite prospects, so a large number of franchisees poured in and branches began to expand. "Win-win" was the most appropriate portrayal of Metersbonwe's business decision in Bang Wei and Bang Wei at that time.
Then Metersbonwe Bang Wei walked all the way to Bang Wei. By 2008, Smith Barney had 22 1 1 stores nationwide. 12 years, Smith Barney ushered in its own highlight moment and became a giant in the clothing industry.
In H & Year, foreign brands found new business opportunities, and best-selling foreign brands such as ZARA, H & ampm and Uniqlo began to attack the China market on a large scale.
Zhou, abdicated, his daughter is about to take office.
In 20 12, the domestic clothing industry was strongly impacted by the retail industry and the internet. Foreign brands found loopholes and began to flood into the China market in an attempt to carve up this "porridge".
Perhaps because he has been in a high position for too long, Metersbonwe Bang Wei and Bang Wei didn't take these outsiders seriously, but he didn't expect that after more than ten years of stability, the regime changed in just a few years.
Metersbonwe, Bang Wei and Bang Wei have not stood the test of the trend. With the change of teenagers' aesthetic standards, the marketing strategy of Metersbonwe Bang Wei Bang Wei has not changed in time, and the product positioning has not kept up with the trend.
Sales began to decline sharply, and the situation of oversupply prompted the "giant" to trim its wings. Because no one cares, a large number of stores in Smith Barney have a backlog of inventory. In order to control the cost of stores, various promotional discounts began to hang high.
16 years, enterprises began to face crisis, and crazy discounts could not be brought back to customers. The past scenery has become a thing of the past, and the e-commerce model reshuffles the clothing industry. Smith Barney was completely kicked out of the game, outdated design, outdated brand and backward marketing model.
America, the overlord of the clothing industry, has fallen to the point where no one cares. Speaking of Smith Barney and its founder, we can't help but sigh its ups and downs.
Brother Zheshang, who started from scratch, has now retired to the second line and said, "Return to my original heart and don't want to toss again." With a wave of his hand, Hu Jiajia, the eldest daughter, was pushed to the position of chairman.
The decline of Smith Barney was expected.
Hu Jiajia, the eldest daughter who just turned 30 in 20 16, took over the battered Metersbonwe Bang Wei Bang Wei Company.
Due to years of losses and low brand value, Metersbonwe Bang Wei Bang Wei began to try to transform, and failed to clean up the accumulated inventory for many years. Smith Barney launched the "Bangbu" platform, divided the brand style, invited popular stars to speak on the platform at a high price, and even developed apps such as "Youfan", hoping to turn the tide.
Unfortunately, although the star platform has brought traffic, the design of the brand itself is old-fashioned, which does not meet the trend of today's teenagers and cannot meet the needs of the group. Even if the star effect brings customers, its products are not fun.
The attempted e-commerce projects are either stillborn or have not improved.
In recent years, the popularity of Chipashok has attracted the attention of Smith Barney. They have been named Chipashok for three years in a row, hoping to bring their own customers with the help of the traffic of this program.
Unfortunately, the brand evaluation was wrong, and Smith Barney didn't notice the nature of the program. As a program focusing on "debate", discussion, elaboration and expression are the characteristics of the program.
It is precisely because of this that the audience watching the program is relatively independent and has their own clear judgment on things. They have no herd mentality, and they have no impulsive consumption desire.
Therefore, the title of Smith Barney, Chipashok, did not arouse a splash even if it was read too much. Finally, Hu Jiajia went offline and returned to his familiar business, and Smith Barney gradually began to turn losses into profits.
In 2020, the slightly improved Smith Barney was returned to its original shape. This used to be a national tide giant, and now its market value has evaporated by 33.8 billion.
At this time, a hot spot appeared in front of people. Hu Jiajia, the current chairman of Smith Barney, was banned by the people's court for defaulting on the store rent. When this news came out, netizens all lamented that the brilliant Smith Barney had fallen to this point.
As Ma Yun said: "Today is cruel, tomorrow will be even more cruel, and most people can't see the beauty of the day after tomorrow." This is the true portrayal of business.
Time won't stay for anyone. It keeps moving forward according to its own ideas. On the way forward, some people are inevitably eliminated because they can't keep up.
Smith Barney has a long way to go to beat ZARA and H & ampM and get back to the top. If you don't want to be eliminated now, you can only keep pace with the times.