Meibang Garments Launched O2O Strategy, Drawing On Uniqlo Model

As a native place clothing One of the largest companies in the industry, Meibang Clothes & Accessories The performance trend of, to a certain extent, reflects the recovery of the industry.

Meibang Clothing released its third quarterly report performance: "During the reporting period, the company achieved an operating revenue of 5.716 billion yuan, a year-on-year decrease of 20%, while in terms of net profit, it recorded 382 million yuan, a year-on-year decrease of about 49.12%."

It has been more than three years since the inventory crisis and store closure crisis in the domestic clothing industry occurred, while the large-scale clothing enterprises led by Meibang Apparel seem to be gradually coming out of the crisis hit areas, and the frequency of local store opening has slightly changed compared with the previous period.

Just in the past month, the Japanese brand Uniqlo reopened its global flagship store in Shanghai, the Spanish fast fashion giant ZARA also chose to re launch a large store on Nanjing West Road in Shanghai, and the Japanese retailer Takashimaya and the French department store Lafayette and other foreign department stores announced plans to revitalize the Chinese market at this time. All the above are interpreted as clothes shoes The big consumer industry where the industry is located has recovered.

Although the top management of Meibang has not explained the final direction of the transformation, many insiders have pointed out that today's Meibang Clothing is becoming more and more like Uniqlo, a Japanese competitor. "The same affordable pricing system and the demand to emphasize the product's scientific and technological functions are causing more attention to the transformation of Meibang Garments. The scientific and technological velvet products promoted by Meibang today are directly separating consumers from Uniqlo."

Zhou Chengjian once said privately that at present Uniqlo only sells well in the Chinese and Japanese markets, and it is not outstanding in overseas markets. For the Chinese market, Meibang Apparel obviously knows more about it. And in the overseas market, the company will certainly get involved in the future.

Starting from the National Day holiday, Meibang Clothing has launched six new concept experience stores in Hangzhou and other places in a row within 30 days. Zhou Chengjian, the chairman of Meibang Clothing, has made a high-profile goal of "launching more than 100 experience stores nationwide in the next year, and landing in top overseas markets such as New York and Paris in the future". It has become very obvious to challenge Uniqlo.

However, Meibang Clothing said frankly: "The above achievements of innovation and transformation will gradually appear in the future, so it is estimated that the performance of 2013 will still decline to some extent."

It is worth noting that the Third Quarterly Report was accompanied by the Announcement of Connected Transactions of Shanghai Meters Bangwei Clothing Co., Ltd. on the Free Transfer of Banggou Domain Names. The announcement said that Shanghai Huafu Investment Co., Ltd., the controlling shareholder, planned to transfer Banggou domain name to the company for free, and its wholly-owned subsidiary Shanghai Aishang Banggou Information Technology Co., Ltd. would no longer operate e-commerce business related to the company, and the company would organize its own brand sales business on the Internet e-commerce platform.

This directly means that Meibang Clothing will take back its e-commerce platform, which has been cultivated in vitro for two years, to the listed company. The reporter learned from the company that Meibang Garments has actually planned to launch an e-commerce interactive experience floor in the flagship store on Yan'an Road, Hangzhou this month.

Meibang Clothing chose to launch O2O strategy at this time, which was also pointed out to have a lot to do with learning from Uniqlo model. In Japan, Taiwan and other markets, Uniqlo has implemented several rounds of effective O2O promotion activities, and the O2O strategy in the Chinese mainland market has also been promoted for some time. Not only that, brands including Belle Shoes and Jeanswest have also joined in the wave of O2O.