Zhou Chengjian: The Worst Part Of The Clothing Industry Is Over.

Less than p ago, wearing his favorite black shirt and black trousers, Zhou Chengjian, chairman of Limited by Share Ltd of Shanghai Metersbonwe apparel, appeared in Chongqing, claiming to launch the first upgraded version of clothing O2O experience store in Monument for Liberation.

In the face of a series of questions, he accepted an exclusive interview with reporters.

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< p > < strong > facing challenges should be fully Internet Oriented < /strong > /p >

P: < strong > reporter: in 2013, the performance of Chinese clothing market was very low. What was the reason for Metersbonwe's pformation to O2O? < /strong > /p >

< p > < strong > Zhou Chengjian: < /strong > can be said a href= "//www.sjfzxm.com/pioneer/" > clothing industry < /a > the worst time has passed.

The worst time in the clothing market is 2012, not 2013.

But the financial statements in 2013 may be worse than in 2012.

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< p > 2012, everyone is still immersed in the excitement of high growth, and e-commerce is totally overturned.

The industry is lost and overwhelmed.

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< p > I have made a lot of mistakes in the past. I believe that many managers in this industry have made a profound conclusion in the past year and are also looking for a way out.

There are always some enterprises that will stand out to find the most suitable and long-term development of the a href= "//www.sjfzxm.com/pioneer/" mode < /a >.

The image is that today is the Olympic competition mode. If you still use the competition mode of the city games, it will be a dead end.

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P: < strong > reporter: in the past time, Metersbonwe's performance has declined. What do you think of the next two years? < /strong > /p >

< p > < strong > Zhou Chengjian: < /strong > enterprise stage performance decline is not terrible, terrible is not clear direction for the future.

The performance is always lagging behind. If the direction of future development is not clear, tomorrow's performance will probably disappear.

Metersbonwe once suffered too much and made up its mind last year.

There are two things to do now: first, the company must be fully Internet Oriented; and second, we must excavate the limited resources and maximize the value.

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< p > e-commerce will not replace traditional business. The Internet has changed the business mode of information asymmetry. Now we can use cloud computing platform to deal with big data quickly, and enable consumers to find the products they need more accurately.

For this reason, we recalled the information director min Mei, who was involved in the creation of BPN, and then excavated the new a href= "//www.sjfzxm.com/pioneer/", "marketing" /a "Liu Yi" from Procter & Gamble.

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< p > < strong > choose Chongqing, because consumption potential is huge < /strong > < /p >

P: < strong > reporter: what has Metersbonwe done in the pformation of O2O? Why did you choose to land in Chongqing? < /strong > /p >

< p > strong > Zhou Chengjian: < /strong > in the past, the traditional clothing industry has been worried about how to join the franchisee after the Internet has been changed. How to mobilize the enthusiasm of the traditional shops? In order to solve the challenges of online and offline competition, we have made a breakthrough in the management mechanism.

For example, in the past few months, we have tried out new products. As long as the order is placed on Bong, the final destination will be the performance appraisal. If the receiving place is a franchisee, the performance will be divided into 10% to 20% by the franchisee.

If it is straight, it is divided by a direct company.

In this way, we mobilize everyone's enthusiasm and show our online and offline interaction experience.

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< p > clothing O2O experience shop will not become a fitting room of online shop, but a a href= "//www.sjfzxm.com/pioneer/" > carrier /a below online and offline.

The Monument for Liberation, which has a total area of more than 4000 square meters, is the first 2 edition of the upgraded O2O experience shop in the country. Each floor is equipped with a fashion interactive device. As long as the bar code is swept, you can choose the matching scheme from the device and realize the virtual matching.

Not only that, the store shopping guide is equipped with iPad, consumers can purchase iPad cloud payment system, through Alipay or WeChat payment.

If there is a lack of color code, consumers can also send orders to other stores through the Internet.

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< p > choose Chongqing, because the consumption potential is huge here.

Chongqing is a leading fashion city with an area of over 2000 square meters, and Chongqing has more than 4.

There is a greater chance of success in "touching the net" here.

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< p > < strong > there will be 1000 stores in the next 3 years, < /strong > /p >

P: < strong > reporter: the market is worried that the strategic adjustment of Metersbonwe clothing, especially the upgrading of offline channels, will lead to a sharp rise in fees. What do you think of it? < /strong > /p >

< p > < strong > Zhou Chengjian: < /strong > it needs to be explained that the clothing store is renovated and renovated every three years according to the previous "a href=" //www.sjfzxm.com/pioneer/ "operation" /a "cycle.

This time, the fixed cost of clothing experience shop upgrade is lower than that that should have been renovated and renovated.

Our upgrade is based on innovative breakthroughs in design concept, like Chongqing store only spent about 3000000 this time.

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< p > according to the plan, Future Ltd will increase the O2O layout in the two or three tier cities. Only in Chongqing, Sichuan, Xinjiang and other places, there will be 30 to 50 similar O2O experience shops this year.

At the same time, Metersbonwe's 5000 stores nationwide will not expand significantly, and the total volume may even fall.

However, the business area of the monomer will increase significantly, and this experience store will cover 1000 in the next 3 years.

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