In The First Half Of The Year, The US Forecast Was Expanded, But It Still Had The Opportunity To Turn It Around.

In recent years, the competition of clothing and apparel industry is becoming more and more intense. Not only new competitors are pouring into this market, but also old clothing enterprises and foreign fast fashion brands are all weak. Each industry is the same, to a certain stage will usher in a wave of reshuffle, only bear the pressure of enterprises can stand in the market.

In the domestic clothing and apparel industry, Metersbonwe's reputation is at the forefront. The once well-known brand now looks gloomy. Maybe you have bought its clothes, but you can't remember when it no longer appears on your shopping list. Suddenly, Metersbonwe is also worth the flood of the times.

Mei Bang apparel (Metersbonwe) has issued a semi annual performance forecast for 2019. In 2019 1-6, its net profit attributable to shareholders of listed companies was 0 yuan -5000 million yuan, but the announcement was also made in the near future. It is estimated that the net profit attributable to shareholders of Listed Companies in 2019 1-6 is 100 million yuan -1.5 billion yuan. Smith Barney apparel revised forecast loss increased, compared to the first half of last year's profit of about fifty million of the performance, Smith Barney clothing once again disappointed investors.

The main reason for this revision is that the new products were postponed in the spring and summer of 2019, which failed to meet the market demand in time. It is estimated that the actual net profit in the first half of 2019 is lower than that of the previous performance forecast, so the previous profit forecast interval should be corrected. At the same time, the company has already attached great importance to the delivery management of goods, and the relevant problems have been properly resolved to ensure the smooth progress of the company's listing of goods in autumn and winter this year.

Take a look at the performance of -2018 in 2015 and realize net profit of -4.32 billion, 36 million 160 thousand, -3.05 billion and 40 million 360 thousand respectively. It is easy to see that the performance of Smith Barney apparel has been very bumpy in the past few years. It can even be described as a roller coaster, with a lot of losses and a low profit.

Founded in 1995, Metersbonwe has had a glorious history. In that era, there were few branded apparel chains in China, and Metersbonwe's position was very avant-garde, mainly young people. Whether in storefront design or costume design, the young people in that era were amazed. For a while, they were sought after by all of us. Under such a background, Metersbonwe became a household brand in China, and also the most favorite brand after 80 and 90's.

At the best of times, Metersbonwe invited Jay Chou, the most popular pop singer, to endorse the brand. Traffic stars are not the products of the day, and that era has been applied properly. A huge Jay Chou poster hung from the front door of Metersbonwe store. The daily music of the shop was playing the young people's favorite Jay Chou songs, and the fans effect was remarkable. A "Metersbonwe does not take the unusual road", let many young people spend on impulse, so Metersbonwe became one of the most popular clothing brands at that time.

What made the red and half sky Metersbonwe fall to the altar? First of all, its positioning is still young people, but the original group of young people after 80 or 90 is no longer young. Their consumption concept is becoming more and more mature, and Metersbonwe has been unable to meet their needs. To put it simply, the consumers who like Jay Chou have already had children, and Metersbonwe is hard to attract them. The young people who locate young people are not chasing Jay Chou. They are shunted to other new generation of traffic stars, and the brand influence is reduced. In the sales channel, it has always been relying on offline stores, missed the best opportunity to enter the electricity supplier; finally, it is external competition. Over the past 10 years, many foreign fast fashion clothing brands have entered the Chinese market. The trend of design concept, update and iteration speed is faster, and directly cover Metersbonwe on the strength.

So did Metersbonwe have a chance to pass through half the sky?

I think the competition in clothing and apparel industry has entered the second half. Although Metersbonwe has taken the lead, it is still a top business. The market is changing so fast that no one knows where the next wind will go. If Metersbonwe can rediscover its performance growth model and let the new young people accept it, then it will turn the corner.