In The First Quarter, The United States Has A Net Profit Of Nearly 55 Million, Pushing The Brand Younger And Fashion To Achieve Counterattack.

Local casual wear giant Metersbonwe clothing Limited by Share Ltd (hereinafter referred to as "Mei Bang dress") has finally come back to a long time. Today (March 30th) afternoon, Smith Barney clothing released the first quarter results announcement in 2018. The company expects net profit of 1-3 yuan in 2018 to 45 million yuan to 55 million yuan, compared with 28 million 935 thousand yuan in the same period last year, an increase of 55.52% to 90.08% over the same period last year.

Mei Bang clothing said that the above prediction is based on the following reasons: during the reporting period, the company's overall business income grew year-on-year, and the company's brand upgrading and channel pformation initially achieved results. In 2018 1-3, the net profit attributable to shareholders of listed companies increased year on year.

First textile network reporter learned from the United States and costumes, the company is still in a critical period of pformation, the company's brand in the market, products, channels, retail experience and other core competitiveness has not yet been fully demonstrated in the market side.

Part of the channel's aging market has been speeding up pformation and adjustment, and new channels such as joining the market, new shopping centers and other new channels have been gradually arranged in the direct channel.

As early as July 18, 2017, the United States announced that its Metersbonwe brand will be upgraded from a single leisure style to the five independent styles of the same brand in the future.

Zhou Chengjian, founder of Metersbonwe, says that through a series of innovations, there is still an opportunity for the brand to overtake UNIQLO.

Having gone through the impulse, confusion and dislocation in the process of Internet pformation, the company will return to the essence of the clothing brand, and take the international excellent clothing brand as the benchmarking, and make a good brand operator.

According to the introduction, these five styles of Metersbonwe cover different routes such as leisure, trend, street, minimalism, Sen and so on.

Zhou Chengjian expressed the hope that five different styles would be used to give different preferences to consumers with more diversified choices, and to contact consumers with various channels such as collection shops, style shops and so on, so as to inject new vitality and motivation into Metersbonwe brand.

This work has been tried since the beginning of last year. So far, hundreds of stores and style shops have been opened in many cities across the country.

Marco, an analyst at Minsheng securities, believes that the rapid development of the economy and the improvement of residents' income level have promoted the upgrading of consumption. More and more consumers are more inclined to choose a high quality lifestyle. The demand for clothing has gradually upgraded from basic functional needs to quality, individuation, and enjoyment needs, and has more integrated brand consumption, cultural consumption and fashion consumption.

Along with 80, 00 and later, it has become a new main force of consumption.

These young groups are pursuing fashion and unique style. Their consumption concept is more advanced, and the acceptance of new things is faster and personalized. The brand has become one of the new consumption trends of this kind of young consumers.

In Ma Ke's view, fast fashion brand has the following characteristics: fast fashion, fast style update, rich variety and moderate price. It can satisfy young consumers' pursuit of fashion, personalization and differentiation to a large extent, and conform to the trend of consumption upgrading.

At present, the domestic consumers' vision is becoming more and more internationalized, and more and more overseas are fast.

The brand is also gradually entering the Chinese market, providing more choices for consumers.

At the same time, many domestic and foreign fast fashion brands are also actively grasping the broad line of the three or four line cities.

In space, the propulsion channel sinks from one tier city to the three or four tier city.

At present, the mainstream consumers of fast fashion brands are younger and have a higher degree of dependence on the Internet. The vigorous development of social media has provided an effective way of publicity and marketing for the brand side.

Through micro-blog, WeChat public address and other platforms, the brand side can timely release and update information on new products, store activities, promotions and other information on the products, mobilize consumers to participate in interaction, and bring more traffic to online and offline stores.

On the other hand, big data, cloud computing and other scientific and technological means are expected to help clothing brands achieve precise marketing, so as to meet the increasingly escalating demand of consumers and bring more quality shopping experience to customers.

The industry has previously said that the United States led by Zhou Chengjian.

The layout of shopping center channels also shows that the value of offline stores will be reexamined. The number of brands with a large number of lines and quality will become the first practitioners of new clothing retail.

Yu Xuhui, a researcher at Changjiang Securities, said that the survival pressure of local mass brands has increased sharply since the 2011 inventory crisis.

First, with the rapid introduction of international fast fashion brands, the product power of local mass brands has been questioned. The two is the rapid development of online brands by the Amoy brands, the brunt of the popular brands under the traditional line; and three, the early extensive growth mode, where local brand refinement management is not enough.

In recent years, under the premise of obvious improvement of the external living environment, the popular brands have refined their internal skills to the standard international brands. We believe that the local mass clothing brands are in the best development era.

McKinsey said in its 2018 year old Chinese consumer survey, that in recent years, Chinese consumers have more detailed knowledge of global brands and local brands. Unlike previous interest in foreign brands, domestic consumers' recognition of local brands is improving.

With the improvement of the rationalization of consumer preferences, local consumers put forward higher requirements for self demand, product cost performance and after-sale service.

Yu Xuhui analysis, accompanied by the gradual slowdown in the growth of electricity providers, e-commerce channels and offline entities began to integrate channels, the value of physical channels once again appeared.

On the one hand, shopping centers such as eating, drinking, playing and so on are gradually emerging to meet the diversified consumption needs of consumers. On the other hand, new retail technologies, which empower the offline channels, are optimizing the drainage capacity of traditional channels such as general merchandise stores.

Strong experience shopping centers have diverged traditional street stores in recent years, and domestic brands with street stores have been significantly affected.

In the early years, it was difficult to enter the emerging channels such as shopping centers and other factors, such as low Ping efficiency, brand image and channel positioning.

But along with the sink of shopping center and the upgrading of local brand products and shops, new channels began to strive for the entry of cost-effective local brands, and the proportion of local brand shopping centers was rapidly increasing.

According to Xu Hui's view, under the background of the slowdown of the electricity supplier's bonus, the operation cost of the pure online brand is rising, and its inferior disadvantage is becoming more and more obvious. The offline brands with their own traffic are more likely to get low cost traffic, and help the brand break through by the more obvious Matthew effect on the Internet.