-Zhou
Zhou, 1965 was born in a rural family in Zhejiang, and the idea first came into being when he was an apprentice in a tailor's shop. Unexpectedly, relying on this idea, he founded Metersbonwe Bang Wei, which once had a market value of nearly 38.9 billion, but after its glory, it was a low point of evaporation of 34 billion in 10. Now, Metersbonwe Bang Wei Bang Wei has given it to his daughter.
Maybe it's a huge brand brought by rural life. In the bones of young Zhou, inferiority and pride coexist. Because of his identity, he felt that he was born a dwarf, even if he was admitted to the county middle school with the first score in mathematics. Because of this inferiority complex, when he was bullied by others and poked his back with a ballpoint pen for two or three years, he chose patience and silence; Because of this identity, he wants to prove that he is the best, and he has a sense of pride. It is this contradiction that makes him never give up once he has determined one thing. "Even if he encounters great difficulties, he must overcome them."
The crossroads of fate first appeared when I graduated in the middle of the week. His father wants him to go back to the countryside and inherit the commissary. However, in Zhou's mind, returning to the countryside is not the best choice, so he chose to be an apprentice in a tailor's shop in the city. Here, he discovered his talent as a tailor: it took only a few days for others to learn the skills of clothing. It was here that he began to want to be a tailor all his life.
1982 17-year-old Zhou opened a clothing button factory in his hometown. By chance, he received a big order worth 300,000 yuan. So, the overjoyed Zhouxiang Bank made a loan to organize the tailor to work overtime, but no one expected that after the delivery, the other party refused on the grounds that the fabric was unqualified. In this way, the newly established company didn't go bankrupt, and Zhou was burdened with more than 300,000 debts, and with only a little money, Zhou chose to go to Wenzhou to continue his clothing business.
With its exquisite craftsmanship and good reputation, Zhou is gradually recognized by the market. 1993, Metersbonwe Bang Wei Garment Factory was established in this week. The purpose of this name is very simple, that is, in order not to have a "rural flavor", the brand it produces is called "Bang Wei", hoping to enhance the national prestige through clothing. In the case of hopeless trademark registration of Metersbonwe Bang Wei, Zhou decided to name it Metersbonwe Bang Wei, which specializes in clothing wholesale. 1994, based on the idea of testing the water retail business, Zhou decided to clearly disclose the cost price when opening. This move not only made the shops crowded on the opening day, but also made many media scramble to report that Metersbonwe Bang Wei Bang Wei became famous in one fell swoop.
1995, the first Metersbonwe store in Bang Wei opened, and the whole street was covered with advertisements of Metersbonwe Bang Wei Bang Wei. In order to let consumers experience the best service, Zhou decided to let consumers choose their own waiters-consumers can choose their own satisfactory waiters from 30 candidates and buy them at a price of 30%. At that time, Meters Bang Wei Bang Wei became famous.
As more and more people want to join Metersbonwe Bang Wei, Zhou, who is short of funds, came up with two brilliant ideas: one is virtualization management, that is, outsourcing production and sales, and concentrating on market expansion; The other is to adopt the parallel mode of direct operation and franchise, transfer franchise by contract, and charge different franchise fees according to different market sizes.
In this way, in a short period of five years, Metersbonwe Bang Wei Bang Wei has more than 600 specialty stores, and its sales have increased from $5 million in 1995 to $5 100 million. By 2003, its sales reached 2 billion yuan!
In 2003, Zhou came to a crossroads again. How to make Metersbonwe, Bang Wei and Bang Wei known to more people? Reminiscent of the routine of opening the first store at that time, he chose to put an advertisement on TV, slogan "Don't take the ordinary road", and invited Jay Chou to speak for him. With the rapid rise of Jay Chou's influence, Metersbonwe, Bang Wei and Bang Wei have achieved rapid growth again, and are widely known throughout the country.
As a pioneer of domestic content marketing, Metersbonwe Bang Wei Bang Wei, who has tasted the sweetness, continues to exert its strength. In 2007, Metersbonwe Bang Wei Bang Wei was named as the popular draft variety "Come on, My Hero", and in 2009, it was implanted into the Hollywood blockbuster "Transformers", creating a store that sold two pieces a minute and sold 1.8 million pieces.
In 2008, Metersbonwe Bang Wei was listed in Bang Wei. In 2009, the market value of Metersbonwe Bang Wei in Bang Wei reached 38.9 billion yuan, and the sales performance of 20 1 1 year reached nearly 10 billion yuan. The number of stores opened in 20 12 reached 5220. Zhou also successfully achieved his goal of becoming a world-famous tailor.
Maybe Metersbonwe, Bang Wei and Bang Wei's success aura is too strong. It was not until 20 15 lost 432 million yuan for the first time that everyone realized that Metersbonwe Bang Wei Bang Wei never lacked competitors.
In a H&, Zara and H&, international fast fashion brands represented by Uniqlo H& have entered the market one after another. Taking 20 10 as an example, the expansion speed of ZARA is higher than 70%, and H &；; M keeps growing at the rate of opening one store every four days, and Uniqlo has occupied the huge fast fashion market with cheap price and comfortable design.
On the other hand, it is the rapid development of "Taobao brand" and "designer brand" represented by Taobao. They pay attention to unique design and think that "we will provide what customers need" to meet the individual needs of young consumers.
Under the external invasion, there are still many internal worries that have been ignored before.
On the one hand, the design concept can't keep up with the trend, and it has been labeled as "earth" by the market;
On the other hand, the design timeliness varies greatly. Take ZARA as an example. From design to production, ZARA needs 12 days, while Metersbonwe Bang Wei Bang Wei needs 70 days, which is more than five times that of ZARA. In addition, there is high inventory brought by virtual operation and joining: in 20 12 years, the inventory of Metersbonwe Bang Wei Bang Wei reached 2.5 billion yuan, and most of the inventory was out-of-season products; There are also online stores, direct stores and franchise stores, and the price confusion caused by the inability to unify cooperation: the price of the same product varies greatly in different stores. .......
Under the internal and external troubles, many countermeasures have been taken, but all of them have little effect.
The first is the discount. However, with the increase of discount frequency, Metersbonwe Bang Wei Bang Wei has gradually printed the label of "cheap goods" in consumers' minds, and the brand has been greatly affected. Such labels make more and more consumers choose to leave Metersbonwe, Bang Wei and Bang Wei, which makes the inventory rise instead of falling, forming a vicious circle.
The second is to close the store. From 20 13 to 20 16, the number of stores decreased from more than 5,200 to more than 3,900, and decreased by more than 1300 in four years. After 20 17, the number of stores is no longer mentioned in its annual report. By 2020, it is estimated that the number of closed stores will be more than 800.
There is also a sales company. In order to avoid being labeled as ST by the exchange, in 20 16, the company sold its subsidiary Shanghai Huabang Kechuang Information Technology Co., Ltd. 100% and Shanghai Metersbonwe Bang Wei Bang Wei Enterprise Development Co., Ltd. 100%.
In addition to simple and rude discounts, selling companies and closing stores, Zhou and his successors also tried other ways to reverse the decline in company revenue. For example, 20 10, they tried to establish a national procurement network, but it was difficult to meet the market demand because of resource allocation and logistics distribution. For example, 20 15, where the APP was established, it was named in Qiba for three consecutive years. The slogan "money is not as good as everyman" became popular, but it did not drive the sales performance of Metersbonwe Bang Wei Bang Wei; For example, the establishment of multi-brand strategy: the establishment of NEWear, HYSTYL, n?vac chic, MTEE, ASELF and other brands, but with little effect.
By June 2020 165438+ 10, the market value of Metersbonwe Bang Wei Bang Wei will be about 4.849 billion yuan, which is 34 billion yuan less than the peak of 38.9 billion yuan in 2009, which has to be sighed.
The rise of Metersbonwe Bang Wei depends on Zhou's love for tailors, his enterprising spirit of getting rid of rural identity, his unique understanding of business model and his precise grasp of marketing. From publicly indicating costs to placing advertisements and choosing spokespersons, we can see that he has accurately stepped on the times: in that era when material and information were not so rich,
The decline of Metersbonwe Bang Wei certainly has many problems of its own, but in my opinion, the bigger problem is that Zhou gradually forgot his original intention-to be a tailor all his life. From the response of Metersbonwe Bang Wei Bang Wei, it can be seen that he and his successor have thought of many ways, but more emphasis is placed on the adjustment of marketing methods, whether it's making websites or apps, or building new brands. But to be a tailor of life, shouldn't we design clothes in a down-to-earth way and try our best to design clothes that consumers like? Shouldn't we try to shorten the design time limit and make consumers like it through accurate data control and analysis, just like its target ZARA?
When he first arrived in Wenzhou, what made him stand firm? He didn't rely on those unique publicity methods, but on his exquisite cutting technology and market recognition of his clothes.
Think about the fact that I once said that I would be a tailor all my life, and look at today's Metersbonwe, Bang Wei and Bang Wei. I don't know what Zhou's heart feels like. ......