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ME&CITY Metersbonwe: New Strategic Adjustment On The Very Road

2010/7/3 10:06:00 64

Planning and process are the foundation of success. Execution and flexibility are the keys to success? Zhou Chengjian.

ME&CITY's flagship store in Huaihailu Road has been reshaped for several months, and the original store pattern has been adjusted.

"In 2009 and the first half of this year, the cost of ME&CITY is too high. The company will make amendments to this year's development strategy. We must postpone our long-term investment, and we can't just ignore tomorrow."

Smith Barney

Zhou Chengjian, director of clothing, in his office in Shanghai, told the securities times writer the plan for the company to adjust its present and future development strategies.

In the past 3 years,

Smith Barney

The pace of clothing can be described as "no ordinary road".

In 2008, the financial crisis swept the world. Under the background of the domestic and international garment industry, A was successfully landed in the A-share market, and 1 billion 400 million development funds were obtained during the severe economic cold winter period.

From 2009 to the first half of this year, the US brand multi brand strategy was officially launched. After the launch of ME&CITY, its performance was lower than market expectations due to expenses and other reasons. Net profit fell 90% in the first quarter of this year.

For the United States not to take the unusual way of clothing, the next way to go? I have in-depth exchanges with Zhou Chengjian.

From a United States to two

Smith Barney

"The past year has been very profound."

Zhou Chengjian told the author that in the process of making a US barrack dress into two American Apparel (including the two brand categories of American and ME&CITY), the overall performance of this year's overall performance can be achieved through the groping and tossing in 2008 and 2009.

In 2008, the day of the American Board landing on the small and medium-sized board, the ME&CITY brand conference was held in Shenzhen.

"I would rather be a turtle in the right direction than a rabbit in a wrong direction."

After more than ten years of entrepreneurship, Zhou Chengjian took the first step in the strategy of double brands.

According to the introduction, ME&CITY has been stripped of the Meters/bonwe brand city series, and has gradually constructed four major product structures: the urban fashion series, the urban leisure series, the business series and the children's wear series.

From a large brand of two product lines to a series of two major brands, the United States of America clothing this step is not easy.

(HC)