Shanghai Metersbonwe: Earn "fast" money against the expansion of the city

The financial crisis obviously could not stop the flow of Shanghai Metersbonwe Fashion Co., Ltd.: After the 184 million won of the Nanchang and Dandong stores, it also unleashed a recruitment plan for 5,000 employees.

“The boom in commercial real estate is an opportunity for Meibang Apparel to seize the opportunity to invest in the channel and believes that the resulting value will be significant,” said Zhou Chengjian, general manager of Meibang Apparel.

In fact, in addition to the need to continue to "scrab for cities and towns," the type of expansion, in the fast-moving is the king of the fast-discomfort garment industry, how to innovate in the market in the shortest time, to meet the needs of consumers, "new and old," the US state apparel It is also crucial.

The "shelf" of a sweater

The two brands under Meibang Fashion, Metersbonwe and ME&CITY are all on the fashion line, which requires the company to respond quickly at all stages.

Then, taking the example of a knitwear with a priced price of 399 yuan, from designing the factory to being put on the shelves, what happened to Mebon clothing? How can we ensure that the clothes will not be outdated when they are placed on the shelves? Nanyang District, Nanqiao District, Meibang clothing office area, "Investor" reporter learned that a sweater before leaving the factory, mainly through five major links.

From the outset, Smith Barney will make business plans for the market and determine the highlights and priorities for the next season. After that, it entered the high value-added stage of the textile and garment industry - the design process.

"We have a total of 133 designers from home and abroad to design clothes for consumers. The design team has maintained good stability from its inception until now, and now has the ability to design more than 3,000 types of casual apparel products each year. "Melbourne apparel said.

Drawing on the international leader in the fast apparel industry, ZARA and H&M, the garment production process of MB is outsourced. The data shows that currently the company's suppliers are mainly concentrated in Jiangsu, Zhejiang and Shanghai and Guangdong Province. As of March 31, 2008, the company had 96 registered fabric suppliers, 84 accessories suppliers, and 310 garment manufacturers.

After a few weeks of high-intensity start-ups, the knitwear's ready-to-wear garments have been completed and shipped and shipped to local outlets and franchised stores. According to the latest statistics, there are a total of 2641 stores in Meibang Garments, of which 382 are direct sales stores and 2259 are franchised stores.

At this point, this knit sweater has been "bumped all the way" and it can be sold to consumers.

However, we must not think that the business activities of Meibang Fashion have come to an end. In fact, the sales situation of this garment will be sent back to the research department of Smith Barney through the ERP system, and the feedback information can be detailed to the weather conditions of the store that day and the specific number of pieces of the garment sold.

Subsequently, the research department quickly feedbacks the knitwear's specific market sales to the designers. Designers will clearly understand whether this suit is sought after by the market and what kind of clothes are really enjoyed by consumers. Designers will prepare for the next dress design.

According to statistics, since its establishment in 1995, the order response speed of Meibang Fashion has shortened from 7 to 15 days to 2 to 3 minutes. However, compared with the leading international fast apparel industry leaders, the gap still exists.

It is understood that ZARA can be shipped in as short as 12 days, and the speed of product updates is very fast. In 3 weeks, all the products in the store can be eliminated. From distant Spain to China, ZARA maintains a record of 15 days from design to sales. Currently, it takes about 70 days for Meibang apparel inventory turnover days.

"Compared with foreign brands, the prices of our products are more competitive and are accepted by domestic consumers. At the same time, we are also more aware of the Chinese market."

Seize the opportunity to converse the expansion

With more and more "fast", Meibang clothing has not forgotten to grow bigger and bigger. The new recruitment plan is accompanied by a full expansion of Smith Barney's clothing.

Li Jingxia, head of the human resources department of Meibang Clothing, said in an interview with a reporter from Investor News: “The 5,000 people are the total number of people we will recruit in this year. Our job fair will be Metersbonwe and ME&CITY shops. The main sales staff account for more than 90% of the total recruitment. The main recruitment will be completed in the first to second quarters. According to Li Jingxia, the number of recruitment is mainly based on Metersbonwe and ME&CITY brands. The 2009 marketing plan will vary. In 2009, Mebon apparel will open direct flagship stores in 20 to 50 large markets. Of course, on the other hand, it is due to the fact that all retail terminal personnel have great mobility.

"Fortunately, our company raised funds before the financial crisis broke out." Li Jingxia said.

In addition to spending 184 million yuan for the purchase of two commercial properties in Nanchang and Dandong, Liaoning, Meibang Apparel will also raise 85% of its 1.3 billion yuan in funds for the purchase and leasing of sales terminals.

Create a new brand

Many people know that in 2008, Mebon apparel launched the "ME&CITY brand" for the mid-to-high end market. However, few people know that as early as 2002, Meibang Fashion launched a medium and high-end brand called CH'IN. The product positioning style is somewhat similar to that of ME&CITY. After the product launch, it is in Meters. Bonwe flagship store and some shopping malls "test water". Two years later, CH'IN lost millions. In order to focus on Metersbonwe, Meibang Garments only suspended the operation of the CH'IN brand.

"CH'IN is our test of the high-end garment market. From the market positioning, product planning, marketing promotion and terminal construction, all aspects seem to be inadequate." Zhou Chengjian said, "But the most critical issue of CH'IN is that The timing of the launch was wrong, and the timing included Metersbonwe’s own lack of experience with high-end garment brands. At the time, Metersbonwe was not strong enough to operate two brands, but the market accepted unfamiliar high-end brands. "Insufficient." So, after just four years, is the market for ME & CITY, a new brand, formed?

"I think this is the time. Many overseas large and medium-sized leisure brands have entered China to a certain extent, which has changed people's outlook on consumption. But compared to Metersbonwe, they must still lack understanding and research on the Chinese market, or say There is a lack of development strategies for the Chinese market, and domestic brands are not strong enough. There is a gap in demand. In my opinion, this is the right time for ME&CITY to launch. "In fact, for so many years, MTS Bonwe’s brand image has been deeply rooted in people’s hearts. Then, how will ME&City stand out from the inherent impression of Metersbonwe to the public and build a brand new brand?

“The positioning of Metersbonwe and ME&CITY is different, Metersbonwe is mainly targeted at the student population of 16 to 25 years old, and ME&CITY is positioned at the white-collar population of 22 to 35 years old. There is a big difference in brand positioning between the two. "Melbourne apparel said. It is understood that so far, the stores of Metersbonwe and ME&CITY have become independent and there is no cross-operation.