Meibang apparel pushes state shopping mall to restart "Multimedia" operation

Recently, Metersbonwe Company formally launched its e-commerce platform, State Mall, before the arrival of the new year. As a brand-new e-commerce B2C trading platform, the position of State Barbon for state-buyers is mainly to sell products of the company's brand apparel MB, MC and network own-brand AMPM.

For the future development of Smith Barney, the launch of a new online shopping platform before the New Year's Day in 2011 means that Smith Barney is likely to open up a new business world in the next decade. The responsible person of Smith Barney also stated that the company will use e-commerce as a vertical integration platform for the value chain to explore changes in the sales model of the apparel industry, thereby winning a huge market for the future. Chairman Zhou Chengjian also stated that he will restart the “Ch'in” brand this year. After this brand's annual sales amounted to 50 million yuan, it achieved a break-even balance and suspended its operations before the listing of Smith Barney.

In December 2010, UBM apparel also launched the new brand "AMPM". In addition to the original "Metersbonwe" and "Me&City," the number of brands will reach four. The current level of effectiveness of Meibang Apparel's retail outlets is around 29,000 yuan. Zhou Chengjian said that the multi-brand strategy enabled Smith Barney to provide more abundant products to consumers and help improve the retail performance of Smith Barney. The future level efficiency will reach 5-8 million yuan, narrowing the gap with multinational apparel brands ZARA and H&M.

Nowadays, with the rapid development of e-commerce and the popularization of network terminals, people's clothing consumption habits are gradually changing, and online sales have become a major trend in the apparel industry. In particular, after the success of the apparel e-commerce platform led by Vanke Espin last year, it has greatly stimulated the brand apparel companies that take the traditional offline sales model. As a result, many mainland brands have the impulse to lay out channels.

It is undeniable that in the case where the cost of rental of labor, labor, raw materials, and commercial real estate increases drastically, brand clothing companies can use online shop sales to greatly reduce the cost of opening stores and effectively control production costs. However, traditional channels have not yet been fully established. For a mature brand, simply building a channel expansion model on top of the online channel may not be appropriate.

For most domestic garment companies, expanding the market is still the channel model of traditional regional branch distributors, specialty stores or franchise stores, and shopping mall counters. If the traditional channel has not yet been managed and matured before the industry giants are introduced to launch online shopping platforms, they are rushing to test water e-commerce, I am afraid that the interests of offline distribution will be damaged.

Furthermore, for industry giants like Mebon and Li Ning, there are some irresistible “frustration” backgrounds for launching e-commerce platforms. Taking Li Ning as an example, as early as 2007, Taobao began to sell Li Ning's products on a large scale. The search data provided by Taobao showed that the number of its stores exceeded 30,000. Spontaneous e-commerce channels have emerged. If Li Ning fails to expand new network marketing channels in time, its brand image is bound to suffer. Therefore, Li Ningcai cautiously launched an online shopping platform after the investigation and announced that it will selectively sell its branded products.

At present, the domestic environment for e-commerce has matured, but not all companies are suitable to take this path. Future industry development requires the creation of more innovative circulation modes and channels, but the key to the problem is that the planning and implementation process needs to be done with caution. After all, after the online shopping platform went online, even Smith Barney himself emphasized that the state purchasing platform launched this time still needs to learn from the previous MC brand experience. The company will be more cautious in promoting and strictly controlling costs.