The audience, friends, everybody,
Welcome to this issue of "Thirteen aunts":
- topic of the current period -
Once brilliant Smith barney,
How do you step flop into this now?
The headmaster asked: "why not go over the wall every door"? Answer "Metersbonwe, do not take the unusual way of College students-
The baby will play soy sauce.
For Metersbonwe, mirror by his amazing to chu-
It has become an old joke of the times.
Today's Metersbonwe, like a family gathering to integrate into the group of young, but a thankless task of the elders.
TA positive, follow pick you talk your preferences and don't care for your money. Can be described as very sincere, but you can not go into the heart.
Of course you wouldn't reject it.
But. You. Meeting。 2. Embarrassed ah.
Yes.
The Smith Barney N second strengthened my belief
America once again confirmed his belief
You
July 18, 2017.
Metersbonwe 2017 brand promotion conference, founder Zhou Chengjian reaffirmed Smith Barney's faith:
Wake up yourself, return to the main business, dare to play, return to the essence of clothing brand, do a good brand managers.
"Wake up", "return", "courage", young people have not listen to this set.
They will not even Amy Ma Dong, yellow cavity can open the knowledge that an old not serious;
Will love the logic of thinking of Luo Zhenyu, saying, every word of their own thought that a;
Even love hammer Luo Yonghao, upright with a sharp, sharp with humor that set;
No worse, like Chen ou, there is a beautiful face, is also love.
And speak frequently use "wake up", "regression" these words, more like the platform of entrepreneurs interested in speech.
A Metersbonwe Zhou Chengjian, is the entrepreneur.
From farmers to learn, as a tailor, Mason opened a clothing processing, the creation of Metersbonwe clothing, become the richest man.
Zhou Chengjian is only 44.
Conform to the times made Metersbonwe, become the era made out of the hero.
You
Born in 90s, Smith Barney of popular culture
It was a fashion enlightenment for teenagers
Metersbonwe is often printed on the clothes on the "since 1995", meaning the birth of his time.
In 90s, a large influx of popular culture abroad, leisure apparel become the trend.
But the Chinese clothing industry at that time:
The department store and the wholesale market are the mainstream, and there is a lack of independent brands.
So the birth of this period of local casual clothing brand, Semir, YISHION... And almost fit when consumers as Smith Barney, and the pursuit of popular brand goods, all the rapid development.
While Barney in 2000, have foresight please The Flowers endorsement.
Although The Flowers did not fire, but can see Smith Barney's position is very clear, that is aimed at this group of people pay for popular culture;
2001 to 2003.
Smith Barney to expand the market, heavily invited Aaron Kwok endorsement, opened the visibility.
2003.
Grabbed Jay Chou endorsement.
No, it is the Asian heartthrob and his Asian fans, directly onto the pinnacle of Smith barney.
After, there are intermittent Angela Chang, Willber Pan, Lin Chiling these popular idols, but still the main Jay Chou.
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From Smith Barney as a fashionable teenage enlightenment, put on the heart after power no less today Nike adidas.
Because at that time, it can be aimed at their own crowd, accurate find spokesmen, their influence into brand awareness and sales.
And can continue to force:
In CCTV advertising, recruit franchisees, from the second tier cities expansion, the momentum is swift and violent, temporarily become the king of domestic clothing, unlimited scenery.
By Smith Barney
Zhou Chengjian has become a hero of the times
Born in the countryside, to the county school, despised bullying experience, until after being interviewed, he can appear painful expression the city kids with a ballpoint pen head into his back.
Because the inferiority of peasant status,
"But I have a natural and proud character in my character, and the more I feel inferior, the more I want to prove that I'm good."".
Whether it is early garment factory, or start a brand "beautiful" (the predecessor of Metersbonwe) the western style name, he is to get rid of the farmer destiny, to prove their actions are better than others.
Love, love the number 8 collection of Qing Dynasty robes.
At the peak of the Metersbonwe, chose August 28, 2008, listed in Shenzhen.
"When the ride starts with 8 Mercedes Benz car arrived at the scene of the new richest man in the garment industry, demure smile, to the audience of 360 wave in the face of the flash he blurted out: as one falls, another rises," there are so many shots, I knew a nice dress. "
Also here, Zhou Chengjian openly put the international fast fashion brand ZARA as the goal of catching up in the future!
But as early as 2006, ZARA and H M were all about china.
2008 Olympic Games open the door, international fast fashion more like a duck to water.
Although Zhou Chengjian is not very confident of Smith Barney fast fashion replaced, and give them enough to understand the local market reason.
He was in August 28 on this day, a high-profile launch of ME CITY, and take the international high-end line, style simple, fine fabrics, in favor of senior high price to a higher level, and signed as red "escape" starring Wentworth Miller do endorsements.
In the following seasons, the Elven Prince Orlanndo Bloom was used:
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IT Girl's southern Chung as endorsement:
And even before the French Vogue editor Karin Luofeide daughter to launch the "It Girl" series.
Whether it is true by the international impact of fast fashion, or to hold its ground in the international fast fashion invasion.
The idea of "ME CITY" could be brought into the market in less than 1 years.
I can see that Zhou Chengjian is ambitious and active.
He may have the heart, a clothing brand brewing period, at least three times the birth time, in order to ensure the controllability of the product.
But ME CITY flagship store is still open, and the style went to Miller to support the scene, Zhou Chengjian is very beautiful.
One year after listing.
It's "2009"
ME CITY revenue is only 350 million yuan, is the same year sales of 7.29% M.
Not only 2 billion miles from Zhou Chengjian's goal.
Please international pop star endorsement, large area promotion, coupled with a large number of store shop, ME CITY has been in a state of loss, with the help of Smith Barney's financial support to recover.
So ME CITY begins to die.
And Zhou Chengjian personally, in 09, 10 years, two times on the mainland China's richest man in clothing.
Three years after listing.
In 2011
ME CITY the brand, has become Zhou Chengjian to remind you not required to fast for large, make adventurism wrong case.
He not only admitted in front of shareholders, admits their adventurism in front of the media failure.
Zhou Chengjian is ambitious and aggressive, but eager for quick success and instant benefit.
"Past success has made it difficult for him to accept his subordinates' opinions. "
As an entrepreneur, Zhou Chengjian has a keen sense of the market, but he is impatient. "
This is before the evaluation of his american.
Smith Barney began to stroke.
Look back two years after listing.
This is "2010"
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2010, the Internet are more developed, VANCL such as a large number of fast fashion electricity supplier.
As in the past do pioneer Zhou Chengjian, Smith Barney Command transformation, state purchasing network on-line business platform.
In the physical store scan code consumption, and set up online shopping and offline exchange and many other functions. Now it seems so much function, called a pioneer in 7 years ago.
However!
Because the operation and execution of the network can not keep up with the strategy. And where the momentum too fast, resulting in about 60000000 yuan investment dashuipiao.
The state purchase network ended in 2011.
Also this year, Smith Barney is still seemingly very influential, local casual clothing montana. But in fact, I have pushed myself down the hill.
For Smith Barney died.
Four years after listing.
In 2012
2012, Zhou Chengjian Smith because of pressure on the stock, its subordinate "three eggs a" bastard, that bastard, bullsh as well as on the news.
"If he thinks you're wrong, no matter what the occasion is, he'll swear directly.". "It's Zhou Chengjian's consistent style, too.".
Smith Barney stroke.
Five years after listing.
In 2013
2013, the U.S. "time" magazine website reported that Smith barney:
Zhou Chengjian plans to move to the world and promises to open stores in New York, Tokyo and London over the next three years.
The goal is to ensure that Metersbonwe in the world of "mass market brands occupy the leading position".
This year, Zhou Chengjian recalled the resignation of the State purchasing network chief information officer Min Jie, continue pioneer model, do normalization O2O platform.
Less than a year, min Jie left again.
Because he believes that this platform is used to do data analysis to provide decision-making services, but Zhou Chengjian hopes to be able to force sales.
Love a big battle and investing, rapid growth, but also the style of Zhou Chengjian.
And this platform is no exception, after two years of operation, over.
Smith Barney stroke.
It can be said that the entire performance of consecutive losses 2012-2014, Smith barney. There has been no sound in the market.
During the same period, vice president Cheng Weixiong, min Jie, and even other vice presidents, who followed Zhou Chengjian in the world, were leaving. Most of the reason is communication with Zhou Chengjian.
It's been on sale for seven years at last.
In 2015.
2015, the Internet variety show "wonderful flowers" said the fire.
In fact, as early as before the launch, pioneer Smith Barney, spent fifty million won the program title, which accounted for fifty million of the annual marketing budget of 1/3 Smith barney.
And it did work. Such as:
The brand's popularity is on the rise.
For the "wonderful" Barney "grandiose" wind flower design fashion sales over twenty million.
Continued in the second, third quarter of the "fan" APP, Zhou Chengjian's son Zhou Bangwei led the platform is also well known.
However!
The annual investment in huge APP, selling the most is Adidas, Nike these external brands. For their brands imported less traffic to poor.
Together with Zhou Chengjian to conquer the world, but in 2012 the outgoing vice president Cheng Weixiong decided early in the wonderful title of Smith Barney said, had a premonition that Smith Barney. Because it wants to find wonderful things, but with the most traditional soil, the most traditional way to throw video advertising.
And look at "wonderful said" audience, sensible, calm, something with a little chicken thief. Anyway, I have my own set of values.
How will a little because of the generous sponsorship brand turned from ZARA, UNIQLO or their own brand loyal to the brand as the solid County Barney?
This year, the spokesperson added Li Yifeng Smith, and Jay Chou was known as male age double endorsement.
This year, Smith Barney is the most dismal year.
Smith Barney again died.
Listed for eight years.
In 2016.
2016, Zhou Chengjian retired, daughter Hu Jiajia pick up.
This year, Zhou Chengjian once lost contact, reportedly involved in the financial case. Hu Jiajia, however, is only 30 years old, with an international education, but has no experience. He has not been trained as an heir.
This year, the image of publicity is still Jay Chou.
Hu Jia stood in front of the stage, Zhou Chengjian may be behind the line?
In order to Metersbonwe as the representative of the private enterprises
The boss himself decides the future of the enterprise
Metersbonwe is Zhou Chengjian himself.
Please have a popular star endorsement, let Niu Gensheng and Shi Yuzhu stand over Taiwan, made APP, built O2O platform, sponsored the popular program;
Everything was a story that was reported.
Compared to basic business considerations, insiders think Zhou Chengjian cares more about whether the project will be good enough to win face.
So every time Barney appeared in the air, not a fly.
Whether the boss Zhou Chengjian accept, Smith Barney have been the end of prosperity.
Since the 08 years listed the pinnacle of brilliant, changes in the market, people in their own personnel, Smith Barney has changed, and Smith Barney, seemingly in catering to the market innovation, has introduced a variety of product lines, no one actually not to repeat the success of the old Smith Barney, trying to create brilliant.
Has now been marginalized, faded out of the core business district. Only in the three line cities, urban and rural fringe area activities.
Zhou Chengjian can turn to money, pull resources, execute, and change with the environment.
However, these "good cards" are all concentrated on the external marketing routines, but they are rarely invested in the core competitiveness of local brands - product design and quality.
To this day:
2017 of the recent, still engaged in the old style marketing, out of the five series, to find popular flowers and small meat endorsement:
NEWear Guan Xiaotong * MTEE * HYSTYL *, Ren Jialun, had Shunxi, N only vachic * ASELF * Song Weilong, Chu Xi bell.
Although last year announced the resignation, but this year's conference, Zhou Chengjian is still at the center.
Fast fashion and Internet providers together to squeeze traditional brands today, Semir, YISHION have long abandoned the struggle.
Always have ideas, while Barney, has been around, but it looked sad and embarrassed, sad is thump posture is very hard, but the result is really embarrassing.
In the family enterprises this DNA distinct, both Zhou Chengjian Hu Jiajia and Zhou Bangwei, or descendants of horse, with Smith Barney doing now, the future is full of uncertainty.
Because we have been addicted to the fame, the scene and the assets, we have also weakened the core competitiveness of the product - the innovative design and quality assurance of the product.
Now the Smith Barney, like a frail, but stick to the arm with a needle effective to restore the patient.
Neither symptomatic nor correct.
There are ideas, money, resources, action is not enough, have to quit ten years ago because of the success of america.
To see the status quo, see people, see competitors, sea orchid house last year is how to earn a good reputation, perhaps can start from the Smith Barney good product design this beginning, step by step.
Related labels:
Corrientes
Bondwell
Mason
normalizing
Controllability
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