Metersbonwe stores open at the same time, upgrading the brand to help upgrade the industry

2017 was an unusual year for Metersbonwe.

On July 18, 2017, Smith Barnes held a brand promotion conference in its headquarters in Shanghai, which attracted wide attention from the industry. As we all waited and watched the results of the transformation, the all-new store with a new eye-catching image was already in full swing from the frontline of the country to the third-tier cities. Following the culmination of the opening of the 10 stores in the same day in November 2017, at the end of 2017, Smith Barney has made profound preparations and proudly announced that it will open 100 new stores on December 23.

In the era of fierce market competition, what kind of ability does a local company have to achieve such landmark achievements as the opening of 100 stores and the celebration of thousands of stores? Zhou Chengjian, the founder of the company, considered the height of the response to the national strategy.

Responsive to the new era of national strategy, brand upgrades drive industrial upgrading

Zhou Chengjian felt that life was very lucky in this era. All aspects of this era are the best era. Material wealth and brand choices are unprecedentedly rich. People have ample space to pursue their personal interests and lifestyle. At the same time, as an entrepreneur born in this era is very fortunate - experienced the era of market dividend after the reform and opening up, retail brand managers or business operators have the courage and courage to use the time to grow themselves and achieve a career; then It also experienced the sudden changes in the business environment brought about by globalization and internetization in the past decade. From the bonus era of price competition, it has entered a new era of focusing on value and experiencing competition. This has given local companies the opportunity to sharpen themselves and become more professional and more powerful. So that they can compete with global brands on the same stage.

Since the Nineteenth National Congress, the country has attached great importance to promoting the transformation of Chinese manufacturing to China, the transformation of China's speed to China's quality, and the transition of Chinese products to Chinese brands. General Secretary Xi re-emphasized the fact that innovation is the source of the core competitiveness of enterprises in the new era. The Chinese economy is shifting from high-speed growth to high-quality development. This is the hurdle that must be overcome. Shanghai, where Smith Barney's headquarters is located, also released the 13th Five-Year Plan for the Upgrading and Transformation of Manufacturing Industries, which proposes to upgrade traditional manufacturing industries and build Shanghai into an international fashion capital and design capital. The founder of Metersbonwe Zhou Chengjian believes that the process of industrial upgrading cannot be separated from the support of brand upgrading. "In fact, we do brand upgrading, which is to boost supply-side reforms. Brand upgrades can effectively drive manufacturing upgrades, service consumption upgrades, and thus help China to avoid the middle-income trap."

Since its establishment more than 20 years ago, Metersbonwe has experienced the entire process of market dividends and globalization and the dramatic changes in the business environment in the Internet era. This experience will definitely make Smith Barney stronger and more professional. With firm belief, we are determined to create global competitiveness and meet consumption upgrades. This includes two aspects: First, let the Chinese people love Chinese-made, Chinese brands more, and love to spend more in China. Second, we aim to make global consumers like Chinese-made, Chinese brands. Based on this thinking, Metersbonwe spends two years doing sufficient research and preparation. In 2017, it launched a brand upgrade strategy that changed from a single commercialized logo brand to a brand that is based on multiple lifestyle experiences. . Metersbonwe strives to present Millennial's diversified and individualized attitude to life and reshape itself as a lifestyle brand representing young culture in order to better meet the upgrading needs of Chinese new generation consumers. This corporate strategy just caters to the national strategy of industrial upgrading, manufacturing upgrading, and brand upgrading established since the Nineteenth National Congress, allowing the company to join the historical process of national supply-side reform.

Brand upgrades promote channel upgrades

The brand upgrade opened the window for channel upgrades, and high-quality shopping centers have extended their cooperation to Medbank. By virtue of this shareholder's style, Smith Barn phased out low-efficiency stores and switched to large-area full-style stores, and vigorously promoted channel upgrade strategies.

After experiencing the impact of the leaping development of online consumption in recent years, the company still has full confidence in offline consumer experience. Zhou Chengjian believes that the leap forward in Internet business over the past few years is to enjoy a price-sensitive dividend era. Now that this era is over, competition around price is not sustainable, and future competition will focus on brand, creative, and offline experiences.

Today we face an era of oversupply, excess brand, and excess channels. What is missing in the context of excess time? There is an old saying in China that wine is not afraid of a deep alley. The question now is how the wine will become a matter of incense. “Zhou Chengjian analyzed that in order to enhance the recognition of offline stores, Memphan has broken new ground into five lifestyle brands, which enables them to target specific retail scenes for different segmented channels to break the single style experience of traditional apparel brands and make the brand competitive. No longer limited to a single channel type.

At the same time, Metersbonwe is committed to using cutting-edge tools such as smart retail and artificial intelligence to create a rich and accurate retail experience at the terminal, so that the communication between brands and consumers is more direct and accurate, and the shop experience is more perfect. The supply chain is more efficient and agile.

For each position, Smithsonian will have different strategic positioning. The different combinations of the five major brands can meet the needs of different shopping centers, and can also adapt to the commercial atmosphere created by similar shopping centers on different floors and different business environments. It is undoubtedly an attractive choice for cooperation to build a shopping mall channel in China that is diversified and discriminating. In October 2017, Metersbonwe Group reached strategic cooperation with quality shopping malls such as Printforce, Metro, and Wanda, and the opening of new stores in the second half of the year can be described as “different”. Zhou Chengjian said that since October this year, the interaction between brands and channels has become significantly healthier.

As malls have mushroomed, the new image stores of Smith Barney have blossomed across the country, and the interaction of brands with new generations of consumers has become widespread. “We are both online, in emerging shopping channels, and in the traditional shopping district, we can reach consumers and interact with consumers in 360 degrees. Based on this, we have also built greater exposure to smart retail. “Zhou Chengjian said, “The channel upgrade is bringing a new development opportunity to Metersbonwe.”

In the future, the company’s strategic goal is to make the brand's competitiveness go beyond the era of market bonus where the channel was king yesterday, and the price-sensitive internet business era to better demonstrate value competitiveness in order to cater to current emerging channels and new generation consumers. Demand, and further promote the upgrading of the entire industry chain, "This is a preliminary advantage of Smith Barney."

Strong organizational advantages

Over the past 10 years, the company has invested huge sums of money and has built more than 30 branches covering all provinces in the country. This is a huge organization made up of tens of thousands of people and thousands of managers. The strong organizational reach allows Metersbonwe to better use smart retail digital tools to guide store retail operations in all levels of cities, regional markets, and various channel formats, and thus build on omni-channel coverage. Accurately serve terminals and consumers. It is precisely based on the use of smart retail and a strong retail organization, Metersbonwe believes itself better than ZARA and Uniqlo to better serve the consumer groups at all levels in China and have more opportunities to grasp the brand's competitiveness in various channels.

Based on the three solid foundations of brands, channels and organizations, Metersbonwe has renewed its vibrancy and welcomed wave after wave in the emerging channels. According to estimates, in December, Metersbonwe opened an average of five new stores each day, and on December 23, it will usher in the milestone progress of the opening of 100 stores and the celebration of the 1,000 stores.

Give play to corporate value and undertake historic mission

Metersbonwe has undergone a difficult transition in the past five years. It has finally ushered in a tremendous turnaround and will have a chance to provide a new lifestyle experience for Chinese consumers in the next 5-10 years. Leveraging on the national strategy for upgrading and the market dividend for upgrading consumption in the new era, the company will focus on brand upgrading, industrial chain upgrading, and product content upgrades to better meet the diverse lifestyle needs of the new generation of consumers.

"I have full confidence in the future of Metersbonwe and I am confident in this country. I am also full of confidence and expectation in the market environment in the new era, brand upgrading in the new era, and manufacturing upgrades." He looked ahead and said, "Meibang will be firm. Take on corporate responsibility, undertake historical missions, play its own role in industrial upgrading and brand upgrading, empower energy upgrades, provide more quality choices for all social channels, and provide one more choice for consumers in the entire society. Quality choices provide more tax revenue for the country and create more employment opportunities for the community.”

At present, the Smithsonian Group employs 200,000 people upstream and downstream. In the next 5-10 years, Zhou Chengjian estimates that Smithland will provide millions of jobs.