Meibang'S Fifth Experience Store Opened In Guangzhou

"Everyone is paying attention to the Internet, why am I still paying attention to physical stores?" At the opening scene of Metersbonway's flagship store on Beijing Road, Guangzhou, yesterday, Meibang Clothing Chairman Zhou Chengjian said that, In the second half of this year, the company's store upgrading strategy of "one city, one culture, one store, one story" has achieved initial results, and the core performance data of some newly upgraded experience stores have seen double-digit growth. He believes that emphasizing the consumption experience will be the development trend of the future traditional clothing retail industry, and the company will use the strategy of upgrading the consumption experience to gain new consumer awareness of Meibang.

It is reported that Guangzhou store is the fifth experience store of Meibang Clothing in China. The company will launch 100 experience stores in the next year and complete the new concept upgrade of stores nationwide in three years.

　　 Adjust the structure with concept upgrading

Yesterday, Metersbonwe The flagship store on Beijing Road in Guangzhou was newly opened. As the fifth American experience store in China, the Guangzhou store focuses on the concept of "Flower City". The store design presents the garden theme of Nanyang style, continuing the store upgrading concept of "One City, One Culture, One Store, One Story" promoted by the company in the second half of this year. It is reported that the Guangzhou store is also the third Meibang experience store to achieve comprehensive upgrading after the concept of "Kuanzhai Alley" in Chengdu and "Central Station" in Hangzhou, which shows that Meibang attaches great importance to the Guangzhou market.

Zhou Chengjian told reporters at the opening scene that in the next year, Meibang will launch more than 100 experience stores nationwide, all of which are directly operated stores. Within three years, the company's stores across the country will gradually be built with new concepts.

Zhou Chengjian said that the newly launched experience stores are mainly based on the transformation and upgrading of old stores. The total number of stores is not planned to increase, but will be reflected in a substantial structural adjustment. "We will not open stores as high-density as before, and each store will have its own story. The cost of store upgrading is not high, and the key is design.".

The reporter noticed that as of the end of June this year, the total number of Meibang stores nationwide exceeded 5000, more than 100 stores had been closed in the first half of the year, and another 100 stores were planned to be closed in the second half of the year. It is understood that the closed stores are mainly direct stores. Affected by this, the gross profit rate of the company's direct stores in the first half of the year rose 4.2 percentage points year-on-year. At the same time, the channel reform is also conducive to the de stocking of the company. By the end of June, the inventory scale of Meibang Clothing had significantly decreased by 500 million yuan to 1.5 billion yuan. Zhou Chengjian said that according to the scale of Meibang, the inventory scale of about 2 billion yuan at the end of the year was within the normal range. At present, the company's inventory is very healthy, and the space for further control is limited.

　　 Experience stores are experiencing double-digit growth

Influenced by the decline of macro consumption, Internet and globalization, Clothing industry It has been impacted in the past year. In fact, this round of experience store upgrading strategy implemented by Meibang Clothing also has the brand of the Internet.

"Everyone is paying attention to the Internet, why do I still pay attention to physical stores? I think the Internet is not subverting the traditional retail industry, but the traditional business model with asymmetric information. The traditional business model has not been replaced, but will better provide consumers with a more comprehensive and interesting, scene shopping experience and online shopping in-depth interactive experience." Zhou Chengjian said, The clothing industry applies the thinking mode and business strategy of the Internet to find the consumption experience that the Internet is difficult to provide. At present, the upgrading of Meibang's stores provides a scene like and interesting experience that the Internet cannot do. The company will strive to practice the O2O form (that is, the combination of online and offline) to upgrade the service experience across space for consumers, and use cloud computing platform and big data information resources to efficiently and accurately provide consumers with a more intimate experience.

It is understood that the newly upgraded experience store has realized the online and offline integration of products, among which Hangzhou store and Guangzhou store will gradually launch e-commerce interactive experience to provide consumers with electronic video display experience of products, electronic appointment fitting experience and other services.

It is worth noting that Zhou Chengjian revealed that the core performance data of some newly upgraded experience stores have seen double-digit growth, and the Ping effect has exceeded that of foreign brands. "It proves that consumers are very welcome to this model, and I believe that with the increase of (experience stores), consumers' perception of Meibang will also change dramatically".

In addition, the internationalization of Meibang clothing has also been included in the plan. Zhou Chengjian said to reporters, "We plan to enter the markets of Taiwan and Macao in China next year. We hope that within three years, we will open experience stores with products rich in Chinese culture and representing Chinese lifestyle to Oxford Street in London, Champs Elysees in France, Ginza in Tokyo, and Fifth Avenue in the United States."