Metersbonwe crisis! Ordinary road or road

On October 15th, Metersbonwe was trapped in the financial report crisis and was disclosed by the media in the form of financial statements, false sales, and artificial underwriting. At the same time, due to its influence, Meibang Apparel had to choose a temporary suspension.

Although Meibang Garments chose to suspend the license and ease the crisis, it has been trapped in the crisis for a long time and deep. In the future, it will also be spent in the contradictions of inventory crisis, quality crisis, brand aging, reform failure, and rapid loss of talent.

Up to 1.85 billion inventory crisis Future marketing efforts

According to statistics, in 2011, the crisis of the U.S. apparel inventories was as high as 2.56 billion yuan, although in 2012 the chairman of the company, Zhou Chengjian, used unfair methods to erase 800 million yuan. However, the high inventory crisis of 1.85 billion yuan will still bring pain to it.

One franchisee, who asked not to be named, said: “There is too much inventory. Now we can only be busy selling at a discount. We used to have 50% discount on our previous products. But nobody cares.

Ms. Xu said: “Every day we pass by the store on Deyang South Street, the sound in the Metersbonwe shop is very scary, and the discounts are terrible, but the people who enter are sporadic. Under the question, who wants to wear him? What about old and old clothes?"

For this reason, even if Zhou Cheng builds up efforts in the second half of the year, Metersbonwe will have a tough future marketing.

Frequent quality problems encourage brand aging

In 2008, the Shanxi Provincial Bureau of Quality and Technical Supervision issued a regular list of unqualified products and companies for supervision and inspection in the fourth quarter. Shanghai Metersbonwe apparel, Zhejiang Busen apparel and other unqualified products were exposed!

It is understood that the men's knitted casual tops of Shanghai Metersbonwe Garments have been exposed due to their color fastness to alkali perspiration, acid fastness to perspiration, and water fastness.

Not only that, on May 23, 2011, Great Wall.com once again exposed Metersbonwe and published the report "Complaint about quality problems at Metersbonwe": "In recent days, they have received information from Fujian, Hebei, Shandong, and Shanghai. Consumers said that they purchased the “Metersbonwe” apparel produced by Shanghai Metersbonwe Co., Ltd., which has serious quality problems and bad staff attitude.”

It is reported that Metersbonwe's quality problems are not limited to these. Inquiries about the 315 hotline keyword, complaints are numerous. The frequent occurrence of these quality crises also caused serious damage to Metersbonwe's brand.

All kinds of crisis are on the verge of loss of executives

Due to the impact of the inventory crisis, the stimulation of quality crisis, the aging of the brand, and the failure of reforms to advance and retreat, the crisis of Metersbonwe was finally brought to bear on people. As a result, President Zhou Chengjian of American and American states came to a series of extermination "egg" policies in the later period, resulting in the rapid loss of executives.

In May 2011, the vice president of the In Charge of Information Systems announced his departure. Then, on July 27 this year, Cheng Weixiong, the vice president of sales at Meibang for 13 years, said that he did not say goodbye to Smith Barney.

Not only that, it was learned from media sources that in November 2010, Smithsonian announced the list of equity incentives to 185 people, including 7 vice presidents, 17 directors and 161 department managers. Of these, no less than 40 people have left Smith Barn, accounting for more than 20%.

Seven directors took seven of them, including Jiang Daijun, who had been working hard for 13 years at Smith Barney, and Huang Xing, the second chief financial officer after the listing of the company, Li Jingxia, head of the human resources department, and so on. 161 department managers also lost 31.

There was a good saying: “Talent is the productivity of the company’s development. If the productivity breaks, the company’s death will not be far behind.” Perhaps this sentence will be verified on Smith Barney in the future!

Comments: Once, Metersbonwe did not take the unusual road, but now the crisis is on the horizon, it seems that it is no longer a normal road, but a dead end. To this end, the first agriculture and economics synthesis expert suggested that Metersbonwe should make great efforts in branding, marketing, talent, inventory, etc., improve brand awareness, take new marketing models, and establish talented mechanisms to gradually Raise the inventory crisis.

Only in this way can the future continue its unusual journey. Instead of covering up the crisis by simply covering up the financial reports and other unfair means, it will sooner or later be forced to desperate.