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Meibang, The Spokesman Of Official Publicity, And The Stranger Of Hailan'S Home

2020/10/22 9:14:00 2

MeibangHailan HomeSpokesperson

The fashion industry has been quite lively recently. The leisure clothing brand MetS Bonwe and the men's clothing brand Hailan house have successively announced new spokesmen. The former is played by rap talent rich Brian, while the latter has selected the evergreen idol Jay Chou. However, from the perspective of the national influence of the spokesperson, the exposure of the cooperation between Jay Chou and Hailan house is obviously more flow and topic.

These two seemingly unrelated endorsement actions, two clothing brands without certain comparability, are strongly related to each other because of the particularity of Jay Chou. As we all know, it was Jay Chou who was the spokesperson of metsbonway. Listening to Jay Chou's songs and wearing Meibang's clothes became the most fashionable thing for those young people. The high degree of consistency between the brand and the spokesperson's temperament has made MetS Bonwe popular for a time.

From the king of Chinese pop music to the top stars of the Mesozoic era, the change is age, the same is the popularity of Jay Chou.

As soon as the latest spokesperson news of Hailan house came out, some people would sigh that those who had passed through Meibang by Jay Chou in those years would now follow their idols and move to Hailan house. Without him, most of the fans who like Jay Chou are now like idols, from young to mature and stable middle age, and their consumption choices have naturally changed.

Today, let's listen to the old and new stories of the two major brands of MetS Bonwe and Hailan home.

   Meibang, an unusual road

Today, Meibang and Jay Chou have already said goodbye, and Jay Chou has never lost his breath. However, Meibang, which used to generate nearly 10 billion revenue, has fallen into a huge loss, and it is hard to be strong again.

As a leading brand of Chinese leisure clothing, MetS Bonwe was founded in 1995. It has been popular all over the country with the slogan "don't go the ordinary way. It carries the youth memory of the post-80s generation. It was once the synonym of local fashion.

In 2011, the sales of MetS Bonwe exceeded 10 billion, with 4164 stores. Almost at the same time, JeansWest and Barney Road, the Hong Kong funded clothing brands entering the mainland market of China, were also hard to compete with the power of Meibang. In 2012, the number of stores of Meibang reached 5220.

However, in recent years, with the changes in the retail environment, the arrival of consumption upgrading and the Red Sea competition in the clothing industry, the usual inventory pressure in the clothing industry, and the aging of the brand itself, Zhou Chengjian, the founder of the company, was addicted to playing capital after the listing of the enterprise. The operation of Meibang clothing went from bad to worse, rapidly declined, the market share dropped sharply, and the revenue fell The grand occasion will never return.

Since 2012, the performance of Meibang has been declining year by year. In 2013, Meibang achieved a revenue of 7.89 billion yuan, a year-on-year decrease of 17%; in 2014, the revenue of Meibang reached 6.621 billion yuan, a year-on-year decrease of 16.08%; in 2019, the revenue of Meibang reached 5.482 billion yuan, a year-on-year decrease of 28.59%, still falling at a double-digit rate. Meanwhile, since 2016, the asset liability ratio of Meibang has increased from 49.22% at the end of 2016 to 62.72% in the third quarter of 2019.

According to the latest data, in the first half of 2020, Meibang clothing achieved a revenue of 1.602 billion yuan, a year-on-year decrease of 40.64%; the net profit attributable to shareholders of listed companies was -478 million yuan, a year-on-year decrease of 246.56%.

Aware of the crisis encountered by the brand and the bottleneck that must be broken, Metersbonwe began to rescue itself again and again. It includes a series of transformation measures, such as brand upgrading, online and offline reform. However, on the road of rectification, these big fists seem to fall on cotton, with little effect, and have not completely reversed the situation of low net profit and high inventory pressure of Meibang.

Under the catalysis of the epidemic situation in 2020, Meibang has accelerated the pace of innovation, comprehensively reconstructed the channel layout, and promoted the upgrading of products and brands with digital capabilities. However, whether Meibang can rebuild the industry benchmark and regain its former glory is still unknown. Everything is possible.

   Home of Hailan

"The single cycle of youth can't get around his name." this is the introduction on the poster before the brand new spokesperson of Hailan family. With the silhouette of the characters, the name of Jay Chou is coming out.

Jay Chou has been on the road for 20 years, and Hailan home has been ushering in his 20-year-old milestone. Both of them have made outstanding achievements in their respective fields, and now it is not a fate to work together.

In September 2002, Nanjing Zhongshan North Road store, the first store of "Hailan home", was officially opened, which started the cultivation history of national men's wear brand.

Like Meibang, Hailan home also has its own distinctive brand mark. The slogan of "visit Hailan home twice a year" and "Hailan home, men's Wardrobe" has been spread all over the streets. The magic advertising style of Yin Xiaotian, the spokesman of the early generation, has sent Hailan home to the peak of local taste aesthetics.

In this way, Hailan home gives consumers a deep impression, and helps the brand channel sink and quickly occupy the national market. By the end of 2019, Hailan home's offline stores have covered 31 provinces (autonomous regions and municipalities directly under the central government), covering more than 80% of the counties and cities, and the total number of its stores of all brands has reached 7254. In terms of performance, in 2019, Hailan home's revenue increased by 15.09% to 21.97 billion yuan, achieving a net profit of 3.21 billion yuan, becoming the second Chinese garment enterprise with revenue exceeding 20 billion yuan after Anta.

Although the market share has been the first for six consecutive years, the brand has been criticized for its high inventory problem. According to the financial report of Hailan house in 2019, its inventory backlog has reached 9 billion yuan, accounting for 43% of the total assets, and the inventory turnover days are 250 days.

In order to solve the inventory problem, Hailan home has also made a lot of efforts. The first is to develop the online market, with the help of online flow to inventory. It not only launched the micro mall and small program, but also explored a new retail mode of "clothing + takeout". Secondly, it is to cut the label and cultivate a sub brand "haiyijia" which deals with off-season clothing.

In order to reduce the inventory pressure, Hailan home also adopts the method of opening more stores to digest the inventory, reducing the threshold for franchisees to attract investment. At present, in all stores of Hailan home, franchise stores account for more than 90%.

In terms of product line, Hailan home has changed its single men's wear line in recent years, and has begun to lay out market segments such as home furnishing, women's wear and children's wear. In addition to the main brands, it has also cultivated ovv, yeehoo, boys and girls, Hailan, black whale and San keno, trying to turn "men's Wardrobe" into "family's Wardrobe". However, at this stage, the development of new brands is far from mature, and the main brand is still the main force driving revenue.

In terms of overseas market, Hailan home also has a layout, but so far, the overseas business revenue is not ideal, accounting for only 0.6% of the total revenue in 2019. Nowadays, Hailan home is also facing the development pressure. How to solve the high inventory risk and improve the product design ability is the top priority of the brand.

   epilogue

Both mattersbonwe and Hailan home are powerful influencers in China's clothing industry. Whether it is Meibang or Hailan home, changing the spokesperson can only play a temporary drainage role for the brand, but no one can guarantee the actual transformation effect. In order to be accepted and loved by the main consumer groups, in addition to excellent marketing, in the final analysis, it is inseparable from the brand's own products and design.

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