China News Service Client, Beijing, June 29th (Zuo Yukun) "Duanmu, he took me to Metersbonwe, picked a lot of clothes and shoes, stood in front of the mirror, and I didn't know the girl inside who is it……"
For many post-80s and post-90s, the "Metersbonwe Terrier" in the TV series "Let's Watch Meteor Shower Together" should be no stranger. As the biggest sponsor of the show at that time, the status of the US national clothing "national clothing brand" is also evident.
Screenshot of the TV series "Let's Watch Meteor Shower Together".
However, Meibang Garments recently attracted attention because its 34-year-old female chairman Hu Jiajia was issued a restraining order by the court. Why is the chairman of the beautiful American apparel company suddenly not allowed to spend high-speed rail and other high consumption?
A house leasing dispute has caused the famous ladies to be "restricted"
Recently, the Shanghai Huangpu District People's Court issued a (2019) Hu0101 No. 6212 Consumer Restriction Order against Shanghai Metersbonwe Clothing Co., Ltd. ("Mebon Clothing") and Hu Jiajia, the company's legal representative.
The consumption restraint order shows that the matter originated from the dispute over the housing lease contract between Meibang Apparel and Lin Huakang and Mao Weihong. Because Meibang Apparel did not perform the payment obligations determined by the effective legal documents within the period specified in the execution notice, the court took measures to restrict consumption of Meibang Apparel in accordance with the relevant provisions, restricting Meibang Apparel and Hu Jiajia from implementing the corresponding high consumption and non-life and work requirements Consumer behavior.
A consumption restriction order issued by the Shanghai Huangpu District People's Court.
According to the response from Meibang Apparel on the afternoon of the 27th, the company and chairman Hu Jiajia's restriction on high consumption orders has been lifted, and it is expected to be updated on the relevant execution information website 24 hours later.
The housing leasing dispute involved the lease of Meibang Apparel in the flagship store of Nanjing East Road in Shanghai. Meibang Garment stated that during the execution of this matter, the court promoted the execution in accordance with legal procedures, and the company did not have the ability to perform the judgment but refused to perform it.
"However, due to the problem of insufficient and untimely information communication, a misunderstanding has occurred. Due to the historical reasons of the house, it is difficult to judge the specific area where the house is located, resulting in the delay in fulfilling the obligation of return." Meibang Clothing explained.
On June 29, as of press time, Chinanews.com can still find the execution information of "Case No.: (2019) Hu 0101 Executive 6212" in the China Open Information Network.
Screenshot from China Executive Information Disclosure Network
Father is Zhou Chengjian, who has been the richest man in China's clothing industry for 3 years
When the matter came out, compared with the housing lease dispute itself, everyone was more concerned about the incident's protagonist Hu Jiajia.
Hu Jiajia, born in 1986, is the daughter of Zhou Chengjian, the founder of Meibang Clothing, and is currently the legal representative and chairman of Meibang Clothing. Zhou Chengjian is a legend who has been the richest man in China's apparel industry for three consecutive years.
Founded in 1995, Meibang Clothing has two major brands, "Metersbonwe" and "ME&CITY". It was listed on the Shenzhen Stock Exchange in 2008. Because of the slogan "Unusual Road" and endorsement of many "traffic stars", its subsidiary Metersbonwe The brand was all the rage all over the country.
Huaer Band, Guo Fucheng, Jay Chou, Zhang Shaohan, Pan Weibo, Lin Zhiling, Li Yifeng and other celebrities have all been the brand spokespersons of Metersbonwe. Which of the 80s and 90s has no memory of choosing clothes in front of the mirror of Metersbonwe?
"Hurun Clothing Rich List" shows that Zhou Chengjian's net worth rose from 16 billion yuan in 2008 to 21.6 billion yuan in 2010. Zhou Chengjian also ranked 16th in the Forbes China Rich List that year. By the end of 2011, the US market value reached 26.1 billion yuan, the largest market value company in the brand apparel sector at the time.
Zhou Chengjian, founder of Meibang Clothing.
The famous boudoir inherited the family business and has practiced in several departments
As for Hu Jiajia, although she didn't follow her father's surname, public information shows that she is indeed the daughter of Zhou Chengjian, the founder of Meibang. In November 2016, Zhou Chengjian's father and daughter completed the handover, Zhou Chengjian resigned as the chairman and president of Meibang Clothing, and Hu Jiajia took over.
According to multiple media reports, Zhou Chengjian had a total of three marriage experiences. He gave birth to a man and a woman with the first wife, and also had a son with the second wife. Unlike most rich people who chose to pass the company to their sons, Zhou Chengjian chose to pass the position of the company's head to his eldest daughter Hu Jiajia.
Hu Jiajia, a famous girl born in 1986, worked in the office of the president of the United States from 2011 to 2016, Metersbonwe footwear development and operation department, brand marketing department, strategic development department.
But during this period, she also appeared in public. In 2014, Hu Jiajia served as a guest on Hunan Satellite TV's female dating program "Welcome". After gaining a certain popularity, she did not continue to work in the fashion circle, and she still chose to "herit the family business".
Today, although Zhou Chengjian does not hold positions in listed companies, he is still the actual controller of the group. Tianyanzha revealed that Shanghai Huafu Investment Co., Ltd., which holds 70% of Zhou Chengjian's shares, holds 50.65% of the shares of Meibang Clothing as the controlling shareholder, and Hu Jiajia's personal share of 8.69% is the second largest shareholder.
Image source: Metersbonwe WeChat public account
Father-daughter succession, the United States failed to "unusual path"
The completion of the handover of father and daughter did not allow the freshly-powered American clothing to "take the flower path", but fell into the quagmire of sluggish performance.
In 2017, just after taking over, Hu Jiajia’s chairman’s first financial report was not outstanding, and the net profit loss attributable to the parent company reached 305 million yuan, a year-on-year decrease of 942.95%, and the stock even reached the edge of being ST.
In 2018, the United States and the United States apparel ushered in a turning point, for the first time in many years to achieve profitability, net profit attributable to the parent company 40.316 million yuan, an increase of 113.24% year-on-year, the United States attributed it to brand upgrades, product upgrades, channel upgrades, retail upgrades.
But in 2019, history repeats itself. The 2019 annual report shows that Meibang Apparel achieved operating revenue of 5.463 billion yuan, a year-on-year decrease of 28.84%; the net profit attributable to the parent company was a loss of 825 million yuan, a year-on-year decrease of 2145.2%, the largest annual loss since listing.
The last time the American apparel attracted attention was during a period when domestic masks were most in short supply. On May 11, Meibang Garment announced that due to the needs of business development, the company plans to increase the scope of "daily masks (non-medical)" on the basis of the original business scope. Affected by this news, the USbond apparel opened daily limit on May 12.
But the heat is temporary. Affected by the epidemic situation, the performance of Meibang Garments has fallen steeply this year. According to the first quarterly report of 2020, Meibang Garment achieved operating income of 921 million yuan, a year-on-year decline of 46.70%; the net profit attributable to the parent company was -219 million yuan, a year-on-year decrease of 671.67%.
Coping with high inventory, eyeing the new retail of "silver bullet"
In the face of the performance that needs to be boosted, and the "miracle drug" that once made itself profitable, Meibang also wants to try again.
When talking about the reasons for the decline in performance, Meibang Clothing specifically mentioned the impairment of inventory depreciation. In fact, inventory has always been the pain point of American clothing. Prior to this, in May 2019, Meibang Garment also acknowledged that the inventory was higher than the industry average in response to inquiries from the Shenzhen Stock Exchange.
According to Lai Yang, executive vice president of the Beijing Business Economics Society, a large number of physical stores will inevitably have a high inventory backlog, and the more stores, the greater the inventory.
In this regard, Meibang Clothing disclosed the development plan for 2020 in its 2019 annual report. According to its plan, whether it is an online mall or a live broadcast sales, it is not difficult to see that Meibang Apparel regards "new retail" as a way out of the inventory problem.
Live broadcast of Metersbonwe's official online store. Screenshot
As for the effect, Meibang Garment mentioned in the first quarter report that the company's full staff participated and actively invested in expanding a variety of online sales channels. In the first quarter, online sales revenue increased slightly compared with the same period last year, including the increase in online orders in February and March. More than 30%.
Lai Yang believes that the new retail can be regarded as one of the means of de-stocking Meibang apparel, but if Meibang apparel cannot enhance product design and brand value, and cannot obtain more brand premiums, fundamentally solve the sales problem, and simply rely on the layout of new The retail business is also unable to turn losses.
The United States that "doesn't take the usual path", this time on the "new retail road", do you think? (Finish)