Metersbonwe Lost More Than 90 Million In The First Half? Down 152.98% From A Year Ago.

Metersbonwe's life is still looking bad. Recently, it launched the first half of 2015 with the clothing brand Semir, also launched in Wenzhou.

The US bond net profit fell by 152.98% compared with the same period last year, resulting in a loss of 94 million 760 thousand and 200 yuan, while the latter's performance was much better, up 22.94% over the same period and 423 million yuan in net profit.

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The explanation given by Metersbonwe is that the problem is at the franchisee.

In terms of revenue, although the number of Direct stores increased by 5.09% over the same period, the number of franchisees dropped by 20.51%.

In terms of gross margin, Direct stores declined by 2.41% while franchised stores fell by 28.2%.

This is not the first time Metersbonwe has fallen.

In 2014, its annual revenue dropped from 7 billion 800 million to 6 billion 500 million yuan.

In the first half of the year, its main business income was 2 billion 962 million yuan, down 20.11% compared with the same period last year, while net profit was 179 million yuan, down 19.61% compared with the same period last year.

The company, which was founded in Wenzhou Park Road in 1995 and moved to Shanghai after its headquarters, has put forward the slogan "do not take the unusual road". It has also found Aaron Kwok and Jay Chou to open the young people's market and implant Transformers.

Of course, the effect of marketing is fluctuating with the rising and falling of the stars themselves.

And this year, it named the "wonderful flower" the first season at 50 million, and announced the renewal of the second quarter.

But these can not be saved at the moment because there are always problems with core products.

One theory is that when the United States went to Shenzhen in 2008, it was launched.

Me&City is an important reason why it is in a predicament today.

At that time, it adopted a discount sale strategy similar to the popular brand, but it made people wonder about the so-called high-end positioning of Me&City.

Another part that pushed the us to launch is its big store strategy.

In order to open up 2000 square meters of overseas fast fashion brand competition in the northern Guangzhou and Shenzhen expensive business circle, the United States also began to abandon the traditional small shop mode, and opened 68 large flagship image stores in the whole country.

But this layout is also useless. The United States has expanded its product line by developing new products, but the stores that are full of goods have not brought more popularity. It only brings the annual rental pressure of more than 20 million yuan per store. In 2009, this part of the cost even accounted for 27% of its total consumption.

In 2012, the expensive Shanghai Huaihailu Road Mei Bang big shop took the lead in shutting down.

In 2014, Me&City withdrew from Wangfujing in Beijing.

In 2013, the United States was in Jingdong and Tmall.

The store was on the line, thus reducing the stock from 2 billion yuan to 1 billion yuan in half a year.

The original competition pattern also began to change, local clothing brands continued to be weak, and local competing products such as YISHION also moved to Southeast Asian market.

In July this year, the United States announced that it raised 9 billion yuan to pform the Internet, and set up an entrepreneurial platform called "fan".

And use a small word "Internet + fashion" industry chain to frame this strategy.

The goal of the United States is to become China's UNIQLO, but it seems to be farther and farther away from this goal. Is it going to be the end of the day or is there any future drama to see whether Metersbonwe can find new breakthroughs?