Meastbonway, from the pedestrian giant to the tears of the times

How hot was Metusbon Wei that year, and "Her eyelashes" in Jay Chou's album "Ye Huimei" was the advertising song specially created for Metus Bonway. In the past few years, Chu Yuxun, with a daily salary of 2.08 million, had a fledgling, and the phrase "Duanmu took me to Metusbon Wei" to the Internet. However, in 2010, the top of the top of the United States has been struggling in the decline. Now, Meibang has closed thousands of stores and withdrew from the core business district. The memory of the times eventually became the tears of the times.

Wen | Xue Yongwei

Edit | Zhao Lei

Operation | Painting Fire

Glory and loneliness

Om -Ou -Om, at 9:40 in the morning on August 31, Zhao Xiaoming, who was already sitting on the station, suddenly shook the phone in his pocket. Open it, it is the arrears of 4 months of salary.

The surrounding colleagues received the text message one after another, and they were surprised as him. He worked in Shanghai's Shanghai Company in Metus Bangwei and received a notice half a month ago that his salary will be paid in September, but two days later, and the terrible performance report just released, the company's losses are serious. He and his colleagues did not expect too much.

In the days without salary, Zhao Xiaoming, who has a small deposit, depends on the loan platform to repay the car loan every month, 2,500 yuan a month. I usually quit the habit of buying shoes, and I haven't bought it online for a long time. The company's cafeteria can only be a little expensive to get more than 20 dollars. He would rather go out to eat, and a meal can be controlled at 12 yuan.

Fortunately, Zhao Xiaoming lives in the employee's dormitory without worrying about rent. Meng Ling, who is carrying a mortgage while renting a house, has reached the edge of the collapse. It can only be returned by her husband with more than 7,000 yuan a month. You can only save money from your teeth.

In fact, the arrears of salary affected the branches, subsidiaries and affiliated agencies of the Shanghai Headquarters, Liaoning, Tianjin and other places. In April, the employees received a notice of delaying salary, and the reasons given by the company were "cash flow tight". The same reason for the arrears of arrears was also once in 2020, but the difference was that it only owed only one month at the time.

▲ Meetsbonway employees accused the company owed wages on social platforms. Picture / network

Zhang Xian, who had been purchased for 6 years at Meibang Store, and encountered wages and layoffs at the same time, and the compensation was 20 % off. When she joined Meibang, she felt that this was a good platform, but after entering, she found that the company had been going downhill. In recent years, the proportion of provident funds has dropped, and 200 yuan of rice has gone. Since early 2021, the commission of one monthly one month has been simply changed to one quarter. many".

There were 4 other shops in the store with her. Zhang Xian was not convinced. He called the Personnel Department and only got a phrase "the company has no money, and it is useless to find me." More than 30 stores in her city have begun to withdraw one after another. The situation she knows is that some franchisees do not do it after the contract expires.

2012 was a watershed. Before that, Meibang was brilliant and did not wait for employees. Later, Mu Ming joined the employees of Metston Wei. It seemed to have been empty. Today, the keywords of Metus Bangwei in the Chinese Internet world are "losses, closing stores, and wages."

In the summer of 2003, Gu Qin, who had just come to Shanghai, walked on Kangqiao Road, Pudong, and glanced at the phrase "Metus Bangwei, not taking ordinary roads." She remembers that the brand has a 5 -storey store on the bustling Nanjing East Road, and it is very angry. The spokesperson is Guo Fucheng, one of the four kings, that was her favorite idol at the time.

"The idea at that time was that I must go to work in this company." Gu Qin found the security room and tried to ask, "Is it recruiting here?" The uncle took out a recruitment application form and "look at the fill".

At that time, Metos Banged was moved from Wenzhou to Shanghai, and the headquarters was headquartered in the park in Kangqiao Road. At that time, Merbon spent 10 million to invite the new king Jay Chou as a endorsement. The new idol that was sought after by young people at the time was pursuing the "unusual road" that was full of "unusual roads" with the streets and alleys.

In the second year of Meibang, Gu Qin watched the fantastic tenth anniversary party. The party was hosted by the famous host Chen Xiaonan. It didn't take long for Jay Chou to play at the cheers and began to sing while playing the piano. In the field, there are high -levels, US -like merchants, US -Bang employees, and fans who have arrived on the court. Employees not only arrived by themselves, but also brought their family members. Both tickets and accommodation fees were reimbursed.

Jay Chou sang "Black Sweat", the founder of Meibang Zhou Chengjian wearing a new red sweater. The two stood together in the center of the stage and drawn the next cross on the big cake.

▲ Jay Chou and Metus Bangwei's cooperation for more than ten years. Photo /Matsbonwe official Weibo

In August 2008, Meibang Clothing was listed on the Shenzhen Stock Exchange, and held a dinner to celebrate listing on the familiar football field. Zhou Chengjian announced to the staff on the stage: "Give you a listing of the company, and this month will be paid double salary!" The employees present began to cheer. At that time, Gu Qin only worshiped the founder's eyes.

At that time, on the list of independent directors of Meibang, there were also business people like Mongolian Niu Group Chairman Niu Gensheng and the chairman of Vanke Group Wang Shi. At the listing ceremony, Zhou Chengjian presented a small gold -plated sewing machine to the Shenzhen Stock Exchange. "Become a global tailor", this slogan once made Gu Qin inspiring, and it was 18 years. Until 2021, colleagues who struggled together resigned, Gu Qin completely lost confidence in the business, and chose to leave after several tangles. On the day she farewell, she stood by the parking lot and cried her eyes.

"In the past, it was the Huangpu Military Academy in the clothing industry. Everyone said from here. Now everyone said that this is a pension company. No one wants to go out here." Gu Qin said.

Do not take ordinary roads, take a narrow road

Over the years, Metusbon Wei has gradually disappeared into people's sight.

In Beijing, almost all of the Meetsbon Weitan stores in the public comments are closed. It is difficult to find a store that is still open in the urban area. Only a few are open in the suburbs. Most of these stores' evaluations stayed a year or two.

In mid -August, at a shopping mall in Tongzhou, Beijing, the Meetsbon Weidian store on the second floor has been withdrawn for more than 20 days. There is a Tang lion next to it, and there is a pure business under the downstairs. The investment manager here said, "They all came in together. After seven or eight years, Meibang was withdrawn from the store before the company did not supply it."

▲ In mid -August 2022, a Metus Bang Weibian store in Tongzhou, Beijing has withdrawn the store for many days. The brand of huge investment posters in the list is H & M, Anta, Puma and so on. Xue Yongwei / Photo

On August 31, in a shopping mall in Daxing, Beijing, a store in Meetsbonwei had just stopped business. The clerk of the surrounding shops witnessed the process of withdrawal of the store, and "wrapped out in the morning on the 27th." When she was off work, the shop had not been moved, and I found that the next morning to find out that she had gone. The store's area is a hundred square meters of hypermarkets. One night's work, the shop has been surrounded by other brands.

The shopping guides near Meibang Store also do not know why the day when the store was packed and retreated, the review website also showed that someone visited the store. Personate! "However, along Line 4, at the Tiangongyuan Station of the End Station, there is also a Meetsbon Weidian store that is still open. The scattered customers come in, and the four shopping guides are very idle.

Guandian is the biggest symbol of Meetesbon's decline. As of the end of 2021, there were only 1,600 stores in Metusbon Wei, of which 130 were directly operated and 1470 joined. This number is less than one -third of the peak period in 2012, especially in the past three years, the decline is the most obvious, with a total of 1,871 stores.

The store opening strategy of Metusbonwei was determined very early: it opened in a straight start in first- and second -tier cities, and accepted joining in third- and fourth -tier cities. This method has allowed Meibang to quickly enter Shanghai Huaihai Road from Wenzhou, and then enter Beijing all the way, accumulating the earliest reputation. The operation of the franchise store has expanded the Meibang rapidly, and has become the three giants of the county pedestrian street with Senma and Yichun.

The crisis is also hidden in this model. In 2012, domestic brands had strong opponents such as pure and Senma. Foreign brands had H & M, ZARA, and Uniqlo accelerating the layout. The competition in the Chinese clothing market became more intense. You can sit in 5,220 stores with a profit of nearly 10 billion yuan. Zhou Chengjian, who has already knocked on the bell on the Shenzhen Stock Exchange, did not realize the crisis. After the USbon recruited franchisees, he began to spread large -scale goods. At that time, the United States had 1.59 billion clothing inventory, accounting for 30 % of the total assets, and the number of days of inventory was extended from 151.2 days.

According to the report of the "Financial Weekly" quoted by many core families, in the first half of 2012, the digestion of 800 million inventory in US -star clothing was also suspected of false sales and human regulating income.

Under the franchise agency system, when the franchisees are organized, they prefer those more popular and can sell more street uniforms, rather than designer funds with unique personality and limited sale. This also makes Meibang playing "Fast Fashion". It is always almost not Zara, because ZARA adopts more direct camp stores. The store needs to sell brand products unconditionally. There are many styles but less inventory. A piece of clothing from design to being purchased, Meibang takes a month or even longer, but the supply chain of ZARA is turning in heaven.

Another issue comes from the "big shop" of the United States. The store area is thousands or even tens of thousands of square meters. A person who had participated in internal research told the daily figures that "Meibang opened in Shanghai Sunshine Store on Nanjing East Road at that time. There was a building. The sales of a year may be less than one million, but the rent was 40 million."

Gu Qin's deepest impression of the flagship store in Nanjing East Road, Shanghai, has a height of five floors and an actual operating area of ​​more than 7,000 square meters. However, since the beginning of last year, this landmark store has only been operated on the first floor. The four floors are resting. Until March this year, after 15 years of opening, I was relieved. The same situation also occurred in Xidan, Beijing. In the bustling business district in the second ring, the four -story US flagship store was occupied. Later, no one except the discount area was.

▲ Flagship Store, Shanghai Nanjing East Road, Shanghai. Photo / Visual China

The result of the large shop model is low -effect low -effect. Public data shows that compared with ZARA and H & M in 2011, Meibang Clothing is only one -quarter. At high costs, once the management is not good, the funds cannot be turned around, and in the end, you can only burst. Zhou Chengjian even wanted to copy the experience of Metusbon Wei to the sub -brand ME & City. Other senior executives have not persuaded him. "ME & City should not only choose traditional streets, and should enter the emerging channel shopping malls to develop in a moderate area." However, Zhou Chengjian did not adopt it. He still wanted to open a big store in the golden business district and compete at the same time as C & A and H & M, which has strongly deployed the surrounding C & A, H & M.

"None of the sub -brands below Meibang have made success, especially the children's clothing. Mitidi and Moomoo did not do it, which directly caused it to lose to Senma." Gu Qin said. For the clothing industry, children's clothing is the highest repurchase rate. "Children have a lot of people every year and have greater demand for clothing, but the United States does not pay attention to this." Gu Qin also remembered that in the early years, when Semomimon's children's clothing brand Barabara opened a store everywhere, Meibang only used children's clothing as a area of ​​Meibang stores. Now, Morima has sold more than 2 billion yuan by children's clothing, and its revenue increased by nearly 40%, and it became a leisure children's clothing boss.

The most fatal thing is to miss the opportunity of e -commerce. In the years of Taobao's rapid development, Ma Yun also persuaded Zhou Chengjian to join the Taobao flagship store. Zhou Chengjian still did not listen to it. First, the "Bangshou.com" was launched, and the "You Fan APP" was launched. People familiar with the matter told the daily characters that the sales volume of Metusbonwei is currently relatively bland. Take a certain e -commerce warehouse in Shanghai in Shanghai. Now even if there is a promotional activity, the number of outlets in a day is less than 10,000. "Previously There are more than 20,000 orders, and the decline is very serious. "

These claims that were later proved to be the founder Zhou Chengjian were the founder of the founder, and Zhou Chengjian, who was too confident, was the first responsible person of Meibang Waterloo. At the beginning of 2016, Zhou Chengjian, who lost contact after the capital operation, handed over his resignation. His daughter Hu Jiajia became the new head of the United States' clothing. It is carried out by Zhou Chengjian.

The founder of Meibang, who was the richest man in the Chinese clothing industry in Lishui, Zhejiang, was worth more than 20 billion. In the fame, slipping and falling seemed to be particularly dazzling. Many employees revealed that Zhou Chengjian now loves to get angry. He often has blame and roar.

Chen Liuli, an employee of Shanghai Headquarters, was not far from Zhou Chengjian's office. In recent years, she often heard Zhou Chengjian curse. After hearing a lot, Chen Liuli was numb to this. Few people who were scolded also refuted, "Dare to refute will be scolded away."

Selling buildings to make money and pay

Under the impact, Zhou Chengjian and his Meetsbonway are still helping himself.

Gu Qin, who had changed the station six times a year, found that the company's organizational structure changed very quickly. Those groups under a department began to be continuously merged, merged and then merged. The e -commerce department came out for a while, and then integrated into offline, completely managed by offline leadership. The fabric department used to be divided into knitted groups, shuttle groups, sweater groups, cowboy groups, etc., and later the group was integrated into most.

Too frequent architecture reform does not bring higher personnel efficiency. Each employee's person in charge of the group either finds that the group is gone, or it is found that people have been cut. "I don't know who to contact at all, and the familiar working chain was often subverted." The e -commerce department requires fast and timely activities, but the offline management team responds slowly, the application is slow, and the goods are delayed. "Except for store shopping guides, other employees receive fixed wages, and they do not care about promotional activities. "".

In its most familiar marketing field, Meibang is still exploring self -rescue. The stars invited to the endorsement have become the younger Rich Brian, Guan Xiaotong, Song Weilong, Wu Lei ... in 2020, Meitsbonwei began and "Full -time Master Master "In cooperation between virtual image, in 2021, at the Art Center of the West Bank Dome, the first big show in the past 26 years -China Li Ning, who was also lonely after glory, also relying on the 2018 New York Fashion Week show overnight. The market value increased by 1.5 billion within a week. In the next few years, China Li Ning's show has continued to the world's four major fashion weeks. Metusbonwei finally seized a bits under the wind of "New Guo Tide".

Faced with the most questioned design style issues, Meibang proposed a brand upgrade since 2013. In 2015, the "five styles" were proposed. By April this year, in April this year, a "sweet and cool tide" store was opened in Changsha Guojin. The shop is high saturated pink, green, and white blue. A month later, another "Pioneer Image Store" was opened on the most popular Chengdu Chunxi Road. The style of the internal display is the more popular neutral and dark wind.

In the past two years, the "hot girl" wind has swept the social network, and the two attempts of Metusbon Wei have also been regarded as a major signal of internal reform. Since the beginning of this year, more than ten sweet and cool cool shops in Metusbon have opened in Hunan, Jilin, Xinjiang, Guizhou, and Zhejiang.

Self -rescue antidote also occasionally fell on crazy real estate investment in the early years. A person who had participated in the 2018 supplier of the Meetsbonwei said that the hotel was near the hotel near Huanqiao Road. Opposite the hotel was the headquarters building of the newly built in the Meetsbonwei. Merchants, this costs a lot of money, we have strength, we can move to the opposite side in 2020. Later, the plan to fail, and the new headquarters building located in a bustling area was sold. At the beginning of last year, even the important cultural symbols of Metus Bonway, the Metusbonwei Clothing Museum, also appeared in the listing. Chen Liuli visited the museum, marble steps, European -style flooring, tea -colored tempered glass, and the whole building was full of energy. There are more than 2,000 square meters here, which is comparable to a hypermarket. The transaction took place in March 2021, and the museum had been established for 15 years. The buyer was the parent company of the RIO wine.

▲ Matsbonway Clothing Museum. Photo / Matsbonwe official Weibo

"Previously, all the clothing was displayed, and now it is displayed in it." However, thanks to the sale of the assets, the US -Bang clothing turned to a profit in the first quarter of 2021. In the middle of 2021, all employees arrears in 2020. It's all supplemented.

The next place to go to the US Museum of Clothing is Meibang's fashion industrial park, but this place has been sold in the near future. According to the "Times Finance" reported in August, people familiar with the matter revealed that the first phase of the Metston Weiji Fashion Industrial Park has been sold to Shanghai Zhangjiang Group. The industrial park is a integrated park, logistics and other integrated parks built by Zhou Chengjian to build a huge sum of money for the United States. The first phase was started in 2015. The second phase is the address of the migration after the closed museum of the Meibang Museum closed.

According to reports, the employee said that in early 2021, the industrial park has been operated as an e -commerce shipment warehouse for more than a year. Some of the dormitory buildings in the park have been decorated. It was originally required to be cleared in the park before June this year, but because of the epidemic The delay, the employees and warehouse equipment in the park have been moved away.

Some employees confirmed to the daily characters that there was a warehouse, and the Shanghai epidemic was given two -thirds to JD. There were 4 buildings in the employee's dormitory next to the warehouse, and then two were transferred to Jingdong.

Chen Liuli in the Shanghai office in the United States, from 700 Kangqiao Road, far from the city, to No. 800 opposite the road, and then developed to the new headquarters of North Bund, which is located in a bustling area, went around No. 700. After this departure, I returned to the original point, and there were 27 -year journey of the United States parabolic line.

Fall in the trend

The retirement of Metus Bangwei is also a change in county consumption and aesthetics of the times.

In a small county in central Gansu, Aunt Zhang, 50, has lived for more than 30 years. Eleven or two years ago, a pedestrian street near the famous scenic spots in the county was the most densely crowded place. At the entrance was a Metston Wei, the exit was pure, and then walking to the other street next to it was a Morima. This pedestrian street is even called "Mori" Pedestrian Street.

Walking from the entrance to the exit and then turned back to another street. This route was also a fixed route for Aunt Zhang to bring a teenage daughter to buy clothes. Aunt Zhang has a young mentality, and she will buy some "less fancy" basic T -shirts in these stores. At that time, there was no Adi and Nike in the county. These shops were the most popular clothing stores in the eyes of children in the county. It was very face -to -wear.

Later, the store was withdrawn from the store. Around 2018, there were few smokes in Pedestrian Street. There were few shops that opened them. They kept a barber shop, a Haier electrical appliance, and a photo hall that often did not open. The newly opened shopping malls in the county town have introduced ONLY, La Xiabeel and other brands, but there are very few people visiting. "When you visit, the entire floor will stare at you." There are no "can be said" on the street's clothing stores, and most of them are "miscellaneous cards". In the evening, there are only many children in children's clothing.

"Young people are buying online now, and they are still buying clothes in the county." Many young people in the county are still in school. Most of the people aged 20 or 30 have already gone out to work. Essence Now, the former Meetsbonway, who had always gone with her daughter, has become Yang Guofu's spicy spicy.

▲ When I went shopping in the pedestrian street this year, Metusbon Wei, which Aunt Zhang, had been replaced by Yang Guofu's spicy spicy. Photo/ Interviewee Confer

In recent years, Taobao Pay does not need a U -Shield. Returning it can come to the door to pick up it. Consumers have given more time to online shopping. The live broadcast and cargo that emerged after the epidemic allows the clothing category to achieve real -time trials and make online shopping the mainstream. Ai Media Consultation data shows that the online consumption ratio of clothing consumers in 2022 was 62.0%, and the offline consumption ratio was 38.0%.

After 00, Xia Ziqi, where Xia Ziqi was located in a border town in southern Yunnan, has been stable for many years. She walked for 10 minutes from her home and went to the most prosperous pedestrian street in the town. In the fourth and fifth grades of elementary school, Xia Ziqi was also envious of the short skirts worn by my neighbor's sister, and a few metal chains hanging on the skirt. At that time, she could only go to the children's clothing store, and silently thought about going to the foot of the pedestrian street when she was in junior high school. But until junior high school, Taobao has become the main channel for Xia Ziqi's peers to buy clothes. Xia Ziqi, who has no way to open a Taobao account, can only buy her sisters to buy themselves.

The trend of young people changes very quickly. At that time, a few good friends in her hands had a camouflage suit. They could not wear school uniforms without school uniforms. Baseball uniforms were also the best clothes in the eyes of junior high school students. High school students have begun to be popular with large basketball vests. Regardless of whether they play basketball, they do not prevent boys and girls from wearing such clothes. People who are yearning for the same age are a pair of Converse Gaobang canvas shoes, or the black -and -white side stripes of Vans classic models. The physical stores in the county have no new demands that the Internet aboriginals have changed once a year. When I went out to visit the physical store, it became a ritual of Xia Ziqi's mother and daughter. In the eyes of my mother, the clothes that can be touched in the store are always better than the Internet. But if she was shopping with her mother, she would rather buy a few "most common but not wrong sweaters and thin jackets" at the unknown women's clothing shop downstairs, and she was unwilling to go to Metston Wei and Senma.

"The clothes in these stores are too 'spiritual'." The word comes from short videos, which is also the most taboo style of these young people. For example, a red rose will be drawn on the right leg of a jeans, and the image of European and American portraits will be printed on the white T -shirt. Of course, it also includes the mini skirt with a metal pendant that was once envious.

Under the popularity of social media such as Douyin and Xiaohongshu, young people who are also in the county seat have been fully regarded as first -tier cities. Young people like it, either international big names or the national tide in recent years. And more niche aesthetics. In Baidu, the average searches of the tide brand related entries increased by 12%year -on -year. Niche people such as JK uniforms, Lolita dresses, and Hanfu are also common on social platforms.

Xia Ziqi now likes to buy "miscellaneous" clothes online, denim strap skirts, solid -color T -shirts, loose jeans, usually one hundred yuan. She often visits Xiaohongshu, and she likes those "OL style" and "JK wind".

In the wave of consumption after another, in the more and more diverse clothing style, Metusbon Wei, who once rely on a bold stitching suit to lead the fashion, cannot always stand at the tide, and cannot keep up with the trend. change.

Volkswagen's awareness of the US brand has also changed completely. More often, it became a stalk in the eyes of young people. "When it comes to saying that Meibang feels the memory of 10 years ago, it can only think of Chu Yuxun." When it is crazy discount, some people are still willing to buy a few basic clothes of the United States, but the uniqueness of the once "unusual way" and the pride to young people have gradually dissipated in the long river of years. It's right.

▲ The rare customer of the customer. Xue Yongwei / Photo

(At the request of the interviewee, the characters in the article are pseudonym)

The article is original of daily characters

Infringement must be investigated

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