60岁董事长、前首富、直播间跳舞，这几个看似毫不相干的标签，愣是被周成建集于一身了。 近日，美特斯邦威创始人周成建在直播间跳起了团舞，头戴墨镜、脚踩运动鞋，这场极具反差感的亮相，成功吸引超过20万人次观看。 与直播间的热闹相反，美特斯邦威上半年的财报渗出一股寒意：营收和净利润双双下滑...... 押注直播带货，能成为挽救美特斯邦威颓局的一步棋吗？ 屡次探索直播带货 事实上，美特斯邦威对直播带货的探索从 2023 年已经开始了。 这一年，公司在杭州、广州直播新零售基地试水，并陆续在抖音、淘宝、视频号和小红书开设官方账号。截至目前，品牌抖音官方旗舰店已有 79.7 万粉 丝，销量达到 98 万件。 在直播间，美特斯邦威推行一项新销售策略：卖团购券，并取得了显著成效。2024 年 4 月，品牌在抖音平台仅用 40 天便实现 GMV 突破亿元，登顶抖音 服饰即时零售榜单榜首。 这一成绩是如何实现的？ 美特斯邦威通过"短视频 + 直播 + 达人分销"的组合打法，大力推广高折扣团购券。用户线上购买券后，可到线下门店核销使用。这类团购券优惠幅度很 大，如699元可抵2000元、399元抵1000元、199元抵400元等，销 ...

以下文章来源于凤凰网财经 ，作者公司研究院 凤凰网财经 . 你好，我们是凤凰网财经，全球华人都在看的财经公众号，传播最有价值的财经报道，你值得关注！欢 迎访问：http://finance.ifeng.com/ 60岁的周成建仍在在奋力自救。 来源：凤凰网财经 近日，60岁的美特斯邦威创始人周成建一改昔日浙江首富的形象，头戴墨镜、脚踩运动鞋， 在"裁缝周成建"抖音直播间跳起团舞，吸引20万人观看。 无声的哭泣ジ 送出爱的甜甜圈 红颜为君笑。 送出甜蜜送达 24 来我长街 加入 了直播间 南枫似夏通过主播广场来了 >20 凉城:帅气! 06 指间沙:送福利 013 岛森屿:想要想要 李2 t a 或佳 美注 小时榜 自2024年官宣品牌新零售5.0转型以来，这位曾经的浙江首富，为了拯救陷入困境的美特斯邦 威，已放下身段，亲自参与到直播带货的浪潮中。 然而，现实却给了美特斯邦威沉重一击，即便创始人如此努力，美邦的业绩仍不见起色。 这里插播一条课程资讯： 报名 「 黑马·消费崛起精选课 」 ，10月17日-19日 ， 用 3天时间拆解中日消费企业突围逻 辑：从 索尼、无印良品、优衣库 学产品创新与供应链管理，还有中 ...

即便创始人如此努力， 美特斯邦威的业绩仍不见起色。 文｜凤凰网财经《公司研究院》 来源｜凤凰网财经（ID：finance_ifeng） 封面来源｜IC photo 近日，60岁的美特斯邦威创始人周成建一改昔日浙江首富的形象，头戴墨镜、脚踩运动鞋，在"裁缝周成建"抖音直播间跳起团舞，吸引20万人观看。 图源："裁缝周成建"抖音号 自2024年官宣品牌新零售5.0转型以来，这位曾经的浙江首富，为了拯救陷入困境的美特斯邦威，已放下身段，亲自参与到直播带货的浪潮中。 然而，现实却给了美特斯邦威沉重一击，即便创始人如此努力，美邦的业绩仍不见起色。 净利润缩水近九成 从财务数据来看，美邦服饰近年业绩持续承压，表现低迷。2024年全年营业总收入仅6.81亿元，同比大幅下降49.79%；归母净利润为-1.95亿元，同比暴跌 715.45%。 进入2025年，业绩仍未见好转，不久前披露的上半年财报显示，公司营收2.27亿元，同比下跌45.23%；归母净利润993.03万元，同比缩水87.07%；扣非净 利润仅66.64万元，同比下降91.79%，反映其主营业务盈利能力已严重萎缩。 此外，美邦经营和资金状况同样令人担忧。2022 ...

Core Viewpoint - The article discusses the struggles of Metersbonwe, a once-prominent Chinese clothing brand, highlighting its significant decline in performance despite efforts from its founder, Zhou Chengjian, to revitalize the brand through new retail strategies and live-streaming sales [4][8][10]. Financial Performance - Metersbonwe's total revenue for 2024 was only 681 million yuan, a drastic decrease of 49.79% year-on-year [10]. - The company's net profit for 2024 was -195 million yuan, a staggering drop of 715.45% compared to the previous year [10]. - In the first half of 2025, revenue further declined to 227 million yuan, down 45.23% year-on-year, with a net profit of 9.93 million yuan, a decrease of 87.07% [10]. - The cash flow from operating activities has been negative from 2022 to 2025, indicating severe cash generation issues [10]. Strategic Initiatives - Zhou Chengjian has engaged in live-streaming sales, achieving over 15 million yuan in gross merchandise value during his first 10-hour live stream [11]. - The company is attempting to pivot towards a "trendy outdoor" market with a dual strategy of "trendy outdoor + new retail" [12]. - Metersbonwe has rebranded with a new logo and slogan, aiming to attract a younger audience [12]. Historical Context - Metersbonwe was founded in 1995 and initially thrived by adopting a virtual operation model, outsourcing production while focusing on brand development [18][20]. - The brand gained immense popularity in the early 2000s, particularly after signing Jay Chou as a spokesperson, which resonated with young consumers [24][26]. - At its peak in 2011, Metersbonwe reported sales of 9.945 billion yuan and had over 5,000 stores [28]. Challenges Faced - The brand has faced intense competition from fast-fashion retailers like ZARA and H&M, which have more agile supply chains [35][36]. - Metersbonwe's slow product development cycle has led to a disconnect with current fashion trends, causing a loss of market share to faster competitors [36]. - The rise of e-commerce has further challenged traditional retail models, with Metersbonwe lagging in online sales strategies [38][39]. - The company's heavy reliance on franchise stores has resulted in operational inconsistencies and cash flow issues [41]. Inventory and Brand Perception - Metersbonwe has struggled with high inventory levels, with turnover days reaching 462 days, indicating poor sales performance [46]. - Frequent discounting to clear inventory has eroded brand value, leading to a perception of being similar to low-cost clothing retailers [45].

证券之星消息，9月15日服装家纺板块较上一交易日下跌0.55%，盛泰集团领跌。当日上证指数报收于 3860.5，下跌0.26%。深证成指报收于13005.77，上涨0.63%。服装家纺板块个股涨跌见下表： | 代码 | 名称 | 收盘价 | 涨跌幅 | 成交量(手) | 成交额(元) | | --- | --- | --- | --- | --- | --- | | 001234 | 泰克士 | 27.42 | 9.99% | 6.10万 | 1.64亿 | | 301276 | 嘉曼服饰 | 23.32 | 4.39% | 6.30万 | 1.43亿 | | 600400 | 红豆股份 | 2.74 | 3.79% | 155.18万 | 4.19亿 | | 603196 | 日播时尚 | 22.71 | 3.65% | 14.36万 | 3.16亿 | | 601718 | 际华集团 | 3.71 | 3.06% | 150.11万 | 5.45亿 | | 003041 | 直要美家 | 23.91 | 2.62% | 5.22万 | 1.23亿 | | 300577 | 开润股份 | 24.36 | 2 ...

Core Viewpoint - The article emphasizes the importance of prioritizing survival and practicality over maintaining one's pride and face, especially during difficult times. It illustrates this through various personal stories of individuals who have faced significant setbacks and chose to adapt rather than cling to their former status [6][23][25]. Group 1: Case Studies of Individuals - Zhou Chengjian, the founder of Metersbonwe, faced a decline in his company's performance and returned to the public eye through live streaming to generate income, demonstrating a willingness to set aside pride for survival [6][8][23]. - Feng Yang, once a wealthy company owner, lost everything due to poor decisions and had to start selling ice powder on the street, showcasing the drastic changes individuals may face in their financial situations [9][23]. - Actor Yu Qingbin transitioned to delivering food due to financial struggles, highlighting that taking on jobs perceived as lowly is sometimes necessary for survival [13][23]. Group 2: The Concept of Face and Survival - The article argues that maintaining face can hinder individuals from making practical decisions that ensure their survival, as seen in the stories of various individuals who chose to prioritize income over pride [11][23][25]. - It suggests that true maturity involves letting go of superficial concerns about appearance and focusing on real-life responsibilities, as illustrated by the experiences of those who have faced financial hardships [14][18][23]. - The narrative concludes that every effort made to earn money, even in less dignified roles, contributes to one's dignity and future respect, reinforcing the idea that survival should come first [28][23].

沪指9月12日下跌0.12%，申万所属行业中，今日上涨的有9个，涨幅居前的行业为有色金属、房地产， 涨幅分别为1.96%、1.51%。跌幅居前的行业为通信、综合，跌幅分别为2.13%、1.95%。纺织服饰行业 今日下跌0.12%。 605003 众望布艺 2.36 2.18 472.17 资金面上看，两市主力资金全天净流出536.40亿元，今日有6个行业主力资金净流入，有色金属行业主 力资金净流入规模居首，该行业今日上涨1.96%，全天净流入资金21.68亿元，其次是建筑装饰行业，日 涨幅为0.96%，净流入资金为7.21亿元。 主力资金净流出的行业有25个，非银金融行业主力资金净流出规模居首，全天净流出资金81.38亿元， 其次是电子行业，净流出资金为75.17亿元，净流出资金较多的还有通信、计算机、银行等行业。 纺织服饰行业今日下跌0.12%，全天主力资金净流入2.99亿元，该行业所属的个股共105只，今日上涨的 有32只，涨停的有2只；下跌的有69只。以资金流向数据进行统计，该行业资金净流入的个股有48只， 其中，净流入资金超千万元的有8只，净流入资金居首的是美邦服饰，今日净流入资金3.19亿元，紧随 ...

Core Viewpoint - The chairman of Meibang Apparel, Zhou Chengjian, is attempting to connect with the younger generation despite being at retirement age, as evidenced by his active presence on social media and participation in live streaming events [1][3]. Financial Performance - Meibang Apparel's stock price increased from 1.97 CNY per share to a peak of 2.94 CNY per share, marking a nearly 50% rise since September 1, 2025 [2]. - The company reported a significant decline in revenue, with a 45.23% drop year-on-year to 227 million CNY in the first half of 2025, and a net profit decrease of 87.07% to 9.93 million CNY [7]. - The revenue from men's clothing fell by 30.46% to 114 million CNY, while women's clothing revenue decreased by 23.57% to 62 million CNY [7]. Leadership and Strategy - Zhou Chengjian has returned to lead Meibang Apparel after his daughter, Hu Jiajia, stepped down due to significant losses during her tenure, which saw the company lose 3.2 billion CNY over seven years [6]. - Zhou has embraced social media, particularly Douyin (TikTok), where he has gained 83,000 followers and actively engages with consumers through live streaming [10]. - The chairman aims to reshape the brand's image to appeal to younger consumers by emphasizing youthfulness, trendiness, comfort, and cost-effectiveness [10]. Market Presence - The top five stores by revenue are located primarily in second-tier cities, indicating challenges for the brand in first-tier cities like Beijing and Shanghai [8]. - Zhou's live streaming efforts, including dancing and product demonstrations, are part of a broader strategy to revitalize the brand and engage directly with consumers [12].

经济观察报记者 张晓晖 2025年9月1日以来，上海美特斯邦威服饰股份有限公司（002269.SZ，下称"美邦服饰（002269）"）的 股价从1.97元/股涨至9月12日最高的2.94元/股，涨幅接近50%。美邦服饰董事长周成建因在直播间里跳 舞，更是登上了热搜。 9月4日，美邦服饰发布股票交易异常公告，称公司经营情况正常，内外部经营环境未发生重大变化；公 司、控股股东及实际控制人不存在关于公司的应披露而未披露的重大事项。 9月12日收盘，美邦股份（605033）股价再次涨停，总市值为74亿元。 今年刚满60岁的浙江企业家周成建，已到了退休年龄。其实他已经尝试过退休，把企业交给长女胡佳 佳，但是没有成功。 现在的周成建有两个身份：第一个身份是美邦服饰董事长；第二个身份是周裁缝，在抖音他自称是"裁 缝周成建"，认证的标志是美特斯邦威创始人。他说自己可以通过缝纫机的声音来辨别这个裁缝是个生 手还是熟手，缝纫机的声音就像音乐的音符，裁缝是一门技术，技术的背后是艺术。 业绩下滑 对浙江人而言，周成建的创富故事，耳熟能详： 1982年，周成建在青田创办青田服装纽扣厂；1986年，他因裁缝生意失败负债30万元，后在温州 ...

9月10日，美邦服饰（002269）盘中涨停，报2.79元。截至收盘，美邦服饰报收2.69元/股，涨幅为 5.91%，最新市值约68亿元。 在美邦服饰股价连跌两个交易日后实现重新上涨之际，60岁的美特斯邦威创始人、美邦服饰董事长周成 建一改昔日浙江首富的形象在直播间跳起了团舞，引发了大量关注。 直播首秀中，周成建透露，"美邦之前合作过很多网红明星，比如贾乃亮团队，现在都说是带货之王， 当时我们团队都说他很火很牛，我们就花了不少钱，至少几百万(请他)做了带货的合作，但后面效果真 的非常非常一般，效果和预期差距非常大，收入也很少。" 此次周成建在直播间跳团舞，意在笼络年轻消费群体。他在发布的抖音视频中表示，未来美特斯邦威的 品牌塑造，希望给消费者留下四大印象：一是年轻的，二是潮流的，三是适穿的，四是品质的，同时满 足性价比。 另外，新京报贝壳财经记者注意到，今年6月，周成建在其个人社交平台发布的视频中还推出了 LABUBU主题娃衣系列，通过潮玩元素吸引年轻消费者的用意已十分明显。 周成建复出一年多，业绩改善有限 1995年起家于温州一家专卖店的美特斯邦威，是许多"80后""90后"的回忆，曾一度被称为"步行街之 ...