Metersbonwe(SZ:002269) Di Yi Cai Jing·2025-09-10 08:09Core Insights - The chairman of Meibang Apparel, Zhou Chengjian, personally participated in live streaming sales, achieving over 45 million in sales across two sessions, indicating a shift in brand communication strategies [1] Group 1: Live Streaming Performance - The first live stream attracted over 3.78 million views, generating a GMV (Gross Merchandise Value) of over 15 million [1] - The second live stream saw views surpassing 7.5 million, with total sales exceeding 30 million, and the highest single product sales reaching over 4 million [1] - A total of six products achieved sales exceeding 1 million during these live streams, showcasing the effectiveness of Zhou's approach [1] Group 2: Brand Communication Strategy - Zhou Chengjian emphasized the need for brand communication to adapt to modern consumer scenarios and the internet ecosystem, moving away from traditional advertising methods [1] - Previous collaborations with celebrity influencers yielded unsatisfactory results, prompting Zhou to take a more hands-on approach [1] - The development of personal IPs is seen as a future communication channel between the company and consumers, highlighting a strategic pivot in marketing [1]