Metersbonwe(SZ:002269) 经济观察报·2025-09-12 12:39Core 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].