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勇闯户外,美邦难“变现”
Bei Jing Shang Bao· 2025-07-17 11:21
Core Viewpoint - Meibang Apparel has struggled to find effective methods to revitalize its performance despite significant reforms over the past year, with a projected net profit decline of approximately 90.88% to 86.98% for the first half of 2025 [1][3] Financial Performance - The company expects a net profit of about 7 to 10 million yuan for the first half of 2025, a drastic decrease compared to the previous year [1] - In the first half of 2024, Meibang Apparel reported a net profit of 76.78 million yuan, a year-on-year increase of 648.07%, while the non-recurring net profit was 8.12 million yuan, up 133.7% [3] - The company’s net profit for 2024 was reported at a loss of 195 million yuan, with revenue down 49.79% [4] - For the first quarter of 2025, revenue and net profit fell by 48.74% and 90.62%, respectively [4] Strategic Transformation - Meibang Apparel announced a strategic shift towards the outdoor sector, aiming to become a well-known outdoor brand, which includes the implementation of a "5.0 new retail strategy" that integrates various retail methods [3][4] - The company plans to establish 50 urban lifestyle experience centers and 10,000 community service stations as part of its new retail model [3] Market Challenges - The founder of Meibang Apparel expressed concerns about the low barriers to entry in the fast fashion sector, indicating that the outdoor market presents a more substantial opportunity due to growing consumer demand [4] - However, industry experts suggest that entering the outdoor market may not be timely for Meibang Apparel, as competition is fierce and the company lacks significant technological advantages [4][5] Operational Issues - Reports indicate that Meibang Apparel's e-commerce headquarters in Hangzhou has been vacated, and many suppliers have reportedly left the company [5] - As of the end of 2024, the company had 54 direct stores and 553 franchise stores, with a net increase of 29 direct stores but a net decrease of 235 franchise stores [5] - During the 2024 autumn and winter ordering period, over 200 suppliers chose to abandon Meibang Apparel, and the company's procurement volume decreased by 31.84% [5]
三年开万店,昔日步行街之王要做「社区之王」?
3 6 Ke· 2025-04-29 02:28
回归美邦服饰(以下简称"美邦")一年后,创始人周成建给美邦定了一个激进的目标,周成建希望用三年的时间,将美邦带入「万店」时代。 01 2025年开1000家! 周成建的野心能实现吗? 4月27日,美邦官方微信公众号"美邦人"发布一则推文,除了公布美特斯邦威秋冬新品评审会成绩外,还公布了最新开店计划,五一期间,美邦全国66家 生活馆开业。 大量开店的背后,藏着周成建的野心,就在不久前,周成建刚刚公布了自己的目标:美特斯邦威计划开设1万家生活馆,在1000天之内完成,2025年计划 开出1000家。 按照周成建的构想,1万家门店中,单店销售额在300万元的门店占50%,500万元左右的店占比20%,700元至800万元的占20%,超1000万元的则会有100 家左右,占比10%。 图源:美特斯邦威官方微博 周成建将这种门店称之为「生活馆」。 通俗的讲就是用户通过抖音、淘宝等本地平台购买券,到生活馆核销和体验产品。 以抖音为例,《联商网》查阅发现,美邦抖音推出199元代500元、299元代1000元、499元代1300元、599元代1650元、699元代2000元等多项优惠活动,针 对五一开业的门店,还特别推出了6 ...