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 ...

Core Viewpoint - The recent live-streaming event featuring the 60-year-old founder of Metersbonwe, Zhou Chengjian, dancing has garnered significant attention, with over 200,000 viewers, highlighting the company's attempt to engage with younger consumers through innovative communication strategies [1][4]. Financial Performance - Metersbonwe's parent company, Metersbonwe Apparel, has faced severe financial challenges, with net profit dropping over 80% in recent years. The company reported a revenue of 6.81 billion yuan in 2024, a year-on-year decline of 49.79%, and a net loss of 1.95 billion yuan, a significant decrease from the previous year's profit [8][9]. - The company's revenue has consistently declined from 54.63 billion yuan in 2019 to 14.39 billion yuan in 2022, with net losses recorded during these years [8]. Strategic Initiatives - Zhou Chengjian has re-entered the company to lead a transformation towards a "new retail 5.0" model, focusing on appealing to younger consumers and enhancing product quality and experience [4][11]. - The company is expanding into the trendy toy market and outdoor economy, launching the LABUBU themed clothing line and planning to open 50 urban lifestyle experience stores and 10,000 community stations nationwide [11][12]. - Metersbonwe's new strategy emphasizes "youthfulness, scene-based, and digitalization," aiming to cater to the diverse needs of Generation Z consumers [12].