According to the person in charge of the Meibang apparel company, the company identified the direction of brand upgrade and proposed a balanced development strategy of endogenous growth and expansion. In terms of endogenous growth, it is necessary to realize the docking of products and stores, increase the proportion of stocks and replenishment, and promote the transition from “pushing†to “pulling†in the supply chain model; while focusing on multi-brand and multi-series in terms of extensional expansion Expansion, refinement of channel expansion, and focus on future mainstream industries such as shopping centers, high-end communities and dense office areas, further deepening brand upgrades.
In the first half of this year, Mebon's ME&CITY further defined its brand positioning, repositioned and positioned business fashion, aged around 30-40, valued quality, and outstanding value for money. At this point, the entire audience coverage network for the entire leisure apparel market has been completed. The company's 2012 mid-year inventory is expected to be further reduced, and the inventory structure will be further optimized. The company's current inventory turnover rate is already above the industry level.
At present, the overall market size of the domestic leisure and leisure industry has reached a trillion, and it still has an annual growth rate of more than 10%. At present, Meibang Apparel Meters/bonwe has about 4,200 stores, of which nearly 700 directly-operated stores and more than 3,500 franchised stores. The ME&CITY brand has more than 600 stores, among which about 250 children's wear ME&CITYkids stores have basically achieved the layout of the first and second tier cities nationwide.
It is understood that the company's entire brand series has exhibited a wider, richer and more distinctive gradient structure since the beginning of this year, and the future development space is expected to further expand. Faced with the rapid changes of the international fast fashion giants and the dramatic changes in China’s channel structure, the company re-sorted its brand positioning and made the age positioning more clear and extended.
Among them, METERS/BONWE is located at the age of 16-25. The Tagline urban series is located at about 25-30 years old. The ME & CITY after repositioning is positioned for business fashion. It is about 30-40 years old, with emphasis on quality and outstanding value for money. At the same time, in the face of the huge children's wear market, the company also owns two brands, ME&CITY Kids and MooMoo, covering children aged 3-13 years, which has injected powerful new blood into the domestic children's wear industry. It is estimated that the revenue of ME & CITY Kids will reach 200 million at the end of 2012.
Taking into account that more than 40% of the company's revenue comes from direct operations, the company's current inventory turnover rate is already at the industry's upper level. Analysts pointed out that with the strengthening of the company's digestion of inventory, Midea Clothing's 2012 mid-year inventory is expected to further reduce inventory structure further optimization, operating cash flow continued to improve. The most difficult period for the company's operations has passed. In 2012, the balance sheet and cash flow statement were significantly improved.
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