Meibang Used Internet To Transform Physical Stores

In this round of industry adjustment, store closure and store form optimization have always been an important proposition in the footwear and clothing industry. In 2014, Meibang still suffered from the pain of closing its stores, although the data showed that there were still more than 4000 stores last year.

"Meibang will definitely deepen its own brand with the thought of 'Internet+', so that its own brand can constantly adapt to the needs of the post-90s consumer group," Zhou Chengjian told reporters. After three years of declining revenue and net profit, what kind of transformation thinking will the former 10 billion giant bring to the clothing industry?

For closing stores, Zhou Chengjian is more willing to regard it as a reflection after the crazy expansion of the industry in the past. "In the era of channel as the king, many enterprises smashed channels in the past, and many of them certainly did not make money, but even so, they continued to open stores. There were many similar situations in the direct marketing system of Meibang in the past." Zhou Chengjian believes that in the era of mobile Internet, channels are no longer the king and traffic is the king, and its biggest feature is to select and borrow a point to release the biggest role.

On the one hand, it is suffering from the pain of closing stores, on the other hand, it is necessary to carry out a round of "revolution" in stores. In the face of this situation, the approach taken by Meibang is to step on the "air outlet" of mobile Internet.

Just a year and a half ago, they quietly launched an upgraded store with the thinking of "one city, one culture". The store has electronic video display experience of products, electronic appointment fitting experience and other services, which they hope to increase the stickiness of consumers. "This store model is a success, but in the present view, it is not enough." In the face of a reporter's question, Zhou Chengjian revealed that under the thinking of mobile Internet, in the future, we should make assets and stores lighter, let stores use smaller areas to carry more capacity, and let operating costs drop significantly.

At the headquarters of Meibang in Shanghai, the reporter saw a new store form - Yunmen Store. Its design style is more fashionable: for example, the rich colors of colorful glass create a sense of space; The area of the fitting room is not only larger than that of traditional stores, but also has added electronic equipment. If consumers feel that the size or color is not appropriate, they can select and replace it through electronic equipment. Clothes can slide into the fitting pieces through a special pipe Fitting process Simpler.

"In the same sale Under the area, Yunmen Store displays as many product styles and combinations as possible Traditional stores Display increased nearly 3 times SK U. "The head of the marketing department of Meibang disclosed to the reporter that consumers can pay online by scanning the code after selecting clothes. If you don't want to carry a large bag of clothes, you can also choose to express them home. What surprised the reporter most was the appearance of third-party brands such as Nike and Converse in Cloud Gate Store.

Join a large number of high-quality products with a similar life attitude to Meibang, and use a variety of electronic mobile devices, including fitting rooms, cash registers, payment systems, etc., as well as model A in the future The PP platform supports purchase and online payment by scanning codes to realize a real one-stop shopping process. To sum up, it should be the "cloud" concept that Zhou Chengjian is working on, which will also be the core product promoted by the new development channel of Meibang. As for traditional stores, the head of the above Meibang Marketing Department said that they would carry out interconnection transformation, and let traditional stores embrace the Internet by integrating upstream supply chain resources, so as to make assets lighter and operating costs lower.