What happened to Metusbon Wei, who was exposed to arrears: "Don't take the road of ordinary way"

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The aging of the brand may be the essential reason why the United States cannot develop

Recently, "Meetusbon Wei was exposed to a large arrears of wages." The incident appeared on the hot search, and the news of suspected Meibang clothing employees appeared publicly on the social media platforms. It is reported that Meibang Clothing has owed employees' wages since March this year, involving employees in Shanghai, Tianjin and Chongqing.

"Wolongs and phoenixes on Pedestrian Street will also owe salary?"? In the eyes of many consumers, Metusbon Wei had carried a generation of youthful memories. After Jay Chou endorsed, the slogan of "not taking ordinary roads" continued to come out. It seems that the volume is getting smaller and smaller.

Data show that in 2021, the per capita consumption of people in my country reached 1,419 yuan. Compared with developed countries, my country's clothing industry still has room for development. How can Metus Bonwell be here? Some people in the industry analyzed China News Weekly that when Jay Chou was invited to endorse, the entire network environment was relatively simple, and a trend became popular quickly, but now it has come to the age of big data. To make a system of decision -making. "It's like building a tall building. The pillars are not done well.

It is difficult to pay for 4 consecutive months

In the "Meetsbonwe" entry, there are about dozens of suspected US employees who have publicly discussed the wages of the United States. In a video circulating on the Internet, some employees have traveled to the Shanghai headquarters of the United States to hold a banner for salary.

On a social media platform, a netizen who described the employees of the United States uploaded a notice from the United States issued by the United States since this year, involving wages issued in March, April, May, and June. "When it is restored to normal distribution, it is unknown."

In the notice of delaying the salary of June, since the epidemic occurred, the company's operations were very seriously affected, cash flow was tight, and negotiated with the trade union committee. Wages are issued normally and gradually supplement the salary.

A US -Bang employee told China News Weekly that the informed influence of this year was influenced by this year, and Metus Bangwei did have arrears wages from March and affected most employees. "After leaving in July, I contacted the manpower and asked about the salary, but the feedback of manpower was the earliest issued in September, and it was issued in batches, which may not be able to get in September."

"It is very anxious every day on the 15th paid day, for fear that the salary will not be paid. Before 2020, the salary was owed, and the arrears of salary was not settled until mid -2021." The above employees also pointed out that this is not Mitter. Sibangwei owed salary for the first time.

Another store where Meibang employees were in the city had previously closed the store due to poor management. He mentioned that the company did not notify in advance, and did not even have the buffer time for jobs. "The company asked us to sign a resignation agreement, and the compensation was not in accordance with the law, but we have not paid for four consecutive months.

By the end of July, due to the unable to pay, Meibang began to allow employees to sell goods through the company's e -commerce applet "Bang Shopping". It is reported that each employee's indicator is 1,500 yuan. In addition to the commission you deserve, you can also get it. 50%of the personal promotion of net sales pay for themselves.

"At present, the most critical question is whether it can be fulfilled." The above -mentioned employees questioned whether the United States has violated relevant laws.

Wang Zheng, a Beijing Yida Law Firm, told China News Weekly that the above -mentioned behavior of the United States in accordance with the law is unreasonable, and the unit cannot unilaterally change the salary distribution method. However, if the employee accepts it, it is fulfilled according to this method. It is deemed to have changed the terms of the labor contract in consultation between the two parties. It is more difficult to defend rights.

According to the public information released by "Pudong", Hu Jiajia, chairman of Meibang Clothing, has talked about affected the impact of the epidemic, and the company's product sales and logistics transportation are facing a lot of challenges. Zhang Li, the person in charge of the financial financial leaders, said that the introduction of the bailout policy alleviated the pressure of cash flow and ensured the timely issuance of employees' wages. However, according to the people close to Meetsbonwell, from April to the present, the employees of Metusbon Wei have been sharply reduced from 2,500 to 1,500. At present, many employees have chosen labor arbitration.

Missing online dividends

In 1994, Metusbon Wei, born in Wenzhou, Zhejiang, caught up with the trend of the market economy. At that time, there was money in the country's pockets, and he began to pursue personality and trend in clothes. And Hong Kong -owned Holdings Zandanu, Benny Road, and Zhenvis are relatively biased towards business and formal. Metzbonwei happened to "not go to ordinary roads" and aimed at young people. At that time China.

At that time, young people had a high degree of acceptance of the United States. In 2007, Meibang's revenue was 3.1 billion yuan, the total profit reached 433 million yuan, and the gross profit margin was as high as 38.84%. The market share was 0.95%, ranking first in China. In 2008, Metusbon Wei was listed on the Shenzhen Stock Exchange, becoming the "first share of A -share leisure clothing", with a market value of 38.9 billion yuan.

Since then, the United States has still moved forward. In 2011, Meibang achieved revenue of 9.945 billion yuan, an increase of 32.59%year -on -year, and net profit exceeded 1.2 billion yuan.

People in the industry have high hopes for the United States, hoping that Meibang's revenue will exceed 10 billion yuan and grow into a clothing giant. The founder Zhou Chengjian also proposed to do "the tailor of the world", which supports this dream mainly the "virtual business" model of the United States. It is about to produce outsourcing. Sales mainly depend on franchise stores. According to data, in 2012, Meibang had 5,220 direct -operated stores and franchise stores across the country, of which 3,914 franchise stores and 1306 directly operated stores.

New retail experts Xijiang told China News Weekly that 20 years ago, Meibang was indeed the founder of the leisure service field. At that time, the light asset operation model implemented by the United States was placed on the outside. Rise, expansion scale.

Zhang Yi, CEO CEO, pointed out that this method was very advanced at that time, but this model relies heavily on the designer's grasp of the trend. Once the trend of the consumer market is not well grasped, it is easy to produce useless products, "equivalent to putting eggs in a basket."

In fact, in 2012, Meibang's performance declined, revenue decreased by 4%year -on -year, and net profit decreased by 30%year -on -year. The annual report disclosed the reason that the backlog of inventory goods and the competition of domestic and foreign brands. The most important point is that people are used to buying clothing online. According to public data, e -commerce has flourished in the past 10 years, and the online penetration rate of the clothing industry has increased from 0.4%in 2010 to 36.6%in 2020.

In the past few years, Meibang has been trying to transform, spending hundreds of millions of yuan to build its own e -commerce channels and APPs, but endlessly. According to the financial report, the US -Bang online revenue did not exceed 30%of the total revenue in 2021, and most of the sales were derived from Tmall.

However, from statistics, the online share of the clothing industry has begun to shift from Tmall to new channels such as content e -commerce and live e -commerce. According to Magic Mirror data, since 2022, the sales of the US -Bang's Tao system have been severely frustrated, and the sales of 5 months have fallen by about 70%year -on -year.

Li Mengzhu, the director of the Magic Mirror Market Intelligence Research, told China News Weekly that the sales of Metus Bonway's sales in the Tao system were very obvious. gap. "In fact, there is no memory point in the United States, consumers will not have attention, and without betting, it means there is no traffic."

Zhang Yi analyzed that the recent performance of Meibang shows that the sensitivity of the entire company is not enough, and the risks are concentrated on the designer. When Jay Chou was invited to endorse, the entire network environment was relatively simple, and a trend was very popular, but now it has come to the age of big data. You can see that the United States has not established a system that has made decisions through data. "It's like building a tall building. The pillars are not done well.

Three years of loss of 2.1 billion, which way can you go?

The "arrears of salary" had not yet been paid, and on August 8th, the United States was exposed to the two subsidiaries of nearly 530,000 yuan. Earlier, Meibang has sold assets several times to maintain the company's operation.

In March 2021, Meibang Clothing announced that the company and the holding subsidiary Shanghai State Purchase Information Technology Co., Ltd. intends to sell 100%equity of Shanghai Mode Industrial Co., Ltd., which is jointly held, with a total of 448 million yuan. In April, Meibang Clothing announced that it intends to sell 10.1%of Shanghai Huarui Bank Co., Ltd. of 420 million yuan in cash. However, the Announcement on August 6 this year showed that the incident had not been licensed by the Banking Regulatory Commission.

Judging from the financial report data, Meibang has been losing money since 2015, and only few years have achieved micro -profit. In the three years of 2019, 2020 and 2021, the three -year loss of US Bang lost more than 2.1 billion. Recently, Meibang Clothing issued a pre -losses in the first half of 2022, and it is expected that the loss of net profit at the mother is 620 million yuan to 680 million yuan, which has expanded by more than 10 times year -on -year.

Since 2019, the United States has increased its efforts to adjust brand strategies and channel strategies. Data show that from 2019 to 2021, Meibang's clothing stores decreased by 1,871, and after shrinking the operating area, the income scale continued to decline.

The above -mentioned US -state employees revealed that the US Bang has been owing the supplier's money in the past few years, and the more arrears and more. Although Meibang was new and normal in the winter of 2022, clothing in the spring and summer of 2023 was under development, but it was very difficult to advance on the supply chain side, which was caused by the influence of funds. "Many suppliers have not paid the money in time, and some people will come to account when they are in the New Year."

China News Weekly contacted a US supplier, the supplier has previously cooperated with the United States, revealing that it has owed money since the past few years. "Generally, the contract will be signed according to 235 (20%deposit+30%of the payment+50%tail), but the United States will pay like a toothpaste. It is basically difficult to pay at the appraisal time. After learning about some situations, it will reduce it. Cooperation with them until now there are still some arrears that have not been paid. "

The above suppliers pointed out that the problem of the USbon is to enter a dead cycle: the inventory cannot be sold, there is no cash flow, and there will be no cash flow without cash flow. In the long run, the supplier can only continue to supply the goods with a scalp, otherwise they will not get the money at all, and the employees can only continue to work and sell clothes, otherwise they will not get wages.

"The aging of the brand may be the essential reason for the development of the United States." Li Mengzhu said that with the rise of social media and live e -commerce companies, the brand needs to find the core selling point and resonate with consumers to differentiate. In recent years, many emerging clothing brands have risen, based on enterprises to seize the bonus of online growth and grasp the trend. Xijiang mentioned that before the consumption upgrade, casual clothing is a large category, but with the refinement of lifestyles, sports, outdoor categories, and many categories have begun to divide their share. Learn new retail models such as e -commerce and live e -commerce.

According to public data, the market concentration of China's clothing industry is low, and competition is fierce. Companies with the top ten market share account for only about 5%. The field of affordable clothing where Meibang is located is even more competitive.

Zhang Yi believes that the United States needs to be self -rescue. First of all, the cost must be compressed. Launch new brands for operation and adhere to refined operations.

Author: Meng Qian ([email protected])

Edit: Li Zhiquan

Operation editor: Wang Lin

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