Reflections On The Withdrawal Of High-End Brands From Wangfujing

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< p style= "text-align: left > > domestic leisure" a target= "_blank" href= "//www.sjfzxm.com/" dress > /a > the giants are not going smoothly in the high-end layout.

Yesterday, the Beijing Commercial Daily reporter found that the high-end brand ME&CITY of Metersbonwe, which is located on the Wangfujing Pedestrian Street (hereinafter referred to as "American bond"), has disappeared from Semir's acquisition of GXG.

In response, the US side responded that it was mainly due to higher rents.

However, in the industry view, the company's unclear positioning of ME&CITY and the impact of fast fashion are the fundamental reasons for its "farewell to prosperity".

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< p > it is understood that ME&CITY, located in Wangfujing, once had an independent store, and Smith Barney once regarded it as an image shop. However, at present, the ground floor of ME&CITY has become the American men's casual wear.

Wangfujing Street Pedestrian salesman confirmed that ME&CITY store had been removed in January 1st.

Not only in Beijing, but in 2012, the United States closed its 2000 square meters flagship store in Huaihailu Road, Shanghai, in 2009.

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< p > to evacuate the Wangfujing yesterday, Ye Hua, a marketing department of the United States brand center, responded to the Beijing Commercial Daily reporter, mainly considering the rent of the shops, and in addition, it had a certain relationship with the commercial situation in the area.

At the same time, it emphasized that "opening shops and closing stores is normal".

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< p > the industry claims that the business state of the US state is not good, but it is ME&CITY's own poor sales in the region.

"Its performance and rents have become seriously upside down, and can not be maintained until they are closed.

This is also a compelling choice. After all, the store has a certain impact on the brand. "

An unnamed "a target=" _blank "href=" //www.sjfzxm.com/ > clothing "/a" industry veteran said.

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< p > when asked about the sales situation of ME&CITY, Ye Hua said that the annual report was being produced, and the specific data could not be disclosed.

Prior to this, Yin Jianxia, vice president of the US state, once said that the sales revenue of ME&CITY brand was about 900 million yuan in 2012. Due to the overall weakness of the clothing retail market, the ME&CITY brand suffered a certain decline in its revenue and has not yet realized its profit.

So at the beginning of last year, Zhou Chengjian, chairman of the US bond company, had said that he would abandon the original multi brand expansion plan, focus on existing brands, and highlight differences.

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< p > senior industry insiders believe that "a href=" http://:http://sjfzxm.com/news/index_p.asp "Mei Bang" /a "unclear positioning of ME&CITY is the main reason for its continuous closure.

"Five years ago, the United States and the United States focused on students' clothing and made fashionable, dynamic and dynamic clothes.

But later, the dynamic movement has not been thoroughly studied, and has begun to do middle-aged and children's clothing, multi brand expansion, resulting in the speed of no foreign fast, brand has not yet set up, resulting in now lost itself.

The industry said.

In addition, the location chosen by ME&CITY is opposite to ZARA, H&M, GAP and other fast fashion brands. "Compared with ME&CITY products, they are slow to update, unable to keep up with the speed of logistics and attractive, and are in deep competition with international brands."

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< p > as for the future orientation of ME&CITY, Ye Hua did not disclose it.

A public report at the end of last year showed that the United States wanted to focus its women's clothing on fast fashion.

"For a more fashionable style, the company takes small batch and quick response, drawing on fast fashion operation practices, through product managers and buyers.

At present, more than 50% of ME&CITY summer clothing is dependent on this way of operation. Future Ltd will rely more on this way in women's wear. "

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