Metersbon Weichai relies on direct sales stores

Discounting and inventory clearance have become Metersbonwe's top priority this year.

Huge inventory has put pressure on this brand that has performed well in the stock market. On September 30, 2011, the inventory of Metersbonwe was 2.9 billion yuan, and in 2009, this figure was only 900 million yuan.

It is understood that Metersbonwe has been committed to a sound management model for many years. Different from other fast fashion brands, Metersbonwe has been developing in a flat direction. “When the bad market happens, our channel department will consider the issue of pressing. Because our channel is a flat management, the brand strategy will be well communicated and implemented.” Metersbonwe a high-rise Indicated.

Metersbonwe's current strategy is to provide timely feedback on market sales needs, and at the same time conduct unified sales and discount promotions. “From the store to the network sales, as long as it is the direct channel of Metersbonwe, the discount strategy has been conveyed. At present, 50% of our sales are based on our own channels to achieve sales.”

In some second-and third-tier cities, Metersbonwe is not yet able to achieve direct operations, it will control the size of franchisees, only allows franchisees to master one or two stores, thus ensuring the brand's right to speak and the store's Executive force.

It is understood that nearly 70% of Metersbonwe's sales come from dealers and franchisees, and 30% of sales come from directly-operated stores. In direct sales stores, the area is often very large, even reaching the level of flagship stores.

According to industry sources, “The price of garments is 30% off, and the maintenance fees for shopping malls' rents and various relationships require 30%. The remaining 30% is the cost of labor and logistics warehousing, and only 10% falls into the pockets of brand owners. ”

However, Yang Yeqing, a brand marketing expert, does not quite agree with Metersbonwe's practice of clearing inventory with direct sales stores. “Direct sales stores are on a prosperous road and storefronts are very expensive, occupying store resources to handle low-value products and put into production. Out is not equal."

“Excellent storefront resources are given to the products that have opportunities and more current trends to bring about the maximization of benefits.” Yang Yeqing believes that it will be more appropriate to hand over inventory to lower-end small and medium-sized agents.