In The Fashion Week Of Shanghai, The United States Unveiled Its Show To Strike "Made In China" And "New Middle Class".

Inside the show, there are huge mirrors. On both sides of the T stand, a long LED lamp is hung from the ceiling to simulate the appearance of the white clouds.

The models are divided into three groups.

The brand side divides the 73 sets of Look into three styles: Essential (minimalist) Smart (business) and Modern (Mo Deng).

Music grows from softness to rhythm.

According to the order of the show, the color changes from the blue to the black and white.

Transition from soft linen to functional fabric and cortex.

This is the opening ceremony of Shanghai fashion week Xintiandi Taiping Lake main show, Me&City 2019 spring summer series.

According to the information provided by the brand side, this series uses high domestic specifications such as high staple Xinjiang long staple cotton, Heilongjiang Lanxi flax, Huzhou silk, Ordos wool and Ningxia cashmere.

To highlight the theme of "Me, Made in China".

The target group is "China's new middle class", but the brand side has not explained the specific meaning of the new middle class.

Among many of the department store brands seeking pformation, Me&City's parent company is also struggling.

After its listing in Shenzhen Stock Exchange in 2008, its performance in the first 4 years was strong.

Revenue declined for the first time in 2012 to 4% yuan to 9 billion 510 million yuan.

From 2013 to 2016, the number of stores decreased from nearly 5000 to more than 3700.

In the early days of Me&City, Miller tried to use the image of Metersbonwe. He invited the hero of the US prison break to speak on behalf of the stars.

In the sales channel, the mode of "Direct stores + franchised stores" expands nationwide, focusing on the establishment of Direct stores in the first tier cities, while the franchisees are mainly concentrated in three or four line cities.

However, as the garment production cycle is 60 to 80 days, the supply chain is slow, and the stores are expanding rapidly, but the inventory is high, and it is also affected by the fast fashion brands such as UNIQLO and Zara.

A large number of star marketing investment has become a heavy burden.

The pformation strategy of the United States is to seek brand diversification, subdivide the brand style, and get rid of traditional street shops in shopping centers, and take the three or four tier cities as the focus of development.

Its brand besides Metersbonwe and Me&City, also includes benchmarking.

CH 'IN Kei, and two children's wear brands, Moomoo and ME&CITY KIDS.

Last July, Zhou Chengjian, founder of Metersbonwe, said in a media interview that Me&City's current benchmarking brand is Zara: "we must be different from Zara, not Zara Shanzhai; we have to do better than Zara's better quality and cost-effective lifestyle."

Judging from the current price tag of Tmall flagship store, the price of women's clothing in autumn and winter ranges from 400 to 2000 yuan. The price of women's clothing in spring and summer ranges from dozens to hundreds, slightly higher than that of Zara.

Zhou Chengjian also said that in the future, more stores of 1000-2000 square meters will be opened in the shopping center. "We need to do a thorough experience of the whole product category for consumers, and cooperate with the shopping center's location strategy around the main store."

According to the statement in 2017, the "newly signed wholesale and investment partnership has recently signed an area of over 200 thousand square meters."

However, in April this year, the 2017 financial report released by Smith Barney showed that the group's annual loss was 300 million yuan. Although the retail sales of Me&City brand grew by 21% year-on-year, it was slightly lower than that of last year's 24%.