On October 17, in Wenzhou, a significant conversation unfolded regarding the challenges and triumphs of China’s clothing industry, particularly through the lens of one resilient individual. “When we talk about essentials like clothing, food, housing, and transportation, clothing comes first, representing one of the stalwarts of traditional manufacturing. The clothing industry in China has been through numerous transformations—shifts in technology and retail methods—but one thing remains unchanged: the unwavering perseverance and determination to succeed.”
Zhou Chengjian, now in his 60s, is ready to re-enter the fray, leading Shanghai Metersbonwe Fashion & Co., Ltd. as he chronicles the audacious spirit and steadfast dedication of veteran entrepreneurs.
Metersbonwe is a name that cannot be ignored in discussions about China’s clothing sector, and its journey is an emotional topic for many. Founded in 1995 by Zhou Chengjian in Wenzhou, Zhejiang, the brand started with its first dedicated store, pioneering a franchising model. With the endorsement of popular celebrities, the slogan “Metersbonwe takes the unconventional path” quickly became well-known. By 2008, the brand made its public debut on the Shenzhen Stock Exchange, becoming the first A-share player in the casual apparel market. Zhou’s wealth soared, and he topped the Forbes list of China’s billionaires that year.
As revenue skyrocketed, Metersbonwe expanded aggressively, boasting over 5,000 stores nationwide by 2013, earning the moniker “King of Pedestrian Streets.” However, challenges soon emerged. High inventory levels and competition from emerging brands hindered the company’s adaptability, resulting in a decline in revenue—culminating in a major loss in 2015 and leading to painful decisions like asset sales and store closures.
“In that period, Metersbonwe faced a wave of skepticism and concern, but I viewed it as support and guidance,” Zhou shared in an interview. “The voices from society helped me discern what needed to be pursued and what adjustments needed to be made.”
With an unyielding spirit, Zhou implemented several strategic measures, including closing underperforming stores, reorganizing supply resources, and diversifying retail channels. Venturing into local lifestyle services has become a crucial strategy for Metersbonwe’s resurgence. “The competition in the clothing sector has become intense,” he explained. “Our local lifestyle services allow consumers to purchase gift vouchers online and redeem them offline, helping mitigate the excessive resources consumed by e-commerce returns.”
In the first half of 2024, Metersbonwe reported a revenue of 414 million yuan, a 25.80% decline year-on-year, but a net profit of 76.78 million yuan, showing a remarkable growth of 648.07%. “After nearly a decade of ups and downs, we have continually explored new opportunities. This year, we transitioned from losses to profits—a fresh start, and I will keep pushing forward,” Zhou said.
Reflecting on the entrepreneurial spirit in Zhejiang, it’s noted that one in every 6.5 people there is a business owner, many of whom rise from humble beginnings, embodying the spirit of resilience and hard work. Zhou is one such example. Born in 1965 into a farming family in Lishui City, Zhejiang, he initially trained as a bricklayer. Finding the tailoring trade a bit more manageable, he ultimately dove into the clothing industry.
Before long, he opened a garment factory in Wenzhou, where he noted a lack of innovation among thousands of local clothing companies, which merely replicated existing trends and engaged in unhealthy competition. “To break out of that cycle, I decided to establish my brand, Metersbonwe,” he recalled.
For Zhou, the key to success in fast fashion lies in leading trends and speedy logistics. As a pioneer, he moved his design department to Shanghai in 1998 to tap into the city’s proximity to international fashion trends. In 2003, despite opposition, he relocated the company’s headquarters from Wenzhou to Shanghai, marking the beginning of a rollercoaster journey.
Under Zhou’s leadership, Metersbonwe experienced both meteoric success and significant decline. In 2016, he passed the reins to his daughter, Hu Jiajia, but her tenure did not yield the expected results, leading to losses. Early in 2024, Zhou took the helm again.
Once back at Metersbonwe, he rekindled his initial entrepreneurial spirit, even living at the office to fully immerse himself in the business. “If I had a thousand more choices, I’d still choose the clothing industry,” Zhou confessed. “Previously, my love for fashion was somewhat passive; today, it keeps me invigorated.”
Looking ahead, Zhou acknowledges the vitality of the private sector in China’s 75 years, highlighting its role in stable growth, innovation, job creation, and improving living standards. With three decades under Metersbonwe’s belt, he believes the principles of quality content, exceptional products, and good consumer experiences remain core to market success. “These principles were valid 30 years ago, and they still hold true today.”
Corporate growth also relies on government support. “The policies aimed at fostering a good environment for the private sector and enhancing opportunities are essential,” Zhou noted. “They assure us of a fair competitive landscape which effectively propels private enterprises forward.”
As a seasoned entrepreneur, Zhou encourages the new wave of young business owners to stay grounded and genuinely meet consumer needs. Dressed in a stylish blue denim jacket and printed T-shirt, he exudes optimism as he reflects on the future. Clearly, Zhou Chengjian embodies the spirit of Metersbonwe—its most compelling brand ambassador.
