Eliza Wong
From Billionaire to Livestream Dancer: Zhou Chengjian’s Bold Move
In a surprising turn of events, Zhou Chengjian, the 60-year-old founder and chairman of Metersbonwe, recently captivated over 20,000 viewers by dancing to a popular Jay Chou tune during a livestream. This wasn’t just a casual performance—it was a strategic effort to reinvigorate a fading brand and reconnect with a younger audience. Zhou, once Zhejiang’s richest man, is now leveraging social media to steer his company through turbulent times.
Zhou Chengjian’s journey from a rural entrepreneur to a billionaire is a classic tale of Chinese business success. However, recent years have seen Metersbonwe struggle with declining sales and mounting losses. His daughter’s seven-year tenure as chairman resulted in significant financial setbacks, prompting Zhou’s emergency return to leadership in 2024. Now, he’s betting on livestreaming and digital engagement to turn the tide.
Why Zhou Chengjian Is Dancing His Way Back into the Spotlight
Zhou’s livestream dance wasn’t merely for entertainment. It was a calculated move to align Metersbonwe with youth culture. Dressed in a white jacket, dark blue sweatpants, and sneakers, he moved to Jay Chou’s “Sunshine Nerd,” signaling a shift toward trendiness and accessibility. In a follow-up video, Zhou outlined his vision for the brand: young, trendy, wearable, and quality-driven, all at an affordable price.
This isn’t Zhou’s first foray into livestreaming. Since announcing Metersbonwe’s “New Retail 5.0” transformation in 2024, he has actively used platforms like Douyin to engage directly with consumers. He emphasizes that his goal isn’t to become a网红 (internet celebrity) but to build a sustainable model based on professionalism and product quality. As he stated in an open letter, consumers are growing tired of exaggerated performances and are increasingly drawn to informative, trustworthy livestreams.
The Rise and Fall of a Fashion Empire
Zhou Chengjian’s story began in 1984 when he started as an individual merchant. By 1995, he had opened the first Metersbonwe store in Wenzhou, pioneering brand连锁 (chain store) operations in China. The company quickly expanded, and by 2008, Zhou’s net worth reached $2 billion, earning him the fifth spot on the Forbes China Rich List and the title of Zhejiang’s wealthiest person.
However, success was short-lived. In 2015, Metersbonwe reported its first annual loss since going public, amounting to ¥432 million. The following year, Zhou handed over the chairman role to his daughter, Hu Jiajia. Under her leadership, the company struggled, accumulating losses of approximately ¥3.2 billion over five years. Declining sales, increased competition, and shifting consumer preferences contributed to the downturn.
Desperate Measures: Asset Sales and Financial Struggles
To stay afloat, Metersbonwe repeatedly resorted to selling assets. In 2024, the company reported a net profit of ¥76.78 million, largely due to the disposal of property in Nanchang. However, this one-time gain masked underlying operational weaknesses. By 2025, without such financial maneuvers, the company’s true challenges—declining revenue and profitability—became glaringly apparent.
Recent financial reports underscore these struggles. In 2024, revenue dropped by 49.8% to ¥681 million, with a net loss of ¥195 million. The first half of 2025 saw further declines, with revenue falling 45.2% year-over-year to ¥227 million. Although the company briefly returned to profitability in early 2025, it was largely attributable to non-operational income, not core business improvements.
Zhou Chengjian’s Livestream Strategy: A New Hope?
Zhou’s embrace of livestreaming is part of a broader effort to revitalize Metersbonwe. He has been critical of past strategies, including costly collaborations with celebrities. In one livestream, he revealed that the company spent millions partnering with actor贾乃亮 (Jia Nailiang), only to see disappointing results. Zhou believes that investing in self-run, quality-focused livestreams is more effective than relying on external influencers.
Beyond dancing, Zhou has explored other avenues to attract younger consumers. In June 2025, Metersbonwe launched a LABUBU-themed clothing line, tapping into the booming潮玩 (trendy toys) market. This move aimed to position the brand as a lifestyle choice for Gen Z and millennials, blending fashion with pop culture.
Market Reactions and Investor Sentiment
Investors have responded with cautious optimism. Metersbonwe’s stock experienced significant volatility in September 2025, rallying for five consecutive days—including two limit-up sessions—before correcting downward. By September 9, shares had fallen 5.22% to close at ¥2.54, though they remained up 27% for the month. This volatility reflects uncertainty about the company’s future and the effectiveness of Zhou’s new strategies.
Analysts remain divided. Some view Zhou’s hands-on approach as a positive sign, while others question whether livestreaming and niche collaborations can offset structural issues like high debt and intense competition. Fast-fashion rivals like Uniqlo and local brands have eroded Metersbonwe’s market share, making a turnaround increasingly challenging.
Lessons from Zhou Chengjian’s Comeback Attempt
Zhou’s story offers valuable insights for business leaders navigating digital transformation. First, adaptability is crucial. Despite his age, Zhou has embraced new technologies and platforms to stay relevant. Second, authenticity resonates. Consumers appreciate genuine engagement over scripted performances, as evidenced by the positive response to his livestreams.
However, challenges remain. Metersbonwe must balance innovation with financial stability. While livestreaming can boost short-term engagement, long-term success requires operational efficiency, product innovation, and sustainable growth strategies. Zhou’s return has yet to translate into significant financial improvement, highlighting the difficulty of reversing a prolonged decline.
The Road Ahead for Metersbonwe
Looking forward, Zhou faces an uphill battle. He must streamline operations, reduce costs, and differentiate Metersbonwe in a crowded market. Continued investment in digital channels is essential, but it must be paired with tangible product improvements and brand storytelling. The company’s ability to attract and retain young consumers will determine its fate.
Zhou’s journey also underscores the importance of leadership continuity and succession planning. His daughter’s tenure, while well-intentioned, exposed governance and strategic weaknesses. As Zhou reassumes control, he must ensure that the company is better prepared for future transitions.
Key Takeaways and Future Outlook
Zhou Chengjian’s livestream dance symbolizes more than a viral moment—it represents a resilient entrepreneur’s fight to save his legacy. While his efforts have generated buzz, tangible results remain elusive. Metersbonwe’s future hinges on its ability to execute a cohesive strategy that blends digital engagement with operational excellence.
For investors and industry observers, Zhou’s comeback serves as a case study in adapting to change. It reminds us that even established brands must evolve or risk obsolescence. As consumers increasingly value authenticity and experience, leaders like Zhou who are willing to innovate and connect directly with their audience may yet find a path to renewal.
What do you think? Can Zhou Chengjian’s livestream strategy revive Metersbonwe, or is it too little, too late? Share your thoughts and follow our coverage for updates on this evolving story.
