Metersbonwe Internationalization Process

People have not yet recovered from the huge billboards of Metersbonwe (Meters/bonwe), which were surprised by the Transformers II: "Metersbonwe's comeback" last year, and the pace of Metersbonwe's internationalization has taken a big step forward.

This time, it was associated with the Dreamworks behind the Kung Fu Panda.

In March 7, 2010, Metersbonwe and DreamWorks jointly launched new products, accompanied by rock band and hip hop dance team, dressed in dream T-shirt cartoon models of Chinese and foreign models to take turns, the scene has become "Madagascar", "tame dragon", "Kung Fu Bear", "Shrek" these audiences are familiar with the cartoon characters of the reality show.

The commercial secret behind this show is that Metersbonwe has been authorized to have nearly 20 cartoon characters of DreamWorks, and Metersbonwe has launched its own new animated cartoon Meters/bonwe TEE (MTEE) series. This is the largest cross-border licensing cooperation between Chinese local clothing brands and international creative cartoon factories so far.

"This cooperation will last 3 years," Sheila Clarke, director of global operations at the American dream factory, told the Global Entrepreneur: "Metersbonwe is undoubtedly one of the best platform for our upcoming movies in China, such as the 3D version of Kung Fu Panda 2" this summer.

"Cooperation with DreamWorks is undoubtedly a topic."

Wang Quangeng, director and general manager of Metersbonwe Brand Company, said.

Unlike fast fashion clothing brands such as H&M, which are commonly used by designers, the focus of MTEE is to help Metersbonwe achieve internationalization. It is by no means the one or two season of fast food sales.

Wang Xianran is keen to continue this topic cooperation: Metersbonwe MTEE will continue to cooperate with Shanghai art film studio, "black cat Sheriff", "havoc heavenly palace" and "sea of Na Zha" series. After that, the Hello Kitty series, which is working with Japan's San Li Gu, will also be listed.

As a "super imitator" in the fast fashion industry, Metersbonwe is clearly trying to find a way to internationalize the pformation: Metersbonwe and Me&City are separately propagate and operate as the two brands of the group. The latter strives to fully internationalize the image with a strong publicity and downplay the background of Metersbonwe group.

Now, after the cross-border cooperation of Transformers, the strategic cooperation with the international creative cartoon manufacturers has become the highlight of Metersbonwe.

Unlike people's imagination, this is not a long negotiation.

"Communication between the two sides is not as difficult as it may be," Wang Quangeng recalls.

In contrast, the negotiations between Metersbonwe and Transformers are much more difficult, because the lack of mutual understanding between Hollywood blockbusters and Chinese clothing brands has led to poor communication, and the negotiation of the implanted advertisement lasted for two years before signing the contract.

The turnaround originated from Transformers's producer's visit to China. The other side made a secret visit to Metersbonwe's shop in Nanjing East Road, Shanghai. The visual "amazing" became the turning point of the whole negotiation.

This cooperation has successfully pulled the sales of the "Transformers" series of summer wear in the store. Metersbonwe has been awarded the "Transformers (Asia) best global licensing provider" award, which opens its first door to the international stage.

As a result, Transformers has indirectly become the "matchmaker" of DreamWorks and Metersbonwe.

"We were impressed by Metersbonwe's cooperation with Transformers last year," Sheila Clark said. "Metersbonwe's creativity is impressive."

With the "Transformers" as the foundation template for cooperation, through the high-level direct meeting and communication, the Shanghai people's square physical shops and related factories visit, Metersbonwe soon reached a strategic partnership with DreamWorks for a span of three years.

"It has been three or four months since the beginning of the summer of 2009 to communicate in November," Wang said. "Very soon."

Sheila Clark's attitude is very clear: "Metersbonwe is very dynamic, its youth and popularity is also very obvious."

She said, "the most important thing is the quality and design of clothes. They have a very high price performance ratio."

"But in this cooperation, we must avoid" pile up feeling ", that is, pure clothes plus an icon.

Wang Quangeng said.

The common goal of both sides is to integrate the standard cartoon images of DreamWorks and the best effects presented by clothes.

The two teams have a clear division of work, and the Losangeles team led by Joe Lawson, the head of Asia's regional affairs in DreamWorks, exchanges with Metersbonwe's local design team of Metersbonwe.

DreamWorks provides cartoon characters, pictorial choices and background information, patterns and colors, etc., while Metersbonwe expands the design of T-shirts based on the most original cartoon characters, and once again feedback to Losangeles's DreamWorks to explore and start again and again.

"According to the positioning and understanding of different movie and cartoon characters, our team is likely to put forward some suggestions of color, addition or modification," Jo Lawson said. "Until a complete agreement is reached between the two sides, a T-shirt or a series will be formed."

Although this is not the first time that DreamWorks has been involved in fashion culture and T-shirt trading all over the world, the MTEE series aims to enlarge the charm of DreamWorks's cartoon characters in China, which is a more difficult re creation.

"In the choice of cartoon characters, in the face of the interesting choice of the Chinese market, the Metersbonwe team has taken a more important screening responsibility because of its understanding and grasp of the Chinese market."

Sheila Clark said, "they are indeed more accurate than we are in understanding Chinese consumers and their tastes and habits."

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