Metersbonwe Brand Upgrade New Tool -MTEE

The origin of the T-shirt is a short sleeved garment worn by tea workers in Annapolis Wharf in seventeenth Century. People borrowed it from the English "TEA" of the tea, and the other was related to the Navy. Whether it was true or not, at the beginning of the last century, the most people wearing short sleeved sweaters were soldiers, especially the Navy. "T" is the most important part of the T-shirt.

In 1913, the US Navy even stipulated that the sailors must.

Marlon Barndo, the biggest actor in the popularity of T-shirt, is the American movie star.

In 1951, in his movie Streetcar Named Desire, the korsky, who wore a decent T-shirt and had a rebellious character, became the target of many young people at that time.

When he played the same T-shirt in another movie savage, the T-shirt suddenly became the symbol of masculinity.

The popularity of T-shirts in China originated from the consumption of young people after the reform and opening up in 80s.

Because T-shirts are usually printed with some obvious words or patterns, they are also called "cultural shirts" by many people.

And its comfort, casual, and allowing people to express their individuality is the key to win the favor of consumers of all ages and backgrounds.

Queuing in the shop, waiting for the fitting, waiting for the check...

These extremely crazy "fans" behavior seems to have always been the patent of ZARA, H&M, UNIQLO, and not related to the "quality and low price" Chinese clothing enterprises.

But this year, if you look closely at pedestrians and pedestrians on the main streets of Beijing Wangfujing street, Shanghai Nanjing road and Guangzhou Beijing Road, you will find that many people have more than one shopping bag in their hands - the four letters with a magic square shape and "MTEE" on it.

That's right. This is Metersbonwe's 002269.SZ printed cartoon T-shirt, MTEE series, which is co operated with the American DreamWorks, Japan's Sanrio Co and Shanghai art film studio.

According to Wang Quangeng, general manager of Brand Company, MTEE is not only a new "gimmick" this summer, but more importantly, it is a new tool for improving the brand connotation of the fifteen year old domestic casual wear brand.

That sounds exaggerated.

A small printed T-shirt can bear this heavy responsibility?

From American shirt to MTEE

MTEE, in fact, is the abbreviation of Metersbonwe (MetersBonwe) T-shirt.

Its birth can be traced back to the cooperation between American paramount and Transformers II: a comeback in June 2009.

When the "change II" opened, the Autobots and Decepticons started a fight in Shanghai, and they swept through a M etersBonw e billboard.

Then let the US bang bang the eight digit heavy gold "stunning glance", and finally successfully completed the "1 yuan investment to bring 1 yuan profit" ideal expectations, but in the eyes of most outsiders, the United States and the "change II" cooperation is still a "not bad money" the owner of the money to buy a happy.

Beyond everyone's expectation, the influence of the cooperation will last until half a year later.

In accordance with the rhythm of product planning in advance of half a year in advance of clothing enterprises, Xu Weidong and Wang Quangeng, vice president of design at the beginning of 2010, began to discuss "what kind of new selling points should be found for men's clothing sales in summer" in the industry's recognized sales bottleneck season?

Xu suggested that he could continue the practice of "change II", and then find an animation company to create some new "gimmicks" on the printed T-shirt pattern.

What they didn't expect was that at the moment, an animation company, DreamWorks Animation Studios on the other side of the ocean, took a fancy to the "unknown but generous" Chinese company.

Since "change II", the United States has become the "V IP" figure in many Hollywood producers and animated images Licensing companies. Not only are there stores in the main commercial streets of China's one or two and three or four tier cities, but also hundreds of millions of films can be made in the movies.

As a result, the cooperation negotiations with paramount and HASBRO lasted for nearly half a year, and the United States and DreamWorks were hit by fits and starts.

The United States not only signed dozens of animated images including DreamWorks Shrek, Madagascar, Kung Fu Panda and so on, but also increased the level of cooperation with DreamWorks to three years of strategic cooperation.

But at this point, MTEE is still a "simple copy" of "change II".

Wang Quangeng realized that with ZARA, H&M, UNIQLO and other "fast fashion" brands entering China, the new generation of consumers' consumption concept of clothing has changed from a common area in the past to the formal casual wear, emphasizing the fabric texture, pforming into a more fashion sense and a focus on improvised consumption.

This means that the United States, which won a unique share in the domestic clothing market fifteen years ago by relying on the concept of "leisure", is gradually breaking away from their core needs.

This is not the company that is proud and proud of the goal of "China's first casual wear brand".

On the other hand, it is not easy to enhance the connotation of the "old" brand with a history of fifteen years.

Even if we fail to pay more money again, it will be hard to really change the impression of the United States in the eyes of consumers.

The emergence of MTEE just triggered Wang Quangeng's new inspiration.

In his view, T-shirt, this simple and exquisite clothing category with unique cultural background, if it is operated as a brand alone, as the most successful model of success -- UNIQLO UT, is likely to stimulate the new round of consumption at the same time, will also quietly enrich and enhance the image of the parent brand.

I am more familiar with Chinese fashion.

However, it is also because the U T of UNIQLO has changed over the past few days in the former, ZARA and H&M new t-shirts, plus domestic rivals Semir has just reached cross-border cooperation with "Iron Man 2". Zhou Long, senior manager of the brand marketing center responsible for the specific operation of the MTEE project, has the responsibility to add.

But he is still trying to find a new way out.

Zhou Long believes that for Chinese consumers, the "fast fashion" pushed by ZARA and H&M is not the core of their attraction. After all, not many people will really care whether clothes on the shelf are on yesterday or today.

The important thing is whether you can continue to provide them with a rich and caring choice.

But for the 16-25 year old young people targeted by MTEE, the group of 80 and 90s who are or are about to enter the society are facing enormous economic and living pressure, but their consumption ability is extremely limited. But when they were children, they had enjoyed unprecedented self possession and favors and had unlimited acceptance of any new things.

The only problem is how to rediscover it and plate it into actual buying behavior.

Zhou Long thought of a series of classic Chinese animated cartoons, such as "havoc heaven Palace", "black cat Sheriff", "Na Zha's making sea", and almost all the Shanghai art film studios that bear almost all the childhood memories of the 1980s. (hereinafter referred to as the upper beauty factory) and the Japanese Sanrio Co of H elloK itty image (hereinafter referred to as San Li Gu).

To his surprise, the Shang Mei factory, which originally thought there would be little opportunity for cooperation due to institutional reasons, gave a very positive response.

They not only agree to empowerment, but also want to have direct dialogue between designers on both sides and create some new ideas.

As a result, the black cat Sheriff has a handsome new English name "Mr.Black", one ear on the back of a bag to "steal food", nzha is wearing a blue coat red cloak, and then with floral shorts, into a "dynamic Superman".

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These repackaging and pformation of the original cartoon characters also injected new fashion elements into the MT EE with a strong nostalgia and retro style, which made it appear in the face of the 80's and 90's, which can arouse their inner sympathy and goodwill.

On the choice of spokesperson, MTEE did not extend the traditional "old routine" of the United States -- locking one or two highly recognized first-line stars, but choosing a more niche incision.

From the 17 year old international B.Box runner up winner to fashion photographer Chen Man, independent band fruit V C, graffiti art group spray, and then to the 70 year old Shang Mei "Monkey King's father" Yan Dingxian, the United States called them "dreamers" team, in these years of age, different career spokesperson, you can find all kinds of dreams and passion belonging to young people.

In an exclusive interview with Nandu journalists, Zhou also mentioned a small episode of inviting Yan Dingxian to endorse: when he visited Tokyo in 1981 with the invitation of Osamu Tezuka, the author of the "Astro Boy" writer, Yan Ding Xian saw many Japanese T-shirts with cartoon characters selling, which made him regret that he did not have a T-shirt with Chinese cartoon characters after he returned to China.

Therefore, when the United States found strict constitution, he readily agreed to endorse.

In order to achieve a more shocking publicity effect, MTEE has also made careful arrangements in the area of publicity time and poster placement.

The first round of the main DreamWorks, as far as possible to attract people's attention; the second round is pushed to the U. S. factory in China's 80, 90 after the exclusive memories.

In the area of poster placement, take Beijing as an example. It is placing huge posters of Chen man in the Oriental square gathered in Chaoyang people. In the Chongwen district with old buildings, the 52 family stars, including Sun Wukong, black cat sheriff, one ear, HelloKitty and so on, are trying to give the most appealing image to different consumer groups.

M series, to be continued.

According to the statistics provided by Smith Barton, since March 8th this year, the M TEE series was officially released to the fourth weekend of May. In the same city, sales of MTEE stores in the United States increased by 100% over the same period last year, 30% higher than those of the United States stores that did not sell MTEE.

But to say that MTEE has made the brand brand new, it seems that there are always some exaggeration.

However, for Wang Quangeng and his team, MTEE's mission has been completed this year. Inspired by it, the next step is to create a brand new MTEE platform to integrate more categories and trend elements and launch the new MTEE series.

In terms of store layout, the M series will also be partially separated from the original unified barn shops to sell M series products launched in different seasons.

It is in such a cycle of reciprocating, "stealth" in the M series after the United States brand has also naturally been a new upgrade.

There is no doubt that for MTEE, it expresses a strong desire to become a top class casual wear brand.

For M T E E, Smith Barney's ingenious arrangement gave T-shirt the original unique personality of the clothing category with new business roles and values.