China'S First Cross Boundary River Trial

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People have not yet recovered from the huge Metersbonwe billboards that appeared in the 2009 Transformers II: comeback, and the pace of Metersbonwe 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 bands and street dance combinations, wearing T-shirts printed with DreamWorks cartoon characters, and Chinese and foreign models in turn. The scene has become a reality show of familiar characters such as "Madagascar", "tame dragon", "Kung Fu Panda" and "Shrek".

The commercial secret behind this show is that Metersbonwe has been authorized to own 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 with the dream factory is undoubtedly a topic of topic."

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

Unlike the "designer cooperation series" commonly used in fast fashion clothing brands such as H&M, the focus of MTEE is to help Metersbonwe to achieve internationalization, not the fast food hot sale of the one or two quarter.

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As the "super imitator" in the fast fashion industry, Metersbonwe is clearly exploring a road to the pition to internationalize: Metersbonwe and Me&City are separately publicizing and operating as two brands of the group separately, and the latter strives for a perfect international image with a strong propaganda and desalinizing 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.

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."

The international experience accumulated in the previous Transformers played a decisive role in the process of designing T-shirt products with DreamWorks.

Metersbonwe has already been familiar with the game rules of Hollywood by previous cooperation. Like Transformers, the cartoon characters authorized by DreamWorks are a standard template. The details such as size and so on have their own standards and patents. But to integrate into a T-shirt, it is bound to make some soft modifications. The enlargement of the graphics and the split of the elements will change to some extent. These changes are the places where prudent DreamWorks and ambitious Metersbonwe need to negotiate, communicate and confirm each other.

The MTEE series of dreams is a reflection of Metersbonwe's pursuit of high added value in the "virtual operation": DreamWorks helps Metersbonwe successfully achieve international crossover. This is Metersbonwe's new export beyond the well known star endorsement, advertising bombing, and flagship store image.

Through the MTEE, which was fully listed in the store counters in April, Metersbonwe constantly instilled its own Subtext in line with international trends and culture.

Because of this, in addition to product licensing, Metersbonwe pays more attention to the follow-up promotion of strong combination.

"We do not exclude advertising in the movies after DreamWorks."

Wang Quangeng said, "this kind of strategic cooperation is actually a kind of all-round cooperation, which is of great benefit to enhancing the international image of our brand."

Successful imitation: "Semir" holds the hand of iron man.

Success can be duplicated, and this law has been proved again in the clothing industry.

The Hollywood blockbuster "Iron Man 2" is indeed the most powerful superhero movie in the history, and the movie has not yet been released. Chinese fans have more anticipation. On the official website of the Iron Man 2, except for a large number of overseas brands that you have heard or heard of, the Chinese and English Logo, which is familiar with the Chinese young trend brand Semir, has also appeared in a prominent position. It has become the first clothing brand that crossover with the Marvel Entertainment of wonder and animation. It can not help but let people want to find out soon what kind of close ties will be between them. Recently, MARY ZOPHRES, the famous designer of the cross border cooperation, unveiled the mystery for us in the interview. May of this year

Many of the Hollywood blockbusters, known as "the terminator of the devil", "cat and mouse game", "happiness pfer station" and Oscar's nominated blockbuster "serious man" this year, are the MARY ZOPHRES of costume design. They are responsible for the dress design of Iron Man 2 and become the key figure of Semir's cooperation with Iron Man 2.

Speaking of this cooperation, she said excitedly: "as a costume that can help the story telling and character portraying of the movie, it plays an important role in promoting the development of the story." this time, Semir has great enthusiasm for the costumes of Iron Man 2. The original super hero (super hero role) is pformed into a series of ready-made clothes, which can make more ordinary people feel the fashionable charm of the movie costumes, which makes me very excited.

I hope these clothes will be more confident and fashionable for Chinese fashionable young people when they wear them.

This coincides with Semir's brand spirit of "wear what, tide me."

We believe that with the release of Iron Man 2, the "steel storm" which combines high-tech elements and fashion elements will shine brilliantly in this year's fashion trend.

In this collaboration with Iron Man 2, in addition to launching a series of costumes with iron man elements, Semir also works with MARY ZOPHRES to design a special version of the product, using MARY ZOPHRES in the blockbuster design for the stars, into Semir's fashion dress, creating a unique fashion personality.

In order to be consistent with the avant-garde style of the movie, the Iron Man series launched by Semir is not only leading the trend of exterior design, but also fully considering the continuation of the costume styles of the protagonists in materials and technology, combining the high-tech elements with fashion elements, focusing on innovative technology, so as to reveal the concept of "high-tech steel storm", such as T-shirts derived from actor Tony Stark's racing suit, and the style of the film comes from the same style.

In order to celebrate this cross-border cooperation event, Semir will release the special edition of Iron Man 2 in May 7th, in addition to China's Film Group Corp and paramount company's grand official premiere in Shanghai.

Whether it is "acquisition" or "cross-border", the ultimate goal is to make local brands rise.