2010 China Clothing Brand Initial Experience (1)

Unlike the overriding acquisition of the industry, a small number of enterprises have a unique approach to the international entertainment media, playing a "cross-border".

Among them, Metersbonwe and Semir, who are stepping up their efforts, have made impressive achievements.

Join hands with DreamWorks:

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 brand new animated cartoon Meters/bonweTEE (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," said Sheila Clark, director of global operations at SheilaClarke, "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."

"And

Wang Quangeng is obviously keen to continue this topic cooperation: Metersbonwe MTEE will continue to cooperate with the Shanghai art film studio, "black cat Sheriff", "havoc heavenly palace" and "Zha Hai Hai" series. After that, the HelloKitty series will be listed in Japan.

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

Now, after the cross-border cooperation of Transformers,

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."