Where Is Metersbonwe Road?

　　 2008, Chinese fashion Casual clothes Metersbonwe, the market leader, launched its brand new fashion brand, ME&CITY. The listing of ME&CITY indicates that Metersbonwe, which has long focused on single brand operation, has launched an attempt to multi brand operation.

The "Metersbonwe" brand was founded in 1995. After 15 years of focused development, the brand's share in the Chinese fashion and leisure clothing market is far ahead of its competitors. Up to now, Metersbonwe has set up nearly 3000 brand stores nationwide, and its sales scale is close to 5 billion yuan, which has created a miracle of Chinese clothing brand. Like many successful Wenzhou people, Mr. Zhou Chengjian, the founder of Metersbonwe fashion, led his team from Wenzhou to Shanghai, and built a huge fashion industry with diligence and wisdom.

According to official information released by ME&CITY, "ME& CITY "Mainly for 18-35 year old. Workplace Upstart. Emphasize quality, fashion and personality. The positioning of the brand is a strong complement and support to the "Metersbonwe" brand, which emphasizes "campus consumption". The recognition and acceptance of Metersbonwe in the student group is very high. Over the years, Metersbonwe has nurtured a large number of loyal young consumers. But with the growth of these consumers, their original consumption habits and preferences will change, and most of them will no longer follow the brand. For Metersbonwe, if we want to continue to seize this part of our customers, we only need to introduce new brands that are more suitable for these consumers. Therefore, the introduction of the new brand "ME&CITY" is a trend of success. It is a further subdivision and extension of the target consumer market. For Metersbonwe group, the strategic intention of this multi brand operation is very clear and accurate.

Mr. Hao Yingli, chief consultant of Yi Shang, thinks that "ME&CITY" is a brand that Metersbonwe extends to high-end market, and is differentiated from Metersbonwe in brand positioning. In particular, at the age of 22-35, ME&CITY covers the consumer groups that Metersbonwe brands can not reach, and meets the further consumer demand of the original Metersbonwe consumers. So Metersbonwe has two subdivision brands at the same time, which is bound to further enhance the overall market share of Metersbonwe.

Next, we analyze a series of market operation strategies in the early stage of ME&CITY brand launch, with very obvious international operation ideas.

1, international big movie stars endorsement

Needless to say, Metersbonwe brand has been very successful in selecting spokesmen such as Aaron Kwok and Jay Chou. "ME&CITY" has used Metersbonwe's spokesperson strategy, but its spokesperson has not only crossed the Straits, but also has gone abroad, eventually locked the Hollywood actor tworth Miller, Miller became popular because she played the hero of the American drama "prison break" and has a large number of loyal fans in China. Miller's endorsement has accelerated the popularity and brand marketing of ME&CITY brand. With the support of strong capital after listing, Metersbonwe, which is "not bad money", has launched a series of vigorous marketing activities for ME&CITY.

2. Design team with international background

Metersbonwe has a world-class product design and development team, led by French designer Luc Bruno. Every year, more than 3000 clothing styles are put on the market. About 70 days, we complete the whole process of clothing design, trial loading, finalization, sample making, volume statistics, bulk production, logistics distribution and so on. Metersbonwe disclosed this time eight weeks later than the two week of ZARA. But for many of China's local fashion brands, this speed is ahead.

3, promotion and promotion of brand planning for international 4A advertising companies.

ME & CITY's whole marketing planning process is handed over to Leo Bernar, an internationally famous 4A advertising company. Leo Bernar is an international first-class advertising company. Coca-Cola, general motors, Procter & Gamble, McDonald's and other famous brands in the world top five hundred are Leo Bernar's customers. With the support of world-class advertising companies, coupled with the support of big marketing fees, the mysterious veil of ME&CITY shops has not yet been officially unveiled, which has aroused strong public expectations.

There are indications that Metersbonwe aims to build a relatively high-end international brand with its fellow brother ME&CITY. However, in the wake of Metersbonwe's massive investment in ME&CITY, in the first quarter of 2010, the company reported net profit fell by 90% over the same period last year. Me&City failed to achieve the goal of 2009's balance of payments and is still at a loss. According to media reports, in early 2010, Zhou Chengjian also frankly expressed that he was too optimistic about the launch of the new brand Me&City, and the current situation is still a short distance from expectations. In the third quarter of 2009, Zhou Chengjian first encountered negative growth in the third quarter in 15 years. Mr. Zhou Chengjian said frankly that he was "very unhappy" with the transcript.

According to public information, in 2009, Metersbonwe's sales revenue was 4 billion 800 million yuan, while Me&City was 350 million yuan. The company's annual report revealed that in 2009, the United States spent 820 million yuan on shop buying and leasing, and spent more than 50 million yuan on decorating the shop. Most of the cost of terminal construction is spent on ME&CITY.

At this time, not only for Mr. Zhou Chengjian, for Metersbonwe and ME&CITY management decision making, it is worth thinking about the question is, after investing so much money and painstaking efforts to Me&City, why is the market not buying?

In this regard, the company explained in its annual report that the multi brand strategy has just started, and the decision-making team and the business team lack experience. In addition, the planning is obviously insufficient, the overall cost control is not effective, and the efficiency of some resources is not high.

The fashion brands are mainly divided into two types: direct operation and franchising. Public information shows that all stores in ME&CITY2009 opened up in a direct battalion mode without opening up. But in a year's time, it has opened more than 70 stores in the second tier cities of the country, and most of them are more than 300 square meters. In the year of 2009, the United States spent 820 million yuan on shop buying and leasing, and spent more than 50 million yuan on decorating the shop. Or buy or rent, the United States a lot of "hoarding", and most shops in the cultivation period of the loss.

When ME&CITY launched the market, Metersbonwe group divided Metersbonwe and Me&City into two major brand divisions and operated independently. And deliberately avoided the background of ME&CITY brand and Metersbonwe in the brand promotion.

In this regard, Mr. Hao Yingli explained that in the clothing industry, some enterprises started with low-end brands. In order to seize market share and create high-end brands, they adopt the way of "apartheid", that is, at the beginning of brand creation, they will deliberately not allow the outside world to know the relationship between the new brand and the original brand. Usually, high-end brands are easy to drive low-end brands, while high-end brands are built on the basis of low-end brands. If the relationship between the two brands can not be well separated in operation, the chances of failure will be great. The more successful domestic brand is the seven wolves and their other men's clothing brand Mark Ed Faye. Mark Ed Faye has grown into a leading brand in the field of casual men's wear. More consumers mistakenly believe that this is a truly international fashion brand.

UNIQLO is a famous fashion and leisure brand in Japan's fast marketing company, but another high-end brand Theory has already entered China. But in fact, many professionals do not know that Theory and UNIQLO are the same. {page_break}

It is not difficult to understand Mr. Zhou Chengjian's dream of going to the high end. However, "going up" is much more difficult than "going down". When ME&CITY was warming up in the early days, some commentators thought that Me&City meant higher or lower brands such as H&M and ZARA. But when the shop came out, we felt that we would be wrong. As we all know, the location of shops for H&M and ZARA is usually located in the prime location of the city, or near the top of the international line, or in the gold location of its core commercial block and the first floor of large SHOPPING MALL. As for the choice of channels, there are still some channels at the beginning of Me&City opening, which are similar to Metersbonwe positioning. In this way, ZARA secretly smiled. It turned out that Me&City was not coming to grab ground with us, or, in the competition for gold resources, ME&CITY was not an opponent of ZARA and other fast fashion brands.

It is obviously not the original intention of ME&CITY to stand with the fast fashion brands such as "ZARA, H&M" and other fast fashion brands. But in fact, many consumers have compared the brands such as ME&CITY and ZARA. However, no matter from the location, scale, style development, speed and product line, ME&CITY is not at the same level of competition as they have just appeared. Moreover, more and more market participants have already seen sharp bayonets in this field, and their profits are becoming increasingly small.

If the result is to make ME&CITY another Metersbonwe, it is against Mr. Zhou Chengjian's original intention. After all, China's mass leisure wear market has long been a red sea of competition. For Metersbonwe, though it has the first share of the domestic casual clothing market, with the rise of the channel cost and the aggravation of the discount, the date of the competition is becoming hotter. In the short term, the next profit growth point will undoubtedly fall on the sub brand ME&CITY.

Mr. Hao Yingli believes that in the case of precise positioning, ME&CITY should be consistent with brand positioning from pre marketing planning, advertising campaign to shop location, price to product, terminal sales, and discount control. After seeing the target customers, they think that this is the clothes I want to wear, and at the price accepted by these people, at the same time, they are in the shopping channels that consumers like to go. The spokesperson is their spiritual idol and has the service mode that they feel happy, so as to attract more target consumers, and gradually build up loyalty in the consumer's mind. When shopping is becoming more and more an experience, ME&CITY should present this completely different experience from Metersbonwe to consumers.

Another suggestion of Mr. Hao Yingli is that Metersbonwe has created a brand legend in the field of mass casual wear, and it must have been successful in this position. ME&CITY should conscientiously sum up the experience of Metersbonwe's brand success and make precise positioning of the brand. At the same time, ME&CITY will eventually go to the world stage when it comes to making strategic plans for future development. In the process of internationalization, it should learn from ZARA and other international brands. While ZARA, H&M and other brands need to be foothold in China, they need to study the storied company which has become the first brand of domestic casual wear in 13 years. Unlike ZARA, Metersbonwe has been a fashionable Chinese brand after all, but after all, it is a native Chinese clothing brand. Its 9 or more revenue comes from China. ZARA has already opened more than 3000 stores in more than 70 countries around the world. Therefore, the internationalization of Metersbonwe group is still a long way to go.

The pace of fashion development is advancing rapidly, and the cycle of fashion evolution is becoming shorter and shorter. The market has been unable to tolerate the brand for too long to wander on the crooked road to find its own direction. If ME&CITY can not find its own position in time, the market will not wait for a brand for too long. ME&CITY is destined to accumulate a large number of competitors on the day of creating the brand. Maybe they are not ZARA, not H&M, and many excellent local clothing brands have begun to move from excellence to excellence.

However, we always believe that Metersbonwe can achieve the strength of the Chinese leisure clothing market. The ME&CITY will definitely go out of an unusual way of success.