Metersbonwe: Nugget Film Industry

The two development of the classic image, car promotion and multiplier, Metersbonwe is testing a nugget culture and creative industry "extraordinary road".

Few people know, "

This once was mistaken for an imported product because of its foreign name.

In fact, the origin of the name is very Chinese. In those days, the company gave it the classical literary connotation of "beauty and special things, and the prestige of our country".

Now, it seems that thanks to the consumer's explanation, a vibrant young brand has been built up.

However, for a leisure fashion brand that has been established for 16 years, it still lacks distinct product culture.

For example, when it comes to "fast fashion", people will think of Zara; when it comes to basic funds, consumers will immediately think of it.

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In the face of the massive march of the world leisure brands with three to fifty years of history, it is still clear how the young Metersbonwe should create their own product culture. This is a problem that enterprises that have been listed for 3 years need to face.

Today, Metersbonwe is experimenting with an "extraordinary road": from Transformers 2, the placement of ads to the movie related T-shirts, Metersbonwe and the cultural and creative industries, and from the simple marketing activities to the production level, and this extends a new product line - MTEE, the main theme T-shirt.

From film placement to product development after image authorization, Metersbonwe has become the nugget of the spin off value chain of the film industry, and the theme T-shirt has also become a signboard feature of Metersbonwe.

In cooperation with cultural and creative industries, Metersbonwe is striving to become a "fruit picking" player.

"Before 2000, we wanted to lose money.

At that time, we concluded that the popularity of the brand is not enough. If there is more publicity, there will be more people to buy our clothes, "Metersbonwe chairman Zhou Chengjian said at the media interview after" I am a new national product "." then Aaron Kwok was invited to be our spokesperson. It cost tens of millions, but it won the bet and made money in 2001. "

after

Investment in brand marketing can almost be described as "never soft."

Its sub brand ME&CITY has invited many international first-rate stars all over the world in the past few years.

From prison break hero Voss Miller to British supermodel Agnes Dean, from the Lord of the rings, the Elven Prince Orlanndo Bloom to the world's top male model Luke Worrall.

In fact, these names are enough to make any crazy screams.

But at the high price of hiring spokesmen, Metersbonwe is also seeking more influential marketing opportunities.

Film placement ads and placement advertisements have always been selected by companies with adequate market budgets. Metersbonwe, who plays high and high, directly targets the Hollywood blockbuster.

When the movie version of Transformers 1 was launched in 2006, Metersbonwe began to prepare.

But due to the lack of time, it gave Metersbonwe more time to prepare and conceive a close contact with Hollywood movies.

Paramount as a production company of a series of films, Transformers, most of the cooperation contacts are general motors, Coca-Cola and so on.

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Metersbonwe, as a Chinese local company, has difficulty in persuading paramount to accept implant requests.

In the film integrated marketing evaluation system, the film placement advertisements are generally divided into 3 implantation levels: A+, A and B.

Each level has different coefficients depending on the degree of implantation and the effect of propagation.

A+ class advertising can achieve the combination of brand and product with the plot, and even become an important prop and development clue. Like the movie E.T., the little boy attracts a good friend of the aliens with a bag of colorful chocolate beans, and the package is the product of the Hershey Co (Hershey's).

A-level implantation can mention product names and features in the movie dialogue, while B class has only some lens implants as a scene display.

The implanted ads are B level.

Viewers can see that in 2009, "Transformers 2" has been sprayed.

The freight cars on the road are hurting across the road, as well as the huge road sign advertisement of "Meters/bonwe Metersbonwe".

If the story ends here, it can only be said that Metersbonwe has once again verified its marketing route of "never spending money on soft hands".

But Metersbonwe has made a deep combination of its budget to 8 digits and its own production.

Metersbonwe has undertaken a series of post product development with authorization from Transformers copyrights, Paramount Pictures and HASBRO (Hasbro).

The T-shirt series with the theme of "Transformation distortion watch me", along with the synchronized synchronization of movies, has sold about 1000000 items from retail terminals, networks, magazines to cinemas.

Final

The first close contact with the movie ended with the result of "investing 1 yuan, earning 1 yuan", but project production with single movie is obviously not sustainable.

And this route that can get more publicity and visibility and provide more material for its own product design is indeed killing two birds with one stone.

For Metersbonwe, Transformers 2 is just a starting point, an event, and a more large-scale and sustainable mode is brewing.

Having tasted the sweetness brought by the authorized image of the film, Metersbonwe has decided to continue mining the derivative value chain of the cultural and creative industries, but first of all, it needs a product platform as the backing, and at the same time, it should choose which product form to be the carrier.

"The T-shirt itself has a history of almost 200 years, and we chose it because it is more suitable for different kinds of creativity."

Metersbonwe President Wang Quangeng explained, "at the same time, from the Transformers 2 in 2009, the whole Hollywood knows that China has Metersbonwe brand, so the influence of internationalization is still there."

This is a great help for Metersbonwe later knocking on the door of Dream Works.

In March 8, 2010, MTEE was first released as a new product series of Metersbonwe, and jointly attended the Sheila Clarke, global operations director of the DreamWorks American headquarters and Joe Lawson, head of the Asia Pacific region of DreamWorks.

The Metersbonwe announced a strategic cooperation agreement with DreamWorks for 3 years.

Metersbonwe did not carry out a single film's authorized signature, but signed a package contract, and the cooperation between the two sides was exclusive.

Last summer, the cartoon characters in the movie "Shrek", "Kung Fu Panda", "Madagascar" and "tame dragon" were all reflected in the MTEE series.

The division of work between the two teams is clear.

DreamWorks provides cartoon characters, pictorial choices and background information, patterns and colors, etc. Metersbonwe designs the T-shirt design according to the original cartoon character and sends it back to DreamWorks for discussion.

Until a complete agreement is reached between the two sides, a T-shirt or a series will be formed.

But this is only the first wave of the MTEE series. Then Metersbonwe signed a 5 year strategic cooperation agreement with the Shanghai film studio.

"Black cat sergeant", "Na Zha's mind" and "the havoc of heaven", these images with Chinese traditional characteristics and nostalgic style have also become the object of Metersbonwe's two innovation and development.

For the cultural and creative industries, the MTEE series is a derivative product that releases the copyright value, and it can form a more extensive influence through the Metersbonwe's retail terminal with the movie show or event. For Metersbonwe, all kinds of cartoon characters and themes provide more available resources for product design and development, and reduce the high cost of initial development.

Last year, the MTEE series also obtained the authorization from Japanese Sanrio Co to use the image of Hello Kitty.

The MTEE series has basically established the 3 key directions of Hollywood image, Japanese cartoon and Chinese classic nostalgia image.

But Xu Weidong, chief designer of Metersbonwe MTEE, even hopes that "MTEE is a cultural platform".

"Last year when we were more authorized products, we had to contact the copyright owners ourselves."

As one of the founders of Metersbonwe design center, Xu Weidong has worked in Metersbonwe for 14 years, but actually every year we receive many independent designers' contributions, which are also excellent.

So this year's MTEE series invited 8 cutting-edge designers, launched 80 themes of the nostalgia series and the classic animation series of the movie studio, and stepped up the cross-border scale, and even collaborated with Phoenix bicycles to make this year's theme of "I am a new national product" more and more outstanding.

But whether it is cross-border with film or culture and art, supporting the smooth operation of MTEE platform and forming a positive cycle is still a powerful retail terminal and creativity behind Metersbonwe.

"Jubilant and grey taro" let people see how much the derivative products of cartoon are popular, even though most of them are unlicensed Shanzhai products.

But in Hollywood, the licensing of movie images is a complete and mature system, because most of the proceeds of films are not from the box office, but from the development authorization of derivative products.

But for later product developers, this is not the business of high price.

Copyright owners are very fussy about collaborating objects, and demanding re creation of authorized images. Too much alteration is considered to be tampering, too small and lacking originality.

Companies such as Nike and Coca-Cola, which often work with Hollywood, usually print their products directly on the product.

But why can Metersbonwe get the authorization from Transformers and DreamWorks?

Why can the fruits of cultural and creative industries be harvested by Metersbonwe?

"Your creativity is not enough?

Can we cooperate with you to make something more fun? "

Xu Weidong often asked such questions when he talked about cooperation. "Indeed, graphic designers in China are very weak in these areas, but Metersbonwe's own design team can fully adapt to such cooperation."

These copyright owners will choose from brand conformity, product development capability, retail terminal and even brand culture.

UNI QLO often launches the theme T-shirt, but as a Japanese brand, UNI QLO is more inclined to cooperate with its famous local cartoon characters.

The most classical "seven dragon balls" and "Arale" images in Japanese animation history are the main patterns of their costumes.

Besides the product design, the retail terminal system is also valued by the copyright owners.

Transformers 2's image of advertising and movies is not as simple as it looks.

At first, he did not know what Metersbonwe's paramount movie was, but when the producer Lorenzo saw the more than 9000 square meter Metersbonwe flagship store in Nanjing East Road, Shanghai, Lorenzodi changed her mind immediately.

Metersbonwe has 3000 stores in China, including 40% direct battalions and 60% distributors. These retail terminals are also the propaganda terminals of brand image.

Transformers toy manufacturer and copyright owner HASBRO (Hasbro) specifically proposed that Metersbonwe stores could also sell Transformers toys at the same time.

In line with the upcoming Kung Fu Panda 2 released by DreamWorks this year, Metersbonwe will also launch the theme T-shirt in the same period and conduct movie related publicity in the store.

This combination will enable multi parties to win together - the copyright party has obtained the corresponding authorization fee, and Metersbonwe has expanded its influence.

At present, the fruits of the derivative value chain of domestic cultural and creative industries are few yet to be harvested, but for copyright owners, there is a sense of pfer of the value of copyright, and enterprises should also think about cross boundary hitchhiking.