Metersbonwe Apparel Ranks Among The Top 10 Brands In The World.

Metersbonwe chairman Zhou Chengjian listed 3rd Anniversary small media meeting on August 26th in Metersbonwe headquarters, VIP, on the first floor.

Zhou Chengjian said, "the highest state of life is the experience of being strong enough to feel strong enough for the society. At the same time, it is enough to open up.

The happiest thing is to do something that you love to do from an entrepreneur point of view.

Zhou Chengjian's remarks are not so much a review of the recent three years of listing, but rather the secret of his life's success.

In May 9, 2011, BrandZ made its list of the most valuable global brands. Metersbonwe Meters/bonwe ranks among the top 10 in the global apparel brand. It is the only Chinese brand that has won the world's annual clothing brand ten and is ranked tenth in terms of the value of $1 billion 446 million.

On that day, it was only three months from Metersbonwe's listing 3rd anniversary.

In the current fast fashion world, the most crucial data is also the most powerful weapon, as China.

All things in the world change in the birth of new life, change in the achievement of unlimited possibilities.

3 years ago, Smith Barney was just a new IPO. After three years, a tailor's ambition has made a banner of Chinese clothing. "Changing the rules and making a general rule for a long time", changing and creating opportunities are the legends of the United States.

There is no way to consider how many fast fashion brands regard multi brand development as a magic weapon to expand their market, but not every new brand is strong enough. Most of them fail to become popular or even on the verge of extinction.

In August 28, 2008, on the day of the launch, the company launched a brand new ME&CITY, which indicates that Metersbonwe, which has long focused on single brand operation, has begun to extend its product line. The outline of multi brand strategy has been clearly visible, showing the ambition of future development.

At that time, many media had asked Metersbonwe chairman Zhou Chengjian: "where is the opportunity for ME&CITY?" "Zhou Chengjian is the right time". Chairman Zhou Chengjian replied, "although many overseas fashion brands are stationed in China, they have changed their consumption outlook to a certain extent. But compared with Metersbonwe, they still lack knowledge and Research on the Chinese market, or lack of development strategies for the Chinese market, while domestic brands are not strong enough. There is a vacancy in demand. In my view, this is the right time for the launch of the ME&CITY."

As Jay Chou expected, the business opportunities in the changes, with the debut of international star Wentworth Earl Miller WentworthMiller, attracted the attention of the whole world. In just a few months, the opening of the flagship store was crowded. Many media actively focused on the strange brand name of ME&CITY, and ME&CITY's telephone call was blown up by people from all over the country and even around the world who were interested in joining the ME&CITY.

Of course, the path of new brand entrepreneurship is not smooth sailing.

In the course of development, it has also experienced a huge expansion of shops, resulting in a shortage of human resources. It has also experienced changes in product mix, resulting in a stagnation of sales and a variety of perplexities and frustrations experienced by new brands.

But Metersbonwe's rapid response, timely response to changes, adjustment strategy, so that difficulties can not stop the pace of progress.

Thus, ME&CITY, which emphasizes quality, fashion and personality, meets the new needs of Chinese workmen and middle class for clothing, enriches the connotation of Metersbonwe brand, and builds up strong complementarity and support with the original Metersbonwe brand. It has made ME&CITY's three years of rapid growth. The number of stores has increased from 0 to 480, and sales have been approaching 0 from 0 to attract the attention of fast fashion.

After three years of careful planning and market test, the experience gained from the differentiation and multi brand operation test has made Metersbonwe more daring. The development of diversified enterprises around the "do not take the unusual road" is clearly emerging. In 2009, the MCKIDS and Xidi children's clothing, which was still fashionable, was born and struggled for two years. Now it has accumulated its own unique characteristics and reputation as an independent brand in the children's clothing industry.

In 2010, the online brand AMPM was born with comfort and LOHAS as its main line. Its products focus on casual wear, household clothes and bedclothes. Healthy fabrics, relaxed design and comfortable taking experience make people deeply impressed by their LOHAS lifestyle.

In August 2011, the online footwear special brand CHIN Qi, created with Chinese elements, came into being. With Chinese elements to experience the new ideas of domestic products, it promoted the Chinese personality to the world, inherited the context of a national brand, and built the culture of the company.

"Traditional tailors" revolutionaries and become "Internet tailors"

All the founders of new business have implicit demands for wealth outside their hearts. In modern business history, such demands usually have a sense of innovation that changes the world.

Henry and Ford want to make cars for the people. Bill Gates wants everyone in the world to own a computer and Metersbonwe is no better than that. Zhou Chengjian chairman has always had a dream: "Metersbonwe should become a global tailor, and provide a new fashion experience for the global consumers".

In order to realize this dream, there are too many brands to develop those struggling and ups and downs curves. Metersbonwe will turn its attention to the new online retail business.

In December 8, 2010, by building Metersbonwe's own e-commerce platform, Bong net, Metersbonwe realized the pformation from "traditional tailoring" to "Internet tailoring", so that more people and even people all over the world could experience Metersbonwe's clothing service.

In January 3, 2011, the daily sales of the "state purchase network" exceeded 300 thousand, and the daily trading volume exceeded 1000 orders, with an average value of more than 300 yuan per sheet.

When harvesting this sales data, the Internet situation Metersbonwe is facing is: Click Baidu or Taobao network at random, search for two words of clothing, tens of thousands of brand flagship stores and franchised stores jump out.

Today's Internet has vast shopping groups, unlimited shopping space, convenient shopping methods, and of course, it also has strong and comprehensive competitors from all walks of life.

Further exploration, you can experience each store daily passenger flow and volume of good and bad, depressed people are not a few.

Most e-commerce platforms are in the "more or less" situation.

How did Metersbonwe's state purchase network reach 300 thousand of its daily sales?

From 2 to 3 days to just 2 to 3 minutes, from 2008 to 2011, from the date of listing, Metersbonwe's order response rate has changed. The headquarters computers and busy IT staff have made her turn from the traditional garment manufacturing industry to the Internet virtual business.

In order to achieve better and more humane online shopping experience, Bong network continuously improved, adjusted or even subverted its planning and design for 24 hours. In spring, summer, autumn and winter, the four seasons costumes, as long as the guests needed, could be found on the state purchase network. In order to ensure the smooth flow of online shopping products, the first time to serve consumers, the company added an international standard of logistics management system, accelerated the improvement of the last mile service system, promised 14 days of goods replacement guarantee, and ensured a good after-sale channel.

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"In the past, everyone's understanding of e-business was low price and low price symbol. I have always stressed that e-commerce should not be just a sign of low price. Low price will surely bring low quality challenges, and it should also reflect the brand, high cost performance and high consumer experience, so that electronic business will really develop faster."

Chairman Zhou Chengjian also gave his annotations.

Marketing innovation, strikingly upgrading brand connotation

If it is imperative to deal with internet changes, facing the traditional market, Metersbonwe will develop more calmly and more forward-looking. In the three years of listing, Metersbonwe will seize the opportunity and smart marketing, and accumulate the accumulated resources in the right place at the right time.

Since 2009, with the Transformers 2 as the symbol, Metersbonwe has started the brand strategy process of cross-border cross-border cooperation.

As the first person to eat "Hollywood blockbuster" crabs, Transformers 2, Metersbonwe put the brand logo in the movie bridge, prompting more and more Chinese brands to value the market.

In 2011, Metersbonwe launched again. In Transformers 3, the opening of the movie led to the MTEE from the Chinese brand Metersbonwe. The hero's costume from the beginning of the movie was MTEE's TEE, and in the first five minutes, the hero appeared on the screen. This is also the longest time in the Transformers 3.

What is this concept in a million dollar entertainment product per second? This concept means that millions of viewers around the world will spend nearly 100 million minutes to appreciate and experience the perfect performance of MTEE in the 3D audio-visual atmosphere.

It is worth noting that in Transformers 2, Metersbonwe's implantation is confined to the brand logo implantation. In Transformers's 3 in 2011, Metersbonwe changed, and successfully put MTEE products on the male leading body, presenting it in front of the public, not stiff nor deliberate.

Moreover, the cooperation with Transformers is not only the implantation of films, but also the product licensing cooperation, interactive marketing and so on.

Transformers series MTEE has been one of the most successful Transformers derivative products since 2009. It has been popular among many consumers, including print, MTEE, Transformers and logo.

It is ingenious to seize the change and innovate marketing, and the brand connotation of Metersbonwe has been strikingly upgraded.

Chinese goods add new and changing context

Jay Chou, a representative of trendy people with screams, screams and fanaticism, is a representative of Chinese culture, which is linked to nostalgia, history and inheritance. In Metersbonwe, the two are perfectly integrated through cultural, artistic and technological forces.

In the three years since its listing, it has been pformed by fashion and cultural heritage. In the face of the international and domestic fashion brands, we have grasped the two themes of domestic products and innovation. We invite Jay Chou and other avant-garde idol to win the new Chinese products robes as brand spokesmen, which will affect and continue to affect generations of consumers.

The concept of Chinese goods has been inherited for hundreds of years, and every brilliance of domestic products tells the national spirit of an era.

In the past three years, Metersbonwe has carried out the spirit of the new product: Metersbonwe dress Museum, which has covered thousands of years of Chinese clothing culture, has become the cornerstone and inspiration source of Metersbonwe's innovation. In 2008, the theme of "Vietnam Vietnam fashion" series includes Kung Fu, blue and white porcelain and so on. Its design concept comes from the costume collections in the costume museum.

In 2010, Metersbonwe launched its most innovative product line, MTEE, to restore the old fashions, fashion the classics, and deeply appreciate the hidden national feelings.

Once released, MTEE quickly aroused the sympathy of the younger generation and wrote a new brand legend.

In 2011, the MTEE of the new season was upgraded in an all-round way. It invited 8 Chinese new generation cross-border designers from 80s to use their keen sense of fashion to create 80 themes of the 80 nostalgic series and the classic animation series of the movie studio. It will pform thousands of ordinary T-shirts into a unique new T, attracting consumers of different ages.

Miwara Yasuzheng, a famous street photographer in Japan, is also excited by Metersbonwe's creativity. In the 2011 summer, its street pictures were restored in the form of extremely strong tidal flu on MTEE, and countless fans. This cross-border cooperation makes Metersbonwe more confident. The world's top art exhibition ---2011 Venice Biennale, more than 20 world-class artists' works are diversified in MTEE, and Metersbonwe, who has left the world, let the world appreciate the creativity and art contained in its costumes.

Zhou Chengjian, one of the spokesmen of "glorious dedication", has made a clear outline to the new national product: "the new national product is a pure original work with high fashion, high cost performance, high innovation, excellent quality, making the past serve the present and making foreign things serve China".

In a short sentence, the direction of strategic upgrading is also marked for the next step in the development of enterprise products.

With more changes, more innovations, more perseverance, more fun, more missions...

In the three years of listing, under the banner of "new national product", Metersbonwe will deduce more legends and make the world more Chinese imprint.