Metersbonwe Innovation Defines Fast Fashion

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.

This day is 3 months from Metersbonwe's listing 3rd anniversary.

Unlike the manufacturing industry, Europe and the US have always had the absolute power to speak and lead the trend in clothing, fashion, entertainment and other industries.

As a local clothing brand in China, it has been listed for 3 years, and Metersbonwe can join the top 10 in the global fashion brand, because Metersbonwe has been embracing changes and sticking to innovation.

Building multi brand Empire accurately

In August 28, 2008, the United States launched a brand new ME&CITY on the day of its listing. This shows that the United States, which has long focused on single brand operation, has begun to extend its product line and prudently begin to build multi brand empire.

At that time, Zhou Chengjian, chairman of Metersbonwe, replied, "where is the chance for ME&CITY to succeed?"

This question is based on the word "opportunity". Zhou Chengjian said: "although many overseas fashion brands enter China, they have changed their consumption outlook to a certain extent. But compared with Metersbonwe, they still lack the understanding 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 ME&CITY to launch."

With the debut of international star Wentworth Earl Miller Wentworth Miller, ME&CITY's first appearance is to lock the eyes of consumers.

Speaking of the experience of going public for 3 years, Zhou Chengjian said, "I still have quite a lot of experience."

He said, "there have been gains and losses in the past 3 years.

To get ME&CITY company to get a lot, from the economic efficiency, still in the incubation period, the company benefits from organizational innovation, in terms of team building, as well as in terms of process management and product innovation, has accumulated a lot.

Especially in terms of process innovation and product innovation, it brings great value.

The company's performance has changed greatly since last year, which is closely related to these innovations.

In addition, through this process, we know better how to find precise positioning and do well the tailors I have always emphasized.

In this constant reflection and innovation, ME&CITY, which emphasizes quality, fashion and personality, meets the brand new demand of Chinese workmen and middle class, enriches the connotation of Metersbonwe brand, and builds strong complementarity and support with the original Metersbonwe brand. It has achieved rapid growth in ME&CITY3, with the number of shops increasing from 0 to 480, and sales from 0 to 1 billion yuan.

After 3 years' careful planning and market test for 3 years, the experience accumulated in the trial of differential and multi brand operation has made the pace of Metersbonwe more bold. A diversified enterprise development context around "no ordinary road" is clearly manifested. In 2009, the birth of Michi kids, which is still at the time of positioning, was born, and now has its own characteristics as an independent brand in the children's clothing industry after 2 years of development.

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, CHIN brand, an online footwear special brand made with Chinese elements, came into being.

Innovation and pformation "Internet tailor"

Zhou Chengjian has always had a dream: "Metersbonwe will become a global tailor and provide a new fashion experience for the global consumers".

Through the process of creating ME&CITY brand, Zhou Chengjian found himself "not enough to understand tailors".

He said: "this matter enables me to further understand how to make modern tailors and lay the foundation for the sustainable development of enterprises.

Don't be afraid of any problems. You must have enough confidence in the industry and the field.

Because times are changing, consumer demand is changing all the time, and the pattern of competition is changing all the time.

In this context of change, if there is not enough innovation, enough humility, and enough awe, it is hard to do things.

In this process, the power of innovation has been further excavated. This is also the driving force for us to innovate in business organization, process, product development and terminal management in recent years.

To realize this dream, 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.

By the time of press release, the highest single day sales of Bong net have exceeded 1 million yuan.

From 2 to 3 days to 2 to 3 minutes, from 2008 to 2011, the reaction speed of Metersbonwe orders has changed dramatically since its listing. The busy IT staff made the United States turn from traditional garment manufacturing industry to the virtual operation of the Internet.

In order to achieve more high-quality 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.

"The future will be an Internet era. Internet life includes media, business, social interaction and other aspects.

In this context, we should not only do e-commerce, but also think through e-commerce.

The whole consumption mentality is changing. We need to really think about how to do the online and offline development in the Internet era, how to combine traditional and electronic commerce highly, and at the same time conform to the changes in people's consumption habits and consumption needs. This is what I am thinking about, "Zhou Chengjian said." in the past, the understanding of electronic commerce was low price and low price symbol. I have always stressed that e-commerce should not be just a sign of low price, and low price will surely bring low quality challenges.

It should also reflect the brand, cost-effective, high consumer experience, so that e-commerce will really develop faster. "

Marketing Innovation Upgrading brand connotation

"Consumer goods production and marketing can be divided into 4 levels, brand players, retailers, channel manufacturers, manufacturers, Metersbonwe is not a manufacturer or a channel trader. Metersbonwe is a retailer with brand names. In today's Internet era, the management complexity of online and offline businesses is more complex than that of ordinary enterprises.

It's easier to be a retailer or a brand dealer, but we need to be both a brand and a retailer. It's very difficult to manage the whole strategy.

I have been thinking about how to change our supply chain in order to make people's life more convenient with the logic of the Internet age. Zhou Chengjian has been thinking about this.

If we are to respond to the changes in the Internet and Metersbonwe is calm, Metersbonwe will be more forward-looking in the face of the traditional market.

In the 3 years since the listing, Metersbonwe has grasped the opportunity, skillfully marketing, and accumulated the 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 started from MTEE, a Chinese brand Metersbonwe. The hero's costume from the beginning of the movie is MTEE's TEE, and in the first 5 minutes, the hero appears on the screen. This is also the longest time in "Transformers 3".

The cooperation between Metersbonwe and 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 successful Transformers derivative products since 2009, including print, MTEE, Transformers logo and many other patterns of printed MTEE.

In the 3 years since its listing, Metersbonwe has been facing the two major themes of domestic and international brands playing the international brand. It has grasped the two themes of domestic products and innovation. It invited Jay Chou and other avant-garde idol to wear the new Chinese products robes, which affected and continued to affect generations of consumers.

Jay Chou, a representative of the trendy people linked to screaming, shouting and fanaticism, is a national product - A Cultural Representative associated with nostalgia, history and inheritance. In Metersbonwe, the two are perfectly integrated through cultural, artistic and technological forces.

The Museum of Metersbonwe clothing, which covers the millennial Chinese clothing culture, has become the cornerstone and Inspiration of Metersbonwe's innovation. In 2008, the theme of "Vietnam Vietnam fashion" series includes Kung Fu, blue and white porcelain and other themes, all of which come from the costume collections of 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, inviting 8 Chinese new generation pboundary designers from the 80s of last century, using their keen sense of fashion, creating 80 themes of the 80 nostalgia series and the classic animation series of the movie studio, and converting 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, drew a clear outline of 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".

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