Mei Bang: Brand Innovation Stimulates Chinese Clothing "Catfish" Effect

In terms of brand innovation, Mei Bang clothing can be regarded as a "catfish" in China's clothing market, although this "catfish" is becoming more and more low-key nowadays.

"Metersbonwe" is the United States.

No ordinary road

In 2008, on the day of listing on the Shenzhen stock exchange, the Me&City store, the second brand of Wentworth Earl Miller, was the spokesman of the jailbreak.

In addition to the launch of a new brand, Smith Barney has launched several new products on the basis of its original brand "Metersbonwe" to catch as many consumers as possible.

2009, the United States and the United States paramount clothing and paramount.

In 2011, with the release of Transformers 3 in China, mebang apparel launched another 80 or so 3 series of products, with a total shipment volume of nearly one million pieces, bringing about 80 million yuan sales for American Apparel.

In addition to working with foreign studios, the United States has not let Shanghai's art studio make such a domestic organization. Metersbonwe's "MTEE" T-shirt with monkey king, Sun Wukong and other classic animated images is also popular in the clothing market.

In the summer of 2010, the sales of MTEE series garments in the United States were nearly 3 million, and the sales rate of many T-shirts in Madagascar, Hello Kitty and black cat sergeant was over 90%. The industry said that the general public clothing brand, the sales rate at 70%~80% and MTEE reached 90%, indicating that the acceptance rate of the market was quite high.

At present, there are four brands in Mei Bang dress, and the "Metersbonwe" brand has been popular among the middle school students and college students as the main consumer group. "Me&City" aims at the white-collar consumers of urban office workers after graduating from universities, competing with the pnational fast fashion brands such as ZARA, H&M and so on. "AMPM" mainly attacks network sales; "Qi" is mainly based on board shoes, and caters to the young consumers pursuing fashion.

Each brand of American bond clothing has also launched a series of new products, extending as far as possible.

Low-key operation of new brand

Mei Bang clothing is dazzling in the extension and innovation of clothing brand, but it goes too fast, sometimes on the contrary, "Haste makes waste".

Zhou Chengjian, chairman of the American Apparel, frankly pointed out that there are lessons to be learned in the operation of the "Me&City" brand.

At the beginning of its creation, Smith Barney hoped that Me&City sales could reach 2 billion yuan in 2009. In fact, the sales income of Me&City in 2009 was only 350 million yuan. In 2010, the sales volume of Me&City was 690 million yuan, which was far below the target value of 2 billion. At present, Me&City is still not profitable, and the breakeven of Me&City is one of the most important goals for Zhou Chengjian now and in the future.

For Me&City's brand operation, Zhou Chengjian summed up the lesson. One was not to go to a large scale shop at that time, and not to expect hundreds of millions of dollars a night. It could pursue one hundred million to two hundred million in 2008, three hundred million to four hundred million in 2009, five to six hundred million in 2010, and seven to eight hundred million in 2011.

After drawing lessons from Me&City, Zhou Chengjian set a low profile strategy for the new brand "Kei". He said, "I will not do like Me&City." Kei is very low-key and will very well accommodate the market, so it is called safety and will soon be able to make money. "

Zhou Chengjian had previously said he and he had