Meibang Clothing Has A New Action, Shops Are Renovated To Create A Fashion Laboratory

Recently, Guochao brand MetS Bonwe has ushered in a special "store manager" - young energetic Wu Lei in its Shanghai flagship store. Under his leadership, a large number of young people gathered in the "mtee lab" space carefully created by metsbourway, which ignited the power of youth and awakened the resonance of personality.

One of the core highlights of this activity is the renovation of this landmark store on Nanjing Road. With experimental spirit and creative gravitational wave, a fashion laboratory "mtee lab" has been created in the fashionable cultural front where young people gather. The first floor is divided into different styles according to different IP addresses. It seems to be an online red card punching experience area. Taking photos, checking in and shopping are indispensable.

In addition to bringing forth new ideas in product design and fully considering the needs of young people, metsbourway's action also pays more attention to young people's sense of experience and can better meet their playful psychology.

The new image of the flagship store is also the effort of Meibang to upgrade its entire brand. It boldly combines the "consumption" action with the "play" cultural trend, complies with the fearless bondage of young people, breaks the boundary between traditional shopping and exhibition, and is committed to creating a new shopping experience for young consumers.

According to the reporter on the spot, mtee lab space will continue to be on display for one month. In the future, mtee lab space will be a great place for fashion talents from all walks of life to visit the exhibition, take photos and punch in and play with fashion.

　　 IP cross border co branding upgrade brand value core

Mtee, as a multi-cultural and street fashion brand under MetS Bonwe, has developed its own creative crossover. Since 2009, mtee has called on young people to "go out of the ordinary way", dare to break through, lead the trend, and make fun of fashion.

The sports, art, history, music, games, animation, fashion and other cultures loved by young people are presented in the form of street fashion through printing patterns and design tailoring, so as to create a unique national trend paradigm of metsbouray.

As the carrier of the trend culture, MetS Bonwe has always been a fashion Explorer with experimental spirit and innovative spirit. It is constantly looking for the meeting point between the brand and IP, excavating, integrating and innovating the culture in various fields, exploring the cultural details of different dimensions with the help of unique fashion attitude, and accurately developing product lines that adapt to the trend and shopping trend Promote the value of the whole business.

　　 Accurate positioning of consumer demand for young people

In fact, in recent years, Meibang's ability to insight into the consumption demand of generation Z has been continuously improved. Only in the first half of this year, the company's cross-border marketing activities frequently appeared, which not only broke the shackles of the circle, but also achieved the flow transformation combined with the fan economy. For example, the "Full-time Master" co branded in the "IP co branding" series of Meibang brought the first "two-dimensional virtual live broadcast" of the clothing industry on June 25. The virtual idol was used to bring goods, and the idol fan economy was launched to realize the mutual blood production between brand and IP.

Another example is that in April not long ago, MetS Bonwe joined hands with Peking opera star Wang Peiyu to integrate the quintessence of Peking Opera into fashion clothes. The new Beijing opera series "China Meibang" released in yuyinge, Shanghai, has won unanimous praise.

　　 Social retail and houlang jointly innovate and empower

In the first half of this year, affected by the epidemic situation, offline retail was greatly impacted, and business activities were under control in a short period of time, and it was difficult to recover for a while. According to statistics, in the first half of the year, the per capita passenger flow of Meibang's core stores in the first and second tier cities decreased significantly, and the retail business income decreased significantly compared with the same period of last year, but the income of e-commerce channel was flat on a year-on-year basis. This achievement can not be achieved without the continuous optimization of the company's channels.

According to the semi annual report, as of June 30, the company's online business accounted for about 30%, especially the social new retail represented by live broadcast and social marketing grew rapidly, and the growth rate of related revenue reached 548%, which made up for the negative impact of retail channels to a certain extent.

In addition, Meibang also actively develops the new mode of "online drainage + physical consumption". Offline shopping guides launch live broadcast to guide consumers in the region to enter stores and promote the activity of private traffic based on stores and shopping guides. The rise of social retailing is also the embodiment of houlang people's new lifestyle and consumption attitude. In the future, Meibang will continue to make efforts in social retailing and innovate with houlang.

Conclusion: this mtee lab is only the initial step for Meibang to seize the young tide. In the future, mattersbonwe will continue to play the role of the promoter of the trend culture and the advocate of the young lifestyle, have a profound insight into youth culture, gather young individuals with strong self-concept on interesting life and chaoku personality, and use the cultural collision in different fields to make this group of young people with feelings and tension interact.

It is hoped that through blowing the clarion call of youth culture, we can ride through the wind and waves together with contemporary young people, and continue to interpret the fashion attitude of "taking the unusual road" of the brand.