Metersbonwe: ME&CITY does not compete with ZARA, H&M for construction sites

In 2008, Metersbonwe, the leader in the Chinese fashion casual wear market, launched its new fashion brand “ME&CITY”. The listing of ME&CITY indicates that Metersbonwe has long focused on single-brand operations and has begun its multi-brand operation.

The "Metersbonwe" brand was founded in 1995. After 15 years of focused development, the brand's share of the Chinese fashion casual wear market has been far ahead of its competitors. So far Metersbonwe has established nearly 3,000 brand stores nationwide, and the market sales volume is close to 5 billion yuan, creating a miracle for Chinese clothing brands. Like many successful Wenzhou people, Mr. Zhou Chengjian, the founder of Metersbonwe costumes, led his team from Wenzhou to Shanghai and built a huge fashion industry with diligence and wisdom.

According to information released by ME&CITY, "ME&CITY" is mainly aimed at 18-35-year-old workplace tycoons. Emphasize quality, fashion, personality. The brand's positioning is a strong complement and support for the "Metersport Bentley" brand, which emphasizes "school consumers". Metersbonwe has a very high degree of awareness and acceptance among student groups. Years of operation Metersbonwe cultivated a large number of loyal young consumers, but as the ages of these consumers grew out of the campus one after another, The original spending habits and preferences will change accordingly, and most of them no longer follow the brand. For Metersbonwe, if we want to continue to seize this group of customers, we will only launch new brands that are more suitable for this group of consumers. Therefore, launching the new brand “ME&CITY” is a step forward and it is a further step toward the target consumer market. Segmentation and extension, for the Metersbonwe Group, the strategic intention of this multi-brand operation is very clear and accurate.

Mr. Hao Yingli, chief consultant of Haoshang Consulting, believes that “ME&CITY” is the brand extended from Metersbonwe to the high-end market and differentiates with “Metersbonwe” in brand positioning. Especially in the age group of 22-35, ME&CITY covered the consumer groups that Meters Bonwe brand could not match, and met the original brand consumption needs of the original Metersbonwe consumer group, which enabled Metersbonwe to At the same time, it has two sub-brands, which will inevitably further increase the overall market share of Metersbonwe.

Next, we analyze the series of market operation strategies of the ME&CITY brand in the early stage, with a very clear idea of ​​international operations.

1, international big-name movie stars endorsement

Needless to say, the Metersbonwe brand was very successful in the selection of spokespersons such as Aaron Kwok and Jay Chou. “ME&CITY” followed Metersbonwe’s spokesperson strategy, but its spokesperson not only crossed the strait, but also had to go out of the country, eventually locking Hollywood celebrity tworth Miller. Miller became popular as he starred in the American drama “Prison Break” actor. There are also a large number of loyal fans in the country. Miller's endorsement has accelerated the popularity of ME&CITY brand and brand marketing. With the strong capital support after listing, Metersbonwe has started a series of vigorous marketing campaigns for ME & CITY.

2. Design team with international background

Metersbonwe has a world-class product design and development team, led by the French designer Luc Bruno, each year more than 3,000 clothing styles to the market, 70 days to complete the clothing design, test equipment, finalized, Sample production, volume statistics, large cargo production, logistics and distribution of a full range of links. The time disclosed by Metersbonwe was postponed by eight weeks compared to the two weeks of ZARA. But for many local fashion brands in China, this speed is already ahead of schedule.

3, international 4A advertising company's brand planning promotion to help out

ME & CITY's entire marketing planning process was entrusted to Leo Benet, an internationally renowned 4A advertising company. Leo Burnett is a world-class advertising company. The world's top 500 brands such as Coca-Cola, General Motors, Procter & Gamble, and McDonald's are all famous brands. It is Leo Burnett's customer. Thanks to the help of internationally-advanced advertising companies, and the support of generous marketing expenses, the mysterious veil of ME&CITY shop has not been formally opened yet has triggered strong public expectations.