Why Didn'T Metersbonwe'S "Brother" Me&City Do It?

"Metersbonwe, do not take the unusual road" this advertisement and everybody must have heard, but Mian Styr (Me&City) this name very few people knew, actually Mian Styr is Metersbonwe 08 years summer launches a new brand.

Why is there such a big gap between the two?

Today we will analyze the mystery.

Scientific analysis

Using PEST to analyze the difference between Meters/bonwe and Me&City's macro environment and its nature?

Meters/bonwe is a brand that has grown up with the young generation of China after 80 and 90s. The national economic policy has been gradually liberalized, the growth of private enterprises has been fostered, the level of national economy has also increased rapidly, the clothing brand has been paid more attention, and the social consumption consciousness has gradually risen.

In addition, the fashion sense and sexy consciousness of clothing have gradually increased from generation to generation. At the same time, the integration of information resources has rapidly improved, and the efficiency of enterprises in production and sales management has also been rapidly improved, thus bringing about the rapid growth of Meters/bonwe brand.

Me&City was launched in 2008. The consumption level of Chinese residents has reached a certain level, especially in the high-end market of the city. The consumer market has a higher demand for brands, pays attention to fashion sense, personalization and consumption experience, requires the brand to have a high sensitivity to the social consumption demand, and the market responds rapidly, but does not pay attention to the technical requirements of product production, and more pursuit of handmade clothing products.

To find out why Meters/bonwe is very successful, but Me&City is in trouble.

Meters/bonwe is tightly targeted to the target consumers in the process of growth. Brand positioning, product design, store layout, spokesperson selection, advertising channels and so on are well matched to the target group after 80 and 90, which not only grasped the psychological needs of young generation's independence and pursuit, but also had high performance price ratio in the range of this part of people.

Me&City brand positioning high-end urban population, and Meters/bonwe campus based young people itself has a crowd difference. Meters/bonwe's low price strategy has also brought consumers a low price brand impression. From this, the early brand related sales seriously affected the high-end image of Me&City, and the impressions of preconceived brand are hard to change after that.

Binding leads to failure of "human establishment".

Zhou Chengjian hopes to grasp the loyal young consumers who were nurtured before Meters/bonwe through the Me&City brand, which itself is a good corporate brand marketing matrix.

But once the campus crowd entered the workplace, they wanted to pform to choose a new brand. Me&City and Meters/bonwe related sales seriously affected Me&City's high-end urban brand image, and did not give the brand sense to young professionals.

- missed strategic phase

At present, the level of national economy has reached a certain level. Consumption upgrading, light luxury, fast fashion and quality pursuit have become the new focus of social consumption. The brand positioning of Me&City also accurately captured this consumer market.

Moreover, in 2008, there were few famous foreign brands such as ZARA, MCM, MichaelKors and so on. The market competition was relatively limited, and had a good brand development environment.

But for all these reasons, although Me&City is accurate, it does not operate in a hot way.

-- solution

After talking so much, in my opinion, Me&City needs to operate the brand independently and choose the image matching models to create the brand image. The difference between the obvious segmentation and the Meters/bonwe image can penetrate into the high-end fashion venues and establish a "high-end atmosphere".