Shulou(Shulou.com)11/24 Report--

Recently, Li Jiaqi's live broadcast speech caused a stir, and the event of Hua Xizi 79 yuan eyebrow pen continued to ferment, and established domestic products such as Honeyflower, Yu Meijing, Metersbonwe, Lotus, vigor 28 and so on exploded unexpectedly, not only launching 79 yuan packages one after another, but also playing fancy joint names, and the live studio was all filled with other domestic products. This lively scene was called "team building of domestic products" by netizens.

The domestic brand Metersbonwe, which has a brand history of 28 years, went out of the circle in the live room, # Metersbonwe live room is festive # and # Metersbonwe ice city joint broadcasting is funny # the two topics directly rushed to the hot search. The brand runs through the whole youth for the post-80s and 90s. The classic line "Duanmu took me to Metersbonwe" can still arouse everyone's memories and become a famous scene of communication. Jay Chou endorsed for 15 years, with a slogan "Metersbonwe does not go the usual way", but also made young people flock to it, making Smith Barney the number one fashion clothing brand at that time.

▲ screenshot in the list Metersbonwe in its official Douyin flagship store studio, with the national trend theme live broadcast of "domestic Spring Festival Gala News Group to keep warm" once reached the first place in the industry store list, not only twisting the Northeast Yangko, but also taking domestic brands such as Honey Snow Ice City, Wa, Lao Gan Ma, and Honeyflower to start the show, with a relaxed and lively atmosphere, which increased its fans by nearly 200000. More than 5w people online in the studio, Douyin ranked second in the overall list of goods sold, and ranked first in clothing flow for three consecutive days, which once pushed the share price of Smith Barney Apparel up by the daily limit.

Screenshot of ▲ clothing flow list

Screenshot of ▲ Douyin comments

The screenshot of ▲ Douyin comments was silent for a time, why can Metersbonwe catch this wave of domestic products this time?

Metersbonwe was founded in 1995 in Wenzhou, Zhejiang Province. its name means "Beautiful Dutes here, raising the prestige of our country", but it is often misunderstood as a foreign brand.

With founder Zhou Chengjian's entrepreneurial spirit, in only two years, Smith Barney's revenue exceeded 100 million yuan. In 2008, Smith Barney successfully landed on the Shenzhen Stock Exchange and became the first leisure clothing brand listed in China, with a market capitalization of close to 40 billion yuan. In 2011, Metersbonwe has more than 5000 stores nationwide, with revenue of nearly 10 billion yuan and profits as high as 1.2 billion yuan.

As a domestic brand with a history of nearly 30 years, Smith Barney, like many domestic brands, has experienced mistakes in operational positioning. Under the impact of Uniqlo, ZARA and other foreign brands, from 2019 to 2022, Smith Barney clothing performance has declined one after another, continuously expanding losses, and the number of stores is only 1/5 of that of the peak period, once relying on selling properties for greater living space.

Zhou Chengjian, the founder of Smith Barney, did not admit defeat and came out again this year to carry out a new strategic layout.

Zhou Chengjian personally set up an e-commerce team, and he was also personally responsible for the recruitment of Hangzhou live e-commerce team. Since February this year, Zhou Chengjian began to prepare for e-commerce live broadcast business and opened an e-commerce company in Hangzhou in May. Lead the team personally, choose Hangzhou as the headquarters of e-commerce, and take employees to Hangzhou to study e-commerce, a series of actions show the determination of Meibang to broadcast live e-commerce.

In June, it was officially announced that a new company would be set up in Hangzhou to build e-commerce headquarters. Make full use of the industry resources and talents in Hangzhou to create a richer live broadcast ecology. The company will focus on online channels and strive to create an e-commerce platform based on brand, omni-channel, online and offline. At present, Douyin has opened its official flagship store, menswear store and Olai store.

In July, the relocation notice was issued, announcing that employees would temporarily leave Shanghai and go to Hangzhou to learn about e-commerce, and then return to their posts to perform their duties after unifying strategic awareness. The determination of the whole staff to learn the knowledge of e-commerce is rare in today's private enterprises.

On August 30, Qingtian County Government and Meibang Garment held a cooperation signing ceremony for the e-commerce park project in Lishui, Zhejiang Province.

With these foundations, the Meibang team will be able to cooperate with the market for the first time, and the marketing center will cooperate with the live broadcast team to create the theme of "domestic Spring Festival Gala", connect with Honey Snow City, and various creative live broadcasts will ensure user activity. steadily accept this hot topic, so that the real strategic landing, to achieve the brand e-commerce consumption scene in the new era.

▲ studio rehearsal and layout of online channels is this year's key strategy, Douyin is the core of Smith Barney's current digital strategy, through live scene creation to rebuild the consumption scene in line with the times. Smith Barney has a Douyin base not only in Hangzhou, but also a video base in Guangzhou.

At present, the new business pattern of American Bond in Shanghai, Hangzhou and Guangzhou not only lays a solid foundation for accepting the market opportunity of this domestic product trend, but also announces that Metersbonwe is gradually returning.

Do not forget the original ideal and ambition, return is still not the usual way

At that time, Zhou Chengjian proposed to be a "tailor of the world," but he missed the dividend of the times in the construction of the consumption scene, but after this new wave of domestic products, Metro made a comeback in a way loved by contemporary young people. Once again, it is loved and concerned by young people, which also shows the strength of Metersbonwe's brand genes.

At a time when national self-confidence is growing, this wave of "domestic Spring Festival" is just the beginning. Metersbonwe will continue to polish its products and upgrade its brand strategy, always aim to serve consumers, and will eventually return to the consumer wardrobe. return to the peak with a new look.

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