National brand MTS Bonwe challenged H&M

On the day before the National Day, the crowds in front of the Saint Deneus Square, East Nanjing Road, Shanghai, screamed one after another. Originally the hottest star in the Chinese music scene, Jay Chou, as fashion consultant of Meters Bonwe, celebrated the opening of the largest flagship store in Asia for Meters Bonwe Asia.

The fans who came to join in the show also brought a huge passenger flow to the opening of the new store of Meters Bonwe.

Coincidentally, in April of this year, the opening of H&M's Huaihai Middle Road flagship store in Shanghai also attracted the enthusiasm of Shanghai fashionistas. Before the store was opened on that day, the front door lined up a long queue. The police dispatched several police cars. To maintain order, until the previous ten o'clock close yesterday, the shop is still crowded with people who do not want to leave.

The time goes by five years. Maybe the next scene will be even more crazy. The previous scene may not happen. As one of the “Four World Fashion Killers,” H&M from Sweden, C&A from Germany, ZARA from Spain, GAP from the United States, etc. are in the world. There is a huge appeal among fashion people everywhere, and it is no exception in China.

But today, Chinese young people have more choices, and such pure Chinese fashion brands as Meters Bonwe are also on their shopping list.

According to a recent survey conducted by consulting firm McKinsey, the proportion of Chinese consumers who trust Chinese brands over foreign brands is considerable and increasing. This situation is even more pronounced in second- and third-tier cities and rural towns. In the field of apparel and footwear, 70% of survey respondents preferred Chinese brands, and only 14% preferred foreign brands. The remaining 16% had no obvious preference.

This is an inspiration to local companies such as Meters Bonwe, who are taking advantage of local strength and challenging H&M from all aspects.

Fashion charm

Founded in 1947, H&M is the largest clothing chain operator in Sweden. It is the second-largest fashion retailer in the world. Apart from ready-to-wear clothing and children's wear, its main customers are fashion-conscious female names from 18 to 45 years old.

Since its inception, H&M has been popular in the world with its fashionable, high quality and affordable fashion. It is considered to be McFashion's representative, “McDonald's Fashion”. McDonald's is simple, unified, and clean. They are famous for selling the same French fries and burgers. Even abroad, Bill Gates is not shy about eating fast food at McDonald's.

H&M has the same charm. The best stars in the world are happy to speak for H&M. When H&M Hong Kong stores are opened, many Hong Kong stars scramble to buy bargains in the store with a shopping bag. They are not afraid of being photographed and embarrassed by reporters.

MTS Bonwe was established in April 1995. Although it has not yet reached 12 years, its founder Zhou Chengjian successfully used the “virtual management” model to rapidly grow in China’s huge consumer market. Currently its audience is relative to H&M. Focus more on people aged 14 to 15 years old.

Like H&M, MTS Bonwit also provides fashion products with low prices. They had hired Aaron Kwok, one of Hong Kong’s “Four Heavenly Kings” as their brand spokesperson, as early as 2001, and their popularity has soared.