Core Insights - The article discusses the transformation of Metersbonwe under the leadership of founder Zhou Chengjian, who emphasizes a "zero-based" mindset to reconnect with consumers and revitalize the brand [1][2][25] - The company aims to regain its position in the Asian market and enhance its brand appeal among younger consumers while maintaining its historical identity [2][25] Group 1: Brand Transformation - Metersbonwe is undergoing a comprehensive transformation, focusing on product line expansion and a new retail model that integrates online and offline channels [1][2] - The brand is returning to its roots, emphasizing its "academy style" while adapting to modern trends and consumer preferences [5][25] - Zhou Chengjian has personally engaged in market research, visiting various cities to understand consumer needs and preferences [1][5] Group 2: Market Strategy - The company is adopting a multi-tiered management approach, with direct sales in first-tier cities and a franchise model in lower-tier cities [12][13] - Metersbonwe plans to establish "next main stores" in key shopping areas to enhance brand visibility and consumer engagement [12][25] - The brand aims to balance its physical store presence with online strategies, ensuring a seamless shopping experience for consumers [14][25] Group 3: Product Development - The new product strategy focuses on inclusivity, offering styles that cater to various body types, age groups, and occasions [6][10] - Metersbonwe seeks to differentiate itself by providing versatile clothing that allows for cross-style and cross-scenario combinations [9][10] - The brand is committed to evolving its product offerings while retaining its core identity, such as the classic academy style [25][26] Group 4: Brand Communication - Zhou Chengjian has taken an active role in brand communication, including live streaming to share the company's transformation journey with consumers [16][17] - The brand aims to create a narrative that resonates with consumers, focusing on storytelling rather than merely promoting products [16][17] - Metersbonwe recognizes the importance of professional marketing teams to effectively convey its brand message in the future [17][21]