Consumer China

Metersbonwe – youth hit seeks to move upmarket

  • Published 03 Nov 2011

College-age consumers drive strong sales this year, but Metersbonwe is trying to upgrade its brand value by hiring stars as brand ambassadors.

Metersbonwe (002269:SZ) is attempting to climb the value chain and move away from its positioning as a brand for college-age consumers. However, it still ranks as the most popular brand with younger age groups and lags foreign brands such as Zara (ITX:MCE), H&M (HMB:STO), Uniqlo (9983:TYO) and Esprit (0330:HKG) in higher-tier cities. Even so, aggressive expansion and savvy marketing campaigns are expected to help sales grow 40% this year. However, inventory management remains an issue.

Issue icon

Latest Issue

17 May 2012

Browse the archive

Subscribe now to access all of China Confidential

China Confidential Funds

China Confidential Funds, a new research service launched by FT China Confidential, is dedicated to illuminating the mainland fund industry. Our team of fund industry experts in Shanghai search out the interesting trends in fund performance, strategy, interactions with overseas funds, regulatory changes, distribution and management. We also use a proprietary system to track the emerging flows of Chinese money. Click here to find out more.

Find out more