Meters\Bonwe: Xinguohuo Movement

Jamo Woo and Kathy Cao

Meters/Bonwe is a Chinese clothing brand targeting students and young white-collar workers aged 15 to 25.

Meters\Bonwe: Xinguohuo Movement

Jamo Woo and Kathy Cao

Campaign details

Brand owner: MetersbonweAgencies: NIM DigitalBrand: Meters/BonweCountry: ChinaChannels used: Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - consumer, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social mediaMedia budget:1 - 3 million

Executive summary

Meters/Bonwe is a Chinese clothing brand targeting students and young white-collar workers. It had been leading the market for years, however local competitors easily copied its winning strategy of authorised merchandise and it was no longer...

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