Metersbonwe is a famous Chinese casualwear brand, which is unknown outside china but well-known in Chinese market. According to TIME, “With about 5,000 outlets in the country, most of them under the Metersbonwe name, the Shanghai-based clothing retailer is just as omnipresent in the Middle Kingdom as the Gap is in America”. It dominates in China with the leading position. Now, Metersbonwe plans to open stores globally in three years.

Opening stores globally is a significant decision. Actually, not many Chinese companies have become global. Some of them succeed in the international market such as Lenovo and Haier, but there are also some unsuccessful causes like Li Ning. Therefore, Metersbonwe will face a big challenge in order to be recognized in the international market.

As a Chinese brand, Metersbonwe realizes many weaknesses. Firstly, Chinese brands focus too much on production but not enough on customers. In order to and develop the brand recognition and reputation, support from customers is essential. So, what Metersbonwe needs to improve is to consider more about consumers and bring committed interest to them. In addition, the quality is a problem. The quality of goods made in china is stereotypically thought as bad, which is disadvantageous for Metersponwe. Thus, the quality of Metersbonwe should be good enough to eliminate this stereotype.

Resource: http://business.time.com/2013/11/15/never-heard-of-metersbonwe-well-you-will-soon/