By "Hornet", "Optimus Prime", "Megatron" Transformers Dongfeng, "Metersbonwe" clothing hot. They hit tens of millions of yuan won the Transformers copyright China franchise. Zhou Long, who is responsible for the "Transformers Project" at Smith Barney, told reporters yesterday: "Generally, June and July are the off-season sales of apparel. So far, our sales have seen double-digit increases over the same period of last year. Under the current economic environment Said it is very delightful. "Chinese private enterprises in Hollywood blockbuster, tens of millions of yuan cost, worth it? Industry insiders have different opinions. White collar workers buy "Transformers T-shirt" Jennifer is an investor, and "Transformers" fans. From the March and April Youku online "Transformers 2" small trailer began attention. She found that "there's a MTS advertisement in the trailer!" By May, the topic of "Meters" looking at "Transformers 2" was hot on many online communities. "Many netizens started sending spontaneously messages about the 'MTS Transformers T-shirt to over 100 movie tickets', which should be enthusiastic." On June 24, at the premiere of the movie, Jennifer rushed to experience a "King Kong fever." "I saw the 'Meters / bonwe' brand, twinkling in." In Jennifer's opinion, 30-something is not suitable for Smith Barney wearing "student wear," but she still could not help but to order online A t-shirt printed with "Hornet" round neck, "feel cool." The day before yesterday to attend a venture party, the table we talked about "Transformers." Jennifer said that all people are in favor of "adding points" to Smith Barney. "This brand marketing has done a good job and touched people's hearts." "Transformers fit well with their slogan," Do not take the unusual road. "Their investment of 10 million yuan, We think it's worth it. "An almost missed luxury lineup of Mariners, actually operated by Smith Barney's two young people, Zhou Long and Xu Weidong, "Transformers are the common childhood memories of 70 and 80. And these audiences are the target consumers of Metersbonwe." 29-year-old Zhou Long told reporters about the original intention of planning. Cooperation with the Hollywood blockbusters, is Nike, Pepsi, Nokia and other well-known international business practices. Chinese mainland brand has never been involved in international movies. "At first we went to the United States full of hope." Transformers "copyright holders - the United States Paramount Pictures (DreamWorks) and Hasbro poured cold water to us. They have never heard of Metersbonwe, do not even know Jay Chou, an endorsement, "said Xu Weidong, deputy general manager of Smith Barney, which was awkward. However, the turnaround and so accidental. The end of 2008, Paramount Producer Lorenzo came to Shanghai Nanjing East Road shopping, suddenly saw the big "Meters / bonwe" sign, this is not the Chinese brand they negotiate it! He got interested. By understanding, he knew that Smith Barney has 2,600 stores located in the city's first-line shopping district - which is really a "Transformers 2" great carrier! The two sides went on smoothly and Smith Barney smashed the 8 digit Renminbi to win the China Franchise of Transformers. Image spokesman out of date yet? In order to meet the "Transformers" marketing, Smith Barney developed several series of costumes, a total of more than 200 models, more than 100 million pieces. Subsequently, embarked on a new integrated marketing, in the shops, the Internet, magazines, cinema to form a linkage. Use a comment from netizens to describe it as "big." In fact, there are precedents for the marriage between Chinese enterprises and film and television. This is the first time that they have married the Hollywood blockbuster in the United States. And 8-bit huge amount of money, it is estimated to hit a new high. Worth it? It has always been the focus of debate among business people like Jennifer: "They've really enjoyed double-digit growth, but I think selling two T-shirts is not their main purpose, and the short-term effect can be up to sell How much? They actually see is the brand image in the minds of consumers - Metersbonwe and Hollywood blockbuster cooperation, strong! "" And film and television cooperation, investment is not low, and even reached 8 digits, I Consider it worth discussing. There are millions of marketing tools, only continuous innovation, is the fundamental way out. For example, the more popular 'fast fashion', it is to meet the network of people welcome.As ZARA, a brand from the designer drawing, Factory proofing, bulk shipments, to reach consumers, the middle of not more than 30 days. This method is very low cost. "" Open Smith Barney shop, you will find a unsatisfactory situation: the hottest 'Optimus Prime' crew neck T-shirt, sold only 461 as at 20 o'clock on the July 8. As a company with Metersbonwe, ME & CITY and other fashion brands, Smith Barney should expand its visibility at the same time, good Marketing considerations with the channel, a simple 'spokesperson' time has passed. "