Martha Marceau'S Strategy Of "High Price Brand" Goes All The Way To The Dark?

In the company's own view, the price of a thousand yuan is not a wild demand.

The company's unswerving "network aristocracy" route may be able to kill a blood for itself.

There were PPG commercial myths, and then there were

At present, the first of all e-commerce market share and the traditional clothing brand YOUNGOR, which are involved in the e-commerce market earlier, are undoubtedly the leaders.

Marceau, the first born of Masa, is not even a little flower, but Marceau's unswerving "network aristocracy" route may be able to kill a blood for himself.

High price route

The rise of masa Marceau seems incredible, but there are traces to follow.

Masa Marceau has a decision-making team called "iron triangle" and has complementary characteristics. It has both the chairman of the board of directors such as Zhang Shulve, who is the elites of sina executives. He is very familiar with internet Internet marketing, data analysis, database marketing, CRM management, SEO optimization, user behavior analysis and so on. Besides, Sun Hong, general manager, is born in the famous menswear brand in China, and has more than 10 years experience in traditional clothing management. He has rich experience in the design, production, service and supply chain management of traditional clothing industry.

Such a team played an immeasurable driving force for the development of Marceau.

For market positioning, no matter how the industry changes and how the competitors operate, Marceau always understands his own responsibility, always soberly playing his own "fist routine", that is, there is no flexibility to fan Kai pin's products, nor does YOUNGOR have the courage to make mistakes while not afraid of burning money.

All this stems from the self recognition of masa Marceau by the brand decision-making level.

Compared with the huge market share of van sincere and the strong strength of the predecessors of e-commerce, if Masa Marceau still walks the route of "low price strategy", maybe he can only pick up the leftovers of big brother and disappear into numerous followers.

So,

In the face of the impact of traditional clothing brands on e-commerce, many garment companies born of e-commerce have no clear understanding. They are fighting price war repeatedly according to tradition.

As we all know, traditional brands will never lower the price of products for the secondary e-commerce market and destroy their brand image.

And the company born in e-commerce is different. It's not "fair and honest". It's only a "routine". It's a good buy, no matter "reputation" - the strategy of selling brand.

But Marceau is very clear about it.

Masa Marceau on the propaganda strategy, the main purpose of their own design and production strength, do not hesitate to do brand.

Although in the short term, for a new e-commerce clothing brand, all the funds will be put on the promotion of the product itself, burning money will undoubtedly dig its own grave in the vast network market.

But is Marceau really burning money?

There is a way to save money.

Compared with the advertising strategy of PPG's addiction to mainstream media, Marceau's advertising campaign is undoubtedly small.

The background of Marceau's electronic commerce determines its importance to database construction and data analysis.

The company thinks that the Internet is not the soil of the border area. It can not just aim at a place to sow.

Martha Marceau is more like guerrilla warfare - the market moves, and I move.

Database construction and data analysis are by no means mere technological activity, but the most authentic market survey that determines whether advertising is effective.

Through the scientific utilization of database information, Masa Marceau launched the "save money" advertising.

When they put an advertisement on the NetEase portal website, they saw very good results, and by analogy, they expanded their fruits and spread advertisements on similar websites such as Sina and Sohu website.

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This shows that Massa Marceau's advertising is "accurate", the main audience -- urban white-collar workers.

In fact, these seemingly wild tricks are the way to cut corners. But in terms of brand building, Marceau is not losing any traditional clothing brand.

In my opinion, clothes priced at thousands of dollars are not wild, but Marceau is willing to sacrifice money in design, material, workmanship and production process.

Moreover, in the supply chain convergence and customer service services, it is also a step by step.

Self requirements are based on the standards of shopping malls, and highly constrain oneself in all aspects.

It even launched a 30 day merchandise appreciation period promise: within 30 days, goods will be replaced without damage.

This is precisely what the audience is concerned about.

And its nationwide tour exhibition, free trial and other activities, once again reflects the wisdom of the decision maker of Marceau.

Not long ago, the company completed the first round of nearly ten million dollars in financing, the investor who had previously invested Mcglaughlin's famous Vc firm Sequoia Capital, which was also the return of Martha Marceau's insisting on a solid brand.