Masa Marceau CEO Sun Hong: Subversion Of Luxury With "Parity"

Always low-key high-end

According to reports, this is the first time that the Marceau brand and its founding team have been officially unveiled to the public for two years.

CEO Sun Hong revealed at the press conference the three major business strategies of masa Marceau to build the first luxury brand of men's online shopping, the fashion trend vane and men's image design experts, and redefine the development trend of China's high-end men's clothing with the "luxury of parity".

Sun Hong also said that Masa Marceau's brand value is to give more men's care to men who are on the rise of their career, and show the perseverance and freedom of the "trudge" on the road, making the brand the soul of clothing.

At this conference, Massa Marceau released 60 2011 season new products, and displayed by 20 Chinese and foreign models.

In the nearly 20 minutes of fashion show, they showed four themes of purity, confluence, trace and fantasy.

Designers make full use of the different colors and fabrics to achieve superior body effect.

Another important feature of the conference is the signing of international fashion etiquette expert Zhou Simin, as the image consultant of masa Marceau, and jointly launch the MASA man positioning tool to provide consumers with high value-added image design positioning service.

Zhou Simin, from Taiwan, is known as "the godmother of international fashion etiquette" by the industry.

Sun Hong said that one of the important missions of SA Marceau's brand is to enhance the image and influence of the male. Zhou Simin, as a fashion etiquette expert, has an absolute right to speak in men's clothing.

The MASA image positioning tool jointly developed by Masa Marceau and Zhou Simin will launch software in the near future. According to the five elements of skin color, shape, style, role, and scene, the user will enter the object dress design in five minutes.

The introduction of the software fills the gap of men's image in the market but without practical tools.

It is reported that the software will soon be on the Marceau website.

Prior to this, Massa Marceau in the industry was relatively low-key.

This first official appearance and a combination of leading industries highlights its determination to compete in the high-end men's clothing network brand leader.

Expert analysis, the Internet private brand in the field of e-commerce and related professional products can be described as an example of innovation, the traditional business mode has been subversive change, network brand industry ecological chain has been formed.

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Annual sales of 700 million

Sun Hong predicts that the turnover will reach 5-7 billion yuan in 2011.

The data show that Marceau's turnover in 2010 has exceeded 200 million yuan, and the Masamaso.com membership of the official website has exceeded 1 million, maintaining an average annual growth rate of 3-4 times.

This is the achievement of a self made brand menswear B2C company, which founded more than two years ago.

Its monthly sales in early 2009 only hovered at 20-30 yuan.

Marceau took only 5 years to complete the journey of traditional clothing company in the past two years.

At present, it has become a leading brand in the field of high-end men's wear.

The number of employees has reached 300 people, plus 600 people's expansion plan this year, Masa Marceau will become a large network clothing company with nearly 1000 people scale.

In the eyes of most online shoppers, online shopping is a low price. Marceau, however, always adheres to the route of "network aristocracy". The average customer price is more than 600 yuan, which is the only "high price" in the fierce online shopping market.

The first person who dares to eat high priced crabs also killed a blood route.

Sun Hong attributed it to quality success. Masa Marceau currently has a top designer team led by Spanish designers and world-class top supplier of fabrics, including SWAROVSKI crystal, diamond, Japanese YKK zipper and British COATS line.

The advantages of the international fan plus China price led Martha Maso to set the industry leading position in just two years.

In 2011, Sun Hong raised the business goal of Massa Marceau to 5-7 billion yuan.

It is precisely because of its good growth, Marceau has won the world's largest VC Sequoia Capital last year and the North Light venture capital injection of tens of millions of dollars.

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Parity and luxury always seem to be a pair of contradictions.

Just like the crossover of "mouse and cement", Marceau has again fused the contradiction between "parity" and "luxury".

At the press conference, the 60 new products released by Massa Marceau were called the essence of European fashion, with an average price of only 1/5 to 1/3 of the international brand price.

Sun Hong introduced the price of the new product from 268 yuan T-shirt to 1000 yuan or so, the price range of T-shirt is around 268-368 yuan, and the price of shoes is between 400-600 yuan.

The price of shirts is between 200-300 yuan and the price of the coat is between 600-1000 yuan.

Take the popular "double mercerized cotton" T-shirt, which is popular in the international market this year by Masa Marceau, for example, it is the main material of the international top grade brand T-shirt products this season.

In Zegna, Armani, BOSS, para brand is already a regular product, their price is about 2000-3000 yuan, and the men's clothing brand in the domestic senior department store also basically uses this kind of material, the price is about 800-1500 yuan, and the cost performance is obvious.

"Traditional big brands, a shirt is two thousand or three thousand, and the retail price of masa Marceau is only 1/5 to 1/3, because we have saved the cost of intermediate links through direct selling through the website.

For these brands, my performance price ratio is very high.

Sun Hong believes that the high cost performance of masa Marceau products is one of its core strengths.

The integration of parity and luxury is impossible for traditional costumes, but has become a reality in the field of e-commerce.

Sun Hong said that Masa Marceau has formed a set of perfect clothing design and production process and efficient cost control system to ensure high performance price ratio.

According to reports, Marceau is currently in New York, London, Paris, Milan and other global settings of fashion information station, to capture the international fashion trend, the most popular fashion elements.

Fashion editor and buyer form information group to provide creative materials for designers.

After the initial creation of the designer, user tries, hearing and so on. Finally, it is revised to become a product and then mass produced.

80% of the products belong to the unique design of masa Marceau brand.

"In the design, not only follow the fashion European classic design, catch the latest international popular elements.

More importantly, it is in line with the Oriental's physical characteristics and cultural psychology.

"Masa Marceau CEO Sun Hong told reporters that" the classic design of Chinese and Western combination is the soul of masa Marceau men's clothing. "

In addition, Marceau has always been improving on clothes and materials, and 70%-80%'s fabrics are imported from abroad.

Products are mostly cashmere, pure new Merino wool, Tencel and imported long staple cotton and other high-end materials. Some products also use advanced waterproof coating technology to reflect the fashion sense and technology sense of the product.

In the words of Sun Hong, Masa Marceau men's clothing is fully referenced to the international brand in the use and design of fabrics, but the price is only 1/5 to 1/3.

In this regard, Sun Hong explained that the entry of international brands into the Chinese market requires different links such as tariff collection, channel distribution and so on, and it needs to bear higher shop costs and operating costs, resulting in a doubling of prices in the country, and some even up to 2-3 times.

These cost factors are almost zero for Marceau, so they can be kept relatively low.

In view of the cost advantage of Marceau, Sun Hong promised that the Massa Marceau quality inspection of the same price product would be the best, and the Massa Marceau price of the same quality would be the best.

In December 25, 2007, Zhang Shulve and Sun Hong jointly established the nine Beijing Shang Shang Technology Co., Ltd.

In September 2008, Martha Maso Masa Maso high-end fashion design was formally launched, and sales revenue was 80 million yuan in 2009.

In 2010, Martha Marceau received the venture capital injection of US $100 million from the Sequoia Capital China Fund. The registered members exceeded 100 million, and the repeat purchase rate reached 70%. In the same year, the store opened in the CBD core business district of Beijing World Trade Center, with a real shopping experience offline to better meet the needs of consumers.

Martha Marceau is committed to creating the most influential clothing online shopping brand, allowing more consumers to understand and love Masa Marceau's products.

While enriching men's clothing, we should expand women's wear, children's clothing and home textiles to expand market share, and build a brand of Internet life suitable for middle class and new middle class.

In 2009, Masa Marceau won the "China's fourth consumer favorite website TOP100" award, and won the "China online retail consumer brand 50" award in the same year.

In 2010, it won the "China excellent apparel online shopping platform Award" and "China's top 10 entrepreneurs."