Masamaso Martha Marceau Knows Women Too.

"MasaMaso understands men better". This is the mission of MasaMaso.

This time we will talk about Martha Marceau who does not take the unusual road.

"Burning money to promote, low price users", the home of many domestic Internet business secret, but vertical clothing e-commerce CEO Marceau Sun Hong as a common industry disease.

Although not taking the unusual road, this did not hinder Marceau's development.

On the contrary, Masa Marceau, who adhered to quality and high cost performance in the market, set not only the annual sales volume of 500 million -7 billion yuan, but also from the field of men's clothing brand that he was good at, and quietly extended to a wider market of fashionable women's clothing brand market.

Aiming at 700 million yuan target

"Under the banner of masa Marceau.

It is reported that Marceau's latest women's wear brand covers shirts, T-Shirts,

Sun Hong said that the pition from men's clothing to women's clothing is inevitable. From the traditional clothing retail characteristics, the proportion of women's clothing has generally reached 60% of the total market.

This ratio will also become the balance point of sale of men's and women's clothing in the field of e-commerce.

In the future, the ratio of men and women in Masa Marceau will reach 3.5:6, and the other half will probably be left for children's wear.

Masa Marceau, who has just launched the high-end women's clothing brand, has made a good start, but Martha Maso's expectations for the brand's future are not just those.

As a matter of fact, Martha Marceau's big moves this year: at the beginning of the year, it announced that this year's turnover will reach 500 million -7 billion yuan and expand 600 employees. In April, the first large-scale conference on men's clothing in the field of electronic commerce was held in April. Recently, it announced that it would expand the storage capacity to 3 square meters to 10 thousand square meters, and the guest clothes also extended to 300 seats.

A series of expansion action shows Marceau's ambition to occupy the electricity market.

In fact, behind the expansion of masa Marceau, there is a clear idea of development as a support.

Sun Hong said that since its inception, Masa Marceau has gone through two rounds of financing, namely, the financing of millions of dollars of Sequoia Capital at the beginning of last year, and the second round of financing from northern lights and Sequoia Capital in January this year.

In Sun Hong's view, there are two reasons why investors are optimistic about Masa Marceau, that is, the fact that Massa Marceau focuses on building brands and making profits since 2008.

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For the future development of platform electric business and vertical electric business, Sun Hong is more optimistic about vertical business.

"Vertical category B2C is a market without ceiling. It is a market segment with more specialization and more precise user positioning, and has broad market prospects and profit margins."

No low price route

"Burning money to promote, low-priced users and flickering financing has become a common problem of the mainstream e-commerce enterprises."

Sun Hong believes that the vertical B2C enterprise, including Martha Marceau, is gradually getting out of this practice.

In fact, in Sun Hong's view, although the low price mode is a clever move for the network merchants to take frequent examinations, but Martha Marceau is not going to take this shortcut.

In the industry view, although the low price line of online business survival seems to have no worries, but it has increased the difficulty of brand promotion in the future.

Although in the eyes of most online shopping consumers, online shopping represents a low price, but Masa Marceau always adhere to the "network aristocratic" route.

It can be seen from the average passenger price more than 600 yuan.

Marceau has become a rare "high price" brand in the fierce online shopping market.

Sun Hong said that the high-end women's clothing brand "Vivian" has also insisted on this line, which is much higher than that of dream bazaar and other similar products.

The reason why we must take the high price route firmly is that Sun Hong said that price is not equal to cost performance. These two concepts are two concepts.

To say that the price of masa Marceau is high depends on which brand it compares with.

In Sun Hong's view, the cost performance of masa Marceau is the highest in the electricity supplier.

Even Masa Marceau and the same quality of traditional clothing brand price war also has obvious advantages.

Because selling the same quality products, the price of masa Marceau is only 20% of the price of traditional department stores.

Why is Marceau's costume expensive? In fact, it still needs to start with the essence of clothing.

The cost of a garment includes many factors, but the most important thing is the fabric.

Sun Hong said, no matter Masa Marceau men's wear or "Vivian" women's wear all use the best quality fabrics.

Take men's T-shirt as an example. Marceau's T-shirt is made of long staple cotton, also known as "new cotton" in the industry.

According to the data, the cotton fibers of new cotton are long, the wool scales are firm, the fibers are curly and elastic.

This cotton made garment has good color, feel, elasticity and comfort.

Corresponding to the new cotton phase is "refurbished cotton", that is, the cotton or old clothes in previous years are re beaten into cotton fibers.

"The cotton fibers are damaged, cotton fibers are short, the scales are not smooth, and the fibers are not elastic. The garments made of this kind of cotton feel astringent, and after washing several times, the fleece is serious, and the clothes get bigger and lose elasticity, but the cost is very low."

Because of inflation and other factors, domestic cotton prices have risen quite a lot in recent years. The price advantage of refurbishing cotton is becoming more and more obvious. Many garment enterprises are willing to adopt refurbished cotton to reduce production costs.

And Marceau's clothes are used on new cotton.

According to Sun Hong, Marceau has never used refurbished cotton.

Even its advanced materials are almost equivalent to those of international brands.

In addition, the products of masa Marceau have been forwarded to the National Textiles quality supervision and inspection center and the China Textile Standard (Beijing) inspection and Certification Center Co., Ltd. to carry out the highest level of environmental protection standards in Europe, and the unqualified products will never be sold.

Vertical sales reduce costs

In fact, under the premise of higher production cost, if the enterprise can not reduce the channel cost, the argument of high cost performance will not be consistent with the name.

Sun Hong told reporters that as a network operator, no need to pay rent for department stores is an important factor in reducing prices.

At present, more than 300 department stores in the second tier cities in China have reached 25% of the average business of brands.

In order to ensure profits, these brands will increase the price of goods. Generally speaking, brand dealers need to go through one or two levels of distributors to sell in the terminal market. The gross profit of each dealer is above 10%, and the two level will be 25%.

In the shopping mall, a special counter needs 5-8 staff members, the average salary is 3000-5000 yuan, and the sales commission of 1%-3% is also available.

Plus the salaries of store managers and regional managers, this will increase the cost by about 7%, and consumers will also have to pay the cost. For traditional brands, a store needs a warehouse in general, and a large warehouse in a city.

These inventories are very large in terms of funds. Traditional retail brands need to increase the cost by 8% or so, which also requires consumers to undertake.

In Masa Marceau, a warehouse in Beijing can be targeted at consumers nationwide.

Looking at experience from successful brands, from Mason Marceau, who has always been steady in men's clothing brands to develop fashionable women's clothing brands, and provides high quality services, we look at the development of clothing e-commerce enterprises.