"Electricity Supplier Capital In Winter", Where Does Marceau Go?

Recently, suning.com and the largest in the country. Men's wear Marceau, a vertical electricity supplier, has been in a hubbub about mergers and acquisitions. Although Suning and Martha Marceau have denied this, the news has pushed Masa Marceau to the forefront of public opinion.

　　 I really want to be bought.

For the sale of websites, Masa Ma-so Sun Hong, the president of the company, was outspoken, but he said that he was more inclined to accept the financing of VC than venture capitalists rather than Suning. As for the commercial development of Marceau after Martha's acquisition, Sun Hong said: "I can only say that the Masa Marceau brand will remain independent. We are now focusing more on our business and we plan to make profits by the end of this year. As for the question of whether the company is going to sell, then I would like to ask if Louis Weedon is going to buy us? Do I sell or not? "From the response to the tough explanation of the takeover, it is easy to see that the fact that Marceau is hoping to be bought has been clear.

"Business capital in winter", Masa Marceau has not been spared. Since the second half of last year, Marceau seems to have been in trouble. In October 2011, vice president Mesa disclosed that Martha Marceau was negotiating the third round of financing, after which Massa Marceau had completed two rounds of financing. In January 2010, Sequoia Capital was invested in China to complete the A round of financing, followed by the northern light venture capital investment in January 2011, the Sequoia Capital and investment, completed the B round investment, the two rounds of investment funds also quickly depleted, Marceau is waiting for the rescue of the third round of investment, but after 9 months, financing has not yet arrived.

The funds and flows for further development can not be supported. At the beginning of this year, Marceau was confronted with difficulties. At the beginning of the year, Massa Marceau began to make full pay reduction, and the rate of reduction was 20%~30%. Although Marceau had made a far fetched explanation, he said the company was carrying out performance reform. But in March this year, under pressure of cost of capital, Marceau closed the only experiential shop in Beijing's world trade scale, which has been the focus of its brand promotion. Subsequently, Marceau announced that a 50% reduction in advertising budget was made. It is easy to see that Marceau is spending money and reserves for the winter.

　　 Intensification of trust crisis

Since the establishment of Marceau in 2008, Martha has been committed to building itself as an e-commerce brand in China's high-end menswear. "Our attitude is very clear, the service is high-end customers, if this price you can not accept, I can not serve you, we provide precise and professional services." Mesa said in an interview with reporters.

Positioning high-end image and cost-effective products, so that the development of masa Marceau exceeded expectations. By 2011, members exceeded 100 million, and after storage expansion exceeded 10 thousand square meters. General online clothing The difference is that the price range of Massa Marceau products is 300~1000 yuan, and the balance between luxury and cost performance is sought, so as to lock in some high-end users.

However, now open the website of Massa Marceau, and see the most obvious slogan is: "4th anniversary celebration - low price take turns to grab, quality is not closed", "weekend scramble for 48 hours", "midsummer end break, 3 times a day limited time grab". Such words as time limit, concession, discount and so on are constantly flashing on the front page and paging surface of the website. The price is attractive while giving people a feeling of oppression.

"Before the price of Marceau is expensive, it doesn't matter, because quality is good, value for money is worth it. But now more and more do not understand Masa Marceau, it is always a discount, the original high-end positioning can not be found at all. Marceau, who buys Masa all year round, starts complaining and is confused.

Marceau, who has always been a high-end image, has been on sale since 2011. And from the high end quietly to the price competition, such a way of making customers begin to doubt the product's moisture, and are also breaking the trust that has been established with customers for a long time.

　　 Brand needs to stick to

At the beginning of the establishment of masa Marceau, the distance from the target consumer group was narrowed by the high quality and high style. But now the low price of products and the action of discount sale have made the brand image suffer huge losses. In the past two years, the price of high and low prices confused the consumers. Did they confuse themselves?

Earlier, Martha Marceau had some advantages in breaking through the low price competition of the network, because it broke through the fixed mode of low price line of electric business, reversed thinking and found another way to use high price route to find a unique brand positioning. Martha Marceau did not take the Taobao route, but chose to build B2C mall himself, which is to build Masa Marceau brand into high-end brand. When Sun Hong was founded, he once released heroic words: "with the development of the market, consumers will consider turning from low price to cost-effective."

But there are advantages and disadvantages. Masa Marceau has a fatal weakness since it was founded, that is, in the fight against the Internet, as a new brand, it is priced at the high end, which brings great difficulty to the development of the first batch of customers. Obviously, this fatal flaw has made Masa Marceau unable to cope with it. In addition to its popularity and reputation, its own brand should also find its own positioning and brand differentiation value, and ultimately resonate with consumers through brand ideas. Masa Marceau's product is original, whether we should work hard to improve brand value and control personalized design and research, so as to enhance customer satisfaction and core competitiveness of products. Excellent public network president Chen Xiao said.

Some people describe the situation of masa Marceau as: "Leng is forced to become a high-end brand of all customers". In fact, Masa Marceau should now be sober to realize that he has become " Van guest Although it is difficult, it is inevitable. If we can not go back to the former route, brand value will continue to fall. In the future, if Marceau wants to keep the independence of brand development, he must stick to the brand positioning so that he can find out who his products are to sell.