Mensa Brand Marceau Went Back To The Origin Of The Price Mire.

Mensa Marceau, who was deeply trapped in the "acquisition" rumors of men's wear, finally said goodbye to the most difficult valley.

Recently, in an activity gap, Masa Marceau CEO Li Wei told reporters that after the past year's discount inventory, Masa Marceau will usher in a new situation.

　 Trapped in the strange circle of expansion

"In the past year, the competition of the electricity supplier is not rational enough." Looking back at that rapid expansion day, Li Wei sighed.

The combination of the "iron triangle" has its strong points in the field of Internet business. At one time clothing After thinking about the electricity supplier, the three men positioned Martha Maso as the "Internet high-end men's clothing brand".

Many people's first impression of masa Marceau is "a little expensive". On the Internet, the advertisement of e-commerce website usually adopts the counter display method of "product in kind + price". At that time, such as VANCL and other clothing brands in its "front page" price is generally tens of dollars of shirts, and the price of Marceau shirt shirt is generally higher than 200 yuan, and in the cold winter season, 800 yuan coat and 1000 yuan of cotton clothing is its mainstream products.

"Such a price positioning, so that Masa Marceau than other clothing categories of electricity providers are two high threshold. It means that people spend 100 yuan on publicity expenses to sell 100 yuan of goods. Masa Marceau spends 100 yuan to sell only less than 50 yuan of goods. Li Wei said. Although the price is high, the cost performance of Marceau is relatively high. By virtue of word of mouth, Marceau has gradually accumulated some high-end consumer groups.

High positioned, cost-effective competitive mode of differentiation is a good choice. However, in 2011, a round of "horse race enclosure" of the electricity supplier quickly began. The direct consequence of the price war was that every appliance manufacturer thought that "discount is the only way to win customers and markets." Venture capital that keeps coming in makes entrepreneurs start to crave the scale effect crazily. And profits have long been lost.

　 Out of price mire

The crazy "electricity supplier" discount did not win more customers for Masa Marceau. On the contrary, some former customers began to abandon the brand which is no longer a high-end brand.

In the process of duplication, expansion and reproduction, Massa Marceau deviated from the original route. The consequence of blind expansion is to increase inventories blindly. At one time, like other clothing brands, Marceau was tired of inventory.

Due to frequent attacks on China's stock market, the listing channel was blocked. This makes the electricity supplier's winter arrive on schedule. The brand that was originally looted by capital was instantly abandoned by capital. In 2012, the company that had planned to go public was not listed; the once hot red kid was under pressure to sell to Suning Appliance; Marceau also closed the only experiential shop in Beijing's world trade scale. The fresh vertical electricity supplier excellent vegetable network claimed that "can not do it", those who have been in the Tmall, Jingdong and other platform electricity providers outside, "small and beautiful" live vertical business, suddenly like an earthquake center, or collapsed, or no way to go.

The increasingly tight chain of funds has led Masa Marceau to release the wind of "seeking acquisitions". For a time, 5 investors, including suning.com, Jingdong, Dangdang, power tyrant men's clothing, had asked about the possibility of acquiring Marceau, but they all ended up in the purchase price and the bad electricity supplier environment.

In order to survive, Marceau can only save himself. In early 2012, Marceau quickly recovered funds through joint and discounted strategies with other websites. At the same time, 50% advertising was cut down. The company cut from 350 to 270. After a series of reductions, Massa Marceau finally returned to the original point.

Now, open the website of Marceau, the discount word is still there. The overall price of clothing is also controlled by 100~500 yuan. But the mindset of managers is no longer impatient. "I think the electricity supplier crisis is also a good thing, there is time for enterprises to reflect on their own mistakes." Li Wei said that today, Massa Marceau's gross margin is controlled at 30%~40%. In 2012, the annual sales volume was close to 200 million yuan.