Masha Ma: Is Famous In China.

In China, another reason why Masha Ma is different from other designers is that it has gained fame quickly. It comes from her successful star strategy and precise control of fashion entertainment.

Lady Gaga wore her design to meet with President Obama.

The close cooperation with former super girl champion and electronic singer Shang Wenjie has made her known as the successful promoter of this female star's avant-garde style.

People began to pay attention to where the local designer's clothes could be bought.

Prior to that, Masha Ma had refused many requests from other stars because she did not consider herself a stylist.

Her cooperation with Shang Wenjie is based on her understanding and sympathy for her music, both based on an international and visual expression of youth, representing the two young people who have achieved success in the millennial era.

She also felt from a

From the point of view: "eight things must be repeated before it can be remembered. Punctual single memory is of no use to fashion brands, and when a star represents a brand that is not yet known, common tonality and coherent long-term planned cooperation are essential."

I think I am in the process of pformation from creative director to CEO.

Some unintentional acts will affect the development of the brand, such as her hairstyle and flaming lips, which has become the symbol of Masha Ma's first recall.

In 2014, she boldly made a decision before opening the first direct store. She joined Shang Wenjie in a TV reality show called "the goddess's new clothes".

A designer carries out a series of works, and the field buyer votes to decide the winning series, and the final winning works can be sponsored by the buyer brand, and can be quickly produced and sold on Tmall and offline.

In the program, there is no combination, like her partner with Shang Wenjie, tacit understanding, and successfully won many championships.

She told BoF: "this is the strategic thing to do in the plan. The public knows that there are not many fashion week in Paris. When our sub line is about to open, the program will open the mass market in a short time through the platform of mass entertainment."

The program also showed many different things to her. She thought that instant production and sales were a good way, but unfortunately it was a collaboration with Tmall. This immediacy can easily destroy a fashion brand. This program is more like a popup store (temporary store) project, not a long-term survival mode.

She is not so keen on Tmall's massive online traffic and tourist resources.

The plan for Internet sales has been made in 2020.

Tmall's resources are concentrated on low priced customers, obviously unable to carry her goods.

"Net-a-Porter or Thecorner will be a better choice."

Masha tells BoF.