"Pseudo Italy" Brand STELLA LUNA Enters Tmall

STELLA LUNA, a high-end brand, entered Tmall and opened its official flagship store.

It is reported that STELLA LUNA is the main concept of sexy fashion.

The prices of shoes sold in shops are mostly in the range of 1000 to 2000 yuan. Most of them are sexy high heels, and they also have comfortable, fashionable and flat bottom.

Reporters learned that

Founded in 2006 in Shanghai, in line with international brands

In the competition, it is competitive with "extremely attractive" prices.

In addition to the rapid expansion of the high-end department stores in the country, there are many cable stores in Paris and Southeast Asia.

But it is interesting to note that in a news report in 2012, STELLA LUNA was once disclosed as a pseudo foreign brand.

The shoe brand, which is described in Italy encyclopedia as a registered brand in Italy, has been listed in the "pseudo Italy" brand by the Italy Foreign Trade Commission.

According to media reports, STELLA LUNA is the brand of nine Xing Holdings Limited.

Since 2006, the company has launched its retail business through its own brand Stella luna, and has successfully entered the Chinese shoe retail market.

It is reported that after being exposed and questioned by the media, the brand has withdrawn its publicity from Italy.

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As a matter of fact, Martha's department store can not be simply attributed to the downward trend of the overall department store format, because unlike Martha's department store, which was established in 1884, has always been the representative of the self operated mode, which is different from the joint mode of many department stores in China. With its low price and high profits, its own brand has risen rapidly in the global retail market, and its self-designed clothing is its most reliable commodity category.

Therefore, Martha once became the "fast fashion" gathering place, and has been competing with ZARA, H&M and other brands.

Such competition is also clearly brought to the Chinese market.

Take Martha's flagship store in Nanjing West Road, Shanghai as an example. Around it, GAP and H&M have opened two flagship stores, and farther away, they are famous for the fashion buying system.

In the industry view, Martha department store nuggets in the Chinese market, the rigid business strategy makes it very passive.

It has entered the Chinese market for nearly eight years, but most of its products are copied from European fashion. First, it is not suitable for Asian people. Two is also very outdated in design.

After years of development in the Chinese market, fast fashion has shown a strong "two stage effect".

One side is represented by ZARA and H&M, its performance is doubling every year, and stores are everywhere.

On the other hand, such as Esprit, brand upgrading is slow and new product turnover speed is not strong enough. This kind of brand is in the downside of competition, the performance continues to decline, and the number of stores is decreasing.

Martha was "unfortunately" reduced to the latter category.

Suo Shan pointed out that the profit of department stores operated mainly by self produced products is due to the efficiency of inventory trading. Therefore, it is very important to accurately grasp the preferences of target customers, adjust the flexibility of goods and maintain customers.

Under the impact of the electricity supplier, the abundance of goods no longer has an advantage. In the fast fashion competition, if it can not be adjusted in time, it will affect the overall operation of the brand.