Can Marsha General Motors Fight In Beijing?

Martha is a company that sells everything in the UK. It also stores many convenience stores on the street and at the station, where it is good to buy a salad or bread.

But in China, what is it?

Its shop is like this:

Marsha's director of international affairs, Costas Antimissaris, said that this is the first two generation store of Marsha, which is very different from the Shanghai store.

Beijing new store hopes to get better.

The mirror set and merchandise display effect show customers attractive lifestyle and make customers more willing to stop in the store.

Reporters observed in the store that the salesmen were wearing black shirts and sweaters, wearing black, white, dark green ties or scarves.

This is not the same as the shop assistants in Shanghai and other cities. It should be specially designed for the new store.

The CBD, which is located on the east side of Sanlitun and the embassy area in the north of the world trade center, is a frequent haunted lot of people with high consumption ability.

Sales in the first week of opening up also confirm this point.

In the most crowded food area, many shelves are empty.

Some goods that had been prepared to sell for half a month were sold out in 3 days, because the haze had not yet arrived.

In terms of final consumption, about 40% of them are foreign customers.

There are many customers everywhere in the shop, and many children are there.

If the local customers in Beijing are still trying to get to Marsha, they are already familiar with the brand and put it into their daily consumption.

Marsha's new store has put advertisements in Beijing Metro and outdoors, which is not treated by other stores.

We can see that Marsha is well intentioned for the new store in Beijing, but other details in the shop also show that it may still not know much about the shopping habits of consumers.

For example, casual, formal, cowboy, cashmere, underwear, children's clothing and other partitions in the clothing area are all used in English logo, but no corresponding Chinese.

This "The Cashmere Collection" is the area of Marsha's cashmere. It is said to be a high quality product of 100% cashmere cashmere.

But without any introduction in Chinese, customers at first glance can hardly see the difference between them and other fast fashion brands.

The head of Marsha's Department said they used English labels in the global market.

Some of the introductions on clothing display are mainly English, and the following are plated Chinese plations.

For example, plate "The Art of Giving" into "the art of gift".

Then, in the women's shoe area, with the exhibition's tone, it says, "balance the weight of the body scientifically, and comfortably wear high heels all day."

It is endorsed by the British Academy of foot sciences.

actually

The cost performance is not inferior to the common fast fashion brand, but it will be inferior to marketing.

Well, the exact saying is marketing in China.

We have reported Marsha's food advertisements many times, and the brain hole is still very large.

You can see this in the extended reading at the end of the article.

We say that Marsha should expand the food business, or whether it can cater to the taste of the Chinese middle class in terms of packaging design and food safety.

This entry point is more than that.

It's much easier come.

And the reason why Marsha did not solve this problem is probably because of two reasons: first, the problem of food safety and quarantine can not be introduced into so many categories at once.

But for a company that is 7 years old in China, no matter how complicated the examination and approval procedures should be, it should be finished.

The second is the possibility of greater possibility, that is, the power of Chinese management is very low. Everything is going to be approved by the United Kingdom. What is the matter with Chinese consumers? How can the British know?

In the past 7 years, 15 stores have been opened, and 5 of them have been closed. Marks & Spencer Group, a British department store, has not gone smoothly in the Chinese market.

Before it opened shop around Shanghai and its surrounding cities, the selected lot basically decided the fate of its fast fashion and close combat, such as UNIQLO, GAP and Zara.

The tragedy of fate is obvious to all who know about the opening of Marsha's department store.

Generally speaking, Marsha is mainly clothing sales, but hardly with fashion, it is hard to arouse the enthusiasm of young consumers.

Older consumers either choose to buy more high-end clothes or they are too expensive.

In fact, they will have a bright future in China's food business, but for some unknown reasons, it has never been implemented as a key business in China.

In the UK's total turnover, food accounted for 57%, including clothing, and other categories accounted for 43%.