How Can China'S Clothing Brand Get Rid Of Its Low-End Image?

On the evening of July 21st, Dou Jingtong performed 751 rounds of live performances in Beijing. Now the hottest pioneer. Latest fashion brand Vetements's Cool Gang member, Clara Deshayes, also appeared in the same stage performance in Paris. This evening, she became a mixed DJ.

This is not a music festival, but Guangzhou. clothing Brand Mo&Co's show. EPO, the parent company of Mo&Co, released its strategic plan for 2020 in the green tank of the 751 fashion design Plaza in Beijing. More than a month ago, the site was once commandeered by Chanel and released its great show in China. In addition to Mo&Co, the same night belongs to a group's high-end line Mo&Co Edition 10, the new children's wear Little Mo&Co and the beauty makeup brand Rec, respectively, through the fashion show and the exhibition stand in the form of new products. And the show ground was built into a hill. It is easy to think of Dior 2016's early spring bubble palace.

The team behind the show is of high quality. The independent designer Zhou Xiangyu, who was responsible for model selection and modeling, completed his 2017 spring summer series released in London men's week. He brought back Finn Mactaggart, who was responsible for the show music, and selected foreign models from London. The make-up is completed by Dior's Andy Creation, a leading Activation from the industry, and is responsible for Trunk Studio.

The atmosphere was finally detonated by Dou Jingtong. People rose from their seats, gathered around the hills, drank wine and chatted, and photographed and uploaded photos with celebrities and red nets at the five fingers purple light.

Chen Qing saw photos of Mo&Co's show from his friends. "I heard that hey exploded." Chen Qing remembered that he had bought several suits and sweaters of Mo&Co, but it was far from fans. When it came to the significance of this activity, she said, "maybe I knew Mo&Co was a Guangzhou brand and always thought it was Europe or Korea."

Like many Chinese brands, Mo&Co, which was founded in Guangzhou in 2004, has made a difficult western and Chinese name. In the Mo&Co pricing system, usually, it costs one thousand or two thousand yuan to buy a nice dress or a silk shirt. So far, Mo&Co has 577 stores in China, with annual sales of about 2 billion 400 million yuan. In 2010, the number of high-end Edition 10 stores in China was 90.

But the biggest difference between it and many Chinese brands is the more developed overseas sales channels. Mo&Co and Edition 10 have 5 direct outlets and 25 wholesale business customers in Europe, with annual sales of 300 million yuan. Both have entered Opening Ceremony, de Bijenkort, Lane Crawford, Paris's old Buddha and other overseas department stores or buyers shop, mainly attacking the British and French market.

In Zhou Xiangyu's view, Mo&Co and Edition 10 operate more like brand independent designers, such as working with interesting people in the fashion industry, exchanging experiences, photographing LOOKBOOK with personalized photographers, making showroom abroad, hiring foreign public relations companies, and working in Paris.

You can easily classify the styles of Chinese clothing brands. Or literary and artistic fans, such as "exception" and "Jiangnan Bu Yi", or leisure type, such as "Metersbonwe" and "Semir", or European and American fans, Mo&Co and Edition 10 belong to this style.

"At that time, I liked neutral and handsome things. At that time, there was no such design in China." Mo&Co founder and Epo group CEO Jenny Kim said. Looking at the 48 season products that Mo&Co has released so far, you will find that you can hardly see a large number of lace and Princess sleeves in each season, but the majority of trousers and shirts are cut, and the design is simple.

In order to achieve a certain degree of fashion in design, each product line is a pioneer group with overseas backgrounds, and is responsible for collecting inspiration materials. However, too much avant-garde style is not suitable for the mass market targeted by Mo&Co, so after adjustment, the final design of Mo&Co will not be very difficult.

Luckily, it also caught up with the trend of "gender ambiguity" in fashion circles over the past years, and female consumers began to pursue more independent and personalized wear. This is the foundation for Mo&Co to expand its customer base. "China's market, like Singapore and Japan, has been cultivated by the European and American brands, which has created the design market and consumers. Mo&Co established the sense of design earlier and cut the fashion and trend. The director of the commercial real estate consulting firm Rui Yi De Sam told reporters on the interface.

In China's clothing market, the middle end price has always been a region lacking strong competitors. Mo&Co has the advantage of time and pricing.

"The dividend that China makes is losing the cheap labor force, the cost of the supply chain is rising, but the technological superiority is still in existence, and the middle end brand can have the opportunity to afford the factory. Moreover, China's choice of market segments is relatively small. We have to make good products that consumers can afford, and serve the middle class only. " Jenny Kim said.

The middle class is rational, they care about price performance, and they also care about their feelings when shopping. Chen Qing felt that although she would buy Mo&Co's clothes, she still felt that the price range of 1000-4000 yuan was not cheap, even though she had an annual salary of 500 thousand.

Price is a delicate feeling, and a good thing to buy is a process of biting. The same strategy is also used on the more exquisite high-end line edition of fabrics. According to Jenny Kim, the average unit price of Edition 10 is 40% higher than that of Mo&co, but it has experienced a price reduction in the middle, and the sales promotion effect is obvious. In 2016, annual sales of Edition 10 will reach 300 million yuan.