China'S Consumer Goods Brand For The Middle Class Will Conquer The World.

Now China's low end manufacturing cost advantage is losing, and the middle end manufacturing cost advantage is still there, as long as China. Design Rise, Mdae in China + Design in China, China's consumer goods for the middle class brand Will conquer the world.

First, it is a trend to build local brands that are international.

China clothing The industry has been "international brand, made in China" in the past many years, but now the advantage of low manufacturing cost in China is disappearing. In order to control costs, many low-end manufacturing plants have begun to build factories in cheaper areas such as Africa and Vietnam.

Under such a market environment, building a Chinese fashion brand has become the consensus of many practitioners. Similar point of view, in June this year, the retail men's forum, former Bottega Veneta president of China, Mr. Gao also expressed that his own entrepreneurial children's brand "small stars" is "Chinese brand, world manufacturing" concept.

The small star obtains the brand authorization or the franchising through the cooperation with the international brand, carries on the design, the manufacture and the sale. Or cooperate with international brands through the form of Co-Branding, that is, international brands produce our brand products abroad and stick to our brand's LOGO. Or directly acquiring foreign brands with potential and characteristics.

However, today I want to share with you the MO&Co., Edition 10, which has gone through a more pure international road, without overseas background, and no cooperation with foreign brands.

The local women's clothing brand created by local businessmen in Wenzhou successfully entered Paris's Galeries Lafayette in February last year through 11 years of development. After that, they entered overseas famous projects such as Selfridges department store in London and Opening Ceremony in American fashion store.

MO&Co. Paris old Buddha

Two, 12 years of sustained growth in performance

The first Chinese women's clothing brand stationed in Paris

A little gossip about brand background

MO&Co.'s founder, Jenny and her husband, Mr. Cai, are all from Wenzhou. They have mining, cosmetics and other businesses. Mr. Cai is the chairman of Guerlain cosmetics company.

It is said that Jenny is not a professional, but has always had the dream of fashion design. Since its establishment in 2004, MO&Co. brand has developed well. By 2010, a more mature high-end Edition10 has been set up.

The story of entering the international market is like this: at first, MO&Co.'s products attracted the buyers of l'carver and entered the buyer's department store. Because of the cooperative relationship with Lafayette buyer, there was a chance to start a flash store in Paris. The flash shop did a good job and turned into a temporary cabinet for testing. After a steady performance, there was a fixed cabinet location for Lord Buddha.

Identify the market blank, create handsome girl style

In the cold environment of domestic retail sales, the sales growth of MO&Co. and Edition10 in the first half of this year increased by 40%. The growth rate of the company increased by 15% compared with the same period last year, and its profit increased by 54%.

What makes MO&Co., Edition 10, two brands go against the trend?

In the interview, Jenny used the emotional words such as "initial heart" and "persistence" to explain. I think that brand is one of the key factors for the market and consumers.

12 years ago, the domestic women's clothing market was dominated by Japanese and Korean brands, and its style was soft. With "handsome" "Boy-galStyle" as the location of MO&Co., indeed found a blank from the market in style.

According to MO&Co.'s colleagues, Jenny spends a lot of energy in designing and focusing on products. This should also be an important reason why brands can be recognized by customers and attract international buyers.

Grasp the trend of market development and catch up with the middle class customers.

It is reported that China will have 500 million people in the middle class in the future. In recent years, it is the era of the development of the middle class in China. This group has broader vision, more rational consumption and high performance price ratio, rather than simply looking at Logo or cheap pictures. From high-end luxury goods and fast fashion brands, recent performance in the domestic market is not ideal, we can see this.

H&M released its 2016 fiscal year Q1 earnings, and its net profit fell 30% from a year ago.

Uniqlo's parent company's fast selling group's first half of fiscal year 2016 showed a sharp fall of 55.1% in group net profit.

Gap group reported that its net sales fell 6.3% in March and its same store sales fell 6%.

Under such a trend, MO&Co., Edition10, and so on, have their own style and design brand. They are very popular among women in the urban middle class.

On the other hand, from the cost point of view, although China is gradually losing the cost advantage of low-end manufacturing, its manufacturing advantages are still in the middle end. Therefore, MO&Co. and Edition10 still have advantages in terms of cost.

Build an international brand image

Perhaps in the past, the public's impression of Wenzhou businessmen still stuck to the old concept of "local" and "less savour". But through the EPO conference, especially the close contact with the interview, we found that founder Jenny is a very personality and a lady.

Jenny, dressed in handsome leather pants, black T-shirt and small white shoes, is very familiar with professional terms and English. I am very happy to talk about my brand, consumer and style; but for some "group development" and "strategic significance", there are a few questions that are deliberately elevated, and I reply directly, "I am not concerned about the empty concepts of the group or the brand". (also very personality).

MO&Co. and Edition 10 are very creative and innovative in brand building. Every year there will be a large new product show. Please come to the international supermodels, fashion stars, magazines and magazines, and KOL.

In July 21st, we invited Liu Wen, the fashion bazaar chief editor, Su manguan Xiu, whose image and brand positioning coincided with Dou Jingtong's performance as after party, as well as the popularity of many net red.

In daily brand promotion, MO&Co. is also more willing to cooperate with celebrities and KOL in making street shooting, and directly contact consumers through social media. I have visited the office of the MO&Co. Shanghai. A lot of shop assistants in the photo wall are wearing new brand photos. They are very fashionable and well spread to the brand image.

Three, launch children's brand littleMO&Co., cosmetics brand REC

Cool kids Little MO&Co.

Little MO&Co. has already been sold in some MO&Co. shops, and the style of MO&Co. is the same as that of MO&Co., which is different from that of children in the market.

Mainly for children aged 4-10, the price of the sweater / sweater is concentrated at 300-600 yuan, and the coat is 700-1200 yuan. Cool dad, who likes MO&Co., will become an important customer of the brand.

Little MO&Co. plans to launch an independent image store in spring and summer next year. The market development mode still adopts key cities, key commercial projects and other selected agents in cities, and plans to open 600 entity stores by 2020.

On site selection, Jenny is more inclined to display the brand image of shopping centers. In shopping malls or department stores, Little MO&Co. is not required to be on the same floor or area with children's categories, and can be combined with women's clothing or other styles that are more matched.

Cool fan attitude of make-up REC

In 2014, EPO group developed the cosmetics brand REC. The target audience is 18-35 years old. After testing in Guerlain beauty channel, it plans to launch an independent store image next year.

Jenny said that with the help of MO&Co. and Edition10's brand advantages and channel advantages, it hopes to create a cosmetics brand with the idea of running fashion and promote its development rapidly.

Shop choice is not limited to the cosmetics section of department stores, but also frankly indicates that the famous department store cosmetics area is very picky about brand choice. So they will be willing to stay with coffee or women's clothing or other shopping centers or enter shopping centers.

The values of this country are beginning to return, and everything must return to the essence of the product. Keep a simple and sincere heart, do not pursue, do not follow suit, do a good job of products and services, create value, and finally you will see your sincerity. - Jenny.