The Five Point Is For You To Understand: Why Did Martha Store Withdraw From China?

In mainland China, many people do not know.

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Although it has opened 15 large stores in 8 years, it has not established brand awareness in China.

But in the first two days, it was accidentally caught up in micro-blog hot search, but the reason was "completely withdrawing from China".

As early as last November, Martha's department store had planned to withdraw from 10 countries in the mainland of China, with 115 stores shut down and 2100 people laid off.

On April Fool's day in April 1st, Martha's department stores officially returned to China on a full scale.

Martha department store, founded in 1884 and headquartered in London, is currently the largest multinational retail group in the UK. In a sense, it is an absolute power group.

Light has more than 840 stores in the UK and has more than 480 stores in 59 regions of Europe, the Middle East and Asia.

And the history of Martha's department store is also a legend.

Martha store is the founder of Michael Marks, which borrowed 5 pounds to open a small store in an integrated market, in order to feed itself.

This store is similar to the one yuan store in China, and it has 1 stalls at that time.

Marks spent 10 years to save enough money to buy his permanent shop in the market. At that time, accounting Tom Spencer became his partner.

Thanks to cheap and healthy tasty food sales, two people have opened branches in many markets in the northwest of England, and the Marks & Spencer of exclusive food was also born shortly after.

Over the next couple of years, Marks and his partners did business.

For the first time in the 1997 year of the financial year, Martha stores created the first UK to become the first retailer in the UK to earn more than 1 billion pounds in pre tax profits.

Once known for Martha's department store, it was famous throughout the early twentieth Century because it had been selling pure British made products.

Few people would have thought that Martha's department store had entered the mainland of China for 8 years.

But it has never been able to pinpoint the commercial rhythm of "what time to do something".

The company almost made all the mistakes it could make.

Why is it so wrong that Martha is like a fan.

Take a look at this 100 year old shop in Britain, where cattle are forced to come home. Why do they fail in China?

1., too low key: it is not feasible to make a low profile in an unknown market.

Martha's department stores, which are super famous in the UK, have not established a brand name that is unified, easy to identify and trusted overseas, but has not formed.

Effect.

Even after entering the Chinese market for so long, the key words "Martha department store" (official words) or "Marsha general store" (commonly used words of netizens) have not been included in Baidu's key search hot words. What does this mean?

Martha department store has been in Shanghai for 08 years. Any brand entering the new market is very important to enter the new market.

I remember that when H&M entered China, almost all the double decked buses in Shanghai all had a huge advertisement of "underwear 99 yuan", and H&M's fast fashion concept was immediately set in the minds of consumers.

Today, H&M is even higher than that of Mars.

Chinese people love to bustle about. This is the password found after many brands entered China.

Because Martha department store began to enter China's "high rise" strategy, it did not initially form its own brand image in China.

In the hearts of the Chinese people, there is not enough recognition. How can it be word-of-mouth?

2. efforts to attract the middle class, but there is no "cost performance" advantage.

Chinese people like products with high performance price ratio, and Martha stores did not show any advantages after entering China.

Even Martha's department store in China was evaluated by Stuart Rose, executive director of the company's board of directors as "a mess", which made him feel that Shanghai's "basic store management" was a problem.

But the chairman did not understand China's market situation at that time. At that time, he even foolishly believed that the Chinese market would still enjoy the foreign things from abroad as it did in the 70s and 80s of last century.

Martha stores in China still maintain an English rigorous and steady style, with the aim of attracting customers from the Chinese middle class.

But the reality gave Martha department store a slap in the face: 80 of life, after 90, had already no interest in those ordinary foreign goods, and even feel that Martha department stores sell those things as well as domestic.

Because Martha's clothing is too serious and formal, and its color is single, which is mainly grey and coffee. Its brand positioning and clothing are a little different.

"Old spirit!" is a comment by many Chinese consumers after 80 and 90 years on Martha.

There is no fashion for ZARA, no H&M price, no advantage of UNIQLO, or even the Chinese people.

Martha's fate can be imagined that the more demanding Chinese consumers are, the more inevitable they are.

3., too slow: it can attract people by eating and drinking, but let the wearer play the leading role.

Hearing the news of Martha's closing down, his colleague said, "Martha's snacks are super delicious..."

Compared with clothing, food products in Martha's department store account for a larger proportion of their income structure, and in recent years their food revenues have continued to grow, while clothing categories are in a downward trend.

Many people may have seen the food ads of Martha's department store. Their unique creativity and audio-visual appeal quickly caught the audience's attention and got a lot of praise from many people on the Internet.

And all kinds of delicious cakes provided by Martha are also one of the most popular recommendations.

But what is puzzling is that food has never been implemented as a key business in China.

Instead, dress as a breakthrough in trying to open the market, but regardless of layout or display, they do not take heart. Customer consumption experience is very poor, especially clothing area is crazy.

In terms of dress and clothing, Martha's design is not as light as luxury, and fashion trend is not as cheap as fast fashion brand.

It is too high to be low and too low to be caught in the middle.

4. copying the British model does not take into account the needs of Chinese consumers.

Generally speaking, whether it is European or American brand or brand of Japan and South Korea, if it is outstanding, it is after entering the Chinese market, timely adjust the product style to adapt to the taste of Chinese consumers.

But the private brand of Martha's Department has directly followed the fashion of the British market from its style, not localizing its products, nor has it designed the products according to the shape of the Asians.

There is a serious lack of innovation in the Chinese market.

And the store category is all marked in English, and there is no corresponding Chinese.

There is no change in clothing sizes for S, M and L, which are familiar to Chinese consumers. They insist on using 6, 8, 10, 12, and so on.

I remember Hu Run, the China's 100 richest producer, once joked: "look at Martha's Cafe. There are some muffins and mayonnaise sandwiches on an empty shelf. It feels like a return to the former Soviet era."

5. hesitant, missed important opportunities, and finally defeated.

Testing water in Shanghai and then entering Beijing, Guangzhou and other tier cities will be an expansion idea for almost all foreign brands to enter the Chinese market.

But "old aunt Martha" is just a wayward choice in Qingdao, Ningbo, Wenzhou, Suzhou and other second tier cities.

The first tier cities have yet to gain a foothold and win the word of mouth, and jump to more complicated second tier cities. How can you eat these fruits?

And when Martha sank to these cities, he was also attacked by H&M, ZARA, UNIQLO, Muji as a representative of fast fashion.

First, not to mention fast fashion competition itself is fierce, Marsha's clothing is almost not fashionable, it is difficult to arouse the enthusiasm of young people.

The regional layout is "strange", the management mode is chaotic, and the overseas market is too little to understand. These huge stumbling blocks have blocked Martha's way.

After these years of repeated adjustments, as well as the shops and stores, has left a chaotic brand impression.

Therefore,

What role is it in China? It may not be possible for Martha to leave China when he left China.

When NOKIA CEO announced at the press conference that it agreed to Microsoft's takeover, he finally said, "we didn't do anything wrong, but somehow, we lost."

After that, dozens of NOKIA executives, including him, could not help crying.

In Martha's department store, he made a mistake again and eventually killed himself.

The reason for all failure is that either you stay away from users or users stay away from you.

For more information, please pay attention to the world clothing shoe and hat net information report.