How Can MM Malting Play A "Confession" Without Discount?

Last week, MM made the first attempt at a 7 day photography exhibition in the city of Shanghai. With the theme of "confession", through black and white photography, people in different occupations, roles and status can be photographed in different situations.

At the same time, the exhibition also prepared 3000 canvas bags for DIY graffiti. Customers not only finished the canvas bag in 7 days, but also produced an excellent painting at the scene.

"Confession" Photography Exhibition

DIY graffiti on the scene

MM Wheat lemon It is the new product launched by Yifu in September 2015. brand The main force is very simple. Design 。 Dong Jun, deputy general manager of Shanghai Yi Fu dress and general manager of Mai Lu, emphasized in his interview with reporters that photography exhibition is more important to enable consumers to understand and accept this new brand and inculcate brand culture.

　　 Play with customers

Who would have time to graffiti in the mall? Before the photo exhibition, Dong Jun told us that he was worried, but he didn't expect it to be so effective.

In just 7 days, the site attracted nearly 10000 customers, with online traffic reaching 74202. During the activity, MM Mai Mei Luo city store traffic increased by 900%, the performance increased by 115%. More importantly, through this activity, we can have more interaction and communication with customers, so that they can enhance their awareness of brand in the process of "playing".

store

MM Mai lemon has more ideas in the word "play". After the "Declaration" campaign in Morgan, the brand will also hold similar exhibitions in shopping centers in Changsha, Tianjin, Wuhan, Chengdu and other cities, and make adjustments according to different festivals and city characteristics. For example, children's day, you can organize parent-child class painting activities. The consumers attracted by the photo exhibition and graffiti activities under this kind of line are consistent with the location of MM Mai Lu customers. They are all fashionable people with a life attitude.

Dong Jun said, because the "photo" art exhibition has done a good interaction with customers and stays for a long time, many shopping centers are now willing to provide free venues to match MM Mai lemon to achieve a win-win situation between brands and shopping centers. Now that consumers' ideas and habits have changed, brands need to be attracted by culture.

　　 To achieve the ultimate cost performance

According to a recent McKinsey data report, at the same level of quality and price, 62% of Chinese consumers are more inclined to choose domestic clothing brands. The price performance of domestic clothing brands is more and more prominent, Dong Jun said, MM Mai lemon is to achieve the ultimate cost performance.

MM lemon is simple and versatile, with black and white ash as its main color, and cotton, linen and silk skin care material. White shirt is the most representative brand of the brand. Similar to the same kind of simple wind brand, Jiangnan cloth main designer, the price is relatively high; UNIQLO is to create classic, slightly single design, MM Mai lemon price between the two, the average price of spring and autumn clothing in 400 yuan / piece, at the same time both designer and classic products.

Store display

According to the world clothing shoes and hats net, the new speed of MM lemon is basically once a week, plus the product is quite rich, so the shop area also has certain requirements, the average area is 166 square meters, the biggest is more than 300 flat.

When the price and quality were measured completely, MM malt maintained a discount zero record in department stores and shopping center outlets. Not only that, Mai lemon has been strictly following the same line, the same price is not discounted.

　　 Focus not on drifting

As a veteran of the retail industry, Dong Jun is bold and cautious, which is also reflected in the MM brand. Boldness is the spirit of zero discount and courage to try new things. Caution is expressed in the attitude that MM lemon does not drift with the tide.

For most of the brands that now focus on membership, Dong Jun said he would rather not. Nowadays young people do not like to be bound by the form of members, nor will they give their true way of contact. Therefore, MM Mai lemon will not specialize in membership system. Instead, it will guide customers to take the initiative to pay attention to brands through the scanning of two-dimensional code in activities, and then increase the participation of consumers through interaction and activities.

The collection store has become the trend of many domestic brands, and cross-border is also a common topic. But Dong Jun believes that a classic brand needs time to cultivate. In the case of not being fully accepted by the public, the first thing is to focus on the field of subdivision, and making products with heart is more important.

　　 No retail market, no market.

When the market is declining, and some of the clothing companies use discount promotions as a common means of brand competition, Dong Jun believes that physical retailing is still very good and unwilling to join the price war. So far, MM has opened 42 offline stores in Shanghai, Shenzhen, Hangzhou, Chengdu, Xi'an and other cities, and has been sinking to Xuzhou, Changzhou, Huaibei and other prefecture level cities. By the end of this year, the number of stores in the country will reach 120. When choosing entries, MM Macon will give priority to new local quality projects, as well as shopping malls that are more consistent with the location of Midea customer group, such as Shanghai's beautiful city, Qibao Vanke and Changning Raffles.

"The retail market is not good enough to blame the market." In his view, it is difficult to do retail business to eat old books, or to make new retail with old methods. From the perspective of apparel retailing industry, in the face of ever-changing fashion trends and business environment, MM may also adjust or make some cross-border attempts in the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.