Mark Ed Faye, Double Eleven Made A 3 Hundred Million Art Business.

As we all know, double eleven has become an important battleground for every brand to fight its strength. Mark Ed Faye's flagship store has made brilliant achievements. The number of goods sold at 9 a.m. on the double eleven was flat with that in 18 years, and the sales of explosive products were down to tens of millions, of which the sales of single stores in Tmall flagship stores reached as high as 190 million. Mark Ed Faye's brand sales exceed 300 million, becoming the "online tide card first".

The result is so amazing that it is entirely due to Mark Ed Faye's new position to build himself into a "multi artistic tide card". The main users are locked into the Z generation of young people known as the Internet aborigines.

If any brand is not aware of the difference between the Z generation and the millennial generation, or even the consumers of other ages, I can only say that you have to be self satisfied.

During the 19 years since his establishment, Mark Ed Faye has been telling stories with the concept of "art". Therefore, Mark Ed Faye can almost say that when many brands in China fight off hand to hand, they also insist on budgeting and energy to build a diversified brand culture, so as to lay a solid foundation for winning the new generation of consumers.

Consumers of Z generation pay more attention to individual character expression and hate conformity. They express more opinions about things than "things I do not understand," rather than express their views too quickly. At the same time, because of the diversity of ways and channels to acquire information, Z generation has more diverse knowledge, and they have been sent to various interest classes by their parents since childhood.

The modern and international interpretation of traditional culture is an attempt by many brands. However, how to find a suitable fit between them is a very sad idea for all Chinese brands. This year's crossover cooperation artist LUCA FONT is a slash youth, Italy graffiti / tattoo artist, who combines the American tradition with graffiti art, graphic design, architecture and Italy art elements in the first half of the twentieth Century, forming a rebellious and action writing style. Unlike traditional joint names, the series is designed to greet the special series of the lunar new year launch. Mark Ed Faye has launched a dried fruit suit based on the tasty characteristics of the pig and the three parties.

In addition to pure art cooperation, Mark Ed Faye is also actively looking for an opportunity to arouse emotional sympathy with Z generation. The cooperation with phenomenal culture IP also fully demonstrates Mark Ed Faye's multi artistic attempt. No matter Coca-Cola or duo A dream crossover, they can be regarded as classic memories and killing cases of all ages.

What is worth mentioning is that at the time of Bruce Lee's 45th Anniversary death, Mark Ed Faye made a flash shop named "KUNGFU DISCO/ Kung Fu disco" for commemorating BRUCE LEE, and launched a joint series which not only combined Bruce Lee's blood force aesthetics with the fashionable disco in 80s, but also integrated various modern interactive modes into the exhibition.

As a generation who grew up in the Internet environment, Z generation is not only good at playing all kinds of Internet games, but also familiar with various rules of the game and more expressive. They make fun of themselves in the mouth, but in fact, they are very much recognized by themselves. They do not even need to be recognized at all. It is difficult for ordinary people to change their choices. Education and guidance may not have any effect on the Z generation, and dialogue with them is the best way to resonate with recognition.

In this regard, Mark Ed Faye brand President Yang Kuntian's strategy is: "create an innovative platform for all staff, and encourage innovation from the full value of tidal products, new vitality brands, digital marketing, all channel new retail, customer experience, user services, etc., according to the changing market demand of young people, from incremental innovation to subversive innovation to meet business value creation."

Before, Accenture released the "global 95 consumer research insight" shows that compared to mobile phones and tablet computers, consumers of Z generation prefer computers and physical stores to shopping. Is that unexpected? 41% of consumers will choose computer online shopping, 31% of consumers still prefer shopping in stores, and in recent years, the rapid development of mobile terminal shopping accounts for only 24%. The NPC dropped glasses. This shows that young people of Z generation are growing up in the Internet age, but they pay more attention to the real communication between people.

The Z generation, known as the "net red generation", relies more on the recommendation of social media such as live broadcasting and video. In response to this change, Mark Ed Faye has been experimentation for 16 years: whether it's a live broadcast, a live fish fight, a flick, a live broadcast, or a live broadcast of Taobao, they are all looking at it with an open mind.

This year, Taobao's live broadcast broke out. In the live broadcast, mark Hua Fei did a lot of exploration: not only the space creation of the studio, the replacement of the anchor team, the optimization of expression, the continuous adjustment of live content. Also joined the head of the anchor, the stars joined the live room, live broadcast from a sale tool, truly become a brand voice diffusion position. "

Beginning this year, Mark Ed Faye regularly looked for young people dressed in Mark Ed Faye in various places, inviting them to be the cover characters of every phase of the festival, and to share the wonderful moments of Mark Ed Faye in life.

Even in every special series of promotional programs, the space will be displayed as an art punch card. In the Christmas series at the end of 2018, Mark Ed Faye found the British pop pop style artist MARK. At the time of WIGAN cooperation, a very unusual method was adopted to create an "abnormal printing shop", presenting the works of artists who are good at making use of lines and abstract graffiti to express their thoughts and emotions in an all-round way in front of Chinese consumers.

In the face of the new market situation, the brand needs to provide more perfect services so that the Z generation can make decisions on its own. This requires improving the quality of the promotion staff, providing more information and content for their judgment, allowing the Z generation to express themselves and voice on social media.

For example, anyone who wants to cooperate with the world famous art IP, such as British Museum, will be a bit scared. But Mark Ed Faye's menswear brings a series of brand-new artistic cross-border cooperation with British Museum, and runs to the Strawberry Festival to let you experience a thrilling adventure.

In the name of "stealing our artwork", we have fully illustrated the whole content of the art exhibition. There are 5 open display cabinets in the exhibition hall. It is also clear to visitors that they can take away clothes without taking anything away from the sensors at the same time, so that when all works of Art are stolen, they will be left behind. The remains of the "thief" were renovating the entire exhibition.

At the same time, Mark Ed Faye tries to build up an environment for sale, build scenes for consumers, and turn terminal salesmen into professional KOL to attract consumers in an all-round way.

In Mark Ed Faye's new retail strategy, we will upgrade our smart store and create a benchmark store. At the same time, when the terminal and the consumer contact point are visually intensification, we should boldly encourage young people to serve young people. Shopping guide itself will become an important medium for disseminate multiple art trends, and train the trend consultant to enhance the experience and viscosity of consumers in stores. At the same time, offline stores also emphasize technology sense. The new retail store has a magic mirror fitting mirror, which allows you to choose clothes as you please.

Yang Kuntian, President of Mark Ed Faye brand, hopes: "create an innovative platform for all staff, and encourage innovation from the full value of tidal products, new vitality brands, digital marketing, new retail channels, customer experience, user services, and so on. According to the changes in the market demand of young people, incremental innovation will be gradually extended to the summit to meet the needs of creating business value."

Mark Ed Faye made trade-offs between long-term interests and short-term interests. He insisted that he should not be easily led off by hot spots and build up long-term brand through consistent values.

There is no doubt that the fashion market is becoming more and more fractionize, which is a more severe test for Chinese brands after barbaric growth. China's Z generation has really become a very important consumer group. It has a rapid rise. Compared with other age groups, the Z generation has more economic supporters. They can control wealth and resources more. In a survey report, 74% of the Z generation respondents had small Treasuries and had the brains and ability of managing money early.

Although the Z generation is not the main force of income, it is the main force of consumption. This trend is becoming more and more obvious. In the tide brand market, young people from Z generation are the most important target consumers. Under such a new situation, how to work hard on the design capability and brand value, and more Z generation that will grow up in the Internet environment will be the new problem facing the next stage of fashion brand. The success of mark double's eleven has fully explained this trend in a sense.

It is worth noting that, as a generation growing up in the Internet environment, the Z generation has taken the initiative of the market. Education and guidance may not have any effect on the Z generation. It is the best way for them to get the recognition of the resonance by interacting with them and imperceptibly entering the brand idea. Mark Ed Faye made trade-offs between long-term interests and short-term interests. He insisted that he should not be easily led off by hot spots and build up long-term brand through consistent values.

There is no doubt that the clothing market is becoming more and more fractionize, which is a more severe test for Chinese brands after barbaric growth. In addition to controlling wealth and resources, China's Z generation has 74% of Z generation respondents who have small Treasuries and have an early mind and ability to manage finances.

How to work hard on product and brand value, and more Z generation that will grow up in the Internet environment will be the new problem facing China's tide brand in the next stage.