Selling 3 Hundred Million A Day, How Does This Brand Become A Chinese Man'S Business?

On the evening of November 11th, Mark Ed Faye's office was brightly lit.

This is Mark Ed Faye's eleventh year in Tmall's double 11. Zero point arrived, the war bulletin announced: sales exceeded 300 million, Tmall official flagship store increased 35% over last year.

Mark Ed Faye ranked sixth in Tmall men's wear industry. The main brand sold for 30 minutes, and last year spent 9 hours.

Founder Yang Kuntian thought, "Mark Ed Faye is a little behind in the past two years."

Because, for several consecutive years, the peak has entered the list of Top3, but in recent years it has been hovering between the 6-8.

For an enterprise, there is no obvious progress. It is a signal of danger.

12 points have not yet arrived, Yang Kuntian and colleagues began to discuss how to double 11 next year and how to get into the top three. All the problems will eventually return to the beginning of entrepreneurship. How can we continue to grasp the aesthetics of Chinese young people in the fierce competition?

Take charge of straight men's aesthetics?

In a short video put on the little red book recently, the male owner kept changing his clothes and changing his mind to say "say no!"

This is 2019, just like Mark Ed Faye's idea at the beginning of his creation - to do business for young people.

Yang Kuntian remembers that when the brand was just established nineteen years ago, the domestic menswear market was dominated by black and white business clothes, and there was no fashion.

Yang Kuntian had long been in touch with many famous international designs, and he had already broken the idea of imprisonment. He founded a new brand with several partners, named Mark Ed Faye.

"The target group is boys who are 22 to 28 years old. They have just walked out of the campus and entered the workplace. They have the pursuit of quality of life, but the general ability to consume." Yang Kuntian recalls.

At the end of March 2001, the Mark Ed Faye team, which had been preparing for the closure for more than three months, appeared at the Ninth China International Clothing and accessories fair. The fashion conference was held on the theme of "blue burning". The style of the product was as striking as the name, and the audience was full of people.

After the end of the conference, Mark Ed Faye shot red and attracted the attention of business super department stores. Business cards poured in, inviting Mark Ed Faye to enter.

It is also because of the style of fancy, plus a big show, Mark Ed Faye also attracted public criticism, some media commented "Mark Ed Faye or Mark" spend "? "Asserting that the new brand will be a flash in the pan.

Predictions did not come true.

Men are very particular about women. Within two years, Mark Ed Faye quickly opened the market.

Another meaning of "flower" is "tide". There seems to be a lot of pursuit of fashion and aesthetics for the male customer groups that do not seem to have strong consumer demand. These potential needs can be inspired by different styles, printing styles, prints, colors and accessories.

Hangzhou's Mr. Nie remembers that in 2007 he had just joined the work, and spent 1200 yuan on Yintai department store to buy Mark Ed Faye's windbreaker. "It's too expensive, but at that time he was Mark Ed Faye."

By 2010, Mark Ed Faye had more than 800 stores, and its team members expanded from four or five to more than 500, expanding at 40-50 stores a year.

By 2019, Mark Ed Faye had more than 1500 offline stores and nearly 4000 employees.

"Flower" is unique.

Judging from the achievements of the past 11 years, Mark Ed Faye has done a good job in business. Every year Tmall double 11 will appear on the Top10 list of men's wear list.

Compared with women's clothing, men's clothing market looks much quieter, but the competition is fierce and fierce.

Before and after 2010, the brand of JACK&JONES, Taiping bird and other brands were very popular. GXG also had calves and were not afraid of tigers. We all lock the target population on 22-28 year old young men, using printing, accessories and other elements. "Tide" has become commonplace.

The homogeneity of men's clothing in the market is serious. How can we compete in such a fierce environment?

You can only "spend" a little bit -- find new popular elements, and cross the major IP joint names.

Mark Ed Faye crossed the border with Kenji Wu's DEBRAND and Coca-Cola. In the fashion week of Shanghai in 2015, Mark Ed Faye invited the "Chao Shu" Nick Wooster joint venture, which became popular on Instagram.

The opponents were not idle. On the slogan of "always standing on the side of the youth", the Pacific bird went to New York fashion week.

Mark Ed Faye took the "multi art tide card" as a new position -- began to "tide" in all directions and thoroughly "tide".

In June of this year, Mark Ed Faye designed the elements of "flying Dunhuang" in clothes. Yang Kuntian and his team joined the designer in the series of PITTI UOMO, the largest menswear show in the world.

Yang Kuntian said in an interview that he wanted to take the cross-border joint names to the end. "Art crossover has done more in the past five years, such as British Museum, Mark Wigan LUCA FONT, Bruce Lee, Matisse, duo A dream, and the flying Dunhuang series. When we are doing cross-border work, we will stick to our "artistic" DNA, and never forget our original mind and stick to our own path.

It is reported that next year, Mark Ed Faye will also work with some famous cartoonists, taking some Chinese youth heroes or cartoon characters as the theme, and using IP elements such as Sun Wukong, Erlang Shen and Na Zha in product design.

"It's a crisis, an opportunity."

Yang Kuntian said that every 3-5 years, Mark Ed Faye will face some challenges. That is precisely the speed of consumer iteration. A group of consumers gradually turn to business men's clothing, and a group of younger consumers become customers.

In the first half of this year, the Trend Conference of Taobao men's wear held in Hangzhou - 2019, men's fashionable gold, drama yellow, crimson blue, electric blue, starry purple, warning orange, God red, mercury ash, texture gray green and other bright colors; men's clothing popular letters, graffiti, animals, oceans and other patterns; environmental protection / technology, reflective, transparent PVC will become fashion's favorite clothing materials; this year, designers also prefer the design process of splicing, profile and tooling.

The trend has changed again.

In order to grasp the psychology of young male consumers, Yang Kun often chatting with young employees of the company, and even went to the place where young people punch cards to see the wearing elements that young people like.

Because it has always been on the same channel with young consumers, the sales performance of Mark Ed Faye online has been increasing year by year. It appears on the list of Tmall double 11 men's Top10 annually.

However, Yang Kuntian still has a deep sense of crisis. He expressed concern about the environment. In the past two years, since he worked, the whole garment industry has been in the doldrums.

JEANSWEST lost money in successive years, Metersbonwe closed 1600 stores, and Lining closed 1800 stores. One of the representative brands of men's clothing, Hai Lan's home has backlog nearly ten billion stocks. Taiping bird started to accelerate the layout of OLE channel because of overstock.

The clothing industry is in a big upheaval.

The traditional mode of joining and ordering makes the efficiency of new product online downshifting and laying low. The store image and display of goods will also be restricted by joining, and it will lag behind in the trend. These problems also haunt Mark Ed Faye.

Yang Kuntian thought, "it's a crisis and an opportunity."

"Fear of death is the only way to innovate."

It is precisely because of this sense of crisis and desire to survive, Mark Ed Faye is always changing.

For example, this year, Mark Ed Faye will become a "multi artistic tide card" which symbolizes asexual and age free.

Yang Kuntian said that at present, men's clothing has entered the stage of excess supply, and the next is the redistribution of stock market. Mark Ed Faye's future growth will mainly come from online, through the precise operation of the crowd, through product design innovation, to create more consumers.

Next, in addition to the introduction of more IP joint cooperation and Fashion Week show, Mark Ed Faye will also make new layout in channel and marketing.

Yang Kuntian analysis, Mark Ed Faye's main consumption crowd is still in the city, but sinking has become an inevitable trend. Prior to Mark Ed Faye's attempts, it was found that the cost of sinking through the offline channels was high and the store efficiency was not high.

At present, the electricity business accounts for 30% of Mark Ed Faye's overall business. According to Yang Kuntian's ideal state, the proportion of future online business should be close to 50%.

In addition, social networking will become one of Mark Ed Faye's priorities -- encouraging employees to bring goods by making friends circle and shaking their voice. Employees can also get more benefits from their social resources and spare time. At present, more than 30% of Mark Ed Faye's employees are involved in the social networking project.

Yang Kuntian said, "fear of death is the only way to innovate."

Just like in 2008, Mark Ed Faye set up a small team in the suburb warehouse to deal with the tail cargo, trying to put some inventory products on the Internet.

I didn't expect the team to be bigger and bigger. In the evening of November 11, 2010, Yang Kuntian, who was still on the street, suddenly received a call. "Boss, we have achieved 10 million."

Then, the double 11 of each year has become a new story of Mark Ed Faye.