Masha Ma To Build An International Brand Of China'S Core

In September 2013, preparations were made for a long time.

The store opened in the new high-end shopping center Kerry Center in Shanghai.

Immediately, her next store will be stationed in the benchmark retail port of China.

The brand before this shop is a mature domestic brand Icicle with annual sales of over 7 million 700 thousand yuan, and has many loyal customers and resources.

Defeating 119 competitors and successfully entering

It is a great delight to find that China's department stores are seeking pformation. They urgently need to find a designer who has a deep understanding of business and a stable and complete product structure to upgrade the retail environment.

Next, she will continue to open 8 direct outlets in Suzhou and Nanjing, and 2-40 outlets.

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After completing 100 retail outlets in China, negotiations with Itochu, Japan, entered the market of Japan, Hongkong and Singapore.

Masha Ma has many plans for the future, including jewelry, accessories and men's wear series.

But first of all, she hopes to build Masha Ma and MA by MA STUDIO to build the image of Prada and Miu Miu general Gemini brand. The main line is more profound, is the exploration and reflection of fashion culture; the secondary line is more direct and lively, and directly communicates with consumers, in business success, at the same time, it can bring forth new ideas and respect art.

What is the ultimate goal of Masha Ma? "She replied," besides perfume, perfume is the highest representative of a brand. Maybe 20-30 years later, consumers will be willing to pay for pure brand value added.

Just like Viktor & Rolf, although they don't make garments, perfume is very popular, which shows that they are very successful. They are a brand designed by soul, and can live well by talent. "

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Masha believes that he is in the process of pformation from creative director to CEO.

Some unintentional acts will affect the development of the brand, such as her hairstyle and flaming lips, which has become the symbol of Masha Ma's first recall.

In 2014, she boldly made a decision before opening the first direct store. She joined Shang Wenjie in a TV reality show "the goddess's new clothes" of Oriental TV. In the program, every star will be paired with a designer to make a series of creative works. The buyer will vote on the winning series, and the final prize will be sponsored by the buyer brand, and will be quickly produced and sold on Tmall and offline.

In the program, there is no combination, like her partner with Shang Wenjie, tacit understanding, and successfully won many championships.

She told BoF: "this is the strategic thing to do in the plan. The public knows that there are not many fashion week in Paris. When our sub line is about to open, the program will open the mass market in a short time through the platform of mass entertainment."

The program also showed many different things to her. She thought that instant production and sales were a good way, but unfortunately it was a collaboration with Tmall. This immediacy can easily destroy a fashion brand. This program is more like a popup store (temporary store) project, not a long-term survival mode.

She is not so keen on Tmall's massive online traffic and tourist resources.

The plan for Internet sales has been made in 2020.

Tmall's resources are concentrated on low priced customers, obviously unable to carry her goods.

"Net-a-Porter or Thecorner will be a better choice."

Masha tells BoF.

At present, the highlight of Masha Ma is still the development of offline retail outlets in China.

She said, "the buying system is based on the whole system in Europe. In China, it is a form, which requires a lot of personal social interaction, but it is unreasonable and unstable in business.

I am very grateful to the buyer's shop for their early promotion and help, but to build a brand, we should hold the business lifeline in our own hands.

Whether it's looking for investment or development, it's important to know how your brand sells every day.

This has also enabled me to achieve a real freedom of design through direct contact with consumers rather than trying to please buyers. "