Capital + vision, online shopping apparel Entrance test

The 2008 financial tsunami hit the export-oriented apparel industry, but the tsunami and the birth of a network clothing brand Masamaso (Massamasso) has surged, showing the momentum of rapid growth. What is even more surprising is that this network clothing brand, does not take the net buys the portal to be used the low price dumping strategy, but specializes in the high-end menswear market.

Despite the adverse economic environment, but Masamaso (Massamasso) is like a storm in the Petrel, the financial tsunami wind more urgent, Masamaso (Massamasso) the more fierce momentum. The establishment of a short period of time, has achieved annual sales of more than 70 million yuan in the astonishing performance. Many traditional channel clothing brands believe that the success of Masamaso (Massamasso) shows that formal, big-brand apparel intervention online market time is ripe. But the analysis of Masamaso (Massamasso) growth process, we found that online shopping apparel brand management seems to be not easy, traditional brands follow the "net" still need to be cautious.

Capital + vision, online shopping apparel Entrance test

It is understood that the road to enter the apparel network market is not Yimapingchuan. Masamaso (Massamasso) at the beginning of growth, that is, the start of the tens of millions of level of capital for the initial hardware construction and market cultivation. Even so, according to the relevant personnel: Masamaso (Massamasso) Early development also faced a "follow-up funds, near bankruptcy" situation, just because of a critical moment through a network of accurate advertising to make the company a survivor, to achieve profitability, and gradually embarked on a virtuous cycle of the road.

Although now Masamaso (Massamasso) from the international famous Venture Sequoia International to obtain the first round of tens of millions of dollars of wind investment financing, access to adequate capital support, to expand the overall operation, but if not early through their own efforts to get out, and success, will never get the favor of VCs. "I'm sorry, most of us still go for the icing on the cake," said Jian, managing director of the company's Asia-rich venture.

Online shopping Apparel Market development trend is objective, but the hot market does not make the venture loss of reason. No innovative features, no development potential of the project, and then hot market, investors would rather believe that a move is inferior to a static.

Masamaso (Massamasso) is a unique market vision and its own success has been made to impress the international venture. When Masamaso (Massamasso) General manager Hong and his team brought Masamaso (Massamasso) to Sequoia International for the first time, Sequoia Chinese family Sun Yu realized the value behind these sophisticated garments. Network clothing market After nearly five years of full cultivation, consumer network shopping awareness has been fully fermented. But the cheap clothing brand market characterized by low price is already basically saturated. The consumer of network clothing has the demand to the higher consumption level development, the high-end network clothing brand, is hides in the network clothing market low price impression behind a niche market virgin land. Masamaso (Massamasso) 's creative, just in time. So after systematic investigation, Sequoia International first round million dollar investment was immediately into the Masamaso (Massamasso) account, in order to support its continued market development.

The success of Masamaso (Massamasso) has benefited from the huge initial capital investment, but the success of Masamaso (Massamasso) has benefited from the unique market excavation power of its management team. Follow the traditional channel brand to enter the field of network apparel, the same must go through such a financing capacity and market development ability of the double test, otherwise the network clothing market lively, perhaps more likely is a deep bottomless sweet trap.

Comprehensive + balanced, network apparel brand management team high threshold

2009 China Apparel Online Shopping market volume of transactions as high as 30.87 billion yuan, 2008 on the growth of 81.5%, is the largest consumption of online shopping, but also the fastest growing category of scale. NET buys the clothing market indeed to grow the speed to be astonishing, but in this piece of amazing, the net buys the clothing market one of the pioneers, once the net buys the clothing market eldest brother PPG, but did not smile to the last. The management team is unqualified, even if the same as PPG to take the opportunity to shut up.

Although the net buys the clothing brand to be rooted in the fictitious network world, to the internal management team's request, but has the more stringent request than the traditional channel, the network clothing brand team both needs to understand the clothing, also needs to understand the network, also needs to understand the technology. Lack of any one link, will form the overall short plate effect.

Masamaso (Massamasso) has such an iron Triangle management team. Masamaso (Massamasso) CEO Hong has served as general manager of Gloria, Beijing, the marketing director of the market. Familiar with high-end clothing brand management, is the garment industry for many years of veteran; Chang Xiaulio, chairman of the It Circle, has been well-known SP Network Hing Technology general manager, in the network industry has a wide range of contacts and marketing experience Masamaso (Massamasso) CTO Di Bin is also chief technical officer from Sina's subsidiary. It can be said that such a face mask to the combination can be met but not, but it is also Masamaso (Massamasso) rapid expansion of the fundamental protection of the foothold.

The clothing brand in traditional channel wants to kill into the network, must undergo a brand-new human resources transformation process. Will be the existing, in line with the characteristics of traditional sales channels of the brand team, to be in line with the apparel market rules of the team equipped. And this process is not the work of the year.

In fact, will Masamaso (Massamasso) and other nets to buy clothing brand success, as is online shopping apparel market intervention signal, may be mistaken read suspicion. 2005 Online Shopping Apparel market started at the beginning, the overall size of the market is still small, but the entire market has dozens of hundreds of sites barges. and to Masamaso (Massamasso) to achieve profitability and rapid growth in 2009, the operating network to buy clothing brand number has greatly reduced, consumer consumption is increasingly concentrated in several major brands. This shows that online shopping apparel market has ended the Warring States era, into consumer inertia consumption, online shopping apparel brand Winner-took-all market mature growth period.

In the face of this situation, the traditional channels of clothing brands want to do the network, is bound to face extreme saturation of the market competition pressure. From this point of view, online shopping apparel market, for Masamaso (Massamasso) has a firm foothold in the mature brand, is a good wind force, send me on the Qingyun, and the new brand to follow the fashion is already the embarrassment of flowers, both the market threshold is actually a rise and fall. If ignores the difference behind this phenomenon, the traditional channel clothing brand blindly "net", then the foreground does not seem to be optimistic.