Network clothing market is hot, Masamaso leading brand breakthrough

2009 China's online apparel market volume is expected to reach 30.87 billion yuan, and 2012 is expected to break through 80 billion yuan. In the face of the imminent surge of tens of billions of yuan in the market, whether traditional clothing companies or emerging network apparel companies, are trying to explore a rapid growth path.

"Network is a very effective channel, but will eventually return to the traditional law, the brand will be the core of network apparel market competition." "As the only one in the network apparel industry to adhere to the high-end line of enterprises, Masa Maso (Massamasso) General Manager Hong expressed such views.

Brand will be the core of the development of network apparel Enterprises

Data show: In 2008, the domestic traditional clothing market, in addition to some well-known local brand apparel profit growth, other than 2/3 of the actual profit of China's textile enterprises only 0.62%. Yiang, executive vice president of China Apparel Association, said at the time: "This shows that the era of China's apparel industry in the number of competition is nearing the end of the brand, value, innovation as the core of the new era of competition has begun." ”

Compared to the traditional clothing industry, the emergence of the network apparel industry a lot shorter history, but also encountered the same problem. 2005, the emergence of PPG shirts. The fledgling company, which sells shirts cheaply through the Internet, quickly established a leading position in the short term, with sales of more than 1300 online outlets in the heyday of the day.

"We are neither a clothing business nor an internet company, but a data center that you can even think of as a server company." "PPG Liang once described its business to the outside world." We are Dell computers in the shirt industry. "But it is too pay attention to the channel and ignore the quality of products, so PPG operation soon there will be problems." A variety of products for PPG Shirt product quality complaints poured in, the lawsuit is entangled, it soon faded out of the consumer's sight. And then follow up some of the network apparel enterprises, but also to varying degrees into the "price war" embarrassing situation.

"In the Internet age, customers will buy clothes at low prices through various channels, but they will never give up the fundamental need for brand, product quality and design." "In the face of the failure of the pioneers, once in the traditional clothing enterprises-Victor Menswear 7 years of Masa Maso (Massamasso) General Manager Hong clearly expressed his views," to create first-class brand, products and services is the body of this, this is the global apparel practitioners open secret, Even if the channel changes to the Internet is no exception. ”

Coincidentally, online under a certain well-known men's brand Jack Jones, only through the flagship store on the Third-party platform, in the 50 percent promotional day to complete more than 5 million of sales, the brand's influence on the user's choice of purchase can be seen. "Consumers ' momentary choice may be a whim, but the long-term choice must depend on loyalty to the brand." Find the target customer base, provide excellent products and services, establish a sense of brand identity, to become a long-term customer choice. "The user positioning in the high-end Masa Maso (Massamasso), from the beginning of the operation, put the brand in the first place."

Clothing brand, design, quality, service can not be less than one

How to build a good network clothing brand? Compared to many internet E-commerce "halfway" enterprises, has been rooted in the apparel industry masa Maso (Massamasso) general manager of the Hong Point of view is more worth studying.

"In fact, the definition of our first should be a clothing business, then the internet business." "As the general manager of a network apparel enterprise, Hong has a distinct distinction between its positioning and e-commerce business," clothing brands and products are the core, the Internet is just a marketing approach. "In the composition of the team, Masa Maso (Massamasso) is also composed of professional and excellent apparel company managers, design directors, marketing managers, and IT industry elites." "Such a structure can be more balanced and stable." "Hong said.

"Good clothing brand from good products, which design, service, quality, one can not be less." "Hong like to use the" handshake with customers to describe the product to the customer's feelings, "I hope our products can be like shaking hands, so that customers feel good quality at the same time, but also feel our pragmatic and sincere attitude, so like our brand. ”

Inspired design has always been the biggest feature of Masa Maso (Massamasso). Followed by Louis Vuitton, Armani, Prada, Burberry and other international brands and Europe's most fashionable fashion, is familiar with the apparel industry Hong and its design team is best at the field. "Spanish and Italian style elements are the focus of our capture, but we will also incorporate oriental elements that are more suitable for the Chinese, which will make our men more elegant and inspirational." "Some customers have said that because Masa Maso (Massamasso) product design is full, and even changed the original habit of buying clothes."

At the same time, excellent product quality is also Masa Maso (Massamasso) adhere to one of the principles. "From the fabric selection and workmanship quality, our products and international brands almost no difference between the biggest difference is only the price." "When it comes to quality, Hong the expression of self-confidence," with a common people can accept the price, to enjoy the international brand of quality, with such a concept, I believe that will win more consumers heart. "It is this kind of international top quality, created Masa Maso (Massamasso) A large number of single monthly consumption to reach 5-digit personal customers, which is also the other network apparel enterprises are difficult to do."

Network purchase clothing, from the choice of ordering, to the final delivery of the overall link, users will be very concerned about. "In fact, a good brand experience, is throughout the user's complete purchase process, just like the traditional clothing enterprise brand franchise shop." "Masa Maso (Massamasso) attaches great importance to the whole service, from ordering, packaging, to delivery of every detail, all the best." "Needless to say the whole service link, even taste is a part of Masa Maso brand, to do the most refined." "Hong revealed that after Masa Maso on the packaging to customize the high level of perfume, allowing users to open the packaging can smell its unique taste, around the user will be aware of the link to achieve high quality.

   "The network clothing industry is also the clothing industry, should follow the traditional development law, so that can avoid too many detours." "In the face of many falling into the" price war "fans, Hong is more willing to discuss the development of the industry together. As the only company in China's online apparel industry that insists on taking the high-end route, Masa Maso (Massamasso) has maintained a steady pace of growth. Some analysts pointed out that although Masa Maso (Massamasso) is not as fast as some e-commerce enterprises, but its adherence to the model of brand management, from the profit ratio and long-term development perspective, more in line with the traditional clothing industry, the development of the law, less foam, This model may become China's network apparel industry a breakthrough.