Many people like to classify her as a "big lady dress" when talking about Masfir, but in fact, the core of Masfil's clothing culture is not ladylike at all, but the rigidity of a strong woman;
In terms of clothing presentation, contrary to the slim, small flowers, small dots, bows, lace and other elements of traditional lady's clothing, Marisfrolg Masfil is atmospheric, large silhouette, large pattern, large pattern, etc.;
In the history of European clothing, Chanel Chanel's boyish (boyish), YSL Saint Laurent's smoking suit, ARMANI Armani's power suit (Power Suit), etc., are basically neutral, dressed like men, at most smart, handsome and free, as shown in the picture:
Marfil is different, she does not borrow power from men's clothing like Chanel, YSL, and Armani, but through the women's clothing itself, she presents a strong female aura, which is much stronger than Armani's Power Suit;
The Chinese women who can control Masfil, female officials, business owners and executives (except for dog licking) in their 40s, that is, administrative and business elites, can be summed up as big women
The data of the big woman style brand Marisfrolg Masfil is very small, and the data disclosed during the sprint IPO is quite good, in 2015, the annual revenue of Masfrolg was about 2.5 billion, and the main brand Marisfrolg Masfil had a revenue of 1.643 billion:
In the 2015 financial report of Vignas (Jinhong Group), a table of "high-end women's wear market share ranking" was found, and Masfir ranked first in domestic high-end women's clothing with a market share of 1.31%, and Vignace, Langzi and Golith of A shares were behind her;
Among the top 10 high-end brands, most of the brands have a strong retail team, Masfil retail management is not outstanding, more prominent than the competition, only the product, the first in several consecutive years, it can be seen that its big woman style has a lot of group consensus;
Many people say that "Chinese designers do not have their own style", I do not agree, many brands have their own styles, such as the atmospheric field (middle-aged big women), middle-aged girls (middle-aged small women), JNBY's cloth clothes...
Do you just have your own style? Who would give a name to a style? Who's going to promote your style?
Think about it, how do you know about the Mori style? And college, hip hop, punk, neutral, minimalist, bohemian? Aren't all books, media, magazines and other media telling you?
All the strong cultural styles are European and American, and Japan is only equipped with weak styles and castration cultures such as Mori style, sexual frigidity, and MUJI, and Masfil, which is stronger than Chanel, YSL, and Armani, will appear in the media? No
Female social brands can be divided into the following categories:
1. Youth socialization - age 14 to 21 years old, middle school or university study, corresponding to the brand of Lecho, Yi love, bear, chuu, etc.;
2. Youth social networking - age 21 to 28 years old, small white-collar workers or small supervisors in the workplace, corresponding to brands such as VM, ONLY, PEACEBIRD, Goliath and other young brands;
3. Young and middle-aged social - age 28 to 35 years old, middle level in the workplace, corresponding to brands such as Disu, MO&Co and other medium-level brands;
4. Middle-aged social networking - age 35 to 49 years old, business owners, executives, enterprise and institution personnel, officials or their families, corresponding brands are, Vignace, Golith, etc.;
5, middle-aged and elderly social - age 49 ~ retirement, the post is the same as above, the corresponding brands are Martino, Clausi, etc.;
For Yi Lian, the Ivy League college style (Britain) has been unable to enjoy a high premium (8 to 10 times) in China, product transformation or non-transformation, will face a price overhaul, price reduction or no drop are uncomfortable;
For PEACEBIRD women's wear, the style goes in the direction of cool tide, the age of the audience is biased towards the students, the price does not move, the students do not accept, which is embarrassing, and the two sides are not flattered;
For Claussi, there is no socialization after retirement, no consumption, and the next few generations of middle-aged and elderly people (after 7080) are rejected for the old goods of Claussi, and rejuvenation is imperative, which is bound to be unpopular on both sides;
For Masfil, the epidemic suppressed social demand, the economic environment weakened purchasing power, the competitive brand rejuvenation, performance and inventory pressure, etc., and the brand had to consider transformation;
From the perspective of product quality, the quality and price of Masfil have been very stable, but is it stable?
The IPhone 8 of the A11 chip sold 6 thousand in 2017, the iPhone 12 of the A14 chip also sold 6 thousand in 2020, at this time, the iPhone8 only sold 3 thousand...
After the emergence of higher quality ICICLES (12), marisfrolg Masfil (8) product value is much less than before;
From the perspective of product style, while Masfil's products are young and the style of big women is diluted, in addition to the elegant, commuting, and light gift series, a "green series" that conforms to the Western narrative has also been added...
As such, the product is younger (30 years old), the two sides are not flattered, the quality is not iterated, the big woman brand gene is lost, and finally becomes a brand of "more than one, less than one";
Masfil's strengths do not include brand operations, and when the environment changes drastically, many initiatives are not necessarily in line with the long-term interests of the brand, such as outlets Tmall stores and fitting home;
Tmall store has both sales function, but also has a display function, Tmall outlets store to clean up some inventory (sales function), is for a benefit, the 10% off or so of the second bargain to show the national customers to see (display function), is for the hundred disadvantages, a hundred disadvantages and a benefit;
Imagine Lady B saying to A, the Masfir dress you bought for more than 5,000, now sells for more than 500. How does A feel?
Product price increase ≈ Brand upgrade, brand upgrade will lose a group of guests with the lowest unit price; public low-discount clearance ≈ Brand downgrade, brand downgrade will lose a group of guests with the highest unit price;
In order to clean up a little inventory, The Maxfil outlets Tmall store will push the best quality VIPs out of the door, which will not only affect the sales of high-priced products, but will overstock more inventory, which is more than worth the loss;
Fitting home is derived from the "door-to-door service", serving those "too busy to arrive at the store" Class A customers (consumption more + relationship familiar), generally by the familiar shopping guide and store manager, the clothes are sent over, the money is recovered, and the customer relationship is strengthened by the way;
Fitting to home APP let guests place orders on their mobile phones, the company specially delivered to the guests' homes, try on + checkout a dragon, this wave of riot operations, successfully bypassed the store employees, the products sold to the staff of the big V;
Just imagine, the shopping guide Wang Mou asked the big guest who was familiar with 6 to 7 years of winter clothes to buy, did not buy it for you to send home, the big customer said that he bought it, and your company sent it over. How does Wang Feel?
Whether it is to improve gross profits or to collect information about large customers, they are robbing large customers with employees, which is harmful to the interests of employees and stores, which is equivalent to demolishing physical stores and indirectly pushing employees who "hold a large number of familiar customer resources" to competitors;
As a high-end brand, the operation strategy should be like this:
1, good times of brand upgrade: 2008 ~ 2015 for high-end women's clothing is a good situation, price increases, raise the bottom line, no discounts, image upgrades and other brand upgrade measures one by one to do, Masfil in the good times, do well;
2, the brand does not downgrade when adversity: these 3, 5 years for high-end women's clothing adversity, to control the order and inventory, while maintaining profits, keep the bottom line not discounted, competitors are discounted, the highest customer unit price of the guest from the competitors came over, Masfil in adversity, do a very bad job;
In recent years, the discount clearance of MaxMara, Masfil, Baozi and other brands has allowed ICICLE to receive many high-priced customers;
Finally, I would like to talk about clothing culture, what is China's clothing culture? Is it Hanfu? Is it a cheongsam?
No, Hanfu and Qipao are both national costumes, Hanfu is the ruling class costume of the Han Dynasty, the Qipao is the ruling class costume of the Manchu Dynasty, and the Chinese national costume also includes Miaofu, Tibetan costume, etc.;
Hanfu and qipao are both handicraft products of the era of agricultural civilization, and they are the costumes of a small group of powerful people, which lag behind modern industrial civilization and cannot represent the clothing culture of 1.4 billion Chinese people;
Costumes are the externalization of character and aura, Chinese culture pays attention to the external softness and inner rigidity and rigidity and softness, Masfil's (gang) and Vignas's (soft) are part of Chinese costume culture, there is no mediatization;
For Masfil, his brand style can not be lost, product quality to iterate, Tmall outlets must be closed, decades of established brand consensus, destroy only one and a half years, even if the scale of shrinkage, but also to do a good job of brand protection, after the wind and rain and then set off;
After the rain has passed, I hope Masfield is not left behind.