men's brand positioning high-end customers the Internet masamasuo, played the first advertisement in early 2008. With the then overwhelming dozens of shirt is t-shirt is not the same, masamasuo advertising content is $ 1080 windbreaker. This customary low prices in the prices of some of the online shopping environment alone, but masamasuo Sun Hong, Chief Executive insists.
“ our attitude is very clear, high end customers of the service, if you can't accept this price I could not work for you, I provide are accurate and professional service. &Amp;rdquo; Sun Hong said.
Sun Hong usually prefer to and communicate keyword is price/performance in the industry, his idea is “ &rdquo terms a penny a minute. Currently masamasuo procurement costs over the retail prices of many B2C companies on the market today, in addition to 10% of the warehouse and courier costs, masamasuo more most of the money spent on design team.
“ we have 70% quarter product masamasuo designer own the original, being a brand of necessity to caifeng abroad. For example Milan twice a year the show will go over each year Italy fashion show will go, you also need to Exchange and communication and a large number of foreign designers, we have to take the designer party. &Amp;rdquo; Sun Hong with traditional clothing industry experience very clearly how hard does a brand need.
This is a typical “ mouse + cement ” Internet companies. Unlike traditional clothing brand is, set up brand concept is not the traditional channel, but the Internet. Such a flat effective channels, not only to conduct precision marketing, but can also break the traditional domestic brand high BET rates and leverage technology to optimize the cost of inventory, express.
a group of related data is: masamasuo customer price maintained at around $ 500-600, in winter can also 700-800 Yuan, gross profit margin, you can reach a level of 40%-cent. Gateway struggled in the B2C industry is profitable when masamasuo has achieved a break, while not disclose the size, but Sun Hong is confident of future development.
“ masamasuo hopes this year's sales target to reach $ 700 million, on a growth rate 3 times faster. &Amp;rdquo; Sun Hong said. At the same time, masamasuo also opened a diversity policy: ladies ' brands Vivian was its launch at the end of last year, this is the Internet exploration of women's high-end brand.
masamasuo had access to the northern lights, Sequoia Capital's investment, masamasuo from inception to the present funding has not been particularly intense. &Amp;ldquo; for our biggest problem is not money but confidence. &Amp;rdquo;
the initial development of high-end brands is not is particularly smooth, Sun Hong and his pioneering team had shaken. This is a pioneering project of report become a reality, although affirmed by the Professor got some columns, but under the market, customers may not be able to easily find, such as costs continue to grow each month, but sales index did not rise.
“ this time is not money, but the lack of confidence. &Amp;rdquo; Sun Hong said. And restore confidence way, you are constantly trying to, in the continuous development of trial and error. For example, in terms of positioning, masamasuo is through constant doing Office tour OK; in terms of advertising, is the attempt to form its own development through low-cost ideas.
“ this is a very difficult process, attempts to keep small, try out lessons-learned analysis, this is very important. &Amp;rdquo; Sun Hong said, “ we attempt to through the 2008, 2009 and 2010, masamasuo gradually formed its own style, this is one of the most valuable experience. &Amp;rdquo; (Trish)
following is the interview record:
host Trish: you and SINA Netizen, good morning, welcome to Sina technology-an interview with the new forces, today we are pleased to welcome to the one participant is masamasuo Mr Sun Hong, Chief Executive, do talk to vertical clothing brand with us some new ideas and experiences. First sun always Say hi with you all.
Sun Hong: Hello! I was masamasuosunhong.
ca: masama mentioned a lot of friends not too familiar with, but have small was famous in high-end users, can you tell our friends introduce, including sales and team performance.
Sun Hong: masamasuo was set up by the end of 2007, Enterprise, and now has a 3.5-year's time, masamasuo to date should be in the independent brands on the Internet in China, we are positioning the highest ends of a men's brand. At the same time, we went toLaunched at the end of our ladies ' brands Vivian year after year, is currently also in Internet positioning top-end brands. Masamasuo sales target for this year and we hope that in the $ 700 million, growth want to keep on a 3 times speed. Has over half of this year, we also do some work. First, we launched the women's own-brand in the market. Second, our cooperation with Zhou Simin teacher, she is Taiwan's etiquette consultant, we employ week teacher as our image consultant. We launched masamasuo image tool, with five minutes of time can be made for a man to meet his life packaging advice. At the same time, in the first half of this year, we had to move positions, moved from 3,000 square meters to 10,000 square meters of warehouse. We launched our own warehouse management system, at present our own research and development and management of the warehouse management system should be in the most advanced e-commerce enterprises in China now. This system on-line so we integrated warehousing and distribution costs drop 50%, raising efficiency to about 40%.
