Masa Maso: "Traditional" Light Company

Martha Marceau's clothing online price range is 300 to 1,500 yuan, which is different with the positioning of any online retail clothing company.

"First of all, I would like to reiterate that the outside world has defined Masamasuo as an e-commerce company. In fact, Masamasuo is a very traditional clothing company." Participate in the meeting, face the media, Masamasuo CEO Sun Hong The opening is usually this sentence.

In many people's eyes, Masamarso's current model is similar to BONO and Vanke. It is a light company that sells European-style, high-priced men's clothing on the Internet.

Unlike ordinary online clothing, the price difference is that Marsa Maso is surprisingly high: an ordinary jacket, Masa Maso is usually priced at around 600 yuan, and the price of shirts is between 400 and 500 yuan. Down jacket is more than 1,000 yuan.

Compared with PPG and VANCL's tens of yuan to 300 price range, who would spend 1,500 yuan on the Internet to buy a piece of clothing? Many people questioned Sun Hong. The fact is that in just one year of operation, the company’s revenue exceeded 70 million in 2009 and is currently doubling.

The current form of operation is clearly the e-commerce company has repeatedly declared that it is not an e-commerce company. Everyone is playing low-priced brands to attract consumers. There is no physical store, no channel cost, and the new company Masamasuo has been established for more than a year. The pricing is so high-end that this contrast drives the reporter’s curiosity to come to Martha Marceau in Building 10 behind Wanda Plaza in Beijing to find out: What medicine was sold by Martha Mazao? Consumers bought it Account?

Only previous failures

It was still a mess after the person in charge had left the post, and no one tried to retail its own high-end clothing brand online. Masamasuo chose to enter the market at this time.

Masamasuo is on the edge of the bustling East Third Ring Road in Beijing. It has gathered world-famous companies such as HP and IBM. Land prices are by no means cheap. Walking into the door of Masamasuo, it is hardly a clothing company. The entire company has only two major companies, the call center and the marketing department, plus three general offices: general manager of the marketing department, design department, and Sun Hong himself. As well as a storage room of less than 20 square meters, the entire company has only 67 people. Unlike the traditional manufacturing industry, which only manufactures and does not establish a brand, Masamasuo firmly grasps these high-profit links in product design and R&D.

From the point of view of the structure of the department, Masamasuo is a typical light company with one computer per person. There is not much difference between PPG in Shanghai and Vanke in Beijing. The only difference is the clothes in the storage room. "This dress, twelve yarn. The other domestic brands are generally 2 yarn or 4 yarn." Sun Hong pulled a shirt sleeve said.

Is the quality of good products to sell high prices will certainly have online consumers? 2007 reported that the online brand BONO launched the high-end line is also gone, after two years, the market responded silently, his family has changed several times.

Originally, BONO's emergence turned many people full of expectation: BONO not only has the traditional brand Baoxin Bird boost market confidence, but also has an investment of 8000 yuan for Baoxi Bird. Tian Jian, former general manager of Yahoo China, served as general manager of the online direct sales brand. It can be said that the lineup is luxurious and well-funded.

However, less than six months, Tian Jian resigned, in 2008 announced the launch of the e-commerce site's Annals Group's official station is still today, "Zhenao Online Shopping Mall upgrade, temporarily closed."

In contrast, when the PPG that takes the low-cost route has been in full swing, Vanke is currently the first company to stay in the clothing light company.

Suspense has emerged: Is it right? That high-end clothing is not yet available on the Internet, and the Internet is only accepting low-priced products at the current market stage? Perhaps the answer for most companies is yes, so after the BONO test water e-commerce twists and turns, there is no Then hear who dares to take the high-end line of online clothing retail.

Two years ago, Sun Hong made a graduation project at the European School of Management. He and the other two students made the opposite judgment: High-end clothing has sales of three to four billion yuan online, and it is impossible to have no consumer groups online; and For a new entrant like him, choosing the beginning of the network is the only choice, because only the traditional channels have long been occupied by the first comers. So, the result of the graduation design of the three is Masa Maso, has not yet graduated, the company has already put into operation.

Although Sun Hong's judgment is theoretically established, Masamarso has no traditional brand advantage, no Internet elite, no strong support for 8,000 yuan, and no history, and even if there are high-end clothing consumers online, who will Is it believed that the clothing that Masamarso sells online in 2008 is worth the money?