Mark Huafei Expands Multiple Channels: Testing Water E-Commerce

Speaking of the development of the domestic menswear market in recent years, Mark Huafei must be mentioned. Unlike many men's predators, the development of Mark Wah Fei, which began to develop in 2001, takes a differentiated, subdivided and relatively small-scale development route, and takes a fashion and individualized leisure line.

Take measures to deepen terminal management

The global financial crisis that began in the second half of 2008 has caused varying degrees of impact on the sales of many domestic brands. However, last year, Mark Huafei’s sales performance maintained an increase of more than 20% year-on-year. Moreover, this growth is only the original single store. The growth of sales performance does not include the newly expanded store performance. Last year, Mark Huafei’s sales increased by 67% year-on-year if the store’s performance was included.

In order to further enhance the core competitiveness of the brand, last year Mark Wahfei conducted a more scientific review of the entire operating system of the brand, which is mainly reflected in product development and the visual image of the terminal.

According to reports, Mark Huafei in 2008 for its three brands newly hired a European team to carry out branding, combing content, including brand positioning, product line re-construction, brand proposition, brand values, visual effects and Other aspects of the terminal. After reviewing Mark Huafei, the brand's value system planning is more advanced.

Since the end of last year, Mark Huafei has further accelerated the pace of product research and development on the basis of its original design and increased the participation of product development.

In terms of terminal construction, from the second half of last year, Mark Huafei started a project that focuses on terminal standardization. Terminal standardization here refers to the establishment of better standards for service systems and service quality. Through management and personalized services, consumers are more loyal to the brand.

Yang Kuntian, CEO of Shanghai Mark Wah Fei Enterprise Development Co., Ltd., said that the current competition in the brand is becoming more and more intensified, and one of the important aspects is to be rooted in the management of the terminal. Mark Huafei has already done a lot of work in this area and has also invested more capital.

In order to further enhance terminal management, Mark Huafei also built an internal training platform - Mark Fashion College. The platform is an online learning platform developed by Mark Huafei and has already set up dozens of online courses. Shopkeepers across the country will be able to learn about Mark Huafei's services, marketing, culture, and visual communication.

Yang Kuntian pointed out that Mark Huafei currently has more than 700 stores in the country, and the number of sales staff in each store is generally five or six or ten. As more and more brands become more competitive, the quality of sales personnel is very important. It is very important, for example, whether salespersons can always serve consumers with passion. By building such a platform that allows first-line business people to learn together, we hope to deliver the service to the heart of consumers, and at the same time, it can also achieve the in-depth management of the terminal.

"Marc Buyer" Expands Multiple Sales Channels

Under the influence of the financial crisis, Mark Huafei also began to try to operate in the e-commerce field in order to better build distribution channels.

In November of last year, Mark & ​​Co.’s “Marc Hacker” e-commerce platform was launched. The platform supports B2C Mall, DM Shopping Directory and Call Center. It serves target customers aged 15-28, and is committed to providing fashionable clothes to target customers. Comprehensive solution.

It should be noted that the platform not only sells Mark Huafei brand's own products. For this platform, Mark Huafei has also specially developed a mashup style MFnext1863 brand and casual style MFsportso brand suitable for young people.

For the advantage of “Marc Buying”, Yang Kuntian analyzed that online sales generally have to face many challenges, such as differences in the consumer's body and product characteristics. For Mark Waffen, there has been a large number of loyal consumer groups in the market. They understand the fashion sense, layout, and size of Mark Huafei products very well, and also understand the attributes of the products. This trust is the premise. Under this circumstance, it is more necessary to emphasize the thoughtfulness of the website service, for example, to deliver the Neijiang products to consumers in the 24 hours of the order, and to refund the money if they are not satisfied. This may increase the operating cost to some extent, but this The serious attitude and spirit of each consumer is brought about by the consumer's higher purchase rate.

Regarding the future development of the e-commerce sector, Yang Kuntian stated that the “Mark Buying” website platform is not a simple trading platform, but a customer relationship management platform that aggregates and manages customers. Mark Huafei will further nurture and develop this e-commerce business in the future. This is also a new business opportunity. At present, the platform is working well.

Courage to taste the "Expo" cake

In 2009, opportunities for superior brands are often greater than challenges. Against the background of the still-deep impact of the current financial crisis, Mark Waffen’s thinking is still broad. From the “cake” of the Shanghai World Expo to the internal management system, it can be found that its competitive advantage is increasingly prominent.

In 2009, Mark Wah Fei will further increase its support for franchisees and suppliers. This will be reflected in granting franchisees and giving them more preferential policies. It is expected that Mark Huafei will invest 30 to 40 million yuan in terminal support this year.

Yang Kuntian said: "When the overall economic situation is still not clear, brand companies and franchisees must huddle in groups to warm up. Mark Huafei has given support to franchisees and terminal support has been very large. At present, we support the terminal's healthier development, we can ensure the market In the case of share, we must also ensure improved performance."

Mark Wah Fei has also introduced software tools used by the world’s top 500 companies. The software is produced in the United States and can integrate multiple electronic systems such as ERP systems, financial systems, and terminal service systems on a single platform to achieve data-based marketing, thus optimizing the internal management of the entire enterprise. Yang Kuntian pointed out that: The crisis era is also an opportunity era, and it is time for companies to consolidate internal management systems.

At present, this tool is being tried and applied. It is predicted that if it is applied well, it can greatly enhance the internal management efficiency of the company and increase the overall brand performance by 20-30%.

For this year's brand sales, Yang Kuntian has optimistic expectations: "Now the apparel consumption emphasizes freshness, Mark Huafei's consumer groups are young, fashion types, their demand for fast, changeable, fresh, design sense of the product is still relatively It's relatively large, so Mark Waffen expects sales to increase by 20% this year."

It is also worth saying that brand operations should be good at seizing business opportunities. Shanghai will host the Expo in 2010. Through the efforts of the second half of last year, Mark Huafei became the only licensed producer of the Shanghai World Expo leisure products category. Behind this, there are more than one million Shanghai World Expo volunteer clothing, taxi driver clothing, and other products that represent the image of the Shanghai World Expo. It may be designed and manufactured by Mark Huafei.

According to reports, in the next few years, Mark Huafei will also vigorously expand the domestic second and third line markets.

Will try to expand the Southeast Asian market

Mark Huafei is still actively exploring overseas markets.

According to reports, from the second half of last year, Mark Huafei began to negotiate cooperation with a Japanese company. The current project is still in negotiations. The unit price of Japanese fashion products has always been relatively high, but in the financial crisis last year, sales fell by 40% to 50%, sales of low-grade products increased by 40 to 50%, and in the low-end products and high-end fashion products The middle market is vacant. Under this scene, Mark Huafei and Japanese companies launched the negotiations. Yang Kuntian said: “Mark Huafei is relatively well-known in the domestic market, but its international reputation is still relatively weak. So in this case, we plan to push Mark Huafei into the Japanese market through cooperation to develop a young, stylish, low-priced segment brand. This will promote the development of the mid-range market in Japan.

In addition, Mark Wah Fei is still exploring Singapore, Thailand, Malaysia and other Southeast Asian markets in the past two years. In response to this, Yang Kuntian said: “Our exploration of the Southeast Asian market was actually started a year ago. As long as there are new channels, fashion products like Mark Waffen still have opportunities in Southeast Asia and other places, but they are still trying. We don't advance."