Clothing Brand Mo&Co New Products Release High-End Line

This is not a music festival, but Guangzhou.

Mo&Co's show.

EPO, the parent company of Mo&Co, released its strategic plan for 2020 in the green tank of the 751 fashion design Plaza in Beijing. More than a month ago, the site was once commandeered by Chanel and released its great show in China.

except

That night, it belongs to a group of high-end line Mo&Co Edition 10, newly launched.

Little Mo&Co and beauty makeup brand Rec have released new products respectively through fashion show and OTC booth.

And the show ground was built into a hill. It is easy to think of Dior 2016's early spring bubble palace.

The team behind the show is of high quality.

The independent designer Zhou Xiangyu, who was responsible for model selection and modeling, completed his 2017 spring summer series released in London men's week. He brought back Finn Mactaggart, who was responsible for the show music, and selected foreign models from London.

The make-up is completed by Dior's Andy Creation, a leading Activation from the industry, and is responsible for Trunk Studio.

The atmosphere was finally detonated by Dou Jingtong. People rose from their seats, gathered around the hills, drank wine and chatted, and photographed and uploaded photos with celebrities and red nets at the five fingers purple light.

Chen Qing saw Mo&Co from his friends.

Photo, "I heard hi exploded."

Chen Qing remembered that he had bought several suits and sweaters of Mo&Co, but it was far from fans. When it came to the significance of this activity, she said, "maybe I knew Mo&Co was a Guangzhou brand and always thought it was Europe or Korea."

Like many Chinese brands, Mo&Co, which was founded in Guangzhou in 2004, has made a difficult western and Chinese name.

In the Mo&Co pricing system, usually, it costs one thousand or two thousand yuan to buy a nice dress or a silk shirt.

So far, Mo&Co has 577 stores in China, with annual sales of about 2 billion 400 million yuan.

In 2010, the number of high-end Edition 10 stores in China was 90.

But the biggest difference between it and many Chinese brands is the more developed overseas sales channels.

Mo&Co and Edition 10 have 5 direct outlets and 25 wholesale business customers in Europe, with annual sales of 300 million yuan.

Both have entered Opening Ceremony, de Bijenkort, Lane Crawford, Paris's old Buddha and other overseas department stores or buyers shop, mainly attacking the British and French market.

In Zhou Xiangyu's view, Mo&Co and Edition 10 operate more like brand independent designers, such as working with interesting people in the fashion industry, exchanging experiences and personalities.

Take LOOKBOOK, make showroom abroad, invite foreign public relations companies, and make studios in Paris.

You can easily classify the styles of Chinese clothing brands.

Or literary and artistic children, such as "exceptions" and "Jiangnan Bu Yi", or leisure oriented ones, such as "

"And"

"Or" Mo&Co "and" Edition 10 "belong to this style.

"At that time, I liked neutral and handsome things. At that time, there was no such design in China."

Mo&Co founder and Epo group CEO Jenny Kim said.

Looking at the 48 season products that Mo&Co has released so far, we will find almost no lace and Princess sleeves in each season.

and

Mostly, tailored and simple in design.

In order to achieve a certain degree of fashion in design, each product line is a pioneer group with overseas backgrounds, and is responsible for collecting inspiration materials.

However, too much avant-garde style is not suitable for the mass market targeted by Mo&Co, so after adjustment, the final design of Mo&Co will not be very difficult.

Fortunately, it has also caught up with these years.

With the trend of "gender ambiguity", female consumers began to pursue more independent and personalized wear.

This is the foundation for Mo&Co to expand its customer base.

"China's market, like Singapore and Japan, has been cultivated by the European and American brands, which has created the design market and consumers.

Mo&Co established the sense of design earlier and cut the fashion and trend.

The director of the commercial real estate consulting firm Rui Yi De Sam told reporters on the interface.

In China's clothing market, the middle end price has always been a region lacking strong competitors. Mo&Co has the advantage of time and pricing.

"The dividend that China makes is losing the cheap labor force, the cost of the supply chain is rising, but the technological superiority is still in existence, and the middle end brand can have the opportunity to afford the factory.

Moreover, China's choice of market segments is relatively small. We have to make good products that consumers can afford, and serve the middle class only. "

Jenny Kim said.

The middle class is rational, they care about price performance, and they also care about their feelings when shopping.

Chen Qing felt that although she would buy Mo&Co's clothes, she still felt that the price range of 1000-4000 yuan was not cheap, even though she had an annual salary of 500 thousand.

Price is a delicate feeling, and a good thing to buy is a process of biting.

The same strategy is also used on the more exquisite high-end line edition of fabrics.

According to Jenny Kim, the average unit price of Edition 10 is 40% higher than that of Mo&co, but it has experienced a price reduction in the middle, and the sales promotion effect is obvious.

In 2016, annual sales of Edition 10 will reach 300 million yuan.

The first series of little MO&Co. is sold in MO&Co..

The mid end positioning helps Mo&Co get into many excellent department stores and shopping centers, from the Mixc, joy to the city of Lafayette, and old Buddha of Paris.

A cost-effective brand can help developers attract more people and create opportunities for other high-end brands.

"The middle end market has a lot of space. China's low-end products have accumulated too much. Although the high-end market can maintain the brand's advanced beauty, the problem for young people is that they have no money.

But their consumption desire is constantly stimulated, so the price at the middle end is in line with the spirit of the young people and will be very successful.

Zhou Xiangyu said.

Jenny Kim believes that its company's expansion strategy is "reserved". Only 4 brands have been developed in 12 years, among which children's wear Little Mo&Co and cosmetic Rec are new products lines launched this year. At present, there are more shops in the first tier cities. As of the end of this year, Mo&Co, including the Greater China region of Hongkong, is expected to reach 600 stores, and Edition 10 is less than 100.

REC makeup in guerrilla store on MO&Co. release show

In fact, the number of Mo&Co stores is less than that belonging to a pricing hierarchy. The latter is less than 100 in the whole country, and more than half of the four first tier cities in northern Guangdong and Shenzhen occupy more than half of the number of stores.

For the middle end price brands, channel sinking is not easy. Suo Shan believes that it is still difficult for the middle end fashion brand to develop the three or four line market, and consumers in low level cities have lower consumption ability and brand awareness.

Want to increase influence, but also test marketing skills.

Mo&Co has invested part of its profits in brand packaging and promotion, looking forward to making breakthroughs in social media, such as spending money to create its own Mo circle, hoping to catch up with the fans economy. For example, this star studded show, that night, from Liu Wen to AIKE, micro-blog active people appeared.

In 1990s, Guangdong, Jiangsu, Zhejiang and Fujian.

The original brand appeared in the processing area, and there was no lack of success after the storm.

But China's clothing market has been booming through department stores and shopping centers, and the electricity supplier has been attacking the stores. Customers' spending power and knowledge are changing rapidly.

And in recent years,

Products such as Taiping bird and Jiangnan Buyi are expanding product lines.

In June of this year, Ningbo brand Taiping bird also released a publishing show for children's wear line Mini Peace.

And other local brands.

Similar to strategy, Little Mo&Co seems to be a reduced version of Mo&Co.

This is a clever approach - the cost of design and development can be reduced, while adult elements will also make children's clothing look more fashionable. For 80 and 90's parents, this is almost one of the most important selling points when they buy children's clothing.

But the introduction of Rec is closer to the integration of family businesses. Few people know that Mo&Co and beauty store Guerlain beauty belong to one family.

Jenny Kim's husband is the founder of Guerlain beauty and angel investor of Mo&Co.