Editor's note】 ã€Aritzia, Anna Sui, Red Valentino, BCBG ... North American consumer market has a lot of women's fashion brands are well-known women . So, from China, a high-end positioning, mainly in the e-commerce platform to sell women's brand there is no chance of success? Xu Yan, the founder of the women's brand Ma Xi , replied affirmatively, so long as the five words of "differentiated positioning" are available.
Billion State Power Network learned that in the foreign trade electricity industry, compared to the average selling price of most Chinese women's sellers only 20,30 US dollars, Ma Xi cheapest summer will not be less than 50 US dollars, the average winter price At 200-500 dollars. And Ma Xi also less than a year, living in China, the world's Amazon sellers in the current category.
Differentiate product positioning: adhere to independent design
Xu Yan said that for the differentiated positioning and brand insistence, is the ultimate Ma Xi can open the key to overseas markets.
Xu Yan's interpretation of Ma Xi's brand positioning is as follows: "Ma Xi brand in English is Maxchic, is chic and exquisite meaning, we hope that Ma Xi is not to create a dress but to give customers a unique beauty .Our goal Customer positioning is: 30 to 40-year-old successful woman, loved and loved, know how to wear high heels, the bones are always feminine.
In order to meet the above positioning, Ma Xi adhere to the independent design, rather than imitate other brands. "When Ma Xi went abroad, what we wanted to do was Chinese design rather than Chinese production, so we never put our standards on China alone."
At the same time, Ma Xi also separates the e-commerce design team from the offline store. The product retains the soul and core of the brand, and is designed to be extended and changed according to the characteristics of online shoppers.
Ma Xi in the design of fashion trends, autumn style, with the overall concept of the dominant, the main use of perspective, lace splicing, two sets of collocation and other design methods, the product on the spring and summer to dress, jacket, autumn and winter is down jacket, Coat-based.
Xu Yan introduction, she has a professional background in apparel, after graduating into a large enterprise, and to do the design director's position. And her design team also has a long design experience, and asked the apparel industry, have their own unique design understanding.
This article reprinted from billion state power network
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