This year's Double Eleven Shopping Festival has finally come to a close. As of 0:00 on November 12, the total turnover of Double Eleven reached 268.4 billion. In this carnival, 148 brands broke through 100 million yuan in 2 hours, especially many domestic brands entered the list. The domestic brand has rapidly upgraded in the consumer war, not only because of the strong traffic blessing of the Tmall platform, but also related to the brand's tight grasp of the preferences of the new consumer power.
During the development of the Double Eleven Shopping Festival in the past ten years, the young consumer groups that cannot be ignored have flooded into the Tmall platform. In this double eleventh war, they have also been regarded as the emerging main force in the consumer market by major brands. They have demonstrated their strong spending power and are brave enough to accept new things, have their own unique views on trend information, and focus on self-expression and personality. Embracing the ever-changing young and trendy market demand has become an indispensable factor in continuing the brand's vitality. At the moment when the trend of domestic products is rampant, all the domestically transformed or upgraded younger brands have achieved good results after catching this part of the consumers. In the field of tide cards that are popular among young people, Mark Huafei is It stood out in the double eleventh war.
As a well-known domestic street fashion brand, Mark Huafei has already exceeded the sales volume of 100 million in less than one hour on the day of the Double Eleven Shopping Festival; 9:00 am and last year's double eleven full-day sales; as of the 12th, the Tmall platform brand Sales broke 300 million, of which Tmall flagship store single store reached 190 million. The brand completed the sales target in this year's double eleven super target, and became the online street brand champion in one fell swoop, which is enough to reflect the consumers' favor and support for the brand. Mark Huafei won the Tsing Yi Shopping Festival this year, which was 46% higher than last year. It proves that the brand has successfully upgraded to a multi-art street fashion brand and won the recognition of the new generation of consumers.
Mark Huafei was founded in 2001 and has been born for 19 years. At the beginning of its establishment, it adhered to the "trend" as the brand direction, and became the representative of domestic young people's expression of trend and individual attitude, and quickly grew into a phenomenon-level tide brand of the Chinese fashion industry. As early as 2004, Mark Huafei opened the door of “cross-border joint name†and cooperated with well-known brands and trendy big coffees such as Coca-Cola, World of Warcraft, Starbucks, Transformers and Nike WOOSTER. Since 2016, Mark Huafei has accelerated its cross-border art of multi-art, and has cooperated with well-known IP and artists such as the British Museum, Bruce Lee, MARK WIGAN, and Doraemon to make the public's awareness of Mark Huafei more obvious. .
After 19 years of development, Mark Huafei found in the real-time insight into the trend market that the Z generation represented by the 95s and 00s has become the main consumer. They have the characteristics of independent self and individuality, and dare to accept new things; The unobtrusive "tidal" is not the tide dress they pursue. The Z generation has its own unique views and more expressive desires for the trend. It is more intense than ever to express its beliefs and values. In their view, the brand It should be the same. The new generation of consumer groups have formed a unique cognition of the trend, while the current development of China's economy, social culture has brought about the diversity of social life and the rise of subculture, and also created the independence and diversity of aesthetics. The existing clothing style or mental attitude of the existing tide brand is insufficient to meet the needs of domestic tide brand incremental users. Therefore, in 2019, Mark Huafei brand conformed to the trend change, and its position was upgraded to “multi-art tide brandâ€. The inclusiveness and diversity of the upgraded art genes found a solution for the development of the tide brand incremental market. Through powerful original design strength and high artistic aesthetic team, Mark Huafei combines the artistic expressions of ancient and modern Chinese and foreign with contemporary perspectives, integrates art in various fields, and presents the unique trend of the brand with more rich and varied contemporary art. From the youthfulness of creative design to the pursuit of fashion trends, Mark Huafei breaks the narrow and solid style of the traditional tide brand with the inclusiveness and broadness of the multi-art. It shows the trend of the tide brand leader and becomes the Chinese force that can not ignore the trend. .
In design and research and development, Mark Huafei introduces an international and young design team, focuses on artistic DNA, deepens the joint cooperation with well-known independent designers and artists, and redefines the products from a multi-artistic perspective while releasing the new brand LOGO. It is divided into three series - Guochao Art Series, International Art Series, and Simple Art Series. Each series' own positioning and design techniques also have a distinct concept. As a Chinese street fashion brand that gradually moves to the world stage, Mark Huafei has re-deconstructed the theme of “Flying Tian Dunhuang†in this year's “Guest Nation China†of PITTI UOMO. Promote your own art, unbounded, trend-free gender attitude on the world stage. Mark Huafei used the double eleven performance report to show that the brand's upgrade path satisfies the increasingly diverse needs of consumers. This is also an important reason for Mark Huafei's successful victory in the tide brand in the double eleven battle.
At the same time, Mark Huafei further deepened its strategic appeal and proposed the concept of “five newâ€, including new orientation, new attitude, new marketing, new retail and new experience. Starting from the brand itself, adhere to the positioning of the multi-cultural art brand. Focus on emerging consumer groups, clarify the younger characteristics and individualized appeals of consumer groups, and maintain brand innovation and vitality. And closely around the concept of "multiple art tide brand", constantly strengthen the brand image, continue to accumulate brand goodwill and enhance brand potential in the consumer mind. At the same time, actively promote online marketing strategies, increase consumer access channels, and improve interactive communication mechanisms. The offline wisdom store has become a trend benchmark, becoming an important medium for spreading multi-cultural art cards, enhancing consumers' experience in stores and increasing loyalty to brands.
Looking back at this year's fashion retail market, the UK's veteran high-end department store Selfridges has collaborated online and offline to focus on enhancing and innovating new retail experiences. In the face of severe economic conditions, it can also have a record of 6% year-on-year sales growth of 1.85 billion pounds. As the backbone of the domestic trend brand, Mark Huafei realizes the ecological effect of online and offline linkage, integrating trend, interaction mechanism, brand promotion and marketing; increasing research and development according to consumer market demand, bringing brands closer to consumers The distance; integrate various channels of communication, and open up the key channels of contact with consumers, fully present the brand concept of “multi-art tide brandâ€; enrich marketing methods, focus on the tide brand market, and improve the quality of marketing content.
With its own competitive spirit and its own unique artistic DNA, Mark Huafei believes that after the brand's first letter of trust, I believe that in 2020, under the unremitting efforts of the brand, it will become the biggest wave of omnichannel. The card is just around the corner.
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