When you think of high-end women's clothing, what comes to mind?
Is it the luxury stores in the bustling shopping malls that you don't even notice to stop and admire, or those beautiful clothes that are noble and elegant in the bright windows?
In all the imaginary pictures, Marisfrolg, with its perennial standing in major shopping malls and shopping malls in first, second and third-tier cities, is the most eye-catching existence in China's high-end women's clothing.
As the saying goes, "If a street store is an incubator for a brand, a mall can be a testing ground for a brand." Therefore, it is not an exaggeration to regard Marsfield, who has been evergreen in the battle, as the best and most representative high-end women's clothing brand in China.
Illustration: Xin Zhilei, Gao Yuanyuan
In 2022, Marsfield and Zhiyi Technology will join hands to reach a cooperationIt has opened a new stage of injecting refined management potential energy into the group and brand from the operation side and the promotion side, supplemented by data, and continues to work hard and move forward to build first-line high-end women's clothing in Asia and even the world.
In the northwest corner of the intersection of Langjing Road and No. 1 Road, Longhua District, Shenzhen, there is a landmark building that combines avant-garde and magic, with a strange and cool shape, like an eagle with wings spread proudly standing on this 120,000 square meters of land, overlooking and examining the changing tide.
Pictured: Marsfield Building
The owner of this behemoth is the Marsfield Group. This bizarre effect was also created by the founder at the invitation of New Zealand's national treasure architect Architecture Van Brandenburg, which lasted more than ten years and cost billions of yuan since the foundation was laid in 2008.
Pictured: Marsfield Building
As soon as the first phase of the building was completed, it not only added a strong touch to the history of Chinese architecture, but also became a mecca for many videographers, architects, and fashion lovers, and became a top fashion release center in the future.
It can be said thatThe ultimate design sense of the Marsfield Building is exactly thatA profile of the Masfield brand's attitude towards design and creation。 When people marvel and praise the existence of this building, it is also a sense of awe for the same "design" of Marsfield women's clothing.
Marsfield's success is the result of their belief in what they are today：“Design is the only student of a clothing companyProductivity. designerThe thinking and ability determine the luck of the enterprise and determine the level of the brand。”“Reject mediocrity and do the best designIt is the spiritual bottom line that they strictly abide by from top to bottom.
Goethe said: "There is genius, strength, and magic in bravery。”
From ancient times to the present, the most important prerequisite for us to praise and admire the first person is bravery. The courage to take risks, the courage to try, the courage to be the first to eat crabs, is still worthy of admiration to this day.
Marsfield is the first person in the clothing industry.
Pictured: Fall/Winter 2022 series of short films
At the end of August 2022, Marsfrolg released the Marisfrolg 2022 autumn and winter series of micro-films "Light and Shadow Follow You, Be Her, Be Here" on the whole network, the first domestic fashion brand to release the season's new series in the form of micro-films combined with big shows, and the live broadcast realized "release in the season, watch and buy now".
In the previous epidemic turmoil, in addition to the rapid layout of Douyin channels, Marsfield was also the first batch of clothing brands in China to try virtual fashion shows, and created a digital virtual fashion show with the theme of "Garden of Everything" through CG computer animation technology.
Pictured: Some of M Face's co-artists
Earlier, Marsfield was even the first women's clothing brand in China to pay attention to "feminism", not only held a women's video exhibition with the theme of "She Power, Her Times" at Shenzhen Fashion Week in 2016, but also launched the "WOMEN-WO MEN" female power project, and invited Cui Sura to launch "Who Are You?" Image advertising、andZhou Xun, Jiang Wenli, Tan Zhuo, Gao Yuanyuanand other actresses collaborated with female group portrait recording project "M Face" and so on.
In the face of the increasingly large brand matrix and personnel composition, Marsfield has also generated multi-level brand strategy and operational needs.It is necessary to maintain the fashion of the brand and the high quality of the products, and capture the trend of the clothing market through strong data analysis and management capabilities.So as to get rid of the dependence on experience, so that the refined operation of the brand has become a new direction of competition。
Adhering to the consistent spiritual background of "rejecting mediocrity" and "daring to be the first", Marsfield began after reaching a cooperation with Zhiyi TechnologyThrough "Zhiyi" and "Shake Yi", it helps operators quickly understand and apply data in sales scenariosto truly unleash the value of data and drive business upgrades with data.
The granularity of industry insight is refined to the category attributes, and the dependence on experience is eliminated
Therefore, brands must gain insight into market developments from data, such as prioritizing market segments in hot and soaring categories on the sales side.
Based on the refined insight of industry category data, brands can plan in advance in all aspects of planning, operation, and marketing, so as to assist brands to grasp the new trends in the market and get rid of subjective experience dependence.
Consumer trend insight, precision marketing to achieve cost reduction and efficiency increase
Consumer preferences are constantly changing, and brands are always passively in a dynamic development. Especially for consumers of high-end women's clothing, with the expansion of their group and the improvement of their consumption power, it is worth the brand to further explore the deeper value demand.
This means that brands need to pay attention to consumers at all times, even in the face of a complex apparel marketThere is an urgent need to extract real voice from hundreds of millions of feedbacksIn order to better carve the corresponding content of the product, production and operation, so as to better cater to the target consumer group, such as touching the resonance point of consumers in the setting description and scene application of clothing, and how to attract their attention in various operational details.
Figure: A brand's Review Analysis page
For this reason, it is particularly necessary to analyze consumer reviews and keywords through third-party data.
Use"Zhiyi"target[Evaluation Analysis]page, users can not only easily check the proportion of positive and negative reviews of the store, but also refine the keywords of bad reviews with the assistance of intelligent algorithms, efficiently simplify the workflow of operators, provide a basis for the optimization of subsequent product marketing and promotion, and achieve cost reduction and efficiency increase.
data analysisVisualized presentation, quick to get started with zero threshold
Whether it is in any product such as "Zhiyi" or "Douyi", users can present it based on visual data, and they can quickly get started without going through complex tutorial training.
For example, in"Shake the Clothes"target【Shake Store Overview】page, the daily updated sales trend will be presented in the visual data line chart of the four dimensions of sales, sales, number of products on sale, and number of new products, so that users can clearly and intuitively see the interpretation of the chart, understand the characteristics of the data, find the trend of the data, and lower the threshold for understanding the data.
Figure: A brand on the [Store Analysis] page of Shake Clothes
| |||
| |||
| |||
|
