Mengbasha Opened 30 Franchised Stores And Increased Efforts To Penetrate Second And Third Tier Cities

Women's shopping platform under Elo Moonbasa The first exhibition recently Spring 2016 CHIC At the exhibition, Mombasa revealed that this year it will focus on diversified cooperation and plans to expand its multi brand collection stores to 10, and its several mature brands "Montiemo", "Suren" and underwear product lines are expected to land in 30 franchised stores.

Xue Ming, the marketing director of Mombasa, said that in addition to the key first tier cities, he hoped to open these stores in the second and third tier cities.

　　 How does the channel sink?

Mengbasha believes that fast fashion is suitable for a wider range of urban people, while the second and third cities, as the link connecting the first tier metropolises and the county economy, are an important part of the channel sinking.

Relying on the "Mora Cloud Sharing" sharing plan proposed by Mombasa this year, More than 1000 e-commerce platform shopping terminals "Mengbasha" will be laid in East China O2O Digital LCD screen of cooperation system ". It is reported that these LCD screens are both sales terminals and advertising platforms. Previously, Mengbasha had independently developed the omni channel cloud solution "Motocyan" for clothing. Through this solution, the brand channel can sink into large malls, small chain stores and designer customization stores, and achieve multi-channel cooperation.

In addition, Mombasa has now established a secondary mobile distribution system. The distributors do not bear the risk of hoarding goods and occupying funds, but mainly deliver goods from the head office.

It is understood that in July 2015, Mombasa Shanghai Nanjing West Road opened the first digital fast fashion flagship store, where users can taste coffee for free.

　　 Dual channels of platform and brand

At the beginning of its establishment in 2006, Mombasa has locked its position in women's underwear brand. It is reported that at that time, as a private brand, Mombasa's gross margin has reached more than 50%. At that time, Vancl had not yet been established.

In pursuit of the "profit margin" indicator, the founders She Xincheng and Li Shudong chose the brand model instead of the platform model for Mengbasha. But just over a year later, the market of single category of underwear has been unable to meet the demand of the crazy growth of e-commerce. In August 2008, Mombasa expanded its product line to women's wear, launched "Mombasa Women's Wear", and launched women's shoes six months later. During this period, Mengbasha received the first round of financing of 2 million dollars, with sales of only about 20 million dollars. In June 2010, Mengbasha received the second round of financing of 20 million dollars. The new round of financing led Li Shudong to determine the direction of Mengbasha and take the multi brand private brand route.

As a result, after this round of financing, Mombasa has launched a number of brands, including children's wear brand "Baoye", high-end women's wear brand "Ruotishi", and high-end men's wear brand "Montiemo". Then, Mombasa got the third round of financing of 60 million US dollars, and comprehensively expanded its brand, expanding its product line to shoes, bags, accessories, cosmetics, home textiles, swimwear, home clothes and other categories. In 2011, Mombasa launched the trendy brand ING2ING, officially expanding its product line to men's wear.

　　 Second and third tier cities become hot spots of competition

As a clothing B2C mall, Mombasa is also facing competition pressure from Tmall and brand stores with higher status in the clothing market in second tier and third tier cities.

In recent years, in addition to local brands, more international brands have proposed to accelerate the expansion in the second and third tier. It is reported that at the beginning of 2014, Zhou Chengjian, the chairman of Meibang, said that in the future, it will increase its penetration in second and third tier cities, and plans to open 30-50 O2O brand experience stores only in Chongqing, Sichuan, Xinjiang and other places.

At the same time, Karl Johan Persson, CEO of H&M, revealed that he would open 80-90 new stores in China, focusing on second and third tier cities, when he was interviewed by Bloomberg.

In addition, Decathlon began to focus on second tier and third tier cities after 2010, which was most obvious in 2013. Most of the 23 new stores were in second tier and third tier cities.