Malang: Selling $200 Foreign Trade High-end Women's Brand

Aritzia, Anna Sui, Red Valentino, BCBG... North American consumer market has a lot of women's brands that are known to fashion women. So, a women's brand from China that targets high-end and mainly sells on the e-commerce platform still has no chance of success? Xu Hao, the founder of the women's brand Malang, affirmed that as long as the “differentiated positioning” can be done, these five words can be done.

In the foreign trade e-commerce industry, compared to the average selling price of most Chinese women's sellers products only 20,30 US dollars, Malang's cheapest summer dress will not be less than 50 US dollars, the average winter clothing price is 200-500 US dollars. And Malang is also in the period of less than a year, the Chinese sellers currently listed in the Amazon Global Women's category.

Malang products sold worldwide on Amazon

Differentiating product positioning: insist on independent design

Xu Hao said that for differentiated positioning and adherence to branding, it is the key to Malang’s ultimate ability to open overseas markets.

Xu Wei's explanation of the brand positioning of Malang is as follows: “The English brand of Malang Brand is Maxchic, which means chic and exquisite. We hope that Malang will not create a piece of clothing but will bring a unique sense of beauty to customers. Our goal The customer's position is: 30 to 40-year-old successful lady, self-loving and loved, know how to wear high heels, bones are always feminine.

In order to meet the above-mentioned position, Malang insisted on independent design rather than imitating other brands. “When Malang went out of the country, we wanted to do Chinese design instead of Chinese production. So we have never put our standards on China.”

At the same time, Ma Rong also differentiated the e-commerce design team from the offline stores. The product retains the soul of the brand and the main line of the brand, and the design is extended and changed according to the characteristics of online shopping users.

Malang is led by fashion trends, autumn styles, and overall collocation concepts. It mainly adopts perspectives, lace stitching, and two-piece outfits. The product is mainly composed of dresses and jackets in spring and summer, and down jackets in autumn and winter. Coat-based.

Xu Hao introduced that she has a professional background in clothing. After graduating, she entered a large-scale enterprise and was appointed as a director of design. Her design team also has a long design experience and demands a unique understanding of the apparel industry and design.

"Because I am a designer, I pay more attention to the product. If the product is not good, then everything is free. The key to branding is to provide customers with products that are higher than his heart's expectations." Xu Wei said.