This year when I returned from Guangzhou to Changchun, I saw the MIEVIC brand in Wanda, Eurasia stores, and some shopping malls. The store stated that it starts at 5 yuan, and I have seen this brand in Shangxiajiu in Guangzhou before. There were too many customers and I didn't go there. After returning to Changchun, it was quite good to come across this brand. I think the store still has a one-stop export supply chain and franchise brand. What is the future of this type of store? How did it succeed? Why are there stores in large shopping malls? What is the difference between Mingchuang Youpin and Nome?

    Success is not accidental. Seeing MIEVIC in large shopping malls such as Wanda Mall and Eurasia Mall has actually proven the success of this brand to some extent. Actually, there are not only many stores in China, but as far as I know, there are also many stores of this brand in Russia, the United Kingdom, France, Australia, and many other countries. On their flyer, it was written about international fast fashion department stores, and in fact, it is truly international. Being able to open a store overseas is also a way to prove his success.

    But overseas and supermarkets are not convincing enough, and one can also learn from aspects such as operations, marketing, and supply chain.

1、 Product positioning and target audience

    The first time I entered MIEVIC's store, there was a large sign that said starting from 5 yuan. Upon entering the store, I displayed daily necessities, accessories such as sunglasses, toys, pots and pans. You can buy household and daily necessities here, with a simple design style. I heard that it adopts the Nordic design concept and the quality is also good. In terms of cost-effectiveness, MIEVIC and Mingchuangyou products are equally competitive, but the price of Mingchuangyou products starts at 10 yuan. From the perspective of usage, I don't think there is any difference between the two. This price and quality are very friendly to students, young people who have just started working, and the elderly generation of hardworking and frugal households. The concept of low price but not low quality is still very impressive. So MIEVIC has developed a loyal audience. There are MIEVIC stores in shopping malls of all sizes in Changchun. Even if there is nothing to buy, those who walk into the store with a wandering attitude rarely end up empty handed. Because the price is low and the design is good, it is easy to generate instant consumption behavior. From product to audience positioning, MIEVIC is still very precise.

2、 Supply Chain

    The supply chain is a manufacturer that provides retail goods and fast moving consumer goods, with low raw material and processing costs. For example, the laundry detergent on the market costs around ten to twenty yuan per bottle, but in fact, the goods are shipped by ton. The price difference between middlemen is the most valuable commodity. The reason why MIEVIC can achieve low prices is that it is the supply chain itself, with direct terminal supply and no intermediaries. Only by integrating research and development, design, production, and sales can we have the capital to promote low prices and high quality. Nowadays, many major brands adopt the OEM model, such as NetEase's strict selection. Although it does not mean that the quality will decrease, they do not have their own core technology, making it difficult to control costs. At this point, they will start building brand platforms, placing a large number of advertisements, and the ultimate buyer of advertising fees will still be consumers. This is the drawback of not having one's own supply chain. The one-stop output supply chain is the key weapon for MIEVIC to win.

    And due to some unforeseen circumstances, I visited MIEVIC's Yiwu warehouse on site and found that production, warehousing, and distribution were very standardized, which gave great confidence to those who wanted to join.

3、 Marketing

    Whether a brand can be known and marketed by the public is very important. This year, the spokesperson for Mingchuang Youpin is the very popular Wang Yibo, which has attracted a group of fans and also made Mingchuang Youpin popular again. Driving fan economy through celebrity traffic is a very common marketing method, but as far as I know, MIEVIC did not hire celebrity spokespersons. After all, not all brands have the opportunity to hire suitable popular celebrities. Due to the pandemic, live streaming has become popular, and MIEVIC seized this opportunity to start doing live streaming. This type of fast-moving consumer goods in daily life department stores is very popular in live streaming channels, such as laundry detergent that stains clothes on the spot and then cleans them. The performance is intuitive, and the audience naturally believes and purchases them when they see the immediate effect. The products priced at 5-30 yuan, combined with the influence of the anchor, have also brought MIEVIC a lot of fame and profits.

4、 Other

    For this fast-moving consumer goods industry, customer traffic is very important, so MIEVIC's stores are all located in places with high traffic such as commercial streets and shopping malls. This behavior is not only for making money, but also for making customers familiar.

    A business that wants to grow and last for a long time is inseparable from its long-term perspective. In the past two years, MIEVIC has continuously developed overseas business to show the world that it is made in China. Finally, I hope that every Chinese brand can become better and bigger.