1.2 Introduction to Marni in Chinese Market •
1.2.3 A Summary of the Timeline
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After Marni held its first offline event in China in 2017, it has held offline events in China every year. From 2017 to 2019, Marni has held six offline events in China, five of which are pop-up stores, lasting about two
A summary of the timeline
weeks. •
Each offline event held by Marni is short in duration, usually lasting about 2 weeks. Marni's offline investment is small, but in the limited funds and venues to show Marni's style as far as possible: color, innocence, pure.
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Marni brand positioning is relatively low-key, online marketing is less, usually through offline activities to close the distance with consumers, easy to distinguish from other brands. Most consumers in China said that flash stores and brand exhibitions are their preferred offline activities of brands, because they can better meet consumers' demand for perfect "experience" (Wang, 2018). So it's a good idea for Marni to host pop-up stores in China on a regular basis.
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Marni's pop-up stores are usually held in first-tier cities, but starting in 2019, the marketing campaign is slowly sinking to second-tier cities.
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Until 2019, Marni‘s pop-up stores in China were held indoors, with little success, and Marni’s popularity in China rose further after the outdoor Marni pop up shop opened in Taikoo Li, Chengdu, in 2019.
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Sales took a further leap in 2019. After the start of Alibaba's Tmall 618 campaign in 2019, it only took one minute to exceed the total turnover of 618 in 2018. Accessories are the most popular type of products.
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The campaign usually includes elements of charity and cause-based marketing, which are easy to distinguish from other brands. Small items and ornaments with children's colors are usually sold at the event and the proceeds are donated to charity.
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