1.2.1 Marni in Chinese Market

MARNI IN CHINESE MARKET

Marni opened its first store in Shanghai in 2006 and has 15 stores in China so far.

In January 2017, Marni opened a pop-up store in SKP, which lasted for 9 days. The decoration was relatively simple, but it also tried to present the brand style in a complete way, which felt like Marni started to increase its investment in the Chinese market.

In December 2017, a one-month charity flash mob of Marni Christmas Carnival was held in Reel, Shanghai. Donations will be made to the little prince society

On January 10, 2018, Marni opened an online flagship store on Alibaba's Tmall to test the waters of the Chinese market as Marni's only e-commerce platform in China. The opening of Marni Tmall's official flagship store continues the brand's retail plan in China for the past 12 years and further confirms the Chinese market as one of the key areas for brand development.

Marni capsule series pop-up store was launched at 10 Corso Como in Shanghai in November 2018.

In November 2018, a charity pop-up store was launched in Yongnian road, Shanghai, which lasted for six days. The store was very unobserved and located in a row of demolition houses.

In May 2019, Marni opened a pop-up store of Marni Market Cafe in Taikoo Li, Chengdu. The activity lasted nine days, and the marketing began to sink to second-tier cities. The main Marni basket on sale is a charity product launched by Marni in 2015.

On June 18, 2019, Marni surpassed last year‘s total turnover of 618 in just one minute after the Tmall 618 event started. Marni’s marketing in China has paid off.

In early December 2019, Marni stores in reel Shanghai, Hangzhou tower and Beijing international mall will sell the charity goods launched in 2019: very distinctive glassware. But it's not a pop-up, just a 2019 charity item in Marni's store. Donations

will be made to educational and recreational activities at the children's hospital.

As of 2019, accessories are the main business, with accessories sales accounting for more than 40 per cent of total turnover, mainly thanks to the popularity of handbags, which have grown by more than 50 per cent since 2016.

Marni Miao collaborative project was launched exclusively by Marni brand creative director Francesco Risso during Shanghai fashion week on oct 10, 2019. It is expected to be officially launched in 2020 at Marni's exclusive event in Beijing and will be available in selected boutiques in Marni China as well as selected global boutiques.