1.2.2 Marni‘s Timeline in the Chinese Market

Marni's timeline in the Chinese market

Marni Opened its first store on the Chinese mainland in Shanghai and has 15 stores in China so far.

2006

In January 2017, Marni opened a pop-up store in background SKP for nine days. The decoration is relatively simple, but it also tries to present the brand style completely. Marni began to invest more in China.

2017.1

In December 2017, a onemonth charity flash mob of Marni Christmas Carnival was held in Reel, Shanghai. Donations will be made to the Little Prince Foundation

2017.12

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.

2018.1

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

2018.11

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.

2018.11

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 secondtier cities. The main Marni basket on sale is a charity product launched by Marni in 2015.

2019.5

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

2019.6

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.

2019.12

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

2019

The collaborati on with Marni Miao is expected to be unveiled at Marni's exclusive event in Beijing in 2020.

2020

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