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Brand Manager Decrypts MasaMaso Apparel Innovation Marketing
MasaMaso (Masamaso) was founded two years ago, and Sun Hong has always believed that product quality is the key to success. "We started from scratch two years ago. Now, we have over 800 product varieties, tens of thousands of members, and a large base of loyal customers. I think we've gained some recognition from the market, and this is just the beginning. It's about gaining a clearer understanding of what our business really stands for."
Earlier this year, Sun Hong, the general manager of MasaMaso, announced plans to open an offline store. In May, the first physical store opened at the Beijing World Trade Plaza. As the industry’s first offline retail location, it created quite a buzz. Industry experts believe that MasaMaso is taking its first steps into the physical retail space. During a recent discussion with classmates at China Europe International Business School, Sun Hong emphasized that the company will continue to focus on the digital world. He said they aim to use MasaMaso as a core platform to offer customers an innovative lifestyle through their brand.
On August 11, the event "China Europe International Business School Xueyou Changtan – Entering Corporate Activities" kicked off at MasaMaso. The first stop was chosen because the theme of this year's event is innovation, and MasaMaso’s unique model—bridging traditional fashion and e-commerce—aligns perfectly with that theme. Additionally, Zhang Shuluo, the president of MasaMaso, and Sun Hong are classmates from the 2006 cohort. Their college friendship and joint entrepreneurial journey have become a case study in business schools.
At the forum, Zhang Shuluo, Sun Hong, and Xueyou engaged in a lively exchange. Zhang, who previously served as a senior executive at Sina.com, shared insights on online clothing marketing costs, consumer psychology, and marketing strategies. His practical advice received positive feedback from attendees.
When asked about MasaMaso’s future strategy, Sun Hong reiterated that the company will remain focused on the Internet. E-commerce offers advantages that traditional models can’t match. Although MasaMaso is currently based in Beijing, its customer base spans the country and even extends overseas—an achievement unimaginable for traditional retailers. The direct e-commerce model cuts out intermediaries, reducing costs and allowing consumers to buy at more competitive prices. While opening physical stores is not the main direction, Sun Hong sees them as places for customer interaction and experience, serving as a complementary part of the sales strategy.
MasaMaso has been growing steadily over the past two years. Sun Hong shared his thoughts: “I believe MasaMaso managed to survive from 2008 to 2010, and today’s achievements wouldn’t have been possible without our team. We’re a cross-border company, combining traditional industries with the Internet. There aren’t many successful examples in China’s e-commerce landscape, and the demand for experienced teams is high. We’ve made it happen, gained recognition, and built a strong foundation. Our team includes people with expertise in fashion, internet marketing, management, and technology. We learn from each other daily and have grown together.â€