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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 core of success. "We started from scratch two years ago, and now we have over 800 different products, tens of thousands of members, and a large base of loyal customers. I think we've gained some recognition, and this is just the beginning. It's about gaining a clearer understanding of what our business truly stands for."
Earlier this year, Sun Hong, the general manager of MasaMaso, announced that the company plans to open its first physical store. In May, the offline store at Beijing World Trade Plaza officially opened, making it the first brick-and-mortar location in the industry. This move surprised many and sparked discussions about MasaMaso's future expansion into the offline market. During a recent discussion with classmates at China Europe International Business School, Sun Hong emphasized that the company will continue to focus on the internet, using MasaMaso as a key platform to offer an innovative lifestyle experience through its brand.
On August 11, the event “China Europe International Business School Xueyou Changtan – Entering Corporate Activities†made its first stop at MasaMaso. The choice of MasaMaso as the venue was due to the theme of innovation, which aligns well with the company’s unique model of combining traditional apparel with e-commerce. Additionally, Zhang Shuluo, the president of MasaMaso, and Sun Hong are alumni from the same class at CEIBS, and their entrepreneurial journey together has become a case study in business schools.
At the forum, Zhang Shuluo, Sun Hong, and Xueyou engaged in an insightful exchange. Zhang, who previously worked as a senior executive at Sina.com, shared his expertise in online marketing, data analysis, and consumer behavior. His insights on online clothing marketing strategies and consumer psychology were highly appreciated by the audience.
When asked about MasaMaso’s future strategy, Sun Hong reiterated that the company will remain focused on the internet. E-commerce offers significant advantages over traditional retail models, allowing MasaMaso to reach customers across the country and even internationally—something unimaginable in traditional business setups. By eliminating middlemen, the direct e-commerce model reduces costs, enabling consumers to purchase high-quality products at more competitive prices. While opening a physical store is not the main direction, Sun Hong sees it as a complementary space for customer interaction and experience.
MasaMaso has grown rapidly in just two years, and Sun Hong highlighted the importance of teamwork. "I believe MasaMaso managed to survive and thrive between 2008 and 2010 because of our team. We're a cross-border company, blending traditional industries with the internet. There aren’t many successful examples in this area, and the demand for skilled teams is high. We’ve done it, achieved results, and received recognition—all thanks to our team. From me to Shulu and other classmates, we each bring experience in fashion, online marketing, team management, and technical development. We learn from each other daily and have built the company together."