Leader Online in Fashion Moonbasa (梦芭莎)

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Chinese people enjoy buying clothes online as we have studied before (see more about 8 tips about Chinese female consumer).

The convenience and mass varieties the Internet provides has made shopping easy and enjoyable for the busy modern day Chinese citizen. What’s more,  the competitive pricing compared to store front shops.

In this field, there are two websites dominating the market: Tabao and Moonbasa.  Between the two, Taobao is a comprehensive e-commerce giant while Moonbasa is more focused on women’s fashion.

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the poster of moonbasa

the poster of moonbasa

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How Moonbasa lead the online shopping world

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Moonbasa Company

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Moonbasa belong to the group “Mola Internet Technology Co .” founded in 2007, when the Internet was on the rise. In fact, this group is one of the biggest companies of B2C e-commerce in China. The website offers a wide range of fashion brands and products especially for girls, and one brand for men: “Monteamor”.

Moonbasa is a modern e-commerce website, selling online but above-average quality products. The target market of Moonbasa are the young trend following youngsters of the 90s generation. Their marketing strategy consists of a foreign brand image because in China the trendsetters are mostly dominated by western brands. For example,  « Monteamor » , a sub-brand of Moonbasa, is market much to looks like an Italian brand.

The website features a wide varieties of apparels. From clothes, lingerie, cosmetic products, to fashion accessories, swimming suits, pajama and the lists goes on. Their wide variety of inventory attracts many loyal female customers.

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Website design

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The homepage design clearly states the price and introduction highlighted.

Visitors can also easily find their sub-brands such as Moonbasa, Korirl, Ing2Ing, Suorang on the top.

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Moonbasa tries to create an occidental feeling surrounding the brand by associating the brand with a foreign feel, we have “Monteamor” but also « Rutisher » which sounds like a European brand. Their marketing strategy seems to do wonders.

In three months Moonbasa reached more than a ¥10 billion RMB turnover!

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Moonbasa’s Marketing tools

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What is the secret to Moonbasa’s success in generating more than 2 million visitors per day?

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Welcome to digital world!

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Moonbasa uses a totally digital-oriented strategy to target its consumers and most of their turnover is from its online shop.

Moonbasa positioned itself as a mid high-level brand for young upper middle class people from 20 to 30 years old. These groups of people are usually glued to the Internet the most compared to the other generations, and they have a strong buying power. They use Mobile equipment’s, PC to surf and search for information online and Moonbasa thus developed a online promotion strategy including Website promotion, mobile application, mobile payment and the latest marketing tools to reach their target.

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Communication channel

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  • SEO

One very important decision that Moonbasa made to boost their sales is SEO, which has greatly increased their performance in sales from 2009-2010. As shown in the following graph:

Moonbasa SEO result

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Their SEO work is so good that even on the result of many highly-competitive keywords, visitors can still easily find them.  For example, “胸罩”(bra), “女装”(woman clothing),”连衣裙”(dress)…

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  • Moonbasa advertising

Last year, many citizens were exposed to multimedia from Moonbasa from Internet, TV and subway.
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We can see that a lot of shoes entering in the living room of a woman who is trying to leave. The voice explains that if “women can’t find their pleasure on classical online website, they have to go to Moonbasa”. We can understand a little reference for Tabao website, also a leader on Internet but less specialized than Moonbasa. So the business model of Moonbasa is that it is a specialized website in fashion for girls.

Tabao is more open to other categories of products like technology and home products while Moonbasa is concentrated in fashion clothing.

In the video the girl is going to the Moon, as if Moonbasa offers you the sky full of unlimited choices.

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  • Display

Moonbasa decided to use a display campaign to target their consumers. We saw the latest one in Shanghai this week. The online websites often use this strategy by putting big displays with QR codes to access the website before taking the subway.

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  • Microblogging

Moonbasa uses Weibo like every young hip online brand. They use weibo to interact with the consumers and « fans » but also to introduce new products and brands. With Weibo, the brand answer to their consumer to give let them know they are listening to the consumers.

With 230 000 interactive followers the brand is famous for the consumers who comments, likes and share their product information.

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Successful mode of Business

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Moonbasa is now one of the leaders of e-commerce companies. In 2011, the company won the IDEA (Integrated Digital Excellence Awards) for its commercial and digital strategy.

A good luxury product image paired with a unique strategy to seduce young affluent consumers, Moonbasa understood the expectations of the Chinese market and cashed in big time.

Constant updates of website, products, new promotion is key to ensure e-commerce success in China

Welcome to the new digital world!

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 (Source:Moonbasa, Weibo Moonbasa, Fashion Bop, Company information)