Since its establishment, Mason has boldly adopted the virtual business model and skillfully adopted the virtual production strategy of "borrowing chickens to lay eggs", and integrated more than 60 professional manufacturers with strong production capacity, strong technical force and excellent product quality in the Pearl River Delta and Yangtze River Delta, and built a rapid response supply chain system through the vertical integration of the clothing industry chain. At the same time, quality management has been strengthened, and passed ISO900 1 International Quality System Certification and ISO 1400 1 Environmental Management System Certification successively, so that the quality management of enterprises can be directly in line with international standards. Samma founded and developed the business philosophy of "the river is full of water", insisted that the terminal is the best brand communication channel, and launched a series of win-win market expansion policies, which greatly stimulated the investment enthusiasm of franchisees and expanded the sales market rapidly. So far, Mason has more than 5,000 sales outlets all over the country. The company has successively formed strategic partnerships with many domestic and foreign institutions, such as French PROMOSTYLE Company, Korean Color Association, German Eternal Power Logistics, Beijing UFIDA Software, Shanghai Ogilvy Advertising, Mercer Consulting, Shanghai Donghua University, Zhejiang Sci-Tech University and so on. , and set up a design research and development center and technology center, always committed to the perfect combination of internationalization and localization, fashion and fashion. In 2009, we cooperated with McKinsey, the world's top consulting firm, to set a strategic development goal for Mason in the next five years, and strive to make Mason and Barabara a real national brand and a world brand.
In terms of brand promotion, Mason fully introduces "360-degree brand management" to enhance Mason's brand influence from the aspects of products, word of mouth, customers, store channels, visual recognition and image. In 2003, Samma hired Nicholas Tse, a little king of Hong Kong, and Twins, a beautiful girl group in Hong Kong, to perform the brand leisure style of "wear whatever you want". In 2008, Mason officially performed a "different" brand style with-Super Junior-M*** * * (the most popular idol group in Show Lo, China and South Korea), which better spread Mason's brand proposition of advocating youthful vitality and highlighting the essence of youth. In 2009, Samma reorganized its brand positioning through deeper research on consumers and insight into young people's lifestyles. Advertising language has also been officially upgraded from "what I wear is what I see", which shows that self-expression is the values and attitude towards life of the younger generation. Barabara takes "different childhood" as the brand concept, "more styles, more choices" as the brand slogan, and adopts various forms such as store publicity, television, internet, outdoor advertising, newspapers and magazines, paying attention to campus sponsorship, model catwalk and public welfare activities, creating a fashionable, professional and safe brand image, meeting the needs of children's wear in various occasions and advocating "freedom"
In the construction of corporate culture, Mason advocates "happy work and happy life", puts forward the core values of "respecting morality and virtue, harmony and win-win", and emphasizes that enterprises should win-win with customers, partners, employees and society. Advocating to undertake "four responsibilities", namely, the development responsibility of enterprises, the value responsibility of customers, the growth responsibility of employees and the social responsibility of enterprises, has promoted the healthy development of enterprises.
In the future, Mason will continue to implement the multi-brand development strategy, with the aim of "building a famous fashion brand and creating a lasting career for Mason", with clothing as the core and * * * as the cornerstone, and constantly realize customers' dreams and strive to build a world-leading clothing brand and enterprise.