36Kr learned that on September 29, the first flagship store in the country of sportswear brand MAIA ACTIVE officially unveiled in Shanghai Xintiandi Fashion II today. The first flagship store takes "Power Hub" as its core design concept. It starts from multiple dimensions such as product design, space creation, and service purchase experience. It hopes to provide better products and services for Asian women.
MAIA ACTIVE was founded in 2016 and vertically entered the Chinese women's sports market, focusing on "designer sportswear specially designed for Asian women". The founder is Ou Yirou , graduated from Parsons Design Institute , and has been a designer of the J.CREW and Door-ri teams. Co-founder and CEO Wang Jiayin, who worked in Victoria's Secret , later joined Xiaohongshu e-commerce department and participated in the establishment of two major categories with GMVs of over 100 million in home and fashion.
As of now, MAIA ACTIVE has completed 4 rounds of financing, and the latest round is a round of financing of nearly 100 million yuan. Several rounds of financing have attracted well-known investors such as Sequoia Capital , Chinese Culture , Huachuang Capital , and Belle International .
's first store is located in Xintiandi, a well-known business district in Shanghai. This is a leisure pedestrian street integrating catering, commerce, entertainment and culture based on the old building area of Shanghai Shikumen . As one of the gathering places for crowds in Shanghai, MAIA ACTIVE attracted many internet celebrities and social experts to take photos and check in on the day of its opening. The
store has two upper and lower floors, covering an area of nearly 300 square meters. The first floor of the flagship store is a "sports equipment Hub" covering an area of more than 100 square meters, displaying the full range of MAIA ACTIVE products. The second floor has a "personal custom Hub" launched by the brand for the first time, and consumers can DIY their own fitness equipment.
Customized space on the second floor, the picture is taken by reporters
In recent years, many new clothing brands that started online have been expanding to offline channels. Not only MAIA ACTIVE, but also banana, inside and outside, Ubras, bosie, etc. have all deployed offline, and separated the scene from the online market, paying more attention to experience and repurchase.
new brands gathered offline, which is conducive to the establishment of the brand mind and attracting more users in the circle; on the other hand, it also poses a challenge to update its operational capabilities. Taking internal and external as an example, the online and offline goods are completely different, and the pricing is completely different, and they are facing problems such as opening up inventory and store operations.
In fact, as a clothing brand, MAIA ACTIVE has always been well aware of the importance of offline channels. As early as 2019, MAIA ACTIVE began to lay out offline channels. Currently, it spans 10 cities across the country and covers 25 offline stores. MAIA ACTIVE originally planned to open 50 stores by the end of this year, but due to the repeated outbreak of the epidemic, this goal will inevitably be affected.
MAIA ACTIVE offline store collection, pictures are from the official
single-store model successfully developed into large-scale operation - stores achieved profitability within an average of 3 months, and the offline average is 1.5 times that of online channels (offline is more conducive to matching sales). The average square meter is nearly 8,000 yuan, which is nearly 5 times the industry average. Among them, stores such as Jing'an Kerry Center and Beijing Taikoo Li have exceeded one million mark for many consecutive months.
continues to break the circle with celebrity items such as fairy pants, cashmere-like fitness pants, instant front zipper Bra, high-strength small and stable Bra, etc. 36Kr learned that in 2022, MAIA ACTIVE has purchased more than 350,000 users, an increase of 84% year-on-year, and its members have exceeded 400,000.
It is worth mentioning that this year, the number of purchases purchased by brand repurchasers is 25% higher than that of new users, and the average customer price exceeds the industry by 4 times, an increase of more than 12% year-on-year. As of now, the year-on-year growth of more than 100% year-on-year. estimates that the sales of all channels will exceed 500 million this year, and fully realize profitability. In terms of offline store opening plan for
, 36Kr learned that according to CEO Wang Jiayin, the first flagship store will be the starting point of the new stage of MAIA ACTIVE. In the future, flagship stores will be opened in cities such as Beijing and Shenzhen, and at the same time, the layout of first- and second-tier cities will be continuously expanded.
