MUSINSA said on the 19th that it will open an official flagship store on Tmall, China's largest B2C (corporations-consumer transaction) e-commerce platform, and begin a full-fledged push into the local market.
This entry is the first business outcome of MUSINSA China (Musinsa Shanghai Trading Co., Ltd.), a joint venture established by MUSINSA and China's ANTA Group. MUSINSA China plans to sequentially roll out online and offline channels in the local market centered on MUSINSA Store and its own brand "MUSINSA Standard."
First, on the 19th, the "MUSINSA Standard" Tmall flagship store will open. Initially, it will sell about 280 items popular among Korea's MZ generation, and expand to more than 400 items by the end of the year. The strategy is to target young Chinese consumers with basic casual wear that emphasizes reasonable prices and quality.
Next, in mid-October, the MUSINSA Store flagship store will also officially open on Tmall. Through this, about 20 partner brands will secure a sales channel directly connecting with China's MZ generation, and the number of brands joining by year-end is expected to increase to around 50. MUSINSA plans to selectively introduce popular Korean brand products tailored to local customers and maximize marketing effectiveness through live commerce.
It also strengthened logistics competitiveness. It established a local delivery system to ensure products can be safely received within 48 hours after ordering, while minimizing concerns about loss or counterfeits to increase reliability.
A MUSINSA China official said, "Based on MUSINSA's extensive experience accumulated in the fashion industry and its localization strategy, we will accelerate the global expansion of K-fashion."