Musinsa said on Oct. 20 that the Musinsa Standard flagship store, which opened last month on Tmall, China's largest e-commerce platform, surpassed 5 billion won in transaction value from Sept. 19 to Oct. 3. During the same period, the online store's unique visitors (UV) reached 1.2 million.
The results are attributed to a locally tailored product strategy built on Chinese consumer demand already confirmed in Korea. Musinsa Standard has been spreading by word of mouth and is emerging as a key shopping stop among Chinese tourists in Korea. In fact, in the first half of this year, transaction value from Chinese tourists at five foreigner-focused stores in Seoul—Gangnam, Myeong-dong, Seongsu, Hannam, and Hongdae—increased 120% from a year earlier. Among them, people in their teens and 20s accounted for the largest share at 40%.
Building a local logistics and delivery system to improve delivery convenience and trust among Chinese customers is also cited as a key factor in sales performance. Musinsa delivers products within 48 hours of ordering locally in China, providing a fast and reliable shopping experience.
On Oct. 20, Musinsa officially opened the Musinsa flagship store and plans to build on the strong response to Musinsa Standard to sustain momentum for K-fashion's expansion in the Chinese market. About 20 Musinsa partner brands, including Kishun, NOIANG, LOEUVRE, OSOI, and FIND KAPOOR, have entered the store. The company plans to expand the lineup to about 50 brands within the year.
At the same time, Musinsa will strengthen communication with local customers by using live commerce with partner brands. As live commerce has become a main channel for online shopping in China, the company plans to run live broadcasts that introduce brand stories and products, leveraging content production capabilities accumulated in Korea. It will also collaborate with Chinese influencers, or "wanghong," to present a variety of live content.
A Musinsa official said, "Musinsa Standard has rapidly increased its recognition in major Chinese metropolitan areas such as Shanghai, Beijing, and Guangdong Province through the Tmall flagship store, successfully opening the door to its China entry," adding, "The newly opened Tmall Musinsa store is expected to serve as a bridge consolidating Korea's unique designer brands and the local younger generation."