Propelled by the surging expansion of its international business as well as ever-intensifying competition, Milanoo decided to head towards a significant strategic upgrade of its brand in 2013, a year of critical importance to the development of the company. The decision symbolizes that China’s leading international B2C clothing shopping mall is embarking on a journey heading toward a major strategic transformation.

The acute market awareness of Feng Wei, the CEO of Milanoo, tells us that the current brand equity of companies from any country in the world is more than a major component of the company’s assets. It also stands as a steadfast guarantee for itself, as a properly managed brand equals a higher price premium. In other words, competition amongst companies in the future is a competition of brands. Since 2012, Milanoo, under the leadership of Feng Wei and other senior directors of the company, has been laying the foundations for this brand upgrade and the strategic transformation: the department for quality control has been established to strengthen the quality of the products in addition to its previous quality control procedures; a design department was also included in the structure of the company in an attempt to intensify the development of original design as well as in custom-made products; the slogan of “We Deliver Smiles” was selected for our service representatives, and the standards of the service they provide to our customers are accordingly higher; the brand management department which takes independent responsibility for the operation of the brand was also established.

Presently, Milanoo Limited owns quite a number of product lines, including wedding dresses, evening gowns, men’s clothes, women’s clothes, cosplay costumes and Lolita. With the orientation to “dressing differently”, it offers unique, custom-made and vertical products and services embracing on distinctive features of style and compatibility to consumers from all over the world. “To Be Different” is in fact the mission of Milanoo. It has sold its products and services to over 180 countries and regions. Following the meeting on the company’s strategy, Milanoo will further categorize its vertical website based on different themes, thereby making it a professional website with clear market segmentation. It is hoped that such an effort could help to boost its brand value.

Mr. Feng Wei, the CEO of Milanoo, has expressed his resolution to play a leading role to promote the development of the brand, with the integration of internal and external resources in applying the branding strategy, in an attempt to elevate the brand image of Milanoo. In the face of ever-intensifying competition, we are confident of building stronger competitive advantages.