Vol.251 不想做小红书的“得物”开不了“韩国优衣库” feat. 现在进行时

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A deep dive into the complex business model of Korean fashion giant MUSINSA, tracing its evolution from a sneaker community to a platform integrating content, e-commerce, and brand incubation, alongside its strategic partnership with Anta to enter the Chinese market.

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From:商业就是这样

Published At:Yesterday

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Vol. 251: The "Poizon" That Doesn't Want to Be "Xiaohongshu" Can't Open a "Korean Uniqlo" feat. Present Tense

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Show Notes Content Overview Transcript Q&A Recap

一个被称为“韩国优衣库”的服装品牌MUSINSA STANDARD进入上海。在一个优衣库密度极高的市场，这个陌生品牌的进入为什么值得关注？

可能是因为，这个品牌的母公司MUSINSA集团，它的内涵远不止是一个基本款服装品牌。它的身上能看到许多品牌的影子：得物、BEAMS、I.T.、小红书、Instagram……它甚至还会做杂志、做孵化器、收购各类电商，而实体服装店只是它接触用户的一个触点。

可以说，这家公司让人看到了潮流品牌的可能性。这是MUSINSA最有趣的地方。 | 主播 |

肖文杰、约小亚 | 时间轴 | 04:24 中国已经有这么多优衣库了，为什么要关注“韩国版优衣库” 06:31 所谓的“优衣库属性”到底是什么 13:23 MUSINSA集团比“优衣库”这个标签要更丰富 18:23 从社区到内容到电商，进度很快【更正：此处应为“web1.0”】 23:27 MUSINSA像是设计师品牌的孵化器 32:27 韩国的多元玩法，能复制到海外吗 36:18 安踏又出现了 44:26 MUSINSA在中国有什么独特的机会和挑战？ 57:43 老编辑和新编辑——MUSINSA和BEAMS的异同 | 延伸资料 | 第一财经杂志 - MSUINSA：韩国“优衣库”杀进中国 Our Story | About MUSINSA detail digest - How MUSINSA Became a Driving Force Behind Korean Fashion Brands | 后期制作 |

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Vol. 251: The "Poizon" That Doesn't Want to Be "Xiaohongs...

Vol.251 不想做小红书的「得物」开不了「韩国优衣库」｜对话 MUSINSA 的商业逻辑