Branding / Advertising

PinkMoire

Research Methodology

Reading list
Watching list
Interview
Questionaire

Background / Inspiration

Martha documentary poster used as a PinkMoire inspiration reference

Martha Stewart: An American Icon — Rating: 8.2

“She developed recipes using a prison microwave behind bars and posed for sensual editorial photos at age 80.”

What an extraordinary legend, what an unstoppable force of will! She possesses an unshakable inner strength capable of prevailing over anything. No matter where she finds herself, she has the power to rebuild order from scratch.

Martha Stewart, the undisputed queen of American lifestyle media. While incarcerated, she created microwave recipes for fellow inmates. At 80 years old, she became the oldest cover model ever featured in a sensual photoshoot.

The Room Next Door poster used as a PinkMoire inspiration reference

The Room Next Door | Landmark Dual-Lead Masterpiece

"We once shared the same lipstick, yet ended up becoming each other’s unwritten will."

Starring double Oscar winners Julianne Moore and Tilda Swinton, this riveting drama depicts the decades-long love-hate entanglement between a war correspondent and a novelist that spans half a century.

Mountain Queen documentary and mountain scenes, an inspiration reference

Golden Age of Middle Women poster used as an inspiration reference

They break free from the aesthetic cage of "girlishness", slip off their high heels in a laid-back ease, and shatter age shackles with life experience and self-worth. Song Jia once said, "My best days are still ahead of me." Her words shine a light through the creases of middle-aged women’s lives: desires buried by time, personal needs diluted by responsibilities, and identities blurred by social norms all begin to surface, allowing them to meet their true selves with unreserved honesty.

Fashion reference showing a woman seated in a clothing installation

There’s Still Tomorrow article and poster used as an inspiration reference

Pink and black Barbie graphic used as an inspiration reference — 《Barbie》

Inspiration references

PinkMoire

Brand Visual Culture Construction Communication Plan

The shape of the bow ribbon is chosen as the image symbol for the logo design, which is recognizable

Application of Visual Symbols

Bows and Female Empowerment

Cultural Connotation of Art Projects

Brochures, Posters, Videos and Interviews

Consumer Interaction

Spiritual Resonance and Visual Symbol Iteration (Products, Spaces and Packaging)

Mechanism of Visual Culture

In the visual-oriented new media communication environment, visual culture serves as the core carrier for brands to build identity, convey values and connect with users. Centering on the pinkmoire brand, this plan constructs a systematic and differentiated brand visual culture system from four modules: visual symbol shaping, artistic cultural content construction, user visual interaction system and social media communication. It aims to break the stereotyped impression of weak and cloying pink-themed brands, shape a new feminine brand tone of “gentle and independent”, realize brand identity solidification, user mind binding and social traffic breakthrough, and enhance the core competitiveness of the brand.

Visual Differentiation:
Build unique brand recognition with exclusive visual symbols to distinguish from homogeneous beauty and fashion brands;
Cultural Value:
Precipitate brand connotation through artistic visual content and convey the power of contemporary women;
User Empathy:
Realize users’ spiritual resonance and identity recognition through full-scenario visual iteration and penetration;
Communication Breakthrough:
Create topic traffic and realize large-scale brand communication relying on the visual communication advantages of social platforms

PinkMoire

Concept & Logo

Pink Moire blends the word "Pink" with the French term Mémoire, meaning memory.

It is like a book of growth, written by women for the color pink, and for themselves.

Our brand inspiration stems from this reflection: Every girl goes through two stages of growth related to pink.

The first stage is rejecting pink.

When young, we long to break free from rigid social stereotypes that claim "girls must love pink". We deliberately shun and distance ourselves from this hue, striving to prove our individuality and that we are far more than a single label.

The second stage is embracing pink wholeheartedly.

As time passes, we grow calm and self-aware, no longer chained by others’ judgments. We love pink not because we are women, but out of genuine fondness — we dare to admit our affection openly and express our preference without restraint.

Born from this precious memory of growth, Pink Moire is a fashion lifestyle brand created for all women who retain an everlasting girlish heart within. Centered on the core spirit of "Pink Power", we break narrow stereotypes about pink and convey women’s journey of transformation: from timidly conforming to others’ expectations to boldly living in harmony with our true selves.

Pink Moire’s products are not limited to pink-toned pieces alone. We feature a diverse palette and unique niche hues to suit women at every life stage, fulfilling our brand philosophy: ‘Any woman with a girlish spirit at heart belongs to Pink Moire’.

Here, pink is not a marker of age, but a symbol of women’s dual strength — gentle yet resolute. We honor the younger versions of ourselves who once turned away from pink, and embrace the present us who freely lean into tenderness and passion. May every woman with an inner girl break free from restrictive labels, stay true to her heart, confidently embrace her own preferences, grow gently, and bravely be unapologetically herself.

PinkMoire

Analysis for competitive products

Competitive research

Miu Miu

Miu Miu research reference with a pink bow hat

Marie Claire four-panel editorial collage used in Miu Miu research

Miu Miu four-panel campaign collage used as a research reference

【Brand Essence】

Always New. Always Miu.’

This positioning modernizes and refines Miu Miu’s signature vintage preppy aesthetic, shifting its core image from "naive schoolgirl" to "romantic young urban aristocrat". It stands for a lifestyle that holds tender girlish romance, embraces delicate vintage luxury, and retains a subtle rebellious individuality amid sophisticated city life.

Core advantage:

Brand heritage advantage:
As a sub-brand of Prada, Miu Miu gains access to top global fashion resources, mature retail channels and inherent high credibility that independent fashion labels cannot easily match.
Cultural value advantage:
reconstructs the definition of girlish femininity via deconstructive aesthetics and multi-dimensional runway narratives, forming an irreplaceable ideological brand resonance with female consumers.
Celebrity & discourse advantage:
Long-term partnerships with worldwide celebrities, runway supermodels and top fashion media grant Miu Miu continuous high-level red carpet editorial exposure, firmly securing its position as the iconic youthful vintage luxury brand in the fashion industry.

Potential shortcomings:

Price barrier shortcoming:
Miu Miu’s full luxury positioning brings extremely high price thresholds, locking out mass consumers and limiting its consumers only to high-income elite groups.
Scene limitation shortcoming:
Its design leans heavily toward vintage party and high social occasion wear, lacking lightweight, functional pieces suitable for daily commuting, yoga and casual outdoor scenarios.
Age stereotype shortcoming:
The fixed retro sweet-girl styling easily forms rigid age stereotypes, making it hard to attract middle-aged women who prefer low-key, minimalist aesthetic tastes.

PinkMoire

Competitive research

self-portrait

【Brand Essence】

‘Romantic Soft Femininist’

This positioning reinterprets traditional romantic lace aesthetics and evolves the brand’s single "party dress" image into a versatile, tender female lifestyle label. It represents women who embrace soft, delicate charm without sacrificing inner independence, expressing subtle self-confidence through intricate romantic detailing in all daily and occasion scenarios.

self-portrait multi-scene fashion collage used as a competitor research reference

self-portrait pink lace dress used as a competitor research reference

Core advantage:

Signature lace differentiation advantage:
Lace and hollow embroidery are the brand’s exclusive recognizable design language, forming an irreplaceable romantic visual symbol that quickly distinguishes it from other womenswear brands.
Scene balance advantage:
It perfectly blends romantic party aesthetics with daily wear practicality, creating lace outfits suitable for dating, commuting, weddings and banquets to cover multi-scene consumer demands.
Accessible luxury price advantage:
Compared with high-luxury romantic brands like Miu Miu, it maintains mid-range accessible pricing while retaining couture-style delicate craftsmanship, attracting broader young consumers.
Social media communication advantage:
Lace dresses have outstanding photo-friendly attributes, generating natural viral sharing on Instagram and Xiaohongshu

self-portrait black and white fashion collage used as a competitor research reference

Potential shortcomings:

Design homogenization risk:
Over-reliance on lace, hollow-out and ruffle elements leads to repetitive visual styles across collections, easily causing consumer aesthetic fatigue.
Material practicality defect:
Delicate lace fabrics are prone to snagging, deformation and fading, requiring complicated maintenance and not ideal for long-duration daily wear.
Style scene limitation:
The overly romantic soft aesthetic is hard to satisfy customers who prefer minimalist, neutral, sporty or sharp commuter styling.
Single profit structure:
Dresses occupy an overwhelmingly large proportion of product lines, while outerwear, athleisure and daily trousers are underdeveloped, lacking diversified revenue drivers.

self-portrait group editorial image used as a competitor research reference

PinkMoire

Competitive research

Position Map

Scroll horizontally to view the full map.

High Price

Low Price

Classic

Fashion

PinkMoire

Positioning tag

Pink Power Aesthetics:
Taking pink as the carrier, it conveys women’s inner growth strength that balances soft tenderness and unyielding resolve.
Self-admiration Is a Style Statement:
Elevate the life attitude of accepting and pleasing oneself into a styling philosophy, echoing the brand’s core of rejecting blind conformity and upgrading aesthetic taste.
The Poised Code of Girlish Spirit:
Highlights the relaxed, composed dressing experience tailored for women of all ages who hold an everlasting girlish heart.
Emotion-resonant Fashion:
Defines the brand’s differentiated positioning centered on emotional value, accompanying women’s growth through clothing and aesthetics.
Wardrobe Philosophy of Growth & Transformation:
Refines the core brand narrative of witnessing women’s shift from timidity to fearlessness, delivering a styling concept with both aesthetic appeal and spiritual resonance.

Pink knitwear countryside group used as a PinkMoire positioning reference

Pink floral dress and bouquet used as a PinkMoire positioning reference

Pink corset and dotted skirt used as a PinkMoire positioning reference

Three pink outfits used as a PinkMoire positioning reference

Pink winterwear group used as a PinkMoire positioning reference

BASIC customer profile

Hobbies：Travel, socializing, SNS photos, daily make up、exercise

Daily interests:Interactive social community

Customer behavior

Preference："Refinement", romantic, energetic

Value：Although it values uniqueness, it is also adept at calculating the cost of clothing

Customer research

NAME:KELLY

Basic Customer Profile

AGE:17

LOCATION: HONGKONG

JOB: High-school Student

20k followers Tiktok influencer

SALARY:unknown

Customer Behavior

INTENTION: For work requirements and daily travel&life

PREFERENCE：Flattering cut

FREQUENCY：About ten times a month

PRICE：$50

PURCHASING CHANNEL：Online&Physical Store

Physical store shopping reference for the KELLY customer research persona — Physical store shopping

Record life style reference for the KELLY customer research persona — Record life style

Viewing natural scene reference for the KELLY customer research persona — Viewing natural scene

Friends Hang-out reference for the KELLY customer research persona — Friends Hang-out

Travel reference for the KELLY customer research persona — Travel

Brand followers

Customer research

NAME:Abby

Basic Customer Profile

AGE:20

LOCATION: NEWYORK, USA

JOB: University Student

Customer Behavior

INTENTION: For school life

PREFERENCE：Comfortability

FREQUENCY：About five times a month

PRICE：$30-$200

PURCHASING CHANNEL：Physical Shop

Friends Hang-out reference for the Abby customer research persona — Friends Hang-out

Sports reference for the Abby customer research persona — Sports

Camping reference for the Abby customer research persona — Camping

Skiing reference for the Abby customer research persona — Skiing

Customer research

NAME:BAE

Basic Customer Profile

AGE:22

LOCATION: SEOUL, South Korea

JOB: Idol

SALARY: About 10.5M

Customer Behavior

INTENTION: For daily life

PREFERENCE：Comfortability

FREQUENCY：About fifteen times a month

PRICE：$100-$1000

PURCHASING CHANNEL：Online

Travel reference for the BAE customer research persona — Travel

Daily comfortability reference for the BAE customer research persona — Daily comfortability

City walk reference for the BAE customer research persona — City walk

Blogger reference for the BAE customer research persona — Blogger

Customer research

NAME:ANN

Basic Customer Profile

AGE:52

LOCATION: Chinese

JOB: Editor

SALARY: About 15.5M

Customer Behavior

INTENTION: live for what love

PREFERENCE：Comfidence

FREQUENCY：Depends on mind

PRICE：$10-$2000

PURCHASING CHANNEL：Offline Online

Travel & Photoshoot reference for the ANN customer research persona — Travel & Photoshoot

Daily Social reference for the ANN customer research persona — Daily Social

Jewellery reference for the ANN customer research persona — Jewellery

Exhibition reference for the ANN customer research persona — Exhibition

Daily Care & Health reference for the ANN customer research persona — Daily Care & Health

Herb bloom reference for the ANN customer research persona — Herb bloom

Fabric Selection & Color Philosophy

Pink outfit used as a fabric and color research reference

White blouse used as a fabric research reference

Neutral fabric texture used as a material research reference

Fabric Selection

Pure Linen: Distinct textured surface with excellent air permeability

Natural Silk: Silky smooth touch and soft luster, improving daily wear practicality

Cotton-Linen Interwoven Blends: Balanced softness and slight structure from interlaced textures

Black outfit used as a color research reference

Floral and pink outfits used as color research references

Muted pink top used as a color research reference

Color Philosophy

We avoid highly saturated, glaring bubblegum pink. Soft white and grey undertones are used to tone down overly vivid hues.

Pale nude pink caters to younger consumers pursuing fresh girlish aesthetics, while dusty grey-pink resonates with gentle, mature women who embrace self-acceptance.

Black and white serve as versatile neutral tones to balance our pink-dominated palette.

Pink is our core brand signature color. We believe all women with an everlasting girlish heart can wear pink freely, whether for casual daily outings or semi-formal occasions.

Source of income

Pink cardigan and everyday outfit research reference

Bow pendant jewellery research reference

Collection Launch Schedule

Section 1 (Early March – Mid April):

35% of annual assortment

Categories: Long-sleeve blouses, trousers, jewelry, selected footwear and basic layering pieces

Objective: Cater to early spring market demand, establish the store’s initial brand image, and test market feedback.

Section 2 (Early June):

5% of annual assortment

Operating POP-UP Stores, introducing parts of the summer collection related to the main theme.

Section 3 (Mid June – Mid August):

45% of annual assortment

Categories: Short-sleeve tops, shorts, mini skirts and dresses

Objective: Meet strong summer consumption demand and underpin peak sales volume.

Section 4 (December):

15% of annual assortment

Categories: Restocks and curated limited selections. Fast replenishment of best-selling styles based on sales data from the first two waves; launch exclusive winter, Christmas and New Year special apparel and accessories.

Objective: Capture year-end holiday consumption momentum and optimize inventory structure.

Artistic visual content matrix

PinkMoire ribbon mark on a softly folded fabric poster

Portrait collage with a hand mirror research reference

Pale blue glass and light research reference

Silhouette and translucent fabric research reference

Softly blurred figure facing away research reference

Portrait viewed through a cutout research reference

Fabric texture with a raised ribbon research reference

Softly blurred portrait in white research reference

Portrait beneath translucent fabric research reference

Pink shoe and warm shadow research reference

To solve the problem of “empty appearance without connotation” in brand vision, this plan builds a three-dimensional artistic visual content matrix including static, dynamic and humanistic content to continuously precipitate brand cultural value. Static content mainly includes minimalist brand brochures and art-themed posters, focusing on core themes such as female self-acceptance and undefined beauty, weakening commercial attributes and strengthening artistic texture. Dynamic content creates a series of themed art short films to show the growth and independence of contemporary women through immersive lens language and convey the brand core. Humanistic content launches female-themed interview columns, combining character portraits, interview footage and themed posters, linking independent women from different circles and endowing visual culture with temperature and depth through real stories.

Product Lookbook

White top and black trousers lookbook concept

Black evening outfit with a pink drape lookbook concept

Pink trouser outfit alternate view concept

Channels: Online

Four PinkMoire spring collection promotion poster concepts

Promotion ways

PinkMoire portrait promotion concept in a phone frame

PinkMoire fashion promotion concept in a phone frame

White and black dress promotion concept in a phone frame

Black evening outfit promotion concept in a phone frame

Relying on mainstream social platforms such as RedNote, Instagram, Facebook, and TikTok, a topical and fission communication system is built with differentiated visual content as the core. First, leverage the check-in attribute of the brand’s exclusive pink aesthetics and bow visual symbols to output high-value visual materials, stimulate users’ spontaneous UGC sharing and recommendation, and realize free fission communication. Second, launch positive social topics such as #GentlenessIsAlsoPower# and #UndefinedPinkAesthetics# based on art posters, themed videos and female interviews, combine with female social issues, break the traffic limitation of the fashion circle and trigger public emotional resonance. Third, unify the visual style of all platforms, form a standardized brand communication matrix, continuously strengthen brand cognition, stably attract traffic, accumulate users and shape brand reputation.

Channels: Online+Offline

PinkMoire RedNote channel concept shown on a phone — RedNote Channel

PinkMoire pink ribbon campaign poster — Poster

PinkMoire necklace campaign poster — Poster

Official store interior concept with pink clothing — Official store

Pop-up store interior concept with flowers and chandelier — Pop-up store

Channels: Offline store planning

PinkMoire storefront concept on a pink stone facade

PinkMoire storefront concept with a wide entrance

Store Location Options

Plan A: High foot-traffic areas

Features: Surrounded by boutique cafes, office buildings, schools and residential compounds.

Plan B: Secondary streets in core business districts / in-store boutique inside shopping malls

Features: Built-in steady passenger flow with relatively manageable rent.

Plan C: Creative industrial parks & art districts

Features: Distinct cultural vibe and strong photo-check-in appeal.

SWOT

S

Unique product selection
high customer loyalty
fast market response distinctive pink aesthetic
all-age female positioning

W

High procurement cost
high inventory risk
low brand exposure
single profit product line
high-maintenance delicate fabrics

O

Rising women’s self-pleasing consumption
domestic designer trend boom
traffic from content platforms
untapped soft aesthetic market

T

fierce industry competition
fast-changing fashion trends
low-cost similar competitors

PinkMoire storefront concept used alongside the SWOT study

PEST

P

Domestic fashion industry support policies
sustainable textile supervision
import & export tariff adjustments
intellectual property protection for original design
labor production compliance standards

E

Cautious consumer spending
rising raw material & labor costs
expanding middle-class female group
growing demand for mid-premium aesthetic wear

S

Rising women self-pleasing consumption
ageless soft feminine aesthetic trend
domestic designer brand preference
social media photo-driven fashion demand

T

Short-cycle flexible supply chain
AI design & fabric simulation
RedNote/TikTok content operation
offline digital store display
private domain customer management system

Pink fashion scene reference used alongside the PEST study

SOP system

PinkMoire ribbon installation and promotion display concept

Pre-purchase (Store Entry & Consultation)

Core principle: Low-pressure, gentle, proactive service

3-second greeting: Warm welcome, no forced following or pressing inquiry, offer free browsing space
Light demand inquiry: Briefly confirm dressing scenarios, color preference, style and budget with no repetitive questioning
Pre-matching preparation: Prepare complete sets of matched outfits and accessories, keep clothes neat and wrinkle-free

In-purchase (Fitting & Transaction)

Core principle: Professional matching, respect for aesthetics, zero forced sales

Standard fitting service: One-on-one exclusive guide, independent fitting room; max 3 outfits per trial; prepare disposable toiletries and decorative displays
Professional explanation: Focus on version advantages, fabric texture, figure modification and applicable scenarios; no body belittlement or exaggerated publicity
Transaction communication: Provide objective styling suggestions for hesitant customers; no rush sales; efficient checkout and packaging

Post-purchase (After-sales & Retention)

Core principle: Reliable after-sales service, emotional precipitation, repurchase stimulation

Departure service: Exquisite branded packaging; deliver fabric care cards, after-sales instructions and brand greeting cards
After-sales notification: Clearly state 7-day return policy, fabric maintenance taboos, new product update rules and member rights
Complaint handling: Supervisor responds within 10 minutes, prioritize customer experience, file problems for subsequent optimization

Customer Relations

Membership card-level welfare policy

Membership Tier	Points Earning	Birthday Exclusive	Summer Collection discount
Bronze	1x	100rmb coupon	RMB 50 off orders over RMB 1,000
Silver	1.5x	Delicate seasonal-theme gift box	RMB 100 off orders over RMB 1,500
Golden	2x	Annual brand photoshoot voucher for personal styling portraits	RMB 200 off orders over RMB 2,000

VIP Member Cards

PinkMoire VIP member card concept with bow emblem

PinkMoire floral gift box and ribbon packaging concept

Cost hierarchy

Cost hierarchy	Typical categories	Purchase price (RMB price)	Cost analysis and explanation
Premium Tier	Silk Dress, Custom-made dress	500+rmb	Top-quality fabric, and the order quantity is small. It is the image representative of the store.
Mid Tier	yoga clothes, gym suits, winter clothes(sweater)	200-400rmb	Balanced design and practicality, with excellent fabric.
Basic Tier	Basic t-shirts, jeans, skirts, shorts	100-200rmb	Emphasizing the style and texture, used for matching, drive customer flow and has a large sales volume.
Accessory	necklace, bracelet, hair clips	50-80rmb	High gross profit margin and low trial-and-error cost.

Channels: physical room&cultural ideas

PinkMoire branded building with hydrangeas, a proposed space concept

Three women in an ornate room, space and event reference

Three-panel interview reference montage with PinkMoire Special Event: Interview lettering

Two women recording a podcast in a studio, event reference

【Curated business and events】

Bloom with Hydrangeas — Pink Resilient Power

Silver-haired woman with cherry earrings, interview portrait reference

Woman with a hair bun, interview portrait reference

Woman in a black blazer, interview portrait reference

Silver-haired woman against a yellow background, interview portrait reference

As an essential part of Pink Moire’s brand promotion system, we are launching an exclusive thematic podcast program centered on female growth and empowerment. We will regularly invite outstanding and influential women from all walks of life to join our in-depth interviews, openly sharing their authentic personal growth experiences and real entrepreneurial journeys. Every episode focuses on the obstacles they overcame, the valuable lessons they accumulated, and the inner strength they cultivated amid uncertainties and challenges.

Different from conventional knowledge-sharing programs, our podcast aims to build a warm, powerful and cohesive spiritual community for female audiences. By presenting real stories and sincere dialogues, we deliver practical experience and positive spiritual guidance, gathering gentle yet firm collective power for every female follower. This concept perfectly echoes the core values of Pink Morie, which has always been committed to accompanying and empowering every woman to grow independently and confidently.

Furthermore, the profound viewpoints and inspiring golden quotes extracted from the interview episodes possess outstanding communication and dissemination value. These touching and insightful contents can realize continuous brand spread, resonate deeply with the target audience, enrich the brand’s emotional connotation, and gradually build a unique, temperature-filled brand IP for Pink Morry in the female growth field.

Shantao Buy24

Interview scene from the Shantao research materials

Research presentation scene about Shantao

Buy42 charity shop storefront shown in the Shantao research

Donated household goods displayed inside a Shantao charity shop

Shantao is a Chinese social project focused on responsible business and public welfare. It runs physical charity shops to collect second-hand donations from the public. After sorting, cleaning and repairing, these items are resold in stores. Most of the proceeds go to support people with disabilities, providing them with jobs, vocational training and chances to join in social life.

The project lead explained Shantao is far more than a second-hand goods recycling shop. Its core mission is to end social isolation for disabled people, helping them gain steady income, social identity and a sense of self-worth. The team faces practical challenges: inconsistent quality of donated goods, high store operating costs, and limited public acceptance of disabled employees. The project is supported by volunteers, corporate donations and shop sales. It also keeps promoting circular consumption and inclusive values to the public.

Store & Volunteer Research

Portrait reference in a Shantao shop with an apron and community wall

Portrait reference at a Shantao shop counter with a charity apron

Interview still included in the Shantao store research

Shantao Tangqiao Store has 3 employees, with a 2:1 ratio of disabled to able-bodied staff. Disabled colleagues receive onboarding and annual training and work in pairs. The online shop runs independently, while the store hosts quarterly livestreams. Stores in Shanghai, Chengdu and Shenzhen share the Pujiang Town warehouse. Monthly sales reach 17,000–18,000 RMB. Focused on inclusive employment, it serves local seniors and families. It promotes itself via charity events, livestreams and Xiaohongshu campaigns, and plans to attract more young participants.

1. Large mobility of volunteer team: Volunteers play an important role in the Shantao organization, but the volunteer team faces problems such as large mobility and lack of professional ability. This restricts the role of volunteers in the embedding of charity supermarket communities, and also increases the difficulty of Shantao's operation.

Strengthen the construction of volunteer team: improve the professional ability and stability of volunteers through training and incentive, and give full play to their role in the community of charity supermarket.

Donation & Operations

1. Item donation and recycling: Donations of idle or inventory items from individuals and enterprises are accepted. Cleaning, product shooting, image production and other processing of donated goods for sale in online or offline stores.
2. Online and Offline sales: Open a charity shop online to sell processed donated goods. Open offline stores in Shanghai and other places to provide the public with an intuitive shopping experience.
3. Public fund support: Part of the sales proceeds will be used to cover the operating expenses of Shantao Disabled Partner Work Center. The remaining funds are directly transferred to public welfare projects designated by consumers as public welfare financing.
4. Public welfare Project support: Shantao supports a number of public welfare projects through its operation model, including disabled employment, environmental protection and low-carbon, community building, public welfare education and sustainable rural revitalization.

Buy42 charity store exterior from the Shantao research materials

SWOT

S

1. Strong sense of social mission: Buy42 is committed to charity and has a strong sense of social mission, which helps attract more users who pay attention to public welfare.

2. Unique profit model: Through the donation of goods to raise funds for the disabled and other groups to provide jobs, this unique profit model makes Buy42 has a certain differentiation advantage in the market.

W

Relatively small buying crowd: As the first online charity store in China, Shantao's concept is relatively new, and the current buying crowd is relatively small, which is not enough to fully absorb the rapidly growing donation volume. This led to sales fundraising figures failed to meet expectations, which brought greater sales pressure to Shantao.

Strengthen brand building and promotion: improve the brand awareness and social recognition of Shantao through multi-channel and multi-form publicity means to attract more buyers and donors. Increase publicity by asking celebrities

O

competitors are taking over a greater market share

In the field of second-hand e-commerce, there is a coexistence pattern of two mainstream models, C2C and C2B2C, and the comprehensive platform Xianyu and Zhuanzhuan have occupied a major market share of second-hand e-commerce at 90.9% due to their convenience, economical efficiency and also the special social characteristics.

Chinese second-hand market is growing steadily, and is expected to continue to grow in the following years.

T

Buy42.com is the first online Fair Trade company in China, promotes sustainable living and resells goods collected from individuals and businesses online with a proportion of the revenue being used to fund charity projects. Buy42 works with donations from big companies and personal possessions. From 2018, Buy42 has amassed 179,000 items in total. Its 15 company supplies include tycoons such as Alibaba, Ping Duo Duo and JD

VALUE

front office

closest to the consumers, best understanding of consumers’ needs and behavior, enhancing customer value ordering, wait time,

middle office

shared platform providing professional capabilities for front office business operations and innovation

procurement management

back office

basic infrastructure construction, service support and risk control

(human resource

Analysis of competitors

Competitor Type	Description	What Buy42 Needs to Compete On	Suggested Strategy
Traditional charities	These organizations typically have a long history，and broad social reach, able to attract a large number of donors and volunteers	Public trust and support, as well as the ability to raise funds and resources	Build credibility and transparent social impact; strengthen donor and volunteer channels; emphasize measurable outcomes
Secondhand tradingplatforms(e.g. Xianyu, Zhuanzhuan)	These platforms provide a wide range of second-hand goods trading services and have attracted a large number of users	Product variety, service quality and user experience, to attract more users to participate in donations and purchase	Differentiate through social mission; curate and quality-check donated goods; improve service and user experience; connect donation and purchase into one journey
Emerging public welfare e-commerce platform	With the rise of public welfare e-commerce, more platforms combine business with public welfare, attracting users and funds through innovative business models, technology or marketing	Close attention to their development dynamics adjust strategy to follow trends in time.	adjust strategy to follow trends in time.Monitor emerging platforms regularly; adopt a flexible, trend- responsive strategy; pursue innovation while staying true to core social value

Positioned at the crossroads of charity and commerce, Buy42 competes with traditional charities for public trust and resources, rivals mainstream second-hand platforms in product quality and user experience, and keeps agile to cope with emerging welfare e-commerce competitors. Integrating social value and premium user experience helps it maintain long-term competitiveness.

Circular Consumption & ESG

Shantao donation condition and category reference chart

Reduce, reuse and recycle reference illustration

ESG can help enterprises:

build resilience against risks
better comply with national policies and strategies
respond to changes in carbon taxes and carbon markets

Social Promotion & Community

Shantao search results and volunteer participation posts on Xiaohongshu

A Shantao Buy42 Shanghai store stamp held in front of bookshelves

Shantao adopts diversified new media promotion strategies and stable private domain community operation to consolidate user stickiness. On Xiaohongshu, a leading domestic lifestyle social platform, the brand launches the one-day store manager volunteer project on a regular basis. Open to public participants, the project enables volunteers to engage in offline charity store operations and gain in-depth experience of public welfare work. Volunteers actively document and share their participation experiences on social platforms. Such user-generated and word-of-mouth communication breaks the limitations of traditional marketing, continuously expanding brand influence and driving organic traffic growth.

All shared content is labeled with Shantao’s store locations, brand tags and slogans. Combined with platform SEO optimization rules, the brand effectively boosts online exposure and builds an efficient, low-cost communication system. Driven by social economic progress and expanding community scale, Shantao has upgraded its business model from a single offline store to a nationwide second-hand circulation platform oriented by public welfare and sustainable development. Beyond second-hand resource recycling, the brand prioritizes community operation and user connection. It relies on community vitality to support sustainable brand development and creates an eco-system that balances social welfare value and commercial value.

Background / Inspiration

Martha Stewart: An American Icon — Rating: 8.2

The Room Next Door | Landmark Dual-Lead Masterpiece

Application of Visual Symbols

Cultural Connotation of Art Projects

Consumer Interaction

Mechanism of Visual Culture

Visual Differentiation:

Cultural Value:

User Empathy:

Communication Breakthrough:

The first stage is rejecting pink.

The second stage is embracing pink wholeheartedly.

Miu Miu

【Brand Essence】

Core advantage:

Potential shortcomings:

【Brand Essence】

Core advantage:

Potential shortcomings:

Pink Power Aesthetics:

Self-admiration Is a Style Statement:

The Poised Code of Girlish Spirit:

Emotion-resonant Fashion:

Wardrobe Philosophy of Growth & Transformation:

BASIC customer profile

Customer behavior

Basic Customer Profile

Customer Behavior

Basic Customer Profile

Customer Behavior

Basic Customer Profile

Customer Behavior

Basic Customer Profile

Customer Behavior

Fabric Selection & Color Philosophy

Fabric Selection

Color Philosophy

Source of income

Collection Launch Schedule

Section 1 (Early March – Mid April):

Section 2 (Early June):

Section 3 (Mid June – Mid August):

Section 4 (December):

Product Lookbook

Channels: Online

Promotion ways

Channels: Online+Offline

Channels: Offline store planning

Store Location Options

Plan A: High foot-traffic areas

Plan B: Secondary streets in core business districts / in-store boutique inside shopping malls

Plan C: Creative industrial parks & art districts

Channels: Pop-up Store

Basic Info:

Featured Experience Content

Core Marketing Strategies

SWOT

S

W

O

T

PEST

P

E

S

T

SOP system

Pre-purchase (Store Entry & Consultation)

In-purchase (Fitting & Transaction)

Post-purchase (After-sales & Retention)

Customer Relations

Membership card-level welfare policy

VIP Member Cards

Cost hierarchy

Channels: physical room&cultural ideas

【Curated business and events】

Bloom with Hydrangeas — Pink Resilient Power

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W