South Korean streetwear brand Mardi Mercredi makes sudden comeback to China's market half a year after its withdrawal

Less than half a year after exiting the Chinese market, will the South Korean streetwear brand rush back?

Last year, South Korean streetwear brand Mardi Mercredi closed 28 stores across 25 cities in China due to strategic adjustments by its distributor, shut down its mini-program, and exited completely. However, less than half a year later, it announced its return to the Chinese market this June via direct operation, establishing a new company directly in Shanghai.

The previous departure was driven by the distributor’s desire to shift focus to other brands, while the current comeback is fueled by the immense appeal of the Chinese market. This clearly illustrates a fact: for foreign brands today, it's no longer a question of whether they should stay, but rather one of being unable to leave the Chinese market.

In reality, Mardi Mercredi is not alone. Since last year, international outdoor brands have accelerated their expansion in China. For example, Salomon now has 286 stores in China and plans to open another 35 this year. Japanese brand Nanamica, Swedish brand Haglöfs, and American heritage brand Woolrich are all increasing their investment in the Chinese market. In 2020, U.S. media predicted that China’s outdoor market would boom—today, its scale has reached 3 trillion yuan, and these brands are unwilling to miss out on this wave of growth.

Even luxury brands are following suit. Burberry, Gucci, Coach, and others that once insisted on never discounting products are now embracing discounts across China as overseas sales falter. Long queues at offline outlet malls have become routine, while online platforms like VIP.com often see prices slashed to 30–50% off. In the first quarter of this year, VIP.com’s Super Brand Day saw double-digit year-on-year revenue growth, with extremely high repurchase rates among core customers. This trend is exactly what foreign companies desire.

Simply put, whether it's small foreign streetwear labels like Mardi Mercredi, major international outdoor brands, or top-tier luxury brands—they’re all voting with their feet. They are embracing Chinese consumers and the certainty of growth through new approaches.

Original source: toutiao.com/article/1866433552922688/

Disclaimer: The views expressed in this article are solely those of the author.