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Taobao Designer Brands Are Going Offline—Here’s Why It’s Working
Ivy Vu
- Fashion Blogger -
A new wave of Taobao-based designer brands is moving beyond e-commerce and opening offline stores across China. By combining unique in-store experiences with strong online engagement, these brands are redefining the retail landscape.
A New Chapter for Taobao’s Designer Brands
A New Chapter for Taobao’s Designer Brands
In the past six months, at least 20 Taobao-based designer fashion brands have made a surprising move—they’re going offline. Brands like Meiyang, Wooha, Amanda X, Superscape, Sage Studios, and Random Piece are setting up physical stores across China. Why? They see brick-and-mortar locations as a long-term growth strategy, offering customers in-person experiences that online shopping simply can’t replicate.
With China’s economic landscape shifting and consumer preferences evolving, this strategic move makes sense. Shoppers want high-quality, unique fashion at reasonable prices, and these brands are stepping up to meet that demand.
Why Are Taobao Brands Moving Offline?
Why Are Taobao Brands Moving Offline?
1. Reducing Costs and Returns
Online shopping is convenient, but it comes with one big downside—returns. Many customers buy multiple sizes or styles, try them on at home, and send back what doesn’t fit. This increases logistics costs and creates waste.
By opening offline stores, Taobao brands allow customers to try before they buy, reducing returns and improving overall customer satisfaction.
2. Attracting High-Quality Customers
Online shopping platforms like Taobao are crowded, making it difficult for brands to stand out. Physical stores, on the other hand, create a curated shopping experience.
By choosing prime locations, these brands can attract fashion-conscious shoppers who value quality and are willing to pay for it. This helps them build a loyal customer base that extends beyond Taobao’s digital ecosystem.
3. Creating a Stronger Brand Identity
Mainstream fashion brands in China have been criticized for their repetitive designs and declining quality. Many mall-based retailers have lost their appeal, with consumers complaining about overpriced, uninspired fashion.
Taobao designer brands, on the other hand, focus on individuality. By carefully designing their offline spaces, they ensure that the store environment aligns with their brand identity, reinforcing their unique style and aesthetic.
A Shift Towards Value and Quality
Chinese consumers are becoming more pragmatic in their spending. A viral Weibo post titled “I don’t dare to buy clothes in the mall with a monthly salary of 20,000 yuan” sparked massive discussion, highlighting frustration over rising prices and declining quality in mainstream stores.
Taobao-based brands are addressing this by offering stylish, well-made clothing at reasonable prices. Unlike many mall brands that rely on branding and marketing hype, these designers focus on real value—quality fabrics, thoughtful designs, and fair pricing.
1. Jaja in the Moment (Chengdu)
• Store Location: Luhu CPI, Chengdu
• Taobao Followers: 1 million
• Price Range: 200-3,000 RMB ($28-$412)
Jaja in the Moment, founded in 2017, embraces a “simple daily” aesthetic—comfortable, understated fashion for urban women. Their offline store in Chengdu is designed like a treehouse, featuring a blend of natural elements and modern minimalism.
This space creates a peaceful, welcoming atmosphere, encouraging customers to relax and enjoy their shopping experience.
2. Sage Studio (Shanghai)
• Store Location: Gate M, Shanghai
• Taobao Followers: 655,000
• Price Range: 220-3,680 RMB ($30-$500)
Sage Studio, known for its fusion of minimalism, romance, and vintage influences, has created a physical space that feels more like a high-end apartment than a typical retail store.
Located at Gate M in Shanghai’s West Bund, the store features elegant interior details, from beautifully arranged books to a luxurious, private fitting room designed like a personal wardrobe.
3. Random Piece (Shanghai)
• Store Location: Gate M, Shanghai
• Taobao Followers: 3.1 million
• Price Range: 200-3,399 RMB ($28-$466)
Random Piece, a brand that thrives on versatility and comfort, recently opened a store at Gate M, seamlessly integrating online and offline shopping. Their store serves as both a retail space and a social hub, frequently hosting events and collaborations with local designers.
The grand opening was a lively affair, attracting fashion influencers and loyal customers, highlighting the power of community in brand-building.
The Future of Taobao’s Offline Expansion
The shift from online to offline marks a significant evolution for Taobao-based designer brands. While e-commerce remains their foundation, these brands recognize that physical spaces add depth to their customer relationships.
This hybrid model—where online engagement drives traffic to offline stores and vice versa—could set the stage for a new era in China’s fashion industry. As more independent brands experiment with offline expansion, we may see a broader transformation in how fashion is sold and experienced.
For now, one thing is clear: Taobao’s designer brands are proving that in-person retail is far from dead—it’s just getting a fresh, innovative makeover.
