Peace Piece Studio Accelerates Direct Expansion in China... Establishes E-Commerce and Logistics System for "Mardi Mercredi"

Global lifestyle company Peace Piece Studio has begun establishing local e-commerce and logistics operations to strengthen its presence in the Chinese market. With its flagship brand "Mardi Mercredi," the company plans to expand its direct business foundation in China and fully implement an integrated online and offline distribution strategy.

Peace Piece Studio announced on May 14 that its Chinese subsidiary, "Mardi Mercredi Shanghai Co., Ltd.," has signed a contract for brand e-commerce operations and logistics services with the local specialist agency "Ningbo Yijie Technology Co., Ltd." This agreement has been effective since May 1.

The company explained that this contract goes beyond simple outsourcing and represents a crucial step toward building a direct business system in the Chinese market. Shifting away from the traditional license-based indirect entry model, Peace Piece Studio aims to secure greater control over products, pricing, and brand operations, while directly accumulating local consumer data.

The Shanghai subsidiary will first establish an online sales and marketing system centered on Tmall. The official online store is set to open on June 1.

Tmall is Alibaba Group’s flagship brand-focused e-commerce platform. The company intends to leverage Tmall to enhance brand credibility and expand its connection with Chinese consumers, while maintaining its brand identity and securing a stable sales base.

In addition, Peace Piece Studio plans to expand its presence to other major platforms, including Taobao, JD.com, Douyin, Xiaohongshu, and WeChat. By utilizing a variety of customer acquisition channels, the company will link content marketing and customer management functions to simultaneously secure new customers and increase repeat purchase rates.

To implement this multi-platform strategy, the Shanghai subsidiary will collaborate with Ningbo Yijie to build an integrated operational system. Ningbo Yijie is a specialized e-commerce operator providing store setup, marketing, customer service (CS), live commerce, and logistics operations. Notably, the company is equipped with capabilities in influencer-driven content and live broadcast management.

The Shanghai subsidiary will directly purchase Mardi Mercredi products and designate Ningbo Yijie as its operational partner in China, integrating third-party logistics resources. Ningbo Yijie will be responsible for all aspects of operations, including sales, warehouse management, delivery, returns and exchanges, and customer service.

Through these measures, Peace Piece Studio aims to establish a stable distribution structure in the Chinese market while also strengthening operational efficiency and brand management capabilities.

The expansion of offline channels will proceed in parallel. Peace Piece Studio plans to open a flagship store in the Anfu Road area of Shanghai in the second half of this year, significantly increasing its touchpoints with local consumers.

The Anfu Road store will serve as a core location where consumers can experience the brand's identity and product competitiveness firsthand and is expected to contribute to increased customer inflow and repeat purchases by linking with online channels. The company plans to gradually establish an integrated online and offline distribution system in China by combining Tmall-centered online sales with offline experiences at the flagship store.

The company explained that it is currently restructuring its business model from platform-centric distribution to one centered on its own channels. This is seen as a process for securing customer data and improving brand management efficiency, and the company emphasized its significance as a foundation for mid- to long-term growth.

In fact, the proportion of sales and membership through the company’s own channels has been steadily increasing, providing a stable expansion of the brand’s customer base.

Peace Piece Studio will continue to expand the share of direct business in global markets, while strengthening its foundation for brand growth through the establishment of integrated online and offline distribution networks and category expansion. In China, the company aims to gradually increase sales by linking Tmall-based online channels with offline expansion, with the goal of developing the business into one with annual revenue of 100 billion KRW in the long term.

Hwamok Park and Seungwan Seo, Co-CEOs of Peace Piece Studio, stated, "This collaboration not only reorganizes our operational structure in the Chinese market but also lays the groundwork for global business expansion. We plan to further develop our business by expanding local consumer touchpoints and strengthening the brand experience."

Meanwhile, Peace Piece Studio has begun demand forecasting for institutional investors starting today. The demand forecasting will continue until May 20, and the public subscription will take place over two days from May 26 to May 27.

This strategy is significant as it demonstrates that Peace Piece Studio is actively building a direct operational structure in China and expanding its brand business by integrating e-commerce and offline channels.

This content was produced with the assistance of AI translation services.