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Try To Wear Sunglasses: A Small Clothing Store Is Pformed Into A Mini Mall.

2010/7/23 11:40:00 55

"Women's shopping revolution" -- the business opportunity that many people are eyeing for attracts many entrepreneurs to go forward.

Recently, an entrepreneurial team with its newly developed "fitting mirror" claimed that it had to deploy thousands of stores in the country so that customers could share the 2000 fashionable clothing of their network platform anywhere.

Can this business model turn clothing stores into mini fashion department stores? Where are the short boards and puzzles they face?

Entrepreneurship

There are always twists and turns in the road. Even the well thought dragon Chaoyang often suffers unexpected problems.

"At the beginning of our business, our idea is simple, that is, to build an experiential fashion shopping website, so that users can shop, try and wear on our virtual 3D commercial street, department store, fashion shop and other platforms."

Long Zhaoyang told reporters that after the launch of 3D mall, it soon fell into a low ebb: although some small and medium-sized brands were willing to set up shop, large chain corporation now have an absolute stage of voice, without any sense of crisis.

Fashion enterprises rely too much on traditional channels, are very resistant to e-commerce, and even block online sales behavior of their franchisees and agents.

Long Zhaoyang fell into the first trough.

Entrepreneurial team

Put forward the way to build a network for the physical store, that is, department stores and fashion companies release the latest styles and promotional activities on the website. Users can try and match them online, and then apply for a coupon to buy the physical stores.

Unfortunately, many enterprises are worried that the style is copied, and the new style can not be synchronized with the store. Dragon Chaoyang has fallen into second difficulties.

Long Zhaoyang said that after a long period of turmoil, they have successfully developed three dimensional fitting technology and fitting mirror products at the beginning of this year, and developed a global fashion experience purchasing system, which is deployed in beauty salons, female clubs and two or three and four tier city boutiques.

He told reporters that the fitting mirror is mainly a 1.8 meter high display and a 19 inch touch screen computer. Customers can touch the screen to experience the fashion styles around the world and then buy them through boutique.

He analyzed his bold inspiration: these terminals are

network

The mode of integration with entities.

A traditional clothing store can display 200 clothes at most 100 square meters, but a fitting mirror can deploy 2000 garments.

All styles are networked versions, based on the website platform.

This can turn a store into a mini fashion department store.

Most sensitive to entrepreneurial teams.

Investment

The problem, he admits, has crossed the break even point, and the team has been out of the depressed year of the whole year and a half. Therefore, more strategic planning and long-term planning are now being made.

However, the difficulty is always visiting, because the high-end brand is still "hard to chew bones", so the beginning of the Dragon Chaoyang had to cooperate with the medium-sized brands, "I think it is a natural thing to do, when the terminal layout reaches a certain base, there is the advantage of high-end brand integration."

"No matter what the mode is, how far away is the e-business in China? Where is the crux of the problem?" some industry insiders remind us that practical experience shows that the cost of online shopping is generally low, but in fact, the cost of obtaining the target customer's order online is very high.

So some people spend hundreds of thousands of dollars to earn money in the prosperous business of Huaqiang North, and some people do not make money by opening online stores.

For this problem, the Dragon Chaoyang does not have much risk because he shares the customer resources of the existing physical stores, and is divided into orders after making orders, so as to ensure that every order is profitable.

Expert comment

Rare experience of virtual experience consumption

Sun Changqun, deputy editor in chief of China venture capital.

Experiential consumption has a long history. However, the combination of experiential consumption mode and IT technology to achieve virtual "experiential consumption" is rarely successful.

It is still too early to talk about the success of the fitting net, but the fact is that its business model has its own characteristics. If we integrate the experience of consumption, channel and e-commerce, we will provide more and better services to more and more customers, and enterprises will also benefit from the service.