Taobao Tries To Fashion D2C, Consumer Customization Will Become A Trend

There are various indications that with the further development of Internet, customization has gradually shifted from offline to online, and has injected new vitality into itself.

On the contrary, large-scale standardized manufacturing is slowly losing its former aura.

Insiders pointed out that consumers are participating in the production process with high participation enthusiasm. It is expected that customization will become another development direction of online shopping.

Online shopping market "custom wind"

In many areas under the Internet, the concept of customization is well known.

Nowadays, custom wind begins to "blow" to the online shopping market, bringing new consumption experience to people.

It is understood that Taobao clothing D2C (designer to customer) flagship store, mainly by Taobao mall designer channel and Juhuasuan joint operation.

The flagship store brings together a number of excellent domestic fashion designers, according to the "design + model T Taiwan show" mode to carry out group buying pre-sale.

At present, Taobao's D2C customization attempt is popular.

A designer has designed a women's clothing, priced at 688 yuan, higher than the average price of Taobao women's clothing 2.5 times, although the price is more expensive, but still can not stop consumers' enthusiasm for buying, now has sold more than 2000 pieces.

Another designer designed a dress, after the formal group purchase, the pre-sale is completed, sales volume to nearly 1000 pieces, the result is very gratifying.

Besides clothing, furniture, moon cakes and other commodities can also see their appearance in the online shopping market.

It is reported that 100 strong furniture has tried to break through the traditional standardized production mode, and began to explore customized brand line.

Whether it's a cupboard, a wooden door or a wardrobe, 100 furniture can launch personalized customized furniture according to the situation provided by consumers to meet the different needs of consumers.

Of course, the custom of luxury goods can not be ignored.

Personalized customization has three advantages.

From the current data, China's online shopping scale is growing rapidly, personalized customization has considerable market space.

According to the twenty-seventh National Internet development report, as of December 2010, the number of online shopping users in China reached 161 million, the utilization rate increased to 35.1%, and the floating rate was 7 percentage points. In 2010, the number of users increased by 48.6%, and the growth rate ranked the first among all kinds of applications.

Other data show that the number of netizens under 30 years of age in China has exceeded half of the total number of netizens.

In this age group, they are more active in pursuit of individuality and freedom, and hate repetition and repetition. This consumption habit is also reflected on the Internet.

Therefore, customization of online shopping meets demand at a deeper level. Consumers no longer passively accept the standardized products of merchants, but begin to participate in the upstream Design of product production, thus reshaping the consumption pattern.

In addition to the personalized demand of consumers, the customization of online shopping meets the chemical reaction of group buying market.

Insiders have pointed out that low price is the only way out for B2C.

In fact, most netizens choose online shopping, which is the preferential price of online shopping products.

When it comes to preferential prices, group buying can not be avoided.

Group buying is a way of shopping that different consumers unite to increase bargaining power with merchants so as to get the best price.

For example, the customized activities of air conditioners DIY held by Taobao mall are custom-made on the surface, but Taobao has also made flexible handling, selecting only a small number of DIY products, and then delivering mass production.

On the one hand, Taobao can meet the needs of consumers to the maximum; on the other hand, mass production can also save the cost of manufacturers and benefit the group buying industry chain, so that online shopping can be customized and sustainable.

More importantly, customization of online shopping can save consumers' time.

Some online shopping service providers have a more complete logistics system, which can provide one-stop services such as delivery to home, door-to-door installation and so on, and improve the online shopping experience of consumers in an all-round way.

Customized consumption is becoming a trend.

At present, Taobao has played a role in the wave of online shopping customization.

At the end of May, Taobao electric mall will launch a "air conditioning custom customization" campaign jointly with Juhuasuan.

By the beginning of June, AUX air conditioner manufacturers will carry out mass production according to the results of DIY activities, and will also provide delivery and quick door installation services.

It is also reported that the pportation of the event will be supported by Taobao logistics treasure, which covers 15 provinces and municipalities directly under the central government.

Previously, Alibaba CEO Ma Yun has pointed out that in the new commercial civilization belonging to the Internet age, large-scale standardized manufacturing will be abandoned, and manufacturers will customize production based on the will of consumers.

For customized production, Analysys International believes that the PPG model has inherent disadvantages such as low threshold and easy replication. It will face more challenges in the future. The large-scale customized B2C services realized through the Internet will become the main trend in the field of e-commerce.

Other people in the industry also support this view. They believe that custom-made production is custom-made, which is an inevitable trend of the times. China's consumption continues to escalate and consumers begin to pursue individuality.

However, it needs to be reminded that customization of online shopping can bring many benefits to consumers, but we should also note that there are still many hidden dangers in the online shopping market.

If consumers are just buying low-end products online, the cost will not be too great if they find problems.

What is most worrying is that if the high-end products ordered by consumers are mixed with fish, they may cause huge losses.

Therefore, consumers can not be caught in the wrong way of online shopping because of their blind pursuit of customization.

Even if we want to sell online, consumers should consider their living habits with their families and make rational consumption.