D2C Aggregated Niche Power &Nbsp; Building Bridges Between Design And Brand.

With the continuous expansion of the scale of China's garment industry, the continuous improvement and development of the consumer market, and the constant change and maturity of consumers' understanding of clothing and consumption concept, more and more designer brands are coming into line with people's attention.

According to the survey, in our country Netizen Of the total number, 80 and 90% accounted for 58%, while 89% of online shoppers mainly obtained information related to the brand through the Internet, and product information and consumer word-of-mouth were their main concerns. These two data convey a message to us: the proportion of individuals advocating individuality and freedom on the Internet is relatively large, and Internet information plays a crucial role in making decisions for consumers.

Under such a market background, custom-made production will become a major trend of clothing consumption. Taobao responded swiftly and launched a flagship store called D2C, a designer's platform. "In the business civilization belonging to the Internet age, large-scale standardized manufacturing will be rejected, and manufacturers will customize production based on the will of consumers." Ma Yun said when he talked about the future market prospect of designer brand.

The confusion of designer brand

In fact, designer brand online sale is nothing new, Arca's fresh and natural pastoral style, national character of rebellious and unruly temperament, and then advocating free, low-key, handsome, neutral wind... Many excellent Designer His works have emerged in the Internet market. But a lot of designer brands are more or less with the nature of designer's personal ticket playing, for example, such as cracking silk. "When I was tired of doing graphic designer's work, I began to try my own design. During the journey, I saw that the clothes with strong national style were greatly inspired. A sewing machine, a table and several drawings began to set sail in my dream." The director of design and design told reporters: "at that time, only my sister and Xiao Feng were two designers. I was a model. Xiaofeng became a photographer. I never thought about promoting and publicizing these things. I just wanted to design beautiful clothes and sell them to them." {page_break}

But when the designer brand needs to be recognized by the market and become a business, it is not just a ticket to deal with. "Because of the lack of workers, the designed clothes can not be produced in time, and can not keep up with the progress of the order." we cried for the two of them who were still squatting in the new factory building. In the laughter of the strong wind, we also heard her helpless and tired. As business gets bigger and bigger, there are more and more consumers of recognized brands. Designers who are "two ears who do not hear from outside the window, who are just trying to design" can no longer ask questions about production, logistics, management and so on. They also need to start managing all kinds of affairs, deal with the problems of various companies' operation and operation, and begin to consider the promotion and publicity. But not every design is good at it. What they love more is the use of design to express their inner feelings.

D2C builds up channels for designer brands

The concept of D2C introduced by Taobao is to introduce the designer of the source of products into e-commerce platform. Some fashion designers lack sales platforms. To design, we need the support of studios and funds. Each piece of clothing is designed and sewn by itself. Time, energy and cost are not comparable to that of mass production. The centralized platform is like a brokerage firm that helps designers package and promote.

Here, designers can display and sell their original works, give full play to the advantages of network resources, make the commodities that are originally niche markets gathered here, the Taobao mall designer channel and Taobao group Juhuasuan buy together, lead Wu Hai, Yan, Deng Lifu and Qian Feng of the top ten fashion designers in the country, directly facing consumers, through Taobao Juhuasuan's powerful marketing platform, through the design of sketches and other related design products, explain their own design concepts, and directly listen to consumers' intentions and needs; make the designer brand not only have the design, but also have the vast market space.

The cooperative manufacturing enterprises can also find the original design works through this platform. On the one hand, they can provide fluent operation channels for designers who are tired of logistics management, inventory management and cost control. On the other hand, they can make more room for design creation. As terminal consumers, it is possible to directly select designer original products, thereby changing the connotation of commercial operation of traditional online sales products, and stimulating the vitality of online sales original products at source.

"Design and brand operation are two totally irrelevant aspects and closely related. For a brand, it should not be a person to take into account many aspects at the same time. When a fashion is sold as a commodity in the market, we must have a complete team to complete. Some people are considering design, a team is responsible for brand promotion, and a team is responsible for market operation, etc., designers release ideas, brands should be communicated in a way that the public can understand, and fashion is going to sell this concept and products. In other words, the market has received the most intuitive feedback from the public. The market department also has to pay attention to the hottest information and feedback to the brand department, and the brand has turned these messages into dots, providing designers with inspiration. They should complement each other. " Marry Ma, a star designer who is active in the world T, explains the relationship between designer and brand operation.

To open up marketing channels and help designers to reach the modern management concept and operation mode of large investment institutions, this is the biggest push for Taobao D2C to seek the balance between designers and operators, and also is the first step to help designer brands move to the first-line market.

Voice of micro-blog

@EC brand observation: [Jing Wong: clothing custom business trouble] the effective utilization of D2C mode is undoubtedly a way to solve the problem of stereotyped products and lack of uniqueness in B2C and C2C mode. The designers not only directly face the opportunity of the terminal market to get continuous growth, but also come to the platform and design atmosphere that can give full play to the design concept and level.

"Network marketing - love push push: [clothing custom D2C business trouble] there are many clothing stores, both online and offline, and they often meet customers who need to be customized. When shopkeepers can not provide an effective supporting service for their customers, they can only watch the loss of customers, and customized consumption will be the trend of future clothing.

@ I am Zhang Xiao Y://@ knife in fly: D2C mode may change the current situation of Chinese designers. D2C can directly involve designers in business, reduce the large number of intermediate links in the original sales mode, and ultimately benefit the designers and consumers who buy creative designers.

@ pickled mustard tuber: when it comes to e-commerce mode, people are most familiar with B2B, B2C and C2C. With the intensification of competition in this field, the enterprises selling "touches" have taken the precise research of consumer demand as a required course, and the innovation of the e-business mode around the personalized demand of consumers has been emerging. Recently, group buying with surging clouds is a typical representative of C2B. Clothing enterprises explore the D2C (designer to consumer) mode.