Tmall Works Together With Fashion Bazaar For Fashion And Fashion.

Recently,

Cross border cooperation with "fashion bazaar" magazine, the two sides integrate network business, marketing platform, designer and star resources together.

In addition, all the guests hand in hand game giant - giant network launched the "Journey 2", "Xian Xia world" and other online games as the theme of casual wear.

This time, the cross-border business has played a fashion and fashion.

Phenomenon

Special clothing into a major direction of electricity supplier cross-border

In July of this year, all customers cooperate with giant network.

Van guest, using his position in the field of clothing sales, has launched online games such as "Journey 2" and "Xian Xia world".

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This way of cooperation has duplicated the form of UNIQLO T-shirt to the Internet.

Tmall tried more in cross-border cooperation. In March 22nd this year, PepsiCo Inc joined forces with PepsiCo Inc to create Pepsi Taobao, a young person's creative life platform. In July, the designer of international doll brand was invited to design the Amoy doll.

In September 13th, Tmall cooperated with the "fashion bazaar". The two sides integrated the network business, marketing platform, designer and star resources. The original brand business was recommended by Tmall, the first line designer of the "fashion bazaar", and by the stars of Eddie Peng, Wang Luodan, Ariel Lin, Zhou Weitong, Zhang Zilin and other stars, the design of the 2012 autumn and winter exclusive custom dress series was designed for Chinese consumers, offering a limited sale on Tmall platform.

Su Huiyan, an analyst with AI consulting, believes that the cooperation between customers and giants is aimed at promoting brands and exploring potential consumer groups.

Ma Quanzhi, the director of Internet public relations, believes that the habits and spending power of business users and game customers have a very high degree of coincidence, which helps to open up customers' understanding of the company.

In Tmall's view, it is still a relatively small area for online sales to rely solely on shelf sales, price competition, differentiated competition and customization.

"This is undoubtedly the new trend of future electricity network sales," said Zhang Yong, President of Tmall.

Ms. Su Huiyan said that at present, there are mainly two kinds of cross-border cooperation of electric business. One is cooperation between Tmall and fashion bazaar. It mainly uses the leading effect of big platform to create original brand from scratch.

The second category is the cooperation of two brands that are close to each other, so as to achieve user interaction, resource sharing and mutual expansion.

"Although the former is more original, these two modes have their own characteristics, so the future development of the electricity supplier will also present a coexistence situation."

Characteristics of cross boundary goods

Price: more expensive than ordinary

The price of clothing from famous designer is obviously higher than that of ordinary Taobao mall, but it is far from the price of tens of thousands of international designers.

For example, a VOA designed by Wang Peiyi has a price of up to 2380 yuan, which is much higher than that of Taobao's windbreaker.

But in general, the price of the signature bazaar design is mostly maintained at 500 yuan -1000 yuan, which is in the range that most consumers can undertake. For example, the price of 299 yuan, which is designed by designer Zhang Chi, is one of the low price products.

Sales: stable, but not hot.

The sales volume of the famous designer's clothing is generally stable. The reporters did not find the sales volume zero. However, due to the short sale time, the sales volume is not very popular, most of which are concentrated in about 20-60 parts.

Reporters further selected several good sales products in the event to observe.

For example, a Eve lace hundred Pleated Dress designed by Wang Peiyi sold 50 pieces in September 27th, but there was a significant difference compared with other hot products sold in the store. The last one in the top ranked baby seller has sold more than 300 pieces.

Similarly, a SPORTICA woolen coat designed by Zhou Weitong, though sold 68 pieces, is still far from the hot selling baby.

However, reporters found that this coat ranked fifth in the favorites list, with a popularity of more than 5600.

Evaluation: definitely more for style.

The reporter visited every buyer's evaluation after the design of bazaar, and did not find the contents of Chinese commentary and bad reviews.

In the praise, although the buyer also made some comments and commendation on the material and handle of the product, the reporters found that the proportion of product design is higher in the overall evaluation.

For example, the buyer yosim aim AI's message: "although no picture looks so pretty, but still very handsome, very fond of this design."

A similar comment with the buyer is not rare.

Merchant

Cross-border cooperation connects designers and garment manufacturers.

The general plan of the image of fashion bazaar, Ms. Shi Yan told Nandu reporters that the cooperation was mainly launched by designer bazaar and combined with the original brand of Tmall to build a complete garment industry chain.

"China's fashion industry is not mature. Compared with the commercial empire behind foreign designers, most of the famous designers in China are mostly exposed to the media. Therefore, linking designers with clothing manufacturing has become our goal."

"For consumers, those star clothes that were originally only seen in magazines are no longer unreachable dreams," Shi Yan said.

This is also one of their original intentions in promoting cross-border cooperation.

These brands already have high quality production capabilities and network marketing capabilities, and are also popular among consumers.

"But if we want them to get bigger stage, we must further encourage originality and design," said Zhang Yong, President of Tmall. "Cooperation with" fashion bazaar "is that we can build a designer platform to make more designer's products in Tmall's sales products.

Professionals

Cross border cooperation is the need for the electricity supplier to deepen the market.

Ms. Ding Jiaqi, an analyst with the consulting firm, explains that in recent years, the amount and frequency of online shopping are increasing year by year. Online shopping habits are becoming more and more mature nowadays. The demand of consumers for the quality and characteristics of products is more and more obvious. This not only means the market, but also promotes the cooperation mode between Tmall and fashion bazaar.

"From the survey point of view, high prices of commodities have always existed, and their impact on consumers' consumption intention and behavior is not as great as we expected."

Ms. Ding said.

And related surveys show that "multi style" is one of the factors that influence consumers online shopping, which is cheap and convenient.

The emergence of designer clothing will surely enhance the product's richness and further promote the diversification of clothing online shopping in the future.

In addition, the number of Internet users who have online shopping experience in China has accounted for 40.2% of the total number of people in the total network. This also means that the development of China's online shopping will gradually slow down in the next few years. It is difficult to reproduce the blowout situation last year. How to explore potential groups among existing consumers has become the goal of the electricity suppliers. This further spawned cross-border cooperation between the electricity suppliers.

Reporters interviewed several colleagues who are keen on online shopping. In their view, if the style of clothes design is not only a little more expensive, but also a product that they can dream of buying products with fashion design on the Internet.