How Should The "New Clothes" Of Fashion Business Operators Be Worn?

The reality show recently.

"Attracted widespread attention in the fashion industry and the electricity business community. We are waiting to see whether Tmall brand can open up new business models through the original design of TV marketing stars.

No matter what the final result is, Tmall has demonstrated its strategic determination and tremendous input in the fashion industry.

At the same time, Jingdong also launched the "Shang Jingdong" slogan, Dangdang network should be "genetically modified" fashion, Amazon founded the Z style fashion Pavilion......

It is not hard to see that "fashion" has become a battleground for new business operators.

Then, how should we fashion the "new clothes" of e-commerce? Who will laugh at the end?

Focus on fashion and understanding

First, let's focus on fashion vertical.

Website.

It can be said that from the British fashion electronics supplier Net-A-Porter, the vertical fashion e-commerce website has many advantages in this scuffle.

In the field of domestic electric business, the fashion and luxury websites represented by American West fashion, the fast fashion trend websites represented by Yoho have gone through many years and deeply ploughed the market of female fashion online shopping.

Relying on their in-depth understanding of local consumers' psychological preferences and behavior habits, they persisted in education and guidance with the Chinese consumers' favorite ways for a long time. Through the "moistening and quiet" way, they used the unique content and media characteristics to pform consumers' desire into order.

meici

Professionals know that the "beautiful looking" fashion business is not an easy way to read.

The fashion industry sells desire rather than just demand.

Take the US West fashion, which focuses on luxury subdivision, for example, from the buyer to the display, from the user experience to the personalized customer service, plus the supply chain and logistics after-sales service that all electric providers must do well, they are tailored to the high-end designer of the season's latest designer handbag.

A senior fashion enthusiast told me: I will also buy the latest fashion on the Internet, but it will not be because of its price advantage, because the website of western fashion can give me a lot of professional advice to provide a popular interpretation. Online magazine Mzine update and the content is pretty good, plus the WYSIWYG, see it well, you can place your order and do not have to look for the beloved things.

At the end of overtime, department stores can also buy big new products after they close.

M magazine

The media pformation is congenital, but its aftereffect is worrying.

Secondly, we also see a lot of traditional fashion media trying to do business.

For example, ELLE magazine, which has a long history and good market base in China, launched the ELLESHOP.com e-commerce website of the flagship designer in 2011.

This year, ELLESHOP not only cooperated with Baidu, but also entered the platform of Amazon China.

Such traditional fashion media operators often have the innate advantages of precise crowd and professional content, and can get the attention of senior fashion lovers in the near future.

However, after gaining eyeballs in the early stage, the e-commerce websites operated by fashion media are often questioned by consumers because of insufficient professional performance in the supply chain and after-sale services.

Baidu knows the topic of search ELLESHOP, you can see many netizens spontaneously discuss, but the problem is slow delivery, delivery error, customer service is too high, cold, love and answer questions.

In particular, when consumers have experienced such professional fashion vertical e-commerce providers such as the West fashion, and then compare, ultimately, the user experience of the entire shopping process will be better or worse, which will decide the retention and retention of consumers.

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ELLESHOP

Integrated platform fashion DNA missing

Third, large-scale integrated e-commerce platform is also trying to put on the "fashionable new clothes".

Tmall, Jingdong, Amazon, Dangdang and other websites have a good foundation in terms of user scale, brand awareness, word of mouth and operational capability, and the influence on the entire consumer market should not be underestimated.

However, in the process of developing the category of fashion, it is unavoidable to encounter some problems peculiar to the fashion retailing industry.

For example, the first case mentioned by Tmall is a case of selling clothing for stars by TV reality show.

The goddess's new clothes show three times, but the result is not satisfactory.

The most popular styles sell more than 1000 pieces in a week's broadcast, while other designs have only one hundred or two hundred sales records, which is a little pitiful for a platform like Tmall.

Even netizens Tucao said, "the program looks cool, but in essence it is TV shopping."

Professionals pointed out that Tmall's cooperation with the goddess's new clothes is hard to be recognized by ordinary consumers, because the coincidence between Chinese fashion consumers and TV viewers is getting smaller and smaller. Meanwhile, those who really consume fashion brands do not have a high degree of recognition for domestic stars, let alone let them identify with the clothes designed by these people.

The platform that domestic fashion consumers are willing to pay for is still a mature brand, such as West fashion, Yoho and Net-A-Porter, which has its own positioning and popularity.

tmall

Another example, this year's high-profile announcement of the "fashion gene pformation" Dangdang, after selling books and stores for more than ten years, wants to divide the cake of "fashion business".

Data show that Dangdang in 2012 the second half of the year as the focus of clothing business, sales surged from 500 million yuan in 2012 to 2 billion 700 million yuan in 2013, clothing category has become Dangdang books outside the second major categories.

But we can see that Dangdang's clothing sales mainly follow the route of tail goods discount and low price sale.

This positioning makes the site's interface design, brand choice, commodity display and user experience different from the real "fashion" retail, and it can be expected that the profit margin of this discount sales route is also very low.

Based on this experience and foundation, is it possible to firmly grasp the mentality of the city's white Fu Mei in the future as a vertical electricity supplier and embark on the real fashion road?

Dangdang clothing store

Tracing the origin, why is the fashion business area so popular? I believe that besides the fashionable new products of positive price, it has the advantage of attractive high margin, mainly because today's online shopping market has been separated from the "low price" stage.

Consuming consumers are more interested in brand goods and the overall user experience, while the new products launched by the fashion industry are more in line with the psychology of urban high consumption online shoppers.

Therefore, the "new clothes" of fashion business providers need both gorgeous appearance and solid workmanship, and the most important thing is how to customize them for customers.

After the comparison of the above three fashionable shopping websites, I think

This vertical fashion shopping website has more advantages in competition.

Because this website has a full understanding and control of fashion, it can accurately grasp the hot spots of women's consumption through data collection, improve the shopping interest of fashion consumers by making advance prediction, design, brand combination and so on.

After many years of continuous promotion of quality strategy, perfect shopping security and after-sales service, the website of Midea fashion has won the initiative in the competition by improving user experience.

With such a DNA platform, we can weave the most gorgeous "fashion clothes".