Shopping With Celebrities And Tapping Potential Mobile Providers

The first domestic star crossover fashion reality show "goddess's new clothes" is hot, which is a cross screen marketing of mobile application star wardrobe.

When you see this article, the program has been broadcast in Dongfang satellite TV and Youku.

The product has been online for two years.

Wardrobe has been developing rapidly.

Up to now, the total number of active users has reached about 40000000, and the number of active users per day is about 3000000.

In August 2014, star wardrobe has completed C round of financing $50 million, the valuation has exceeded $200 million.

Street shooting big data

Before establishing star wardrobe, Lin Qinghua worked in Shandong's paper media industry for 11 years, and then served as vice president of Tianya community for 4 years.

Lin Qinghua claimed to have held most posts in newspapers.

As one of the founders of the Shandong business daily, the second Metropolis Daily in Shandong, during the two years as the general manager of the newspaper, Lin Qinghua raised the sum of two advertisements and distribution revenue from 60 million yuan to 200 million yuan.

2007 is the most glorious period of this newspaper.

The new media has been on the move at this time, and Jiangnan Chun's Focus Media revenue of billions of dollars in the same year has greatly touched Lin Qinghua's nerves.

In 2009, Lin joined the Tianya community as vice president of marketing.

However, Lin Qinghua's talent in management has not been able to play the utmost in the world.

Looking back at this process, Lin explained that the skyline has never developed a particularly good advertising product.

When Lin Qinghua felt quite anxious, many people inside the world had discussed privately or formally resigned and started business.

In 2011, a former colleague based on big data business was a great success. Lin encouraged him to try his best in this direction.

After several discussions, Lin Qinghua and his partners decided to

In the field, the business scope is focused on clothing and apparel.

There are two reasons for this choice: first, according to the Research Report of China vertical women fashion business in 2013 released by AI consulting, in 2012, the sale of clothing shoes has accounted for 26.5% of the total volume of online shopping in the country.

Secondly, most of the apparel products in the net do not have brand names, and the relevant data show unstructured characteristics. Massive unstructured data provide huge space for data mining.

In Lin Qinghua's view, fashion can be divided into three categories: first, fashion frontiers, which can be seen in fashion blockbuster and T stage show, but these products are biased towards concepts and have a certain distance from the market and industry. In the middle of fashion, the popular elements of the season have been industrialized, and will wear stars, celebrities and daring people for the first time. This stage of products is not only fashionable, but also grounded, and popular.

On the basis of this division, star wardrobe began to take Star Street as a breakthrough point, hoping to gradually lead fashion.

The star's wardrobe's self positioning is based on the mobile application of big data.

When browsing a magazine or network, many users often find a star's dress matching. They like it very much, but they don't know where to buy it.

The star wardrobe solves this problem.

Through related search and matching technology, stars

It can automatically interpret and relate fashion data, so as to achieve effective docking between fashion and mass consumption. One side is the most popular wear style on the picture, and the other is the real commodity information on the e-commerce website, which can be purchased by clicking.

Its working principle is basically the following: on the one hand, the fashion elements are tagging the clothes on the street picture; on the other hand, every day in the entire network electricity supplier obtains the clothing single product data, with the help of the unique fashion element label library, the star wardrobe will wash these single product data into the structured data.

Due to the consistency of the tag libraries used between the two, the system will automatically match the purchase links of the same or similar commodities after the search.

Facts have proved that products developed based on this technology are very popular.

On the first day of the star closet, more than 20000 registered users have been harvested and have been recommended by App Store.

To catch up with the fashion street all over the world, the star wardrobe has caught the strong demand of the users, and the users will be able to place their orders on the application.

Not only that, users can also learn about the forefront of the world to cultivate fashion sense.

No incentive no community

In fact, when the star wardrobe was first launched, the founder Lin Qinghua did not plan to make it into the community.

But in the A round of financing, the star wardrobe explicitly mentioned in the business plan that this is a fashion version of Shoppingmall, which has both shopping and media and social networking.

In this regard, Lin's logic is that the community needs popularity, and it will be easier to build a community with popularity.

After gathering a large number of users, star wardrobe began to build communities in the spring of 2014.

After two modifications, the product has been very stable.

On the basis of all kinds of popular topics, the user stickiness of the star wardrobe has been further enhanced.