Star Wardrobe: Transformation Ready For Curve Overtaking

The star wardrobe has impressed me for two years. It has always been like a bean in the electric business. It is a very quiet and quiet company. No matter how beautiful it is, how mogujie.com transformed and innovating in the first two years is still doing its shopping guide business quietly. With the increase of volume and traffic volume, some people have decided that the star wardrobe will also be quickly removed.

Interestingly, even in the radical transformation of the past year, whether it is the fast online trading platform, the free brand IF launched, the star wardrobe still keeps the entrance of the shopping guide, so it can be seen that even if the star wardrobe seems to be a big transformation of the fashion business platform, there is a beautiful saying that mogujie.com can learn from it, but it still keeps some vigilance in the bottom of the mind, and does not want to easily break the way. After all, it does not face the same as beautiful talk and mogujie.com. Ali A butcher's knife.

Since the D round of US $two hundred million financing, the star wardrobe has been very active in recent years. Compared with last year, the appearance rate on the variety show and some TV dramas has increased significantly. First of all, in the beginning of the year, he invested in the weekly broadcast of Hunan satellite TV, "love and shuttle thousands of years", and then came the title of Iqiyi's original variety show. This is not over. Even the big movie has their own figure. "Under the sun of Sicily" is even naked on micro-blog and flirting with the star wardrobe. Such frequent departure is very much like the beautiful development of the first two years. What's more, the promotion of beauty and mogujie.com in the same period has slowed down, and the scenes in various hot and variety shows have been shrunk.

　　 Star wardrobe Compared with mogujie.com, the current business model has some similarities with beauty, but there is a very big difference between it and beauty. Because there is no small Taobao's brand image constraint, the fashion wardrobe of star wardrobe is the best of these three, and has a better quality user group. Therefore, after the transformation, it is very firm on the road of differentiation with Taobao, not to do second Taobao or Tmall, not to make beauty and mogujie.com. Compared to Taobao's low quality and low price, and their core strategy is to make quality consumption, in fact, they are "popular quality products on Taobao". Designer Brand caters to mass consumption.

In order to control quality, star wardrobe and even do not accept agents to enter, only cooperate directly with the brand, which on the one hand put an end to the possibility of counterfeit goods. This strategy keeps the star's wardrobe's consistent tonality, and at the same time, leads to the highest entry threshold for 3M. The boutique brand and designer brand are easy to make exclusive. But how to improve the number of merchants and meet the needs of the general public's diversified shopping needs is a big challenge.

Star wardrobe launched IF did not carry out any promotion, low-key to the extreme. According to the inside of the star wardrobe, the reason why the IF brand is launched is not to make a fast fashion brand like ZARA, no one can get second ZARA. The birth of the IF brand can only be counted as a card for the star wardrobe to establish and integrate the production supply chain, and later it will be open to independent designers and other partners. This card almost confuses other competitors. This strategy of borrowing strength is more effective than the in-depth supply chain of beauty, and effectively reduces its own risk.

Compared with beauty and mogujie.com, the star wardrobe has always been a catch-up posture. Its popularity and influence are slightly weaker. Although the recent promotion efforts have intensified and the pace of transformation has accelerated, but even in the process of shortening the distance, even if there is beautiful talk and mogujie.com can draw lessons from trial and error, it also loses the first mover advantage. But it is worth affirming that in recent years, no matter how beautiful mogujie.com says about transformation, star wardrobe has always been sticking to its strategy. From this strategic transformation perspective, we should have a clear idea of the future.