Dream Bazaar'S Latest Strategic Exposure: Relying On O2O And Cross-Border Break?

A few days ago, the management team of Byron.He and the executive team of Meng bausa carried out in-depth communication with the actual controller of the billion state power network and the dream bazaar group.

According to Byron.He, dream bazaar will create a trinity ecosystem of brand, supply chain and its own channel.

Brand is still the core factor.

In the process of communication, Byron.He said that the reason why the clothing road group favored the dream bazaar was that the bazaar is a very good platform from the clothing industry personages, and has always been committed to fashion products from the beginning of its creation, hoping to be an e-commerce provider of Chinese clothing brands.

"Dream bazaar has more than ten brands, all created by itself."

According to the billion power network, there are more than ten garment brands under the clothing road group, and now it is gradually introduced into the dream bazaar platform as its own brand.

Of the more than 30 brands currently sold on the dream bazaar platform, 80% of its own brands and 20% of the third brands.

Dream bazaar believes that at the present stage, private brand can guarantee consumers to buy good quality products.

Byron.He also pointed out that the strong supply chain strength of Yi Lu Group will provide support for the dream bazaar.

"The real mainstream companies are in the supply chain.

Garment road has been engaged in the global fashion supply chain management for decades, from raw material procurement to design and manufacture through the industrial chain.

We have the capability of global sourcing and management, and we have the capability to provide affordable clothing and tens of thousands of styles per year for the wider public.

In addition, the dream bazaar platform has set up a designer channel to serve customers at a higher level of consumption ability, hoping to provide customers with different styles of clothing.

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In the future, bazaar will attract and help fashion designers to create and promote their brands on this platform, and to some extent become a hatching platform for clothing brands.

In addition to upgrading at the brand and supply chain level, today's dream bazaar is also very open to external channels. It hopes to contact consumers through various channels and open all major integrated e-commerce platforms.

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The collection shop is also actively laying down the line.

Not in dream bazaar.

We need to talk about the whole channel.

However, in order to better grasp the overall style and development rhythm of dream bazaar, the dream bazaar will focus its efforts on the operation of its own channels under the online and offline channels.

Big shop and small store depend on O2O?

Recently, dream bazaar opened the first large offline store in Nanjing West Road, the most prosperous part of Shanghai, and formally launched the O2O mode of big shop plus small store.

Byron.He explains that the main reason for the opening of the dream shop is to enable users to truly perceive the products and quality of the dream bazaar, and is perceived by the customers in the same context as ZARA and UNIQLO.

"Come to dream bazaar's digital experience shop, touch the fabric of your own hand and feel more truer, more confident, and promote online sales," he said.

The new shop area of dream bazaar is more than 1200 square meters, and can be counted in the clothing store.

But Byron.He pointed out that such a scale shop can only display the dream bazaar line 1/10 products.

In order to facilitate the purchase of users, the dream shop's offline store is fully connected with online.

Users can buy online in the store, and choose whether to shop at home or deliver goods to the home.

But dream bazaar did not disclose the next step of planning for the opening of the giant line shop.

Although Byron.He says many of the city's high quality business districts have invited dream bazaar to open shop.

"Dream bazaar's plan is steadily advancing. We will analyze the speed and area of opening the shop and the scope of coverage according to the big data system."

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Billion power network understands that apart from setting up large stores in the prosperous areas of first tier cities, dream bazaar is still planning a small store mode.

Dream bazaar is likely to start a small shop like a lingerie shop in the future. It may be self - run or join the route.

"But in our underwear store, we can also sell other kinds of fashions.

It can also undertake online order replacement and other services.

For example, a man feels that it is inappropriate for a dream bazaar to buy clothes that can be returned through our store. If you want to change it to your wife's underwear, the shop can also make up the difference for the user.

The "shop" of dream bazaar does not necessarily only exist in a second tier city.

Dream bazaar believes that consumers in the two or three tier cities also have certain purchasing power, which is also a very important customer base for bazaar.

Internationalization route introduces new elements

In addition to expanding online channels and distributing offline channels, the dream bazaar also has a richer product line through the introduction of overseas brand resources.

It has been reported by the media that as early as March this year, dream bazaar began its international layout and launched the international business channel, the US Pavilion, hoping to add the vitality of the dream bazaar by introducing globalization elements.

The aim of the pavilion is to drain nearly 100 US offline brands.

Among them, the middle end price brand will account for 60% of the proportion, and the high-end and low-end brands will account for 10% and 20% respectively.

The reason why the global layout started from the US Pavilion is the dream of bazaar's parent company, clothing road group.

The group is headquartered in the United States, and has more than 10 clothing brands besides raw materials in its procurement, design and production.

"Dream bazaar can make use of the resources advantages of garment road in the US market, and better attract local brands to the dream bazaar platform."

Yuan Ping, the third party platform business center VP, who focuses on investment, said, "on the basis of the success of the US Pavilion, dream bazaar will also open the European Pavilion, the Asian Pavilion and so on."

In fact, Byron.He does not like crossing borders.

The concept is that the world is flat.

The future goal of dream Bazar is to become a clothing platform on the international stage.

Inside the dream bazaar, there is a common goal: the dream bazaar not only needs to import the foreign clothing brand, but also will sell the Chinese clothing brand in the future.

The dream bazaar will also push its brand to the international market in August of this year's 2015 international fashion exhibition in Las Vegas, USA.