Lin Qinghua: Strive To Be Inexpensive And Let Users Get Rid Of The "Taobao Flavor"?

Ben stamped on the move.

The tide's star wardrobe is also lucky to catch up with the cross-border electricity supplier.

As CEO Lin Qinghua said, the escalation of user demand drives star wardrobe to cross the road.

At present, the overseas brand of its platform has accounted for 80% of the total.

"In the past ten years, the fashion consumption of young women in China can not be separated from the word" Taobao ", but it has also brought" Taobao flavor "to their clothing.

Ma Yun's most successful place is to lead the habit of online shopping in China, and also to lower the fashionable taste of a whole generation of Chinese women.

But consumption always needs to be upgraded. Star wardrobe hopes to lead consumption through fashion, hoping to bring everyone back from the bend.

Lin Qinghua talked about the 2015 billion mobile commerce annual conference.

Although many people think that fashion clothes and accessories are difficult to succeed in the cross-border mode, but in Lin Qinghua's view, the difficulty is just the opportunity for the star wardrobe to set up the threshold of the industry. If we can keep innovating and never forget our original mind, we will not be surpassed.

The ultimate goal of the star wardrobe is to make "good goods not expensive" and make a small ecosystem.

Star wardrobe CEO

Around the positioning of star wardrobe, business logic and operation mode, the world clothing shoe and hat net and Lin Qinghua conducted an in-depth discussion.

Reporter: now we label the star wardrobe including "mobile electricity supplier", "fashion wear", "sea wash", "cross border" and so on. How do you position yourself?

Lin Qinghua: Mobile, fashion, these two no doubt.

In terms of mode and process, we are not Hai Tao, but also different from cross border electricity suppliers who use bonded warehouses, make goods and sell labels.

We make clothes as a non standard product, which is a platform for direct cooperation with brands. However, we choose and operate products to provide them with logistics and payment solutions. After the user orders, the brand will ship to our designated warehouse, and then we will be responsible for it.

Our position is to be a popular commodity in the world. The whole world means not only overseas, but also China.

At present, in China, we are looking for some popular brands and tide brand cooperation. In the world, we are selecting products that are in line with Chinese aesthetics, popularity and quality.

We have a demand for overseas brands. We hope that the products must be of good quality and fashion. The second quality must be better. We have a special quality inspection department to test the products of every cooperative brand from fabric, craft and so on. The third is the high cost performance, because we are facing the fashion of the masses, and the clothes that we want to sell are too expensive.

At home, we will choose some small and beautiful brands. He has a good sense of design, pursuit of quality and high cost performance, so we will not refuse.

In fact, there are still many such small brands in the whole Taobao.

On the contrary, we don't want to be a big Amoy brand. I think he is too backward.

Of course, overseas brands are our dominant brands in the future, accounting for about 80%.

Our goal is to make two thousand brands. That's enough. Too many bad recommendations, we need a lot of positions, too little to let users find the style they need.

Reporter: Star wardrobe initially do shopping guide, later began to build self supply chain, and do business by itself, but now from the product display, shopping guide still occupies a large proportion. How do you deal with these two parts of business?

Lin Qinghua: we will get through in the future. We will not do the shopping guide in the future, but it will take time.

It takes time to build a supply chain of so many quality goods. If we rush to cut it all up and fill it with money, it is very hard to please.

Of course, my traffic is limited. Every day, four million five million active users, maybe three million of them have gone to other platforms, and my own business has been reduced. This is very clear to us.

But user experience is the first thing. It can not be said that users are coming to nothing.

When we sign enough brands, have enough SKU, and the entire electricity supplier system is more perfect, we will not do the shopping guide.

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Reporter: very few cross boundary importing electricity suppliers make such non-standard garments, because they are very difficult.

Star wardrobe is neither completely self nor open platform. What is it done in selection and operation?

Lin Qinghua: every brand we have an operation Commissioner to take charge of. The two thousand brands need at least 150 people to operate, so they have to communicate well with each other.

There is an elimination mechanism for our product recommendation. If the brand is not doing well this year, it will surely sink. We will not recommend him.

In this way, every year there will be a wave of elimination and a new wave of coming to power.

We don't have to be loyal to any brand. We choose their products.

Therefore, for us, investment is a long-term matter. It is impossible to recruit this year.

I said two thousand brands would be enough, which means that this is a balance point, because 10% brands will be eliminated every year, and new brands will continue to be added.

If you sell poorly, you will be eliminated. If you sell well, we will increase the recommendation.

Operation must pay attention to, operation includes customer service, including how to recommend, including your technical recommendation and manual recommendation, including your operation ideas, including the service between your brands, this is a little heavier, but this is precisely the threshold. If the mode is too light, shopping guide is very light, you need nothing, you can do products and technology, but anyone can copy, if I can make this piece heavier, I can provide a particularly good user experience, this is the threshold, and later it is very difficult to enter.

Interviewer: when they sign a contract with overseas brands, will they ask you for any restrictions or restrictions? What will the star wardrobe attract them compared to other platforms?

Lin Qinghua: more than 95% of overseas clothing brands have not entered China, especially those small and medium-sized brands. If they want to enter China through traditional channels, it is unrealistic to choose these big business platforms such as Tmall and Jingdong. It is also very difficult to not throw money into the market. Who will operate for you? Who will serve you as customer service?

Foreigners do not want to do so much work, but because Europe and the United States.

In the recession, he attached importance to the Chinese market, but sometimes he felt it would be too lazy to do it by selling 30 million yuan a year.

So we must provide him with a special way to save money.

And we give him a simple, low risk channel, he is only responsible for providing products, shipping, we do business and everything else.

It can be said that the current Chinese clothing business operators do this model on our family.

Many overseas brands have signed exclusive agreements with us in China.

In general, we will provide them with a three year cooperation plan, which is equivalent to formulating a growth plan for them.

We have an annual advertising fee of four or five billion, which will be promoted through various advertisements and activities, and will make them more famous in China within three years.

If you choose me, I will give you a good tune. We are very sincere. After hearing it, he feels very reasonable. At present, there is no other China more suitable than me.

Three years later, I allow you to solo or choose other platforms, because three years later I will not be afraid.

Users are accustomed to it. As long as I put the impression of "gathering the global trend brand" in the minds of users, he knows that what we sell is good and inexpensive. It is scouring around the world and recommending it with professional vision and data matching ability. He will choose products from me instead of having to follow a brand.

Of course, we have been exploring for a long time with our overseas brands.

Their services must be done in order to solve problems, such as encountering consumers' consultation, jet lag and language barrier, all of which need to be dredged in the middle. Finally, these problems will be returned to the branding providers by specific plans, so that they can do better in China.

Reporter: there are quite a lot of mobile providers in China. The cross border mode and overseas brands may be different from others. What else do you think the star wardrobe has?

Lin Qinghua: we didn't play with any tricks, such as letting users play. I think that's a lot of thought. Users didn't have that idea. At the very beginning, we verified it.

What we need to do is the global fashion street shooting. Users can learn collocation if they see it, and then give him a channel if he wants to buy it.

In the past, we did shopping guide, chain to Taobao, Tmall, but many of them were Shanzhai, bad quality, hurt users, not reaching our initial intention, so we began to build our own supply chain, so as to ensure users' "WYSIWYG" and good products, which formed a closed loop.

At present, we have comparative advantages in two aspects: first, the user has come up. In the past three years, we have guided the shopping through the collocation and accumulated the users. This is the core. Second, we have accumulated a lot of experience in the operation of the clothing category.

Why do many cross border electricity providers not dare to make clothes? Because clothes and cosmetics are not the same, cosmetics are easy to know which are explosions. For example, you see that the United States sells well, that is, explosive money, you can easily catch up, but clothing is not the logic of explosion.

In addition, on the mobile phone side, search is absolutely not the main thing, it should be recommended.

We don't need too much SKU, nor will users become popular. It is enough to recommend fashionable and quality clothing to young and fashionable users.

Therefore, quantity control is the key.

When it comes to fashion, it's easy for us to think of "fast". Many users (especially female users) want to wear their clothes immediately if they want to buy clothes. If they wait too long, the excitement may be over.

The star wardrobe adopts cross border mode. After the order is shipped, will it not damage the user experience?

Lin Qinghua: logistics is what we have been optimizing.

At present, under normal circumstances, it takes about 7~12 days from the user's order to the receipt of goods, much faster than the sea.

Unlike overseas direct mail, we have professional service in every link. We require the brand to deliver the goods to our designated warehouse within 24 hours after the user orders, which must have been shipped back to China within two days.

Now, we have cooperative warehouses in several major overseas cities, such as cooperation with SF in Korea and Japan, and cooperation with China Southern Airlines in Milan, Paris, Melbourne, London, New York and Losangeles.

They can deliver every day, and a special customs clearance company is responsible for clearing the customs. After entering China, it will be sent to the customers by the courier, such as Shun Feng or Yutong.

The whole process is quicker and more standardized than Hai Tao.

In addition, though we didn't pick up goods at the beginning, but as our data analysis ability became stronger and stronger, we could be sure which styles would sell well, so we could try to pick up the goods.

For example, there are five hundred brands of this brand in autumn. We choose one hundred, and think that it must be sold well. This will have two advantages: first, a large number of purchases can get a very low purchase price; we also have price advantages when we sell them; two, logistics is faster, and goods sold to our designated warehouses are eliminated.