American Brush "Sense Of Existence" Is Still Not Personalized Enough.

For 2 consecutive years, it has been known as the "wonderful flower" video program, which is very popular after 90 years. This summer, Li Yifeng, the 90's idol, is invited to become a spokesperson.

But relying on this alone is not enough to pull Baron back to the consumer bill after 90.

Playing the "fan" brand actually reflects the change of thinking in the innovation of the United States.

One of the design ideas of a fan is that every consumer can become an operator on the "norm". If you are asked to pay the bill, you will get the corresponding income sharing.

This is obviously a reference to the past beauty and mogujie.com model, and joined a similar "micro business" promotion form.

The main pain point that fan tried to solve was that consumers were confused about dressing and matching but could not get effective advice.

However, this still hasn't really realized the customization feeling similar to Zara.

The generation gap between the US and the core consumer groups is still widening.

In a series of "Gingerbread" O2O shows, there seems to be a hint of foreshadowing, which is the discovery of big data from experience stores and App.

Demand.

This is quite similar to the information collection that Zara used to do in a direct store. "Every store manager of ZARA owns a specially customized PDA. Through this PDA, they can place orders directly to headquarters."

Only through big data, rather than artificial, will more accurately judge the trend of wind and demand.

The United States is still working hard, but efforts need more money.

In July 1st,

The 1 billion 87 million shares of the company have been issued in private, and are expected to increase by 9 billion to boost O2O.

In the 9 billion use planning, 2 billion 500 million yuan will be used for the construction of the "intelligent manufacturing" industrial supply chain platform, 6 billion yuan for the O2O all channel platform construction, and 500 million yuan for the construction of the Internet big data cloud platform center.

The key is actually intelligent manufacturing, but the United States does not elaborate on this. It seems that it will be able to measure the user data returned by the O2O channel through the big data, understand the fashion trend more quickly, and quickly promote product updates, so as to realize a thinking mode of the Internet age - rapid iteration.

In fact, this is the Zara fast fashion mode.

Expression, how can intelligence be made?

Then, through the "intelligent manufacturing", we quickly realized the customized demand of consumers, so as to get rid of the extensive supply bottleneck which could only choose mass production to meet the basic needs in the past stages of American bond. In the past, tailored tailoring shops were revived on the Internet, and ultimately, like Zara, to achieve limited supply and low inventory.

If successful, the United States's existing offline stores will completely replace franchisees and become "fitting rooms" and "logistics centers", and of course bear some data collection functions.

And indeed, the Chinese version of Zara, which is preoccupied as "Internet tailor" by Zhou Chengjian, will really be revived.

As for the power of designers, it can be bought. It is not difficult.

The real difficulty is how to judge the complexity of big data and how to change from "what I think users need" to "what I want to provide".