Star Wardrobe: Fashion Must Combine With Brand

Similar to beauty and mogujie.com, the main function of the star wardrobe, which was first cut by the shopping guide platform, is to look at the collocation and direct the matching clothing products directly to Taobao platform.

Song Weilong, co-founder of star wardrobe, said that fashion is bound to be combined with brand. Many similar fashion clothes are mostly small brands or no brands, which leads to lower clothing prices, but the quality can not be controlled.

Seeing this pain spot, the star wardrobe builds its own supply chain to build an e-commerce platform, directly cooperating with domestic and overseas brand partners.

Unlike Tmall and Jingdong, star wardrobe provides marketing and customer service services to all brands, and provides them with logistics and payment solutions.

In addition, Song Weilong said that big data is the core competitiveness of the company, the development of three years has made the platform form a strong user and data barriers, which not only strengthens the competitiveness of star wardrobe in similar enterprises, but also makes it difficult for other new businesses to copy.

It is understood that at present

The number of users of App is close to 80 million, and the number of active users is about 5 million 400 thousand.

Large scale market

It can enable enterprises to become popular quickly, but how to achieve sustainable development is the key point for enterprises to think about.

Cheng Weixiong believes that clothing enterprises in the short term to win the market only need to achieve the highest point, such as the lowest price, the best marketing, the best quality and so on, but this is easy to imitate and surpass.

Therefore, enterprises should pursue long-term and continuous business philosophy, comprehensively improve their comprehensive strength, consider the cost performance of input and output, and their own profitability.

Otherwise, it will only be short-lived in pursuit of short-term effects, and will soon fade out of the market competition.

Unlike in the past, simply moving offline pactions to online, through different

In the 1 era of e-commerce, the 2 era of development represented by O2O, fashion has become the new change in the 3 era of clothing business enterprises.

Ma Gang believes that users pay more attention to experiential marketing from simple search products than prices to today's trend culture or opinion leaders.

This kind of consumption decision is led ahead of time, allowing consumers to pay more attention to the style and style of wear and clothing, rather than the naked price.

Cheng Weixiong believes that in the early stage of Internet business development, enterprises need to rely on a large number of financing to open up the market, even if they are in a state of loss, as long as they get enough market influence, they have certain right to speak and seize the opportunity of the industry.

However, if the enterprise does not have the unique competitiveness and brand culture connotation, relying solely on technology upgrading, it will be easy to imitate and surpass in the current Chinese market.

"For the star wardrobe, it is not difficult to replicate the pattern in the short term, so it is difficult to replicate the execution of the team."

Independent fashion analyst Ma Gang said that the star wardrobe App is connected with Tmall's entrance, and is involved in various variety shows such as star wardrobe.

Enterprises with similar resources are not the same, but how to integrate these high-quality resources to other enterprises can not become the key to differentiated wardrobe competition.

Song Weilong told the Beijing Commercial Daily reporter that in addition to external financing support, relying on platform advertising fees and brand commissions became star's wardrobe's main profit point.

Compared to the past Commission purchase income of 2.5%, the star wardrobe after pformation will raise the Commission threshold to 10%-30%.

"Electricity supplier cost structure includes commission, promotion, logistics, labor, technical services and other expenses, diluted profits lower, for ordinary electricity providers 5% commission income, star wardrobe up to 30% of the threshold is more difficult to imagine."

Ma Gang said.