How Does The Star Effect Become The Universal "Artifact" Fan Effect And The Actual Demand Of Consumers?

During the Spring Festival Gala this year, when Ruby Lin, Gigi Leung and Liu Tao sang after the Spring Festival Gala, they did not wait until the Spring Festival Gala was over.

The shop was drying out three pictures of the same dress, and the shopkeeper was tagging "customized and accepted".

Some people say that today is the economic age of idols.

In the clothing industry, the appearance of stars appearing in films, dramas, evenings and even streets has become another fashion vane.

In Hangzhou, focusing on entertainment and knowing what stars wear has become a required course for clothing practitioners.

But the electricity supplier launched the star with the same money, some consumers do not seem to buy it, with the Spring Festival evening Ruby Lin's same dress as an example, at present, most of the electronic business platform is "0 person payment".

How can we combine the fans effect with the actual needs of consumers? At present, there is a star effect of clothing enterprises, which effectively connects independent designers and target consumers, builds D2C platform, and opens flagship stores in the commercial complex.

This line of online interaction mode is being valued by the clothing industry.

China (Hangzhou) textile and garment industry design and creative center (also known as "China Art Center") is a comprehensive platform for the development and upgrading of China's fashion brands.

Zheng Nianhua, President of Art Center, entered the garment industry as early as 1996. In his own words, he is a witness to the development of the clothing industry in Hangzhou.

In Zheng Nianhua's view, people began to pay attention to the clothing of the Spring Festival Gala in 2010, starting with the 2010 Prada wearing the Chanel jacket.

The day after the Spring Festival Gala ended, Niu Li wore the same costumes at some Taobao stores.

Nowadays, the time for stars to go online is ahead of schedule.

In the Spring Festival Gala, Yan Ni appeared in the opening song and dance. The Taobao shop drying out the clothing photos and accepting the booking, and the factory rushed to work on the same dress for the night to prepare for the delivery.

Not only is the Spring Festival evening Festival, but there are many styles of clothes that are made up of stars and fire.

At the beginning of last year, a women's double faced fleece coats became popular items.

It is Fan Bingbing who drives this upsurge.

When Fan Bingbing appeared on a public occasion with a pink double faced coat and pink scarf, he instantly killed fans.

Hangzhou jokey

Song Jun, the chairman of the limited company, sniffed out the business opportunities. He gathered design power and designed more than 30 styles of double faced women's dress in the same category. The company's main brand, "Xi Zi he", was launched into the market last spring.

"We are a Hangzhou shop.

Quality, design and service are our advantages.

Song Jun believes that "follow the fashion of constantly innovation, and strive to create their own brand, is a way out for women's clothing."

Sun Huaping, general manager of Zhejiang spring wind far wins commerce and Trade Co., agrees with Song Jun.

Knowing the star dress is on the one hand, Sun Huaping often exchanges with designers, and according to his international exhibitions and international fashion trends conference to understand the international fashion information, so as to grasp the fashion trend.

Sun Huaping, who has been engaged in the garment industry for more than 30 years, told reporters that "one style of women's clothing may be on fire for three years.

In order to stand on our feet, we can only keep on adding new models, basically pushing them every ten days.

In order to keep freshness, Sun Huaping enrolled students from the Academy of fine arts and expanded the designer team to 10.

Online browsing offline experience

Or become

Data show that clothing accounts for a very high proportion in online shopping categories. Only Tmall occupies 70% of the apparel online shopping market share.

Influenced by the Internet +, consumer behavior and consumption trends have undergone profound changes. For garment enterprises, the demand for terminal consumers has also become fast and accurate.

Hangzhou has seen many Internet thinking clothing management models, such as Taobao red shop.

"Net red" mode is the concentrated embodiment of the use of fans effect.

There are big data shows that last year, "double eleven", Taobao every seven clothes, one is "net red" sold.

In late December last year, after a few months of suspension, Song Jun's "evening Dutch" women's clothing shop resumed operation on the Alibaba 1688 platform and became a member of the "Hangzhou industrial belt".

The entity store started in its prime and had more than 300 stores and counters in the country. It was hit by the electricity supplier, and now it has shrunk to less than 100.

Song Jun said that the physical store should be "able to live in isolation". Now he looks forward to leveraging the electricity supplier to realize the pformation of enterprises.

Song Jun as early as 2008 before and after it has "touches the net", registered in the 1688 integrity of the shop, hoping to walk online and offline two legs.

During the actual operation, Song Jun found that if the price, operation and other aspects were limited, if the coordination was not good, the "two legs" would become "two hands fight each other".

Song Jun bluntly said that compared with other women's clothing brands, the pformation and redevelopment of the electricity supplier at the beginning of "Xi Zi he" was not very successful.