How Deep Is Taobao'S Water? What'S The Impact On Fashion Industry?

In the whole nation

Today, anyone can bump into a huge explosion on the road.

I just saw one of the stars on TV.

For hours, even in minutes.

It can generate countless pages.

And when you (though we hope not you) flattered it, and couldn't wait to open the express to the street, have you ever wondered what kind of impact it will have on the fashion industry?

Explosion 2 era: small crowd can also be hot.

Not only high-profile animal heads and rivet shoes can be "exploded", but low profile like ThomBrowne stripes can also become a phenomenal explosive element under the help of stars.

Although it has long been a frequent patron of street filming, the first real pmission of "ThomBrowne stripes" is in 2013, when the hero, "all professors" from the stars of the Korean drama "you from the stars", wore the gray cardigan, and the result page of the "ThomBrowne" displayed on the same photo on a Taobao after a while.

A shopkeeper who has worked in Taobao clothing shop for five years has told reporters: "at present, I still have this dress in my shop. But after the wind of the show, we changed the name of the commodity. At present, on the shelf, it is" Li Yifeng same money ", and also put on his picture, which is better to sell.

"Shawn Yue with the Feather Necklace", "Edison Chan with the tide brand low crotch pants", "Quan Zhilong color frame sunglasses", "Wu Yifan cashew hip-hop baseball cap"...

The star in the dark has become the initiator of the "explosive industry chain".

"Maybe the clothes from the same factory and the same clothes are likely to be bought by more than 10 stores at the same time, so it's not easy for you to see the sales figures of the monthly sales of ten thousand under a single treasure, but it can be called a phenomenal level if it can be called a bomb.

The shopkeeper said so.

In a physical store, the way to achieve a paction must start from the store, but when we use Taobao's collection of electricity providers, the single product becomes the main entrance of the flow.

Logically speaking, from the business level, it is understandable to make every effort to operate and package a product.

And Taobao provides a complete flow, residence time and consulting rate data form for merchants, so it can be said that every burst is born in a complete set of masterpieces under the precision system.

Please add the name that you think is the most suitable name for the airport look.

Search for "how to create baby explosions", and you can read hundreds of different pages on Baidu.

But the online shopping platform is dead, allowing the phenomenon to truly "live" and the core needs to return to the stars.

Like Quan Zhilong, Yang Mi, Ni Ni, Angelababy, Gao Yuanyuan are the most common names on Taobao's "two characters" before the same term.

Their image is not known for avant-garde, but it is precisely this referential nature that suits most consumers' tastes.

"In all kinds of photos, I still prefer to buy products in airport photos. I think they are very good looking and are not exaggerated. They are equal to selecting and matching for me, so buying is completely convenient."

A trusted star and consumer for many years told reporters, "seeing a good and stable shape is more favorable to the brand he chooses."

This kind of psychology is caught by some brands. They try to take the initiative, cater to the public taste, create their own explosions, and take a bit of initiative from Taobao.

For example, the well-known fashion brand actress launched the handbag style that was sold out quickly, although it was only careful to test the water version from the output, but it also showed that the brand was trying to get the real benefits of the star exploding effect more on itself.

Gradually, it is possible to be put on the body by the handful of "exploding stars", that is, the aesthetics and design of the potential of exploding money, which has influenced the creative thinking of the brand design team from the source, and then the purchasing vision of the buyers in China has changed the appearance of the new shelves on the store.

Yes, it can be said that every time you add a shopping cart on a treasure, you are clearly perceived by the creative director.

Everyone has endless words about exploding money.

In addition to the "exploding workers" who are active in the front line, the reporter also launched talks with media people, consumers, brand PR, buyer's shop, and "plagiarized independent designer".

"It's fake in my shopping cart," local designers said.

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The independent fashion brand Shushu/Tong, established by the returnees, Lei Liu Shu and Jiang Yutong, has been well received.

In January of this year, more than 2 million of micro-blog fans' Red Star Network released a micro-blog: "bought a brand of domestic designer clothes, feeling pretty good", with a self portrait of a Shushu/Tong denim jacket.

Lei Liu Shu said that the jacket was first sold out quickly in LAC, and a few days later, the same section was distributed throughout Taobao.

Lei Liu Shu: "if the price of Taobao is particularly low, I think there is no comparison between fabric and technology."

Because our customers are not the same, but what's more annoying is the fake purchase and so on. The price is almost the same as ours, and there will be friends who do not know the truth.

"Before a fashion blogger wrote an article in the public address and mentioned us. I saw several messages below:" the original dress is Shushu/Tong, and it was fake in my shopping cart. "

If the price of Taobao is particularly low, I think there is no comparison between fabric and craft, because our customer base is different.

Things in the fashion circle really need to be popularized outside the circle. It takes a while to train them.

"But I think the problem discussed today is mainly in the consumer's sense of authenticity. I feel that one day we think that when we download music from the Internet, we should pay for it. There will be very few people who buy fake fashion.

Many people may not feel that this is a violation of others. "

"No voice is more terrible than negative voice!" -- brand public relations.

Reporter: tell me about the star effect you understand?

XY: there is a certain degree of weakening of the star effect, not only because of the speed of social media, but also by the influence of more KOL.

But even so, from the perspective of brand, it is still in the state of being unable to cooperate with stars. The reason is that stars are irreplaceable, such as the existence of stars or the presence of topics. They are relatively long in the public eye.

In terms of brand names, selecting stars that are just getting up and getting red will be a long-term strategy just like buying potential stocks. With a good expectation, we hope that the stars will become more and more popular to drive the brand's voice. For example, Xun Zhou and Chanel may be an interesting example in the early years.

Now, for China, brand is a passive state when choosing stars, while judging the fans of celebrities. Some brands find it hard to find local stars who can perfectly interpret their brand image.

There is no choice but to make a choice.

Therefore, there will be a more chaotic situation.

Reporter: the star and the same brand also promote the sale of genuine and imitation products. So, in recent years, the brand implants which are too much and too deliberately aimed at the popular and just rising people are disgusted with the brand. This accusation came from the masses. Does the brand feel the star effect and the negative impact of the explosion?

XY: for negative effects, the present market is more silent than negative voice, which is just like overseas. If an individual has no credit record, it is equal to a bad credit record.

In addition, everyone has their own views on the judgment of negative effects. Many new generation stars are more extreme in public opinion, divided, take over account numbers and endorse brands. Their fans are too happy to be happy. What is the negative opinion leader's opinion?

XY is a base international brand PR in London.

"Real money can't be sold more than counterfeit goods".

In 2012, the local fashion buyer shop founded by Xiao AI, the creative studio "DressingforFun Jersey", is located in Chengdu. It is one of the few well-known young brand buyers in China, including J.W.Anderson, MarquesAlmeida and other local works from SANKUANZ and KKtp.

In 2013, DressingforFun officially opened Taobao shops and set up online shopping channels.

Xiao AI: objectively speaking, even if the real goods are exploded, they will not sell much more than fake products.

We do not expect the so-called explosion in our store. For us, if the price is not too high, the single item will be sold to ten pieces, and the high price of the single item to 4-5 will be a lot.

Setting up our own Taobao shop is a more sales channel for us. In order to take care of customers' consumption habits, we will find customers in search of brand besides the part that coincides with the entity store customers. The customers who search the brand will care more about the fake goods, and doubt whether they are genuine or fake.

Here is also a problem. Brands need to let consumers know which places are officially authorized agencies. Can the brand's official website query stockist?

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Reporter: and similar to the explosive price of similar models, easy to buy basically only the fast fashion of those brands, China itself does not have a counterpart brand, so cheap and save money to become a product of such a fault.

Before seeing the designer who was plagiarized said in the interview, "from the economic point of view, I can understand the customer's purchase of imitation money, but I do not agree with it."

Xiao AI: the buyer's shop is a buyer that has been selected once for the customer, so the goods have a selection of cost and value.

If we do a good job in the choice of goods, even if the price of our products is higher than Taobao, we can still make customers feel "expensive truth", and then combine the quality of the authentic products to make the customers feel the value.

When we introduce products, we do not emphasize whether this is a domestic or foreign designer, not to mention a certain star, or to make the product itself prominent.

Of course, foreign countries will have the same money and imitation money, but I personally feel that the situation is more optimistic than domestic.

Therefore, to really put an end to this phenomenon, we still need to raise public awareness of fashion, brand and authentic goods: "we do not want to buy a lot of fake goods at a time, but rather save money to buy a real product".

Reporter: so if the fashion media not only tell you what is popular this season, it will also explain why it is popular, or there is a core value in the media gene to continuously display the complete style and story, and also help readers consciously choose basic funds, classic models, and establish a brand suitable for their own style rather than drift with the tide.

"Or do you want to play IP?" -- the network size.

Dark clouds dress up: the other day I found a designer in Sanlitun on Taobao. They designed two women's clothes called "black cloud dresses"... I don't want to agree with such a design.

To some extent, it is also too arbitrary to set up a IP (though I do not want to say that my public number is IP).

Explosions are not practical, not even to make themselves more special, that is, others have my talents, and I feel relieved when I buy them.

Bursting money only allows buyers to enter a psychological, virtual culture organization.

Reporter: "IP", for the shopkeeper, is also to create "search keywords"? This is probably another explanation from the perspective of "star effect", which explains Taobao's single product logic, in essence, is to catch the popularity of a commodity itself.

The new generation of "exploding money" has been recognized as "only suitable for taking pictures". The social significance is greater than the real meaning. It can be said that buying it and rushing to a new restaurant to grab a meal is a similar concept: take a meal and take a picture. The quality of being proud of the product is actually not taken seriously. The cost is not willing to pay, resulting in "explosion" and "imitation".

Black cloud Costume: a well-known media man, the owner of WeChat's public account.

How deep is the pit?

In the second half of 2014, some Internet red men introduced videos to introduce new products.

In today's new video, apart from detailed features and basic introduction, Taobao sellers even even compare their original products with their products in their stores. Shoes are even equipped with original soft hardness testing and performance testing.

The new wave of "burst money" has been fermented.

2016 was the thirteenth year when Taobao was founded.

In the field of clothing, its appearance and popularity have profoundly changed the fashion form and even the fashion industry in China: the power of its powerful forces has undoubtedly become a consensus from the total sales volume of the "online shopping festival" which has been increasing year by year to the traditional online brands that have joined the traditional retail brands.

However, at a glance, the outstanding performance of these data is not as impressive and convincing as those that we can easily encounter in the street, or you may also own one. You know, "explosion" is more representative and persuasive -- they are popular, fermented, and iterative, bringing Taobao and its fast manufacturing, big market logic and aesthetics to everywhere.

For the industry system, the previous "fake storm" should also prove the great power of Taobao's possible role.

In July 2014 and October 2015, the French luxury group, which owns Gucci, SaintLaurent and other brands, opened the cloud two times to prosecute the Alibaba group, pointing out that its Taobao network was aware of the selling behavior on the platform, and encouraged and even helped to make profits.

Since then, after a series of vague comments on "our group also pays attention to protecting the rights of private enterprise shops", according to Bloomberg news, in June 14, 2016, Ma Yun put forward the argument that "fake quality is superior to real products" quickly fermented on the Internet.

It is not a fake that destroys the real product, but a new business model.

The same factory, the same raw material, but not the real name. "

Ma Yun's "foundry products" mentioned here are often less than half the price of genuine products. Even though they have been cut and labled, the next level shops have already explored the way and speculating from them. The further dissemination of logo as a trigger has undoubtedly impacted on the price system of luxury goods.

At the same time, "black cloud costumes" also put forward to us: "some time ago, I was Tucao said that intellectual property rights awareness is too strong, such accusations only exist in China. Protection of things that should be protected is natural and reasonable. Do I still want to carry the original stuff up?" he continued, "I still insist on my point of view, from the direction of pmission, the star's airport wear is basically carefully planned, and what brand and how to match are all rushing to the blast.

If such a setting is logical, we will discuss the matter in the sales link of Taobao, rather than the design aspect of clothing, because sales process will inevitably lead to piracy and imitation.

For brands, it may be a good social networking case, but for intellectual property rights, "Taobao explosion" is ultimately a vicious event.

By sponsoring the stars to dress, the fashion designer actively planned the birth of the explosive money, which seemed to occupy a favorable terrain on the chain of explosions.

Yes, this really creates a dream for the young men and women who are in front of the TV or with their mobile phones. But in the end, the reality is often a fake, which is actually a loss to the brand value.

Perhaps the luxury industry should be a little more rational and find the people who really belong to their own words and understand their own utterances rather than marketing them.

In addition, when it comes to the future trend of the explosive money, the situation here is not optimistic.

According to the "China consumer trend report 2015" released by Taobao's official first financial business data center at the end of last year, trading information in the past five years shows that the operation mode of building "explosive money" has gradually declined and meticulous operation will take the place of it.

This sounds inspiring, but it is only a matter of fact that it means that "explosion" is a hidden danger from the narrow sense to the broad sense. From the earliest stars, the big brand Shanzhai to the "fake original" and "fake generation gap", and now, under the guise of "independent designer studio", it has stolen the examples of small brands, or the words "beautify" for the shops that you have improved repeatedly.

The official attitude of Taobao also tends to be vague. At the same time, a series of controversy about "Taobao is not fake" fermented, Taobao also busy to create its own appearance: in 2015, Taobao launched the "new force week" activity with the "new world's largest Internet costumes". In 2016, it invited second people to vote for the "90%" red label with the "personality" label for the Taobao merchants, and to create a new fashion week like schedule.

Of course, there are naturally new and interesting designs to meet consumers, but there are also many people who have no choice but to muddle through.

This is what we call "shame" being replaced by spirit, which is more frightening than the shame itself.