Tmall'S New Industry: Online Customization + Offline Experience Store

Tmall clothing Responsible person Li Shujun said that the future direction of business is vertical. Online retailers + online customization + offline experience shop, Tmall will use its own advantages to help. Suit brand Develop O2O projects to provide consumers with more personalized products and more thoughtful services.

In essence, Wedding bird And Victor mainly relies on Tmall's traffic to introduce online custom customers to offline stores. If this O2O approach is adopted, Tmall needs to integrate. Garment customization A brand must first have a certain number of offline experience stores, followed by other considerations. Let's take a bold conclusion. Tmall chooses the brand standard of clothing customization.

First, there must be a shop on the line and a platform on the line. It is good for O2O grafting, online drainage and offline consumption on the Tmall platform to promote the rapid development of the custom market. After all, there is no market capacity, and all the good business models are empty talk.

Second, it must not be a traditional high-end customization brand. The traditional advanced customization brand has a long cycle, complex process, and needs fitting. Clothing industry The plug industry is out of tune with product requirements under the Internet. But the traditional advanced customization also caters for some special consumers' self actualization needs.

Third, it must be a customized brand with fast response, moderate price, short cycle and meeting the needs of consumers. The essence is to customize the light customization under the banner. Before the customized consumer group has not been fully matured, the custom industry is very deep.

Fourth, the customized brand that Tmall needs to promote must face the masses of consumers. Otherwise, the market is too small. Because of the high price, the miscellaneous process, the long cycle and so on, it will make the original small customization market more Niche, so it should be positioned in the mass market of customization.

Tmall + SAINT ANGELO online customization

　　 Wedding bird The official pricing of suits in Tmall's official flagship store ranges from 2590 yuan to 11800 yuan, mainly on customized fabrics. Most of the styles are sold at 0 at present, and some of them are sold in 1-5 pieces. Full dress Men's suit is set up in western style, the price is 2590 yuan, that is, the lowest price, a total of 14 sales (Figure 5, the first paragraph). It also shows that sales are mainly based on parity. Most online consumers are not rich and handsome, nor are they rich in the two generation or nouveau riche. They also point out the direction for further Tmall customized brands to further expand the customized market.

After the order is placed, the birds will be sent to the store within 72 hours. The image consultant will provide collocation guidance, and the designer will customize it according to the needs, so as to provide the best suit for the consumers. In addition to fabric and format, buttons and buttonholes, the color and texture of lining can be produced on demand and embroidered with name service. Each privately tailored suit goes through more than 300 processes and delivers within 360 hours. If consumers are not satisfied with the tailored suit, the brand will redo it until it is satisfied, and provide free dry cleaning service for the whole life. At present, there are more than 900 entity experience stores and more than 300 professional and professional teachers in Italy. Designer Through the promotion and drainage of Tmall, the wedding bird promotes the private ordering service of men's suit O2O by means of the flow of Tmall platform, and gradually cuts through the suits and shirts to achieve the private ordering of the whole category.

First, the design customization of customer participation. The traditional value creation mode of garment enterprises is losing its effectiveness because of isolating customers, and customer participation in the creation of garment value chain is the main competition mode of garment customization nowadays. It is also an important measure to enable customers to experience in depth, improve customer satisfaction and improve sales volume. Therefore, in the China Fashion Association's China advanced customization training class, the author put forward children's clothing customization, let children participate in related product development and design, through children's own painting, color description, outdoor activities, animation and other elements applied to children's clothing and other related products.

Second, there are physical shops. O2O Customized brand. For Tmall, the market capacity is too narrow to be sure. It needs certain scope effect and economies of scale. Therefore, the O2O customized brand under online and offline has become the first choice for Tmall to choose a customized strategic partner. Wired down shop O2O Customized brands can not only solve the problems that can not be experienced online, but also solve the volume service after receiving orders. Tmall is a perfect custom partner for Tmall. One is simple because of its low price. There are many more stores that can provide support for online customization. At present, domestic O2O customization leader Evo is also a good choice for Tmall.

Third, low quality brand with high quality parity and large market capacity. With the shrinking of high-end consumer groups, the cock wire group has become the main force of online consumption. On the market, the most basic feature of cock wire is grass roots. Compared with rich handsome, the cock silk group does not have much money, and there is no rich family background of the two generation. This determines that such consumer groups can accept high quality parity. about Online customization Brand, quality parity can attract more consumers including cock wire group to accept customization, and the market capacity is relatively generalized. Therefore, the traditional advanced customization brand may exist online, but for Tmall, it will surely choose the customized brand with high quality parity and large market scale that meets the consumer demand of cock wire.

Fourth, Red collar Will there be any spark in cross-border cooperation with Tmall? Will there be a red cat? Tmall Not to mention, people love to see flowers and cars. The author believes that such cross-border cooperation is feasible and is complementary to each other. Tmall needs a red collar to promote the Tmall platform. clothing Customized market development. And the red collar, which is more needed, because so far, the red collar should be more appropriate C2B2M business process, most orders from the B side, rather than the direct C terminal, although red collar has mastered big data to achieve intelligent production, but grasp more of body data, rather than consumer behavior data. If the red collar Tmall is strong enough to cooperate, it means contacting the C terminal directly, skipping the B terminal, and realizing C2M. Of course, the B terminal business platform, which was originally drained to the red collar, must have been upset.