"Buyer Shop" Ushering In The Spring, Tmall Helps Buyer Shop Designer

In August 23rd, the "2016 Tmall buyer shop fashion Salon" hosted by Tmall fashion was held in NASH fashion design training center, Kangtai, Shanghai, around the "consumer demand".

The key words of "business logic" and "the essence of a buyer's shop" are discussed.

With the increase of information output channels, consumers have more and more information contact. They capture various kinds of information through fashion vertical platform, self media and social networking, and gradually establish their own cognition of brand demand.

Personalized consumption has become a trend, which is undoubtedly a catalyst for brand development of styled buyer shops and original designers.

According to the conventional way of thinking, we should welcome the rapid development of the original designer brand, but the fact is not the case. There are still many pain points and difficulties.

At the meeting, the designer of Tmall clothing and jewelry accessories, Meng Gu, revealed that through the data analysis, the platform found that the personalized demand of the rapid growth of consumer demand has not been satisfied, and the market is showing an unsaturation state. On the other hand, some designer brands are still looking for more opportunities for survival and development. They are faced with the problems of capital, supply chain and market operation.

In recent years, the form of retail outlets under the rise of online buyers has injected a more professional fashion mentality into the minds of consumers. To some extent, it has provided a solution for the promotion of original designer brands. However, the fierce competition in commercial real estate and regional limitations have restricted its development.

Therefore, it is a problem that designer brand and buyer shop need to solve through reconstructing the channel structure and building the ecological chain of "designer buyer shop - retail terminal buyer".

How far is it from design to realisation?

How far is a good design from a commercial product? The distance between capital, marketing, marketing, supply chain and so on is poor.

"We do not lack designers with strong design ability, but designers need to understand the market."

Ni Yaqin, the director of Shang Street (Shanghai Textile Group), has a deep understanding of the common pain spot in the design brand. She disclosed that there were not hundreds of designers in Shang street, but from the product line, each designer can produce only forty or fifty products per season, and the number of products produced in each section is fifty or sixty.

Small production makes procurement cost higher, and products can not be marketed.

This is just one of the problems designers face, with fourteen years of designers.

Experience, Cherry, senior lecturer of fashion design course at Nash fashion training center in Kangtai, admitted that talented people but poor business is the survival condition of many designers. They can continuously design excellent products, but they can only realisate their order by participating in fashion week, two seasons a year, and continue to develop products after funding is in place.

Although the introduction and rise of the buyer's shop in China has provided some promotional and marketing channels for the original designer brand, the rapid development of the Internet has undoubtedly caused some impact on some buyers and intermediaries.

Coupled with geographical constraints, a single buyer shop has limited radiation coverage to the region, which requires buyers to have a deep understanding of the core consumer preferences, or else it is difficult to accurately organize the store's product structure and brand structure.

Even larger department stores had a bitter experience of closing shop.

At this time, the choice of touches, line and offline channel reconstruction, O2O way to reduce operating costs, the promotion of all channels may be buyers and designer brands out of the difficult way.

Who is paying for designer brand?

With the change of fashion cognitive attitude and the improvement of its own aesthetic level, consumers have begun to disengage gradually from the shopping habits of the public, and gradually become the pan 90 after the consumption main force. Compared with the previous consumers, their consumer brand vision is more open, their self cognition and positioning are clearer, so the demand for the brand is becoming more and more diversified.

At the same time, they are more willing to contact more choices of clothing and accessories through the Internet. This provides opportunities for more personalized and original brand designers and styled shop buyers.

According to online consumer buying habits and paction data, the shopping guide factors of different consumers are not the same. Quality, price, fashion and fitness are also different in the minds of consumers. According to these dimensions, Tmall clothing will divide the consumer into four categories.

The first category is the tide maker who stands at the forefront of fashion.

They follow closely the fashion trend and have a very clear understanding of the products they want to buy. They are not only LOGO brand names, but are fond of the brand with fashionable personalization characteristics. These people have the highest consumption frequency, but their demand is not fully satisfied even if the Tmall brand service platform is first entered by the brand.

The second category is quality users.

They have a strong brand loyalty. Compared to fashion, they value quality and service. At present, the domestic brand structure can basically meet this part of consumer demand.

But recently, this part of consumer demand has begun to change. They are concerned about brands with both fashionable attributes.

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The third category is the pursuit of effectiveness.

They are

The demand for the version is very high. The thin and good-looking is the first element of their purchase, while the sensitivity to fashion and quality is lower than that of the former two.

The fourth category is male.

They are spending less on their own demand and are less affected by other factors.

As a microcosm of brand structure, from the current Tmall platform, consumer demand growth is still faster than brand development, and the satisfaction of this part of consumer demand is the opportunity of original designer brand and buyer shop.

But on the Tmall platform, the turnover ratio is still relatively small, which is closely related to the scale of the business circle.

How do designers communicate with the market?

One is the need to open the consumer market, the other is the demand that consumers have not been fully satisfied. Designers, buyers and Tmall costumes have the matching of supply and demand. How to establish an influential business circle to let consumers perceive is the top priority.

According to the introduction, in order to make the designer business circle and buyer business circle grow faster on the platform, Tmall clothing has been arranged in several aspects:

1, team structure: set up a special operation of small two docking designer business circle, buyer business circle.

2, market operation: according to the consumer demand for market segmentation operation, for example, when the popularity of wireless is increasing and consumers' personalized shopping is becoming more apparent, Tmall costumes will build different scenarios of consumers according to different brands and different consumers.

3, content operation: Based on the demand of consumers for APP, it has not only stayed at the level of paction and purchase, but also has done a lot of content operation, such as live broadcast, good goods and inventory. Tmall clothing will also choose to do "heavy" in this area, such as taking the lead and reaching people, the creator of content, and setting up a column for them to make content output for different market segments.

In the face of small and fashionable designer brand, tell the audience what has been popular recently, which brands are at the forefront of fashion; for quality users, they should export to what brand they are serving and quality, and make suggestions and guidance for their short selection and matching.

4, search and recommendation: on the top of the two wireless accounts, there will be some algorithms for market segmentation, and this is also a solution for new stores to read and get traffic quickly.

Of course, cooperation in every link of the whole buying chain is also essential.

At the meeting, Shang Street indicated that it could provide support for the original designer flat brand to provide supply chain, publicity, endorsement and other aspects. Through cooperation with 1688, it could help designers make small batch production and try to solve the designer's supply chain problems. It could also take out the Shanghai fashion week IP and fund to cooperate with Tmall costumes for the 365 day online fashion week.

The West has a global good shop as an overseas boutique shopping platform of Yintai commerce, which can support buyer's shop from the buyer's mode reference, channel distribution, Tmall member cooperation and so on.

In addition, Fuxing international, which has a successful experience in investing in international fashion brands, has also expressed its willingness to observe and pay attention to the growth of new shop types from the perspective of capital.

Therefore, whether online or offline, the buyer's shop will be more and more favored by the capital circles.

"When the online designer brand and buyer shop form a certain scale, the platform can also carry out targeted marketing activities against the circle to expose online and offline and further increase consumer perception", Tmall clothing marketing Xiao Lu Lu added.