"Renting" Clothes Is More Cost-Effective Than Buying "Clothes" And "Wear".

How many pieces will a girl buy every month?

If you have a service that allows you to buy a wardrobe that is comparable to Queen Elizabeth II, but you need to share clothes with others at the same time, are you willing to try it?

Nowadays, the sharing renting mode is gradually emerging in urban female white-collar workers. In the cloud closet of Internet businesses such as clothing two or three, goddess pie, Doraemon and so on, consumers spend only a month on the cost of UNIQLO shirts, and they can wear tens of thousands of clothes provided by businessmen for an unlimited number of times, from hundreds of designer clothing to tens of thousands of Prada dresses.

Sharing rents to win over Taobao

Tall summer is a white-collar worker in a financial institution in Beijing. She claims to have been a crazy buyer. "I used to buy clothes on Taobao every day, and sometimes I buy clothes from stores such as Lafayette, old Buddha and so on, and 2/3 of my monthly income is spent on clothes."

But those clothes that cost a lot of money do not wear for one or two times. Some of them have not even had time to cut labels, but they have already been off season.

A few months ago, a friend recommended two or three clothes to summer. She told her that the experience period was only 299 yuan per month, and he could choose clothes he liked in tens of thousands of clothes in APP. He chose 3 pieces each time and sent them to her home at the same time.

Summer did not hesitate to register for trial.

She still remembered her first box of clothes, a hip skirt and a navy blue dress, all of which were European and American styles that she had never tried before.

On the second day, the suitcase arrived in the summer.

"At first, I was very worried. I was worried about the quality of the clothes.

But at the moment of opening the suitcase, summer knows that its choice is not wrong.

"White pressed cardboard boxes, after opening, three clothes are neatly stacked together, wrapped in white wrapping paper, with black ribbon ribbon on it, and the style is beautiful."

The greeting cards in the suitcase and the courier sheets that printed the return address made the summer feel that they had received a gift wrapped carefully.

After one or two times, he bought two or three long term members in summer.

"Since I used two or three of my clothes, I never bought clothes on Taobao, and I just bought it when I met the discount.

In summer, I was very glad to meet with clothes two or three. "The money to buy a dress can wear for a month. It is really cost-effective. This software has saved my clothing syndrome just like an angel."

"All two or three customers have similar experience. After trial service, 70% of our customers will change from experiencing customers to growing customers."

Yi Ersan founder Liu Mengyuan told reporters.

To this end, the reporter also tried out the clothing two or three service, the monthly rent clothing price 499 yuan, the first month experience preferential treatment 200 yuan, if handles the year card, every month needs only 300 yuan.

Clothing brands include Prada, Kenzo, Michael Kors and so on. There are also international brands such as COS, maje and so on.

And JI CHENG, +XIN ZHAN and other independent designer brands.

Generally speaking, clothes are biased towards light white collar workers.

Different from the clothes two or three, the other two sharing Internet rental businesses "goddess" and "duer clothing dream" have their own advantages.

The former is relatively high-end, mainly based on the first line brand, and mainly adopts the single part lease. Recently, it has just launched the monthly garment rental. The latter's goal is younger, and clothes are biased towards Taobao.

Like summer, ever since sharing rented service, reporters never bought clothes on Taobao, and hardly ever washed clothes, because dirty clothes were sent back to professional cleanliness by express.

Infinitely changing mode is popular.

Sharing rents is not original in China.

In the United States, where the most developed economy is shared, there are millions of registered users of the Rent the Runway on the dress rental website. 85% of the women who attended Obama's second presidential inauguration attended the website.

The United States even appeared on the website "The Black Tux", which specializes in leasing men's dresses.

"Clothing two or three is the earliest known as" long things, "is also a dress rental.

Liu Mengyuan came from the first fashion of Tourism Satellite TV, and attracted some customers with the help of star resources such as He Sui and Tian Yuan.

But due to the lack of social occasions for Chinese people to dress, the clothes two or three quickly turned to rentals and found that this is the blue ocean with Chinese characteristics.

Liu Mengyuan told reporters that now there are more than 20 thousand clothes in the clothes two or three warehouse, and there are about 10 thousand pieces of it in the quarter.

This means that when two or three of the customers in the clothing company pick up their mobile phones, they are actually visiting two old Buddha shops.

And clothing two or three of clothing more than 80% is not very common in the market.

Brand, cheap about 500 yuan, expensive can reach 6000 yuan, 7000 yuan, the average price from 1500 yuan to 2000 yuan, enough to meet the city women work, holiday, party, banquet and other occasions dressing needs.

Zhang Qixuan, the founder of another rented APP clothing, also revealed that the number of clothes with clothes was more than 3000, and the size was smaller, but it was also much larger than that of ordinary people's wardrobe.

This infinitely changing mode is quickly sought after by young people.

"The number of members has increased by more than 10 times after the conversion to rented garments."

Liu Mengyuan said that at present there are nearly two or three users of clothing, and a typical user in addition to the annual fee of about 3000 yuan, each quarter will buy one or two clothes on clothing two or three, with an average annual consumption of 5000 yuan to 10000 yuan, enough to support the company's performance.

More importantly, the sharing of rents is a group of high-income, fashionable young people.

Therefore, the service that should help customers save money to buy clothes is attracted by people with strong spending power.

Originally worried that the clothing brand that affected retail sales soon discovered that sharing rents is a direct channel for brands to reach potential customers.

Taylor, the head of a public welfare organization in Beijing, told reporters that she had chosen several brands that she had never touched before on clothes two or three. Because she liked it too much, she bought 4 pieces of more than 10 clothes she sent.

"Before seeing many brands, we didn't sell in China, and we didn't know many people, but 90% of our clothes were rented by customers, and we didn't lie in the warehouse."

Liu Mengyuan is very proud. "This achievement has attracted many brands who have hesitated to cooperate with garment two or three. This year, a brand friend who has had difficulty in communicating has sent an album of autumn and winter clothing, and first let clothes two or three be selected."

Cooperation with brands has also widened the revenue channel of sharing rents.

At present, the discount price offered by the brand side is lower than that of the users.

As the user base increases, the price difference will become an important source of income for the sharing business.

Ensuring clothing quality is a prerequisite.

It is not easy for the goddess of love to accept renting clothes.

At the beginning of the establishment of clothes, Zhang Qixuan took the team to the door of the Zara shop to send out leaflets, and saw the girl who would dress well.

This is because the mode of renting clothes is relatively complex. It is not as well understood as dripping taxi or road home renting. More importantly, it is because ordinary people generally contradict "clothes worn by others".

"When I recommend my friends, their first reaction is often:" the clothes that others wear are not clean, "said helplessly in the summer." but clothes two or three promise that every dress will be cleaned professionally and ironed, and the cleanliness of the clothes can be guaranteed. "

For shared rents, cleanly may be the first threshold to win the trust of users.

Two or three of them have chosen third professional cleaning agencies.

The partner with clothes is Elsa, who provides dry cleaning services for the two sessions of the nation. Clothing two or three chooses the largest and the top dry cleaning central factory in Beijing.

At 9 in the morning, the laundry will take the clothes that have been inspecting in the two or three warehouse.

After inspection and classification, the laundry will need professional dry cleaning for dry cleaned clothes, and some clothes should also be hand washed.

"We have a professional team for clothing two or three, because their clothing details and materials are complex. When washing, they use clothing powder, which is several times higher than the laundry detergent at home. Dry cleaning is also the most advanced fifth generation machine in China."

Ma Guoqing, the general manager of the laundry factory, stood in the hot laundry workshop and could not help complaining. "You go to the laundry yourself, and the shop will tell you that some stains can not be washed away, but clothes two or three is very demanding and 99% of the clothes must be cleaned."

Although the laundry factory was tortured, Liu Mengyuan thought it was necessary. "Sometimes the customer will leave a small slip in the suitcase, saying that two clothes have not been worn and do not need to be washed.

But we all send the laundry together, because the clothes are uniformly packed in the suitcase, which may rub the stain, especially in summer, with a little sweat and sweat. "

Quality control is the most fundamental and crucial test, but the challenge of sharing rents is much more than that.

Taylor once rented two boxes of 6 pieces of clothes continuously, and could not wear them all, so he had to return them.

In response, Liu Mengyuan said on the one hand that if such a situation occurs, contact clothing two or three customer service can be extended, while she also acknowledges how to achieve a greater degree of matching of human clothes will be the next stage of the main goal.

"Big data in the backstage two or three is working hard to enable customers to find the most suitable ones in tens of thousands of clothes as quickly as possible."

Liu Mengyuan reminded reporters to pay attention to the "recommendation for you" on the clothes two or three page, and the clothes are individually pushed according to the customers' choice of clothing habits.

Every two weeks, the garment two or three will also hold an analysis meeting to discuss the popularity of the recent outfits and what the customers have to solve.

Think of customers, even before customers have thought of what they need, think of them first, almost all shared rental clothing business's common goal.

Reporters noted that the clothing two or three APP online only 8 months, has updated 16 versions, only to remind the likes of clothes have returned to the shelves changed several times.

At present, clothes have just been acquired and suspended service, but Zhang Qixuan promises to return to a new look soon.

"Everyone is still exploring, trying and developing together."

Liu Mengyuan said, "clothing two or three is growing with consumers".

Anyway, sharing rents is a big market for 670 million women.

What makes the women happy is that they don't need to cut their hands anymore.