How Does Clothing Two Or Three Maintain Its Market Position?

Sharing wardrobe business clothes two or three, we can say that we are living on the best days.

It was born in 2015, two years ahead of time as a pioneer of shared economy, avoiding the sharing fanaticism that got together in 2017. In 2016, it won IDG leading investment, clean flow, real investment and A+ round financing, and became the representative of consumption upgrading with the endorsement of top VC.

In 2017,

In one fell swoop, Ali, Softbank and Sequoia led the C round, and began to cooperate with ant gold clothing, and launched the "credit free mortgage" and other financial services.

According to the world clothing shoes and hats net, today, the shared economy has become a thing of the past. Consumption upgrading, as the direction of the whole Chinese society, no longer needs any enterprise to represent.

What did the star enterprises insist on, what changed and how to maintain their market position?

Yi Ersan, founder of Liu Mengyuan, said: "clothes two or three have just started, and there are still many things that have not been done.

Yi Ersan disclosed that only this year's plan involves a series of changes from online to offline, from products to operations.

In addition, Yi two or three will shake off the impression of the "young platform" and introduce more traditional fashion brands with strong design and high price.

The two or three development path of Liu Mengyuan is divided into three stages: the first stage, sharing wardrobe.

The beginning of clothing two or three is to share the wardrobe standard or "minimum" form, and to provide users with changing clothes through leasing.

The second stage, experience

。

Beginning in June 2016, garment two or three explored the needs of users for long-term clothing, and launched a stay service to rent and sell.

Liu Mengyuan interpreted it as "most experience, a small part of rational purchase", that is, "scene experience electricity supplier".

The third stage is supply side reform.

In March 2017, under the premise of cooperation with several large washing suppliers, Yi two or three still found the shortage of its own care service, built factories and began to provide side pformation.

Yi Ersan bought one of the largest dry cleaning plants in Beijing, and upgraded the scale and accuracy of the service.

On the other hand, in the "goods" itself, the supply side of clothing, clothing two or three also shifted from the initial self ownership to the platform mode.

Today's clothing two or three 70% of the clothes come from the platform, 30% self run.

Liu Mengyuan said that the platform is a lighter and healthier business model than self-employed, but more importantly, the platform pulls many partners into the same ecosystem.

Of course, we can buy all the clothes we need, but that's just B2C, not ecology.

Only help brands to reach more consumers.

If you cooperate actively, the brand will work hard with you and think together, such as regional warehouse operation, explosive replenishment operation and low turnover rate of single product.

In March of this year, garment two or three released its complete process of care and care, and revealed that in the near future, a carefree nursing center would be established.

Liu Mengyuan said he hoped to set up a benchmark for the industry through this initiative.

Clothing two or three own maintenance business

In fact, there are many forerunners in the shared wardrobe industry. For example, the Rent the Runway, founded in 09, was founded in 2012 by LE TOTE in the United States. It is the predecessor of garment two or three, and also maintains daily communication with garment two or three.

With regard to the development of the whole industry, Liu Mengyuan developed a "high standard and strict requirement" for garment two or three after exchanging and studying with his colleagues.

Liu Mengyuan said that the current standard of clothing two or three should be the highest in the industry.

American care is still more dependent on manpower, and we have pioneered the design of automated processes.

People can make machines do things as far as possible, so that they will not make mistakes.

Liu Mengyuan disclosed that clothing two or three is carrying on the commodity iteration, introduces the RFID (RFID recognition, the domestic university dining hall dining plate) comprehensively, guarantees the clothing to wash the process pparent and the traceable.

It can be imagined that this is a huge project that requires courage and cost, but once completed, the service level of garment two or three will be greatly improved. Compared with the traditional electricity supplier's "tracking to SKU", RFID will achieve accurate tracking of every garment to SPU.

Globally, ZARA has been the first to introduce RFID's clothing brand.

There is no doubt that tracking the upgrading of SPU technology will bring more pparent and safer washing service to consumers.

The technology will be fully applied to the East China operations center under construction, which is expected to land in 5-7 months.

With the support of local governments, the center not only provides more professional washing services, but also strictly adhered to a series of national standards such as energy and environmental protection.

Liu Mengyuan's dream is to open up a completely pparent "care center", which is not only pparent in content, but also in structure.

If every passerby can see the whole day operation of the center, the clothes provided by garment two or three will be more reassuring.

It is worth mentioning that Ma Chi and Cai Chongxin's blue pool capital recently completed the $20 million investment in Rent the Runway, improved the layout of the leasing business in the world, and facilitated Rent the Runway's entry into China.

As a colleague, he also accepted the investment of Ali two or three. He needed to accelerate his pace and create his own differences.

"Scale and experience need balance."

Liu Mengyuan said that the goal at the beginning of Yi two or three was not a niche product, so it could not only satisfy the improvement of service quality, but also had to find ways to expand more users. "There will be several times growth in 2018."

In order to improve operational efficiency, clothing two or three will improve the algorithm to improve the matching success rate of clothing and users.

But in addition to the algorithm, clothing two or three has a clearer and more objective of product upgrading: using the three recommendation of "Stylist+ + social content" to help users choose their own clothes.

Women's wear is very non-standard.

We have tens of thousands of clothes on line, which one is suitable for you? Too many choices will make you have no choice.

At the beginning, users had little clothing and no clothes to wear, so we made a shared wardrobe. If too many choices, users do not know what to wear, it is also a worry.

So we need to apply the relatively mature technology from other fields to the fashion industry.

Joining social content and embracing UGC is the decision made by clothing two or three after careful observation of users.

Many users use shared wardrobes not just for casual clothes, but are more willing to express their beauty and self-confidence. Since they are happy to shine in the sun and are happy to explain their ideas of wearing clothes, and these contents also have many meanings, Yi Ersan can provide a platform for them.

The "Stylist" is closer to the PGC of clothing two or three.

The official two or three will introduce stylists, combined with algorithm recommendation, to provide precise push and pull according to the specific and personalized needs of users.

The recommendation mechanism of "Stylist+ algorithm + social content" is the upgrade of outer garment two or three, so that clothes are suitable for users and users like clothes.

And 231 aspects of clothing, through the open standards of care and SPU tracking, pursue the highest quality of the industry's quality of care. On the other hand, through the combination of fashion and big brands, to provide users with a variety of clothing choices.

In fact, what we are doing is to provide more experience channels, "Liu Mengyuan explained." users choose to buy clothes, from advertising to make decisions, to see social networking sites to make decisions, and then to make decisions through actual crossing. "It is neither official calculations nor KOL's final say, but rather the final say."

At present, clothing two or three has more than 500 brands and about one million clothes, and Liu Mengyuan still hopes to grow several times on this basis.

Liu Mengyuan believes that increasing user awareness of global brands through wider and lower cost try will not only help users establish more realistic judgments, but also in turn will reinventing the value of brands.

The products that users really like do not have to be big names, which may cause changes in the pattern of fashion industry.

On the platform of garment two or three, we have spawned and supported many small designer brands, and have also found new opportunities for foreign brands that have not yet entered the Chinese market but are very recognized abroad.

On top of that, we are even trying to reach out to the true sense of fashion and change from the vertex of the industry.

I think this is our consumption upgrading and industrial upgrading.

Since last year, Yi two or three has frequently been in touch with European and American fashion brands, and found that these leading fashion trends are in a sense the most conservative.

Fashion tycoons are cautious about all kinds of fresh business models, and are not hard to understand.

Because these big names want to bring the best experience to consumers, they value the sales environment of entities very much, which is why they finally accepted the electricity supplier mode very late.

But fortunately sharing wardrobe also attaches importance to "practical experience", clothing two or three in the process of contact with fashion major, did not encounter comprehensive denial and obstruction.

"It's hard to be sure," Liu Mengyuan recalls. "Last year's first face to face contact last September, we went there again in March this year, and spent two quarters of time. We have been communicating and communicating sincerity to them: we are paying attention to fashion frontiers every quarter. Sharing wardrobe is not a short-lived pattern in China."

At present, the traditional fashion companies that have cooperated with garment two or three include Victoria Beckham, Carven, McQ, KENZO, Michael Kors, Emporio Armani and so on.

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Users can rent to Armani watches at two or three.

From Dior's choice of Zhao Liying as a brand ambassador, the fashion brand is quietly changing.

"Noble", "luxury" and other temperament is not something that brands will pursue forever. What is worth pursuing by fashion brands will only be more consumers' cognition and appreciation.

In recent years, all kinds of "extravagant" clothing, leather goods and ornaments have gradually replaced "heavy extravagance", which is the field that new designer brands can play, and is also the goal of major fashion giants.

This change has also made clothes two or three closer to Liu Mengyuan's original intention of starting a business: let every girl have an infinitely wide wardrobe.

Now that users are growing up, clothing two or three should meet their growing needs.

Admittedly, when the big brands are approaching the contemporary consumers, consumers are also approaching the big cards, and the Internet has become a new bridge linking them.

Recalling the sharing war in 2017, Liu Mengyuan said that two or three had also been questioned at that time, but the real demand remained verified in the past.

There are many needs that can not be taken for granted.

We first started to do it. We also thought that renting clothes should be OK in winter, and summer clothes are all close fitting. Do customers dare to rent? In the past few summers, the conclusion is that summer demand is more vigorous. In winter, a coat wears three days in a row, but nothing in fact. Summer, a skirt, second days are not good enough to wear.

Now, it seems that clothing two or three did not try to "bite into a fat person", but started from young people, and gradually extended to a wide range of user groups to meet the new needs of new users.

The attempt to add RFID and introduce big foreign brands is a more radical attempt after the company has better cash flow and larger volume.

Fortunately, the success of these attempts is not only a major step forward for garment two or three, but also a stimulus to China's clothing and fashion industry.

Those who are alert to the shared economy may be bold today.

More interesting reports, please pay attention to the world clothing shoes and hats net.