The Development Of Shared Apparel Industry Is Stagnant, And Common Diseases Are Constantly Emerging.

The shared wardrobe has gone to the present, has been growing in dispute and question, and the problems of clothes cleaning and the imperfect supply chain system are all the trouble in the industry.

A large number of capital holdings, industry development strong, in stark contrast, is no longer young shared wardrobe industry still short board.

The Beijing Commercial Daily reporter recently learned that some customers encountered the problem of body odor and return to rack when they used two or three App clothing.

The sharing wardrobe has been growing up in controversy and doubt today. The problems such as the cleanliness of clothes and the imperfect supply chain system have been common problems in the industry.

Professionals believe that the lack of cleanliness and shortage will reduce consumer experience.

Once consumers' enthusiasm for sharing clothing has subsided, they will gradually lose patience with waiting for platforms to improve their products, and the shared apparel industry needs to fill short boards as soon as possible.

Growing disease

Compared to the purchase, clothing rental to meet the demand of high-end clothing for women at low prices, but health concerns become the biggest pain point in the industry.

A few days ago, when consumers used two or three App of clothing, they found that the clothes rented from the platform had body odor, which greatly affected the consumption experience.

It is understood that the consumer is recommended in the use of friends, and found that the problem is the second time when receiving clothes.

"One of the woolen jerseys was not noticed on that day, and it smells of taste.

When I was having lunch, the taste was more obvious. When I raised my hand, my colleague asked me if I had body odor, and then I smelled it and then collapsed.

The consumer said he would no longer use the software.

As one of the pioneers of the shared economy, garment two or three was founded in 2015 and started with dress rental. So far, it has developed into one of the largest clothing sharing brands in China, and has established warehouses in Beijing, Shanghai and Guangzhou. The number of SKU is in the leading position in the industry.

Clothing two or three official introduction, at present, the platform registered member about 10000000, has 500 clothing brands, stock exceeds 1 million pieces.

However, the consumer said that the problem of "returning to rack" for clothes on the two or three platform is still serious.

In this regard, two or three aspects of clothing explained that each garment has storage depth, not unlimited, so there will be a case of returning to rack.

In order to form intuitive feelings for the above problems, the Beijing Commercial Daily reporter carries on the experience to some renting platform.

The result shows that there is a certain proportion of clothes damaged and cleaned in the shared renting platform.

The reporter made statistics on the problem of "going back to rack". Taking white shirts as an example, 277 pieces showed that 167 of the products had to be returned to shelves, and the ratio of returning to shelves was 60.28%.

The ratio of broken flower dress is lower, reaching 17.64%.

At the same time, reporters found that there is a problem of damage to the platform clothing, customer service replied that it can compensate two clothes coupons to apologize.

But it is obviously a problem for consumers to buy this kind of pain relief.

Shared wardrobes are still growing, and many problems need to be optimized.

A senior renting platform user said frankly, the comprehensive service of sharing renting platform is not perfect at present.

App experience is generally poor, clothing quality is inferior, customer service is poor, interface is difficult to use, false advertising is the common problem of renting platform.

In view of the development of the goddess school next to garment two or three, although the customer service experience is better, the App function is not perfect enough to make the interface difficult to use.

In addition, product flow design also leads to a waste of time for sending and sending clothes.

Meticulous service is difficult

Beijing Business Daily reporter found that consumers have several questions about shared wardrobes, such as dry clothes, diverse styles, and service efficiency.

It is understood that this year many rental clothing platforms focus on providing users with more variety of clothing items and standardized upgrading of care.

Cao Lei, director of the China Electronic Commerce Research Center, said that sharing the wardrobe mode is very similar, and its core is renting.

Pay a sum of money monthly, quarterly, half a year or a year to become a member. Then choose the renting boxes on each of these shared wardrobe platforms.

Capital replenishment, strong industry and short fever, how to maximize the retention of users is the root of development.

Public information shows that in the first half of 2017, the retention rate of beautiful rents reached 65%. In comparison, the number of women who had changed their careers to dress was more than 1/3.

Insiders pointed out that the main source of income for shared wardrobe is three members, membership dues, purchase conversion income and B oriented income, among which membership dues are the largest.

Better retention of customers is a major goal of shared wardrobes at this stage.

According to the data released by China Commercial Industry Research Institute, the retail sales of women's clothing market in China increased from 411 billion 700 million yuan in 2011 to 732 billion 400 million yuan in 2015, with a compound annual growth rate of 15.5%.

It is estimated that the retail sales of women's clothing market in China will reach 13996 billion yuan in 2020.

In the 2011-2015 years, the average consumption of women's clothing increased from 730.1 yuan to 1261.8 yuan, with a compound annual growth rate of 14.7%.

It is estimated that the average consumption of women's clothing will reach 2368.7 yuan in 2020.

There is still much room for competition in sharing wardrobes, which is in sharp contrast to the limited shared wardrobe Market.

The development of shared wardrobes depends on the cultivation of user habits and the establishment of user psychology.

From the perspective of practical use, the development of shared wardrobe is still not perfect. Many people do not accept this model psychologically.

Li Yuanfeng, founder of falcons, believes that "the size of clothes and health problems are insoluble chasm. Even after constant emphasis on cleaning efforts, user psychology is still very difficult to overcome."

How to solve high cost

Compared with the difficulty and long-term nature of user psychology, operating cost is a headache for shared wardrobes.

In the view of sharing wardrobe practitioners, clothing, logistics, cleaning and maintenance, warehousing, which is a huge cost.

It is understood that, in order to protect the quality of user experience, most businesses have adopted a good reputation of SF, and logistics costs are also part of the larger expenditure.

Last September, clothing two or three won 50 million C round of financing of Softbank China, Sequoia Capital China and Alibaba.

According to the whale data of venture capital data platform, since 2015, more than 20 shared rental clothing companies have been set up in China, and 12 pactions in three years, totaling 846 million yuan.

In fact, capital gains do not mean winning.

At the end of 11 last year, the App page, which had 80 million yuan in financing, was blank. In the face of the demand for money from consumers, Dora dream threw a sentence: "no money, no clothes," for startups, the exit way is really desolate.

In addition, at the end of 2015, Mocha's box, magic wardrobe, beauty, worry, clothes, clothes and other platforms stopped operation.

Several happy families are worried. The old players have no choice but to quit. New players are pouring in. After a shuffle, there are only two companies that share the renting platform, which are normally financing and developing. They are only two or three - the clothes and the goddess.

Cao Lei pointed out that the pattern of shared wardrobe is reasonable, and there are some needs for women's dress.

However, there are many problems in sharing wardrobe, such as

Quality problems, long courier hours, hygienic condition of clothes, etc., in addition, under the sharing mode, the depreciation rate of clothes is greatly improved, plus the express fee, cleaning cost and so on, and the cost is higher.

Therefore, how to do a good job of washing, inventory and logistics management, as well as receiving guests has become the core of the success of shared wardrobe.

China has a large market for women's clothing, but it takes time to cultivate user habits and ideas.

clothing

Experts and independent clothing division Ma Gang believes that sharing wardrobe business is a new market segment. At present, it is still in the exploratory stage of business mode, and the industry lacks leading enterprises, leading to difficulties in establishing market order and rules.

Ma Gang pointed out that the cost of trial and error is higher and the operation is more difficult. It has high requirements for the will of the entrepreneurial team, the analysis and rapid adjustment of market opportunities. "

It's not bad, but we need to be alert to the direction of operation.

In the future, the whole industry needs to connect and integrate with the Internet, create scale effect, make the market know and work harder, and avoid doing it blindly. "