Big Trend To Personality Niche Taobao Global Buying And Subverting Young People'S Shopping Cart

The era of world fashion dominated by a few big brands is fading away, and niche designers are beginning to enter the fashion stage in batches.

One of the biggest changes in fashion in 2018 is the replacement of LOGO with decades old or even hundreds of years of luxury goods. Behind this is the rise of the 90 and 00 consumer groups and the impact on these big brands.

This generation of young people's understanding of fashion is not to label the trend, and everyone to catch up with the trend.

They are more concerned about the expression of personality, a dress, an ornament, a bag, never bump into other people's shirts, and at the same time, delicate, high-end, representing a person's character.

LV the dark coffee bag that has remained unchanged for many years is easy to bump into the street. Burberry's typical lattice can be seen every day. You don't know the true or false. Young people are most afraid of such embarrassment.

In fact, overseas, especially in Europe, there are many niche designers and refined luxury brands, but there are breakpoints between these designers and Chinese young people.

In 2018, the breakpoint began to connect.

One

Three breakpoints

Young consumers with urgent needs, experienced fashion designers, individual designers and niche brands are hard to connect between the three.

Xiao Yu, 26, has her own understanding of fashion. She never sees what is popular this year, nor does she care much about brands. What she cares more about is the expression of quality and individuality. In her opinion, what she wears everyday represents her mood and represents her taste.

One or two trips to Europe every year, she sees some brands she doesn't know but loves, and buys one or two.

But when she came back to China, she could never find the opportunity to buy these products.

She knew that there were many treasures in Europe, but she could not find them.

Yu Xiaomiao used to be a woman dress designer. Because of her career and sensitivity, she not only focuses on the texture and details of her clothes, but also is good at recommending suitable matching according to different people's style.

After emigrating to New York 4 years ago, he gave up his full-time career at home.

After staying in the United States for a long time, she found that many of the very good luxury brands in the US are of good style and personality, and they often get a good discount.

But such a good thing, domestic consumers have no chance to contact.

Because of his love for fashion, miss Me stayed in Copenhagen for ten years. This is the birthplace of Andersen's fairy tales. She has the top designers and the largest fashion week in northern Europe, where the definition of fashion is rich and varied.

In such a long time, she has a brand new understanding of the independent niche designer brand. She hopes to bring these modern Chinese urban women to China with unique, exquisite and high-end clothing.

She has made a Taobao global shop, but after all, it is a foreign niche designer brand, not many people know, so the shop's initial traffic is not large.

Fang Wei, the jewellery designer, has served as chairman of the Hongkong International Jewelry Designers Association and worked as a designer in jewelry brands such as Cartire.

Even with excellent qualifications and rich experience in industry, he also encountered the same plight as other niche brands in developing the market.

"Like our independent brand, unlike chain stores, we can put a lot of resources into channels."

Fang Weiping's brand was founded in 2000, and began to retail in 2003. In recent years, the franchisees laid in the shopping malls in the mainland gradually withdrew.

Such a small independent brand is difficult for mainland tourists to know, and can not open up the huge demand for the mainland market. The operation has not been very good.

The same problem with small designers like Fang Weiping is some overseas small luxury brands, France light luxury brand Marie Elie, Hongkong Gao Ding women's wear Wardrobes bychen, Italy light luxury women's wear Julia&Julie, Canadian local designer brand VegaVesture, Australian women's wear brand MacyMccoy, London niche designer brand Still stillstudio......

They come from creative designers, but they do not have the global influence of big cards, and do not have enough marketing funds. They dare not enter too much in the face of the cost and risk of entering the Chinese market.

Two

A platform

As a matter of fact, as the first Taobao to start cross-border shopping, there have been overseas buyer shops. Buyers such as Miss Me have been spared no effort to bring in overseas products.

But her shop does not attract too much traffic, and business is not too hot.

The change took place in 2018.

Chinese consumers have a natural preference for overseas goods. The main task of traveling around the world is to buy and buy.

Since the outbreak of cross-border electricity providers in China in 2014, Chinese consumers can finally go online to "sweep away" the world's famous brands.

Behind the popularity of the world is the demand for consumption upgrading. The first level of upgrading is the pursuit of product quality. The second level is the demand for individuality, which is the expression of spiritual level.

Through massive data, Taobao has acutely discovered the trend of change: young people are increasingly becoming the main force of the sea, and their preferences begin to shift to clothing and accessories.

But most of the offshore platforms are monopolized by big brands, and young people's personalized needs can not be released.

Against this backdrop, in May 2018, Taobao launched a "Global Star project" specifically for small and medium quality brands outside the country. With a set of brand marketing and incubation solutions, the three breakpoints of consumers, buyers, designers and niche brands were achieved.

In fact, before launching the "Global Star Program", Taobao global procurement has been committed to mining and hatching high-quality foreign characteristic goods and brands, with nearly 200 thousand cooperative brands, of which 80% are small and medium-sized brands.

Moreover, Taobao itself is a gathering place for young consumers.

On the one hand, there is a wealth of goods, on the other hand, it has huge consumption potential. At the same time, Taobao platform has a mature marketing program, including video, live broadcast, graphic and other innovative marketing tools, which can make the business threshold to a minimum.

Under the catalysis of Taobao platform, the chemical reactions between the three breakpoints appeared instantaneously.

Miss Me's MissME global designer shop has become a global buyer's shop for a month, and has greatly improved in terms of traffic volume and sales performance.

In just a month, the number of visitors to the world has reached more than 30 thousand, becoming the second source of free traffic.

At the same time, the sales volume of each brand has also improved significantly. It has played a good role in building brand and store reputation, and has also created many benefits for the store.

"No matter sales volume, number of fans, or a lot of unsolicited brands, there has been a big increase in the invitation. It is also conducive to the image building and future development of the shop, and the rate of conversion generated by the global purchase is also in the forefront, which is very important for our high-end brand stores."

She regrets how important it is for buyers to choose channels.

After becoming a global buying hand, especially since the opening of live broadcast, Yu Xiaomiao has gained increasing sales volume from her professional knowledge of clothing structure and fabric, as well as the intention to treat buyers. From the beginning of the month, the sales volume of 150 thousand has turned into a live broadcast of less than 5-6, and more than 100 thousand + sales.

Since then, she is no longer a fashionable professional who is idle at home every day, and the shop has made her busy.

Fang Weiping had a very meaningful Christmas in 2018 with the help of a small buyer.

The first day before Christmas and three o'clock in the afternoon began to live in Fang Weiping's shop.

Soon after the opening, the familiar customers scrambled to start the inquiry. In less than five minutes, a more than 1000 yuan jewellery was sold.

After 6 hours of live webcasting, nearly 6000 consumers took part in the activity.

Finally, Xiao Fang sold Mr. Fang's brand jewellery 67 pieces, with a total sales of about 320 thousand RMB.

"I really have WOW (the feeling of shock) Oh!" recollection of the day, Fang Weiping is still very excited, confessed that he was surprised by the effect of live.

"The cost of developing a new brand to the mainland market is very high. Taobao has a complete set of models worldwide to help our brand expand its popularity and gain market recognition.

It is safer and more reliable to cross the river on a stone than to cross the river by feeling the stones. "

"Global Star project" incubated 365 brands in one year. After half a year's operation, it has formed a complete set of complete brand incubation mode. As of now, 168 overseas potential potential brands have been successfully hatched.

The revolution of Hai Tao has changed the shopping cart of many people, reshaping the imagination of products from all countries to the global market.

Three

Detonated demand

In the past few years when cross-border electricity providers broke out, consumers thought that the world could really be leveled off, and outbound travel no longer needed to buy and buy large bags and small bags, so that they could play a safe and steady life.

What do you want to buy? There are many e-commerce platforms back home. You can buy them whenever you want.

But then they discovered that they could not buy it without buying it.

The electronic business platform first considers the scale and efficiency, so the products recommended by Hai Tao are mainly based on big brands and explosions. Big brands are hard to get, but even small brands. No one knows that independent designer brands have no chance to get the recommended opportunities on large platforms.

Taobao's "Global Star project" has made the three breakpoints full of energy.

First look at the consumer side, young people's personality and consumption ability show no doubt.

Data from Taobao global show that in 2018, the number of consumers of clothing products in Hai Tao increased by 66% over the same period in 2017. The fastest growing brands in the year of purchase were from the non-traditional trend powers such as Switzerland, Austria, Germany, Australia and Portugal.

More specific data show that this 90% chopper is most active, and the number of post-90s consumers increased by 102% over the same period, of which 95 of the population grew more strongly and jumped nearly 200%.

Their clothing, fashion and taste, and their strong consumption ability have brought out the outdoor wind, represented by Fj LLR LLR ven (Arctic Fox) and Arc'teryx (Chinese native bird) in the Chinese market. The European and American extravagant winds represented by ChiaraFerragni and Maje, and the Nordic cold wind with Otherstories and Acne Studios as the substitute.

Look at the buyer.

Taobao, one of the twenty thousand buyers who have been publicly recruited and excavated worldwide, has released the professionalism and experience of these buyers.

These buyers all over 5 continents, more than 70 countries and regions, they have more than 200 million fans in Taobao, communicate with fans through Taobao group and more than one million, and continuously introduce Taobao products to Chinese consumers from around the world.

These buyers played an important bridge role in the middle.

Look at designers and niche brands.

Global shopping data show that European and American light luxury has become the favorite of consumers all over the world. Quality and design are the main motivations for buying clothes.

In that year, the number of Canadian brands increased by 230% over the same period, the US growth rate reached 138%, and Italy's growth rate reached 120%.

Miss Me has introduced dozens of niche brands such as Wardrobes by Chen, Julia&Julie, VegaVesture and so on, including her favorite Paris marieelie, France, which is a French luxury brand with dreamy color, continuing the French romantic spirit, which just caters to the taste of a small number of young people.

As the president of Hongkong international jewellery designers association, Fang Weiping almost represents the highest level of jewelry design in Hongkong. His products were successfully brought to the Chinese market by the buyer's small day, and Chinese consumers no longer need to go to Hongkong to run their legs, or even break their legs to buy unsatisfactory accessories.

In the past 2018, Taobao sold an overseas small and medium-sized brand on average one day, including an independent jewelry brand such as Fang.

[concluding remarks]

With the advent of AI, we know that many professions will be replaced instead of creative industries.

Designers will usher in the best times. This is a global trend.

It is also a big trend for young people to subvert the traditional fashion trend and pursue individuality and independence.

These two trends were detonated in the Taobao global screening program in 2018.

But knowing the notes, I believe this is only the beginning.

Data show that by 2020, the scale of cross-border e-commerce pactions in China will reach 12 trillion yuan, accounting for about 37.6% of China's total import and export volume.

In the face of China's fastest growing consumer market in the world, more and more niche brands and small and medium-sized brands are also competing.

Taobao's global purchase with a complete brand incubation mode will be the platform with the lowest cost, the highest efficiency and the smallest risk.

In the future, the world may be really flat.

A small light year in China's five or six tier towns can buy goods from a small town in Norway through Taobao.