Who Gave The Chinese Wedding Dress Seller The Courage To Go To Hushan Line?

Wedding dress is one of the earliest categories used by Chinese sellers to explore the mode of export business. Independent export station and Dunhuang network once dominated overseas markets.

However, since 2012, the American wedding dress and dress industry association (ABPIA) launched a "rights protection" to Chinese sellers, almost every 2 years there was a big encirclement against Chinese wedding dress categories.

In 2014, it was also ABPIA, which launched a lawsuit against more than 1000 independent stations in China. It said that Chinese sellers sold at least 600 thousand pieces of tort wedding dress to the United States, with a valuation of $300 million. In January 2016, more than 3000 Chinese independent stations, including wedding dresses, were collectively charged by American businesses.

For a time, the whole wedding dress export industry kept silent, and even many sellers gave up this category early, and those who wanted to join the Bureau were hesitant.

Is it difficult for Chinese sellers to get a bigger share of the wedding dress?

Concerned about the demand for same-sex marriage, the global wedding market in 2024 will reach 73 billion dollars.

IBISWorld data show that the global wedding industry market size has reached 300 billion U.S. dollars, of which only the bride's wedding dress market value in 2024 will reach $73 billion.

And with the growth of the millennial population, the demand for wedding industry will continue to grow.

Taking the US market as an example, despite the downward trend in the marriage rate in the past 5 years, more and more American newlyweds are spending lavishly on high-value wedding products due to the growth of local disposable income and the enhancement of consumer confidence.

IBISWorld data show that in 2019, the revenue of the American solid wedding industry reached 2 billion dollars, and nearly 1 million of American couples had a wedding budget of $1 million, including luxury wedding dresses and accessories.

According to the latest data from the TheKnot wedding survey, the average expenditure of American consumers' wedding dresses increased from US $1211 in 2013 to US $1509 in 2017, and nearly four in recent four years.

It is noteworthy that the legalization of same-sex marriage in 26 countries has also contributed to the growth of the global wedding market.

It is understood that same-sex couples usually value their weddings more than heterosexual couples, so they are willing to invest more in spending.

For example, after gay marriage was legal, LucyWillis, senior manager of fashion relations at Selfridges, Searl, said the number of wedding rings for gay couples increased by 25%.

Similarly, same-sex couples spend much less on wedding dresses than heterosexuals.

It is not difficult to understand the choice of goods and operate well, saving 30% cost.

The so-called "seven points selection three points operation", in order to show up in the wedding dress market of 73 billion dollars, grasp the latest trend of selection is essential.

From the brides week in New York to the Paris fashion week, a large number of 2019 wedding dress themes and fashion mashup inspiration are worthy of attention.

1, Versailles Gong Tingfeng

The court winds of Versailles are inspired by the inspiration of the Duchess of Sussex and the royal style of the Duchess of York - bubble sleeves, lotus leaves and candy skirts, all of which will play an important role in the wedding dress style of the next season.

Besides, the elements of court dress in Vitoria era, such as the super high neckline and big fold skirt will gradually return to the horizon.

2, dream feather wind

With the popularity of the Bohemia style wedding ceremony, the combination of feather elements and wedding dresses has created a dreamy atmosphere.

In addition, stacked skirt design, lotus leaf and exquisite decoration will become the finishing touch.

3, twill fabric

Gauze, chiffon and satin fabrics will also become one of the hottest trends of wedding dress in 2019. These thin, light smoke fabrics with mirror embroidery and the silver pop design and crystal beads will become the favorite of those who want to create elegant fashion style.

4, blue landscape

Cool blue is rarely used as a dominant color in breakthroughs in wedding themes, but blue dress or wedding dress has become an irresistible trend.

Vera Wang and ReemAcra also made full use of this hue in this season's design.

5, shawl wedding dress

In the trend of wedding dress in 2019, the shawl element will become a bright design.

Whether it is embroidered gauze shawls, lotus leaf cocktail dress shawls, or a long dress, a thin Gauze Shawl can explain the graceful beauty of a bride's posture.

Whether the dress style is sleeveless or not, the shawl is still one of the most fashionable designs.

6. Disco shiny ballroom breeze

Metal materials, conjoined clothes, fringes and all kinds of discos in 70 and 80s are coming back.

Sequins with low collar design, Sexy Satin petticoat, wide legged trouser legs and exaggerated accessories will become standard for retro wedding dresses.

7. Cuff design

In the 2019 wedding dress selection, the cuffs design will become one of the highlights of the wedding dress.

In this season, traditional wedding sleeves have been replaced by more designs. Fluffy sleeve, horn sleeves, detachable sleeves and shoulder design are all popular styles.

In addition, gauze will become the first choice for sleeves.

8. Bow shaped bow

The return of the bow proves that fashion is a reincarnation.

In 50s, the bow of the luxury brand products such as Givenchy went back to the dress circle.

In the 2019, a more dramatic and feminine bow will become one of the highlights of the selection. The bigger the bow, the more fashionable it is.

In addition, the bow element will be more applied to the shoulder and back decoration.

9, urban minimalism

Minimalism came from Princess Princess of Guinea and the Duchess of Sussex.

Without lace and decorations, minimalist wedding dress has a sense of modernity and design.

In selecting products, the neat lines and simple lines of wedding dress are very important.

10, veil

One of the trends of the wedding dress market in 2019 is the popularity of veil. It no longer appears in the role of accessories, but becomes part of the wedding dress.

Whether it is the epic embroidered veil of the Duchess of Sussex, or the PriyankaChopra classic masked veil, it will set off a new round of pursuit.

11, flower embroidery

Flower embroidery will also take a place in the wedding dress market in 2019. The main points of the selection can be focused on 3D applique, hand sewing and embroidery flowers and colored flowers.

From lace embroidery to bright coloured flowers, it also means that the color of wedding dress will be brighter and richer.

12. Bathing dress wedding dress

As beach weddings are becoming a hot trend, swimsuit wedding gowns have become the first choice for brides who desire to enjoy freedom and sea scenery at the seaside.

The combination of embroidered lace, bikini, sequins or bikini gauze jacket will become a popular trend.

13, high and low skirt

The perfect display of the curve and skirt of the leg is also one of the trends of the wedding dress market in 2019.

From the big skirt to the feather and the thin yarn element, the high and low skirt will become one of the popular wedding trends.

14. Bohemia's pastoral style

With the wedding ceremony of the Bohemia countryside becoming popular, Bohemia wedding dress will also become a hot trend.

In the selection of products, we can focus on relatively loose tailoring and Bohemia style lace embroidery.

Grasp the fashion trend, precise selection only achieved 70 points, away from the "excellent" is still some distance, pformation is the final assessment criteria.

As we all know, when entering the 2019, when cross-border e-commerce sellers talked about the problems faced by their own business development, one of the most frequently mentioned words was "cash flow".

The essence of cash flow is whether your input and output are up to expectations.

Insiders say that the trend of selected products is relatively pparent and uncertain, so the gap between sellers will not be opened. But the use of operational skills and tools varies from person to person, which is the fundamental reason for the gap between sellers in the same industry.

"In the case of rising flow costs and deteriorating pformation efficiency, sellers need to upgrade their products and services with effective tools to upgrade their pformation and reduce the cost of obtaining customers, in addition to self hematopoiesis. This will also ensure a healthy and stable cash flow to a certain extent."

In view of this problem, we interviewed the wedding dress seller JessieLi.

She told Hugo net that at present, the overseas audience of wedding dress is mainly about 25 year old adult women, mainly in developed countries in Europe and America.

In the competition with peers, it is found that the products that are often sold are easy to "crash" and then fight the price war.

But with the continuous improvement and upgrading of cross-border e-commerce tools, with the help of effective tools, we can win the battle in the same or even inferior position.

She said that in order to further promote her brand awareness, acquire accurate overseas customer traffic and improve the European and American market orders, she has tried many kinds of off site advertising.

"Bing, for example, we choose to use their advertising products, by adding Extensions to attract a large number of high-quality customers, get a high click rate and pformation.

Through data analysis, we found that the cost of acquiring passengers has dropped by 30%, CPC has dropped by 17%, click rate has increased by 55%, and new users have increased by 23%.

Compared with other advertising channels tested in the same period, ROI was significantly higher than 35%.

She said, "through the advertisements of Bing Ying, you can also add the words that cause revenue loss and ROI damage to the negative words according to the reports of search reports that are regularly exported, so as to reduce the clicks without conversion, save the cost of the seller's input, and improve the pformation accurately.

And this part of the negative words will also serve as a reference for your headlines and key words in the operation of third party platforms or independent stations.

Once bitten by a snake, Chinese sellers "pain relief and pain".

The tool is like a sword, how to play to the extreme, in addition to the sharp sword itself, but also depends on the seller's personal ability, otherwise, relying on heaven to kill dragons in the hands of ordinary people is also a pile of scrap metal.

Similarly, in the campaign of "safeguarding rights" initiated by overseas markets for the wedding dress category, although the Chinese sellers were really hurt, the "choice to quit" such a "painless" method is not a cure.

It is reported that in the past several rights protection incidents, many sellers received the final victory through the formal channels, and the winning weapon was "compliance".

"90% of the world's wedding dresses are produced in China. Overseas B users think that Chinese wedding dresses are of high quality, low price and high performance price ratio. This is almost the consensus of the market."

Hundreds of millions of wedding dresses are sold annually, Tian Haolin, founder of Suzhou's Agel Ecommerce Ltd.

It is understood that all along, Tian Haolin is the third party platform and independent station two major channels at the same time.

In the case of multi platform operation, it is particularly important to develop different operational skills based on the characteristics of different platforms.

For example, Dunhuang network supports custom-made wedding dress business; Amazon is mainly based on spot and bulk goods, while the two express sellers have both customized and large business.

Tian Haolin said that compared with the past two years, there have been some changes in the way of independent operation of the export electricity supplier.

The bonus period of social media has brought a new wave of impact to the independent station, so the traffic source of the website has also become more diversified, and marketing advertising has begun to move towards a comprehensive mode of delivery.

Regardless of the fine and continuous operation of the industry, wedding dress as a high-end category needs more "intensive farming", but the foundation of all these needs to be carried out on the basis of compliance.

To this end, Tian Haolin, combined with his understanding of the industry, gave the following suggestions:

1, seeking supply chain support; products and supply chain have always been the top priority; we must find high-quality manufacturers and maintain good and stable cooperation to form a solid rear guarantee;

2, the exclusive designer team, understand the trend of overseas market, train their own designers, design products suitable for overseas demand, and also rely on the design team to counter existing design deficiencies and risk of infringement.

3, deploy their own e-commerce team; on the platform and independent stations, have their own professional team, carry out sales and operation management, and be good at using the third party tools like Bing to enhance team efficiency.

4, establish its own e-commerce brand; through Amazon, independent station, Facebook and other platforms, build its own brand, attract fans and create brand loyalty.

5, appropriate development of B2B trade; wedding dress category has obvious peak season, so to B market supply is actually a good development direction.

As long as the quality is good, the price is right, and the delivery time is accurate, B customers are constantly returning orders, which is an excellent choice for easing the peak season of the electricity supplier companies and factories.