Sales Increased By 29 Times? Designer Brand Tmall's Collective Popularity

The concept of "big name is the absolute leader of the trend of the wind" is quietly changing. Recently, Bain consulting and the Italy Luxury Association released the global luxury market monitoring report 2019 Spring Edition. The report shows that more and more 95 are keen on trying new things.

This has also become the best opportunity for designer brands to rise rapidly. Just before the end of the Tmall 618, designer brands collectively picked up an annual growth rate of up to 152%, including some independent designer brands including secret fans, and Tmall flagship store has accumulated more than one million fans. What happened behind this?

In order to find a consumer designer brand, collective cat shop

Compared with luxury brands, niche designers and designer brands are more sense of design, cheaper, and less likely to crash. But for designers, how to find a long tail customer willing to pay for the brand has become a major difficulty.

Ten years ago, designers with strong creativity and small body size could not face their customers directly, and needed to rely on buyers to enter the store. But in recent years, this phenomenon has changed. Opening a Tmall store to dialogue with their consumers has become the common choice of these independent designers in the process of commercialization.

According to the data, up to now, there are thousands of designer brands on Taobao Tmall, and the growth rate is amazing in the past two years.

"I hope to develop an online retail channel, and the habit of online shopping has already formed, so I have no hesitation in deciding to open a store." Chen Anqi, the designer of Angel Chen, tells the media.

Chen Anqi graduated from the central Saint Martin Institute in 2014. With his graduation work, "Les Noces wedding" was a blockbuster. Last September, Tmall went to New York fashion week with Angel Chen, and won many fans for the brand at once.

There are many independent designers who share the same idea with Chen Anqi. They hope to make their thoughts and enthusiasm directly perceived by customers. In June 1st last year, independent designer Liu Qingyang, who was named "stamp Queen", started her shop with her brand Chictopia. For this reason, she also developed a new auxiliary line called chic, designed specifically for young people. In addition, Yirantian, a new designer, and Uma Wang of Wang juice also entered Tmall in that year.

2018 is the first year of Chinese independent designers. In this year, Tmall launched the DT innovation plan to support Chinese independent designers. In addition to working with New York fashion week to build Tmall China day, with Chinese original designers going to the most famous fashion show overseas, Tmall also made Shanghai fashion week the world's first "cloud Fashion Week", which opened the imagination for the digitalization of the fashion industry. In addition, the DT innovation program is also committed to using data to predict the trend of fashion so as to help designers better position their products and prices and consolidate their supply chain capabilities.

Big data predict fashion trend, Tmall custom become designer brand growth momentum

Compared with traditional retail, opening a shop in Tmall can completely show the designer's own quarterly design, clearly set up a brand image, and at the same time, establish direct communication with consumers. Users' habits of entering, browsing and buying can be seen at a glance. With the Tmall flagship store announcing the 2 upgrade plan, designers can also achieve more personalized design displays based on user characteristics, or even thousands of faces.

Unlike in previous years, designers have also begun to skillfully use Tmall data and insight to develop customized series this year.

"Beauty is like flower, life opens and hangs." Several characters, together with a picture of "Shen Dan Yao", made a T-shirt have Chinese style. At the moment everyone needs to be healed, and this needs to be healed. This T-shirt, which just pokes the mood of everyone, has made the designer's Secret fans burn in fashion circles.

The inspiration of this T-shirt comes from the pull of Tmall's national tide team. By crossing the boundaries of Matti and secret fans, the T-shirt has been fully integrated into the elements of both sides. At the beginning of this year, T-shirts launched more than 1500% of the new customers for the secret fans on Tmall's first day.

In addition, since last year, Tmall has been mining quarterly subdivision of the blue ocean market according to the trend of fashion, providing designers with reference. "The content is very diverse, even to the fabric characteristics and color, very interesting." Huang Qiaoran, co-founder of Babyghost, said.

As an independent designer brand, Babyghost's main role is to have an attitude rather than sharp, with a natural style and strong practicality. This positioning has a natural fit with the 95 growth on Tmall. The brand has launched a series of new designs according to Tmall's proposal for the trend of nearly three months and the price gap with the brand's own style. Due to the accurate excavation of consumers' preferences for some special styles and materials, popularity has increased exponentially.

In the first half of this year, under the Tmall line, Babyghst and little lamb's custom made a small wave in flagship store, causing many consumers to ask when they could buy it.

"The average sales volume of designer brand Tmall is 29 times higher than that of ordinary products." Tmall design operator Xiao Lan Shen Lan said.

Secret fans also participated in the development of this series of customized items. This year, Tmall 618 and secret fans sold more than 7000 pieces of clothing. The new spring and summer series that was launched mainly adopted Tmall's proposal to enlarge the animal print pattern. It is worth mentioning that the price of secret fans has doubled in the price of more than 700 yuan, "which fully proves that the custom money is not a low price win." The Secret Fan said.

Niche brands are not small? Fan fan captured millions of fans in Tmall

During the 618 period of this year, the number of fans on Tmall made a breakthrough of 1 million. They celebrated the number and quickly launched a celebration activity to give users feedback.

Prior to this, Tmall has just released the list of flagship fans, with more than 1 million fans having 796 brands. This means that dense fans have been able to compete with many large commercial brands.

The number of fans of Babyghost will soon exceed 300 thousand. For designer brand, this number is very rare.

Through the Tmall flagship store, the supply chain of Babyghost and secret fans can be flexible. In short, it is to use the pre-sale to make a thorough inquiry and then continue to make up the order, which is unimaginable for the traditional brand.

What is even more remarkable is that Huang quietly discovered that the clever use of innovative marketing tools launched by Tmall can enhance brand transformation and bring fans.

"Babyghost now has a colleague who is in charge of the live broadcast," Huang said quietly. "This has brought a lot of help to Babyghost communication with consumers."

Today, Tmall has become a window for designers to brand users. Through Tmall shops, designer brands can adjust strategies more flexibly and achieve more direct and lasting dialogue with young users.