Coo Menggu, COO Of Koala Shopping: Accompany Users To Grow Together With Professional Insight Into Fashion Industry

She said she couldn't tell the difference between fashion and life because she had been dealing with fashion for nearly 20 years in her career. For her, fashion is life. She is Menggu, now COO of Koala 。

Just as Miuccia Prada is Prada's soul, koala shopping's fashion business is inseparable from a core figure, Menggu. For her, the outside world can search for relevant information is very limited. Compared with her low-key and reserved manner, her professional style is quite different.

Enterprise behavior is brand behavior in the Internet era

After working, with fluent American English and market insight, Menggu gradually became famous in the industry from a multinational fashion company buyer. Unlike most perceptual fashion practitioners, Menggu is a logical science student. "Although I am a science student, the beauty of fashion is not divided into arts and Sciences, even if the means of interpretation of beauty are different."

After learning that he had taken over the koala business, Menggu And the team quickly sorted out the future brand planning and business ideas. "If koala wants to provide better products and services for high net worth women in China, the four words" koala shopping "should be a brand in itself. The world is a spiral process, and economy and fashion are mutually driving each other, so we hope that the koala platform will have more first mover trends. "

The fashion industry needs more cultural drive and needs to convey the beauty of differentiation to users. "The Internet is so shining that we sometimes neglect the era of brand development that enterprises should have."

With the awakening of consumer awareness and the development trend of Internet bonus, the information growth environment and application scenarios have changed greatly when fashion industry explores brand building again. "Today's consumer market is very complex. Consumers not only pay for production and style, but also need to think about what enterprises should do when users pay for corporate brands. Today, when enterprises explore brands in the Internet environment, they need to transform their corporate behavior into brand behavior."

From leading to understanding, accompany users to explore more interesting ideas

"We hope koala will bring good products from all over the world to consumers, but in addition to commodities, it is more important to share more cutting-edge and interesting life concepts with koala users."

"In the communication with koala users, we found that these high net worth women have enough self-confidence, they are more determined in their life and care about the ritual feeling given to them. They have independent judgment, have their own taste and value choice. In fact, koala's role is not a commander leading consumers, but a person who understands users' words and things, accompany them to grow together and explore interesting and cutting-edge life concepts in the future. "

A large part of koala's users have experience of overseas returnees. "They are highly sensitive to some cutting-edge products. For example, they may synchronize with some newly emerging brands or hot words abroad Koala shopping app For some trend new products, the growth rate of search words in koala is also much faster than that of other e-commerce platforms. "

"This is a value resonance that belongs to koala and koala users, but we know that what resonates most easily is not what to advocate, but what to abandon. This is a difficult process."

Menggu believes that Chinese women have begun to make great strides towards the quality of life and the sense of ceremony. The performance categories of these points in koala are mainly home furnishing, wine and body milk. "The explosive growth of these categories and the large-scale transition of consumer decision-making factors reflect their psychological activities to a certain extent. They are firm in heart, have a clear definition of social roles, and have their own taste and sense of ceremony. I think this is the consensus reached by koala and our consumers on the category, and it is also the first level of resonance. "

In the second level of resonance, the orientation of Koala shopping is content. "We hope to provide consumers with more professional and worry free content. We have a lot of discussions on PGC and professional content construction, and even hope that professional media can enter the e-commerce field in a simpler way." In her view, the fashion industry and the media industry are very similar, focusing on future trends. "We are thinking about what kind of tools should be given to professional content providers to enable them to turn their lives into information shared by consumers."

"We hope to move forward with these users, adapt to this way of looking at the world, and at the same time bring them more thoughts and trends that conform to these world views."

　　 Discover the future, because the future must be more interesting

In the era of fashion brands competing for the digital, koala's market analysis ability is undoubtedly a favorable chip. Koala has accelerated cooperation with fashion circles since this year. "We are looking forward to more fashion brands to build a commodity portfolio with us, and we are willing to give play to koala's market insight and help the brand create more value."

Compared with traditional shopping platforms, Koala It is more like a platform for global high-quality information integration and resource sharing, opening up the unexpected world and deeply biting into the ideal elements of life. Koala's unique advantage, described by Menggu, is not noisy selection ability, which is also the ability of Koala buyers to mine and discover the latest global commodities and good trends for users.

The accurate touch of the market is also feeding the fashion buyers of Koala shopping. "Social media seminars are at the forefront of e-commerce purchasing behavior. For us, it is how to structurally transmit these fragmented emotional information to our buyers."

Originated in Europe in 1960s, fashion buyer as a profession has a history of 40-50 years abroad, but it is still a relatively new profession in China. With the development of domestic fashion consumer market and aesthetic upgrading, "fashion buyer" has become an indispensable important role in the fashion industry. Backed by koala's professional insight into high net worth fashion users, buyers can bring more popular fashion aesthetics to consumers in the original fashion touch.

"To succeed, you have to give others a vision, so koala needs to take it as a mission and think about how much new value we can bring to the fashion industry."

"We always look more at what will happen in the future, because the future must be interesting. We hope to accompany our users, together with so many fashionable and confident women, to explore the future world of koala. "

* this article is from vogue