Where Is Zhou Xin, The New Force Of Taobao Tmall In 2022? The Combination Of Science And Technology And Commerce To Explore "From Trade To Consumption"

Digital technology is becoming an important factor influencing the fashion trend.

August 22-25, 2022 TaoBao Zhou Qiudong opens a new clothing industry. The theme of this new power week is: from trading to consumption, matching thousands of styles with thousands of demands.

"Taobao tmall is sparing no effort to apply new technology and new products to the clothing industry. Together with millions of merchants, it promotes the clothing industry from category to style, trend insight, style segmentation, content expression to refinement development, insight into users' understanding of beauty, so that businesses can obtain more certainty in the soil of fashion." Qiao Qiao, general manager of clothing and fashion of Taobao tmall industry development and operation center, said that she hopes to shorten the distance between ordinary people and fashion through the new power week, so that everyone can enjoy the fashion show by clicking on Taobao everyday.

These changes also reflect that the "from transaction to consumption" strategy after the integration of Taobao and tmall is being implemented in the new power week. Regardless of clothing, home decoration, home furnishing and beauty, all industries of Taobao tmall are returning to the consumer experience. The platform, brands and businesses directly connect with consumers, and take consumers as the center, insight and meet the needs of 1 billion consumers. It extends from the transaction itself to influencing consumer decision-making and user experience, and serves consumers well.

Explore "from trading to consumption", match thousands of styles with thousands of demands, and make Taobao tmall new force week take a different fashion road from the four major international fashion weeks. Taobao tmall new power week has become a new trend of clothing trend with insight into the needs of 1 billion users and presenting thousands of styles.

　　 New power week focuses on "four innovations"

The reporter learned from Taobao tmall that every industry of Taobao tmall is moving towards the road of vertical operation more in line with its own industry characteristics. Zhou Zheng, a new force, is a pathfinder for the change of Taobao tmall's clothing industry from trading to consumption and vertical operation.

This year, industries, businesses and consumers will see new changes in 2022 new power week from four innovations.

In terms of live broadcast technology innovation, the "super live show" product created by the advanced technology of XR will create a new interactive mode among merchants, commodities and consumers, and realize the update and iteration of live broadcast form.

In the aspect of content-based innovation, through "matching" technical products, it helps businesses upgrade their stores vertically, and displays clothing commodities in content and brand, so as to complete the overall content-based transformation of merchants.

In terms of consumption experience innovation, the "magic ruler" product can realize the digital identification experience of tailor-made size, which is convenient for consumers to open Taobao for intelligent measurement and intelligent try on.

In the aspect of style digital innovation, Taobao tmall's trend insight ability is used to expand the original 6 styles of clothing industry to more than 50 kinds, and each major style is differentiated into hundreds of fine styles.

Qiao Qiao introduced that from the new power week, we can see the change of "from transaction to consumption" in Taobao tmall's clothing industry: Taobao tmall clothing industry has insight into the trend, style and category through the style digitization; the merchants upgrade their stores in the direction of content branding through the technical ability provided by the platform, and fully display their professional expression and different opinions in the clothing industry, Complete the overall commodity content transformation.

It is understood that these technological products and services, which embody the model of the combination of technology and commerce, will be open to all businesses, including small and medium-sized businesses.

At the same time, new technologies also serve consumers in the front desk, becoming a subversive tool to help consumers make decisions and improve their consumption experience.

Illustration: Zhou Yun, a new force of Taobao tmall, explores "from trading to consumption" with cutting-edge technologies such as XR

Market test highlights innovation value

Taobao tmall new power week is becoming a new show integrating fashion trends and consumption trends. Sure has tried to use the "super fashion" live broadcast in the new fashion week for the first time. It is reported that the live broadcast will be carried out in a professional studio, and 3D technology and HD camera will realize the integration of virtual and real elements.

"The beach with coconut tree shadow and simple and fashionable street view are the fashion show scenes of fashion show of fashion fashion fashion fashion fashion fashion fashion fashion fashion fashion. The visual sense will give users a sense of the future of two-dimensional and electronic technology. The most interesting thing is that consumers can not only watch the show in the front row, but also place orders on the spot," said Wang Weilu, co-founder of rusure.

Rusure opened stores in Taotao at the end of 2020, and the annual turnover of stores has increased by more than 300% year on year. Wang Weilu recalled that in the first year of the store's opening, the first thing she wanted to do was to find her own unique style positioning. After repeatedly discussing user needs and market trends with Taobao's sophomore, Wang Weilu positioned rusure as an American style retro sports style and successfully cut into the new track.

In the past year, Taobao tmall has incubated more than 10000 new businesses and new brands with an annual revenue of more than one million. During the spring and summer new power Week held in the first half of this year, the number of searches for new styles such as new Chinese style, pure yuchili style and Yujie light cooked style increased by 341%, 2600% and 801% respectively year-on-year, Some designer original brands were sold during the spring and summer new power week, with a year-on-year increase of about 350%.

"The clothing industry is facing the urgent task of transformation and upgrading and climbing to the middle and high-end of the global value chain. The development of digital economy provides a valuable opportunity for building a new competitive advantage of China's clothing industry. It is urgent to empower the industry with new vitality and release new potential through digital technology." Yu Chang, an associate researcher at the Institute of industrial economics, Chinese Academy of Social Sciences, said that Taobao tmall's advantage lies in the deep integration of technology and business model, matching thousands of styles with thousands of demands, catching trends with technology, and matching deterministic production and sales, which not only meets the diversified needs of consumers, but also brings certainty business growth to businesses with accurate production and marketing.

Illustration: Taobao tmall Digital atlas of style: more than 50 styles are subdivided from the nine major styles in autumn and winter

Qiao Qiao introduced that through technology, she hopes to further show and strengthen the beauty of clothing. "The combination of technology and commerce is a new opportunity for the clothing industry. Today's new power week is a real, diversified and inclusive fashion week."

independent Designer brand Fussed, the founder of fussed, has overseas study and design experience, and its stores now sell more than 100 million yuan in Taobao, Co founder Zheng Nan said: "Taobao tmall has used technology to narrow the distance between the general audience and fashion week, so that our online brands can respond more quickly in the grasp of trends and product innovation. Compared with the four major international fashion weeks, Taobao tmall new force week has taken a different road."