From women dressing to community to quality mobile electric

Women look at beautiful clothes, and men see a film is essentially no different, are driven by instinct. The earliest we introduced, from the female "dress collocation" cut into the fashion community products "dress Assistant", following the last year to win the Chinese capital Tens yuan investment and began to try to move the electricity business, after the investment again.

According to "dress Assistant" founder Guying Cherry to 36 Krypton revealed that "dressing assistant" has been completed in the first round of B-rounds of financing, the investment side for the Jingdong Qing Peak Capital, the amount of tens of millions of U.S. dollars, the company valued nearly billion.

From the female fashion with the community cut, "dressing assistant" is a sun collocation, look at matching women dress with fashion community, attracted a lot of people like to wear clothing with the young female users, a large number of different styles of matching buyers here to publish fashion collocation.

May 2014, clothing assistant began to transform the mobile electric business, the community based on the establishment of a shopping system, so that fans into purchasing power, support platform transactions, but also those with buying hands can realize the value of the realization, become a focus on "with the buy hand" quality of the electric business platform. After this round of financing, will start a comprehensive attempt to use a community-based model to build quality electric business platform. Specifically, the main users of the funds in the following three areas:

1 to create a comprehensive "quality electric Dealer" supply chain system, through the establishment of a rigorous audit, tracking, evaluation system to strictly select and optimize clothing assistant to the settled store, and maintain a dynamic elimination system;

2 The establishment of the brand Service center, standing in front of the seller, for clothing assistant users to provide one-stop purchase security services and standardized shopping services, so that users shopping worry-free.

3 Improve brand awareness and accumulate more users.

Compared to the traditional shopping guide, the customer price will be higher. According to Guying Cherry before revealed to us, clothing electric business Shopping guide's average joint purchase rate of about 1.1 (an average order contains 1.1 items, or sales of a product can directly drive an additional 0.1 pieces of purchase), dress assistant did not do "tie-in purchase" before is about 1.3, and in the "collocation" in this indicator has grown to 1.68, the ratio of purchase to all orders is up to 45%.

In Guying Sakura's view, "collocation" mode of investment, selection methods and traditions completely different, has its own set of operational logic. The choice of "collocation" this angle, means that the platform in the selection of merchants to buy a hand shop mainly, and buy hand shop must be "with the selection of goods" to form a clear style orientation. They need to start from the selection around the "collocation" to do, not a simple marketing planning can be solved.

In addition, in view of "collocation" does bring the customer unit price, the increase in the rate of repurchase, this will change the upstream cost structure (including marketing, procurement, logistics, inventory, etc.), which has a stable business model of the core. The most direct result is that businesses can offer a discount of around 90 percent over the long term with the support of a higher joint purchase rate, which is more sustainable and more replicable than the sheer price stimulation of 50 percent below.

It may indeed be, as Guying Cherry said, "collocation" is not only a psychological game about price and commodity combination, but also a consumption pattern that caters to the user's intuition. Perhaps, the future sale of business will no longer be a piece of merchandise, but a specific life scene. Here the merchant becomes our consultant buys the hand, but the brand existence significance, then is provides the systematic solution for our life style.

In addition to fashion collocation, "clothing assistant" to their own another label called "Quality of the electric business." Guying Sakura believes that with the gradual upgrade of the electrical quotient, the increasing number of Aboriginal Internet population, as well as the opening of a new era of national power, the users of China's electricity business slowly began to appear layered, in the electricity business users appear a group of "quality crowd."

The portrait of a "dress assistant" for this group of "Quality People" is:

They don't want to spend a lot of time doing "Amoy" behavior, and willing to go to a platform with quality assurance (perhaps the price of this platform is not the lowest of the whole network), can be stable to buy high-quality products, users as long as the responsible whether or not to like this style, and do not need to worry about the style is not the goods on the board, the map, The quality of the electrical business is born, but the product will be typical representative.

So the core of the quality of the electrical business is "good goods", users in the quality of electricity shopping, do not worry about the quality, do not bear the risk of goods to the Board, users do is to decide whether to like, and omitted the "Amoy goods" process, the real electric business from the "Amoy goods" into "buy".

And the user if in the process of shopping encounter a dispute, can also be better resolved. The rise of mobile internet, in essence, to help the "quality of electric business" development. Because the mobile end is focused on the use of fragmented time, shopping is the case. In pay attention to "short frequency fast" mobile shopping era, users need a saving time cost of shopping mode.