How the garment industry innovates on the mobile internet

The fifth session of the Global Mobile Internet Conference was held May 7-8th at the Beijing National Convention Center. The Internet fast fashion brand where customer Prudential products CEO aged delivered a keynote speech, introduced at present where the customer mobile end of the overall proportion of sales in a particularly large increase, from 10% last year to the current average of 20%. Old frankly, although this number changes quite large, but in fact in the mobile internet overwhelming trend, where customers how to open up innovative mobile Internet, is still in the groping stage, progress is not enough.

In addition, the old talk about where guests focus on and explore, how to connect the development of mobile Internet with the brand construction of all customers, such as the social platform where the customer is a good attempt; and the traditional clothing industry and the fashion industry, because of the accumulation of many "love to buy" type of female users, More attention should be paid to the development of the mobile side to think about where the bonding point is. Every guest will do the experiment, hoping to give the traditional clothing industry some attempt to see possible chemical reactions.

Talk about every guest in the mobile end of the performance, aged relatively low-key, corrected the previous period of time the media reported that the mobile end of the total sales accounted for 30% of the argument. He said that the 30% scale is too big, actually not so high, at the peak of the time 30% so high, but on average it is now 20% of the proportion.

Aging introduction, every guest in 07 the beginning of the establishment of the use of PC Internet side of the tide, but also benefited from the cheap Internet traffic and promotional fees, quickly set up a fast fashion brand. And in the current mobile internet under the tide, need more to think about how to move the end of the brand with the customer's construction. Old say worth sharing is, every guest in 2011 on the line of social marketing platform where the people, now, where the user level has reached 3.5 million, these users use Tatsu tools often show their clothes, and even friends. This has always been a sales-oriented customer, in the user interaction to bring new exploration direction. Old said, "perhaps, where the combination of people and mobile, is a customer and brand building a combination of a focus." But the follow-up how to push, also need to give the team 1-2 months time to think. ”

The focus of aging is also on the changes that the mobile Internet has brought to the traditional apparel industry. Every customer in doing user research, found that the purchase of clothing "love to buy" type of women, in the whole fashion group, women are extremely important. The combination of movement and clothing, and fashion, is particularly interesting. Aging introduction, this period of time where customers and traditional clothing industry contact more, they do not have time to pay attention to the relationship between clothing and mobile internet, are adjusting their own, to solve the second half of last year's inventory pressure. Every guest will pay close attention, will be to do the experiment, want to give the traditional clothing industry to provide some attempt to see possible chemical reactions.

In addition, aging also for the recent days outside the attention of all the guest platform for the topic, made a clarification, pointed out that every customer or own brand-oriented. "Where customers are concerned about the construction of their own brand, but we through the past year of thinking and adjustment, clear what we can do, can not do anything, especially we realize that for some special category, where customers should be open, cooperative mentality to the traditional clothing brand, traditional clothing industry, Take the attitude of learning and cooperation. All this is not only with the traditional clothing brand share where the existing 30 million customers purchase, but also to enrich the needs of the brand building customers. At the same time, but also to all customers sincere products more users. Because we to every customer sincerity product this brand definition is that we should have the most fashionable style, the highest cost-performance products and the best service.

The following is a record of the aged speech:

Aging: Hello! Thank you very much the Great Wall will give us every guest this opportunity, in fact, before I came to today to say anything particularly painful. Just like I was in the stage with the conference organizers are also communicating, we all customer prudential products in the past year although the mobile end of the growth is very fast, from last year 10% to this year has exceeded 20%.

But we have nothing to say about the innovation of the product, because what we do now is to move the PC-side apps to the app or to the touch panel floor. This progress is that the absolute sale of the number is still very fast, but in the product innovation I think there is nothing to tell people more. And that's one of the things that's really hurting us now, that is, in front of the overwhelming trend of mobile internet, what kind of innovation should we do to adapt to the application of mobile Internet, so I say more today is not what we do now, perhaps more are we now confused and some thinking problems.

When I first came to the entrance, my colleague told me that we were standing in this position last year and this position was taken up by the millet cell phone. I thought it should be the millet mobile phone accounted for, because the millet mobile phone in the last year changes very big, the progress is very big. But in the mobile internet as I said just now, the progress is particularly small. Although there is a particularly large change in proportion, and I am here to correct it, because a period of time to see a lot of media in the report on the mobile end of customer goods sales accounted for the overall sales of 30%, the actual number is not so big, may be in the promotion peak when there are nearly 30%, but also I said at a meeting, We were close to 30% at the highest time. The actual figure is only about 20% of our own, and 30% is too big. Because last year 10%, this year to 30%, this growth is too scary, we can not believe it. The exact number from the overall average to see is about 20% of the number.

I would like to say our own thinking, in fact, last night own in-house meetings, still discussing the innovation of mobile Internet and our own, especially and where the brand's development in the end how very good combination. We had a long meeting, but the conclusion was not particularly clear-cut. Every guest in the beginning of the 2007 when in fact, the use of a tide, when with us in the PC Internet to build fashion brands, then found the entire PC end of the flow, and promotion, relatively is very advantageous, and is relatively cheap. That is to say, the rise of goods is actually benefited from the PC side relatively cheap traffic. This time around, the mobile internet is coming so fast, how can we make good use of it? Using this trend to build our own brand, we are now thinking more about how to build mobile Internet applications and our brand building.

There is also a number to share with you, but also we last night in the meeting when I was more surprised, we have 2011 years to do one thing, this thing is to try to build a better brand of one thing, is to do all the guests. Last night found that the number of visitors to the 3.5 million, that is already 3.5 million users in the use of every guest of this tool, in every guest inside show their clothes, even in friends. Because in the past, where the customer is relatively a sales-oriented company, in this regard is not a lot of attention. And in the user interaction is not very much, the discussion last night a focus, that is, perhaps where the combination of people with mobile Internet is a key to the brand building below. But today I can't say more, this piece of how we combine, how to push this thing, I think it may take a month or two, to our team to do some preparation, and finally a new product release, but this time will not be too long.

This is what we now think may be a new point of integration, but at the same time we also found that the PC-side of the current content to move to the mobile Internet, in fact, for every customer users, for our own internal product display or, now change is not very big. People don't feel particularly bright at the moment, or have a particularly exciting place. The change in this application is also a focus of our next concern, which is what I call the internal affairs of the guest. Every guest inside is how to care about the innovation of mobile Internet and the combination of this brand building.

Besides, what do I want to say? Over time, both inside and outside, I've been saying that mobile internet and traditional clothing brand, is to the traditional clothing industry can bring about what kind of change. When we are doing user research, we have a proposal for a group of users, called Love Shopping, the main group of users is composed of women. We are also very clear in the fashion of consumption, in the consumption of clothing, love to buy type of female user group is how important user groups, over the past some time I have been saying that the combination of mobile internet and apparel industry, and the combination of fashion industry is certainly a particularly interesting thing. We're also thinking about how the mobile internet can be combined with this crowd to give the entire traditional clothing brand, the traditional clothing industry some attempts to provide some possible lessons, perhaps in the middle of what will happen in the chemical reaction. I believe that the traditional clothing industry does not have time to care about this matter, where the guests will pay close attention to this matter, and will make a difference in this respect.

This time I and the traditional clothing brand contact is also more, the traditional clothing brand recently more concern is how to adjust themselves, how to face the previous period of time inventory pressure to adjust their own, there is no time to care about the mobile Internet may bring a change to their own. But I would like to appeal to this issue here, I hope that the entire fashion industry, traditional clothing brands can pay attention to the mobile Internet may bring about the changes in the end. Of course, now we can only say that every customer cares about this matter first, the whole traditional industry does not pay enough attention to this matter. This is the 2nd thing I would like to say, which is what the traditional brand may have to do with the mobile Internet.

I would like to combine this opportunity to say that the 3rd thing, we have recently occurred in a change, we may have seen, may be concerned about a problem, said that the platform for people, said that customers no longer pay attention to the brand, but focus on how and the traditional clothing brand together to do the platform. I would like to make a clarification here, where customers are concerned about the construction of their own brand, but we through the past year of thinking and adjustment, clear what we can do, can not do anything, especially we realize that for some special category, where customers should be open, cooperative mentality to the traditional clothing brand, The traditional clothing industry assumes the attitude of learning and cooperation. All of this is not only the traditional clothing brand, traditional clothing industry to share all the existing 30 million purchase customers, but also to enrich the customer this brand building needs.

In addition, the most important, I think is through this openness and cooperation to all customers sincere products more users, because our definition of the brand is that we should have the most fashionable style, the most cost-effective products and the best service, which is the result of our redefinition to every guest over the past two years. It is also why we have recently used learning, cooperation and openness to hope to usher in all the goods a new turning point.

This is my speech today, thank you!

Moderator: There is a micro-trust netizens asked a question, please answer, can you? The question is, what is the focus of this year? Is it money?

Aged: Every guest's focus, making money is certainly very important. But making money is not the first. As I mentioned just now, every customer is responsible for the goods, as a brand responsibility is to provide more fashion products, more cost-effective products, as well as better service to our users. On this premise I think it is a matter of sooner or later to make money. Thank you!