The business logic of creating an open platform for designers

Recently immersed in a period of time the clothing electric dealer suddenly became lively. August 15, day cat and fashion Group to achieve strategic cooperation, the release of the trend of electric business trends; August 18, Jingdong and fashion group's "Fashion Bazaar" to expand the depth of cooperation, "fashion bazaar" settled in the Beijing-East flagship store, September 11, Dangdang in the clothing autumn and winter new release of the "T-station acceleration" Dangdang CEO Guoqing is put in the entire size of the clothing market around 600 billion to win 60 billion of the turnover target. For a while, the clothing electric dealers show the situation of hegemony.

To transform the fashion through the integration of resources

In the era of mobile electric business, the user's dependence on the brand is gradually reduced and the demand for individuation is getting stronger. Driven by a mobile power trader, Dangdang Homeopathy, the expansion of fashion editing team and buying team, and Apparel Designers Association to establish deep cooperation, the two sides announced the early investment of 100 million yuan to create China's original design support platform, support excellent designer net electric shock, set up a designer channel or prefecture, and explore the public, C2B and other innovative models, Meet the increasingly fragmented needs of the individual fashion.

According to Dangdang Vice President Deng introduced, and the Association of Fashion designers is not to help when as a production and sales and back-end supply chain, but in the way of the public, with its platform resources "invigorated" more than 2000 designers. The designers to the front desk, recommended to customers, and then through the customer's behavior data to tell designers what kind of style to invest in a small number of production. The demand for the Internet drives productivity, allowing designers to focus more on the design itself.

In the author's opinion, if this kind of public raising and customization of the way to operate steadily, when the transformation of fashion also may not be. This flexible way of public financing not only can create a group of outstanding designers, but also can reduce inventory. Using orders to judge what is good design, this is a power from the terminal. Designers can use this open platform to open the shop independently, the future can also give when the free brand to do design, and when you can use this advantage to build a designer independent brand.

To build a new model of apparel electric business betting C2B

The so-called C2B, Encyclopedia of interpretation for consumers according to their own needs customized products and prices, or actively participate in product design, production and pricing, products, prices, etc. to highlight the personalized needs of consumers, production enterprises customized production. Looking at the current Chinese electricity market, Taobao has occupied the Consumer-to-consumer field, and the days of the cat also to the platform of a steady sit first, Jing Dong, Su ning followed, it seems that no one left too many opportunities, but only the C2B field is not yet formed a single big situation, when will this usher in the reverse? The author thinks that when the several methods are worth affirming.

First, reshape the value chain. 2013 Guoqing put forward the pre-sale commercial revolution, at that time in view of the book as the particularity of print, in order to avoid the backlog, Dangdang launched the "with orders to boot" and advance subscription, such as pre-sale mode. Now when you want to in the clothing field in the same way to carry out value chain transplant, will design, production, sales all completed online, this vertical expansion, the realization of the value chain of the discovery.

Second, personalized booking. Those engaged in the electricity business know that three things are the hardest to do in category expansion. One is personalized recommendation, cloud computing, the other is based on the breakdown of social E-commerce, the third is personalized customization. Dangdang through large data and the deep transformation of the supply chain to help users achieve personalized booking.

Finally, limited edition customization. In order to avoid and everyone hit the shirt, when also started in the limited edition of custom-made products to try, through cloud computing technology, forecast the sales data, zero backlog zero inventory. In the future pre-sale, personalized, customer pricing, will be when the pre-sale business revolution focus.

Speed up the layout of the Dark war "double 11"

From when the new product launch, the distance "double 11" just two months, from the formation of professional fashion editor to buy a team, to join hands with the industry association to support the original design, to wireless fashion experience innovation, and then from the market offensive, Dangdang transformation of the fashion of the electric business is full.

Although the same as Jingdong, but also rely on the vertical electric business started. The difference is that the Jing Dong to digital 3C mainly, male users accounted for the majority, when it is the book started, the female user group accounted for the ratio, in contrast, when it appears more suitable for the clothing category expansion. In addition, Jingdong is the average use of various categories of power, when it is focused on the core category, clothing is the core category, the resources are more inclined, vertical supply chain to do very well.

In charge of commission, when the clothing commission is lower than the cat, and basically do not charge store rent, tail goods Commission is also lower than the only goods will, to enter the attitude of low prices to the user left a good impression. The introduction of independent designer brand and push own brand, coupled with wireless end customer experience Improvement, in the "double 11" can sell, customers full of expectations.

Fashion dealers: Two major problems to be solved

And the Cat "Chantian Cat, on the purchase of" the domineering slogan compared to when the definition of fashion seems to be some alternative: both independent designer brand such a personality fashion, but also have a tail goods such as affordable and do not install forced lattice fashion. Despite the confidence in fashion clothing, if you want to go further in the fashion brand area you have to solve the following two major problems.

First, how to reshape the brand. Although Dangdang is a veteran electric dealer, customer base span is very large, customer's awareness of Dangdang is also very high, but there are some users of the impression still stay in the level of selling books. How to reshape a brand when you have to seriously consider it.

Second, how to eliminate fake and inferior. Compared to Taobao pricing competition and rampant piracy, when how to ensure the rights of designers, once the new issue of how to ensure that users buy is authentic, the management of businesses, brand protection is testing the wisdom of managers.

Official figures show that Dangdang's clothing sales rose from 2012 to 2.7 billion yuan in 2013, has become the second largest category outside the book, has maintained a 100%-300% growth rate. Clothing is when the core category of open platforms, these years longitudinal deep deep supply chain, has built the industry's most complete trading chain, there are new sales and flash purchase, there are tail goods sinks, this time new open platform C2B independent designer brand, mobile end also introduced topics such as light products, a series of major layout, when can gorgeous turn, We'll wait and see!

"Author Micro-signal: oneisall2014"