Taobao, how to use technology to pull ordinary people to the front row of the big show

Author:World network dealer Time:2022.08.26

Wu Lingwei, the world's online business

Edit Xu Yiting

Most fashion shows are less than 10 minutes, but many of the fashion history are often born here.

This original intention is the ordering meeting of commerce and circulation, and now it has evolved into an ambitious drama performance -not only clothing itself, model shapes and appearances, the atmosphere and environment of the venue point have also become the standard for judging a show.

The late "Lafayette" Karl Lagfeld has dressed up the Paris Palace as a wind power station, turned the show to the airport terminal or supermarket, and even turned the Great Wall of China into FENDI's T Taiwan -Bernard ARNAult, a luxury group LVMH dialect, "the first show to see from the moon".

In 2007, Ragfield placed the FENDI show on the Great Wall of China.

A few months ago, the "social media harvester" Parisians put early spring shows on the New York Certificate Exchange. The show is dim, between the dense computer screen, and the models wearing a latex and black knitted hood are fishing out.

The early spring show of the Parisian family on the New York Exchange

The soul figures of the fashion tower are constantly looking for or creating wonderful venues, and in order to integrate the clothing into the scene and break the aesthetic fatigue brought by the traditional show.

But now, the entrance coupons of the "scarce" venue will no longer be mastered by big names.

In the same doomsday ruins of "Silver Wing Killer", the models of hot girls appear one by one. A few minutes later, models wearing fishermen and wearing workers walked on the streets of the west coast.

On August 22, the scene appearing in the official live broadcast room of Tmall was both an XR show and a live broadcast that I bought immediately. The camera was pulled from a distance to close -ups, and the clothes worn by the model were identified. The lower left corner of the mobile phone screen is the shopping cart link.

From a low -key private salon to ordinary people can also see the Yunxiu field that can be bought, fashion weeks have gone for more than 100 years. But in the past 10 years, there have been several changes in the fashion show:

-A new participants. On both sides of the catwalk, there are only fashion buyers and media holding the invitation letter. Now the other end of the virtual catwalk can be every ordinary person. Even in the "Unlimited Mirror" held in Beijing in Beijing's new forces week, ordinary people have become the protagonist of the show, and they can get their own fashion blockbuster on different catwalks.

-Axin form. In addition to the offline show, it provides an online live show with a form of buying, which is born with the upgrade of live broadcast technology.

-Axin face. New York Fashion Week appeared in Chinese brands Taipingbird and China Li Ning, while designer brand Shushu/Tong and Yirantian walked into Milan Fashion Week.

The process of fashion is a large -scale and popular process. In the past, the people in the small circle broke the ancient rules, but this time, the role of loose old case was Taobao Tmall.

A virtual show that "buy is to buy"

It is not easy to run a fashion show. Mature brands still need dozens or millions of dollars of funds. It takes 3 months or even half a year to prepare, which is more difficult for independent designer brands. In 2013, the Taobao store opened. For example, if it sold for more than 100 million this year, the brand founder HIMM said that he would also worry about the high cost of the catwalk. In Shanghai Fashion Week, he chose to presented in the form of Showroom.

This year, Taobao Tmall New Power Week has launched several major innovations such as XR Super Live Show. At the end of 2020, Rusure, who entered the Taokan store, became the first brand to participate in XR Cloud Show.

In the XR live broadcast room, except for models and clothing are real, the background and device are synthesized. "Live setting in a professional studio, 3D technology and high -definition cameras realize virtual and realistic elements." Rusure founder Wang Weilu said that their show scene is a beach with coconut trees and simple and stylish street views.

According to Feidan, the person in charge of the Tmall brand trend marketing, despite the use of updated technology, because of the cost of saving the stage of stage construction and landscape, the brand of the brand has the cost of the XR live show. One or even one -twenty -tenth, including the cost of live scripts and hosts.

The price of the previous live broadcast room was more important, and the XR show paid more attention to the brand sound of the new series -consumers can see the matching matching of one clothes, and they will also understand the design interpretation of each series. "The live broadcast room of the XR Super Live Show is not only a traffic carrier, but also a new product that is in line with clothing merchants to communicate with consumers, creating a new interactive model." Feidan said.

The moment people are dazzling for the art, craftsmanship and beauty of fabrics, the brand is the best time to sell clothes to them. The immersive experience of the XR show allows consumers to place an order directly while watching a show. "The decision -making time is shortened, which can promote the conversion rate." Wang Weilu told "World Bus".

In addition, merchants participating in the XR Super Live Show, such as the international clothing brand DIESEL, the live broadcast field view is more than 20 times the daily sales; the Taiping bird has obtained a daily turnover of 5 times through the live broadcast; the jewelry accessories brand Hefang has attracted a large number Customers, nearly 80%of consumers are new.

It is understood that the XR Super Live Show has now opened to all Taobao Tmall merchants. Outside the clothing industry, it is also suitable for sports outdoors, luxury products, home furnishings and other industries that present products through XR technology, and may also be a big show participant in the near future.

In addition to the XR Super Live Show, this year's new forces also launched three innovations: "match", "magic ruler" and "digital style". Matching is to show clothing products in content and branding. It can be understood as a fashion wear magazine with a link to lead consumers directly to brands and products. The magic ruler uses AI and AR and other technologies to calculate the size of consumers and solve the problem of online test clothes. If Yunxiu Field helps consumers to discover "what to buy", matching and magic ruler solves the problem of "how to match" and "how to choose".

The digitalization of the style solves the fundamental problem of the clothing industry, which is matched with supply and demand. Taobao Tmall has expanded from the original 6 major styles to more than 50 types, and the major styles continue to differentiate into hundreds of refined style trends.

How to match thousands of needs?

A senior clothing industry has proposed a theory:

"The online penetration of the industry is closely related to the dividend period of the brand in the industry. When the online penetration rate is below 20%, it is a good time to turn online to online brands; when the penetration rate is 20%-40%, the industry A large number of emerging brands have emerged in the interior; when the penetration rate is above 40%, the market will gradually move towards subdivision and vertical. "

The current clothing industry is in the stage of 40%-50%of the penetration rate. This large market with a scale of 4 trillion has been divided into four or five styles. This leads to each style track, which is only occupied by several more business capabilities.

The reason why clothing is charming is that it is a long and diverse market. However, how can the more niche merchants be seen? How can thousands of styles match thousands of needs?

Taobao Tmall Style Digital Map: From the 9th style trend of autumn and winter, more than 50 special styles

The clothing industry, one end is the promotion and communication of the latest trends, and one end is manufacturing. Under the "futures" production model, the two ends do not match, and there will be inventory problems. In the past, e -commerce platforms should match both ends of the supply and demand, and most of them rely on consumers to actively search or recommendation.

At present, the interests represented by Douyin have a clever solution -it matches the style by bloggers. A blogger can represent a style, and Douyin is responsible for pushing to a suitable user through the algorithm.

Taobao Tmall uses a more professional way: disassembling style. Come to the fashion industry experts and brand business teams to form a special style of style knowledge framework, disassembling the color, silhouette, collar, sleeve -long, sleeve, sleeve long, texture, texture and other elements of a piece of clothing into one Individuals, corresponding to different styles. For example, a low -key color such as black and white gray, tan tan, or cashmere sweater with diamond -grained printed sweaters may be defined as "fashionable intellectual style".

Bella Hadid in the United States, with its own power, brought "fashionable intellectual style".

This has changed the classification methods of the previous e -commerce platforms that can only be divided into clothing in industrial attributes such as materials, styles, and colors, making consumer search and platform recommendation easier. For merchants, once you find a standard style positioning, it is easier to be identified by consumers when planting grass. It can also sell the whole set of clothing in the style, not just selling a piece of clothes.

Digital style means a guide to brand production and design: Taobao Tmall provides trend style, which is divided according to growth trend, supply richness, and current scale. Merchants can judge whether the style they want to get involved are red or blue oceans. How high is the ceiling.

For example, during the New Summer Week of Spring and Summer in the first half of this year, new style trends such as the new Chinese, pure royal girl style, and Royal Sister Light, and the search volume of Taobao increased by 341%, 2600%, and 801%year -on -year. Some designers' original brands increased by about 350%year -on -year during the new spring and summer new forces.

When the store opened in the first year, he was still looking for RUSURE, which was positioned in style. After repeated discussing user needs and market trends with Taobao Xiaoer, he successfully cut into the American retro sports wind track.

In the long -term perspective, Taobao Tmall divides the style with a finer particle size, not only to make the platform's diversified supply more attractive, but also provides the opportunity to "run out" for long -tail niche designers. In addition to setting up a brand on Taobao, the designer brand that flipped from the offline buyer store to Tmall, such as DeepMoss, Shushu/Tong, etc. After the release of autumn and winter products at the end of July this year, "whether it is traffic or transaction, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow, follow. Compared with 20%-30%of last year, "said Tasha Li, the founder of Labelhood Leihu.

Popular spread chain has changed

Qiao Qiao, general manager of the development of Taobao Tmall Industry Development and Operation Center Clothing, said that the new forces are the roadkeeper of Taobao Tmall's clothing industry from transactions to consumption and vertical operations.

This sentence is divided into two parts of understanding:

First, "from trading to consumption" means that the needs of consumers with digital capabilities are the general direction of the entire Taobao Tmall.

Second, various industries are conducting vertical operation based on the characteristics of the industry -for example, food merchants may be trapped locally in the past, and now through the cooling chain transportation session, or change the production packaging technology to the country, or seize the time of time for solar terms to continue to launch new products The online penetration rate is not as good as the Taobao home furnishing industry of other categories, and the three major strategies have recently launched: digitalization of goods, turning services into goods, and promoting merchants retail across the region.

Falling into the clothing industry, "We have already felt a new era that replaced large cycles instead of large cycles and replaced main culture with a small cycle. Effective trend research requires more fine particles and more in the large clothing industry. Popular forecast for small cycles. "Wang Xiaoyi, a professor of marketing at the School of Management of Zhejiang University. When the four major fashion weeks predict the popularity of the next to two years, the popularity of Taobao Tmall in the short term is also providing a finer granularity trend.

Interestingly, in the process of matching both ends of the supply and demand, Taobao Tmall, who acts as a translator of data information, also intends to change the popular dissemination chain of clothing through "predictive ability" ", Turned into" tower-spike brand-style trend prediction-Volkswagen Clothing Brand-Consumer ".

Fashion is both a business history and a technical history.

In 1954, the British Dennis Shangde directed a short film "The Birth of a Skirt", which praised the miracle of British industry -a evening dress from the well -known designer. Clothing, ordinary women can buy on the street.

After the materials such as rubber and celluluo appeared, the inventors developed skirts, skirts, and bodies underwear, reshaping the female bodies, and also provided men with affordable and easy -to -take, white collars and cuffs. The emergence of aniline dyes means that fabrics have become the product of scientific innovation and fashion.

Costume sales data can be retained and summarized on the cash register of each store in the world, and then quickly placed an order from the factory to achieve a fast fashion giant ZARA.

Materials, production technology and technology, summary and interpretation of sales data ... From the supply to demand, every link changes, which may bring profound changes in the clothing industry.

The changes brought about by technology are still underway.

- END -

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