How does Taobao pull the fashion industry to the Chinese people?

For many celebrities, whether there is still huge business value at the moment, one of the signs is whether they can be invited to the red carpet of the four major international fashion weeks (Milan, Milan, Paris) a few steps. After all, the four major international fashion weeks have a long history. Even the latest London Fashion Week in the establishment time dates back to 1984. At that time, the process of reform and opening up in my country had just started. The four major fashion weeks have become a symbol of wealth, fame, and status. Therefore, it can be understood that some stars have not even received an invitation letter, and they have to go to the heat.

A red carpet of the Four International Fashion Week leads to the door of wealth, fashion and fame. The public often has nothing to do with it -the four major fashion weeks are about half a year in advance for the following year. For more than half a year, the design is turned into a finished product, and then to the public's wardrobe, the time is far away. Is fashion still fashionable?

In the industrial structure of the entire clothing fashion industry, the International Fashion Week is the existence of the pyramid tip, and it is an air garden where a few elite class and top designers look down at all beings. Ordinary people may not find the bridge between self -aesthetics and elite aesthetics throughout their lives.

The characteristics of the high -end aesthetic representative of the four major fashion weeks are not only supported by Western elite society cognition, but more importantly, they do not need to worry about these niche and small circles fashion products, how to match the era of large industrialization Gear -produced gear.

However, as the most closely related industry of everyone's life, the clothing industry is already a trillion -dollar level in China. In 2021, the internal demand market for textiles and clothing has steadily recovered, which has enhanced the stable and recovery effect of the industry's economic operation. According to data from the National Bureau of Statistics, the total retail sales of clothing, shoes and hats, and needle textiles above 2021 reached 1384.2 billion yuan, an increase of 12.7%year -on -year.

So many people, such a broad market, why, can ordinary people not have a road to connect aesthetics and fashion on clothing?

Because most of the clothing industry adopts the "futures" ordering method, inventory turnover has always been a difficult issue. Data show that the number of clothing inventory of many well -known listed companies in my country has reached more than 200 days. The repeated epidemic has worsened some companies. In the first quarter of 2022, many spring clothing had not had time to hang up the closet, so they entered the warehouse.

On the other hand, regardless of the elite or the public, people's pursuit of the beauty of the United States and the fashion has never changed or faded. The development of the Internet and social media allows people to express their views on clothing unprecedentedly. There will be celebrities here, KOL, but in any case, more and more diversified insights emerge from all over the world every day. Everyone As a result, fashion views are also richer three -dimensional. Everyone can theoretically find the beauty they want in elements around the world.

Who is defining fashion? Can those pyramid spire elites?

In the classic movie "The Female Demon of Prada", there is a detail. Whether the newcomer or the senior editor, they are afraid of the meeting with the editor -in -chief of the fashion magazine in the movie. Night. It only took 1-2 seconds to scan at a glance. How did the female magic head decide? However, the reason why this movie is classic is that the prototype in its film is the former editor of Vogue, Anna Wintle, which vividly shows the understanding of the upper fashion circle in fashion. It is essentially a kind of "mental mind". Fashion editors must be tried and error like the blind box, so as to gradually approach the editor's thinking.

In the fashion world described in this movie, the standard is in the eyes of industry authority like the protagonist. As long as she sweeps it, she can easily deny the design of a designer. The key is why? Let's figure out yourself. This is the epitome of the past fashion circle, which is perceptible and mysterious for the standards of beauty.

Clothing is a mirror of social consumption changes, reflecting the style and character of different eras.

Today, the new generation of young consumers' choices of fashion has moved towards the pursuit of lifestyle, aesthetic identity, subculture labels, composite effects, and their own needs. Essence

Based on real user behavior insights, Taobao Tmall's new forces launched 9 autumn and winter style trends

"Starting from the perspective of user service, the development of an emerging market based on real needs", Qiao Qiao, general manager of Taobao Tmall Industry Development and Operation Center Clothing Fashion, introduced, "Taobao Tmall played the role of a serviceman. A merchant, directly linked consumers, centered on consumers, insight and meet the needs of 1 billion consumers, and extend from the transaction itself to affecting consumer decision -making and user experience. "

Today, more and more young people in China are Tmall and Taobao for buying clothes. There are millions of merchants at one end, and one end is a large amount of consumers, coupled with the trend and trend of continuous changes in the season. It is also a very complicated thing to truly realize the precise matching of supply and demand.

After more than ten years of development, China is not only the most developed country in the world, but also the best country for logistics service infrastructure. If young people don't like new clothes, it is easy to enjoy the service of returns. This actually raised the risk of the merchant's "guessing" of young consumers in the clothing industry. It is not finished to sell things. It is really acceptable to consumers without returning goods. Consumers can also be more assured of spreading the net. After all, girls always feel that the clothes in their wardrobe are "one less". Consumers' Guangsha.com brings the uncertainty of small and medium -sized merchants gradually increased. The clothing industry is originally a highly non -standardized industry. The complex multi -party matching must enlarge uncertainty at the geometric level.

It is undeniable that technology is becoming more and more developed. The complex mental process of "fashion female magic head" is not unable to scientifically interpret it. However, even if psychologists are still tirelessly exploring the laws of human emotions, it is still a problem in the clothing fashion industry.

Because absolute personalization is still not economical in economics, and it is not necessary. Today's so -called supply and demand matching is more to talk about personalized satisfaction in the next quarter trend and consensus. In other words, the key is how to define the trend and granularity of trends scientifically. It's too big to have the actual significance of the supply chain, and too small will bring "no circle" problem.

"The fashion that people talk about is actually a chance to be disintegrated by numbers. The core is to find the original point of fashion." Qiao Qiao said that there are only three basic primary colors of the color. For deconstruction, the different dressing styles of men's and women's clothing are actually created by using the basic elements of the style, color, and quality of the clothing, and then use the style of digital digital insight trend and category. The content of the brand -oriented brand upgrade the store, vividly shows its professional expression and different opinions in the clothing industry, and completes the overall product content transformation.

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

The segmented style is split, which is both prediction and recommendation. Interestingly, this recommendation on the stage of the new forces week, it is actually a fine -grained customized guide for brand merchants.

"The new Taobao Tmall new forces we are doing are actually Taobao Tmall's clothing industry from transactions to consumption and vertical operations." Qiao Qiao introduced. "In the future, Taobao Tmall's style will become more and more detailed After we refine the style, the width of the market segment will be greater. More merchants come to play. Because of this, users will always see new products and different Taobao each time. "

What is "from trading to consumption"? In early 2022, after the integration of Taobao Tmall, regardless of clothing, home improvement or beauty, Taobao Tmall's industries are returning to consumer experience. The needs of 1 billion consumers, extending from the transaction itself to affecting consumer decision -making and user experience, and serving consumers.

In order to "from trading to consumption", the Taobao Tmall clothing industry began to follow the unique attributes of the clothing industry to operate the industry vertically.

Through the style and category of digital digital insights, the Taobao Tmall clothing industry merchants through the technical capabilities provided by the platform upgrade the store in the direction of content branding, and vividly show their professional expression and different opinions in the clothing industry, complete the overall commodity products as a whole Content transformation; at the same time, these technologies also serve consumers at the front desk.

In the final analysis, it is consumers as the center to match thousands of styles.

For example, in the live broadcast of the evening of the 22nd, there is a style called "Miss Qianjin". The word is not found out of thin air, but found from the Internet hot word search. In the style section of Hanfu, the anchor clearly stated that he hopes that more people can like to go to Hanfu. I hope everyone knows that Hanfu can wear not only young people, but users of all ages can try.

This is exactly what the new forces want to do. It divides the huge clothing market with complex data logic to divide hundreds of tracks of different sizes. In this way, the clothing industry can keep up with the times without losing its color. This nature is that it must be a non -standard market that satisfies personalized, and it must be a kaleidar -like world full of imagination and creativity.

Clothing vertical operation brings new opportunities

This year, industry, merchants and consumers will see new changes in the new 2022 new forces from 4 innovations.

In terms of live broadcast technology innovation, the "Super Live Show" product created by the cutting -edge technology of XR will create a new interactive model of merchants, products and consumers to achieve the update and iteration of live broadcast forms.

In terms of product content and innovation, through "matching" technology products, it helps merchants to upgrade the store vertically and display the content and branding of clothing products, so as to complete the overall content transformation of the merchant.

In terms of consumer experience innovation, through the "magic ruler" products, the size of the size of the tailor -made cloth is used to digitalize the digital identification experience, which is convenient for consumers to open Taobao to try smart body and intelligent trial.

In terms of digital innovation in style, the use of Taobao Tmall's trend insight has expanded the original 6 major styles of the clothing industry to more than 50 types, and the major styles have differentiated hundreds of refined styles. Qiao Qiao pointed out that the early sales of the clothing industry are more simple supply and demand matching, and now the focus is on focusing on user needs, so Taobao Tmall clothing from category to style, style, and content expression, trend, trend Insight into the refined development of the style, users are driving force and the object of the final service.

Through the insight into user needs, the content of the deconstruction is first to let more local trend culture stand out. If you always take the International Fashion Week as the standard, many trendy clothing styles may never have a chance to see a larger world.

For example, many young people like Sankeng Clothing now, so is there any possibility of this small circle that is hot and strange to the public? Should such a niche trend be more space? The answer is unknown, but at least it should be given a new stage for young people.

Compared with the Four International Fashion Week, Qiao Qiao said that first of all, he hoped that this fashion week was more diverse and tolerant. Someone in the International Fashion Week could understand that someone could not understand, and the new forces hoped to reduce the threshold of the audience appropriately. Secondly, in the new forces, more and more Chinese cultural style costumes will inevitably appear; and the way of its presentation will fully rely on new technical means to allow more people to experience a different online fashion show field.

For example, in the section of the worker hot girl, the model presented in front of the audience is not a red carpet, but the desolate background of the red land that approaches the planet of the outer space. Behind it is a astronomical detector used to receive signals. Of course, all of this is achieved through the "Super Live Show" of vertical technology products.

Super Live Show: Expand the real technology through XR, create a new interactive model of merchants, products and consumers

In this scenario, the style of the model's clothes, personal temperament, and visual background appear more combined with content attributes, which can also leave a deeper impression on the audience. Today, when it comes to the factory, it should not be the same work uniform and a row of buzzing machines. Now that Zhao Xiaohui can get out of the factory and become a non -famous talk show actor, why can't the red earth catwalk in the fashion industry be?

In life today, the sense of technology is everywhere. They are a generation who is better at exploring the world by using science and technology. Today's consumers cognitive fashion, many times are spent in the Internet world, and more friendly online interactive forms are needed to accompany them.

Not only the super live show, but also the new forces released this time with matching and magic ruler. The former is to integrate the functions of clothing, fabrics, wearing scenes into short videos, text, pictures and other forms of content. Based on the platform trend insight and digital digitalization, the subscription services and accurate recommendation experience of wearing graphic and short video with high -quality content are provided for users with rich subdivisions and short video.

Matching: Help merchants vertically upgraded the store to show the content and branding of clothing products

The magic ruler uses AI and algorithm capabilities to digital identification techniques of size in tailoring. This new technology product not only creates a different consumer experience for users. Open Taobao to use smart body and intelligent trial penetration. It will also improve the efficiency of business size management, reduce a refund due to size, and improve the conversion of size shopping guides.

Magic ruler: Digital identification experience of the size of the body tailoring

For merchants, to keep up with consumers such as such an era, telescopes need to be a magnifying glass. The so -called trend is to the future. However, in the face of the vast market of 1 billion consumer groups, it is necessary to have clear style attributes and brand personality.

Take the designer's group, the designer is the soul of Fashion Week. The diversified aesthetics of contemporary young people have led to the development of designer brands. At present, well -known designer brands such as DeepMoss, ShortSensence, Chenpeng, xiaoli, XUZHI, Angelchen, and Calvinluo have all settled in Tmall. Independent designers themselves are also defined by some trendy style, and many niche styles also have their own fans. However, no designer will be willing to be niche, but they need better and larger stage to show their style. International Fashion Week is too far away, they need local undertakers.

Because of this, Taobao's design brand's ecology has shown a diverse and rich trend in recent years. The independent designer brand Fussed has experienced foreign learning and design experience. The founder Zheng Nan said: "Taobao Tmall uses technology to shorten the distance between ordinary audiences and Fashion Week, allowing us to start from online, in terms of trend grasp and product innovation, the response is faster."

In the Four International Fashion Week, the designer is the soul. However, in Taobao Tmall, not only designers, today Taobao and Tmall and a set of digital solutions provided by Ali are more like an industrial router that links consumers, small and medium -sized merchants, brand businesses, and designers at the same time.

The so -called industrial router is not just the docking and matching platforms of various resources. What's more important is that the industrial router provides industrial maps with new cognition to further guide the integration and reconstruction of the entire industry.

The essence of the clothing supply chain is the matching of the supply and demand side, and the more detailed disassembly is the matching of the design and manufacturing and the trend. Taobao Tmall's release is a fine -grained trendy style, which is both a guide and a design treasure. The foundation of this new industry map is that Taobao Tmall has accumulated a large number of small and medium businesses and brand merchants in the past 20 years, and they are familiar with the ecology of Taobao Tmall. In other words, this is a forest they are familiar with, but this time I got a new satellite navigation map, which can better get out of the jungle and no longer get lost. Yu Chang, an associate researcher at the Institute of Industrial and Economics of the Chinese Academy of Social Sciences, pointed out that the advantage of Taobao Tmall is that the perfect combination of Internet technology and business models, matching thousands of styles to match thousands of needs, capturing the trend with technology, matching certainty production and sales, both To meet the rich and diverse needs of consumers, it also uses accurate production and sales to bring a certain business growth to merchants.

Qiao Qiao, general manager of the fashion center of Taobao Tmall Industry Development and Operation Center, said, "Taobao Tmall spares no effort to apply new technology and new products to the clothing industry, insight into users' understanding of the United States, so that millions of merchants in fashion soil will be in fashion soil. Get more certainty. She pointed out that this time, through the new forces week, the distance between ordinary people and fashion can be shortened. Everyone can open Taobao daily, and she can be a temporary fashion show.

Digital technology is becoming an important factor affecting the trend of clothing. It is different from the four major fashion weeks of Paris, New York, Milan, and London. Taobao Tmall's new forces week is becoming a rookie field that integrates fashion trends and consumer trends.

If the International Fashion Week has been asking a group of elite designers to ask the market for the past 20 years, then this time, the Taobao Tmall Clothing industry and the new forces Week want to wrap the entire fish pond.

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