Fashion industry to enter the network will display a new style
online shopping platform, already not the small family workshop and grass-roots business park . Today, more and more entrepreneurial team in the form of a company involved in Internet sales replica handbags. Regular army to replace the era of small workshops are quietly coming .
Network – the fashion industry ‘s new look
In 2009, Taobao is the first ladies of sales , sales of 26 billion yuan . In fact, the online shopping platform, already not the small family workshop and grass-roots entrepreneurial star paradise . Now, start strong regular army is replacing the traditional family network, workshops and independent designers have begun to find the network of their own new world , and developed the first networkClothingShop , then began to fight , such as network models, more advanced processing plants and other resources . Network fashion industry after nearly 10 years of development chanel handbags, the glow of unprecedented new look .
Regular army to replace small workshops
In fact, the online shopping platform, already not the small family workshop and grass-roots business park . Today, more and more entrepreneurial team in the form of a company involved in Internet sales . Regular army to replace the era of small workshops are quietly coming .
Manage their children by the master of the sales of women’s business
Now, Who can say they did not bought clothes online ? Asked about the impression clothing store on the network must pop out from the lips of most people a few key words so “young , personalized, owner of Beauty . ” This is precisely the network clothing store in the past to people’s overall impression . Just a walk into a clothing store on the networkGucci handbags , will find almost every store has become a shop owner to show their fashion sense and skill with the window , filled with fashion sense on the street beat and breath of hormone girls . Ability to sell clothes , seems to be the focus of these shopkeepers and not the second property .
In contrast , Nemo and his team can be described as an “alien” was . Women on their shop in Taobao name ” Fontainebleau “, which is a rather poetic name , is feeling some love to dream of girls all day out will be pondering . The reason as ” alien “because of this Online Shop is a business team to help even the lords from their children ‘s Internet industry louis vuitton handbags. And far from the shop in June , Fontainebleau has reached nearly 10 million monthly sales , the figure may be many networks struggle clothing house a few years failed to achieve the goal . Face the reality , had stunning.
According to Nemo that investors evaluate him and his team is ” a professional team with a luxurious , family-run shop is now able to do better canteen open . ” Indeed , ” Fontainebleau “is also the first obtained Taobao investors favored Network fashion house . Nemo described the Road , his business more like the team is ” well- configured regular army “” relative to the kind of family before the workshop , we look more like a company model. Almost every person is e-commerce veteran, everyone clear division of labor . “Nemo introduction , “because we understand the Internet sales team , so we could pull investors. and we have not made certain achievements and to find investors replica watches, but starting from scratch to get the investment . investment cast is People are not we open this store . ”
In-depth market analysis , selection of ladies to start the first step
Online shopping platform, already not the small family workshop
This also marks Today, online shopping platform, already not small family business workshops and grassroots star paradise . Statistics show that in 2009 , Taobao is the first ladies of sales , sales of 26 billion yuan , which is a very unexpected astronomical. This huge market , and should not be merely by the numerous small family workshop was driven . And general web shop is different in the brand since its inception , Nemo and his team spent a long time to study rolex dresses. Initially they wanted to set up a separate marketing platform , but through cost accounting , they found that this practice does not pay , ” so the cost of access to a customer input is very high, about a block or even hundreds of customers in dozens of renminbi ” .
Preparation for more than six months time , Nemo and his team ultimately selected the ladies as they start the company. This choice of several men for a team composed of business is unrelated to preferences , simply because of the depth of the market . Nemo analysis for journalists , “We were elected when the industry , set a few standards , the first is the stronger purchasing power , then that is above the industry in the development of e-commerce , than real good prospects for industrial development . E Business has always been cross regional , and channel the flow of goods more complex , the more advantageous to do e-commerce , but must satisfy two conditions , one is people’s daily consumer goods, one of repeat purchase is required . The clothing is just Our best choice . ” They will place the company on the Shenzhen , took a fancy here, ” a large number of garment factories in South China is the largest fabric sourcing . ”
Internet Marketing often has nothing to do with the clothing itself
In the ” Fontainebleau , ” the page can easily find themselves with clothing sales related content. Such as written with a tone of ridicule members personnel, as well as taking photographs of models with Highlights . And it is these seemingly insignificant little content, able to extend the user ‘s browsing time on the page . “We spent a very long discussion , why the kind of people we want to provide what kind of clothes . Finally, we believe that after 80 groups of people is accompanied by the generation of network growth . online shopping has become a white collar women take up the daily work time Zui Length of the tool . In fact, we wanted to provide a way of life – when white-collar women at work , willing to open our pages to see our clothes , make them feel immediately be able to buy the next day put on . ”
Now, ” Fontainebleau , ” a day of sales in about 100 or so , this may be many networks clothing house for a few years in the business can not achieve the sales. For brand development , Nemo is a greater ambition , he hoped that within a year , his online shop can sell 100 pieces of clothing per day . Yet a year later , to establish their own independent networks Mall brand . Perhaps these we see the goal and almost fantasy figures , in their view is not idiotic nonsense . Over the past few years, even if an effort is not yet mature , there is no plan little girl , turnover may also set up a small network of over 10 million garments of the Kingdom . As the development of the network is the most unpredictable of human technology trends as well who can say , future plans such as Nemo and clear division of the regular army , to establish how the network clothing empire instead?
New world of independent designers
Now, the real creative designers prefer to live in an ivory tower is not willing to cater to mass tastes . Some come out of the designer, is the vast network of success.
Paragraph 600 a year clothing design , sales of 10 per day
In many designer ‘s personal blog, can see the ” Conference “link . Point into , before we know the store selling clothes on the network more popular . 1 388 yuan in the linen suit , after a week in the goods sold more than 100 , even if suit shorts , pants thin legs such basic models , but also to keep the number 10 in the monthly figures on this stable . For most of the meat in the ups and downs of the independent designer , this is an encouraging figure.
The day before the interview , “the Conference ” the owner Ji Weigang boil the night to dozens of the latest design models into models according to their online shop , this is the network owner of the fashion houses often say ” the new ” . For network clothing estate, ” the new ” Speed is their lifeline , ” a new slow if so, what would be stagnant sales down . ” Ji Wei told reporters , while Chi Mei is also the ” Conference ” The only designer . Most rely on the wholesale clothing business online shop , its ” the new ” speed of about once a week , for independent designers , this is clearly Ji Wei ‘s weaknesses . Even so, Ji Wei ‘s efforts, the new speed can be maintained at three times in January . This means , Ji Wei, the design requires 50 sections, each month , one year to design a clothing section 600 , which any creative to survive independent designers, all of pressure .
Set up its own network of boutiques in before the design of Wei Chi is not recognized by the market , the degree of her disheartened . ” inside the garment before , the total sales of their designs are not particularly good , saw sales continue to decline, lack of confidence every day . do not know what the future can be . ” Ji Wei from high school to college has been a professional fashion design , After graduation, have a lot of design experience , the results designed to sell something or not . “It was particularly suspect on their own , is not it should not do this line . ” elements with some pique , Ji Wei left the clothing company , started their own business.
It is more gentle on the people to design more market
Set up its own brand, Ji Wei again combed the design ideas , set itself the target customer as part of the crowd , “because I was born workers , wages are rather awkward . could not afford to buy good , but they do not want to wear Special vulgar things. I understand this feeling , I know many people are making . So I have been doing this brand is to satisfy such a crowd . ” and the ” cut “design is exactly such a garment , Ji Wei designed clothes often wear very interesting , the star before the store has 45 kinds of styles worn , but the style was very low key , nobody can feel too robbed play clothes .
” I think it is a vacancy right away , ” Chi Wei that the network , “Many shop owners are mid-life switch has been done by IT people are now starting to design clothes had . ” genuinely creative designer or unwilling to meet The general public, ” because the general designer of the brand are more select people , tall thin to wear Gaoyao look better . but it is not practical for people , my design may be more gentle than some of them , then the price is more Dominant point . In fact, this is the brand before , I do want a good start . ”
Large enough to match the impressive visual creativity
Browse through the ” Conference “page of the people know that model is their greatest feature film , which can almost be said that posting eye-catching pictures with Chi Mei is the embodiment of fashion literacy , she was very proud , “Today a large part of sales to be recorded in the model of the credit , I want her to be ‘ the CD ‘ logo , the same as KFC grandfather . ” Unlike his contemporaries, the Web ‘s most popular style of Japanese and Korean models mimic With film , “the Conference ” mix of films in which there is a thought . First of all models in the picture is always laughing , people are particularly fond of the feeling of Hing . In addition , Ji Wei is also very know how to use their strengths to carry out different operations, will be the ” cut ” the characteristics of maximum magnification , stylized . “Now other stores are small with Japan and South Korea -style model , we used the classical Chinese characteristics . also asked nearly naked makeup models , on of a lipstick . Compared with other shop seems to aesthetic film , instead we give Were a less tired feeling. ”
With the latest film , Chi Mei will model under exposure to blue sky , the overall feeling is very refreshing image , with the nature . Location and background images , has always been very concerned about where Ji Wei . Perhaps in order to create a “not tired “feeling , Ji Wei selected scene is always unexpected , the most impressive shot in the Forbidden City is a group of film, and Hebei region , called the ” days of Desert ” The desert , this visual style to look at Japan and South Korea used to the vast majority of customers is enough to make it impressive.
Ji Wei think that they have been able to succeed , a large part thanks to the real creative independent designers do not want to lower social status , business network brand . ” and now many have not learned the network compared to the design , independent designers an advantage in many ways . ” brand was established a year , Ji Wei, the accumulation of the hundreds of VIP, in addition to their own clothing brand established a process Plant , compared to the status of many independent designers , this has to be said that a sort of a small miracle .
Photographers , models , processing plants : the network superstructure clothing store
In recent years, a growing number of Internet apparel industry , gave birth to a number of value-added network services clothing store . Clothing factories around the network , network model and photographer network launched a new round of competition.
Network commercial photographer to shoot more than 1,500 sheets per day
“It is a chaotic , many people are to follow suit, without any clear idea exactly what they want their own . ” Ge up on such complaints . Ge on the network called ” Sanda little lamb ” , is now famous photographer network small shops . Although he is a network of direct beneficiaries of the garment industry , but not satisfied with the status quo Ge .
“I want to take to do a series , like photography , like give me a day to 8 sets of 5 sets of clothes . But now the situation is, in general stores want you to shoot better, and some can not wait for you one day making 80 sets of . that the cost of models and photographers will be much lower . one day have to shoot down more than 1,500 sheets , not to mention the work of photographer and model state , even my camera battery had to change the day a good few . laugh at me more than 1,500 models Times, thousands of blinking eyes, and to time, change clothes have become manual labor , just do push-ups as well. ” This is the situation described for journalists Ge . As the owner of the pursuit of the weekly ” on the new ” speed , which means every week need to take a dozen of models with pictures , at such a high density of work intensity, creativity and beauty of the picture is compressed to the most bottom line .
Hottest day in Beijing this summer , the day surface temperature as high as 68 ℃. Ge is scheduled to shoot a set with 798 pieces . ” 1:00 on the 798 , and 4:00 until making . basically Xia Buqu car, the car was pushed back an heat wave . ” intended to shoot 70 day package , even in peacetime , it is very hard work Volume . “We asked the store shelf can not shoot , ah, many props as you can They are very well prepared , but they are stubborn to ask for location pictures, because the network of boutiques in Korea are so shot . ” imitate Japan and South Korea ‘s shooting style is nowadays Many network favorite clothing store , but they do not intend to keep improving , ” the pursuit of many stores on the speed of new goods , goods afternoon came after the night demanded the film away . ”
It is clear that the majority of networks are now boutiques , while expanding the scale , including with their own processing plant , but still did not pay attention to the picture . Ge to our calculations such an account , with a package for the sale of 25 yuan and 50 yuan for consumers to sell , not what the problem is , are very cheap . As long as the picture quality is good, maybe this can be packaged into 50 pieces of product price points . “Women need excitement of consumers . especially the ladies , and many are not necessities of life, which requires pictures to stimulate her . You may spend thousands in the film block , but if you sell 2,000 , is more than 5 10,000 of profit . ”
“You did not tell you the owner talked about the truth ? ” a reporter asked , Ge said: “In fact, the owner of these reasons are understood , we say , they would say , ‘ We know this is ah , so try to find you to film Ah ‘ but wait until the time of filming , or will duplicate the work of tight intensity , good things still get out . As we all know that to maintain good health, western fast food is junk food , but when hungry will eat is the same . ” network of clothing stores in the fast-paced , almost everyone can see all the immediate interests of Ge which have their own views , ” but I think that operating profits in third place in the first one is Brand image , the second is the market share , the third is money. ”
Super hot save a clothing factory shop
Adu Wan Chi-keung and jointly open online shop , office space in downtown office buildings in the inside . Online Shop for security in this home is also quite often heard, “I know that among the companies selling men’s shoes , often someone getting goods shipped . ” In fact , this is named ” sheepskin Church “in command of men’s shoes online shop Centre is the building ‘s car park .
I arrived at the parking lot to see , 56 staff are kept packing , boxing , filling paste Speedpost single . In just an hour , dozens of pairs of shoes already packed pile of piles , there is a moment each person express courier door to get shoes . “MR.ing” is ” sheepskin Church ” the men’s main brand . The brand was registered in late 2008 , within six months in just a myth created to sell . Reporter in the online shop page to see a price of 158 yuan a breathable casual shoes , from the shelves in May of this year has so far sold three thousand pairs of ; by selling price of 158 yuan shall calculate the monthly sales At least 3.75 million yuan . Reporter from the “MR.ing” record in the online sales page to see , just in a month , which deal a success breathable leisure 18 901 single Xie Xie . ” But this is not the most cattle , in May sold a single day one day more than 2,000 pairs of shoes . ” The two stores told reporters .
And to the ” sheepskin Church ” is also supplied at that shoe within six months from 50 to 200 people . Factory as a ” sheepskin Hall ” owned “MR.ing” This a brand , do nearly 20,000 pairs of shoes per month , per do earn more than ten dollars for a pair of shoes equal to operator , relying on “MR.ing” monthly orders Earn from 10 to 200,000 yuan . Now, the factory work to the people increased to more than 200 , and only for “MR.ing” supplier , but this plant is still some very busy , so “MR.ing” another shoe to find another home for some cargo . “We hope more realize the sewing , Shop is their new way to generate income . ” In the new round of competition, the plant has apparently become the standard configuration of the network clothing store .
Star network model of efficiency drive clothing sales
Relative to the photographers , models of work looks a lot easier . WEI Min is now a network one of the most popular web model , her day’s income of 2,000 yuan. But because she is a signed model online shop , so the net earned mold is not the most , as she said , ” Some people take 3 to 4 a day online shop shooting , and no rest day , so down Month to 40 thousand to 5 million in revenue . ” income than the traditional model of a lot higher .
Clothing stores in today’s networks , the use of network model has become a common phenomenon , many shop owners have said, ” The introduction of component net store sales did so to some extent improved . ” shop online just beginning , most of Seller ‘s publicity pictures taken with the camera only clothing photos, reached the site shop , or use the brand professional model photo shots . The picture as more or less contrast texture and style , professional models are not comparable figure any connection with the public , resulting in customers is difficult to determine the dress and size , although the Online Shop click-through rate is not low, but that no one orders . WEI Min said: “The pure product image is not easy to attract customer attention , the role of the network model is the best show this side of clothing . ”
“To be a network model , you do not have to like the professional models who , like very tall and thin , long legs . ” WEI Min introduced the ” shapely , handsome can be , but there must be its own characteristics , with Certain expression , to display merchandise style . ” She said the sale of Japanese and Korean style casual online shop , need is about 165 cm tall , the proportion of medium- slim build , Jiao Qiao , girl -oriented model . Another example, shoe store , shapely legs, only models can be .
Regardless of model or photographer , are network garment industry the last link in the chain . This clothing store a few years ago all the networks are compared with pictures in magazines , the owner recognized the need to have a man went to shoot , the pictures need to show their nice clothes , is already a step forward .
Filed Under:News
Christopher Bailey
Christopher Bailey
Christopher BaileyHuntington-Whiteley: By the way , would like to congratulate you get CFDA Awards . You joined Burberry in 2001 has won many prizes 
Christopher BaileyHuntington-Whiteley: I’m always amazed designers can pick season season brought different design , you have met the design bottleneck it? 
