New Strategy Of E-Commerce

Clothing, food, housing and transportation are people's "essential needs". Among them, clothing, affected by the standardized chain of production and supply, may be the industry that is most likely to upgrade and produce drastic changes.

At the beginning of this century, e-commerce has not been so developed. Clothing wholesale markets around the world are the most important platform for clothing circulation.

Fast fashion brands with business brains travel through major fashion weeks every year. Relying on the beautiful "affordable" fast imitations, the process of designing, proofing and putting on the shelves is compressed to 14 days. The new clothes that have just come out of the factory can be airlifted to global stores within 48 hours. This high turnover rate and cost-effective mode has made the fast fashion brands represented by Zara invincible.

Quick response to the trend, integration of the supply chain to improve efficiency, is the era of physical stores, fast fashion inspiration.

However, with the continuous improvement of e-commerce and logistics infrastructure, the consumption supply of clothing industry has already changed. If we say that the first wave of change comes from Rongmei and handu Yishe. These "Taobao brands" were born around 2010. Online shopping has changed consumers' purchasing channels and decision-making paths. The massive amount of goods has been turned up, and the convenient selection experience brought by * * shelves has made "small order quick response" the most popular pronoun in the industry.

The second wave of change is happening now. To be "fast", this is still the original driving force of the clothing industry iteration.

However, for today's consumers, the meaning of "fast" is more abundant: it is not only a quick response to fashion trends, rapid production and marketing, but also a quick response to consumers and feedback - this is no longer a simple "supply", but a more complex "consumption"; This is no longer simply "selling goods", but clarifying the "customization, service and experience" of the whole industry chain in the upper, middle and lower reaches.

On September 5, Taobao tmall apparel announced the upgrade of vertical operation strategy at the business conference. In the future, Taobao tmall apparel will promote the business growth of merchants with the dual wheel drive of "user + supply". Qiao Qiao, general manager of clothing fashion of Taobao tmall industry development and operation center, said, "today, there are a large number of millions of active merchants on Taobao tmall. We can say with great confidence that we have the strongest supply." But after having abundant goods supply, how to better meet people's needs? This is a question that needs to be considered.

From supply to consumption, from consumption to industry, how can the brand-new Taobao tmall apparel use the direct to consumer (DTC) mode to facilitate the digital and intelligent transformation of clothing brands, and Taobao tmall, which is good at operating "goods", how will Taobao tmall serve consumers well in the future?

　　 Taotao is the long board of e-commerce, with a new strategy

Last September, Taobao tmall established a new business model and announced that it would become a DTC platform. At the tmall's "top talk" business conference in May this year, Dai Shan, President of Alibaba's domestic digital business sector, expounded the new strategy of Taobao tmall: from transaction to consumption. Different industries have different vertical strategies. As the core category of Taobao tmall, clothing has always been the explorer of new strategy.

Decades ago, in the first stage of material shortage, e-commerce platforms mastered channels. By manufacturing goods and moving goods online, consumers would buy the goods; In the second stage of abundant materials, consumers have more choices under the same category, but the e-commerce platform can still help businesses stand out and gather huge orders by grasping marketing promotion means. Nowadays, when materials begin to expand, channels become rich, and consumers become "picky", businesses need to pay more attention to the whole life cycle value of consumers.

"From the era of commodity king, I hope you will move to the second consumer centric era."

Qiao Qiao believes that in the past, the word "traffic" was more familiar to businesses. Businesses were concerned about UV (independent visitors) and ROI (investment rate), but in fact, it was difficult to give full play to the real value of each UV. "I've been to see the membership system of many brand merchants, but it's a pity. In our whole membership system, the first-class clothing members account for more than 60% of the total clothing purchase. But when we look at the data operation assets in detail, we will find that there are very few customers who buy twice or more than three times." Compared with the purchasing power of offline customers, the consumption of online members has a higher upper limit to fill, which is a vacancy waiting to be filled.

Let users really become "users", rather than obscure traffic. This is the era of Internet "reservation", businesses need to change from managing the number of consumers to managing the value of consumers; On the other hand, consumer insight is often an opportunity for the industry.

"Today, for example, we have noticed that the height of 14-year-old teenagers can reach 1.7 meters. It is not necessary to wait until the age of 18 years old to become an adult market." Qiao Qiao said that Taobao tmall has 1 billion consumers, which is the basis for them to have a good insight into the consumption demand. Many markets are still in the zero stage, and there may be little traffic, but it is a real blue ocean.

"We believe that there are two levels of (consumer centered). One is to transform existing goods into content, so that consumers can better understand the product; the second, in fact, I extend it to industrial collaboration, which is actually to operate the relationship between plvm and clvm. (adopted) Consumer feedback, better optimize products and content in a digital way. " In other words, the former is to change the way of dialogue with consumers through "content-based", while the latter is to accumulate consumer assets through "digitization", go deep into the industrial chain, and guide commodity development and content expression through digital intelligence.

　　 Deconstruct nine trend tracks through style digitization ability

　　 Clothing + content

"Today, we are talking to consumers about goods in the Internet age. It must be goods plus content."

Qiao Qiao revealed that since this year, Taobao tmall clothing industry has taken the lead in making adjustments in the organizational structure.

　　 "Originally, the content team is the content team, and the commodity team is the commodity team. This year, our whole team together is called the supply team. It is responsible for both the goods and the content. In the past, our team's cooperation mode was that after the goods were delivered, they were given to the field, which was actually the flow. But now what we need to do is to make the good goods content, and then add the good products The part of ronghua is put into the field to achieve the efficiency of ＂ Joe told reporters this year that this is the focus of work.

Around this focus, specific to the clothing supply strategy, there are three key perspectives that the industry side pays attention to: where are the new opportunities? How to improve the efficiency of products, especially new products? How to make commodity content oriented?

On the platform side, changes are taking place step by step. Guess what you like on the home page of Taotao app. Now, in addition to pictures and texts, live broadcast and short videos, there are also cards like "ghost horse girl style", which is the online "style book" of the clothing industry; In the search of "how to wear American style retro style" in the manual search of transaction efficiency, a "style encyclopedia" will appear, which introduces in detail the dress guide, matching formula and good style stores; Some stores home page and product details page, have appeared "collocation" column, it is no longer a simple single product recommendation, but a combination of style display; Store home page and baby details of the second screen began to appear "series"

Zhizhi Zhizhi, a women's wear brand founded in 2018, has established a unique brand image by integrating Oriental elements into the design. Zhizhi clothing partner Duan Lian told reporters that since this year, one of the key points of their operation is to do a good job of "collocation" - that is, the collocation of the tab column and the product details page of the store. "Each of our core styles will be matched. At present, 20% of the styles have corresponding matching. We have noticed that the efficiency of new customers entering from the matching is higher than that of the new customers." In 618 this year, Zhizhi's sales volume of graphic and video guidance exceeded 2 million, of which Gmv of skirt category increased by 104% year-on-year.

"Why match? We think that collocation is touching us to show all kinds of possibilities of this product. It can break through some inherent understanding of the brand or the product." Duan Lian explained that the same style and rich collocation can make it present in various styles and scenes, so its innovation efficiency will be higher.

Not only "collocation", Taobao tmall clothing has released a number of vertical new products——

1. In order to explore new opportunities, in the previous "new power week", nine trend tracks such as "hot girls in tooling" and "workplace elite" were launched through the digital ability of style, and "style" products were also launched. If you sign up to become a style merchant, you will be able to appear in the first published style encyclopedia, main search style encyclopedia and IFashion trend express;

2. Aiming at improving the efficiency of products, especially new products, launch a series of new products such as XR new show, etc. In the face of consumers, through the unified style, function, tonality, use scene, series interpretation and content packaging, commodities can form a joint force and appear in the form of "series" in the private area of stores and even in the public domain;

3. Aiming at the content of goods, through "matching" products, help the basic content of goods in the form of text and short video.

　　 "In the past, a lot of products of hand Taobao were general products, such as search and recommendation. No matter I am a men's clothing merchant, a women's clothing merchant or a shoe and shoe merchant, they are the same. But today, we will find that when consumers buy different goods, their purchase paths are not the same, so correspondingly, our shopping guide and transaction path must be different. In the future, we hope that there are some differences in search and recommendation in the whole industry. This is why we have been focusing on vertical construction in the past two years. " Joe said.

　　 Human operation

Content is the key word of operation at the level of goods; Experience and service are the key words of operation at the consumer level.

Vertical products that enhance the consumer experience, such as the magic ruler, solve the market problems after marketing. As a kind of standard goods, the clothing industry size confusion has been a chronic disease to reduce the consumer experience. "What we are doing (Magic ruler) is to efficiently match the user size with the product size. We use some ar measurement technology to measure the user's foot length, chest circumference, height and hip circumference, so as to help users screen more accurately and reduce the marketing cost of merchants." Xiaojian, the person in charge of Taobao tmall clothing product center, said that in fact, it also effectively optimized the return rate of merchants.

Since this year, in addition to the vertical products that directly improve the consumer experience, the clothing industry has made a more clear and concise carding and upgrading in the private areas such as stores and members, as well as the shopping guide chain connected by the public and private domains.

　　 "Entering the store from the home page, we hope that members will have a stronger sense of belonging in the future. On the one hand, we will work with businesses to make the members more clear and standardized, let the other party know what the members are and what they can enjoy. Even we will have some more explicit expression of the membership identity at the bottom left of the shop homepage. On the other hand, we will help the businesses to do it based on customer service and other channels More incremental member information, including the growth of members, learning of members, based on these two directions, more efficient management of stores and members. " The former is the certainty of the member's own experience, and the latter is the certainty of the merchant's operation means.

In addition, according to the different sources of users entering the store, such as the first guess, search, details, shopping cart and other channels of entering the store, their consumption intention will also be different. Through the differentiated design of shop moving lines, further efficiency can be achieved in the shopping guide chain. "Including that we are also exploring some new shopping guide forms, such as VR live broadcast, and 3D interactive try on, try on, audition and other new experiences. These are some of the innovation capabilities that we have extended out of the industry characteristics we have explored." Xiaojian said.

Layered operation for consumers, providing better experience and service, and then accurately insight into the real needs of consumers, reverse the upgrading of goods, connecting upstream production and design, sales and promotion of midstream, and downstream service and experience - in essence, this is the core logic of "supply + user" dual wheel drive, and it is also the charm of DTC mode.

This time, Taobao tmall clothing industry also released "new brand plan, Pathfinder plan, billion club + 10 billion plan". Qiao Qiao said that it will provide three vertical upgrade services for all clothing businesses, including "commodity content, new series IP and new live broadcast"; At the same time, more new forces will be introduced, combined with the upstream and downstream industry ecology of clothing, and the exclusive incubation track for new business and new brands will be built for the six major trends of style brand, designer brand and star tide brand. In the future, we will focus on supporting 100 brands with annual turnover exceeding 100 million to 1 billion, and help 10 brands hit the target of 10 billion. "When I started to explore the fashion industry, I didn't think it was the ability of us to explore the fashion industry through the technology platform seven years ago."