When the grid takes an important step in the transformation of the integrated electric power provider - the market for fashion-based clothing electricians。
Clothing is increasingly important in the network sales category. Official data show that when sales of online garments rose from $500 million in 2012 to $2. 7 billion in 2013, they became the second-largest category outside the online books, and maintained a 100 to 300 per cent growth rate, the fastest-growing category. Previously, when the strategic development of the transition integrated electrician was decided, the concrete steps to be taken, and the overall development to be a breakthrough at some point, had always been a matter of active exploration and experimentation in recent years, and for that reason, an important reason why it was felt that the outlook was vague. With almost two or three efforts, the road to transformation has become clear — with online books as the basis, with garment electricians as the new engine, injecting a new and stronger pull force into the platform, thus moving forward steadily with the entire platform。
But how to get the new engine, the clothing electrician, to remain strong and sustained is equally important and urgent in the pre-strategic transition period. In the view of the writer, when the internet offers to be a fashion electrician and uses clothing as a breakthrough, it is likely that they will be the winners of the solution. So why use costume fashion as a breakthrough
One is that fashion is becoming a major trend in mass consumption. “the heart of love is all for all”, and everyone has the right and the will to seek beauty. “a lifetime of hunger is a time for food and clothing”, when people solve their food and clothing problems, the spiritual demands of nature, including fashion, are inspired. Food and clothing is one of the most important areas of consumption in people's daily lives, with clothing and clothing taking the brunt. According to the boston advisory report, the size of the chinese fashion industry has tripled over the past 10 years, reaching close to $400 billion at the end of 2010. However, the level of per capita consumption of fashion remains low, at $1150 per year, only about 20 per cent of the average per capita consumption of the united states and the united kingdom. They believed that 30 per cent of the growth in the global fashion market over the next five years would be provided by the chinese market. It is clear that china is in the midst of a rapidly developing typhoon in the fashion-consumption market, when vice president deng yi fei said that when he learned last year that there was a rapid shift towards massization, and began to set up clothes, and through the autumn and winter clothing fairs, testing water and achieving good results in high- and middle-end garments, such as tail-swipe purchases and fresh-swipe purchases, and multi-party exploration from model to product classification made clothing the second-largest product of the web after books, selling more than half of what is available online – providing a powerful base for garments as the net moves further. In my opinion, when the net is about to become a pig standing in the front of the typhoon as a fashion electrician。
The second is the construction of an iron triangle for a large platform for integrated generators. When the internet moves from being the largest library network purchasing platform to becoming the most powerful integrated power provider, a second strong anchor is needed to form the iron triangle of the web-based integrated power provider platform, which will make it possible to create and consolidate its own strategic future-oriented configuration. The second corner is that of clothing electricians (the third triangle, which can be summarized as other than books and clothing electricians). As can be seen, with the size of the clothing market, the imagination is far beyond the books, etc., when the net is on the next big game。
The data show that in the first quarter of 2014, the overall gmv of the network increased by 54 per cent, of which the gmv of the platform's clothing class reached 550 million, or 116 per cent; in the second quarter of 2014, the trade in clothing class increased faster than the platform's, with the size of the second quarter already exceeding 50 per cent of the total platform's trade. Most notably, clothing has grown faster than books and other department goods for six consecutive quarters, making it the fastest growing category. How to proceed is the next most important and critical step in becoming a strong garment electric powerer. If it is done well in fashion, when a garment electrician succeeds in half, it can provide a stronger guarantee and solid foundation for the next generation of the country’s largest live-in shopping platform. This is why, when the web is so high-profile and emphasising the goal of clothing fashion, it is, in this sense, the “moderate” of building the first platform of an integrated electrician in the future。
Thirdly, fashion is the most easy-to-extension and successful market. An analysis of the consumer population of online books shows that when users of the internet have a strong sensitivity and demand drive to culture and fashion, there is a strong correlation between clothing and fashion, together with the apparent strong consumer demand space in the garment market, starting with the clothing electrician as the best option for doing so. But how to make the online clothing market work is the size effect of a standardized product, or whether to follow a high-end pursuit route, or to build on the existing user structure and upwards, when the latter is chosen — based on the network-based fashion market, which has a strong consumer-group structure — seems to be the most likely success of the network in terms of clothing electricians。
When innovative approaches are taken in the marketing and communication of fashion clothing based on the new consumer environment, they include the creation of stand-alone design support platforms, the introduction of a c2b model for designer channels or special areas, the provision of personalized advice to designers to help them identify the target users with precision, the creation of open platforms for pre-sale and customization of medium- and high-end clothing, and the introduction of b2c models innovations. In addition, based on the spread of smartphones and mobile networks, when the internet enhances integrated service capabilities and customer experiences through platform wirelessization, such as the introduction of the chicnow/go fashion shopping channel at the end of a mobile phone client, the "wireless fashion products" at the time of the tone and the iwant topic shopping community, these practices make the sale of online garments less rigid and lighter, and the integration of light community products with o2o leads to more accurate distribution patterns. It is understood that 50 per cent of the net's wireless tribune has achieved new arrivals from mobile phones。
Fourth is the potential market. In the conventional understanding that fashion must be made, attention must be focused on the first-line cities of beijing, shanghai and guangzhou. As a result of well-known logic, the fashion market in these front-line cities is highly competitive. However, as the level of economic consumption rises, including consumer groups on the second, third, and third lines, with their trend towards fashion and clothing becoming increasingly apparent, consumer demand has expanded dramatically, creating a huge and growthable consumption space; while, at the same time, a growing number of domestic and foreign fashion brands have seen the capacity of china's non-lined cities to grow strongly, “second-line cities know, third-line cities don't understand, and fourth-line cities simply fail to grasp” and there are few real opportunities for development that can see market potential while they are successful and full. One of the most important reasons behind this is that, in addition to the existing advantages of continuing to stabilize a front-line city, the future expansion of the net in the garment market is an extension to domestic markets on the second, third and third lines. On the one hand, electrician platforms bring closer understanding and communication between enterprises and consumers, and once more critical geographical thresholds, such as distribution logistics, are addressed, it is likely that they will open the door to the market for the consumption of fashion clothing in non-linear cities and enter a large blue sea market. In the right words, when the network’s own operations are operating faster than the logistics of competitors such as kyoto, it also provides strong confidence and a bottom line for the subsequent extension of markets and the prospect of success for fashion electricians。
“we're going to be an integrated fashion powerer with a cultural base. In addition to books, there are clothes, shoes, accessories, makeup, household items.” when the iron triangle of the grid's large-scale electric power plant is at its beginning, fashion is becoming a key step towards achieving its long-term strategic objectives。
Ioan, a former corporate partner, vice-president and director of markets/public relations, in the marketing departments of european-american multinational enterprises and it companies such as cacade and simoon, and china-ukrainian, etc. He is currently vice president of gootime。
Responsible editor: zhang dei
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