Fast Fashion Brand's Tmall Fashion Trip

In the course of a few years, Tmall witnessed that the path of overseas brands entering China began to shift from the "first line to the next line" to the "first line and the next line". Overseas brands also witnessed the transformation of Tmall's first fashion shopping landmark from Taobao to online. Of course, this has nothing to do with the global influence of the Alibaba listing. In addition, from the fast fashion brand in the past two years, the rapid laying of stores in the Chinese market can be seen. Chinese clothing market The unusual activity provided them with vast market space.

Another domestic e-commerce platform, Shang Ping net, ushered in the fast fashion brand TOPSHOP, which does not have a physical store in China.

However, what follows is fierce competition among brands. Although China's market elements are comprehensive, it is precisely the place where they are most scratching their heads. Why do these fast fashion brands still have to take this action? Is it just a full channel strategy? Maybe not necessarily so simple.

　　 Big data charm to reduce market demand

A few days ago, at the Sino British Trade Forum, Malone, director of the retail industry at the British investment and Trade Department of the British Embassy in China, said that fast fashion brands chose online channels in China. Through the click through rate, merchants can collect a lot of useful user information, such as buyers, Guangzhou or Changsha? Which area is the most popular? How can the purchasing power be? Through the collection and analysis of big data, we can know the source of the main customers, so as to decide the location of the physical store, such as the largest purchase in Guangzhou, then set up shop in Guangzhou.

"Big data", which seems to be burning money at the same time, has been well used in fast fashion. For example, ZARA, its online store in addition to trading behavior, is also the touchstone of marketing before the launch of active products. ZARA usually conducts consumer opinion surveys on the Internet, and then extracts customers' opinions from the network feedback to improve the actual shipment products.

At the same time, ZARA The mass data on the network is regarded as a pre-test index for the physical storefront. Because people who search for fashion information on the Internet, their preferences for clothes, information and the ability to spawn the trend are more advanced than the general public. Moreover, consumers who know the ZARA information on the Internet will have a high ratio of consumption to physical stores. ZARA has chosen to cater for the products or trends that users like. Indeed, sales performance in the physical stores is still bright.

These valuable customer information, besides being applied to the production end, is also used by various departments of the Inditex group (ZARA), including customer service center, marketing department, design team, production line and access. According to these massive data, the KPI of each department is formed, and the vertical integration spindle of ZARA is completed.

Editd from Britain is a big data service company. It provides instant market and consumer behavior data analysis for fast fashion brand ASOS. They obtain large data sources based on retailers' e-commerce information and social media. ASOS subscribed to Editd data services for 18 months, and finally changed their pricing strategy according to Editd pricing information, which successfully increased sales of brand 33%, and increased by 37% in the fourth quarter of 2013.

As early as last year, MUJI, which was launched on its own e-commerce platform, also pointed out that the reason why Tmall cooperation is to see its large number of buyers, based on this, can get better market feedback.

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　　 Penetrate the sales area and sink through the channel.

Another point of view is that in the early days, many clothing brands went through the electricity supplier to inventory, so that the clothing industry's electricity providers could not get rid of the "low price" consumption impression. Although there are special price zones on the business platforms of several fast fashion giants, they invariably adhere to the bottom line: the same price with online stores. ZARA Tmall flagship store has adopted the strategy of selling products at the same price.

Although online sales have a more obvious cost advantage, the fast fashion giants are implementing the strategy of online and offline parity, which means that they do not want to sell too much online sales to stores. However, at the same time, although there are online and offline prices, there are two entities of the entity store and electricity supplier: how to coordinate their internal mechanisms and how to maximize their respective value.

UNIQLO as the first international fast fashion brand to enter Ali platform, its online sales performance has been impressive for many years. From the electricity supplier data analysis platform, "intelligence Cube", respectively, in October, Tmall mall men's clothing, women's clothing TOP30 sales ranking survey shows that UNIQLO ranked first and two respectively. However, Pan Ning, a senior executive vice president of global marketing group and UNIQLO CEO of Greater China, told the media that online sales account for only about 6% of the overall sales of UNIQLO China.

So how much space can fashion make the electricity supplier? Whether it is H&M, ZARA or UNIQLO, its coverage in the first tier city stores is enough, and with the help of the electronic business platform, its radiation range is unintentionally expanded without spending too much cost. Consumers in the two or three tier cities and even the lower tier cities can choose products that they like online. Therefore, the layout line can help sales in areas where there is no penetration.

It is worth noting that with the intensification of competition in the first tier cities, fast fashion brands are also actively expanding to the two or three tier cities in China. In the industry's view, for fast fashion brands, the sink channel is the right choice. The only thing worth watching is that its brand is accepted in some two or three line areas. Therefore, with the help of online platforms, it is possible to test water for these markets that have not yet penetrated.

Online big data paving line under the shop location, offline collaboration online brand popularity. Fast fashion brand The channel strategy in China is also clear.