The Original Designer Brand Will Become The Main Source Of E-Commerce, And The Integration Of Resources Will Become The Key.

Original fashion designers become electric providers to fight for "fragrant meat and potatoes"

From product to commodity problem to be solved

The brand of original fashion designer seems to be more and more favored by capital.

Not long ago, Tmall and Jingdong launched support.

Designer brand activities.

Not only is the electronic commerce platform, but some of the brands have begun to seek designers' resources in the industry, hoping to seize more designer resources and seek brand breakthroughs.

Through the platform built by these business enterprises, can these original designer brands go out of the minority and face the public?

Original designer becomes "fragrant meat and potatoes"?

Liu Yueping, President of Guangdong clothing association, believes that China does not lack outstanding designers.

But most of them work in enterprises, and all their creations are designed around the style of enterprises and brands.

Some designers choose to set up their own studios, but they either make product planning for the enterprise, or do ODM (original design manufacturer), and others choose to open their own shop.

The electricity supplier is a choice to open a shop, but whether it is online or offline, these studios,

Most brands still follow the route of "niche" and "private customization". The scale is too small, and the unit price of products is high, which is not accessible to ordinary consumers.

Relevant data show that last year the total consumption of clothing terminals in the country was around 2 trillion yuan, while online pactions accounted for 700 billion yuan.

It is precisely to see the advantages of electronic business platform, more and more designers hope to directly contact more consumers through this platform.

Some capital also sees this market.

At the end of last week, Fang Jianhua, founder of Sini group, announced that it had invested 100 million of its capital to launch the support plan for designers, and hatched 20 to 30 original designer brands.

It is interesting that, as early as March this year, the famous Amoy brand was acquired.

Listed companies have attracted much attention in search of the 324 million yuan investment.

Fang Jianhua said that this is also the highest valuation of clothing business investment.

He plans to start IPO at the end of this year, and is expected to become the first listed brand.

According to Fang Jianhua, in 2013, Hui Mei Group quietly launched the "designer brand Incubation Platform" plan, including living on the left, PASS, SAMYAMA and so on.

"These brands have been set up for about 1 years, but this year's sales are expected to break through 100 million yuan."

He said.

Pattern pain point: product to merchandise conversion disjointed

In fact, a few years ago, the platform has tried to integrate designer resources and create its own fashion ecosystem.

"First Financial Daily" reporter learned that Taobao D2C designer shop has been launched for many years, the mode is the integration of design resources, each clothing is pre sold, the amount of sales to achieve the size of the sale of production.

In 2014, Tmall and Beijing International Design Week organizers announced that the two sides joined hands with hundreds of world-renowned designers to exclusively store Tmall in the "design cat" shop. Next, Tmall will issue a new designer platform to achieve the overall solution of brand fashion.

However, a businessman who runs a clothing shop told reporters that the D2C mode itself has fault problems, which is the pain point that the platform can not solve.

Earlier, Ali launched the D2C platform in a high-profile manner. Once, he poured a lot of platform resources and set up specialized channels, hoping to pform personal designer resources on his platform.

"Later it proved that the project did not land very well."

The merchants said so.

He believes that D2C itself is a good innovation. Because of its own brand operation capability, supply chain and management shortage, it is difficult to catch even a lot of traffic flow.

Second, from the products displayed by the D2C platform, these original designers lack experience in the market, and most of the styles of clothing designed are conceptual works, and consumers may not necessarily buy them.

"D2C involves

It is difficult to realize the pformation of design value only by designers and sales platforms.

The businessman said.

The rapid development of e-commerce has provided opportunities and platforms for some niche designers to enter the market.

Businesses are beginning to shift from price strategy to value strategy, but integrated supply chain is always the biggest bottleneck.

"Integrating designer resources is the direction that all sides are optimistic about, but it is very difficult to do it."

Fang Jianhua believes that the platform has the advantages of flow and influence, but it can not achieve continuity and convergence in brand positioning, capital, daily operation, supply chain and talent team management.

"As an Amoy brand, the brands such as Yin men and Chu language of the Hui Mei banner are very successful. They have natural advantages in this area and can provide a complete set of business solutions for these brands, which is more popular than the platform."

He said.