Luxury Goods Settled In The Online Shopping Platform Big Data Has The Final Say.

In 2014, Zara and C&A were launched on Tmall, GAP launched the online store into Jingdong, while UNIQLO official website first promoted the virtual fitting function.

Previously, H&M and other brands or other shopping websites, or insist on the main official website shopping.

Compared to the worry of the "fitting room" of e-commerce, fast fashion brands prefer to find a balance between online and offline profits.

China is the second largest e-commerce market in the world.

In 2014, the total sales volume of Chinese e-commerce clothing is expected to reach US $100 billion, an increase of 40% over 2013, while clothing sales account for more than 20% of China's electricity supplier market.

However, at the same time, the market share of physical stores is rapidly losing.

Is fast fashion brand reluctant to cooperate with the electricity supplier?

In fact, having a certain brand advantage, fast fashion is not worried about physical store business.

The reason why we are reluctant to cooperate with the e-commerce platform is that there are many counterfeiters on the electronic business platform.

"Before, some consumers complained that they bought fake products online and asked us to negotiate with the electricity supplier. As a result, the electricity supplier needed us to pay the" fake fee "year by year.

A fast fashion brand revealed that a few years ago, the online shopping environment was not ideal.

Unlike a domestic or several online shopping platforms that dominate online shopping, many fast fashion brands prefer to build their own products in Europe, the United States or Japan.

Network.

In 2014, there was not only a single brand and electricity supplier cooperation, but also an overseas fast fashion shopping platform Topshop, which officially entered the Chinese market by way of cooperation with monks.

Although cooperation means part of the channel and its profits, it will be eaten by China's Internet e-commerce providers, but the development potential of the Chinese market will still let the fast fashion go without hesitation.

"Is there any difference between working with China's e-commerce providers and opening a store in shopping plaza?" a fast fashion executive asked rhetorical questions in the face of Chinese media.

The excavation of consumption big data is becoming what most fast fashion wants to do in China at the moment.

"A brand can produce 15 to 20 series a year, and all the clothes in the headquarters warehouse will not stay for more than 3 days. The basis for quick decision is correct market data."

Facing the high cost, fast fashion brands entering the network need not bother to build physical store coverage.

In particular, the two or three line city market not only eliminates the need to open shop to infrastructure, but also does not need to worry about the quality of service.

What is more attractive to fast fashion brands is the big data generated by the network platform, which will become a real and effective market reference.

When the first tier city stores are no longer crowded, which two or three line cities will become the first choice for new stores, perhaps they will be drawn from the online store data.

Insiders say that as one of the most important markets in fast fashion, China not only has a large number of consumers, but also more importantly, for international enterprises, the Chinese market is evolving into an experimental arena that can predict the best way to make profits online.

It is worth learning.

Data development capability.

A fast fashion executive told reporters that all stores will have an early meeting every day, which will collect the quantitative data, that is, the sales analysis report of the previous day, and the intuitive feedback from the salesperson to the consumer, and report it to the headquarters.

Once a product is finalized, the design drawings will be directly distributed to the manufacturer.

In this way, we can ensure that we do not face too much inventory pressure, and we can get the most direct test from the market.