Online shopping that has been in China for seven years is increasingly changing people's lives: the physical store "Yiwei" shop "fitting room", advanced technology allows "virtual fitting room" (see http://b2b. Toocle.com/zt/sdsm/) Breaking into a butterfly, online clothing is gradually getting rid of the "notoriety" of low-end goods...
From October 20th to 22nd, when the reporter interviewed the Ningbo International Fashion Festival, in addition to the exciting catwalks with 15 gorgeous scented feathers, more than 200 domestic e-commerce giants gathered here. For a time, “E wardrobe†was the theme of online shopping. "It has become a hot spot for many clothing brand merchants.
Online shopping surged to the store's free "testing family"
"If you often make online purchases or want to continue shopping on the Internet, please raise your hand." When the voice was just down, I saw numerous hands in the venue.
At the “2011 China E-Commerce Application Summit in the Chinese Garment Industry and China E-Commerce E-Commerce Sourcing Fair of the Garment Industry†(Conference website: http://.cn/zt/fuzhuang/), the special researcher of the China Electronic Commerce Research Center The president of Hangzhou Win Education Consulting Co., Ltd. Cui Libiao improvised an on-site investigation. "I will investigate in a crowded meeting. From this we can see a trend that is e-commerce. It is hot year after year."
For the traditional brand clothing whether to open the shop, all experts have given recognition. Cui Libiao bluntly stated that China’s nearly 500 million Internet users, if we call it the country, have the third largest population in the world. Do we really want to seize the Internet market? This is no longer a problem. "If you don't act again, what you miss is not an opportunity but an era."
“The survey data of 30 cities shows that the penetration rate of online shopping consumers in China is more than half of the Internet users. In 2012, the scale of domestic online shopping transactions will exceed that of Japan and will exceed the US in 2014.†China Clothing Summit Forum held during the clothing festival. Li Shujun, general manager of Ningbo Hehe Jieshi E-commerce Co., Ltd. also mentioned online shopping.
Online shopping has become a new consumption model. Yintai CEO Liao Bin told reporters that since 2007, China’s apparel e-commerce has become the top spot for online transactions and apparel has become the most popular online shopping product. Cao Lei, director of the China E-Commerce Research Center, laughed and said that many girls like to buy clothes when they are okay. One Ms. Hangzhou has spent more than 2 million online shopping clothes within a few years. She did not feel comfortable when she did not deliver it over the day. This is a typical manifestation of online shopping dependency.
Taobao data shows that between 19 and 35 years of age is the mainstream of online shopping, and even some young people are accustomed to the shopping activities of shopping and online shopping. They are called “fitting familiesâ€. Xu Lihong, who works at a travel company in Nanjing, regards Golden Eagle Xintiandi as a fitting room, selects, tries on, and remembers the article number, and then orders from the internet. Two or three days later, the clothes tried on the mall go to the front of the house. Diverse clothes can often save three or four hundred yuan.
There are many consumers like Xu Lihong who use clothing stores as a free "fitting room." Zhang Wei, commercial director of Pinjue.com, believes that the increase in "fitting clothing" is not only the factor of cheap shopping on the Internet, but also "because there is no need to stop, you don't have to queue up and you can easily shop in different places."
Tao Zheng, manager of business development at Jiaxun Gang Interactive Media Technology Co., Ltd., revealed that some shopping malls in Australia and Japan have also launched new charging items for “fitting feesâ€. This is also a frustrating move after the physical store encounters a massive "invasion" of the Internet.
Virtual fitting makes the computer a "magic mirror"
After statistics and analysis of the group purchase data of the apparel industry, Wang Qiheng, the chief researcher of the Leading Group Network CEO and the China Electronic Commerce Research Center, found an interesting phenomenon. The group purchases the largest number of men's shoes in terms of consumer spending, followed by women's clothing. "Because men's shoes don't need to be tried on, you can generally see the effect on your feet by looking at pictures and numbers. Women's wear, especially women's fashion, can only know the effect after trying on them." Nowadays, the exchange rate of online clothing Nearly 30% are not due to quality problems, but they are far from effective.
The reporter was pleasantly surprised to find in the exhibition area of ​​the clothing festival that the novelty of “virtual fitting room†has been adopted by some brands.
In a dark tent on the spot, the reporter found a three-dimensional human scanning device. After booting, a layer of light or horizontal or vertical light waves can be seen by the naked eye across the human model from head to foot. After 10 seconds, more than 70 data such as bust, shoulder width, height, and stomach circumference of the model appear on the computer screen. At the same time the model was also scanned onto the computer screen. The system also sets various operations such as body type, expression, and dressing method. The reporter retrieved the clothing on the Internet and tried it on the mannequin. Not only can he see the positive, side, and back effects after dressing, but he can also see clothes worn in pants and other wear methods. For remote online shopping consumers, they can intuitively feel the simulation effect of wearing their own clothing.
The technician told the reporter that without the body scanning equipment, the customer's physical data can be uploaded and the more detailed the account, the more realistic the human body simulation will be. Then upload a bareheaded photo and you will see a virtual one. Not only can you try on clothes, you can also be your own image designer, change hairstyles and makeup, and finally find a dress that belongs to you. This kind of online experiential marketing has been applied by some big brands of apparel operators, which has solved the problem of network fitting.
Chen Liwei, one of the members of the Global Sentinel Alliance and vice president of Hangzhou Sendong Digital, explained that the next step in the development of “virtual fitting rooms†is the application of somatosensory technologies. "What is somatosensory? Simply put, use gestures and actions to replace the mouse."
Chen Liwei believes that advanced somatosensory technology can make a qualitative leap in virtual fitting. It used to be a one-minute change, and now you can even change 100 in one minute. At that time, the body is the remote control, and the computer monitor is like a mirror on the same side, showing the customer a 360-degree strange effect after wearing clothes. Not only that, the application of this technology can also change the garment production process. In the process of virtual fitting, customers can use intelligent robots to learn which people like which type of clothing. This valuable survey information allows manufacturers to clarify market information before investing in mass production and adjust their production chain. Of course, the "sense of the virtual fitting room" still can not solve the problem of skin feel, smell and other problems that clothing brings to consumers.
"E Wardrobe" has its own high-end brand with the same brand, the price difference between online and offline will reach three to five times. How is this data formed?
Wang Chenda, the general manager of China Cashmere Shirts, calculated the accounts for the reporters: 100 yuan for each purchase of provincial agents, plus 20% of the normal price, the main profit depends on the amount of running; to the prefecture-level and county-level agents, they must increase their prices. 50% to 70%; the higher the price increase to the back, to the mall, it is 8 to 10 times the original price. The network clothing is usually an agent for direct supply, and some are even directly operated by the brand operator, so the price difference between online and offline is 3 to 5 times normal.
In order to avoid excessive damage to the brand, some clothing giants started to build brand lines on the ** line. In Hall 1, a survey of reporters found that a large number of brand-name clothing such as Youngor, Lodz, and Shanshan had almost reached the net across the entire network. They also specially created different brand series for online shopping malls, such as Youngor’s “Han Ma Family†and Sugi. Sugi's "S2 City Life" and so on. Such a marketing approach does not simply use the network as a distribution center for off-season products and second-tier products, but it has opened up a new front.
Experts believe that in the future there will be more and more high-quality users tend to brand products, the concept that the network is a bargaining position will also be changed, and high-end Internet brands are gradually emerging.
Martha Marceau, known for its high-end menswear brand on the Internet, has been sought after by many artists and has become synonymous with fashion. Mei Shan, vice president of the brand introduced. "In men's fashion, when more and more men realize that the image power determines the influence, we provide customers with a 5-minute image design tool to facilitate customers to choose the best dress while selling on the Internet."
While numerous experts and merchants have demonstrated the importance of online shopping with various viewpoints and data, Wu Jianmin, chairman of Shandong Shulang Garment & Apparel Co., Ltd., summarized in a rather dramatic discourse, that people are gregarious animals, and virtual shopping malls can be easily redeveloped. But it also reduces the process of enjoying the street. The physical store is the most intuitive image display place for a brand. Therefore, the online and offline stores' actual and complementary situations will exist in a certain period. (Source: Xinhua Daily/Liu Yanyuan)
From October 20th to 22nd, when the reporter interviewed the Ningbo International Fashion Festival, in addition to the exciting catwalks with 15 gorgeous scented feathers, more than 200 domestic e-commerce giants gathered here. For a time, “E wardrobe†was the theme of online shopping. "It has become a hot spot for many clothing brand merchants.
Online shopping surged to the store's free "testing family"
"If you often make online purchases or want to continue shopping on the Internet, please raise your hand." When the voice was just down, I saw numerous hands in the venue.
At the “2011 China E-Commerce Application Summit in the Chinese Garment Industry and China E-Commerce E-Commerce Sourcing Fair of the Garment Industry†(Conference website: http://.cn/zt/fuzhuang/), the special researcher of the China Electronic Commerce Research Center The president of Hangzhou Win Education Consulting Co., Ltd. Cui Libiao improvised an on-site investigation. "I will investigate in a crowded meeting. From this we can see a trend that is e-commerce. It is hot year after year."
For the traditional brand clothing whether to open the shop, all experts have given recognition. Cui Libiao bluntly stated that China’s nearly 500 million Internet users, if we call it the country, have the third largest population in the world. Do we really want to seize the Internet market? This is no longer a problem. "If you don't act again, what you miss is not an opportunity but an era."
“The survey data of 30 cities shows that the penetration rate of online shopping consumers in China is more than half of the Internet users. In 2012, the scale of domestic online shopping transactions will exceed that of Japan and will exceed the US in 2014.†China Clothing Summit Forum held during the clothing festival. Li Shujun, general manager of Ningbo Hehe Jieshi E-commerce Co., Ltd. also mentioned online shopping.
Online shopping has become a new consumption model. Yintai CEO Liao Bin told reporters that since 2007, China’s apparel e-commerce has become the top spot for online transactions and apparel has become the most popular online shopping product. Cao Lei, director of the China E-Commerce Research Center, laughed and said that many girls like to buy clothes when they are okay. One Ms. Hangzhou has spent more than 2 million online shopping clothes within a few years. She did not feel comfortable when she did not deliver it over the day. This is a typical manifestation of online shopping dependency.
Taobao data shows that between 19 and 35 years of age is the mainstream of online shopping, and even some young people are accustomed to the shopping activities of shopping and online shopping. They are called “fitting familiesâ€. Xu Lihong, who works at a travel company in Nanjing, regards Golden Eagle Xintiandi as a fitting room, selects, tries on, and remembers the article number, and then orders from the internet. Two or three days later, the clothes tried on the mall go to the front of the house. Diverse clothes can often save three or four hundred yuan.
There are many consumers like Xu Lihong who use clothing stores as a free "fitting room." Zhang Wei, commercial director of Pinjue.com, believes that the increase in "fitting clothing" is not only the factor of cheap shopping on the Internet, but also "because there is no need to stop, you don't have to queue up and you can easily shop in different places."
Tao Zheng, manager of business development at Jiaxun Gang Interactive Media Technology Co., Ltd., revealed that some shopping malls in Australia and Japan have also launched new charging items for “fitting feesâ€. This is also a frustrating move after the physical store encounters a massive "invasion" of the Internet.
Virtual fitting makes the computer a "magic mirror"
After statistics and analysis of the group purchase data of the apparel industry, Wang Qiheng, the chief researcher of the Leading Group Network CEO and the China Electronic Commerce Research Center, found an interesting phenomenon. The group purchases the largest number of men's shoes in terms of consumer spending, followed by women's clothing. "Because men's shoes don't need to be tried on, you can generally see the effect on your feet by looking at pictures and numbers. Women's wear, especially women's fashion, can only know the effect after trying on them." Nowadays, the exchange rate of online clothing Nearly 30% are not due to quality problems, but they are far from effective.
The reporter was pleasantly surprised to find in the exhibition area of ​​the clothing festival that the novelty of “virtual fitting room†has been adopted by some brands.
In a dark tent on the spot, the reporter found a three-dimensional human scanning device. After booting, a layer of light or horizontal or vertical light waves can be seen by the naked eye across the human model from head to foot. After 10 seconds, more than 70 data such as bust, shoulder width, height, and stomach circumference of the model appear on the computer screen. At the same time the model was also scanned onto the computer screen. The system also sets various operations such as body type, expression, and dressing method. The reporter retrieved the clothing on the Internet and tried it on the mannequin. Not only can he see the positive, side, and back effects after dressing, but he can also see clothes worn in pants and other wear methods. For remote online shopping consumers, they can intuitively feel the simulation effect of wearing their own clothing.
The technician told the reporter that without the body scanning equipment, the customer's physical data can be uploaded and the more detailed the account, the more realistic the human body simulation will be. Then upload a bareheaded photo and you will see a virtual one. Not only can you try on clothes, you can also be your own image designer, change hairstyles and makeup, and finally find a dress that belongs to you. This kind of online experiential marketing has been applied by some big brands of apparel operators, which has solved the problem of network fitting.
Chen Liwei, one of the members of the Global Sentinel Alliance and vice president of Hangzhou Sendong Digital, explained that the next step in the development of “virtual fitting rooms†is the application of somatosensory technologies. "What is somatosensory? Simply put, use gestures and actions to replace the mouse."
Chen Liwei believes that advanced somatosensory technology can make a qualitative leap in virtual fitting. It used to be a one-minute change, and now you can even change 100 in one minute. At that time, the body is the remote control, and the computer monitor is like a mirror on the same side, showing the customer a 360-degree strange effect after wearing clothes. Not only that, the application of this technology can also change the garment production process. In the process of virtual fitting, customers can use intelligent robots to learn which people like which type of clothing. This valuable survey information allows manufacturers to clarify market information before investing in mass production and adjust their production chain. Of course, the "sense of the virtual fitting room" still can not solve the problem of skin feel, smell and other problems that clothing brings to consumers.
"E Wardrobe" has its own high-end brand with the same brand, the price difference between online and offline will reach three to five times. How is this data formed?
Wang Chenda, the general manager of China Cashmere Shirts, calculated the accounts for the reporters: 100 yuan for each purchase of provincial agents, plus 20% of the normal price, the main profit depends on the amount of running; to the prefecture-level and county-level agents, they must increase their prices. 50% to 70%; the higher the price increase to the back, to the mall, it is 8 to 10 times the original price. The network clothing is usually an agent for direct supply, and some are even directly operated by the brand operator, so the price difference between online and offline is 3 to 5 times normal.
In order to avoid excessive damage to the brand, some clothing giants started to build brand lines on the ** line. In Hall 1, a survey of reporters found that a large number of brand-name clothing such as Youngor, Lodz, and Shanshan had almost reached the net across the entire network. They also specially created different brand series for online shopping malls, such as Youngor’s “Han Ma Family†and Sugi. Sugi's "S2 City Life" and so on. Such a marketing approach does not simply use the network as a distribution center for off-season products and second-tier products, but it has opened up a new front.
Experts believe that in the future there will be more and more high-quality users tend to brand products, the concept that the network is a bargaining position will also be changed, and high-end Internet brands are gradually emerging.
Martha Marceau, known for its high-end menswear brand on the Internet, has been sought after by many artists and has become synonymous with fashion. Mei Shan, vice president of the brand introduced. "In men's fashion, when more and more men realize that the image power determines the influence, we provide customers with a 5-minute image design tool to facilitate customers to choose the best dress while selling on the Internet."
While numerous experts and merchants have demonstrated the importance of online shopping with various viewpoints and data, Wu Jianmin, chairman of Shandong Shulang Garment & Apparel Co., Ltd., summarized in a rather dramatic discourse, that people are gregarious animals, and virtual shopping malls can be easily redeveloped. But it also reduces the process of enjoying the street. The physical store is the most intuitive image display place for a brand. Therefore, the online and offline stores' actual and complementary situations will exist in a certain period. (Source: Xinhua Daily/Liu Yanyuan)
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