80& 90 After The Rise Of Consumer Groups, Promoting The Vertical Mode Of Clothing Business

According to the world clothing and shoe net reporter, how can we break through the market bottleneck and lead consumption upgrading for many electronic business platforms? Comparing consumption data in recent years, we can see that consumption drivers have changed, from "product purchase" to "service enjoyment", from "meeting daily needs" to "improving the quality of life", people are more willing to pay for high quality consumption.

When the normal and homogenized sales promotion mode of the e-commerce platform has not been able to stimulate the sensitive nerves of consumers, the price fighting is no longer a competitive weapon. Instead, it follows the trend of consumption in the market. From the rapid rise and profitability of the e-commerce platform in recent years, it seems that the industry is going to have vertical war and quality, branding and specialization. Online retailers The way forward.

As a recent fashion business platform, Sha pun direct purchase Yao Youfa led his team at the time when the industry was almost not optimistic about the beginning of the doubt, until now, users are breaking millions. We may not know the hardships, but from the development experience of Sha baton direct purchase platform, it seems that it is destined for success.

Let's take the time back to 1998, and the crowded consumers shouted, "small businesses with explosive money", piles of pouch packed in black plastic bags, and the door was checked and spanported to Dahongmen's "black bus". At that time, Yao Youfa, who was only 18 years old, worked with all the merchants in the wholesale business of clothing. In 1998, China did not have a network, and the concept of electric business had not yet risen. The commercial circles under the pure line provided them with the advantage of being "advantaged". At that time, many people, together with Yao Youfa, had Amoy "gold".

The rise and development of the wholesale market of clothing confirms the epitome of an era. Traditional businessmen gather together in the industrial age and win the wealth through production, supply and marketing. But this market, which has hundreds of thousands of people working hard, did not know when it began to become "hot potato". All efforts began to collapse under the competition between Ma Yun and his Taobao model.

A comprehensive survey of many professional clothing wholesale markets in the country has several common characteristics, such as convenient spanportation, wholesale and retail, wrong time sales, quick response, and many kinds of goods. The merchants stationed in the area are generally very regional, and most of them are small in scale, flexible in flexibility, poor in innovation ability, and good in sales ability. And all of this is Yao Youfa's eyes.

"This is an era of ebb and flow. Once the concentration of the industry becomes higher, the more mature the professional operation, the more chance it will be successful. On the contrary, if you can't keep up with one step, you will not be able to keep pace with it. " Yao Youfa said.

In Yao Youfa's view, the success of Taobao actually continued the concept of Retailing in the past. It was only a regional change to make it all rebuilt. No matter how the consumer changes and how the consumption is upgrades, consumers eventually need a trust and security platform. "Many times we buy things that do not need to worry too much in a flash. We feel as if we feel the real commodity, and then make a judgement."

From 2003 to 2015, in the face of the impact of platform providers and emerging micro businesses, the pattern of domestic garment industry is constantly evolving. Many customers have lost their past pure lines, and the sense of existence of stores has begun to become tasteless. When all businesses begin to consider the problem of relocation of stores, wherever they go, they involve a "business support period" problem. At this point, Yao Youfa began to feel the chance to come.

"Today, China is no shortage of large and comprehensive e-commerce platform, and I want to do in the direction of vertical integration of industrial channels, get through. Designer The gap between models, photographers, producers, brands, investors, and channel providers will help to avoid vicious competition and eliminate fake products, so that products can be made from factory vertical to consumers, and small batch pre customization can be done to reduce sales links and costs. In product thinking, the new concept of clothing electricity providers should maintain the vertical development of services, and from the perspective of value thinking, the new concept of clothing electricity providers need to create industrial ecology. Nowadays, young people have the characteristics of independence, high knowledge and hobbies. How to meet these elements, the next generation of clothing business operators need to solve these problems.

In June 2016, under the lead of Yao Youfa, the Sha pun direct purchase clothing business platform was formally established. In September of the same year, the same name mobile phone APP "Sha pun direct purchase" officially started operation. In just a few months, the number of platform users quickly broke through millions.

"I never thought Sha Sha direct purchase was my own business. I never thought about how much money I would earn, but I wanted to do it well. I don't smoke or drink. How much money do you say I can spend? I want to let the merchants and manufacturers to earn money. If they do not make money, I will paste it for merchants and ruin it." Yao Youfa said.

Such a heart to heart, so that a group of "iron" merchants willing to follow Yao Youfa to do. At present, he plans to cooperate with more brands, enrich the platform ecology, and promote the deep integration of clothing suppliers and offline stores. He is determined to win the market lost by local brands because of ZARA, H&M and UNIQLO. Yao Youfa thinks that in the era of economic surplus, today's users will pay great attention to the consumption of emotion. They will attach importance to design, attach importance to creativity, and let everything return to the origin of things.

Faced with the next ten years in the clothing industry, Yao Youfa admitted that others' success is their own success. Garment industry To get a way out, we must first apply these three factors. One is curiosity, called the attention economy; the second is the pursuit of fans economy; the third is to form habits, this is the highest level, for example, choose Starbucks from coffee, buy furniture, choose IKEA, if you buy clothes, you can choose to buy direct sand, and you can naturally support those original national brands, so my goal is also achieved.

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