Shared Economy Can Be Seen Everywhere In China: La Natsu Bell Invested In Many Clothing Dreams.

Over the past decade, the rapid development of the electricity supplier industry has created new habits of consumers in mobile shopping, mobile payment, express logistics and so on. This provides a good user base for the domestic online renting market launched in 2015.

After several years of "sharing economy" war, sharing mode has penetrated into people's life style, and has nurtured many consumers.

After 90's, the new generation is willing to solve the consumption habits of clothing, food and housing through mobile phone mobile terminals, which is changing the development of the garment industry.

Junlian capital has invested in Shenzhou rentals in the field of travel earlier, and has invested in the "home shopping" and "small pig short rent" in the residential area.

March 1st, member fashion sharing platform

Announced the completion of the $12 million A+ round of investment.

This round of investment is led by Junlian capital, and clothing brand Shanghai La Natsu Bell apparel Limited by Share Ltd strategy and investment.

Doraemon has more than 25 thousand styles of about 500000 garments, and the cooperative brands and designers are over 100.

On this renting platform, users can only pay less than 300 yuan / month membership fee, can enjoy unlimited clothing, five-star care, round-trip and post service three major services.

Liang Liang, founder of Dora dream and CEO, told reporters, "the driving force of girls' continuous buying of clothes is the pursuit of clothing diversity rather than a passion for brand, quality and style."

A female user nicknamed "Lancy" chose 212 garments in 2016 through duer clothing dream, and only 2828 yuan was paid for the clothing with a total price of more than 80 thousand yuan.

Jin Wenji, managing director of Junlian capital, pointed out that China's consumption has entered the "sharing era".

From travel, accommodation to daily fashion consumption, shared economy can be seen everywhere in China.

Junlian capital has invested in Shenzhou rentals in the field of travel earlier, and has invested in the "home shopping" and "small pig short rent" in the residential area.

Unlike the online rental enterprises facing the front-line urban women's group, Doraemon mainly imports clothing from the cooperative clothing brands and designers, and does not choose the "buyer mode" as an option to add clothing to the platform.

The reason for it is that Liang Liang is a quantitative trader, a logical man who is the king of the data.

In his view, the buyer's preferences will affect the style of the platform, hoping that the tonality of the platform is "natural growth rather than shape".

Starting in 2015, a number of online renting and start-up enterprises began to appear in China. Among them, clothing two or three announced the completion of ten million dollar A+ round of financing in April 2016. It was led by IDG capital, real fund, Qing Liu capital and Jinsha River venture capital company. The goddess group was completed by northern light venture capital at the end of 2016.

Investors and the $18 million A round of financing.

Unlike the clothes two or three and the goddess group, the users are mainly located in the second tier cities, especially the young white-collar users who are mainly in the first tier cities. Many clothes dream services are mainly aimed at young female users in the two or three tier cities.

By the end of 2016, the platform had 60 thousand paid users and 500 thousand registered users.

From a regional perspective, users are mainly concentrated in the developed and densely populated clothing industries in Sichuan, Guangdong, Zhejiang, Hunan and Fujian. From the age perspective, more than half of the users on the platform are group after 90, and the vast majority of users are not more than 33 years old.

"Every time we upgrade our consumption, the first is the upgrading of people.

It is often a group of new consumer groups who are not satisfied with their needs. "

Jin Wenji said.

Liang Liang told reporters that the millennial generation born in 1985-1995 years is "not very loyal to the brand, and will like to consume and demand more diversified".

Jin Wenji introduced this user group like this: "they like fashion very much and like to watch" little time ".

Living in the two or three line city, but longing for the life of a big city, he is willing to get more fresh and fashionable clothes through renting website.

According to the information disclosed by Doraemon, the financing will help to improve their products and services. By promoting the further development of the flexible supply chain of clothing, and using the existing membership size to attract the designer's brand to enter the platform, these two roads will bring better and better product experience to users.

According to reporters, early adoption

The introduction of investment team, Dora dream and La Natsu Bell began to contact.

In the A+ round of financing, La Natsu Bell appeared as a strategic investor in the investor list.

According to Liu Liqing, investment manager of La Natsu Bell investment department, the company has already launched a small scale cooperation with multi garment dream in the supply chain. "There will be more and closer cooperation after the exclusion, such as the exploration of innovative cooperation in retail channels".

For La Natsu Bell, the online rental platform allows potential consumers to try on clothes at a lower cost, enhance visibility among users and bring more consumers. For Doraemon, the company needs industrial resources including upstream suppliers, and the industrial advantages of La Natsu Bell in upstream supply chain and downstream retail channels can bring more resources for enterprise development.

It is worth mentioning that Doraemon is the fashion sharing platform of the only self-care clothing care center in the same industry. It has a clothing and nursing center of 25 thousand square meters, which allows the clothes returned by the platform to complete the process of returning to the storage, cleaning, maintenance and re export in 6 hours.

Cooperation with SF in logistics and distribution also enables clothing to reach users at a faster speed.

As of March, almost all income from Dora dream came from membership fees.

"When you do well enough, demand will find you."

Liang Liang said that the rental and sale of jewelry, the export of user behavior data to the clothing brand are all feasible sources of income, but at present, the main focus will be on the daily online rental business.

In the Spring Festival of 2017, a user sent a voice to his child to Liang Liang, "why don't you dream of children's children's clothes?" in Sichuan's offline shop, there were often male customers who accompanied their girls to the store to ask, "will you do men's leases in the future?" "only one kind of existence is in accordance with the laws of economics. We are willing to try."

If we have positive feedback and good response, we will further increase our attempts. "

Liang Liang said.

For more information, please pay attention to the world clothing shoes and hats net report.