Taobao Tries To Dress D2C For Consumer Customization

Recently, Taobao launched a D2c flagship store called the designer platform. The Taobao mall designer channel and Taobao group buying Juhuasuan joined hands. Wu Haiyan, Deng Lifu, Qian Feng, and other leading designers of the top ten fashion designers in the country, through the design draft + model T stage show, carried out the new group buying pre-sale.

Wu Haiyan, a price tag of 688 yuan.

It is reported that in this attempt, designers directly face consumers, through Taobao Juhuasuan's powerful marketing platform, through the design of sketches and other related design products to convey their own design concepts, and directly listen to consumers' intentions and needs; and consumers at the other end, once changed the passive acceptance of the weakness of inventory products, and tried to interact with the designer.

In the past, custom services were not made in mass production due to the full consideration of individual needs.

"We found six top designers in China, and they took out six clothes. First, they took out the design draft, so that consumers could look for designers and make clothes according to the group buying situation," said Hui Kong, director of Taobao online computing platform.

This is a complete pre-sale mode. "

With the Internet, consumers are more and more involved.

Consumer network customization and factory production infiltrated each other, and achieved the success of the new business model.

The on-line Taobao D2C platform benefits from the Internet's ability to match massive personalized needs with mass personalized products and services.

Relying on the powerful marketing platform of the front end of Taobao, it completes the flat and scale design and sales, and focuses on the needs of consumers. It also announces the arrival of the personalized era of network scale customization.

Ma Yun (column) has long proposed that in the new commercial civilization belonging to the Internet age, large-scale standardized manufacturing will be abandoned, and manufacturers will customize production based on the will of consumers.

In the future, Alibaba and Taobao will realize the CBBS ecosystem with consumers as the starting point and core.

Consumer oriented and customized production will become a trend.

"This is the inevitable trend of the times background. China's consumption continues to escalate, and consumers begin to pursue individuality.

The rise of new humans after 80 and 90 is 58% of Internet users.

This group seeks individuality and freedom, actively participates in and expresses.

Third, the Internet reinventing consumption.

89% of online shopping consumers mainly get information related to brands through the Internet, and the most concerned products are product information and consumer reputation.

Expert analysis said.

According to Professor Zhao Xiao of Harbin Institute of Technology, the "Ford mode" of production embodies the concept of "scale economy". The customization mode embodies the concept of "scope economy". Its core is to share resources to produce multiple products and services, and to increase the remuneration by diversifying the initial costs of diversification.

It is revealed that by the end of May, Taobao electric city will also join Taobao group to buy Juhuasuan, and launch a large-scale group buying activity with "air conditioning customization and 10000 people's group buying".

Consumers can choose to customize the power, panel appearance and function of the models, and adopt the "more and cheaper people" mode for group buying.

Air conditioner manufacturers will customize the products according to the results of consumers' "aggregate demand", produce orders in the shortest possible time, and complete delivery by relying on Taobao logistics treasure.