Tmall Top Brand New Mode Of Operation "Try Clothes Room" Brand New Design

The development of clothing brand is not only satisfied with the combination of online and offline businesses, but all businesses are seeking other new business strategies.

And during the double 11 year this year, try the Hangzhou store.

Management team rents

Binjiang District street two phase 2000 flat street shops opened a Tmall Top brand line collection shop.

This is not the first "fitting room" for the trial team. The 1 version of the fitting room is located at Longhu Tian Jie, Chengdu.

Chengdu store opened fire, and for the first time, the brand of Taobao membership favorites and shopping cart was moved to offline.

The way to shop and enter the shop may be the only place that makes customers feel close to the Chengdu store. In addition, "try the clothes room" 2 is almost a brand new shop.

According to Yin Xiaoyuan's original idea, there are two kinds of shops for "try clothes rooms", one is 800-1000 flat shops, the other is a large collection of 3000 or more.

Now, if it is not for the right commercial property, the Hangzhou store should be open to 5000 or above.

"We want to make this store a playground for girls. If it's too small to fit in so many experiential projects," Yin Xiaoyuan said.

"Try the dressing room" the beautiful men's regiment at the front gate of Hangzhou store.

The Hangzhou store has two entrances, one facing the outer street, and the other two links to the Hualian road.

Unlike Chengdu stores, the proportion of retail products in Hangzhou stores has been reduced to 60%. New DIY, beauty, nail and small department stores are added, and 5% of the business area is used for mobile bazaars.

"Try out the clothes room" and discard the display form of the traditional department store brand counters. The products of each brand are divided according to their styles, which are displayed in the female area, the famous Yuan District, the OL area and the Chaoyang female district respectively.

Each block is not just a single category. The same style and tonal top, bottom, shoes, bags and accessories are displayed together.

More than 100 brands of electronic commerce are scattered everywhere, including goblin pocket, secret fan, two or three things, confusion, sugar power, s home, etc. on the doorway, there are LOGO on the electronic screen and the tag. Traditional retail stores seldom see such a "de branding" display.

For consumers pursuing personalized original design brands, they value brand design more than brands.

It is impossible to completely "branding", but in recent years their attempts to LOGO are worth pondering.

GUCCI CEO said in an interview, "going LOGO or narrowing LOGO is a way to cater for consumers".

These changes in consumers, especially after pointing to 85, after 90, they represent the future.

"Try the core customers of clothing rooms are very young, do not pay much attention to brand, pay more attention to style, wear, cost performance," Yin Xiaoyuan said.

Times have changed and consumers have changed.

"Take Metersbonwe and silk fashion as an example, their brand image has been deeply rooted. If we want to make new breakthroughs, we must completely peel off the brand itself.

One piece

Fan Bingbing, Li Yuchun and Wu Mochou will have three styles in three styles, and three different bottoms will produce three different styles. Each person's style is different, which will give a product style fission and give more opportunities to a brand.

This may explain the style of "try the clothes room" with the style and wear as the core.

The products with relatively high sales rate will be in the store, and the turnover rate will be very fast, only 7 days.

"The brand of our cooperation is brand of electric business, they are new every Tuesday, the frequency is very high.

Under the constraints of offline logistics, our new time may be delayed by 1-2 days.

The opening of the Hangzhou store has used nearly half of the resources in the Yin Xiaoyuan brand pool. It seems to be abundant, but the actual operation is short.

In Yin Xiaoyuan's view, the most fundamental problem is that the supply chain of online and offline brands is totally different from the two lines.

"For example, what will the traditional brand dealers sell next year? What edition is it? It will be fixed six months ahead of schedule.

And the electricity supplier is not, they will only advance half a week.

Their reaction speed is very fast, and there will often be the situation of selling goods, and many brands will be hard to follow up when we sell them in advance.

There is also a commodity sales cycle problem. "Online shop next year, spring festival clothes begin after new year's day. Chinese people have the custom of buying new clothes on Lunar New Year's day, so this time period is the time when physical stores are thriving.

And the electricity supplier brand from double eleven to the first month of fifteen, all kinds of price discount off the tail goods, the factory almost stopped production, it is difficult to follow up the new season.

It is for this reason that last year, from the beginning of double eleven to April, the first batch of summer clothes in the shopping malls were new. "Try the clothes room", the Chengdu store was also full of winter clothes, almost no goods to sell.

So for the brand, the 2 version of the shop will invite more types of businesses.

Yin Xiaoyuan said: "in addition to the brand from Tmall, we also welcome the cooperation of the original designer brand. We hope to build a broader exhibition stage for the designers and pformation businessmen who have dreams.

As long as we have creative and innovative brands, we welcome them.

At present, the "trial" Hangzhou store only accepts cash purchase and spot pick-up.

At the beginning of next year, the online shopping mall will be opened. Customers can enjoy real-time inventory online and offline, the same price in real time, and the diversification of purchase, payment and delivery methods.