New Trend Of Overseas Apparel Online Shopping: Collocation As Sales Orientation

Just as domestic e-commerce websites are still fighting big price wars or suffering from development funds, a number of foreign countries have featured "virtual matching recommendation".

Website.

These include Polyvore, which has been set up for 5 years and is recommended by users themselves.

Brand led, website recommended matching with the emerging website.

Before writing this topic, he once discussed with a male colleague, who said it was hard to understand. "This match will not be bought by anyone, and it will be easier to buy a set of shirts."

Obviously, he doesn't know much about women's shopping habits. Every time a woman buys a single item, the next thing she wants to do is buy all kinds of other products that match her, and usually feel headache.

At this time, if someone recommends it according to the most fashionable collocation, most of the girls will be tempted. As for the crash shirt, the bill will also crash into the shirt. Besides, you can buy a few favorite single products in the recommended match, and then match it again.

At least these websites are full of fashion designers. Their coloring, style and style are most pleasing to the eye.

In fact, this is also the core habit of women when shopping: collocation.

This is also the entrepreneurial purpose of the newly launched website Modington.com. On the Modington website, each garment is displayed in the most popular Pinterest waterfall fashion. No models are shown on their own, but more like fashion magazines.

Bags, tidy up, earrings, necklaces, shoes and so on.

Modington's founder, Pranav Dharma, worked as a IBM engineer, inspired by his wife's shopping, and founded a B2C business website. At present, most of the products of Modington come from designer products, Modington gives professional collocation pictures, consumers can buy them in sets, and they can also pick out single products.

Modington is a very early stage of e-commerce website. It has sold 18 sets of clothing sales to date, but this is a very interesting attempt.

Of course, collocation as the core selling orientation is nothing new. At the beginning of this year, Polyvore.com, which has just acquired 14 million dollars, is the most successful website in this respect.

Polyvore was formally launched in February 2007, and its core mode is the community, which allows users to

Display any collocation.

The specific way is that Polyvore provides a tool, when users browse the website, they can tailor their selected images, save this part in Polyvore, and then use Polyvore's fashion template to edit and edit.

Once a user likes a product in a match, Polyvore will display information such as brand and price, and link to the shopping website that sells the product.

In addition to user uploaded pictures, Polyvore itself has a huge product library, which comes from cooperation with major e-commerce sites. Although Polyvore has some advertising revenue, commission is the largest source of revenue.

According to the data of January this year, Polyvore now has 13 million independent visitors per month, an increase of 80% over the same period last year. On average, there is a set of user editors on every 2 seconds, and there are 1 million 400 thousand sets of matching each month.

Polyvore also regularly organized events such as collocations, and soon became activists in the fashion industry.

In fact, Polyvore is also one of the Inspirations of Pranav Dharma, founder of Modington, because he finds that in many of Polyvore's collocation, many user reviews are "this is very nice, so I want to have this set!" and the products from different links make the user experience of buying a product not so good.

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But the essence of Polyvore is user sharing, and what Modington wants to do is a B2C business website.

Back to China, these two models already exist, but they do not take "collocation" as the core function.

For example, beauty, mogujie.com's imitation of Pinterest website also relies on the recommendation of e-commerce website links to obtain Commission, but more is recommended only for single products, and because of the particularity of the domestic electricity supplier environment, these websites rely heavily on Taobao, and the quality of the products is sometimes not satisfactory.

Another exploration in this area is the "daring" of all customers. Customers who encourage customers to buy their products upload photos of clothing and registration, and register a shop to obtain commission by selling products from customers. Good matching will also appear below the sales page of goods.

According to the data released by customers, its model accounts for more than 20% of the total, driving 5% overall sales, and the quality of the "drying list" can bring 2500 yuan per single income.

Is this sales model with "matching as the core" suitable for development in China?

At present, the less favorable aspects are: first, the domestic electricity supplier environment is not so perfect. The clothing business and original brands are in the initial stage of development. Taobao still occupies most of the market share. It is difficult to integrate. Second, the Polyvore mode needs strong technology. The domestic electricity supplier is more like traditional companies, technology is concerned about information and logistics systems, and little consideration is given to innovation in this area. Third, the dilemma of the operators of electronic business makes the latecomers and investors have a wait-and-see attitude, and has not yet reached the level of characteristic development.

And the advantage is that the user demand is definitely there, so long as there is user demand, there is no need to worry about making money, but the key is how to do it.