Yiwen: Mobile O2O Subverts Men'S Clothing Retail

The wedding of Chen Sicheng and Liyan Tong became the focus of entertainment circles. < p >

One is a young director who exploded because of the Beijing love story. One is the popular first line actress (ranked seventy-ninth in the 2013 Forbes Chinese celebrity list). At the same time, two wedding dress photos are everywhere.

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< p > when Sohu news, readers who Tucao Yang Mi and Liyan Tong's dress are more stylish, no one realizes that there is a huge brand market behind Celebrity Wedding.

Advanced customization and celebrity effect have always been the best modes of communication. The brand of Chen Sicheng's dress is "Yiwen". The company is trying to subvert traditional innovation with a very clever marketing method.

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In the past five years, custom brand has sprung up in China like P.

In 2013, the disappearance of China's luxury market continued to decline. Analysts attributed it to the contraction of public consumption. On the other hand, Chinese consumers were tired of the monotonicity of luxury brands, and began to emphasize "light luxury", emphasizing more personalized design concepts. These changes in consumer demand gave Chinese design and customized brand a huge upswing.

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< p > for example, the clothing brand "Yiwen" customized for Chen Sicheng.

The founder of Yiwen, Xia Hua, founded the company in 1994. In more than 10 years, he expanded it to a more than 500 store with annual sales of nearly billion yuan.

Over the past few years, the company has been making tailor dresses for entrepreneurs like Ma Yun, Pan Shiyi, Yao Jinbo, Wang Chao Yong, Wang Xiaofei and so on to expand the market for high-end business personas.

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< p > although the consumption scale of Chinese business people has been rising continuously, the high-end clothing market of China has not been under no pressure for the past five years.

On the one hand, the storefront rent of the shopping mall in a second tier city is soaring, which means that the continuous selling costs are rising. On the other hand, the impact of the Internet on shopping plaza has also hit the sales of high-end clothing brands.

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Before P, I talked with a consultant about whether the high-end clothing brand will be impacted by the Internet.

The answer I get is that the impact is inevitable.

But mobile Internet may bring some opportunities to traditional brands.

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< p > this is why I find that Yi Wen may trigger a change in the fashion industry for men.

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< p > facing the impact of the Internet, < a href= "//www.sjfzxm.com/news/index_c.asp" > Yi Wen < /a > has not created a new brand for the mobile Internet, but has continued the mode of boutique retailing.

Yi Wen employs dozens of designers to design garments and provides products through customized fabrics.

Yi Wen does not charge fees by providing clothing consultation, but profits only through retail.

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< p > but interestingly, they provide a series of clothing purchase solutions.

In my opinion, these solutions are more suitable for business people.

According to Yi Wen, in the era of fierce Internet impact, providing overall services is far more attractive than providing single item clothing.

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< p > Yi has adopted the WeChat service number to build a customer base. Each dress consultant is responsible for the WeChat service of 30 or so customers. This customer relationship is more intimate, but it is also a more direct incentive mode.

An attachment leader once described to me a scene like this. When you see a style of clothes in magazines or on the road, direct photos are sent to the consultant's Micro signals, and the consultant will give corresponding feedback immediately.

More importantly, clothing consultants have customer size data and past customary habits, so customers will soon receive customized clothing from y.

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< p > this kind of service even eliminates the cost of asking customers to ask questions. For many men, asking for this dress is suitable for me, which can be described as a very laborious task.

Another advantage of this service is the infinite "efficiency" of space and time, which means that you have a 24 hour online clothing consultant. The mobile Internet makes this thing less "arrogant" while taking into account privacy and efficiency.

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Another advantage of < p > > < a href= "//www.sjfzxm.com/news/index_c.asp > dress consultant < /a > is that they will provide the function of" cloud Wardrobe "in many cities.

That is to say, on the way to business trip, they can send you a set of ironing clothes at any time to meet unexpected needs.

Behind this is the support of hundreds of stores and service systems in Ewen.

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< p > this will probably validate my prediction. < a href= "//www.sjfzxm.com/news/index_c.asp" > Mobile Internet < /a > will become a sharp weapon for traditional enterprises to fight against TAB.

Just like an article recently published by Forbes columnist, Ms. Jiang Meilan, "traditional retailing: adaptation or change, or being an experiential shop for others", "the traditional retail industry should strive for: how to make consumers willing to experience in your shop, or even willing to place orders directly in the store, or go back to your online store to place orders."

Then enjoy all kinds of convenient and even integrated services you provide.

And you actively encourage consumers to take the initiative to share.

Don't forget, this is a time from the media, sharing is king.

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< p > the subversive innovation of Yi Wen is that they pform the traditional store into the competitive advantage of "customized service". At the same time, they link the traditional high-end sales service with WeChat service skillfully, forming a closed loop of sales.

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< p > in my view, perhaps Yintai department store or Wanda should consider merging several such traditional brands, perhaps this will bring new opportunities to commercial real estate? < /p >