At present, what kind of market pattern are fashion companies facing?
On the one hand, consumers' materialistic desires have decreased and consumer psychology has weakened during the epidemic; on the other hand, the price of commodities caused by the global situation has risen, and feedback to the industrial chain is an unavoidable sharp rise in costs; at the same time, in the concept of environmental protection, it has become popular and deepened, and more and more young people have changed the original life trajectory in the name of protecting the earth, such as minimalism and zero-waste lifestyle...
Under multiple trends, the foreseeable future is that the biggest opportunity for physical products is virtual products.
A few years ago, Jiang Fan, then vice president of Alibaba and Taobao, said that the combination of virtual content and physical goods would be the biggest business opportunity. At that time, Taobao Double 11 achieved 213.5 billion, behind this very large number, it is 15 years of rapid development of e-commerce, and it also represents that e-commerce has changed from an emerging industry in the early days of the Internet to a traditional industry in the era of digital economy. Standing at such a peak moment, Jiang Fan predicted that one of the biggest new industries in the future would be to create content in the virtual digital world. The combination of virtual content and physical goods will be the biggest business opportunity.
Now, times are different. Big news about the metaverse emerges in an endless stream, before microsoft, Facebook, Lenovo and other electronic information technology precursors poured into the metaverse, and then Adobe plans to build a signature system in Photoshop to prove the ownership of NFT, during which Nike, Adidas, Li Ning, GUCCI, Balenciaga, Burberry, Louis Vuitton... How many fashion brands have successively laid out the metacosm from the NFT. At the same time, the AR/VR technology applied in the metaverse is no longer what it used to be, and after the relatively mature hardware technology provides a better foundation for the presentation of virtual products, virtual content will usher in a new explosive growth stage.
Therefore, whether it is from the market, emotional, technical aspects, to provide users with virtual products marketing method D2A, will be popular.
As early as last November, Nike created a virtual world Nikeland on the Roblox game platform, becoming one of the first fashion brands to enter the "meta-universe". At the time, Wall Street investment banks said Nike was "rapidly ushering in the next era of digital consumption."
In Nikeland, here players can unlock a variety of Nike sneakers, clothing and accessories, such as Air Force 1, Nike Blazer, Air Max 2021 and other well-known styles, with a variety of Nike custom products to decorate their avatars, play a variety of sports mini-games, using interactive materials to design their own mini-games.
In the same case, Vans built a skate park in Roblox, where users can buy Vans' virtual goods while playing the game. Also D2A.
Like Nike and Vans, roblox, the world's largest multiplayer online creation game, to create their own virtual world, to attract consumers to this "meta-universe community", in the community to the consumer (user) avatar sales of virtual shoes and clothing, is D2A.
In the past, virtual goods were the will of small people on the Internet, but in the future, it will be commonplace. Therefore, the benefits of D2A marketing through the metaverse are self-evident:
1. The product category expands from material goods to virtual goods, and the increase in categories means a new growth point.
2. DTA realizes user data and perceived information feedback through the metaverse, and further benefits lie in the insight into consumer psychology.
As Professor Zhu Jiaming, a well-known economist, said in the Global Sustainable Fashion Summit Forum a few days ago, "Fashion Metacosm: A New Era of Sustainable Development", the model guided by consumerism transforms people and people, people and nature into consumption relations. Although this model can constantly give different meanings, it is essentially an economic model that opposes sustainable development.
When humans have metaversities, consumption will be redefined. Especially when virtual products replace physical products, eliminating the waste of resources caused by unnecessary material desires of human beings, and at the same time, the fashion and culture presented by using virtual products as a carrier are re-understood and consumed.
To a certain extent, D2A marketing has the convenience of a flexible supply chain.
At the marketing level, D2A marketing can be understood as "social advertising" in the web 3.0 stage. The process of interacting with consumers, collecting data, and making decisions through the metacosm of virtual goods is undoubtedly the process of 3D data-basing the design draft, recruiting grass through the Little Red Book, Weibo or WeChat Circle of Friends, thus completing the two actions of information dissemination + collection.
However, D2A marketing based on the metaverse will also be "de-channeled" on this basis. In the metaverse, users are encouraged to try on virtual goods, sell and complete transactions in virtual stores, and the whole process does not require third-party grass such as KOLs, and the resulting data will be closer to the real needs of consumers. Based on such data, decision-making and production will also be more accurate.
In the past, the flexible supply chain could change the inventory generated by the lack of market forecasts between the order and the sales of the enterprise, but even the smallest orders would be implemented into production. D2A communicates with consumers through virtual goods, and there is no need to start any production line at all.
Culture, art, fashion, do not lose value because of the virtual. Therefore, virtual goods are to a certain extent the empowerment of physical goods, not the replacement. With D2A marketing, whether virtual or real, it will be more futuristic and easier to understand consumers.