The second "May 5th Shopping Festival" is still in progress, and a non-heritage folding fan sold by local trend e-commerce has been fired. This folding fan is based on the silk fan of the national intangible cultural heritage "Wang Xingji", and on the fan surface, "Su Dongpo", who has taken off his tide shoes, and "Bao Gong" who is wearing a spacesuit, are toasting and drinking, sighing that "when are the tide shoes available, ask the wine to the sky", and also attach the "Virtual Zhai" collection seal authorized by the descendants of Pang Yuanji.
After a "post-95" spent 599 yuan to buy this fan, he immediately posted the circle of friends and excitedly told reporters: "A fan in hand, no worries." ”
As everyone knows, the debut of this folding fan is not an ordinary road, it is handled by the e-commerce platform, responsible for IP introduction, content design, finding producers, and follow-up sales promotion, audience reach and other full links.
The job of e-commerce is to build a platform and match transactions. Is the tube a little wider this time? The person in charge of the e-commerce department told reporters that e-commerce has a large number of trends and consumption data in its hands, so it wants to try to reverse empower the upstream design and production end.
It is reported that more than 80% of the users of the goods are "post-90s" and "post-00s". These young consumers are not price-sensitive, but they are very concerned about whether the product can express itself in terms of aesthetics, design, concept, story, and value orientation. Different from the parents who pursue "cost performance", they pursue the "price-to-price ratio", are willing to pay for love, and pay more attention to whether commodities can bring them "social capital". This also makes the trend top goods and new product launches on the platform highly concentrated.
Dewu hosted the 2021 Shanghai Tide Life Festival.
Dewu background data shows that in recent years, the "Generation Z" has continued to rise in popularity for the national tide, and they are happy to see the fresh expression of traditional Chinese culture. To this end, after refining the consumption keywords, dewu grafted the ancient Chinese calligraphy, Song ci, and everyone to the current fashion, fashion shoes, space elements, etc., to form a cross-border product of the non-heritage folding fan.
If it is said that traditional goods often have a large probability of miscalculation when they are tested by the market, then new products that are well versed in consumer psychology and born under the drive of e-commerce data are often unprepared and debut as explosive models.
The online new economy platform aimed at reverse empowerment naturally has more than one thing. According to the reporter's understanding, at present, traditional e-commerce platforms such as Tmall and JD.com, as well as new live e-commerce companies such as Douyin and Kuaishou, are all in the layout of "reverse customization".
On Tmall, the Genji wood language brand, which has occupied the first position of Tmall solid wood furniture for many years, cooperated with the Tmall New Product Innovation Center to develop a one-touch "luminous bed", with a monthly sales of 5,000 pieces, and the total sales volume has exceeded 100,000 pieces. Others, such as sofas with thinned armrests to fit storage bags, classic Nordic-style large board beds that can enjoy the natural texture of oak, low bay window dressing tables designed for co-tenants to save space, etc., each hot sale has data empowerment behind it, which also makes the brand's sales maintain a growth rate of more than 100% on Tmall last year.
In Kuaishou, Wang Xin, a children's clothing anchor with 6 million fans, frequently interacted with fans in the live broadcast room, collected a large number of fan preferences and needs, and then handed over to 5 factories in Zhejiang for accurate reverse customization, and the fan stickiness was very high. At present, the monthly turnover of the live broadcast room has exceeded 10 million yuan.
Because the e-commerce live broadcast room often creates tens of thousands of orders within a few minutes, this also forces the change of the supply chain behind it, and even creates a large number of garment factories with rapid response capabilities - these factories produce white embryos, and then determine the specific colors and patterns on the clothing according to the sales situation in the live broadcast room, and the production cycle is highly compressed from the original 21 days to 48 hours. As a result, both the production and sales ends can minimize trial and error costs and inventory.
E-commerce platforms will achieve massive transactions every day, and online communities will continue to ferment the content of "planting grass" and "pulling grass" every day, thus precipitating the consumption preferences and laws of a large number of consumers. These can become an important support for the original design, process improvement, brand positioning and even business model innovation at the production design end. The inverse and deep change of upstream production in the new online economy is just beginning.
Column Editor-in-Chief: Li Ye Text Editor: Li Ye
Source: Author: Li Ye