/ August 23, 2022 Guangzhou -- Digital technology is becoming an important factor affecting fashion trends.
August 22, 2022 Taobao Tmall clothing industry autumn and winter new force week opened. The theme of this New Power Week is: From trading to consumption, matching myriad styles to myriad needs.
"Taobao Tmall is sparing no effort to apply new technology and new products to the clothing industry, and millions of businesses together to promote the clothing industry from category to style, trend insight, style segmentation, content expression to fine development, insight into the user's understanding of beauty, so that businesses in the soil of fashion, get more certainty." Qiao Qiao, general manager of fashion at Taobao Tmall Industry development and Operation center, said that she hopes to shorten the distance between ordinary people and fashion through New Power Week, so that everyone can have a temporary fashion show by clicking on Taobao everyday.
These changes also reflect the integration of Taobao Tmall "from transaction to consumption" strategy is landing in the new force week. No matter clothing, home decoration or beauty makeup, all industries of Taobao and Tmall are returning to consumer experience. The platform, together with brands and merchants, directly connects consumers, takes consumers as the center, insights into and meets the needs of 1 billion consumers, extends from the transaction itself to influencing consumer decisions and user experience, and serves consumers well.
Explore "from transaction to consumption", match myriad styles to myriad needs, let Taobao Tmall New Power Week out of a fashion road different from the four major international fashion weeks. Taobao Tmall New Power Week has become a new fashion trend vane with insight into the needs of one billion users and myriad styles.
New Power Week focuses on the "four innovation" changes
Reporter learned from Taobao Tmall that every industry of Taobao Tmall is moving towards the road of vertical operation which is more in line with its own industry characteristics. New Power Week is the pathfinder of the change of Taobao Tmall clothing industry from transaction to consumption and vertical operation.
This year, the industry, businesses and consumers will see new changes from four innovations during New Forces Week 2022.
In terms of live broadcasting technology innovation, the "super live broadcasting show" product created by XR cutting-edge technology will create a new interaction mode between merchants, commodities and consumers, and realize the update and iteration of live broadcasting form.
In the aspect of product content innovation, through "matching" technical products, help merchants upgrade their stores vertically, display clothing products in a content-oriented and brand-oriented way, so as to complete the overall content-oriented transformation of merchants.
In the aspect of consumption experience innovation, "magic ruler" products to achieve tailored size digital identification experience, convenient for consumers to open Taobao can be intelligent size, intelligent try.
In the aspect of style digital innovation, the trend insight ability of Taobao Tmall is applied to expand the original 6 major styles of the clothing industry to more than 50 kinds, and each major style is differentiated into hundreds of fine styles.
Qiaoqiao introduced that the "change from transaction to consumption" of Taobao Tmall clothing industry can be seen in the New Power Week: Taobao Tmall clothing industry through style digitization insight into the trend style and category, merchants through the platform to provide technical capabilities to upgrade the store in the direction of content brand, incisive to show their professional expression in the clothing industry and different opinions, complete the overall commodity content transformation.
It is understood that these technological products and services, which embody the combination of technology and business, will be open to all businesses, including small and medium-sized businesses.
At the same time, new technologies are also serving consumers in the foreground, becoming a subversive tool to help consumption decision-making and improve consumption experience.
Market test highlights the value of innovation
Taobao Tmall New power Week is becoming a new show integrating fashion trends and consumer trends. For the first time in New Power Week, RUSURE is experimenting with a "super live show", which uses virtual scene rendering technology to bring its fashion show into the live broadcast room. It is reported that the live broadcast will be set in a professional studio, 3D technology and high-definition cameras to achieve the integration of virtual and real elements.
"The coconut beach and simple and fashionable street scene are the scene of RUSURE fashion show. The visual sense will bring users a sense of the future of binary and electronic technology. The most interesting thing is that consumers can not only watch the show in the front row, but also place orders on the spot", said Wang Weilu.
RUSURE entered Taobao in late 2020, and now the annual transaction volume of the store has increased by more than 300% year on year. Wang Weilu recalled that in the first year when the store opened, the first thing he wanted to do was to find his unique style positioning. After repeatedly discussing user needs and market trends with Taobao Xiao Er, Wang Weilu positioned RUSURE as an American retro sports style and successfully entered the new track.
In the past year, Taobao Tmall clothing incubated more than 10,000 new businesses and new brands with annual revenue of over one million. During the spring and summer New Power Week held in the first half of this year, the search volume of new style trends such as new Chinese style, Pure Royal Spice Style and Royal Sister Light style on Taobao increased by 341%, 2600% and 801%, respectively. Some designer original brands in the spring and summer new power week during the transaction increased by about 350%.
"The apparel industry is facing the urgent task of transformation and upgrading and climbing to the middle and high end of the global value chain. The development of digital economy provides precious opportunities to build the new competitive advantages of China's apparel industry, and it is urgent to revitalize the industry and release new potential through digital technology." Yu Chang, associate researcher of the Institute of Industrial Economics of the Chinese Academy of Social Sciences, said that the advantage of Taobao Tmall lies in the deep combination of technology and business model, matching thousands of styles with thousands of needs, capturing trends with technology, and matching deterministic production and sales, which not only meets the rich and diversified needs of consumers, but also brings certainty to business growth with precise production and sales.
Qiaoqiao introduced that she hoped to further show and strengthen the beauty of clothing through technology. "The combination of technology and business is a new opportunity for the clothing industry. Today's New Power Week is a real, diverse and inclusive fashion week."
< P > Independent designer brand FUSSED, a number of founders have overseas study and design work experience, its store now in Taobao annual sales of more than 100 million, co-founder Zheng Nan said: "Taobao Tmall uses technology to bring the general audience closer to fashion Week, allowing us brands that started online to respond faster in terms of trends and product innovation. Compared with the big four international fashion weeks, Taobao Tmall New Power Week has taken a different path."
