Support Original Design To Crack Taobao'S Fashion Ambitions

The foundation of any successful business model is demographic dividend.

According to the results of the sixth national census, China's young people aged 16 to 26 account for 17% of the total population in the country, reaching 225 million.

The number of young people in China has jumped to become the "fifth largest country" in the world.

Young people like to chase.

This makes Taobao, who is dressed in costumes, need to be sensitive to changes in the needs of young people.

As the consciousness of original design matures in China, and young people are more and more partial to original design, Taobao is taking original design as a new driving force to bridge the "fifth big countries" and promote the innovation of the platform.

In September 13th, the Taobao festival will be the first time

The 20 major young fashion designers have jointly launched the fashion trend for the first time.

The picture shows Taobao Fashion Festival September Hangzhou West Lake fashion show main designer.

20 designers, including works in reality show, have been auctioned out by millions of high priced AwayLee, the black swan series has long occupied Taobao hot search; in the industry gradually accumulated fame, favored by Lady Gaga in case of one side; modern elements and Chinese style integration of fans; dress for the long Ye Qian; the main contemporary feminine image of Evening in Wan Ning, and brand Chictopia has set up 10th anniversary of Liu Qingyang.

In addition to the 20 designers' main show, Taobao will also show three auxiliary shows, including original designers of tone, men's fashion and Chinese costumes.

The fashion show will be synchronized live in Taobao, and the buy and play mode will encourage consumers to place orders for the show.

West Lake is chosen as the show ground. On the one hand, the Alibaba headquarters is located in Hangzhou. On the other hand, West Lake's representation of Chinese culture agrees with the original design of the fashion show, creating a foundation for cultural confidence.

The designer brand of Shen Xiu is not only the original fashion power of Taobao's head, but also the benchmark brand of China's independent design.

Some analysts believe that the one-time Taobao gathered the forefront of China's design forces to organize fashion shows, it can be described as a big explosion over the years. Taobao has long been the best platform for many designers to hatch and start businesses.

According to the 2018 China's original design, entrepreneurship and consumption report released by Taobao CBNData, the number of original design shops continued to rise, compared with the previous year's growth rate of 17% in 2017, attracting nearly 50 thousand designers to start business.

Today, 44% of Taobao's independent designers are 85 of young people, and 95 of them are 1/3.

Compared with overseas mature design and entrepreneurship environment, China's design industry started in 80s and started late.

With the development of capital market, China's first generation of domestic designers began to emerge, mainly in the form of studio design brand development.

After 2010, personalized and younger consumer demand evolved into the mainstream, forcing design and production to get rid of the single taste and popular style.

With the development of logistics, capital flow and cultural collision, globalization has provided opportunities for Chinese designers to reach the world. On the one hand, "China's design of the sea" has gradually become normal. Meanwhile, designers of overseas study and entrepreneurship have chosen to return to China to embrace fast-growing emerging markets in the country.

The second generation of independent designers in China gradually formed a scale in this environment.

Unlike the first generation of designers who almost focused on the development of the domestic market, the new generation of designers returned from overseas study and their perspectives were more internationalized.

From the head designer's brand of Taobao, more than 20% of the designers have studied abroad. The main graduate institutions include University of the Arts in London (including the central Saint Martin Institute of art and design, London Fashion Institute, etc.), the Tokyo Clothing Culture Institute, and the Italy Ma Lan Design Institute.

They tend to have more avant-garde design concepts that really match their peers' preferences.

However, designers who are creative designers tend to have more business models of brands, and these designers are educated overseas, and they lack certain knowledge and experience in the Chinese market.

An industry analyst pointed out that design is a plate of water, and it is clear and fresh when everything is interlinked.

Design and commerce are "fish and water", and their essence can not be separated from commerce.

Young designers are coming to Taobao in groups.

The development of the industry provides a good and orderly business environment.

Thanks to the continuous improvement of Taobao platform, it is not as easy to open shop on Taobao as it was ten years ago. However, with the current consumption habits of Chinese young consumers being pferred online, Taobao's existing trading system and powerful database have a good supporting role in the development of start-ups. This has also become an important reason for attracting them to start their own businesses.

Taobao has designed a set of empowerment mechanisms for designers to launch an "accent" channel. It has invited independent designer brands and original designers to enter, covering clothing, bags, accessories, homes and other categories, providing them with services such as exposure, supply chain integration, knowledge production rights protection, fund matching, and ultimately helps designers grow rapidly and find accurate user groups.

By the end of April 2018, the tone channel had incubated nearly 300 core shops, providing designers with a way of "speaking with consumer data and voting".

According to Ali data, although the original design product has a premium of 4.3 times that of the ordinary product, the consumption group is increasing year by year.

In 2017, nearly 500 thousand consumers paid for the original design online every day, and the cost per unit also increased year by year, with a growth rate of 13%.

In the fourth quarter of 2017, on Taobao, the search frequency of "original design" reached 170 million times.

On the other hand, pushing forward the original design power, Alibaba has invested a lot of energy in cracking down on counterfeit goods in recent years.

Last week, Alibaba's anti-counterfeiting alliance AACA announced that its members have broken through 100 places, from 16 countries and regions in the world, covering 12 industries including luxury goods, jewelry, clothing, intelligent equipment and so on.

Over the past year or so, the counterfeiting Union has broken up 247 counterfeiting and selling bands, helping the law enforcement agencies to capture more than 300 people, involving nearly 1 billion yuan.

AACA was founded in January 2017, with the exception of the first 20 members of Louis Vuitton, SWAROVSKI, Shiseido and TEDA. The 105 alliance members who also joined AACA include apple, Microsoft, Adidas, Bosideng, and UL, a global professional certification body engaged in safety testing and appraisal.

In September of that year, AACA set up an advisory committee as a "think tank" to provide ideas and solutions for "dealing with fake commodities like drunk driving".

As the first luxury brand for Ma Yun's platform, Louis Vuitton said that the reason for choosing cooperation with Alibaba is Alibaba's big data and the offline resources of public security, industry and commerce, quality inspection, food and drug administration.

In May of this year, Louis Vuitton jointly assisted the Shanghai police to successfully destroy a criminal network that sold and sold counterfeit Louis Vuitton and other luxury goods, and sold 29 suspects in 4 provinces and cities. 11000 fake products were seized at the scene, and the initial estimate was 1 billion yuan.

In fact, Alibaba itself has been one of the victims of counterfeit goods. The fake issue on its platform has been one of the biggest obstacles for luxury brands to enter Tmall's platform to enter the electricity supplier.

According to Alibaba's annual report on intellectual property rights protection issued by Alibaba in 2017, 240 thousand Taobao suspected infringing shops were closed in 2017, and 97% suspected online infringement links were banned.

On the one hand, through the mechanism of active empowerment, on the other hand, cracking down on counterfeit goods and protecting intellectual property rights, Alibaba has cleared up obstacles for original design power through direct and indirect ways, focusing on innovation capability.

In fact, innovation is once a short board of Chinese enterprises. Whether it is a technology company or a clothing brand, it is unavoidable to be questioned by foreign counterparts.

But with the progress of the market and platform, Taobao has changed a lot.

From the point of view of population, Taobao, which started with cost-effective clothes, initially targeted at consumers who are convenient and low price. The rapid development of supporting logistics will bring Taobao to four or five line cities and rural areas, and constantly roll Taobao's snowballs.

But with the gradual saturation of the rural market, and the growth of these groups, such as young people and middle class, Taobao has gradually changed, and more and more people have begun to meet the needs of consumption upgrading of these groups.

A huge number of Taobao consumers have put forward a large number of personalized needs, which also requires Taobao to provide more strange products to meet different consumers.

The emerging concept of Taobao, such as the creation Festival, also reflects the mental state and needs of the new consumer groups.

In addition, luxury brands continue to enter Tmall, which has created an increasingly fashionable atmosphere for Taobao platform. Tmall is stepping up its efforts to compete for the right of fashion in China.

In February this year, Tmall launched "Tmall China Japan Tmall China Day" in New York fashion week, led by domestic brand Lining, Taiping bird PEACEBIRD, Edison Chan personal wave CLOT and Chinese independent designer Chen Peng's own brand Chen Peng on T platform, and opened the "buy and sell" mode on Tmall electronic business platform.

Tmall has released an obvious signal, that is, "go out".

Liu Xiuyun, President of Tmall fashion group, China Japan hopes to help Chinese designers go out and let the whole international environment recognize the level of Chinese design.

For Tmall, it is inevitable to go out after having a stable market share in the domestic market.

The goal of choosing fashion week is very clear, that is, competing for the right to speak in the international fashion, and the commercialized New York fashion week is able to integrate the power of external innovation such as the electricity supplier.

Predictably, Tmall is right.

The efforts in the field will gradually permeate the whole platform, and create more and more Taobao's original design towards the international road.

As a disruptive platform, Taobao's development process has proved that Chinese enterprises' innovative ability can go ahead in the world, which is undoubtedly a global advantage for the clothing brand developed by the platform.

Compared to the young designers who still need the help of traditional fashion week, showroom and single talent mining institutions, Chinese designers have grasped the advantages of the online industry in the initial stage, and they are also facing the market of China's "fifth powers", which the global fashion brands are competing for.

As Lu Xiaobo, Dean of Tsinghua Academy of fine arts, said, "China has the largest demand for design industry in the world, and is becoming the hottest in the world.

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Today, China's design power and the global design station are at a new starting line.