Lin Qinghua: Strive To Achieve Good Quality And Low Price So That Users Can Get Rid Of The "Taobao Flavor"?

I'm treading and moving online retailers The star wardrobe of Inspur is also lucky to catch up with the trend of cross-border e-commerce. As CEO Lin Qinghua said, it is the upgrading of user needs that drives the star wardrobe on the cross-border road. At present, the overseas brands of its platform have accounted for 80% of the share.

"In the past ten years, Chinese young women's fashion consumption cannot be separated from the word 'Taobao', but it also makes their clothes' Taobao flavor '. Ma Yun's most successful place is that he has led the Chinese online shopping habits, but also pulled down the fashion taste of an entire generation of Chinese women. But consumption always needs to be upgraded. The star wardrobe hopes to lead consumption through fashion and bring everyone back from the crooked road. " Lin Qinghua said at the previous 2015 Yibang Mobile E-commerce Annual Conference.

Although many people believe that it is difficult for fashion apparel, a non-standard product, to succeed in the cross-border model, in Lin Qinghua's view, the difficult thing is just the opportunity for star wardrobe to set the industry threshold. As long as we can keep innovating and not forget our original intention, we will not be afraid of being surpassed. The ultimate goal of star wardrobe is to achieve "good goods are not expensive", and to create a small ecology.

CEO of Star Wardrobe Lin Qinghua

Focusing on the positioning, business logic, operation mode and other issues of the star wardrobe, WorldClothing Shoes and Hats Network and Lin Qinghua conducted an in-depth discussion. The following is the content of the dialogue between the two sides:

Reporter: Nowadays, the labels that people put on celebrities' wardrobes include "mobile e-commerce", "fashion", "overseas shopping", "cross-border", etc. How do you position yourself?

Lin Qinghua: There is no doubt about mobile and fashion. In terms of model and process, we are not overseas shopping, nor are we the same as cross-border e-commerce that uses bonded warehouses, purchases goods, and sells standard products. We make clothing, a non-standard product, as a platform model for direct cooperation with brand names, but it is up to us to select and operate products and provide them with logistics and payment solutions. After the user places an order, the brand names deliver to our designated warehouse, and then we are responsible for all of them.

Our position is to make globally popular quality goods. Global means not only overseas, but also China. At present, in China, we are looking for some tonal popular brands and trendy brands to cooperate with. In the world, we are selecting products that meet the Chinese aesthetic, have popularity, and have good quality.

We have requirements for overseas brands. We hope that their products should first be of good style and fashion, and second, they must be of good quality. We have a special quality inspection department to test the products of each cooperative brand from the aspects of fabric, process, and the third is high cost performance, because we are a fashion oriented to the public, and it is impossible to sell clothes that are too expensive.

In China, we will choose some small and beautiful brands. If they have a good sense of design, pursuit of quality and high cost performance, then we will not refuse. In fact, there are many such small brands in Taobao. On the contrary, we don't want the big Taobao brand. I think it is too backward.

Of course, overseas brands will dominate us in the future, accounting for about 80%. Our goal is to create 2000 brands, which is enough. Too many brands are not recommended, and they also need a lot of positions. Too few brands can not let users find the style they need.

Reporter: Star wardrobe initially worked as a shopping guide, and later started to build its own supply chain and do its own e-commerce. However, from the perspective of product display, shopping guide still accounts for a large proportion. How do you treat these two businesses?

Lin Qinghua: We will definitely get through in the future. We won't do shopping guides in the future, but it will take time. It takes time to build a supply chain with so many quality goods. If you rush to cut all of them and use money to fill them, it will be very laborious and thankless. Of course, my traffic is limited. There are four or five million active users every day, and perhaps three million of them are directed to other platforms, so my own transactions are less. We know this very well. However, the user experience is the first. It can't be said that there is nothing left when the user comes. When we sign enough brands, have enough SKUs, and the entire e-commerce system is more perfect, we will not do shopping guides.

Reporter: Few cross-border import e-commerce companies make non-standard clothes because of the difficulty. The star wardrobe is neither completely self operated nor an open platform. How do you choose and operate it?

Lin Qinghua: We have an operation specialist in charge of every brand. At least 150 people are required to operate two thousand brands. They should have good communication and docking.

Our product recommendation method has an elimination mechanism. If the brand does not do well this year, it will definitely sink to the bottom, and we will not recommend it. In this way, every year there will be a wave of elimination and a new wave of coming to power. We don't have to be loyal to any brand, we choose their products.

Therefore, for us, investment attraction is a long-term thing, and it is impossible to stop this year. When I say that 2000 brands are enough, I mean that this is a balance point, because about 10% of the brands will be eliminated every year, and new brands need to be constantly added. If you don't sell well, you will be eliminated. If you sell well, we will increase our recommendation.

Operation must pay attention to. Operation includes customer service, including how to recommend, including your technical recommendation and manual recommendation, including your operation ideas, including the services between your brands. This is a little more important, but this is just the threshold. If the mode is too light and the shopping guide is very light, you don't need anything, You can make products and technologies, but anyone can copy them. If I make this a priority, I can provide a particularly good user experience, which is the threshold. It is difficult to enter later.

Reporter: When signing contracts with overseas brands, do they have any requirements or restrictions on you? Compared with other platforms, what attracts them to the star wardrobe?

Lin Qinghua: More than 95% of overseas clothing brands have not entered China, especially those small and medium-sized brands. It is unrealistic for them to enter China through traditional channels. It is also difficult to choose big e-commerce platforms such as Tmall and JD. How can there be traffic without spending money? Who operates for you? Who will serve you as customer service?

Foreigners are unwilling to do so much work, but because of Europe and America Economics In the recession, he attaches importance to the Chinese market, but sometimes he feels that it is OK to sell 30 or 50 million yuan every year, so he is too lazy to do it. So we must provide him with a way to save his worry and earn money by slapping his bottom. We give him a simple, low-risk channel. He is only responsible for providing products, shipping, and we do operations and everything else. It can be said that at present, we are the only Chinese apparel e-commerce company doing this mode.

Many overseas brands sign exclusive agreements with us in China. Generally, we will provide them with a three-year cooperation plan, which is equivalent to making a growth plan for them. We have an annual advertising fee of four to five hundred million yuan. We will promote them through various advertisements and activities to make them more famous in China within three years. If you choose my family, I will give you a good treatment. We are very sincere. He felt very reasonable after listening to it. At present, there is no more suitable one in China than me.

Three years later, I will allow you to fly alone or choose other platforms, because after three years, I will not be afraid. Users have a habit. As long as I put the impression of "gathering global trendy brands" in their minds, they know that the products we sell are good and inexpensive. They buy them from all over the world and recommend them with professional vision and data matching ability. They will choose products from me, rather than necessarily follow a certain brand.

Of course, our running in with these overseas brands has also been groping for a long time in the early stage. Their service must be up to standard. We must solve problems for them, such as jet lag and language barrier in consumer consultation. We must clear up these problems in the middle, and finally form specific plans to feed back to brand names, so that they can do better in China.

Reporter: There are many mobile e-commerce companies that do clothing matching in China. The cross-border model and overseas brands may be different from others. In addition, what advantages do you think star wardrobe has?

Lin Qinghua: We didn't do any tricks in matching. For example, we asked users to match. I think that was a lot of thinking. Users didn't have that mind. We initially verified it. What we need to do is take global fashion street photos. Users can learn how to match them after reading them, and then give them a channel if they want to buy them. In the past, we used to do shopping guides and chain to Taobao and Tmall, but many of them were copycats. The poor quality hurt users, which did not meet our original intention. So we started to build our own supply chain, which can ensure that users are "what they see is what they get", and that it is a good product, which forms a closed loop.

At present, we have advantages in two aspects: first, the number of users has increased, and we have accumulated users by guiding shopping with matching in the past three years, which is the core; The second is that we have accumulated a lot of experience in the operation of clothing categories, and we rely on big data to judge what can sell well.

Why do many cross-border e-commerce dare not make clothes? Because clothes and cosmetics are different, cosmetics can easily know which are the best sellers. For example, Jumei sells well, which is the best seller. You can easily chase them, but clothes are not the logic of the best sellers.

In addition, on the mobile side, search is definitely not the main thing, it should be recommendation. We don't need too many SKUs, nor will we make users popular. It is enough to accurately recommend fashionable and quality clothes to young and fashionable users. Therefore, quantity control is critical.

When it comes to the pursuit of fashion, it is easy to think of "fast". Many users (especially female users) want to wear clothes immediately after buying them. If they wait too long, the excitement may have passed. Star wardrobe adopts cross-border mode, and users can only ship goods from overseas after placing an order. Doesn't it hurt the user experience?

Lin Qinghua: Logistics is the place we have been optimizing. At present, generally speaking, it takes about 7 to 12 days from the user's order to the receipt of the goods, which is much faster than overseas shopping.

Unlike overseas direct mail, we have professional company services in every link. We require brand names to deliver goods to our designated warehouse within 24 hours after the user places an order. There must be a plane to transport it back to China in this warehouse within two days.

Now, we have cooperation warehouses in several major overseas cities, such as in South Korea and Japan with SF, and in Milan, Paris, Melbourne, London, New York, Los Angeles with China Southern Airlines. They can deliver goods every day, and there is also a special customs clearance company responsible for customs clearance. After entering China, they will be sent to customers by express delivery such as SF or YT. The whole process is faster and more standardized than overseas shopping.

In addition, although we did not purchase goods at the beginning, as our data analysis capabilities become more and more powerful, we can be sure which styles will sell well, so we can try to purchase goods. For example, when five hundred models of this brand were installed in autumn, we selected one hundred models and directly picked the one that must be popular. This will have two advantages: first, we can get a very low purchase price for mass purchase, and we also have price advantages when selling; Second, the logistics is faster, which saves the link of brand suppliers delivering goods to our designated warehouse.