Clothing B2C: Price War To Brand Connotation Competition

Xu Xiaohui, an assistant vice president of VANCL, has chosen his most familiar field on the way to start his own business. Many people may have doubts about how the new brand will compete with the old VANCL, but when landing on the website, this problem will happen. Readily solved 。

From the style of the website, the early emphasis is on interpreting a slow life culture. Clothing, books, and furnishings are all used to interpret a culture. Its products may not seek to meet the needs of daily necessities, but they are intended to stimulate the literary and artistic dreams of every person with cultural factors.

A lot of clothes, pants, shoes and other categories are indeed similar, but in fact, the early promotion is the brand of slow life, Xu Xiaohui said. Compared with VANCL and other fast fashion brands, the style and style of the newly sold clothing and household products are similar to those of the printed products. They belong to the style of slow life, and the products they sell are all basic. They are not the trend. We do not pursue fashion, but we need to bring people a leisurely experience behind the impetuous urban life. The style of slow life is the style that only people who have certain experience, have certain economic foundation, have experience in life, can feel the style and taste of literature and art. In fact, things that can remain forever will never belong to that kind of overflowing trend. {page_break}

Xu Xiaohui believes that in the relatively mature e-commerce field of clothing, it is meaningless to compete simply from price. This field is changing from price war to brand connotation competition.

From the initial positioning group, the white-collar crowd, everyone has literary and artistic plot, literature and art has no boundaries, so I believe that this style can move a lot of people.

At the beginning of the future, more ordinary people will be used as fashion models rather than professionals. model This allows users to feel closer to reality and close to themselves. Even clothing and different music, movies, travel and other content will be packaged together to launch a series of products.

Emotion is Xu Xiaohui's two favorite words. It contains the plot of literature and art and the sensitive touch to life. His attitude is positive, so that people can discover the beauty of everyday life. He will fully integrate the connotation of these two words into the products that are first carved. If he was conceived of an initial advertisement picture, a perceptual and aesthetical picture would emerge in his mind, and there would be a sense of Muji in it instead of blindly pursuing the fashion trend. He said he would like to do China in the first place. MUJI 。