-Text *** 2690 words, estimated reading time is 4 minutes.
Where is the magic of App? On May 9, th
-Text *** 2690 words, estimated reading time is 4 minutes.
Where is the magic of App? On May 9, the luxury brand Coach announced that it has settled in the property APP, and plans to provide exclusive products in the future; On May 8th, CANOTWAIT_202 1, a high street fashion brand managed by William Chan, was launched in Wu De APP. Earlier, Joker Xue, the manager of the dangerous people brand, came to Wu De App headquarters to show the latest products of the brand. Hua Chenyu's personal brand BORN TO LOVE, brand JELLY LIN and many other star brands have also settled in Wu De App, and their exclusive launches have achieved good results. In addition, brands, trend bloggers, and fashion big V also share daily wear and trend information in Wu De App community, and interact with many young people. On May 17, the results of the first "Person of the Year" selection of Shanghai Online New Economy were released, and Yang Bing, founder and CEO of Wu De APP, won the title of "Person of the Year" of Shanghai Online New Economy in 2020.
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"Taking things" has become the trend vane and voice position of young users.
How to seize the opportunity when the tide of the times strikes?
Trend culture is constantly emerging, and fashion consumption and trend consumption have become important options for young people to upgrade their consumption. Wu De App is the largest trend online shopping community in China. This "trend community+e-commerce platform" is now far ahead of the trend e-commerce platform in European and American markets.
20 15, when the internet was booming, Wu De App was born. Let young people know about sneaker culture and trend information, help young people understand, acquire and share beautiful things that make them feel happy and happy, and attract a large number of loyal users with high-quality goods. In 20 17, Wu De entered e-commerce from the community, and expanded the category of consumer goods from the initial trendy shoes to a new generation of consumer goods such as clothing, trendy play, beauty cosmetics, digital products and artworks. Get things App creates a trading mode of "first identification, then delivery", and adds links of authenticity identification and defect inspection and grading in the process of commodity trading to control the quality of commodities. Today, it has become an online gathering place for international trend consumer goods, and many new global products and national trends are launched here.
Many people will sincerely say, "You look like a Shanghai enterprise." Shanghai is the place closest to the trend, and it is also a fertile ground for things to grow. More and more trendy products from all over the world can bring things from Shanghai to all parts of China.
Model innovation and technological innovation drive the rapid rise.
The quality control mechanism of "first identification, then delivery" initiated by the platform is promoting the quality trend of online goods. No matter what products users buy from the platform, when unpacking, they can see a set of "anti-counterfeiting kits"-official identification certificate, anti-counterfeiting buckle/sticker, packaging box, brand tape, and even many young consumers regard "wearing sports shoes without disassembling anti-counterfeiting buckle" as a fashion. For the collection App, the "anti-counterfeiting kit" represents a unified delivery standard and a quality commitment provided by the platform to users. Many users don't know that after consumers place an order to buy goods on the platform, the seller will not deliver them directly to the buyer, but will first deliver them to the goods to "verify their identity". The appraiser team on the platform will carry out authenticity appraisal and defect inspection classification on the goods to ensure that the goods are brand-new and genuine before being delivered to users. It is worth mentioning that each product is inspected completely instead of randomly, and is appraised by several appraisers respectively. The appraisal results are all true, and finally an appraisal certificate will be issued.
In addition, the platform also actively explores the innovation of big data applications and transforms cutting-edge technologies into user experiences. Through the continuous accumulation of data, Wu De App continues to study the consumption preferences, habits and laws of young people, helping brands to communicate directly with consumers through the community and get real feedback on products and designs, facilitating flexible adjustment of products and production capacity, and maintaining the dynamic balance between supply and demand of fashionable goods.
Under ultraviolet irradiation, the fluorescence reaction of logo in heel is obviously different.
Application of AR technology: trial on the left and anti-counterfeiting on the right.
Nowadays, a "trend commodity data brain" is blessing every commodity on the platform. Wu De App has also taken the lead in establishing the largest database of trendy commodity models in the whole industry, covering sports shoes, bags, accessories and other categories, and creating a "digital twin" for each commodity in a highly restored, high-precision and standardized way. Users can intuitively feel the size, detailed features and wearing effect of products through AR, 3D and other forms on the product details page of Wu De App, so as to find their favorite products more quickly and accurately and improve transaction efficiency.
For example, the product function of "AR virtual try-on" is based on the research and development results of "sneakers data brain". After the function was launched on June 5438+ 10, 2020, it can help more than 30% users make consumption decisions every day because the fit and authenticity can be restored at the pixel level. In September 2020, the platform applied AR technology to the "counterfeiting" scene. By scanning the "authentication certificate", you can view the AR model of some goods, which further enhances the online shopping security of users. Take the widely sought-after "Li Ning" brand as an example. "Li Ningyu Shuai 13" selected in the thermal list of Li Ningchao's shoes is a breathable and lightweight high-top basketball professional competition shoe with high technology content and high value, which is sought after by many young users. In order to let users feel the product design of this pair of shoes more comprehensively and clearly before buying, the platform uses 3D technology to build the image model of the shoes, and the 3D effect of the shoes restored by 100% can be directly seen through the mobile phone, and every detail can be clearly displayed after rotating and zooming.
Lead the national tide culture and capture the hearts of young people.
Compared with the previous generation, Generation Z (born in 1995-20 12) likes to wear trendy brands and talk about fashion. This is not to say that they pursue high-priced products, but that they care more about fashion and beauty. The "2020 Contemporary Youth Consumption Data Report-Trend Consumption" published by Wu De App and Sina Fashion shows that "price-love ratio" has become the key word of trend consumption, and young people's consumption shows a trend of paying the bill, loving the "national trend" and loving the spread of the community.
The data shows that in recent years, the proportion of domestic new brands in App is increasing, and the reputation is getting better and better. In 2020, the number of new products sold by App in Wu De increased rapidly, and the number of new products in the whole year increased by nearly 8 times. The consumption orders of Guo Chao products from Wu De users increased by more than 10 times. For example, a short-sleeved T-shirt put on the shelves of GENANX, a domestic fashion brand, last spring has sold more than 6.5438+0.2 million pieces on the acquisition App. In terms of time-honored brands, Huili and Feiyue launched joint sneakers, which were also popular among post-90s consumers in Wu De App.
In the six years of rapid development, Wu De understands young people very well and has always been at the forefront of trend culture. With Li Ning, China, boarding New York Fashion Week in February, 2065438+2008, the "national tide" gradually rose, and the property began to seek layout in this huge opportunity. During the "May 5th Shopping Festival" last year, Wu De App launched the first national fashion design competition to build an incubation platform for international fashion brands and excellent design practitioners, and to help international fashion cultural and creative enterprises improve their original content production, design and business model innovation capabilities. At the same time, the old brands are designed and empowered, so that the Z generation will collide with the old brands such as Nanxiang Steamed Bread, Phoenix Bicycle, Liushen Toilet Water and Hero Pen. Well-known brands such as GUUKA, PSO and FYP. They transformed their design works into more than ten kinds of goods, and launched new products in Wu De APP in the autumn of the same year, forming a new brand incubation model in Guo Chao.
On May 4th this year, as one of the most important activities of the second May 5th Shopping Festival, the "202 1 Shanghai Tide Life Festival" jointly sponsored by the Municipal Commission of Commerce and the Hongkou District Government, and jointly hosted by the Hongkou District Commission of Commerce and Wu De, has been officially launched. At the event site, national brands such as LNG, GENANX, GUUKA and PCMY released more than 200 new products of the season, covering clothing, shoes, bags, accessories and other categories. At the same time, on Wu De App, the online theme activity of "Wu Dechao Day" gathered thousands of products of more than 200 national tide brands, including hundreds of new or exclusive products sold by Wu De App.
At the launching ceremony of "Neighbouring Country Tide Day", a number of new products were released.
Bringing together the new generation of consumers with the most consumption potential and ability in China, Wu De App is helping the development of Guo Chao brand from the aspects of design, production, circulation and consumption, meeting the diverse and high-grade fashion consumption needs of the people of the whole country, and at the same time promoting the cultural output of China through the influence of the platform in global fashion culture. In the future, we look forward to the birth and development of more novel, interesting, high-quality and hard-tech domestic products on this fertile soil.
References:
1, People's Daily, "Why" New Domestic Products "Set off the Trend"
2. Jiefang Daily "Taking Things from the" Fashion Gene "App to Help Shanghai Show" Trend "Business Cards"
3. Xinmin Evening News "Ignite young consumers' harvest with global trends and new products to help Shanghai build a global new product launch site"
4. Watch the news "Yang Bing: post-85 entrepreneurs, low-key to build the country's largest trend community, high-profile to enter the global fashion product China."
Author: Hu Shanyu
Editor: Zhan Xiaodong
Audit: Yu Xia
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