■Our reporter Xue Juan
Group purchase of customized air conditioners
Taobao has tasted the sweetness of customized services recently. In the “Air Conditioner Customization, Large Group Buying for Ten Thousand People” event launched by Taobao Mall Electrical Mall in conjunction with Taobao’s group buying “Juhuasuan” platform, “Juhuasuan” quickly sold 1,223 air conditioners within 10 minutes of starting the group, attracting 600,000 visits . As of 16:00 on the day of the tour, a total of 4,300 air conditioners were sold.
“The average number of air conditioners sold in a single store in a day is about 150 units, and the daily sales volume of our stores is about 400 units.” The person in charge of a home appliance chain store revealed. To put it into perspective, “Juhuasuan” sold as much as an offline home appliance store in 10 days in 6 hours.
The “Energy-Saving Products Benefiting Project” expired on June 1, which became a catalyst for the decline in offline air conditioner prices. But Taobao users have obviously found a better way to “escape the heat”.
Different from the usual group buying, this time “Juhuasuan” launched two customized air conditioners, which were “referendum” by tens of thousands of Taobao users within 6 days by voting. The scope of customization was refined to the appearance, Function, power and other aspects. It is Oaks who joins Juhuasuan in launching a group purchase activity for customized air conditioners.
“Taobao has a large number of users. It aggregates consumers’ ideas, wishes and needs. On the one hand, it can encourage consumers to purchase, and on the other hand, it can negotiate prices with enterprises and suppliers through its advantages of scale.” Taobao group buying “Juhuasuan” ” said platform director Huikong.
“Regarding the order received this time, Oaks will immediately stop product production and complete the distribution installation within June.” Jin Jie, general manager of international marketing for Oaks household air conditioners, said, “In a sense, conservative The actions and results of online brands on online channels determine their future.”
It is reported that the transportation of this event will be supported by Taobao Liangbao, and the distribution scope covers 15 provinces and municipalities across the country.
Online Customized Clothing
In addition to collaborating with Oaks to launch customized air conditioners, Taobao also previously launched a D2C flagship store called the Designer Platform. Taobao Mall Designer Channel and Taobao Group Buying “Juhuasuan” have joined forces to create Wu Haiyan, Deng Lifu, Qian Feng, etc., among the best fashion designers, took the lead in conducting group purchase pre-sales of new products through design drafts + model T-stage shows.
From placing materials according to order, designing production to logistics and delivery, everything was completed within 7 days. Taobao launched a beautiful C2B attempt. A piece of Wu Haiyan’s clothing priced at 688 yuan sold 2,267 pieces at a price that was 2.5 times higher than the average price of women’s clothing on Taobao. A dress designed by Deng Lifu was sold out in advance after the group started, reaching 974 pieces.
In the past, customization services could not be produced in small quantities because they took full consideration of personalized needs, and product manufacturing costs and prices were generally relatively high. Nowadays, the Internet has aggregated the original scattered demand for customization, which can give full play to the scale effect, increase the cost of customization services, and make it a consumption method that can be chosen by the public.
In fact, Taobao is not the only company that plays with customization online. Beijing Kushen Clothing Co., Ltd., founded in 1996 and specializing in clothing customization, moved its clothing customization business online last year. “Establishing a style brand network and launching style brand men’s clothing is the other wheel of Kushen Group’s ‘carriage’. We must do a good job in Kushen Group’s professional wear customization and at the same time, with the help of e-commerce, satisfy more The personalized clothing needs of many people.” said Huang Yuenan, general manager of Beijing Kushen Clothing Co., Ltd.
Research on branded men’s clothing shows that about 36% of men cannot buy suitable men’s clothing in the mall. Coupled with men who need to design their own styles and embroider specific logos, this market is very huge.
“We found that by using about 3,000 sizes, more than 95% of men can customize clothing that fits them. That is, these people only need to customize according to the size, and do not need to face-to-face measurement. It is specific to each individual and uses Just choose one of the three rare sizes.” Huang Yuenan said that this is the so-called “password customization method.” Customized consumption will be the main form of clothing consumption in the future. As society improves, the proportion of customized consumption will become higher and higher.
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