Source: Internet
Days trapped in the information cocoon
In March last year,SophiaI took more than a dozen puff sleeve dresses developed by the team to meet the purchase, and the other party only turned over2The piece frowned: "Before."100The name is in the hot seller47Puff sleeves, do you want to spell out the factory price? ”
What's even more heartbreaking is that two weeks laterSophiaatSHEINI saw almost the same model - from a factory in Jiangsu, and the price was lower than their cost2US dollars.
This situation is not unique in the past. Although it is compliantSHEINThe trend is provided, but the competing manufacturers are also using the same reference, and finally the roll is turned into a low price. Although the goods are out, the profit is pitiful.
useSophiaIn the words:“We are stuck in a dead cycle:dependSHEINTrends and reference options provided → develop homogeneous products → be priced down; Relying on their own design team to climb over the wall to pick up social media influencers, find blue ocean products, and analyze fashion trends, but it is time-consuming and labor-intensive, and the efficiency of payment is greatly reduced. ”
Until one day in the cross-border clothing community,SophiaThe team's friends saw that someone was using it"Overseas Exploration"market analysis tools,In less than five minutes, the blue ocean category of the women's clothing market was analyzed。 Then a special person was appointed to explain and demonstrate the product.
PassMarket analysis tools for overseas exploration，odmEnterprises can circle the target site, one or more sub-categories, select a custom time, and view the growth trend of each category during the target period. It can help designer teams identify which categories have better momentum in the near future and which demand is weakening with one click.
Overseas exploration-Market Analysis-Category trends
In addition, for the design details (such as fabrics, sleeve shapes, linings, etc.) under the specified subcategories, the analysis tools of overseas exploration can also be clearAttribute distributionandGrowing trend。
at[Attribute concentration]You can also view certain types of design details inSHEINThe proportion of leading products in the market,Timely identify the design angle of overheated competition and find out the blue ocean of differentiated competition.
Overseas exploration-Market Analysis-Skirt sleeve attribute concentration
Through such analysis tools, the designer team can quickly gain insight into the trends of the target site market and obtain ratiosSHEINThe buyer provides a richer reference to the design direction and ideas.
After a period of use,SophiaDenote:"After using big data tools for market research and trend analysis, the feeling of being trapped in an information cocoon is no longer there."
The first time to use data imitation
With the mentality of giving it a try,SophiaThe team startedOverseas explorationuse. At the Designers Week,SophiaWhen the interface of overseas money exploration was projected for the first time, everyone gathered around.
"I still remember the first time we used it, I wanted to try to find the women's tops and skirt styles of independent websites in Europe and the United States, and the first feeling was that there were very rich clothing industry labels in the commodity library, which supported us to quickly find the corresponding styles according to the needs of our own companies."
atOverseas exploration【Product Center】Check it off and don't read itsheinand merge the same model in different regions to screen the entire network of independent stations30New women's tops and skirts that are on the shelves and sell wellThe designer quickly found a large number of reference styles. can also be supportedFurther filter based on individual design details and attributes, which can also be combined with some high-potential design elements selected by market analysis.
Overseas exploration-Commodity library
Not only independent stations,SHEINSites in various countries,INS、Pinterest, the styles of other mainstream overseas e-commerce platforms can also be used in a similar wayFast and preciseFilter out. With the help of overseas exploration, designers do not need to brush a large number of image sources and switch between websites and platforms.One-stop"Accurate Money Finding"became possible.
In addition to having richer ways to find money and more picture sources,【Smart Image Search】The function also becameSophiaA great feature that teams love. In the past, designers wereINSI found a style that I thought was good, but I didn't know which brand and store its e-commerce source was, and I didn't know its recent sales.
and utilize【Smart Image Search】, any style found by the designer when choosing a model is fineLink to the source of the same model to obtain accurate and objective sales basis, and determine whether the style is inSHEINIt is already on the shelves. In addition, by searching for similar models, you can also obtain similar style sales on various sites, allowing designers to get more inspiration for facelift references.
Overseas exploration-Intelligent image search
Sophia："In the past, it was time-consuming, laborious, and blind to find pictures through a large number of searches by designers. Using overseas exploration to select models can avoid too subjective assumptions, and free up the designer's time to focus more on the facelift design. ”
Explosive anatomy class
After solving the problem of selection,Sophiaand her team also began to try to solve it with big dataThe explosion rate is low and the order return is smallquestion.
In the previous design process, designers found multiple direct reference styles, but how to determine which element or attribute made the best-selling style a hit? It's rare to make a hit model, but you can't clearly review the success factors, is it a style? Color? Fabric? Craft? The price band?
…… These problems make it difficult to form a replicable experience for explosive designs. Every time a payment is made, it is still a new "big gamble".
And with the help of overseas exploration, the gene of explosive models"Dissection" became possible.
When foundSHEINThe US station sells for a certain month3000+After the popular dress, passOverseas Funding 【Product Details】can be carried out【SKUAnalysis], it was found that the sales of dahlia red and blue colors of the product accounted for a close proportion90%，SyardMThe proportion of codes is exceeded60%。 And in the commodityEvaluation and analysis, you can find at a glance that the negative keywords are concentrated on "skin penetration".
Overseas exploration-A product detail-SKUanalyse
And with the help ofCross-analysis tool for overseas fundraising，Sophiaand her team discovered"Thin straps+The design combination of "flared hem" was very obvious in the market at that time. thereuponSophiaDecisive clapper dahlia red, blue with double goods, thickened lining40%, retains the thin straps and incorporates the flared hem design.
Overseas exploration-Cross-analysis of women's skirts in a certain period
As a result, the upgraded model was out of stock in the first week of its launch, and the number of returns was higher than that of the original40%。
"In the past, doing hits was like gambling and lottery, and it depended on a little luck. Now the data gives the answer directly, like an open-book exam. ”Sophiasaid with a smile to us.
epilogue
UseOverseas explorationprovided"Market insights+Multi-platform aggregation selection+Genetic analysis of popular models"combination fist,SophiaThe team continues to explore"Big data+Fashion design"New boundaries and new imaginations.
Sophia's colleagues discovered a new blue ocean commodity yesterday:“Sophia, I still remember the quilt last yearxxIs it a lace shirt that is ahead of its peers? Yesterday I used overseas exploration to find that it was on fire again on the British independent station this month, andSHEINThere are no similar models yet. ”
He rushedSophiaBlink:"How is it? This time, let's be the first batch of people to create explosive products? ”
