Since February of this year, Li Ning, who participated in Tmall China Day, has burst into red on the international stage. On September 10th, Tmall announced that it will once again promote a series of fashion brands to rush to the 2019 spring and summer New York fashion cycle. The second China Day show also Become the most anticipated show in New York. After China’s holding of Li Ning New York Fashion Week fully embraces Chinese brands Tmall China Day is the world's first platform to support Chinese fashion brands created by Tmall and New York Fashion Week and Centrino Fashion. It aims to promote the exchange and integration of Chinese and Western fashion circles. Tmall and New York Fashion Week will join forces to meet the needs of more two countries with global demand. “As China's leading online retail platform, Tmall brings together the latest fashions and cutting-edge designs in China. We are proud of the achievements of these designers in China and are willing to set the stage for them to showcase their works on world-class shows. Liu Xiuyun, general manager of Tmall apparel, said. In February of this year, Tmall teamed up with Li Ning, Taiping Bird, Clot and ChenPeng to go to the New York catwalk, causing a global sensation, attracting more than 800 international industry authorities and more than 300 international top media attention. In particular, Li Ning, after being in New York, became synonymous with “national tide†and occupied the hot list of major media. The stock price rose by 50% in a single month. In April this year, Tmall will open the second China Day information and release hundreds of Chinese brands to come to inquire, while the "China Day Effect" also benefits the New York Fashion Week, which has a declining influence. According to media reports, After China Day, New York Spring and Summer Women's Week became the highest fashion week for Chinese brands. In addition to Tmall's selected brands, more than 30 brands will participate in the catwalk, 19 of which entered the official schedule of New York Fashion Week, accounting for Up to a quarter. This time, Tmall China Day fully demonstrated the big data insights of Tmall platform for Chinese female consumers in the process of content design and brand selection. Based on the platform's billion-level women's clothing users, Tmall has qualitative analysis of more than 40 latitudes in the four directions of population physical attributes, brand merchandise preferences, purchase browsing behaviors, and category preferences, and finally results in 9 categories of women. consumer. Among them, the three categories of people named Luxury, Trends, and Goddess of Mercy are particularly demanding for quality products. They are generally highly educated and have strong consumption power. The number of women who occupy 20% of women's wear has contributed as much as one-third of the trading share, which constitutes the “new female power†of Chinese consumers. The three women's wear brands selected for China Day represent three completely different categories of Chinese women's designer brands, and represent three styles of contemporary Chinese women: JNBY's intellectuality, Particle Fever's pioneering dynamics, and Angel's Chen's rebellious spirit is to break the traditional impression of Chinese women in the Western world. The 2nd Tmall China Day Conference, from left to right: Steven Kolb, CFDA CEO of American Designers Association, Jia Luo, General Manager of Tmall Operations Platform, Liu Xiuyun, General Manager of Tmall Clothing, and Fang Tao, CEO of Centrino Fashion Provide a world stage for designer brands Will the Chinese version of prada be born in Tmall? In foreign countries, those famous luxury brands often have a strong personality designer in the early days. Even today, the creative directors of luxury brands such as Prada play a vital role in the development of the brand. They are The soul of a brand--the designer brand, despite its higher cost, has a higher pricing power than a general commercial brand due to its strong personal characteristics and high recognition. According to Tmall data, apparel has become a new type of Chinese women. Social language, they are more attentive to exquisite workmanship, comfortable materials and good-looking versions. Relying on the platform's big data and a very consuming group of young users, Tmall has a mature system in the hatchery designer brand. In February last year, Tmall launched the DT Designer Empowerment Program, announcing that it will provide empowerment for designers and brands in terms of traffic support, supply chain building, marketing and brand building, and data empowerment. Relationship, become a designer brand incubation position. The data shows that as of this year's 618, there have been some famous designer brands such as Comme Moi, Exceptional, Lanyu, Wuhuan, Jicheng, To be thrill, Use, Near white, etc., which have almost opened China. Ace independent designers, Angel Chen, Yirantian and other top domestic designers have also adopted Tmall as the platform of choice for online expansion. The Tmall designer business circle has grown by more than 100% year-on-year. In the next five years, Tmall will build a designer market of 10 billion scale. Tmall aims to at least 100 high-quality local designer brands with international market potential to promote local design. The rapid development of the division market meets consumers' more individualized quality needs. At the New York Fashion Week, Tmall also took control of the brand in terms of design, product control, and show performance. It can be said that this New York fashion show is not only a test of whether the brand has a global vision in the design, but also tests the brand's supply chain and quick-reaction ability, especially in the “show†After the match. For the first time, the three brands are trying to “buy and buyâ€. In order to better integrate with Tmall technology, JNBY first tried to break through the traditional processes and models, from design finalization to goods production, and finally to retail shelves. Less than 30 days. Like JNBY, the particle fanatic CEO Ji Jin has been preparing for the "New York Premiere" recently. She is more concerned about the ability of the particle frenzy supply chain behind the show, how to make an estimate of the sales of the show, which has become the focus of her attention for several months. "To this end, Tmall has been looking for us to analyze the goods many times in advance, from the design of the banner, the recommendation of the main show to the color matching, which provides us with valuable experience." Ji Jin said. In order to help these Chinese brands open their markets overseas and allow more buyers to engage with these brands, the show room has achieved an upgrade in technology and experience. In the past, the showroom space was limited, and it was unable to present more products of the brand. This time, the show room of China Day provided the brand with a touch screen device, and input a 360-degree panoramic picture, so that the buyer can see as much as possible in a limited space. More branded goods. In addition, this time Tmall China Day realized a 360-degree VR show, allowing users to experience the international fashion events at the top of the fashion pyramid on the platform more abundant and closer. At the same time, Tmall will also launch a series of fashion items customized for Chinese local brands in the world's top buyer Opening Ceremony, Laoganma, Yunnan Baiyao, Shuangmei, Master Kong, Onecup and other traditional Chinese brands or new students. The Chinese brand has been redesigned by American tide brand managers, and it is presented to consumers around the world in the window of Opening Ceremony in an international fashion language. “Tmall China Day will not only help Chinese brands stand on the world stage, but also build a platform to integrate Chinese contemporary design power, connect Chinese fashion with the US and even the global marketâ€, General Manager of Tmall Operations Platform Division Liu Bo said, "We want to make Chinese design more influential on the global stage. Image source: Tmall
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