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On August 31, Yangguang Shopping 2018 Global Autumn and Winter Fashion was released in Beijing. The release includes 21 new products such as luxury goods, beauty, clothing haute couture, jewelry, GUCCI, COACH, DS, Laconi, CELLE, Lao Hongxiang, Ai Huashang and other 15 domestic and foreign brands. This autumn and winter fashion release consists of core suppliers of Yangguang Shopping, striving to create a fashion trend in line with the domestic market. At the press conference, Dong Tieming, Chairman and CEO of Yangguang Shopping, and Hao Weimin, Chief Fashion Designer of Yangguang Shopping, released the “Designer Advanced Customization Project†which is the first in the TV shopping industry.
Haute couture can be said to be the highest standard in the entire fashion industry. It is the top of the pyramid for the craftsmanship and customer base. Naturally, the price of each Haute Couture is extremely high, which makes ordinary people discouraged. Dong Tieming, chairman and CEO of Yangguang Shopping, said that while retaining high-quality and high-quality products, Yangguang Shopping has reduced the profit margin and provided everyone with a price that is close to the people, so that every customer can enjoy a more personalized and fashionable life. The reason why Yangguang Shopping took the lead in the high-definition field is because we believe that the immersive shopping experience of the TV shopping platform has a natural fit with Gaoding. Yangguang Shopping wants to be the provider of consumer life solutions, not the brand's “Cangkafoâ€. Experience is the core part of marketing.
An attitudeary life does not require sky-high prices, and there is a "temperature" in China.
In the Haute Couture, such as Chanel and Dior, a set of "Haute Couture" suits basically sells for more than $100,000, while dresses sell for more than a million. But just as not all "sparkling wine" can be called champagne, not expensive clothes can be called "Gao Ding".
As Dong Tieming said, Gao Ding's spiritual core is the exclusive shopping experience of the craftsman spirit and the ultimate philosophy. With the advent of the era of homogenization, the market needs a carrier with this spiritual core. But as far as the domestic market is concerned, there are few sales platforms in the face of efficiency and profit. As a national media platform, Yangguang Shopping hopes to incubate localized high-end brands to meet consumers' individualized consumer needs. The second is to guide the market towards refinement, high-tech development, and stick to the craftsman spirit in the fast fashion red sea. Third, this year, Yangguang Shopping upgraded its brand concept to “find the difference between the day and the day.†The overall brand is more young and fashionable, and high-end customization is an important step in the fashion strategy of Yangguang Shopping.
Live selection, enjoy 70 crafts exclusive designer door-to-door service
Still taking Chanel as an example, making a dress requires the consumer to fly to the brand's Paris headquarters to communicate directly with the designer himself. The next step is the long Fitting process, which takes about 3 Fittings and requires a reservation every time. Fly to Paris personally. Frequent flight to Paris, another standard that makes people look back.
As a platform for integrating various media such as TV, radio, internet, mobile TV, etc., Yangguang Shopping has its own views on convenient users. The time of fragmentation of the Internet has made it impossible for many people to spend too much time on a consumer product. The high-key concept of Yangguang Shopping is to stay at home and enjoy a simple life. The current high-level conference of Yangguang Shopping will use TV and live webcasts. Consumers will be able to place orders when they see the show, and then designers will be tailored. On the basis of the designer's selection, consumers choose the color and material of the clothing according to their own preferences. The designer will collect more than 90 points of data for the customer to ensure that the customized clothing is suitable for the customer's bone structure.
Ms. Fan’s red dress at her son’s wedding and the community’s selection of the “School Family†award-winning dresses were purchased at Yangguang Shopping. "The fashion design of Yangguang Shopping has nothing to say. My body is rather awkward, my stomach is big, my body is not tall, my dress is wearing a M-small size, and I wear a L-code and I have to go to the store every time. The words “Yangguang Shopping Designer’s tailoring of the door are particularly touching.†The designer played a key role in the entire customization service. Yangguang Shopping has screened dozens of talented and talented designers across the country. Among them, the famous Chinese designer Hao Weimin has a wealth of qualifications: member of the China Fashion Art Committee, and has won the “Chinese fashion outstanding fashion designer†Original design awards, "Best Original Designer", "Shenzhen Top Ten Fashion Designers" and many other honors, for the "Belt and Road" international fashion festival and other well-known fashion show finale, has been a number of celebrities for advanced customization services, and Western design resumes stand out.
After the design process is completed, it will enter the manual production process. For example, to make a high-grade custom cashmere coat, starting from the selection of fabrics, 73 items including cutting, adding barcode, adding lining, sewing, conveying, partial ironing, vertical hanging, steam ironing, re-examination, etc. The steps take 168 hours of manual work. Consumers also enjoy a copy of the service to ensure the fit of the clothing. This will usually be completed within 35 working days. In addition, customers will also have the unique code, design manuscript and designer signature of this garment to commemorate. The whole process makes people feel uncomfortable: the craft of time is the greatest praise for life.
Future layout advanced custom internet management
The speed of China's Internet development is attracting attention all over the world. The localization of any imported goods inevitably embraces the Internet. In the next step, Yangguang Shopping will take advantage of online and offline services to open “Yangguang Shopping Gaoding Clothing Flagship Store†in Tmall and Jingdong Video, and launch designer high-end customization projects for different age groups to develop their strengths and utilize them. Video marketing means to further serve Internet users. At the same time, in the main battlefield of the TV terminal, Chinese-style leisure and Western-style dresses will be developed to enrich the life scene of “old powderâ€.
Only by breaking the rules of the game will you explore more possibilities. As the main engine of TV shopping consumption upgrade, Yangguang Shopping will be more in-depth interpretation in the field of clothing, inject more vitality into Chinese fashion, and let the Haute Couture universal life.
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