The sharing boom continues.
On July 17, the shared sleeping cabin was urgently suspended. The regulatory authorities considered that there was a fire safety hazard in the confined space and it was recommended to dismantle it. This new shared project has fallen into a dilemma before it has broken out.
“Sharing everything†or “one chicken� The sharing economy has become the best investment target of this year, and it is facing the biggest bubble like the O2O tide. In the past two months, Netease has focused on intensive interviews with a large number of shared project entrepreneurs – including shared bikes shared by capital, shared charging treasures, including shared motorcycles and shared cars that are still in the exploration period, including Shared basketball, shared umbrellas and other projects widely questioned by the industry.
Shared wardrobes are an alternative.
As early as 2015, before the outbreak of shared bicycles, multiple shared wardrobe projects have already started. In the shared family, it is not new. The main mode is monthly dressing, that is, consumers are monthly, quarterly, half a year or one. In the way of paying membership fees, you can choose clothes on the shared wardrobe platform.
On this track, dozens of companies have been running before and after. Among them, there are two clothes in the first echelon, the goddess, the dream, the beautiful rent, etc. There are also clothes and clothes that have been falling down in 2016, as well as new students such as 4CUS who just entered the game. power.
Unlike most shared projects, shared wardrobes have been recognized by mainstream investment institutions. Many have received tens of millions of dollars of financing, and the rounds are concentrated around the A+ round. Among them, IDG Capital, Jingwei China, Jinshajiang Venture Capital, Jun Liancai and other first-line investment institutions, as well as La Chapelle, a number of fashion brand investors.
A number of shared wardrobe entrepreneurs told NetEase to focus on, if the clothing is a trillion market, then this monthly dressing method, the market volume is about 400 billion. All along, this field has been quite low-key in the entire era of consumption upgrades. We can't help but wonder that this brand is actually a clothing leasing business. What kind of business is it?
Where does the shared wardrobe come from?
Wu Xia, the founder of the beautiful rent, said that she is a special beauty person. She basically goes out every day and will decorate herself very well. In Wu Xia’s eyes, inner beauty and external beauty are equally important. “When a girl’s appearance becomes beautiful, she will express a self-confidence from the clothing mix to the temperament of the whole person.â€
Amy is the common pursuit of all people, but many people can't buy a lot of clothes because of economic conditions, and often worry about what to wear for special occasions such as weddings and parties.
When living in the United States, the founder of Doraemon Dream Liang Liang was fascinated by Netflix's DVD rental model, which reminded him of the increasingly diverse and diverse dressing scenes. How to use a more economical and practical method so that everyone can Dressed in a very decent way to attend each scene? Liang Liang feels that monthly rental is the best solution for women's diversity needs and pain points.
In addition to the increasingly diverse dressing scenes in the era of consumer upgrades, Dorayi COO Mao Wen believes that there is still a big pain point in the high profit margin of the Chinese clothing market. She came back from the United States and felt the price of Chinese department store clothing when shopping. High is very outrageous. As a US-based doctor, she is inspired by foreign subscription-style clothing leasing models such as Rent The Runway.
At the Netease Future Technology Summit, just as a guest of the Sharing Economic Forum, Xu Baizi, the founder of the goddess, talked about the reason for sharing the wardrobe project. "If you have a value that slowly decreases, so the right to use is for you. It is more important, or convenient. In this environment, many girls find that they spend hundreds or even thousands of pieces of clothes they buy. It may be less than 3 or 5 times to wear it. For her, only When she was wearing it, she was using the dress, and the clothes were not worth any value when they were hung in the closet."
Although sharing the concept, 4CUS founder Chen Yanjun does not really want to say that he is in the sharing industry. "It is similar to sharing bicycles or sharing charging treasures. It is more like a tool. We want to be a female platform and serve girls. Tell girls how to become more beautiful, how to dress beautifully to the company, the boss also likes you, and colleagues envy you."
Among the many shared wardrobe players interviewed by Netease, Chen Yanjun is the only male student. He and his team returned from studying in Japan. Before that, they had experience in running a clothing store in Japan. The entrepreneurial power of 4CUS originated from Fashion love, they want to highlight the concept of renting and helping women to match.
At the summit, Xu Baizi also talked about his own views on sharing. “There are three fundamental points for sharing. First, for users, it allows him to enjoy better services or products at a lower price. Second, you The services and products are valuable to society; the third fundamental point is that financial models and business models must be able to work, be economically effective, and doing business is not charity."
How big is the market?
Before starting a business, Wu Xia was an angel investor, focusing on pan-entertainment and pan-consumption, and had seen many women's projects. In the two years of entrepreneurship, Wu Xia experienced a painful transition from investors to entrepreneurs. Focus on the rate of return and turn to focus on the entire operation and the real product.
In the process of doing business, she also accumulated a lot of real experience. She expressed her understanding to Netease. "In fact, compared with the West, China's entire consumption structure is not so developed, there are many channels, but the mix is ​​chaotic. So Sharing the wardrobe, I don’t think it’s just a lease, it’s a change in the way we dress, giving these girls, girls who love beauty a world, and having access to more brands and some extravagant costumes.â€
Wu Xia once counted an account: the number of white-collar women with a national income of more than 6,000 yuan, probably more than 80 million people, these people spend the annual installation costs of high-end clothes, conservative estimate is about four or five thousand yuan, for example Maybe a piece of clothing is more than 800 bucks, and it is not excluded to buy some cheap brands such as ZARA, H&M, or some small accessories.
If the clothing is a trillion market, the way to share the wardrobe, in Wu Xia's estimation system, will be a huge blue ocean market with a volume of more than 400 billion yuan.
At present, the target audience of these shared wardrobe players has several common characteristics: young women, white-collar workers, entering the workplace, and demand for fashion. Driven by big data and differentiated positioning, each player will have a more in-depth label description of their own users. The beautiful rental service for new middle-class users, light luxury, biased to the high-end; From the perspective of income, the user probably has a monthly income of 5,000-7,000 yuan. The core is the newly graduated white-collar worker. The new mother also accounts for a part of the proportion. The 4CUS target group is more inclined to enter the social work of college students in first- and second-tier cities. group.
On this basis, in order to meet the needs of different users and further tap potential users, Xu Baizi set two sets of membership standards for the wardrobe of the goddess: one is a colorful fashion wardrobe, mainly for women aged 20 to 24, their appeal Mainly can wear more fashionable clothes, more fashionable; the other is imported light luxury wardrobe, for elite women aged 26 to 35, to provide women with very keen brands, such as Vera Wang, BCBG, etc., to meet them The appeal of higher quality and higher brand clothing.
According to NetEase's focus on interview data, although the public's awareness of shared wardrobes is still in the early stage, the users of this project are not in the minority - the number of beautiful rental apps is close to 1 million, and the number of registered people is about 600,000. Active members At around 50,000, the number of users of Dorayi Dream is close to 500,000, and the number of paid users is around 80,000; even if 4CUS has just been established for two months, the download volume is nearly 10,000.
In terms of user retention and growth, the data provided by players to Netease shows that the retention rate of beautiful rentals reached 65%. In the first half of this year, members grew at a particularly fast rate, and the monthly growth multiples were increasing. The proportion of new users in Yimeng is about one-third of each month, the retention rate is very good, and the proportion of long-term paying users is getting higher and higher.
At present, Yi Er San, Goddess, Doraemon, and Beautiful Rent are concentrated in tens of millions of dollars in financing in 16 and 17 years. Most players have already been recognized by mainstream investment institutions, and many of them have invested in multiple sharing. The star project of Jinshajiang Venture Capital, Jingwei China and other institutions, as well as players have received La Chapelle, a number of international fashion brand investors strategic layer support.
Good data makes these players believe that sharing a wardrobe is not a whim, but a long-awaited business.
How to make a commercial abacus?
At present, the gameplay and mode of the shared renting platform are similar, and most of the business models are concentrated in B2C and B2B2C. Specifically, the former refers to the platform self-employed, the clothing is purchased by the platform, and then rented to the consumer, but this will also put a lot of pressure on the funds; the latter refers to the merchants co-located, directly docking the clothing brands and consumers.
In the entrepreneurial process of Doraemon, Mao Wen told NetEase to focus on them. They have experienced many breaks. For example, there are too many new members in a month, and the number and category of clothes cannot keep up. At this time, if you adopt a business-incorporated model and there are more partners behind it, you can resist this kind of risk. "The advantage of this model is that the scale is more developable, or the trend of explosive development."
The beautiful rent is currently in the "B2C+B2B2C" mode, and there is no uploading right to the merchants. But when it comes to the future, Wu Xia said that the wardrobe platform may be like Jingdong, both self-operated and small. On the other hand, 4CUS is in close contact with Japan's second-largest clothing e-commerce, hoping to reduce its inventory burden through cooperation.
Netease has learned that many players, such as Yi Er San and Duo Yi Meng, have opened the purchase function to facilitate consumers to buy clothes that they particularly like during the try-on process. Most of the clothes currently sold are old in the process of circulation. clothes.
At present, there are three main sources of revenue for shared wardrobes: membership dues, purchase conversion revenue, and income for the B-end. Among them, membership dues accounted for a large portion, such as the income of the more than 8% of the dream, while the beautiful rent is about 70%. Wu Xia did not open the function of purchasing clothing. She felt that the criteria for judging the second-hand clothes were not clear. However, the proportion of beautiful rents to B-ends was as high as 30%. There are many self-made circle, financial institutions, law firms, returnees, etc. Alliance partner.
In terms of cost, shared wardrobes mainly include four aspects, including the purchase cost of clothes, logistics costs, cleaning and maintenance costs, and storage management costs. Netease focused on interviews to understand that logistics costs are part of the larger expenditure. In order to ensure a high-quality user experience, most merchants use SF, which has a good reputation, and the price is relatively expensive. Wu Xia told NetEase to focus on the beautiful rented users, the highest record was changed 21 times a month, and under normal circumstances, a user changed 5-6 times per month on average.
In the cleaning and maintenance of clothes, the warehouses and washing centers of Dolly Dreams are self-operated, which can effectively reduce costs. Mao Wen said that a piece of clothing can basically achieve profitability by flowing 10 times. Wu Xia introduced in more detail, she told NetEase to focus, different clothes, such as uniforms and dresses, the number of washable times, the number of turnovers are not the same, in general, summer clothes can be returned four or five times.
Netease focused on the interview and learned that the current goddess sent to balance the balance in less than a year, the beautiful rent has also been self-financing, it seems to be a good business to make money.
More concerned with cultivating the market than competition
Sharing bicycles, sharing charging treasures quickly seize the market, compete for capital, fast pace, and a tense atmosphere. The idea of ​​shared wardrobe players is surprisingly consistent. They believe that the current field is far from the stage of competition.
Mao Wen said frankly, "This industry is far from being in a state of fighting. Every size is still so small, unless you have reached 50% of the market, and then consider whether to start crowding out opponents. The women's market is too big. It's hard to say that one can lead the competition. So I would love to see more players coming in. It's great that everyone can do a good job."
Both Wu Xia and Chen Yanjun believe that experience is the key to sharing wardrobes. "It is not a kind of standard like sharing bicycles and sharing charging treasures. It can be speeded up and shared wardrobes."
NetEase focused on the views of several companies. At present, consumers' concerns about sharing wardrobes are mainly concentrated in three aspects: clothes are not clean, styles are not many, and service experience is good. It is the general aspiration of the current players to educate consumers to believe and get used to the shared wardrobe.
Mao Wen sees it very clearly. She thinks that it is really time for the shared wardrobe to take time to educate the market. The process of obtaining customers will not be explosive like other apps. Mao Wen firmly believes that the market demand is very strong. "In this process, you need to prove that you are clean, safe and convenient, and will not add too much trouble to users."
In order to retain consumers, these players who share the wardrobe have made a lot of attempts - the beautiful rent, the goddess, the Doraemon have opened an offline experience store, so that more people can actually feel the service online. Doraemon uses data management and management to analyze the purchase data of a certain style, color and even silhouette to guide the purchase; beautiful rent tries to create the concept of “shared wardrobe +â€, and combines some industry brands to launch makeup and modeling. Extended services such as spas.
For the future of beautiful rent, Wu Xia regards it as a scene-optimized shared wardrobe. It will be a designer brand and IP incubator, providing more opportunities for Chinese original designers. Brand cross-border cooperation, together to create a new brand, through the platform for more users to try on.
What makes Wu Xia interesting is that when she came across a lot of boys when she was on a business trip, she would ask her whether she had a beautiful rent or not. The shared wardrobe has already entered the vision of some people. The industry is taking a relatively low-key attitude and spending The era of upgrading creates more possibilities, and the full outbreak of this 400 billion market will take time to wait.
Casket Lining Fabrics and Liners Sewing
There are varies of beautiful, elegant, important decorating fabric in funeral casket and coffin in United Sates, Canada and Europe.
The products include Velvet, Crepe, Ponge, Taffeta, Moleskin, Floral print, Satin and etc.
Based on our fabric products, we also supply casket liners and coffin liners, such as bedding, pillow and covers.
Casket Lining Fabrics, Casket Liners, Casket Lining, Casket Fabrics, Coffin Lining Fabrics, Coffin Liners
Shaoxing Xiaotrain Imp.&Exp Co., Ltd , https://www.xiaotrain.com