How deep water Taobao explosions

Today in the fashion of all people, it is possible for anyone to hit a huge "explosion" on the road. Just seeing a piece of fashion on a star on television, for hours (even in minutes), Taobao can produce countless pages of the same paragraph. And when you (though we hope it wasn't you) happily photographed it and couldn't wait to open the express delivery and wear it on the street, it was thought that these “explosive men’s” models, which are tempted to break ten thousand yuan a month, are fashionable. What impact does the industry have?

Explosive 2.0 era: The niche can also be hot

Today in the fashion of all people, it is possible for anyone to hit a huge "explosion" on the road. Just seeing a piece of fashion on a star on television, for hours (even in minutes), Taobao can produce countless pages of the same paragraph. And when you (though we hope it wasn't you) happily photographed it and couldn't wait to open the express delivery and wear it on the street, it was thought that these “explosive men’s” models, which are tempted to break ten thousand yuan a month, are fashionable. What impact does the industry have?

Not only high-profile animal heads and riveted shoes can “explode”, but low-profile, such as Thom Browne, can also become a phenomenon-level explosion element under the help of stars.

Although it was already a street-goer, the “Thom Browne Stripe” truly achieved phenomenal transmission for the first time, and it still happened in the 2013 hit Korean drama “From the Stars of You” where the male protagonist “all professors” wore this gray cardigan. , The same photo was taken on Taobao's search result page after searching for "Thom Browne". A shopkeeper who has operated five years of experience in Taobao clothing stores told GQ: “My Clothes are still available in the shop, but after the show’s limelight passed, we changed the name of the product and it is currently on the shelf.” Li Yifeng's same paragraph, also put on his picture, so that it is better to sell.

"Yu Wenle's Feather Necklace", "Chen Guanxi's Tide Brand Low-Profile Pants", "Qian Zhi Long Color Frame Sunglasses" and "Wu Ke ** Cashew Flower Hip-Hop Baseball Cap" are... The initiator of the "explosive industrial chain".

“Perhaps the same clothes from the same factory may be purchased at more than a dozen stores at the same time, so it is not easy for you to see sales figures of 10,000 yuan or the like under a single “baby” but can be called For explosives, it must be a phenomenon level,” said the owner.

In a physical store, the realization of a transaction must start from entering the store, but when we use a collection e-commerce such as Taobao, the single-item becomes the main entrance of traffic—the first time we look at the key words to search for the product, again. Active click to enter the store. It goes without saying that, from the merchant level, it is understandable that every effort is made to operate and package a product. Taobao provides merchants with complete data sheets for flow, dwell time, and consultation rates. It can be said that the birth of each explosion is a masterpiece of a sophisticated system.

_____ Airport look for the same paragraph, please fill in the name you find most suitable

Search "How to build explosive baby", you can read hundreds of different pages on Baidu. But the online shopping platform is dead, allowing the phenomenon to truly “live” and the core must return to the stars. Such as Quan Zhilong, Yang Mi, Ni Ni, Angelababy, and Gao Yuanyuan are the most common names on the word “the same paragraph” on Taobao today. Their image is not known as the guard, but it is precisely this reference is suitable for most of the consumer's taste.

"In various photos, I still prefer to purchase products from the airport. I think they are very good-looking and completely exaggerated. This is equivalent to doing a good job of selecting funds and collocations for me. This is entirely a matter of convenience. "A consumer who relied on the stars for many years said to GQ, "Seeing a good, stable shape of a person is more likely to be more favorable to the brand he chooses."

This kind of mentality was seized by some brands, and they tried to take the initiative to attack the explosion of the public's taste, and regained the initiative from Taobao. For example, the well-known fashion brand Co-operative actress launched a quick-selling co-operative handbag style. Although it is just a cautionary exercise in terms of production, it also shows that the brand is trying to take more of the real benefits of the celebrity explosion effect. To yourself.

Gradually, it was possible to be worn by a handful of “explosive models”, that is, aesthetics and designs with explosive potential, and from the beginning, influenced the creative ideas of the brand design team, and then the buyers in China. The selection of goods changed the appearance of the new products on shelves.

Yes, it can be said that every time you “add to the shopping cart” on a certain treasure is clearly seen by the creative director.

Taobao’s official attitude has also become vague. In a series of debates about “Taobao has no fake”, Taobao is also busy creating its own appearance: In 2015, Taobao launched a new “World's Largest Internet Clothing”. In the name of “New Force Week”, and in the second session of 2016, a red flag was issued for the “red personality” tag to promote Taobao merchants and create a new timetable for the fashion week. And other mechanisms. Among them, there are naturally interesting and interesting design opportunities to meet with consumers. However, there are also many people who use them to get through. The contents of “original” content are only clear to them.

This is what we have said. Shyness is replaced by the air. This is even more dreadful than the shyness itself.