"There are always few clothes in a woman's closet." Sharing clothes is precisely for this pain point of women. Most of the young women's commuter clothing is purchased from ZARA, H&M and Taobao Tmall. The demand is more inclined to taste new. Sharing clothing provides a new way of consumption for the majority of women who love beauty. Originally, they can only be “favored†once or twice in the girls’ wardrobe. Now they are used by more users through leasing, so that the audience has In addition to the relatively closed private space, there is an open "big wardrobe" covering all kinds of popular elements.
Since the second half of 2015, the online rental platform that advocates clothing sharing has begun to enter people's sights, such as the color-changing wardrobe, Dolly clothing dream, clothing 23, goddess, clothes, beautiful rent, etc. enterprise. The idea is to save costs for users and save resources for society. So, what about the current shared clothing platform?
The development status of some "shared clothing" platforms:
The shared clothing platform was established in the second half of 2014. During the period, there were platforms that were being financed in succession, and some platforms chose to quit without aspiration after receiving the favor of capital.
Does the clothing leasing business really have market demand?
Clothing can be summarized as a comprehensive manifestation of one's quality, taste, vision and spending power. There are three main categories of clothing consumers: First, the economic conditions are good, the clothes in the home are already full of wardrobes, but they still complain that they have no clothes to wear clothing "fans." Second, there is a “cool consumer†on the budget of clothing products. Third, there have been a lot of waste or idle people in various ways during the purchase of clothing.
For the first group of clothing renters, the average monthly cost of clothing rental enterprises in China is 300 yuan (the most expensive is less than 600 yuan, generally two or three hundred yuan), and the monthly rental of 6 sets of clothing products is calculated. A set of 72 sets of clothing products can be used for a rental fee of 3,600 yuan per year. Taking a rental method for clothing consumption can save at least half of the purchase cost per year.
The second category of “cool consumers†generally works in first- and second-tier cities and has a relatively stable source of income. The monthly consumption of clothing products is 1,000-2,000 yuan. For them, leasing clothing is another service consumption choice and combination method. The consumption amount does not float much, but it can obtain more use rights of clothing products.
The third category of clothing rental industry consumer groups cause a lot of reasons for the idle or waste of clothing products, such as the size is not suitable, the product and online pictures are different, and even the purchase of counterfeit and shoddy products, etc., but because of the trouble, There is no return for the reasons such as whip, shipping and other reasons. For them, the quality of clothing for clothing rental is guaranteed and relatively convenient, matching needs.
Then, since there is a certain market demand for shared clothing, why do most consumers in China accept the sharing of clothing products far less than shared bicycles?
In November 2009, the “Rent the Runway†platform for the American clothing rental e-commerce platform, the originator of “shared clothingâ€, was founded. In the past few years, there have been continuous entry and exit. When this model first came to China, it took a while, but it didn't take long to turn on the low-key mode. Today, the industry's attitude towards sharing clothing tends to remain questionable and anticipating. Because of the status quo, many people are optimistic about the shared clothing model, but are not willing to use it. According to the Yiou experience and summary, the challenge of sharing apparel development mainly comes from the following four points.
First, consumers are more concerned about the health of renting clothes than new clothes. At present, among the many domestic clothing leasing companies, it is still impossible to provide consumers with tracking of the washing process, such as how to wash the recycled clothes. At the same time, it is not possible to provide disinfection reports issued by professional medical and health institutions that are convincing to consumers. The details of these business processes are actually consumers' concerns about participating in clothing rental consumption. The results of the Yiou Design Shared Clothing Survey show that the reason most people are reluctant to try to share clothing is to worry about health issues.
Secondly, there is a certain difference between consumers and enterprises in understanding the depreciation of shared clothing products. The sharing of the economy can only be justified in a society that is sufficiently civilized, because the two sides have an unequal definition of service.
This is especially true in the shared apparel industry. How many times does a piece of clothing have to be shared before it goes offline from the shared platform? It is understood that a domestic leasing platform claims to be 30 times, a piece of clothing that has been washed 30 times and transported at least 60 times will be what kind of state, fearing that it is difficult for someone to make it clear, and the clothing product is due to its own material fabric. Depreciation is obviously different from the user and the environment in which it is used. In addition, the Chinese people will also have the problem of face-to-face thinking that "the person who rents clothes must be unable to afford clothes."
Moreover, whether the efficiency of clothing rental transportation can satisfy consumers. In the shared economic circle, there is a famous electric drill theory. The idea is that I bought a picture and wanted to hang it on the wall, but I need to drill a hole in the wall first. The traditional thinking is that I will buy a drill. However, the frequency of use of electric drills in general households is quite low. Therefore, sharing electric drills seems to be the best choice. However, what I need is that the drill should be as "as needed" as possible, rather than waiting for the next day or longer.
The clothing rental industry is also facing such problems. Consumers get a piece of clothing, both express and courier, and wait until the clothes are sent to the rental platform before placing the order again (except for some of the platforms). At least three or four days are required during this period. That is to say, consumers still need to purchase enough clothes to ensure the daily wear while renting clothes, and using multiple platforms requires frequent consumption decisions.
There is also a common problem in the clothing industry, and the problem of product changes. For clothing leasing companies, either bear the cost of clothing inventory, or choose to associate with clothing manufacturers or sellers. But no matter what, the time for the clothing rental platform to change seasons is much lower than the time when the new stores are on the shelves, and this is not a small decision-making hindrance for the young consumers who are following the trend.
In short, China's garment leasing industry is accompanied by further improvement of various aspects of services, and is in the stage of being from nothing to perfection. However, since the consumption habits of most Chinese consumers are difficult to change in a short period of time, China's garment leasing industry will inevitably face and have many problems, and it is far from reaching the popularity level. The user volume and activity of the platform can be seen. Objectively speaking, whether the clothing leasing model can be bigger and stronger in China in the future does require a certain amount of time to observe.
At the moment, by sharing the bicycles and blowing the wind, I also want to share the umbrellas, shared charging treasures, etc., or don’t be blinded by the sand in the Dongfeng. Wei Zhe, the founding partner and chairman of Jiayu Fund, once said that it is necessary to distinguish between sharing the economy and sharing the economy. The sharing of the economy is that the Internet allows idle resources to be released through the sharing of the economy; the sharing economy needs to invest in new resources, and the Internet only raises assets. Use efficiency. At present, we have not seen any sharing economy that can greatly improve the efficiency of asset use.
The sharing economy is indeed the hottest topic at the moment. It originated from the feelings of Silicon Valley engineers and the concept is timeless. However, sharing the project "thousands of millions", I do not know which is the square dance aunt of the "occupation" square under the banner of sharing?
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