mei one innovatively provides "redundant services": the clothing track solves the problem of return rate
2024-09-03
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camping, river tracing, mountain biking, city marathons... with the further innovation and integration of outdoor sports and cooling methods, the summer outdoor sports craze has continued to heat up in recent years, and has also set off a strong "outdoor sports fashion trend".
data from china's apparel industry shows that the outdoor sports consumer market is experiencing rapid growth, and is expected to increase from 1.5 trillion yuan in 2022 to 2.8 trillion yuan in 2025.
as consumption in the apparel sector continues to hit new highs, the rising return rate of women's clothing has become a shadow hanging over the industry.
in response to this, mei one, a leading live streaming e-commerce company, innovatively provides "redundant services" and takes the lead in setting up a full-time "clothing stylist" position, with a dedicated person responsible for the diverse matching of clothing items. combined with the multi-style displays in the live streaming room, this provides consumers with effective decision-making references and solves the problem of high return rates for women's clothing on e-commerce platforms.
summer outdoor sports boom leads to new highs in apparel consumption
the continued rise in the popularity of outdoor sports in summer has brought about a significant increase in the consumption market for related clothing categories. data shows that in the past 30 days, sales of jackets reached 1.05 billion yuan, a month-on-month increase of 56%; sales of running shoes reached 1.7 billion yuan, a month-on-month increase of 18%.
according to statistics, li jiaqi's live broadcast room has held three special outdoor-themed live broadcasts since this summer, meeting users' high demand for sports and outdoor-related products in a timely manner. as of july this year, sports and outdoor apparel categories in li jiaqi's live broadcast room accounted for 22.7% of the overall gmv of the fashion category, showing an upward trend compared with the same period last year.
caption: li jiaqi's live broadcast room explaining outdoor items and models showing off their outfits. provided by the interviewee (the same below)
in this regard, the head of the fashion division of mei one believes that, currently, outdoor clothing is developing in the direction of a casual style, which can not only meet consumers' demand for niche outdoor sports wear, but also blur the boundary between sports and fashion, and meet the need of "one piece of clothing for multiple wears" in multiple scenarios, which is very consistent with the trend of consumers focusing on high cost performance.
at the same time, sportswear consumption data also showed a high growth trend. according to statistics, from january to july this year, the sales performance of sportswear in li jiaqi's live broadcast room was also higher than the same period last year. in this regard, the relevant person in charge of li jiaqi's live broadcast room believes that in fact, not only this summer, as early as the beginning of last year, more and more consumers began to pay attention to self-care and reshape the trend of healthy life, and the demand for shoes and clothes for sports scenes also rose accordingly. summer events accelerated the stimulation of sports consumption demand.
picture caption: li jiaqi's live broadcast room special on outdoor sports
live e-commerce solves the problem of women's clothing return rate
however, it is worth noting that although sports and outdoor products are the top sellers in the e-commerce apparel market, the high return rate of women's clothing has indeed become a common "dilemma" in the industry. according to multiple media reports, during this year's 6.18 promotion, the return rate of women's clothing e-commerce has risen from 10% to 30% in previous years to 60% to 80% or even higher.
since the beginning of this year, many leading e-commerce women's clothing stores have closed down to clear out their inventory. for this reason, from platforms to channels, everyone is trying to figure out how to get out of the "women's clothing return rate dilemma."
mei one provides a complete set of "problem-solving ideas": on the one hand, it strictly selects products to help users ensure the "quality control" of clothing; on the other hand, it innovatively provides "redundant services" to match a single item of clothing with 3-5 styles, and through the live broadcast room's models with different styles and body shapes, it provides a more intuitive and realistic visual presentation, providing consumers with an effective reference for decision-making.
caption: li jiaqi explains fashion items and shows off his outfits in his live broadcast room
"for example, a tennis skirt is a very basic item. originally, people might only wear it for sports. but through the professional matching of clothing stylists, we provide consumers with more diverse ideas. this item can be matched with both a sporty style and a preppy style." the person in charge of the fashion division of mei one introduced that the company has innovatively established the full-time position of "clothing stylist", which is responsible for matching a single item with a style that is suitable for multiple scenarios to meet the dressing needs of the large number of customers in the live broadcast room.
it is understood that most of the clothing stylists of mei one come from the positions of displayers or designers of offline brands, and have accumulated rich work experience in major leading men's and women's clothing and brand collection stores. "although i have been in this industry for many years, working on clothing matching at mei one still makes me feel fresh and challenging at the same time," said wen zhang, a clothing stylist in li jiaqi's live broadcast room.
having worked in the clothing display and matching industry for more than ten years, the article found that li jiaqi's live broadcast room has a huge customer base and a wide geographical distribution. therefore, the style of clothing matching should be based on daily wear, but also higher than daily wear, combining comfort and fashion, and taking into account quality and aesthetics.
caption: models in li jiaqi's live broadcast room show off fashion items and styles
"we hope to solve everyone's dressing problems and reduce the frequency of returns due to poor dressing skills. in addition, we also hope to present and convey more diverse aesthetic concepts." said the head of the fashion division of mei one. at the same time, the live broadcast room of mei one will also be equipped with clothing display models of different body shapes to provide users with more practical references for purchasing clothing products.
xinmin evening news reporter jin zhigang
