Why Is Big Size Clothing Not A "Market Segment"?

Will be more and more subdivision has become the consensus of the industry.

There are many ways of subdividing, for example, there are 00 post electricity providers "magic department stores" according to age, and there are also subdivision of products to sell only "small black dress".

And the reporter recently talked about the "big code beauty", like the name, only to do a subdivision of the large size clothing market.

When we introduced the US Gwynnie Bee, we mentioned that there are several reasons for the big size clothing market.

This is a neglected market.

The traditional fashion trend has always been friendly to those tall women. Customers who need large size clothing have been left behind in the underserved for a long time. The 75% group of women needs more than 10 sizes in the United States; market research shows that women float in different sizes of clothing, such as you usually wear size 10, and it is likely that the next stage will become 16. Even the subtle size difference, the fitting experience will be frustrating.

When a highly fragmented vertical market, which has long been not well served, has real needs and needs to be improved, and has a large user population, the market will undoubtedly have great potential.

Taking foreign markets for example, Gwynnie Bee began its monthly subscription increase of 20% in 2013 when it began to make subscription apparel for large size costumes.

By the end of 2014, they had already surpassed the Macy's clothing store, which became the first choice of users.

The reason why the "big code beauty dress" chooses to test the water in the country is also similar to that of Gwynnie Bee.

"At present, the demand of large numbers of people in various aspects such as wearing and slimming has not been fully met.

As for clothing, we conducted a survey. In Tmall clothing category about 2000000 of SKU, only 3-5 ten thousand million are women's large size costumes.

Founder Kong Min told krypton 36.

And offline conditions are even more serious than online.

Big code dress

Its base is not big, because it can only cover the 3~5 group of users around the geographical limit. At the same time, the chain brand is less, and the clothing design is also biased towards the middle aged and elderly.

Kong Min said, in this case, young fat girls still like to buy clothes from the Internet, one is convenient for drawing, the other is two more styles.

"Big code" has made a more concrete definition of "big code".

What they call the "big girl" mainly refers to those girls with BMI (body mass index) greater than 25 and chest circumference exceeding 96.

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In view of this part of the female group, it is not easy to imagine that it is necessary to provide appropriate services.

Kong Min told 36 krypton that "fat" is actually a physical feature, and there is a big difference in the group covered by this surface feature.

People who look fat on the surface of the body are from first tier cities to three tier cities.

Although they are accustomed to buying online, they have different understanding of consumption habits, brand awareness and taste orientation.

Therefore, it needs to be satisfied in a more personalized way.

This is also a big difference between the "big yards" and "beautiful", such as mogujie.com, and so on.

The beauty of mogujie.com and the 20s young women of ordinary size are similar in body standard and preference. Meanwhile, the supply side of the supply chain is relatively centralized, so the platform does not need to be too deep at the end of the goods.

For the "big code", because the target group is differentiated internally, they need to provide more categories and wider SKU on the platform to meet the differentiated shopping needs among target users.

Therefore, the big yards are more like Taobao in a vertical market.

It can be seen that the big code clothing is different from people's traditional knowledge segmentation market: they have caught a specific crowd, but have not grasped too many specific needs, so they can only make a bigger platform.

At present, the "big code beauty clothing" adopts the way of merchants to enter, and has already settled in hundreds of merchants.

In the future, for the category of super large code (bust 120, body weight 180) and other less supply, they may jointly produce business.

On the recommendation of personality, the platform is just in the stage of launch. It is mainly recommended by size recommendation. According to the size of different parts of the human body and the matching of different styles of clothes, users can choose their own clothes.

As the first batch to enter the big yard

Internet Co's "big yards" is not perfect in terms of products.

For example, it seems that products do not well reflect the characteristics of "big code": I find that many of the models used on the platform are still slim girls.

"Product operation and packaging are mainly done by businesses themselves, but only a few businesses can find suitable large size models.

After that, maybe we will build our own KOL (similar to Amoy girl) to help businesses do business and product packaging, "says Kong Kong.

In addition, Kong Min found that there was a "weak social relationship" between obese girls.

For example, a lot of fat MM concentrate on a QQ group to exchange their dressing experience and share which stockings are more flexible.

Therefore.

In the future, "big yards" may consider taking the social relationship as a community.

On the data, "big code beautiful clothing" was launched on December last year, the activation of the platform has 4 million users up and down, the daily life is between 10~20 million, the commodity price is about 150~200 yuan, and the team is 80 people.

Future categories may extend to beauty, fitness and other fields.