Big Chain Women'S Clothing Chain Has Grown Into 200 Jin Large Code Shop Owner.

Hangzhou, January, 11, "before I thought about it, there was a fat group among a dozen women. This is a huge group.

Moreover, according to some data from developed countries, the weight of the residents is stronger than that of the next generation, which will be a big market in the future.

South Island uncle, co-founder of Taobao's big code women's clothing brand "South Island wind", said that in Hangzhou and Guangzhou, a large size chain of women's clothing has been initially formed, from the design proofing, the professional manufacturer's production, the professional big code model demonstration, to the big code anchor broadcast and the live broadcast, this series of ecological chain has already initially formed.

200 kilograms of super code shop owners become female net red

Li Xiang, 1 meters tall and 66 kilograms in weight, is the owner of "Taobao ideal" in Taobao's big yard women's clothing store, and the only model in the shop.

As a big yard shop, the "Muzi ideal" mainly serves 150 pounds to 200 pounds of fat girls, the smallest is XXL, the largest is 5 XL.

"Big size women's clothes are not the same as before. They used to be very happy if they had clothes to wear, but now they have to be thin. They can't wear a shirt, but they are better looking than the fat people of the same age. They need the popular snake skin and leopard print."

Li Xiang said that the big size clothes made by Taobao are very fashionable now. They are more fashionable than before, and they can buy more clothes.

Because of the advantages of their own conditions, Li Xiang is more aware of the psychology of fat MM, from the design of clothes and the introduction of Taobao shops to the idea of closer to the target customers. Moreover, most of the employees of "Muzi ideal" are more than 150 kilograms of heavyweight employees. "I think our employees are relatively fat, which can give customers a better feeling. Otherwise, you are 100 pounds, how can you understand my sense of 200 pounds?"

When the store had the right to broadcast live, Li Xiang started the live broadcast road.

At present, Li Xiang has an average of more than 30 thousand people watching a live broadcast. Besides her, there are two hosts in the shop. "We are all real fat people, not fat. Live broadcast is not for purely selling clothes, but for interaction, so that customers can feel the truth.

There is also the clothes themselves. Sometimes the pictures are not very clear. They really feel different when they are watching the video.

"Skinny may get all the same, but the fat people are very fat, which makes the return rate of large size women's clothing higher than other women's clothing, because the body is not consistent."

Uncle Nan said, but after broadcast, it can reduce the return rate of three points, which is very satisfactory for us.

"According to our understanding, as long as the women of large yards, more than 90% will do live broadcast."

Several people in charge of big code creation said that the big code people are not confident about themselves, what kind of clothes they buy, and whether they are suitable, but they can visually see the effect of a garment upper body, and find a similar anchor with their own body for reference, which will make the purchase line smooth, which is based on the buyer's thinking.

Nan Nan, who is 1 meters tall and weighed 185 Jin, has been a big model for 5 years or so. He has just acted as a big anchor for three months, because his legs are fat and healthy. Most of the trousers on Taobao's big size are made by Nan Nan, who are called "big yards to play underpants Queen".

Before entering the field of fat mold, Nan Nan has done make-up, customer service, beauty consultant, and later invested, financial and other industries.

"I am the first big yard model in Yiwu and Hangzhou. They didn't have such resources before.

My family was also numb because I was fat enough to make money, because I just used my weight to maintain my current life.

"Because I am a more than 30 year old married pregnant woman, my viewing group is mainly a postpartum fatter mother, and those forty or fifty year old and fifty or sixty year old aunt, they can not buy good clothes will also come to see me."

Nan Nan said, like this fat mother, usually can not find confidence, will come to my studio to find self-confidence, and can buy them in the live room to wear beautiful clothes.

"All along, my aim is to hope that my contribution to you can change all of you to a sense of fat, and want them to be more confident, so that the fat girl should not be so self abased."

Big chain women's clothing chain gradually formed

From the data point of view, the characteristic market of Taobao's big size women's clothing has reached the scale of ten billion, and the most popular selling of knitted fabrics of large size, cotton and big size sweaters is very popular among young, fat and handsome young people such as post-90s and 95.

In September 2018, South Island uncle and "five quarter" partner Harry trio, who were engaged in the business of big size women's clothing business for many years, found several live broadcaster organizations. The three parties jointly established the "big code creation" company, which is committed to integrating the big code industrial ecology, signing up to hatch big code anchor and big code net red, and provide them with a complete supply chain and customized products.

"We have seen that the net red economy is hot now, but there is a lack of people who are well known to define big codes. Moreover, we have Taobao live experience and a very mature production supply chain, which is why we are doing this project."

Several said, the net red flow, but the lack of operation and production capacity, for us, we can make good use of their existing fans foundation, their fans to Taobao, to realize the realization of fans.

In October 2018, Da Ma Wen signed their first red dragon dragon.

"Dragon dragon is the beauty of the red people on the US, the amount of 430 thousand, we gave her the design and production of 8 SKU (product), double 11 online paction 320 thousand, for the only preparation, preheating for a week, there is such a result, so we are very satisfied."

Several said.

This is not the first time that dragons opened a shop in Taobao. When she was in University, she tried to sell goods in Taobao and encountered some setbacks.

"Before I made clothes myself and ran across the factory, but I felt very difficult after I did it, especially when the connection between clothes and factories was very difficult."

Long Long said, "I can't balance myself so much. I need the backstage support to protect the output of products and the production of products, including the entire logistics and operation. This is why I work with the base."

After the operation of Taobao store, dragon dragon is mainly responsible for shooting some short videos about personal wear and daily life on the major platforms, maintaining and expanding fans, putting forward their own ideas and needs on the design draft provided by the base, and making a concise live broadcast at the new stage, leaving the rest to the base.

"To set up a design team and build a production line, we need to invest a lot of money. There is no mature designer in China.

So what we are doing is actually laying the groundwork for the whole big size women's clothing, including the development and design of the style, the supply chain and the production end.

Uncle Sam said that we should train some anchors to train some designers and develop more professional factories, which means that some people in Hangzhou and Guangzhou are building the infrastructure for the whole big size women's clothing.

In the future, we hope to build a big yard ecosystem, he said.

We have conceived a lot about fat MM. They are beautiful scenery. They can make an ecological environment around them, meet their necessities of life, do some beauty, cosmetics, nourishment, and sports, travel and so on. These are very interesting things. It takes us ten years and twenty years to build them.