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时尚品牌采用数字技术来应对流行病的影响

2020-3-25 15:15

A model helps promote fashion sales via livestreaming at a shop in Zhuzhou, Hunan province. [Photo/Xinhua]

 

As the fashion sector reels from the novel coronavirus outbreak, there has been at least one silver lining to the crisis: the fast-forwarding of the industry's digital push.

 

The latest instance of companies jumping on the digital bandwagon was the launch of the digital Shanghai Fashion Week on Tuesday, with technologies ranging from livestreaming to augmented reality saving the gala from a temporary blackout.

 

Organizers of the event, which has grown in reputation over the years, are hopeful that the tie-in with the country's top internet powerhouses will not only rescue but even help rewrite the global catwalk playbook.

 

All showcases of the autumn-winter 2020 edition will be broadcast till Monday via Tmall, the e-commerce platform run by Alibaba Group Holding Ltd, featuring 150 big-name international brands like Diane von Furstenberg as well as emerging local ones.

 

"On the one hand, the online launch helps businesses resume operations and lend designers a hand in sales. On the other hand, it rhymes with the technological trend and helps companies explore and adapt to consumers' new shopping habits," said Lyu Xiaolei, vice secretary-general of the Shanghai Fashion Week's Organizing Committee, during a news conference.

 

Apart from the streamed sessions available to spectators around the world, the event will introduce a "See Now Buy Now" functionality, meaning viewers get to pre-order new looks from the collection in real time via their smartphones and wait for the parcel to be delivered.

 

The partnership is set to bring alive a full-chain solution for fashion designers and garment retailers, including a suite of solutions to personalize virtual storefronts, engage with customers through multimedia content, and conduct livestreaming on a more daily basis.

 

"The so-called 'cloud-launch' is definitely going to shake up the traditional launch event," said Hu Weixiong, head of fashion, luxury and fast-moving consumer goods at Tmall. "It tears down the physical limitations of time and geography for brands to engage with consumers."

 

Businesses are flocking to embrace the new format, with some choosing to unveil new products in the online realm. Commercial property operator Xintiandi is gearing up to premier its official virtual store "Xintiandi Pop Up" on Tmall, giving nearly 100 designer brands a digital makeover.

 

"The epidemic has expedited our digital deployment, pushing us to embrace the consumption revolution brought by e-commerce," said Zhang Bin, executive director at China Xintiandi as well as its owner Shui On Land, in a written statement to China Daily.

 

With the introduction of a cloud-based broadcast service powered by 5G technologies, Xintiandi hopes the cooperation "will provide creativity support and services to our tenants and China's original design forces", Zhang said.

 

Livestreaming has become the latest darling of traditional brick-and-mortar stores to keep visitors on the hook as the outbreak has largely minimized offline social interactions. Shanghai's Century Link, among the city's top three shopping malls by traffic volume, has adopted both livestreaming and short videos to retain customer attention.

 

From the end of February to mid-March, the company has introduced at least three major livestreaming sessions, inviting online influencers to endorse products and services available at the mall, said Huang Wenhui, Century Link's marketing director.

 

"It's definitely going to be a long-term strategy as livestreaming enables a successful online-to-offline loop. It doubles as a sales channel and, perhaps even more importantly, a showcase opportunity," said Huang, adding livestreaming clips will be re-edited and uploaded onto Douyin, a popular short video app.

 

在湖南株洲的一家商店里,一名模特通过直播帮助促进时尚销售。【图片/新华社】


随着新型冠状病毒的爆发,时尚界也受到了影响,但至少还有一线希望:该行业推动数字营销的快速发展。


各家公司纷纷加入这股数字潮流的最新例证是,周二开幕的上海数字时装周(digital Shanghai Fashion Week),从直播到增强现实(augmented reality)技术的应用,使这场盛会免于暂时中断。


该活动的组织者希望,与中国顶级互联网巨头的合作不仅能拯救、甚至有助于改写全球t台走秀的剧本。


2020年秋冬版的所有展映将通过阿里巴巴集团(Alibaba Group Holding Ltd .)旗下的电子商务平台天猫(Tmall)播出,直到周一结束。天猫上既有黛安•冯芙丝汀宝(Diane von Furstenberg)等150个国际大牌,也有新兴的本土品牌。


“一方面,在线发布帮助企业恢复运营,帮助设计师提高销售。另一方面,它与技术趋势相呼应,帮助企业探索和适应消费者的新购物习惯,”上海时装周组委会副秘书长吕小雷在新闻发布会上说。


除了向世界各地的观众提供流媒体服务外,该活动还将引入“现在就看,现在就买”的功能,这意味着观众可以通过智能手机实时预订该系列的新造型,并等待包裹送达。


此次合作将为时尚设计师和服装零售商带来全产业链的解决方案,包括个性化虚拟店面的一整套解决方案,通过多媒体内容与客户进行互动,并在更日常的基础上进行直播。


天猫时尚、奢侈品和快速消费品主管胡伟雄表示:“所谓的‘云发布’肯定会撼动传统的发布活动。”“它打破了品牌与消费者互动的时间和地域的物理限制。”


企业正纷纷接受这种新模式,一些企业选择在网络领域推出新产品。商业地产运营商新天地(Xintiandi)正准备在天猫(Tmall)上开设其官方虚拟商店“新天地弹出来”(“Xintiandi Pop up”),让近100个设计师品牌进行数字化改造。


“这种流行病加快了我们的数字化部署,推动我们拥抱电子商务带来的消费革命,”中国新天地执行董事、其所有者瑞安地产(Shui On Land)的张斌在给《中国日报》(China Daily)的一份书面声明中表示。


张表示,随着基于云技术的广播服务5G技术的引入,新天地希望合作“将为租户和中国原创设计力量提供创意支持和服务”。


由于疫情爆发导致线下社交活动大大减少,直播已成为传统实体店吸引游客的最新手段。以客流量衡量,上海的世纪汇(Century Link)是上海前三大购物中心之一,该公司采用了直播和短视频两种方式来吸引顾客的注意力。


世纪林克市场总监黄文辉表示,从2月底到3月中旬,该公司已经推出了至少三场大型直播活动,邀请网络上有影响力的人来为商城提供的产品和服务做宣传。


“这绝对是一个长期的战略,因为直播可以实现一个成功的线上到线下的循环。它既是一个销售渠道,或许更重要的是一个展示机会。”他补充说,直播视频将被重新编辑并上传到流行的短视频应用抖音上。

 

原作者: He Wei 来自: china daily