Large size women's ecological chain gradually become 200 kg extra large code shopkeeper into female net red

Hangzhou, January 11th, "I had probably counted before, and one of a dozen women was fat. This is a huge group. And according to some data from developed countries, the weight of the generation is stronger than the first generation. This will be a big market in the future.” Uncle Nandao, co-founder of Taobao's large-size women's brand “South Island Wind”, said that in Hangzhou and Guangzhou, the large-scale women's ecological chain has been initially formed, from design proofing and professional manufacturers. Production, professional large-size model display, to the big code anchor incubation live broadcast, this series of ecological chain has taken shape.

200 kg extra large shop owner into a female net red

Li Xiang, who is 1.66 meters tall and weighs 200 pounds, is the owner of Taobao's large-size women's clothing store “Muzi Ideal” and the only model in the store. As a large-scale shop, "Muzi Ideal" mainly serves fat girls from 150 kg to 200 kg, the smallest is XXL, and the maximum is 5 XL.

"Large-size women's dresses are different from before. They used to have clothes to wear, but now they are slim, if they can't hit the shirt, they should look better than the fat people of the same age, and they must have the popular snake skin. Leopard." Li Xiang said that the large-size clothing made on Taobao is very foreign, more fashionable than before, and there are more clothes to buy.

Because of his own conditional advantages, Li wants to be more aware of the fat MM's psychology. From the design of clothes and the introduction of Taobao stores, they are closer to the target customers' ideas. Moreover, most of the employees of "Muzi Ideal" are heavyweight employees of 150 kg or more. "I feel that our employees are relatively fat, and they can give customers a better feeling. Otherwise, you are 100 pounds. How can you understand my 200 pounds?"

When the store had the right to broadcast live, Li Xiang began the live broadcast. At present, Li wants to have an average of more than 30,000 people watching a live broadcast. In addition to her, there are two anchors in the store. "We are all really fat people, not fat, and live broadcast is not for simply selling clothes. It is for interaction, let the customer feel the authenticity. There is the clothes themselves, sometimes the pictures are not very clear, and the feeling of actually wearing the video is different."

"Skinny people may be thin and uniform, but fat people are different in fat, which makes the return rate of large-size women's clothing higher than other women's wear, because the body shape does not match." Uncle Nandao said, but after the live broadcast, it can probably be reduced The return rate of three points, which is very satisfactory to us.

"According to our understanding, as long as it is a large-size women's business, more than 90% will do live broadcasts." A few people in charge of the large size Wenchuang said that large-scale people will not be confident in themselves, what kind of clothes to buy, is appropriate? I'm not sure, but through live broadcast, I can visually see the effect of a shirt on the upper body. Finding a reference similar to my body shape will make the purchase behavior smoother. This is based on the buyer's thinking.

Nan Nan, who is 1 meter 72 and weighs 185 pounds, has been doing a large size model for about 5 years. He has just been a big code anchor for three months, because the legs are fat and healthy, and the large size leggings on Taobao. Most of them were filmed by Nan Nan, and the people in Jianghu called it "the queen of big size leggings."

Before entering the fat model field, Nan Nan worked as a make-up, customer service, beauty consultant, and later worked in investment, finance and other industries. "I am the first big-size model in Yiwu and Hangzhou. They didn't have such resources before. The family was numb for me to make money because of fat, because I used fat to maintain my current life."

"Because I am married and pregnant women in my 30s, my watchers are mainly mothers who are getting fat after childbirth, and the old aunts who are 40 or 50, 50 or 60 years old, they will come if they can’t buy good clothes. Look at me." Nan Nan said, like this fat mother, usually can not find confidence, will come to my live room to find confidence, and can buy them in the live room wearing beautiful clothes. "All along, my aim is to hope that my contribution to everyone, can change a sense of all of you to fat, just want to make them more confident, so that fat girls do not feel so inferior."

Large size women's ecological chain is gradually becoming

From the data point of view, Taobao large size women's clothing market has reached a scale of 10 billion, with large size down jacket, cotton clothing, large size sweater knitting is the best-selling, quite popular after 90, 95 and other young micro-beauty lovers.

In September 2018, the head of the "South Island Wind" store, which was engaged in the large-size women's clothing business for many years, the uncle of the South Island and the partner of the "Five Seasons", Harige, found several organizations that did live broadcasts. The three parties jointly established the "Large Code". Chuang" company, is committed to integrating the ecosystem of large-code industry, signing up to hatch large-code anchors, large-code network red, to provide them with a complete supply chain and customized products.

"Before we saw that the current red economy is hot, but there is a lack of people who are familiar with it to define large size, and we have Taobao live experience and a very mature production supply chain, which is why we do this project." One said that Net Red has traffic, but lacks the ability to operate and manufacture. For us, we can make good use of their existing fan base, and put their fans to Taobao to realize the realization of fans.

In October 2018, Dafa Wenchuang signed their first red dragon. "Dragon is a red man in the United States. The number of fans is 430,000. At that time, we designed and produced 8 SKUs (products) for her. The double 11 was sold on the same day, 320,000. For the preparation and warming up for a week, With such achievements, we are very satisfied." Several said.

This is not the first time Longlong has opened an online store in Taobao. When she was in college, she tried to sell goods in Taobao and encountered some setbacks.

"Before I also made clothes myself and ran across the factory, but after doing it, I felt that it was very difficult, especially when the connection between the clothes and the factory was very difficult." Long Long said, I can't take care of so much, I need The back-end guarantee here guarantees the output of the products and the production of the products, including the whole logistics and operation. This is also the reason why I cooperate with the base.

After the operation of the Taobao store, Longlong is mainly responsible for shooting short videos about personal wear and daily life, releasing and maintaining and expanding fans on various platforms, presenting their own ideas and needs on the design drawings provided by the base, and when they are new. Do a concise live broadcast, and the rest is handed over to the base.

“To set up a design team and build a production line requires a lot of money. There is no mature large-size women's designer in China. So what we are doing is actually paving the way for the whole large-size women's clothing, including the development and design of the style, the supply chain. As well as the production side, this is not the case before.” Uncle Nandao said that we cultivate some anchors, train some designers to come out and cultivate more professional factories, which means that some people in Hangzhou and Guangzhou are working for the whole large size women. Building infrastructure.

Harry said that in the future, we hope to create a large-scale ecology. We have conceived a lot about the fat MM. They are very beautiful scenery. They can make an ecology around them, satisfy their needs of food, clothing, food and shelter, do some beauty, cosmetics, nutrition, sports, travel, etc. It is a very interesting thing, we need to spend ten or twenty years to build.