She said that she has long been unable to distinguish the difference between fashion and life, because she has been dealing with fashion for nearly 20 years of her career. For her, fashion is life. She is Menggu, currently the COO of Koala Overseas.
Just as Miuccia Prada is the soul of Prada, the fashion business of Koala Haigou is also inseparable from a core figure-Meng Gu. For her, the relevant information that can be found outside is very limited. Compared with her low-key and restrained behavior, her professional style is quite different.
Corporate behavior in the Internet era is brand behavior
After working in the industry, with fluent American English and market insights, Meng Gu gradually became famous in the industry from a multinational fashion company Buyer. Unlike most perceptual fashion practitioners, Menggu is a logically rigorous science student. "Although I am a science student, the beauty of this fashion does not distinguish between liberal arts and science, even if everyone uses different means of interpreting beauty."
After learning to take over the koala business, Menggu and the team quickly sorted out future brand planning and business ideas. "If koala wants to provide better products and services for high net worth women in China, the four words'Koala Overseas Purchase' should be a brand in itself. The world is a spiraling process, and economy and fashion are mutually driven. , So we hope that the koala platform will have more first-mover trends."
The fashion industry needs more cultural drive, and needs to deliver differentiated beauty to users. "The Internet is too Shining, and sometimes it makes us overlook the era of brand development that companies should have."
With the awakening of consumer awareness and the development trend of Internet dividends, when the fashion industry explores brand building, the information growth environment and application scenarios have undergone great changes. "The current consumer market is very complicated. Consumers are not only paying for production and styles. What companies need to think about is what should companies do when users pay for corporate brands? Today, when companies explore brands in the Internet environment, they are more Need to transform corporate behavior into a brand behavior."
From leading to understanding, accompany users to explore more interesting concepts
"We hope that koalas will bring the best of the world's goods to consumers, but in addition to products, it is more important to share more cutting-edge and more interesting life concepts with koala users."
"In communicating with koala users, we found that these high-net-worth women have enough self-confidence, they are more determined to live, and care about giving themselves a sense of ritual. They have independent judgment, and they have their own persistent taste and value choices. In fact, the role of koala is not a commander to lead consumers, but a person who understands the user's story, accompanies them to grow together, and explores the interesting and cutting-edge life concepts in the future."
A large part of Koala's users have experience of returning home. "They are very sensitive to certain cutting-edge products. For example, they may synchronize some newly emerging brands or hot words in foreign countries, and they can be quickly on the Koala Haibu App It is reflected; for some trend-oriented new products, the search term growth rate in koala is also much faster than other e-commerce platforms."
"This is a value resonance that belongs to koala and koala users, but we know that what is most likely to resonate is not what to advocate, but what to discard. This is a difficult process."
Menggu believes that Chinese women have begun to make great strides towards the quality of life and sense of ritual. The main categories of these points in koala are home, wine, and body lotion. "The explosive growth of these categories and the large-scale transition of consumer decision-making factors reflect their psychological activities to a certain extent. They are firm in their hearts, have a clear definition of social roles, and have their own taste and A sense of ritual, I think this is the category consensus reached by koalas and our consumers, and it is also the first layer of resonance."
The second layer of resonance, the orientation of Koala Overseas Shopping is content. "We hope to provide consumers with more professional and worry-free content. We have a lot of discussions about PGC and professional content construction. We even hope that professional media can enter the e-commerce field in a simpler way." It seems that the fashion industry and the media industry are very similar, both focusing on future trends. "We are thinking about what tools should be given to professional content providers to enable them to turn their lives into information shared by consumers."
"We hope to move forward with these users, adapt to this way of looking at the world, and at the same time bring them more thinking and trends that conform to these worldviews."
Discover the future because the future must be more interesting
At a time when fashion brands are vying for the first digitalization, koala's market analysis capabilities are undoubtedly a favorable bargaining chip. Koala has accelerated cooperation with the fashion circle this year. "We look forward to more fashion brands and us to build a product portfolio, and we are also willing to use koala's market insight capabilities to help brands create more value."
Compared with traditional shopping platforms, koalas are more like a platform for global high-quality information integration and resource sharing, opening up the unexpected world, and deeply engaging with the ideal life elements. Koala’s unique advantage is described by Meng Gu as the ability to select without being noisy. This is also the ability of koala buyers to dig and discover the latest global products and beautiful trends for users.
Accurate access to the market is also constantly feeding back the fashion buyers of Koala. "Social media discussions are at the forefront of e-commerce buying behavior. For us, it is how to structure and deliver these fragmented perceptual information to our Buyer."
Originated in Europe in the 1960s, fashion buyer as a profession has a history of forty to fifty years abroad, but it is still a relatively new profession in China. With the development of the domestic fashion consumer market and aesthetic upgrades, "fashion buyers" have also become an indispensable and important role in the fashion industry. Backed by Koala's professional insights into high-net-worth fashion users, buyers can bring consumers a more popular fashion aesthetics based on the original fashion touch.
"If you want to succeed, you have to give others a vision, so koalas need to take this as a mission and think about how much new value we can bring to this fashion industry."
"We always look more at what will happen in the future, because the future must be very interesting. We hope to accompany our users, and so many fashionable and confident women, to explore the future world of koalas together."
*This article is from "vogue"
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