LAL Tells You Where The Clothing Market Is.

　　 Life After Life LAL, a brand of online fashion, founded in 2011, Jin Qu, the brand leader, said that LAL is like a trend version of H&M. At first, it was only sold on Yoho! Platform. Now it is also integrated into Tmall and other comprehensive platforms, with annual sales exceeding 20 million in 2013.

"Between 2009 and 2010, China's clothing Great changes have taken place in the market, and many fast fashion brands abroad are pouring into the Chinese market. This part of the brand's commodity price is cheap, and it is in line with the current trend, and has international fashion elements. Jin Qu believes that domestic brands at that time were expensive or cheap.

"At that time, we thought there was a market gap in China's garment industry, and there would be a great demand for cheap and fashionable clothing. And we know more about Chinese consumer demand than ZARA, UNIQLO and other international brands. At the beginning of the establishment of LAL, we also specially sent people to understand the market in Japan and Europe. There are at least five brands in every country's market which are popular among the students.

"The advantage of LAL lies in its understanding of the trend market. It can integrate the international trend with the domestic fashion industry very well. LAL also uses Yoho media platform's media resources to ensure a certain degree of awareness and popularity. Jin Qu believes that LAL should also learn from the older generation of the clothing industry for many years in the supply chain.

As the trend version of HM, LAL is more sensitive to the trend. So we chose the fashion trend platform Yoho as the sales platform and the target of further cooperation. In the future, LAL will choose to develop more channels and platforms. In the future, LAL may develop franchisees under the same line.

But in Tmall and other channels, LAL has chosen to publish some more basic clothing styles, while the products sold on Yoho! Platform are more eye-catching and fashionable.

About online Clothing market Jin Qu believes that in the first tier cities, UNIQLO, ZARA, H&M and other international brands will further erode China's clothing market. If the traditional clothing brands in China do not transform, they will be squeezed in the future. While online apparel brands are mainly developed on platforms such as Tmall and Taobao, although the selling mode is still the mainstream, some brands that emphasize originality and style have emerged.