Paper代写：Analysis on Taobao’s Clothing Merchandise Return－r51due

下面为大家整理一篇优秀的paper代写范文- Analysis on Taobao’s Clothing Merchandise Return，供大家参考学习，这篇论文讨论了淘宝服装商品退货。淘宝网是中国最受欢迎的网上购物平台之一，采用的是C2C运营模式。虽然为了实现尽可能多的交易和避免商品退货，淘宝网有许多系统规定和设置特征，如服装尺寸说明、商品描述、直接在线交流以及店主和顾客对商店和商品的评价，但依旧有很多购买了商品的客户会申请退货。而服装类的商品，客户退货的原因一般是质量问题。

Taobao has long been regarded as Alibaba group's ace product and service, which is comprised of Taobao.com and TMALL’s com. Taobao.com is one of the most popular Chinese online shopping retail platform with the electronic commerce operating model of C2C. For C2C model, a large number of consumer groups and consumer information are gathered together, but the issues such as counterfeit, shoddy goods and consumer infringement will gradually come out. Also there is no unified standard on logistics and distribution and management for the registered enterprises, and thus the competitiveness of the user experience was weakened. Therefore Alibaba established TMALL’s com taking the operating model of B2C.

The clothing is the most initial merchandise when Taobao started as well as the merchandise type with the highest transaction volume reached every day up till now. However, Taobao’s clothing return rate has consistently maintained high. Especially in recent years, with the higher and higher turnover of clothing merchandise, the return volume has also risen sharply.

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To successfully achieve as many transactions as possible and avoid merchandise return, Taobao has many system regulations and setting characteristics such as clothing size illustration, merchandise description (literature and pictures), direct online exchange and with shopkeepers and customers’ evaluation on the stores and the merchandise.

But there still exist the following drawbacks and disadvantages. Firstly, clothing size illustration is merely a reference provided by clothing producers, which can not satisfy the individual needs and conditions of each consumer. Secondly, because the network is a virtual environment, each consumer can only rely on the subjective text description and pictures to learn the details of clothing, but the consumers have no way to understand the authenticity of the quality of clothing merchandise for ambiguity of the product overview. Thirdly, the credit of the shopkeepers can’t be guaranteed. Fourthly, according to Taobao’s credit evaluation system, Taobao is responsible for supervise and guide the stores’ credit rating to provide the consumers protection from being cheated by the seller while the seller is obliged to provide the consumers with real reliable product information and shop information. But in reality, sellers through the remedial provisions including to actively take the repair, extended warranty and preferential conditions upon consumers’ giving praise and high ratings, so that the consumers whose expectations were not met to write negative feedback would give up the initiative and give high favorable ratings on clothing merchandise. Sellers also employ professional staff to give false praises online to improve the rate of clothing received. So in terms of establishing the access of consumers to know details of clothing merchandise and evaluate the suitability of the clothes for themselves, Taobao can’t overcome their birth defects to be compared with the advantages of offline stores.

Therefore, consumers currently will have many reasons to return the clothing merchandise back including size problem, material problem, style problem, which means the size, the material and the style of clothing are far from the imagination of the consumers before receiving the final clothing merchandise.

For Taobao clothing e-commerce, it is necessary to fill the gap of helping the consumers fully understand their suitability with the clothing merchandise before the purchase.

Innovation Description

There are some considerations about the above research and the business innovation. Firstly, from the above research, the fundamental problem is that although the network provides much convenience for the sellers and the consumers, they still can’t achieve the greatest degree of communication and the consumers are still unable to maximize the understanding of clothing merchandise for the isolated space of the network. Secondly, consumers always make the final decisions deliberately after a long time to return the purchased clothes because returning clothes are always troublesome, inconvenient and unhappy for them. There are many reasons for consumers to choose to return the clothes while the reason of size problem is especially difficult to be accepted, tolerated or adjusted in their minds. Thirdly, according to the research, the best way to solve all the problems is to transform the operating model of C2C/B2C into O2O，which combines the offline business opportunities with the network, changes the network as the forefront of online transactions and shifts the merchandise service, orders, payment and other online business processes and modules to the more high-frequency and life scenes and provides an open access to consumers to try the clothed on before their purchase. However, with so many large or small clothing stores on Taobao.com and TMALL’s com with various kinds of scale, O2O operating model is too difficult to be implemented and O2O is not appropriate for the unique characteristics of Taobao.

So what innovation we can currently focus on is the 3D fitting system design and implementation. The network 3D simulation will be applied into 3D fitting system for the clothing e-commerce. Consumers will only need to initially take use of the computer's own camera to take pictures of the their whole bodies before the purchase, 3D fitting system will automatically measure the measurements and collect the figure shape data to form the 3D data model and naturally cover the clothing 3D image on the human body model, developing the overall effect image and presenting it before the eyes of consumers. So that the 3D fitting system is deemed as a perfect solution to the contradiction between no clothing try online and being too lazy to try on offline for the consumers to achieve the real lazy shopping , once and for all.

3D fitting system uses advanced computational mechanics technology to accurately calculate the deformation of the clothes on the human bodies and restore the effect of the clothes tried on human bodies. It is a virtual fitting system realizes the dream that consumers can try different clothes on with different numbers and different styles to help the consumers better purchase and enjoy shopping experience. In practical, the whole process of designing and using 3D fitting system is fairly complex and difficult. First of all, we must use three-dimensional virtual reality technology to make the fabric three-dimensional to achieve the integration of the three-dimensional clothing, but the fabric is different from the common solid body and is easy to deform. Secondly, building a three-dimensional human model is certainly equipped with human adjustment function. The human body adjustment includes the overall human movement adjustment in addition to the adjustment of the circumference of various human body parts. Thirdly, the trying on of three-dimensional garment is the most difficult problem of 3D virtual reality technology because the 3D fitting system can only help the consumers achieve the purpose of fitting based on the natural deformation according to the constraints of body shape, three-dimensional clothing materials and other conditions to determine the degree of beauty and comfort. And what the consumers have long expected is the 3D fitting system is able to try the clothes on not only in terms of size, but also in terms of style, version type, fabric, fashion sense and the all-round fitting perception.

There are definitely realization conditions (technologies) for achieving the 3Dfitting system. The first is 3D modeling technology, which is difficult and whose visual effect and technical possibility depend on the theoretical breakthrough and innovation. The breakthrough of computational mechanics theory has brought a revolution to the online fitting. The body fitting takes use of computational mechanics and finite element theory, breaking the difficulties of 3D modeling to meet the two core needs of online fitting of building the body consistent with the consumers and accurately and intuitively reflecting the effect of different styles and sizes of clothing on the consumers. And hence the consumers can ultimately stride across the gap of asymmetric information between themselves and the sellers and truly understand the clothes they will purchase. Augmented Reality Technology (AR) is a new technology developed on the basis of virtual reality, and it is a technology to increase people's perception of the real world through the information provided by the computer system. It realizes the real world enhancement by superimposing computer-generated virtual objects or non-geometric information about real objects on real-world scenes. And Motion Sensing Technology allows people to interact directly with their content and surrounding devices without the use of complex control devices.

Simple Business Plan

This part is about a simple business plan of building and developing Taobao’s 3D fitting system.

I Development Needs and Necessity

People are no longer satisfied with the simple text presentation and picture display and are eager for the interaction of clothing merchandise, requiring a higher demand on the authenticity of their suitability with the clothes. The fact that consumers do are equipped with this kind of need is a strong reason for the usefulness and practicability of 3D fitting business. And in terms of the prospect of the business, more and more future young consumers( the major clothing consumer groups) characterized by laziness of having no tendency of go outside to shopping are going to appreciate and rely on the mature-technology 3D fitting system, which may bring considerable profits.

II Network of All Related Main Parts

It is impossible to achieve Taobao’s 3D fitting business alone. The business network collects and passes the information and resources of different related main parts within the business to form a horizontal or vertical form of business integration (Coviello & Joseph, 2012, p.91).

1. Technology Providers

3D fitting system has very high technical threshold, therefore the technology providers hold the absolute initiative and negotiation tight to guarantee their largest interest. But all the technology providers are among a fierce market competition unless one technology provider commands the most mature technology exceeding much their competitors (Chen & Tan, 2009, p.1088).

2. Taobao

the technology purchase fee and operating cost will be afforded by the platform, Taobao itself other than by the shopkeepers (several sellers) if Taobao aims to keep itself as the standard, high-end and the domestically leading e-commerce platform.

3. Shopkeepers (Sellers)

Taking the form of establishing unified 3D fitting system for all shopkeepers (sellers) is unpractical because the online shops on Taobao are of different scales and characteristics. So the implementation shall be the shops joining-in form, through the membership system for the sellers to facilitate and make the business more universal, the gradually added sellers will strengthen the business so that the cost of technology will be relatively lower, and the corresponding sales and profits of the joined-in sellers will increase.

4. Clothing Producers

3D fitting business is a technology revolution for the online selling of clothing producer enterprises, and the enterprises shall seize the opportunity to interact with consumers, occupy the superior resources, transform from follow the brand in the past to moving close to being the fashionable brand and the forward-looking brand. With the opening up of the interaction between the clothing brands and the consumers initiated by three-dimensional fitting clothing platform, the clothing producers shall strive to become the fashion traction.

III Further Plans

1. Regulations

The first is industry integrity standards. The shopkeepers may not provide the clothes to be input into the 3D fitting system to prevent piracy. Therefore the laws and regulations shall be issued to guarantee enterprise business secrets keeping and health cooperation promotion (Antonella & Ivan, 2014, p.443). With the effect of word-of-mouth and other marketing strategies, 3D fitting system will cover more and more shopkeepers (sellers), forming a virtuous circle of mutually beneficial win-win situation. Also it shall be legally instituted that the database of the sizes, preferences and body shape characteristics of each consumer shall be protected to guarantee the privacy and security.

2. In-depth Market Segmentation

It is suggested that the data of virtual simulation models and clothing of males, children and pregnant women shall be increased while better understand the needs and characteristics of other potential customers.

3. Improved Technical Content

It is suggested that true meaning of the "3D" shall be achieved, to quantify the nuances and reduce the difference between virtual models and real human bodies as much as possible.

References

Chen, W, & Tan, J. (2009). Understanding transnational entrepreneurship through a network lens: theoretical and methodological considerations. Entrepreneurship Theory and Practice, 33(5), 1079-1091.

Coviello, N.E, & Joseph, R.M. (2012). Creating major innovations with customers: insights from small and young technology firms. Journal of Marketing, 76(6), 87-104.

Antonella, L.R, & Ivan, S. (2014). Relating in business networks: Innovation in practice. Industrial Marketing Management, 43(3), 441-447.

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