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Proprietary 3D System Set to Boost Clothing E-commerce Experience

Mallgo virtual changing room seen as a boon to both mainland online and offline clothing purchasers.

Photo: Mallgo: Can the virtual changing room change the industry?
Mallgo: Can the virtual changing room change the industry?
Photo: Mallgo: Can the virtual changing room change the industry?
Mallgo: Can the virtual changing room change the industry?

Among the many exhibits at the fifth China International Sandy Beach and Swimsuit Culture Expo, one company managed to achieve true standout. The company in question was Mallgo (www.3d414.com), with its patented 3D technology proving a major draw at the event.

Mallgo is an O2O e-commerce platform run and managed by Shanghai Quda Network Technology (Quda), owner of the innovative 3D technology behind the project. The company now hopes to extend its proprietary brand of virtual 3D functions to online malls and smartphones, as well as to a range of dedicated Mallgo terminals. To this end, Quda features both domestic and imported brands on its portal, with the aim establishing a new O2O and B2C platform that combines the experience of entertainment and e-commerce.

The company sees the launch of the site as a timely one, with many vendors in the clothing industry currently looking at ways to develop their online sales channels. Typically, though, many such vendors find themselves struggling to master the finer points of online shopping, requiring a degree of innovation and know-how in order to take their businesses to the next level. Quda sees the emergence of Mallgo as a key way of closing this gap.

One of the primary innovations on the new site is its 3D clothes-fitting function, acting as a "magic mirror" to allow customer to virtually try on outfits online. The technology also saves offline users time and effort when it comes to ensuring that clothes fit, while online users can buy with confidence, knowing that the measurements of their order are accurate.

The innovative nature of Quda's system has already been widely recognized. Back in 2014, the company took the Annual Innovative Brand Award at the China Business Leaders and Media Leaders' Annual Conference. The award was in recognition of the company's long history of technical innovation.

Overall, Quda believes that virtual technologies will play a key role in purchase decisions in the future. This will be complemented by the growing uptake in mobile payment systems, with many smartphones able to link directly to experiential sites such as Mallgo.

It is hoped that the adoption of this technology will prove a boost to the mainland fashion industry. Indeed, some see such innovation as vital as China looks to move up the value chain, from simply being a manufacturer of clothing to becoming a significant design hub.

The fifth China International Sandy Beach and Swimsuit Culture Expo took place in Liaoning in late August.

Kelly Wang, Dalian Office

Content provided by Picture: HKTDC Research
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