Jingdong Will Fight For Tmall

Following the online "Youth" shopping guide channel and flash buying "red" channel, Jingdong continues to layout the fashion field. Jingdong yesterday reached a cooperation with hundreds of spring and summer fashions, including nine posture, Gloria, Zhou Dafu, Jeep, GXG, Adam and so on.

The Jingdong also announced a deep strategic cooperation with 11 high-end brands, including nine hee, Samsonite, Ferre, ENZO, EVISU, JEFEN, Clarks, UGG, Adidas, Disney, and Lufu jewelry, and the 11 brands will all enter Jingdong open platform at the beginning of the year.

Jingdong open platform clothing Liu Hong, general manager of the Department, pointed out that in 2014, Jingdong's open platform apparel division adjusted the strategic layout of fashion, and reached a comprehensive and deep strategic cooperation with international and domestic high-end brands with excellent quality.

Jingdong POP open platform has clearly classified clothing as the key direction of 2014. This means that Jingdong will further dilute the traditional 3C imprint and go deeper into Tmall hinterland, and the competition with Tmall will be more obvious.

Desalination Jingdong only sells 3C imprints

In the past long time, Jingdong were enriching the category and creating the whole category platform. In 2014, the situation of Jingdong was more obvious.

Jingdong vice president and head of the open platform, Ying Chun Chun, told Tencent technology that there are now 3 000 businesses operating on the Jingdong platform, including many garments. shoes Hat business, Jingdong wants to let the outside world know that Jingdong POP platform has more and more brands, many non 3C brands are willing to build brand image on Jingdong platform. Jingdong is also changing, softening the image of 3C.

Ying Ying Chun said that the proportion of male and female Jingdong users is 1:1. Many male users are no longer looking at 3C, but also buying diapers, powdered milk, buying food for their families and buying for themselves. clothes 。 Female users have stronger spending power on the Internet. Jingdong has attracted female users through on-line cosmetics, clothing and baby supplies. Many of the Jingdong's expansion is catering to structural adjustment.

Jingdong POP platform expansion clothing category will also provide more cash flow for Jingdong. Investment information shows that the Jingdong POP platform has a 8% spike in clothing business, even if merchants use Jingdong warehouse service, which means that the more clothing sold on the POP platform, the higher the profit that Jingdong can get from POP. But Jingdong's deduction is 5% higher than that of Tmall.

Liu Hong said that Jingdong has never won by quantity, but has won by quality. Moreover, the biggest cost of business is not the deduction but the advertising cost. Jingdong will choose high-quality businesses to enter and provide quality lots. Therefore, it is reasonable to charge higher prices.

An electric business person disclosed to Tencent technology that in the past Jingdong's open platform sales were mainly 3C sales, and clothing sales accounted for a small proportion. Tmall is mainly clothing. Shoes and Hats Sales accounted for more than 50% of the annual sales, Jingdong vigorously develop clothing category, will inevitably trigger a conflict with Tmall, the two sides in the 11 and other large sales promotion period there will be more clashes.

This time, many merchants who have settled in Jingdong platform have already opened shop in Tmall. Due to the large proportion of sales in Tmall, in the past Jingdong Tmall double 11 two election period, in Jingdong platform "reverse" often comes from Clothing shoes and hats Businesses. {page_break}

Ying Ying Chun did not want to answer this question. She said she needed to see what had happened in the world, but the biggest enemy was always herself. Liu Hong stressed that Tmall consumers and Jingdong consumers are not exactly the same consumers, and there is no direct competition. Like a department store, even if you have the same brand, the product structure may not be the same.

Push and buy emphasis and main brand distinction

A few days ago, Jingdong launched a brand sale channel, Jingdong flash buying "red". The "red" navigation has exclusive entries on the homepage, and uses an independent two level domain name to belong to Jingdong POP platform management.

However, flash buying often gives people the image of tail cargo, which does not seem to correspond with the concept of quality import created by Jingdong.

When it comes to why "red" is launched, Ying Ying Chun says that it is not the Jingdong that comes out of thin air. When vip.com suddenly fires up, it also starts to do it. This shows that consumers are such rigid demand, and merchants also have the demand for handling tail goods.

Of course, in order to solve the problem of brand tonality and tail cargo tonal conflict, Jingdong chose an independent two level domain name method, and wanted to distinguish from Jingdong's main battle field. In the future, Jingdong "red" may take an independent level domain name and have an independent client.

Liu Hong pointed out that Jingdong "red" is not a product of vip.com, not a complete discount product. Some businesses do not exclude the sale of new products on flash purchase channels. The aim is to provide new small quantities of new products to explore channels and consumers on the "red" before testing new products, and test the trend of product sales. Jingdong also welcomes new products on the "red" platform.