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Jingdong POP Platform Invaded Tmall Force Clothing Category

2014/1/11 12:59:00 22

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Jingdong Tmall Clothing

Jingdong has also announced a deep strategic cooperation with nine cities, Samsonite, Ferre, ENZO, EVISU, JEFEN, Clarks, UGG, Adidas, Disney, and Lufu jewelry 11 a href= "http://www.91se91.com/news/index_f.asp" high-end brand "/a", and the 11 big brands will be all open to Jingdong open platform at the beginning of the year. 
 Liu Hong, general manager of Jingdong open platform garment business department, pointed out that in 2014, the Jingdong 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 mark /p >
 for a long time in the past, Jingdong has been enriching the category and creating the whole category platform. In 2014, the Jingdong situation became more obvious. 
P, vice president of Jingdong and director of the open platform, Ying Chun Chun, told Tencent technology that there are now 3 000 businesses operating on the Jingdong platform, including many clothing and footwear businesses. Jingdong wants to let the outside world know that there are more and more brands on the POP platform, and many non 3C brands are willing to build brand images on the platform. Jingdong is also changing, softening the image of 3C. 
 Ying Ying Chun said that the ratio of male to 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 clothes for themselves. 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 electricity supplier has revealed to Tencent technology that in the past Jingdong's open platform sales were mainly 3C sales, while a href= "http://www.91se91.com/news/index_cj.asp" > clothing sales < /a > accounted for little. Tmall is mainly sales of clothing, shoes and hats. The annual sales account for more than 50%. Jingdong's vigorous development of clothing categories will inevitably lead to conflicts with Tmall, and there will be more conflicts between the two sides during the promotion of double 11. 
 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, Jingdong platform "defection" is often from clothing shoes and hats business. 
 Ying Ying Chun does not want to answer this question. She says she needs to see what has happened in the world, but the biggest enemy is 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. 
 the difference between push and flash purchase and main brand is less than /strong > /p >
 a few days earlier, < a href= "http://www.91se91.com/news/index_c.asp" > Jingdong < /a > online 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. 
Less than P, however, flash buying often gives people the image of tail cargo, which does not seem to correspond with the concept of quality entry created by Jingdong. 
 when it comes to why it will be "red", Ying Ying Chun said that it was not the Jingdong that came out of thin air. When vip.com suddenly started to fire, it began 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 vip.com, nor is it a complete product of discount and clearance. 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. 
 data show that Jingdong "red" meets the overall needs of brand dealers from online to inventory clearance on Jingdong platform. All the brands participating in the "red" brand have all passed the strict quality inspection in advance, all of which are Jingdong's proprietary warehousing and distribution services. 
 Ying Ying Chun said that this design is designed to ensure user experience and timely delivery and unified user experience in flash purchase mode. It is very special and difficult to ensure that warehousing and distribution services do not take self storage and distribution services. It is the advantage of Jingdong that the warehousing and after-sales service system is guaranteed. This is why the Jingdong open platform is too big to give up the proprietary mode.