Jingdong Launches Flash To Buy Differentiated Vip.Com

Less than p ago, Beijing Institute Of Fashion Technology, a fashion show was unveiled at the pace of models.

The leading fashion show is Jingdong mall, which sells 3C and home appliances.

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< p > there are ten fashion brands in the 2014 spring and summer fashion launches, including "nine posture", "Langer", "MO&Co.", "Gloria", "Zhou Dafu", "Nautica", "Jeep", "Hazzys", "REPLAY", "GXG", "love" and so on.

Just before this fashion show, Jingdong launched a flash channel called "red", positioning similar to vip.com, but also with vip.com.

At this point, the largest clothing category on the Jingdong open platform has already formed a store with distinct characteristics and different location.

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< p > < strong > tonality should also meet user needs < /strong > < /p >

< p > Jingdong has a total sales volume of more than 100 billion yuan in 2013, and now the open platform accounts for 30% of the total sales.

As Jingdong started with 3C and home appliances category, Jingdong's brand image has always been tough and masculine.

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< p > the main category of Jingdong open platform is clothing products. How can we soften the brand image of Jingdong and make Jingdong become a high-end shopping platform? It is very important that the founder and CEO of Jingdong group, Liu Qiangdong, vice president of Ying group, will be pferred to the open platform as general manager.

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< p > overseas study background, investment banking experience, and the resume of the TV financial program anchors make it easier for Ying Ying chun to control the opening platform.

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< p > high-end fashion tonal needs brand choice.

In the spring and summer fashion conference, "China business" reporter learned that Jiu Xi (Nine West), Samsonite (Samsonite), Ferre, ENZO, EVISU, JEFEN, Clarks, UGG, Adidas, Disney, Lufu jewelry 11 international high-end brands reached a depth of strategic cooperation.

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< p > Liu Hong, general manager of Jingdong open platform garment business department, said that in 2014, on the open platform of Jingdong, clothing will reach a deep strategic cooperation with international and domestic high-end brands with excellent quality.

While helping the traditional brand sellers to make efforts in the electricity supplier, they also provide different occasions for the middle and high-end consumer groups to wear solutions.

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< p > for clothing brand, no matter what kind of store or platform sales, they want to maintain the image and sense of value of high-end brand.

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< p > Liu Hong introduced that Jingdong's clothing category investment is not to win by quantity, but to win by quality, and to invest around the positioning and demand of users.

At the same time, there will be elimination mechanism every year. The elimination mechanism is not based on sales volume, but from the dimension of consumer experience.

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< p > Chun Ying Chun repeatedly referred to < a href= "http://www.91se91.com/news/index_c.asp" > user experience < /a > and demand.

This is also the reason for the flash shopping channel. She pointed out that even online, consumers are keen on outlets that can buy cheap and high-quality products.

Therefore, the main purchase mode of low discount is also to meet the needs of Jingdong users.

But this does not conflict with the tonality of the platform.

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< p > strong > flash shopping channel is not only clear inventory < /strong > /p >

< p > Jingdong's flash purchase channel is named "red". At the beginning of the line, many people in the industry thought that Jingdong should copy vip.com mode on its own platform.

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< p > from the financial statements published by vip.com, we can see that the profit margin of the tail cargo mode is relatively high, which is also the reason for pulling up its stock price.

Ever since vip.com went public, all customers, Dangdang and even many vertical B2C companies have opened similar channels to clean up inventory.

Most platforms want vip.com to improve their profits.

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< p > before the launch of the flash shopping platform, the a href= "http://www.91se91.com/news/index_c.asp" > Jingdong < /a > open platform team made in-depth investigation and Reflection on this issue.

And the angle of thinking always revolves around the needs of users.

In fact, users are in need of brand products with high quality and low price, which is also the reason why outlets are popular.

In addition, from the point of view of brand dealers, inventory is generated every season. The most economical way is to digest inventory on the same platform.

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< p > how to solve the problem of conflict between a href= "http://www.91se91.com/news/index_c.asp" > brand tonality < /a > and tail cargo tonality? Ying Chun has found a very good solution. It will turn flash purchase into a two level domain name and distinguish it from the main station. The user enters from the home page flash entrance, and sees a famous sale platform.

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< p > apart from the entrance and domain names, the goods are also separated. The goods purchased by the brand are different from those on the main station and the store does not affect the sale of the goods at the main station.

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< p > besides, from the perspective of page presentation, even discount goods should be presented with a high-end image.

Ying Ying Chun said that no brand is willing to sell their things very cheaply, even if it is a discount clearance, if you can make high-end display, you can also maintain the brand image.

Therefore, the flash purchase page has also been carefully designed to make the page look soft and tonal.

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< p > in addition, the merchandise purchased by flash is based on the mode of warehousing, enjoying the warehousing service of Jingdong, ensuring the user experience through quality inspection and timeliness.

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< p > "we are not vip.com. We are not entirely positioned at a discount."

Liu Hong said Jingdong flash buying platform also provides trial marketing services to new products on the brand.

For example, some brands will soon be on new products. Before the new products are listed, the brand can try the channel and consumers' response to the new products in the flash buying mode, so as to judge the sales trend of the new products.

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